On December 25th, Hisense teamed up with Gome to set up the nation’s first 4K laser TV flagship experience shop. Not long ago, Hisense released new laser television products, including 5 sizes ranging from 80 to 150, all with 4K ultra-high resolution. This means that after completion of the layout of the large-size market, Hisense Laser TV has entered a brand-new stage of promotion and popularization of laser television.
Hisense is the first company in the industry to put forward the concept of laser television, and it is also the first enterprise to bring laser television products to the market. As early as 2007, Hisense began the research and development of laser television. In 2014, Hisense's first-generation laser television was launched.
Ten years of grinding a sword. Where does Hisense laser TV refer? Today, the picture is clear.
Breaking the color TV industry's progress
The largest size laser television released by Hisense was 150 baht. Converted, the screen size was approximately 3.3 meters by 1.8 meters, which was enough to match the size of the previous wall. In the past, this oversized TV was unimaginable, but today it has become commonplace in the TV market. This year, Xiaomi also released 150 new television products. The large size of 88 inches, 100 inches, 120 inches and so on has already become the protagonist in the new television conference of each company.
The big screen is the most undisputed future development trend in the color TV industry. Gao Yuling, general manager of Qingdao Hisense Laser Display Co., said that in the next three years, the market demand for large-screen TVs with more than 70 inches will exceed 4 million. According to IHS, a market research agency, the annual growth rate of the 80-inch and larger screen market will reach 100% in the next five years.
The difference is that in the face of the new Blue Ocean, companies have different layout ideas. Some companies still follow the original roads to launch large-size LCD TVs, and some companies have opened up a new path to launch laser televisions. Hisense is the firmest advocate of laser television.
Laser television, also known as laser projection television, is the product of cross-border fusion of projection technology and television technology. Its appearance is more like a projector. The host is separated from the screen. Using laser projection display technology, the screen is projected by the host onto the screen for display.
"Television's tangible 'screen' has already limited the progress of the color TV industry and must undergo disruptive innovations to break the 'screen' flaw." Liu Hongxin, president of Hisense Group, said.
In Hisense's view, large-size LCD TVs have problems with transportation and installation and high prices due to their large screens, affecting the popularity of users. Zhong Qiang, Vice Minister of Laser Display Research and Development of Qingdao Hisense Laser Display Co., Ltd. said: “A TV that is as large as a wall is very difficult to transport.â€
And more importantly, the price issue. "The larger the size of the LCD screen, the lower the yield, the higher the price, and the higher the price of the final product TV. Moreover, the relationship between size and price is not linear. The larger the size, the lower the size. The greater the price difference, "Zhong Qiang said, a 100-inch LCD TV is priced at nearly 500,000 yuan. The same size laser TV price is only a few million.
"Understanding TV" is the biggest advantage
In the past two years, the laser TV market has been surging, and more and more companies are laying out on laser televisions. According to statistics, more than 20 companies worldwide have launched laser television products. Among them, there are traditional color TV companies including Changhong and Konka, as well as old projector companies including Optoma, Epson and BenQ, as well as emerging Internet companies including millet, rice, and nuts.
The cross-border nature of laser television has made the market environment of the color TV industry more complex. With the increase of inbound players, competition is bound to become fierce. This year, a certain brand released a 150-inch laser projection TV with a price of less than 10,000 yuan. It has created a huge wave in the industry. Some people say that the laser television industry will usher in a round of reshuffle.
However, Hisense is not worried about this. Liu Hongxin said that Hisense will openly welcome more manufacturers to integrate this trend of dramatic changes in television, and is willing to provide new entrants with all-round services ranging from technology to industrial resource integration.
Dare to say this, Hisense is emboldened. Currently, Hisense Laser TV has achieved 100% independent R&D and 100% independent production. Zhong Qiang said that as a pioneer, Hisense leads the industry for about one year to one and a half years. “One of the most intuitive performances is that current Hisense laser TVs have achieved 4K across the board, while most other manufacturers are still 2K. This year, some manufacturers have introduced single 4K products, and we launched the world’s first 4K in 2016. Laser television."
He analyzed that although laser television is a new generation of products that incorporates projection technology, it is ultimately still a television product that satisfies consumer demand for television, including quality, service life, and usage habits. For this reason, Hisense raised the brightness, resolution and contrast of the screen to the level of ordinary LCD TVs, and equipped the laser TV with an anti-ambient light screen.
"Hisense knows television too well. We have transferred the experience and technology accumulation of television to the laser television for many years, including the core technology of image quality processing. This is where we have an advantage over other cross-border manufacturers." Speak strong.
The market also gave Hisense enough recognition. According to statistics from Yikang, a market research organization, the market share of Hisense's laser TV has reached about 60% in the large-size TV market of more than 80 inches. Gome and Hisense, one of the largest retailers of home appliances, set up a 50-square meter experience area for Hisense laser TV. Wang Junzhou, president of Gome Retail, once said publicly that he is confident in all aspects of Hisense's laser television from R&D to production.
Master future industry initiative
Complete the layout of the large-scale market is only the beginning of the layout of Hisense laser TV. Zhong Qiang said that in the future, Hisense will also launch small-size laser televisions, provided the price is lower than that of LCD TVs of the same size. “At present, the development of laser television is still in its infancy and the price is still relatively expensive. With the increasingly mature technology and upstream industry chain, prices will have a rapid decline. By then, we will replace small-size LCD TVs.†Within Hisense It has always positioned laser television as the next generation of television. Full-size coverage is its ultimate goal.
LCD TVs are third-generation televisions following black and white televisions and color televisions. However, LCD TVs have begun to decline after reaching the peak of technology in recent years. The industry has begun to look for fourth-generation TV solutions that replace LCD TVs.
“Currently, the two camps have the biggest momentum. One is the laser TV camp led by Hisense, and the other is the OLED (organic light-emitting diode) television camp led by South Korea's LG.†Zhong Qiang said.
Laser TVs have low energy consumption, strong color expression, and reflective imaging principles have a low eye damage. These are the recognized advantages of laser televisions in the industry. However, the reason why Hisense insisted on the independent research and development of laser television for ten years, in addition to these factors, there is a deeper level of consideration.
“We want to firmly take the initiative in the future development of the television industry in the hands of Chinese companies.†Zhong Qiang said.
In the era of LCD TVs, although the size of the Chinese TV industry has expanded rapidly, the initiative of the industry has been in the hands of Japanese and South Korean companies. The reason is that Japanese and Korean companies have mastered the core technology of LCD panels. Zhong Qiang explained: “The technology and cost of LCD TVs are mainly reflected in the panel. The performance of LCD TVs depends on the performance of the panel. The cost of the panel accounts for 60%-70% of the total TV cost. In this way, as a downstream TV Manufacturers can easily be led by the upstream panel makers."
Earlier this year, many domestic color TV companies suffered a decline in profits, and the upper reaches of the Korean panel companies to reduce production, LCD panel prices have a certain relationship. With the rising cost of raw materials, companies have to raise prices on television, causing shrinking performance and a very passive situation.
What Hisense wants to change is a similar situation. Hisense's idea is to choose a display solution that no longer depends on the panel's "element separation" to realize "change lanes and overtaking" in the development of next-generation televisions. Zhong Qiang said: “OLEDs only have different lighting principles. It still depends on the panel. The key display elements of laser TVs are completely separated, so that the initiative for the development of the industry will not only be in the hands of a few companies, and the development of the industry is flexible. Sex will be higher."
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