The reorganization continues at TCL, one of China’s earliest electronics giants that is trying to reinvent itself for a new age of high-tech gizmos and gadgets.

Based in the southern city of Huizhou not far from Shenzhen, the group best known as one of China’s leading TV brands this week announced the launch of a northern headquarters in the city of Tianjin, just a stone’s throw from Beijing. The move follows TCL Technology’s June announcement that it would purchase Zhonghuan Electronics Information Group for 11 billion yuan ($1.6 billion).

TCL chief Li Dongsheng disclosed the move at an event this week in Tianjin, where Zhonghuan is based, as TCL moves beyond its roots as a South Chinese company. Several TCL veterans will helm the new northern headquarters, which will count Zhonghuan as its main operation.

Zhonghuan is focused largely on electronic components, with two publicly traded units making semiconductor materials and printed circuit boards.

TCL Technology was one of two major companies that came out of a major overhaul of TCL over the last two years. Li positioned the company as a semiconductor and component specialist whose main assets included TCL’s vast operation focused on making display panels and their parts. The other major firm to come out of the overhaul was TCL Electronics, which focused on the company’s older consumer electronics business.

“The northern headquarters is meant to manage our business in the north,” Li told Caixin at the launch event. “At present, TCL has little investment in the north. In the future, it will focus on Tianjin to develop the business in the north, and the acquired Zhonghuan Group will become the bearer of the north headquarters business.”

Contact reporter Yang Ge (geyang@caixin.com)

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