The effectiveness of the internationalization strategy is remarkable. The rapid expansion of Tsinghua Tongfang’s TV production capacity

Shenyang LED TV Tower invested in the construction of 2 LED backlight display module production lines with an annual production capacity of 2 million sets. The Jiangsu (Nantong) LED backlight industrial base with “world-class, China’s first” broke ground and has an annual output of 400. The Qinzhou Hong Kong Tongfang Digital TV Project of Wantai Digital TV officially started...

From the end of last year to May of this year, a series of actions by Tsinghua Tongfang TV (THTF) allowed the outside world to re-examine the brand that has only entered the whole machine field for only three years, and a Tsinghua Tongfang TV around “building a world-class high-tech enterprise”. It began to reveal the true face of its iceberg.

On the eve of the May 1st holiday, the Qinzhou Hong Kong Tongfang Digital TV Project, with a total investment of 2.5 billion yuan and an annual output of 4 million digital TVs, officially started in the Electronic Industrial Park of Hedong Industrial Park in Qinzhou.

“With the implementation of the internationalization strategy, overseas market sales have increased rapidly.” Wang Lianghai, general manager of Tsinghua Tongfang TV (THTF), told reporters that the rapid rise in global market sales is one of the main reasons for Tsinghua Tongfang’s rapid expansion of production capacity. In the global financial crisis of 2009, Tsinghua Tongfang TV exports still achieved a lot of growth, achieving contrarian growth, with an estimated export volume of more than 1.5 million units, and the amount will exceed 300 million US dollars.

According to the Group's “three strategies, three steps” strategic plan, from “branding strategy” and “group strategy” to the third step of “internationalization strategy”, Tsinghua Tongfang TV established “international, scientific and technological integrity”. The brand's keynote, with products as the main carrier, turned its attention to the international market and established its own brand in the international arena.

Wang Lianghai believes that the winning way for Chinese color TV companies is to play a leading role in the global value chain division of labor through independent technological innovation and the impact of independent brands on overseas. In order to further implement the internationalization strategy, Tsinghua Tongfang has established three overseas window companies responsible for overseas market sales, investment, and acquisition.

Among them, Tsinghua Tongfang (Overseas) Venture Capital Limited (Resuccess Investments Limited) is the investment and financing platform set up by the company in BVI, and the company holds 100% of its shares. He has invested in, which is engaged in the academic journal database business, the Shi'an Group, which is engaged in the operation of energy and environmental protection funds, Tinggi, which is engaged in the research and development of high-power LED chips, and Tongfang International, which is engaged in the import and export of consumer electronic products. The internationalization strategy has been initially realized.

TongFang Global Limited was established in Hong Kong in September 2008. It is a 100% wholly-owned subsidiary of Resuccess, which is responsible for the overseas market business and trade of consumer electronic products such as digital TV sets.

Tongfang OptoELectronic (HK) Limited was established in Hong Kong in July 2009. It is mainly engaged in the production organization of digital TV LCD modules and sales at home and abroad. Through the establishment of Tongfang Optoelectronics Hong Kong, the company can intervene in the most critical core of the LCD panel in the digital TV industry. On the other hand, the company's emerging LED chip manufacturing business can also be applied in this segment. Open the market to realize the complete creation of the company's upstream and downstream applications in the entire optoelectronic industry.

“Tongfang has adopted a strategy of prioritizing the development of overseas markets, and has expanded its scale and relied on advanced technology, good performance and price ratio and unique services to win customers and win the market.” Wang Lianghai said that technology innovation and market development are combined. It is a strong advantage that Tsinghua Tongfang TV is different from its competitors in overseas markets.

At present, Tsinghua Tongfang has successfully developed a complete set of digital TV front-end system products with world-class technology, including front-end encoders, decoders, multiplexers, QAM, EPG systems and data broadcasting systems. Tongfang successfully launched innovative design and system integration solutions for FM radio synchronization network, digital TV single frequency network, transmitter multi-channel intelligent network monitoring. And cooperate with well-known overseas home appliance companies, adopt the introduction of the most advanced technology, and provide services for the joint development of hotel systems.

As the first brand of domestic LED TV, Tsinghua Tongfang is the deepest one in the LED industry chain, and the only one in China's domestic color TV enterprises that has LED chip research and development and production. At present, Tsinghua Tongfang has mastered the core advantages of the LED industry chain. From the epitaxial film of LED to the whole TV terminal, it has formed the most complete industrial chain in the industry.

At present, Tsinghua Tongfang digital TV, LED backlight LCD TV and other products have occupied a certain position in the international market; with the continuous investment of production bases, the continuous expansion of production capacity provides an important guarantee for Tsinghua Tongfang's overseas market; Tongfang Asia-Pacific R&D Center The establishment of Singapore will provide an important source for the company's future development...from technology introduction, digestion and absorption, product export, strategic alliance to “going out”, and with the establishment of the company's “internationalization” development strategy, the internationalization path has become Clearer.

It is reported that in 2010, it will further enhance the overseas market position of its own brands and strengthen its business network. Wang Lianghai said that Tsinghua Tongfang’s “THTF” independent brand has achieved a good market reputation. The following will further expand the business customers in the North American market and the European market, such as Wal-Mart, Costco, Target, Tesco, UK. Department stores, Karlstedt Wanle, ITM Group, etc., to add value-added products, such as kitchen TV and PCTV, to the consumer electronics market, and further develop the third-generation Tier-3 Direct TV Pro: idiom hotel and hospital TV market.

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