????上個月舉行的IFA2012柏林消費電子展上，回頭率最高的產品之一來自中國的TCL多媒體公司。這家公司推出了一款26英寸，依托于安卓操作系統（Android）的智能顯示器，據稱，這款名為冰激凌智屏（Ice Screen）的產品不僅擁有平板電腦的功能，同時致力于捕捉年輕人市場不斷變化的電視收視習慣。它是TCL與中國互聯網服務供應商騰訊公司（Tencent）合作的成果之一，即將作為世界首臺大屏幕移動智能云終端在中國上市。

????請不要把它叫做電視機。

????“這是一臺26英寸的大屏顯示器，”TCL多媒體新興市場業務中心總經理郝義（音譯）說?！八粌H是為電視而設計的，因為現在的青年一代已經不再像老一代人那樣收看電視了。”

????雖然TCL公司的絕大多數業務依然來自中國，但它也在著眼于拓展國際電視市場。這家公司剛剛公布的月度銷售數據顯示，液晶電視8月份的銷售額較去年同期增長了38.7%，LED背光液晶電視的增幅尤為顯著。TCL公司海外市場的銷售額較去年同期增長了36.5%，其中在新興市場上取得了尤其令人矚目的增長。

????郝義說：“中國市場是我們的骨干，依然是產品銷量繼續攀升的主要動力?！彼赋?，TCL公司的一半銷售額來自本土市場，而從國際市場來看，“主要的推動力來自于拉美市場”。

????一直到幾年之前，在美國市場銷售的TCL電視還是被冠以RCA品牌。但郝義表示，該公司在2010年改變了戰略，重點推廣TCL品牌。在歐洲市場上，TCL多媒體已經與湯姆遜公司（Thomson）達成了一項授權協議。他說：“我們正在斥資打造一個全新的品牌形象，這就是我們為什么在美國和北美市場只運營TCL品牌的原因所在；而在歐洲市場，我們將同時運營TCL和湯姆遜品牌。”

????歐洲雙重品牌戰略的實質在于，向年輕觀眾推銷TCL品牌，同時致力于將湯姆遜打造成郝義所說的“家喻戶曉的品牌”。

????但是，甚至在TCL致力于拓展北美、歐洲和拉丁美洲新興市場之際，它依然持續致力于其在中國大陸市場的擴張，理由很充分。

????“中國電視市場在中國電視制造商眼里的確是一個不斷增長的市場，”市場研究機構IHS iSuppli電視技術分析師埃德?鮑德爾表示?！按丝?，就在TCL向海外市場擴張的時候，對于中國電視制造商而言，最富增長前景的依然是其國內市場。”

????此外，中國現在還是最大的電視市場，預期未來幾年的年均銷售額將在4,700萬臺到5,500萬臺之間，這一數字讓美國市場現在的銷量（4,000萬臺）相形見絀。

????TCL公司能夠擴張的另一個因素是，其亞洲競爭者正在經歷某種程度的業務收縮?！癟CL的機會部分源自這樣一個事實：日本電視制造商已經縮減了產量，”鮑德爾強調指出?！叭毡酒放普诮档彤a量，中國品牌正在全力擴張?！?/p>

????此外，TCL公司希望借助冰激凌智屏等新產品吸引年輕人市場。雖然迄今為止，TCL只公布了一個中文版本，但郝義表示，這款產品的確具有打入國際市場的潛質。關鍵是找到一個內容供應商?！膀v訊控股公司就是中國的MSN或者說Facebook，擁有近10億互聯網用戶，”郝義說。“但這款產品的關鍵組成部分在于，其內容源自互聯網。所有，要把它帶入其他市場絕對需要一個強大的內容合作伙伴?！?/p>

????At last month's IFA 2012 electronics show in Berlin, one of the biggest head-turning products was from China-based TCL Multimedia. The company introduced the Ice Screen, a 26-inch Android-based smart display that reportedly offers the functionality of a tablet while aiming to capture the changing TV viewing habits of the youth market. It will debut in China as part of a partnership with Chinese Internet provider Tencent as the world's first large screen mobile intelligent cloud product.

????Just don't call it a television.

????"It is a 26-inch large display," says Hao Yi, general manager of TCL Multimedia Emerging Market Business Center. "It is not just for TV, as the younger generation doesn't watch TV like the older generation."

????While the vast majority of its business still comes from China, TCL has also looked to expand into the international TV market. The company just released its monthly sales volume for August of LCD TVs, reporting a 38.7% total year-on-year increase, with a marked increase of LED backlight LCD sets specifically. In its overseas market TCL reported an increase of 36.5% year-on-year, with notable expansion in emerging markets.

????"The Chinese market is our backbone and that remains the main climber for the volume of our products," adds Yi, who noted that 50% of sales come from its home markets, while internationally the "main driver is Latin America."

????Until a few years ago TCL's sets were sold in the United States under the RCA brand, but Yi says that the company changed its strategy in 2010 to focus on promoting the TCL brand instead. It has a licensing deal with Thomson in Europe. "We are investing in a new brand image, so that is why we solely run with the TCL brand in the United States and North America, while we will continue to have dual brands in Europe with both TCL and the Thomson brand," he says.

????The two-prong strategy in Europe essentially comes to down to marketing TCL products to the younger audience, while focusing on Thomson for what Yi calls the "established family brand."

????But even as TCL looks to North America, Europe and the emerging markets in Latin America, it continues to rededicate its efforts in mainland China, and for good reason.

????"The Chinese TV market is really the growth market for Chinese TV makers," says Ed Border, TV technology analyst at IHS iSuppli. "At the moment, even as TCL expands to overseas markets, the growth forecast for Chinese TV makers is going to be domestic."

????China is also now the largest TV market, with expected growth over the next few years from 47 million to 55 million sets sold annually, a number that now dwarfs the 40 million in sales generated in the United States.

????TCL could also see expansion just as its rivals throughout Asia are seeing a level of retraction. "Part of the opportunity has come from the fact that the Japanese TV makers have scaled back," emphasizes Border. "Japanese brands are lowering volumes as Chinese brands are expanding."

????The company is also looking at new products such as the Ice Screen to attract the youth market. While to date only a Chinese version has been announced, Yi said that the product does have international potential. The key is finding a content provider. "Tencent Holding is like MSN or Facebook in China, with 1 billion Internet users," Yi says. "But the key component in this is that the content is from the Internet. So to bring it to other markets simply requires a strong content partner."