In recent years, the domestic color TV market has become highly saturated. Outside of Japan and South Korea, brands like Samsung, LG, and Panasonic face fierce competition from major domestic manufacturers such as TCL, Skyworth, and Hisense. With a huge market share, the competition in the color TV industry is extremely intense. Meanwhile, internet-based upstarts like Xiaomi and LeTV have entered the consumer market with their competitive pricing, rapidly capturing a significant portion of the audience.
In addition to traditional content providers, platforms such as Mi, Youku, Weibo, Storm, and PPTV have gained popularity among consumers. As a result, traditional appliance manufacturers are now eyeing the Internet TV space, aiming to integrate digital innovation into their product lines.
On March 29th, at the Beijing National Convention Center, TCL launched its “New World is Different†2017 New Product and Internet Brand Launch Conference. During this event, Thunderbird Television made its public debut, revealing its identity to the market. The launch of Thunderbird signals a new alliance between TCL, Tencent, and the Internet TV sector, reminiscent of the earlier collaboration between Skyworth and Coolpad.
The rise of Kukai has caught the attention of many, as it quickly captured market share through timely entry and strong supply chain support. However, it has also been criticized for its low-price strategy, which often compromises product quality and design. In contrast, Thunderbird's entry into the market faces stiff competition from established players like Xiaomi, Youku, Weibo, and others, but it aims to carve out a unique position rather than simply follow the crowd.
TCL’s decision to enter the Internet TV market was driven by growing consumer acceptance of online brands and the company’s own strengths in hardware, supply chain, and content. With a large user base and technological advancements, Thunderbird is well-positioned to compete effectively.
As younger consumers become more tech-savvy and demand personalized experiences, traditional TV brands must adapt. Thunderbird, with its focus on user experience, content integration, and smart technology, represents a fresh approach that aligns with modern consumer preferences.
The relationship between content providers and hardware manufacturers is evolving. While broadcast systems still play a key role, video platforms have become essential for differentiation. Brands like Tencent and Alibaba are investing heavily in Internet TV, aiming to control content distribution and enhance user engagement.
Thunderbird, backed by TCL’s manufacturing expertise and Tencent’s content ecosystem, has a strong foundation. It aims to offer not just hardware, but a full smart living room experience, integrating big data, AI, and personalized services.
In early 2017, Thunderbird made a strong impression with its J65C-UI curved TV, featuring a 4000R curvature that enhances viewing comfort. Its sleek design, high-quality materials, and intuitive FFUI operating system set it apart from competitors.
With deep partnerships with Tencent Video, Thunderbird offers a vast library of movies, shows, and exclusive NBA content. It also includes an HDR section and a Penguin Theater, providing diverse entertainment options.
As the first Internet TV brand from TCL, Thunderbird brings fresh energy to the market, combining industrial strength with digital innovation. It may reshape the future of smart TVs and drive new trends in the industry.
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