On October 20th, the 24th China International Advertising Festival grandly opened in Changsha, Hunan Province. Nearly a thousand domestic and overseas advertising and related industry enterprises, 100,000 internationally renowned corporate leaders, media figures, representatives from various sectors and other industry elites gathered together. This is a grand event in the industry. Its scale, high specifications, and wide influence are breathtaking. As one of the first batch of Chinese companies practicing the “One Belt and One Road†initiative, TCL has made a high profile appearance on the Advertising Festival with the image of “Great Power Brandâ€, which has caused widespread concern. Zhang Xiaoguang, general manager of the TCL Group Executive and Brand Management Center, attended the festival and delivered a wonderful keynote speech at the scene.
The first "Belt and Road" advertising joint conference, TCL shines
At the 19th Party Congress, General Secretary Xi Jinping proposed to promote the formation of a new pattern of openness. It should focus on the construction of the “Belt and Road Initiative,†insisting on the introduction of equal emphasis and the need to go global, follow the principles of common development, cooperation and common sharing, and strengthen innovation and open cooperation. With the open pattern of linkage between the mainland and the outside world and the east-west cooperation, the “One Belt and One Road†has once again become the focus topic.
Li Dongsheng believes that the "One Belt and One Road" has brought new opportunities for the globalization of Chinese companies.
As a pioneer in overseas development of Chinese companies, TCL actively responds to national initiatives and continues to export the influence of big country brands. Li Dongsheng, chairman and CEO of TCL Group, believes that in the Internet age of the information society, new business models emerge in an endless stream, which brings new opportunities for the development of global companies and brings new opportunities for Chinese companies to cooperate with enterprises along the “Belt and Road†route. .
In this year's Advertising Festival, the first international "Belt and Road" advertising joint conference was carefully planned and organized to create an international industry interaction and development platform. It is the latest achievement in the coordinated development of the advertising industry along the "Belt and Road" initiative to promote countries along the route. The brand went to the international stage and the national economy along the line took the development together, which resulted in the important move of General Secretary Jin Ping Jinping's "Jointly working together to create the future" proposed by the "One Belt and One Road."
In the conference speech session, Zhang Xiaoguang, general manager of the TCL Group Executive and Brand Management Center, presented the TCL “One Belt and One Road†practice trip through the three-dimensional graphics, allowing the guests inside and outside to deeply understand the opportunities brought by the “One Belt and One Road†initiative. The TCL played an important role in the development strategy of China's brand globalization and achieved strategic results.
Zhang Xiaoguang, General Manager of TCL Group Executive and Brand Management Center, delivered a keynote speech
As a representative company of big country brands, TCL has been practicing the road of internationalization, actively deploying its business in countries along the “Belt and Roadâ€, and backed by its innovative technical strength, allowing Chinese brands to stand proud among the world’s manufacturing trends. In the meantime, let innovative products spread all over the world and change the lives of hundreds of millions of consumers.
Excellent achievements in the “One Belt and One Road†messenger carrying the image and influence of China
Since 1999, TCL has begun its attempt to internationalize and has become one of the earliest Chinese companies to “go to seaâ€. In 2013, the proposal of the “One Belt and One Road†initiative received great attention from the international community. In particular, it seems to inject a strong boost in seeking overseas markets to develop Chinese enterprises.
In 2015, TCL re-established an international re-departure roadmap of “Three Forces Linkage, Brand Leadership, and Roots in Key Marketsâ€, relying on the “Belt and Road Initiative†to further strengthen cooperation with countries and regions along the route, and at the same time promote local economic development and mutual benefit. Win-win.
At present, TCL's internationalization layout is getting better, especially in the “Belt and Road†countries. It has become a messenger of the “Belt and Road†bearing Chinese image and influence.
TCL Outdoor Advertising Lands 15 Countries Along the Belt and Road
On June 20, 2017, “CEIBS Class†reached the first Polish state. President Xi Jinping, who is currently on a state visit to Poland, attended the reception ceremony. Eighty percent of the goods in the “China-Europe Bangli†are from TCL. As China’s largest industrial manufacturing project in Poland, TCL Poland’s factory actively contributes to the settlement of local employment and taxation.
In August 2017, TCL Outdoor Advertising landed in 15 countries along the “One Belt and One Roadâ€, displaying its “Great Power Brand†style with strong strength. Such innovative initiatives also made it pride for consumers to go abroad.
In July and October of 2017, the first “Road†and the second “Road†of TCL’s “Great Brand†documentary were successively broadcasted by CCTV, giving viewers a first-hand insight into the “road†of the rise of TCL.
In September 2017 at the highly anticipated Consumer Electronics Show in Berlin, Germany, TCL launched a series of heavyweight new products and launched new advertisements in multi-country cities in Europe. With the advanced manufacturing capabilities of Chinese companies and the quality of great country craftsmen, TCL has won the words of the international market. Rights and influence.
The "One Belt and One Road" and the splendid development of Chinese brands' globalization are continuing...
In addition, TCL is the first Chinese company to name the Hollywood Theatre. Through cooperation with Hollywood films and Ellen Show, a well-known TV entertainment program in the United States, it has achieved a place for American cultural landmarks and mainstream culture. It is reported that TCL plans to implement global product launch through entertainment marketing in November and continue to release the dazzling light of the “great country brandâ€.
Chinese brands speak Chinese stories and build Chinese dreams
The “Chinese Dream†proposed by the new leader represented by General Secretary Xi has given the national brand great confidence. How to tell Chinese stories well with Chinese brands has also become an important chapter in Chinese dreams.
The sea sails on the helmsman. Li Dongsheng believes: "As an entrepreneur, in the international development of the brand, we should stick to our business, continue to work hard and innovate, and we must have ideals, beliefs and feelings." It is this ideal and sentiment that kept TCL from forgetting for 18 years. At the beginning of the year, we always abide by the "artisan spirit" of Chinese companies. We have made great achievements in the international market with high-quality products based on technological innovation and exquisite workmanship.
TCL Relying on “One Belt and One Road†to Expand Globalization
The in-depth development of TCL's internationalization does not stop at the "One Belt and One Road." In the 18 years of internationalization, TCL has been making progress in more than 160 countries around the world. Its products are spread all over the world. There are nearly 70,000 employees worldwide, 23 R&D institutions and 21 manufacturing bases. They are located in more than 80 countries and regions. Sales organization. From product, technology, factory, and channel globalization, TCL's international brand competitiveness has been continuously strengthened, and the internationalization road has become wider and wider, allowing the world to see the strength and influence of the “great country brandâ€.
To spread Chinese culture, enterprises and organizations are the most powerful "organisms"
Culture is the soul of a country and a nation. To spread Chinese culture and shape the external image of Chinese culture, enterprises and organizations are the most powerful “organismsâ€. TCL is not only a well-known brand and national enterprise in China, but also a carrier of culture and a bridge for the export of big countries. As Zhang Xiaoguang stated at the festival, “Chinese companies are playing an unprecedented double role: they must ensure that hard power also captures soft power, products must 'go global', and culture must 'go out'â€.
Chinese companies are playing an unprecedented dual role. Products and culture must be “going outâ€
In the new era of strong national rise, under the guidance of the “One Belt and One Road†initiative, TCL and Chinese brands that are brave in technological innovation and have the responsibility to take responsibility are accelerating their efforts to sail to the sea and become the “body†of Chinese culture to the world. Demonstrate the innovation and pattern of Chinese brands, and try to use Chinese brands to tell Chinese stories well.
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