Case Study: BOE builds a premium TV brand with tangerine

BOE launches premium TVs in 15 months with tangerine

BOE, one of the world's largest LCD panel manufacturers, sought to transition from an OEM supplier to building its own premium brand in the Chinese market. The company engaged the vendor tangerine to help design a top-of-the-range 55” HD television that would establish its new brand identity under a very tight 15-month timeline. Tangerine provided services including product design, user experience, and colour, material, and finish.

tangerine implemented a three-step process to understand the consumer market, devise a concept reflecting trends, and manufacture a product to high standards. The resulting TV design offered brilliant picture quality and enhanced sound through an integrated speaker unit in an elegant design. This successful project helped BOE launch a distinctive, premium product to establish itself as a high-end producer in its home market, laying the foundation for a long-term cooperative relationship with tangerine.

BOE