What Display Daily thinks: Yes, events like the one hosted by TCL CSOT are common for Chinese companies, especially in the technology and electronics sectors. They are almost like political party conferences in some ways.
TCL CSOT is commonly known as China Star, although I was told in no uncertain terms by a company rep that I have to say TCL CSOT. Well, China anything may not be the best naming convention in a constricted trading environment, as everyone expects with an incoming Trump administration. So, Apex it should be.
More to the point, TCL CSOT has been very aggressive in its growth agenda. It, and many companies like it in Chinese industry, have already started to adapt to any possibilities of further trade sanctions or tariffs. What’s worth noting about the Apex branding and positioning is that it encompasses what most regions, outside of North America, are going to latch onto: eye health, reduced emissions, more eco-friendly etc. A brand like Apex nicely falls of the tongue like LG or Samsung, and not like TCL CSOT.
And then there is IJP OLED. While inkjet printing offers potential advantages in OLED manufacturing, including reduced material waste and the ability to create flexible and large-area displays, there are challenges, but TCL CSOT has an answer for every one of the main challenges, as you can see in the second video below: uniformity of thickness, material constraints, patterning, energy requirements, pixel density, etc. How much of an answer, ie, at what capacity, remains to be seen, but the company seems to be ever more aggressive this year than it was last, and that should make its competitors wary.
TCL CSOT Launches New Brand Apex
The new technology brand Apex, known as Zhentu in Chinese, was introduced by Liu Xiaolan, Vice President of TCL CSOT at the company’s Global Display Ecosystem Conference (DTC2024). The brand represents TCL CSOT’s advanced display technologies, including HVA, HFS, IJP OLED, FMM OLED, MLCD, and MLED.
Products under the APEX brand are meant to offer high contrast, wide color gamut, high refresh rates, ultra-high definition, and various form factors. Features such as low blue light emission, low reflection, flicker-free operation, and the use of natural light for visual comfortb are also emphasized. The company also has a focus on energy efficiency, integration, and the use of environmentally friendly materials. These technologies are combined with artificial intelligence and other cutting-edge advancements to round-out the brand’s positioning.
At the same time, Yan Xiaolin, Chief Technology Officer of TCL Technology and TCL CSOT, announced that the company’s inkjet-printed OLED (IJP OLED) technology has officially entered mass production.
At the conference, TCL CSOT showcased a range of new products and display solutions, including: the Cloud X notebook screen, claimed to be the world’s brightest printed QD-EL notebook screen (14-inch). There was also a Cloud X special display screen, TCL CSOT’s first mass-produced printed OLED 4K professional display (21.6-inch). The company also showcased the Zhenzhi smartphone displays, an OLED display with low driving power consumption (6.36-inch). And then, there was the Xingyao TV screen, an 85-inch WHVA display.
