In recent years, color TV manufacturers have been looking for an answer to a question: how to break the growth ceiling. Using the innovation of display technology to bring users a better viewing experience is considered to be the key to solving the problem, but in terms of specific operations, two paths have been formed: one is represented by quantum dots and OLED, which retains the physical screen of the TV; The other is a more disruptive non-screen path represented by laser TV.
Four years ago, Hisense, which took screenlessness as the direction of future TV development, carried the banner of laser TV. From 2014 to 2018, on the one hand, laser TVs have gradually been favored and selected by more and more consumers in the large-size and super-size markets; on the other hand, under the leadership of Hisense, more and more manufacturers have also participated in the formation. A stronger push.
From screen to screenless, this is the inevitable evolutionary direction of the entire TV industry; from following to leading, this is the belief and attitude that China's color TV industry should have.
Judging by transcriptIn September 2014, Hisense released the world's first 100-inch ultra-short throw laser TV, and said: Laser TV is the future of the TV industry. This judgment was not widely approved by the industry at first. After all, liquid crystals still dominated the industry at the time, and most manufacturers chose quantum dots and OLEDs as attempts to lay out the future.
But the truth is sometimes in the hands of the minority. In four years, the credit score of the laser TV minority has proved his forward-looking judgment on the market.
Judging from public data, laser TV has maintained a sustained high-speed growth in recent years. Since 2015, the average size of color TVs has increased by 2 inches per year. According to Zhongyikang’s forecast data, sales of large-screen TVs of 65 inches and above will reach 4.53 million units in 2018, a year-on-year increase of 47%, while the market of 80 inches and above The annual growth rate will reach 100%, realizing a doubling of growth. Another data shows that the laser TV market grew rapidly at a growth rate of 200% in 2017, especially in the market above 80 inches, where laser TV sales accounted for more than 60%.
According to data, in the first quarter of 2018, China's laser TV sales were 19,000 units, an increase of 85% year-on-year; sales were 510 million yuan, an increase of 51% year-on-year. Zhongyikang offline market monitoring data shows that in the first half of 2018, laser TV retail sales increased by 326.32% year-on-year, and retail sales increased by 184.43% year-on-year.
To sum up, in the field of laser TV, hello everyone, it is really good, and the performance of Hisense Laser TV during the World Cup has a significant supporting effect on the aforementioned increase in volume.
According to data from Zhongyikang, during the World Cup this year, Hisense brand's retail sales accounted for 19.31% and retail sales accounted for 17.07%, both ranking first in the market. In the 65-inch and above size segment, 75-inch and above size segment, and 85-inch and above size segment, Hisense ranks first. Especially in the size segment of 85 inches and above, Hisense’s sales accounted for close to 55% and sales volume exceeded 60%, which has obvious advantages. In the size segment of 75 inches and above and the size segment of 65 inches and above, Hisense also accounted for more than a quarter and nearly a fifth of the market respectively.
The performance continues to grow at a high speed, and it is firmly established in the large-size and super-size markets. The performance of laser TV is the best proof of Hisense's efforts and persistence. With the steady and rapid growth of the market, more and more manufacturers have joined the laser TV camp. Four years later, Hisense is no longer the minority of laser TVs.
Win the market with productsBehind the beautiful results, Hisense won the market with high-quality products and continuous iterative upgrades to high-quality products.
Following the world’s first 100-inch ultra-short throw laser TV in 2014, Hisense launched the world’s first DLP ultra-short throw 4K laser TV in 2016. In terms of resolution, laser TVs and high-end LCD TVs are on the same level. .
Hisense 4K laser TV adopts cinema-level ultra-high-definition laser projection technology. It has the same display and 3D implementation as the IMAX theater, and is equipped with a 100-inch passive bionic screen and a 5.1-channel professional-grade home audio without wiring. Users can enjoy the 24-hour ecological cinema experience in the living room.
In the current period, Hisense Laser TV has also carried out a downward survey in the size segment, striving to meet the differentiated needs of users. The 88-inch laser TV is specially designed for the living room environment of the masses in China. With a viewing distance of 3 meters and a price of about 40,000 yuan, it is about 1/3 of the price of an LCD TV of the same size. It can completely replace a 75-inch to 88-inch flat-screen TV.
In 2017, Hisense released the world’s first 88-inch ultra-short throw 4K laser TV Yuexiang Edition. So far, Hisense’s 4K laser TV has been expanded to cover three large screen sizes of 88 inches, 100 inches, and 120 inches. The needs of the home and commercial markets.
In 2018, Hisense Laser TV continued to drop in the size segment. In May, the new product L5 was released. It is an 80-inch product. It is a little guy in the laser TV family. Its suitable viewing distance is about 3 meters, which is close to a 65-inch LCD TV. From the corresponding price point of view, L5 The price is 19,999 yuan, breaking the 20,000 yuan mark, and the price is more affordable than a 65-inch high-end LCD TV.
Hisense Laser TV, taking L5 as an example, has a wider range of units in terms of viewing distance; in terms of visual experience, the product resolution has reached 4K, and the brightness has been comparable to mainstream LCD products; in terms of operating system, it is equipped with VIDAA AI has leading industry artificial intelligence applications such as far-field speech, dialect recognition, multi-round dialogue, and image search recognition. In terms of product size, based on the previous generation products, the mainframe is reduced by 50%, which is lighter than LCD and OLED products. Better than before.
Coupled with the natural advantages in eye protection and installation, it is almost inevitable for laser TV to win the market after four years.
Lead the industry with technologyThe product can face consumers and win the market in a mature and high-quality form, behind it must be the insistence on technological innovation, and it has long been Hisense's habit to use technology to lead the industry.
In 2005, Hisense developed China’s first industrialized digital video processing chip with independent intellectual property rights, breaking the monopoly of foreign companies in the digital video processing chip industry; in 2007, Hisense built the first LCD module in the domestic color TV industry The group production line has the ability to independently research and develop, design and manufacture LCD modules, reduce costs, and enhance the right to speak in the industry chain; in 2013, Hisense developed the first domestic network multimedia TV SOC main chip; in 2015, The Hi-View Pro image quality engine chip has changed the situation that Chinese manufacturers lack high-end image quality chips...
For Hisense, the research and development and launch of laser TVs are also a continuation of their focus on technology.
Since Hisense first released the world's first 100-inch ultra-short throw laser TV in 2014, Hisense has led the evolution of laser display technology from 2K to 4K and then to two-color technology. The size of the laser TV host is reduced, and the brightness and color presentation reach or exceed the level of mainstream high-end LCD TVs. The price is more suitable for market penetration, and it can be used by more users, the size is more abundant, and the suitable viewing distance is gradually shortened. This is the focus of Hisense technology. result.
Hisense has achieved complete independent research and development and independent production of laser TVs, and has applied for 478 core technology patents, including 60 US and European patents. Hisense has sufficient technical advantages and industrial resource integration capabilities in 4K optical engines, 4K lenses, laser light sources, and complete machines, and has the ability to take the lead in popularizing laser TVs in the global market.
It should be noted that the significance of laser TV is not only to break the growth bottleneck of the color TV industry through the upgrade of display technology. It is more important for domestic manufacturers to jump out of the OLED display technology camp dominated by Korean companies, and it can also gradually Get rid of the relatively unfavorable situation of Japanese companies with strong fundamental strength in the liquid crystal field.
When the wind comes, it is better to make the wind. Mastering the independent technology of laser display is not only the key for Hisense to lead the market in the large-size and super-size segments, but also the key for Chinese color TV companies to grasp the right to speak and take the initiative in the international market.
Sometimes I have to admit that success is a kind of inertia. From the technological pioneer in the LCD era to the flag bearer of laser TV, it has led the domestic color TV industry for 14 consecutive years. It has maintained the top three positions in the global market for many years. It speaks with products and technology. As a footnote, this is the methodology of Hisense's success. Regarding laser TV, what Hisense believed four years ago is still believed. Driven by Hisense, and under the joint efforts of the laser camp, it is conceivable that laser TV will be more effective.
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