The battle for television in the future is in full swing. One side is the Korean camp represented by OLED, and the other side is the laser display represented by local brands. On April 26th, the domestic color TV leader Hisense released another 4K laser TV, 88-inch market main product, and again for laser TV!
Lasers lead the "big" era, in fact no one is againstAccording to Zhongyikang data, laser TV increased by 477.78% in March, with an annual growth of 410.71%. The first-tier cities increased by 987.5% in March, nearly ten times. Among them, in the 16th week market, Hisense Laser TV's market share in the ultra-large screen TV market of 85 inches and above is as high as 57.96%. In contrast, research data shows that the total size of the domestic color TV market in the first quarter of this year shrank by 5.2%. More foreign research data believe that the domestic brand domestic market has shrunk by 18%.
On the one hand, it is the contrarian growth of “big laser TVâ€, and on the other hand, the overall market is revised downward from the high position. This contrast is enough to show where consumers are demanding the future of color TVs! Industry insiders have already pointed out that the growth of the color TV industry in the past 30 years has a constant principle: large size instead of small size. This rule is also the reason why cinemas can attract viewers to “big price†consumption.
Specific to the future color TV battle, OLED TV and laser display have already launched their own product line. However, OLED TVs are concentrated in the 55-inch to 75-inch space, and it is technically difficult to break through larger sizes. The laser display is centered on a 100-inch product line. For this difference, the research institute pointed out that OLED display essentially inherits the optical process and semiconductor substrate technology system of liquid crystal display, and it is difficult to overcome the inherent obstacles of liquid crystal products in size. Even so, OLED TV has chosen to be larger than liquid crystal. The size is used as an entry point - laser TV is a subversion of traditional color TV technology, using an imaging system consistent with digital cinema, is the best choice for large-scale home TV.
Large size requirements are the focus of defining future color TVs. At this point, there is no objection to the display industry. However, the cost and feasibility of different technologies for large-scale implementation are different. This determines the choice of the manufacturers.
From the perspective of market feasibility, Hisense Laser shows that the cost of 100-inch TV is reduced to 10,000 units for the first time, which is one-tenth of the liquid crystal technology. From the application side, the laser display has soft image quality and no blue light pollution. Advantages, its viewing distance is 50% less than liquid crystal display technology, more suitable for ordinary families; from the technical characteristics and evolution, laser display is still making rapid progress, and has the advantages of color, contrast, reaction time, and is the world's cinema line The new technology adopted has strong market sustainability.
These characteristics determine that the laser display will inevitably redefine the future pattern of the color TV industry, especially the brand station team pattern, rewriting the concept of home consumers' color TV.
Taking the leading edge of the display height, laser TV "has a lot to do"In 2007, he entered the core technology of the industry and conquered a series of technical problems such as ultra-short-focus 4K projection lens design, optomechanical module design and light source module design. From 2009 to 2014, four laser TV prototypes were launched. In 2014, the first generation of laser TVs was officially released. In 2015, the second generation of laser TVs was released. In 2016, the world's first DLP ultra-short-focus 4K laser TV was released. . In 2017, we enriched our product line and entered the two-color laser... This is a brief history of Hisense laser display.
For the Chinese color TV industry, what is the significance of this Hisense laser brief history? For the first time, China's color TV companies have achieved leading breakthroughs in a technology category. They are the first in the world, first in the first place, first in the market, first in the market, first in mass production, and first in the first few.
“Demand determines the future direction, but demand needs to be supported by technological innovation.†Experts in the industry pointed out that the essence of the long-term "follow-up" of China's color TV industry is not to understand the demand, but to "technology is behind people." From this perspective, the laser display gives the local color TV industry not only a means to meet future demand, but also an "overtaking corner" that realizes the transcendence of industrial value.
At present, Hisense Laser TV in the domestic market has achieved a market share of 30% of large-size color TVs of 80 inches or more. Moreover, as more local brands enter this camp, in the ultra-high-end large-size TV market, the cumulative potential of local companies for foreign brands will continue to expand. "Samsung, Sony, Sharp, etc. have occupied the large-size LCD TV market. The use of liquid crystal to compete, local enterprises have no chance. Only advanced deployment, the first to achieve the market breakthrough in technology and products at the highest end, the color TV industry will change the pattern "This industry view, which has been in existence for more than ten years, is becoming a reality under the leadership of Hisense."
Starting from emerging technologies and mastering core technologies as support points, this is the “similar†strategy of every former power-powered country. Today, China's color TV industry is on the key upgrade nodes from large to strong, from the local to the international, relying on the laser to display such products and technical systems that can "master the lifeblood", and the autonomy of industrial upgrading has become an industrial mission.
Consolidate the application foundation and innovate to create the futureOn April 26th, another new product of Hisense Laser TV came out: 88-inch product. So far, Hisense's second-generation laser TV has achieved 4K coverage of three key dimensions of 88 inches, 100 inches and 120 inches. In the future, this product system will extend to 70-inch and 140-inch to further meet the differentiated needs of different customers, and at the time of maturity, it will introduce two-color laser and full-color laser display products.
In this regard, Hisense said that although the laser display is a breakthrough in the high-end market, large size, 4K, wide color gamut and high effect are the characteristics of this market. However, consumers still have different needs for laser display. On the one hand, the oversized size will bring unprecedented shock, although it is suitable for “big houseâ€; on the other hand, products such as 88 inches can better meet the needs of large-size TVs in general homes. From an application point of view, the 88-inch required visual space basically corresponds to a 55 to 65-inch LCD TV. The LCD TV of this size line has more than doubled its sales in 2015 to 2016.
In this regard, industry experts pointed out that the development of laser TV now has two main lines, one is Hisense's original core technology principles; the other is Hisense is rapidly complementing the product supply richness. The former determines the connotation strength of a brand; the latter determines the market popularity value of a certain product.
From this perspective, the laser TV industry in 2017 has entered a new stage of development: a two-wheel drive "development period" characterized by faster market advancement and faster technical iteration. On April 17, before the release of Hisense's new products, Hisense officially announced the establishment of Qingdao Hisense Laser Display Co., Ltd., which is a "strategic response" to the escalation of this industry.
Firmly support the development of laser display, firmly follow the laser to show the road of independent technology, and firmly push the best products and technologies to the vast majority of the market. This is the "industrial value" of Hisense's new round of laser display products. In the future, TV will inevitably be “greaterâ€. Therefore, the opportunity for laser display will be “increasingly largerâ€. Hisense, which is the first to occupy the position and master the core technology, will inevitably expand its competitive advantage.
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