TCL chairman and CEO Tomson Li Dongsheng said, the XESS brand is expected to strengthen the stature of TCL's brand portfolio on the international stage. Furthermore, XESS is a brand designed specifically to meet the expectation among consumers for high-end products by upgrading the technology and product quality. TCL also plans to leverage its "double +" strategy to enhance service capabilities around its smart products and interconnected applications, incorporating the benefits of "smart + internet" to further fill the market void.

Alice Lee, general manager of TCL's Brand Management Center, added more details when explaining XESS concept. The philosophy behind the new brand is based on four corporate directives: having in place an elite team dedicated to the pursuit of excellence, setting the benchmarks for the industry in terms of technology innovation, reflecting the unmatched high quality of the products through enhanced configurations, deploying simple yet modern designs to highlight a uniqueness in terms of esthetics.

Lang Ping, China women's national volleyball team head coach, attended the event and unveiled the XESS brand at the event. She was appointed as ambassador to the XESS TV products. TCL Chairman Li expressed his happiness to have the premium sub-brand TCL kicked off by Lang Ping. "Originated from China and belonging to the world" is one of the similarities between Lang Ping and XESS.

At the event, Lang told the story of her friendship with TCL Chairman Li and, by extension, with TCL. It is a friendship that dates back more than 20 years, started from when TCL offered a helping hand to China women's volleyball team at the moment of difficulty. In Lang's view, Chairman Li is an ambitious entrepreneur who has remained steadfast in the commitment to his own ideas.

In addition, Lang strongly agrees with TCL's corporate philosophy which adheres to the pursuit of excellence in terms of craftsmanship, a "never give up" attitude and an innovative spirit, all of which she believes came together to be the key to TCL's success.

The XESS brand's X1 and X2 TVs represent a perfect combination of high quality as Chairman Li pursues. The two television products incorporate the very best in terms of luminescent material - the Yuecai quantum dot display technology which delivers superior performance in terms of color gamut, pure color display and accurate color presentation. The patented picture quality processing engine dramatically enhances image quality on many levels. Notably, the X1 incorporates the partition backlight technology with the highest number of light-emitting cells in the industry, and features the industry-leading OD 8mm display solution.

In addition to the premium XESS brand products, TCL Corporation also launched a series of innovative products under the TCL brand.