Who will be bleak? High-end market has become China's color TV bag

For the old color TV companies, the development of China's color TV for 20 or 30 years can be said to be everywhere: competition in price and marketing in the initial stage, performance and technology in the development stage, quality and service in the mature stage, and domestic opponents After foreign giants, fight Internet brands ... ... No matter how many people initially optimistic about their opponents, and finally found that these old strong teams insisted. Because they have a "manufactured" heart: insist on innovation, trust in technology, and finally usher.
On April 20th, Hisense TV officially announced the launch of the "Ban plan", and also announced the first 2018 World Cup custom TV - the ULED super quality TV series. Almost the color TV company's last spring release of Hisense, laid the tone for the transformation of China's color TV industry to the high-end market, and also launched the international horn of China's color TV.

After nine goals Pan Xiaoting (third from right) assists Hisense TV
High-end, already in the bag In recent years, the global color TV market has undergone a marked change in the pattern. Chinese brands and the Chinese market have become the most dynamic markets. The data shows that in 2016, the average size of LCD TVs in the Chinese market and the penetration rate of smart TVs and 4K TVs surpass both Europe and North America, ranking first in the world.
The total data of Zhongyi Kang push shows that in 2016, the retail sales volume of foreign and domestic color TV brands accounted for 15.1% and 84.9% respectively, which were -6.2% and 10.6% year-on-year, respectively; the retail sales accounted for 21.8% and 78.2% respectively, They are -16.3% and -3.3% respectively. At the same time, in 2016, foreign and domestic color TV brands accounted for 18.8% and 81.2% of the retail sales in the 55-inch and above market respectively.
China's color TV brands and foreign brands have competed in high-end market competition. In all color TV companies, Hisense, with its technology, has undoubtedly unique advantages.
For example, in the field of smart TVs, Hisense has now carried out ten years of research and development and technology reserves. Liu Hongxin, president of Hisense Group, told a household appliance reporter: “Hisense has obtained 179 domestic and foreign technology patents in distributed storage, big data analysis, natural speech understanding, and computer vision, and has formed a number of companies, including smart content management companies and smart home companies. , a complete industrial and technical supporting system including domestic R&D bases, overseas (Canada) development companies, and artificial intelligence application projects with Chinese Academy of Sciences in-depth cooperation.”
Liu Hongxin introduced that the development of smart TV in the past decade has experienced a simple pre-installed application after the 1.0 era of television network access, a relatively complete and mature intelligent system and content ecology in the 2.0 era. In the next five years of development, smart TV will rely on the cloud. The application of computing, big data, artificial intelligence, and internet of things technology has been fully upgraded to smart TV.
According to the data in the first quarter of 2017, Hisense’s market share in the large-screen 55-inch and larger screens reached 18.71%, continuing to lead the domestic market, and Hisense ULED products have become the backbone of the high-end market in China and are highly favored by users.

High-end: has become the trend of the times whether it is the "supply-side reform" strategy proposed by the market itself is still the pressure, rising material costs, high-end is color TV companies must choose the road.
Zhong Yikang’s total data show that in the first quarter of 2017, the retail volume of color TVs was 11.53 million units, a year-on-year decrease of 12.48%; sales volume was 37,566.66 million yuan, a year-on-year decrease of 6.01%.
Deputy General Manager of Hisense Electric Hu Jiancong told a household electrical appliance reporter: “The domestic market has entered a period of adjustment after rapid development in recent years. The decline in sales in the domestic market in the first quarter of 2017 is more obvious. However, as we have conducted in recent years, Structural adjustments have performed relatively well in mid- to high-end markets. Therefore, Hisense's '璀璨 plan' is also intended to bring us a better upward trend through structural adjustment."
On the other hand, the rising price of liquid crystal panels has also forced color TV companies to increase their efforts in high-end. Hu Jianchong said: “The panel price rise that began in the middle of last year was very large, especially the small- and medium-size increase. It was very obvious, for example, that the 32-inch panel rose from 50 to 70 US dollars. This has been suppressed. Consumption of small and medium-sized TVs."
At the same time, the "Internet TV" of the spoilers of previous years succeeded in squeezing into the color TV market by relying on unaffordable prices, but continued losses had to allow them to begin "to lower prices." Hu Jianchong believes that low prices must not be the norm, and they (Internet TV) are welcome to return to the normal track.

Hey: Who will be dimmed?
When you open the curtain, it will inevitably make others look dim.
The first one to face pressure will of course be domestic competitors. Whether it is quality, sound quality, design or smart experience, it will further widen the gap with its rivals.
As the official designated product of the 2018 World Cup, Hisense ULED series uses ULED adaptive dynamic backlight control and quantum dot four-dimensional color reproduction technology. Each backlight can achieve 4096-level fine dimming, which can restore the picture level, detail and color more truly. This product uses the Motion Flow intelligent motion frame measurement technology to clearly and fluently restore true physical motion trajectories and is more suitable for viewing large-scale sports events. The whole machine adopts borderless ultra-thin design, side polished aluminum alloy with two color oxidation design, with tens of thousands of miniature pyramids cut texture; all-metal front speaker adopts advanced nano-gradient two-color spraying process, the rear shell adopts European-style high strength With no screw design, the swan neck single-leg bracket design makes the whole screen lift off the ground.

Deputy General Manager of Hisense Electric Co., Ltd.
The second blooming stage will be the global market. Liu Hongxin said: "Hisense ULED ultra-definition TV series is the first series of Hisense implementation plan launched, will be listed in more than 30 countries and regions in Europe, Australia, South Africa, the new series of Hisense is also for fans around the world to create The first customized World Cup series is the official TV product designated for the 2018 World Cup.” Sponsorship of the World Cup is a milestone in the international development of the Hisense brand. It is believed that the 璀璨 series of products will also become benchmarks for Hisense products to the world.
The Hisense ULED series also applies the professional sound recording technology that Waves's first brand, Waves, has designed for Hisense. This technology is derived from the recording plug-in technology that Waves has praised by over 400,000 professional recording studios around the world. The Laimei® Technology Awards.
The third nature is the smart market.璀璨 series of new products to achieve intelligent voice interaction, face recognition, video sharing, smart home and scene content services, will bring users a convenient, rich, intimate experience of the use of smart TV.


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