The new brand logo of TCL Communication, which means "instant access" in Chinese.
Sina Technology News, May 6 - TCL Communication, whose net profit in the first quarter increased by 159% year-on-year, announced the launch of a new brand logo named ALCATEL ONE TOUCH. Currently, TCL Communication has become the seventh largest mobile phone supplier globally in overseas markets. However, it stated that the launch of this new brand in the domestic market is mainly to leverage an internet smartphone strategy, aiming for a new breakthrough domestically.
Announcement of the Entirely New Brand Strategy
TCL Communication expressed that the ALCATEL ONE TOUCH entirely new brand strategy was already released on February 15 in Barcelona at the Mobile World Congress. Starting from May, this brand will be officially launched in the Chinese market.
Previously, TCL Communication continuously used ALCATEL MOBILE PHONES (Alcatel phones) as its brand symbol, with black and white as the main colors. It is known that the new ALCATEL ONE TOUCH brand symbol uses black, white, and blue as the main color tones for the brand.
TCL Communication introduced that compared to the old brand image and visual identity system, ALCATEL ONE TOUCH is more youthful, vibrant, technological, and approachable. The new brand slogan is: my world in one touch, which means "a wonderful world, instant access" in Chinese.
Expecting Significant Breakthroughs in the Domestic Market
On May 3, TCL Communication (02618.HK) released its financial report for the first quarter of 2011. During this period, TCL Communication achieved breakthroughs in sales and operating performance, maintaining a strong growth momentum. In the first quarter, TCL Communication achieved global sales of 8.7 million units of mobile phones and accessories, increasing by 51% year-on-year; revenue reached 2.124 billion Hong Kong dollars, increasing by 44% year-on-year; net profit was 180 million Hong Kong dollars, increasing by 159% year-on-year.
The great success of TCL Communication comes more from overseas markets. In 2010, TCL Communication sold 36.2 million mobile phones globally, with sales increasing by 125% compared to 2009, making it the seventh largest mobile phone supplier globally.
However, after achieving success overseas, TCL Communication has decided to focus on the domestic market in 2011. Besides continuing to strengthen the internet smartphone strategy under the TCL brand, today it officially launched the ALCATEL ONE TOUCH new brand, focusing on internet sales channels, forming a positive complementary strategy with the operator and traditional channels concentrated on by the TCL brand, aiming for a new breakthrough in the domestic market.
Launch of More Than Ten Internet Phones
Dr. Guo Aiping, Senior Vice President of TCL Group and CEO of TCL Communication, stated: "The launch and promotion of the new brand image in the Chinese market is an important strategic move. The new brand image not only fits our product expansion trend from mobile phones to tablets, 3G data cards, 3G wireless routers, fixed telephones, and switching equipment but also emphasizes our close connection and communication with users, better expressing our efforts and pursuits to provide each user with simple, pleasant humanized experiences through a rich series of mobile products."
Simultaneously with the launch of the new brand image, TCL Communication also released several new phones set to be launched domestically and expressed that TCL phone products pursue simplicity (SIMPLY), individuality (DIFFERENT), and intelligence (SMART) in their brand connotations.
Xiao Feng, Vice President of TCL Communication and General Manager of the Global E-commerce Center, said: "In response to the habits and needs of young internet users, we have launched more than ten products this time, hoping that every user can select a product that offers excellent value and suits their style, allowing every user to enjoy the fun of mobile internet beyond expectations."
To enhance the domestic market and improve the mobile internet experience of products, TCL Communication formed strategic alliances with mainstream internet companies last year, vigorously promoting the internet smartphone strategy. This change of brand logo is also to adapt to the internet smartphone strategy. (Kang Zhao)