TV Industry Situation Analysis and Outlook in 2017: Technical Competition is Still at Home
In the end, since the beginning of 2017, color TV manufacturers have given us a lot of surprises. The same is true. The competition among quantum dot, OLED and laser is still fierce, leading the color TV industry. "wind vane".
TV display technology: only new people laugh old people cry CRT technology (CRT TV)
With the advent of the all-digital transmission era, the historic mission of the CRT as an analog display device has been completed. From the emergence of the first black-and-white TV in China to the emergence of the second-generation ultra-thin CRT TVs, the CRT TV industry has experienced the introduction, growth, and maturity stages. Technically, it also realizes an innovative transformation from black and white to color, from analog to digital, and from sphere to plane. It can be said that the gestation process of the CRT market is very complete and follows the life cycle of the product.
The advantages of CRT are: high brightness, good contrast, vivid colors, large viewing angles, etc. Ambient light has no effect on image quality. It's a pity that the waves from the Yangtze River push forward and the front waves die on the beach.
LCD/LED Technology (LCD TVs)
When the CRT TV reaches a certain level of fire, something new appears. This is the LCD TV. The LCD is constructed by placing liquid crystals in two parallel glasses. There are many vertical and horizontal small wires between the two glass panels. Control whether the rod crystal molecules change direction by energizing or not, and refract the light to produce a picture.
A few days after the LCD appeared, the LED appeared again. The LED is also a type of LCD TV. The difference between the LED and the traditional LCD TV is that different backlight sources are used, resulting in many different performances.
Recently, WitsView, a well-known data research company, released 2016 global LCD TV shipment data. In 2016, global LCD TV sales reached 219 million units, a year-on-year increase of 1.6%.
According to the latest analysis of WitsView, global LCD TV shipments in 2017 are expected to reach 225 million units, up 2.6% from 2016. Large-screen TVs of 50 inches and above will account for nearly 30% of total shipments, while UHD ultra high-definition TVs will account for 31.5% of total shipments.
OLED technology (OLED TV, representative manufacturer: Skyworth)
OLED technology is one of the three major technology camps at present, and the main domestic manufacturer is Skyworth, of course, other manufacturers also involved. The advantage of OLED technology is that it has abandoned the thick panel technology of the past and can be made thinner, with a more beautiful appearance and energy-saving, and at the same time it performs even better in brightness, color, and contrast.
Of course, the disadvantages of OLED can not be ignored. The first is that the yield rate is low. This is because the current technology is not very mature, which also leads to the high price of the product, and the market penetration is slow.
However, on February 6, 2017, BOE issued an announcement saying that in response to the rapid development of the OLED TV market and the urgent needs of users, BOE plans to establish and improve a printing OLED technology platform in Hefei, Anhui Province, which will be opened to the public. Downstream manufacturers, jointly conduct technology development and mass production technology verification, and jointly promote the maturity of the industry chain. After investing hundreds of billions in flexible OLED phone screens, BOE once again invested its investment direction in OLED TV screens. The first panel that Skyworth released for its own research and development of OLED TVs came from BOE. BOE is a leader in the domestic display industry and currently ranks as the second largest panel maker in the world.
However, according to the research institution IHS data, the global shipment of OLED TVs in 2016 was 650,000 units, with a share of 0.3%, and the shipment volume was US$1.7 billion with a share of 2.0%; it is expected that OLED TV shipments will reach 5.2 million by 2020 Taiwan, with a share of 2.1%, will ship a total of US$6.4 billion with a share of 7.4%. The future of OLED TVs is undoubtedly pouring cold water.
Quantum Dot QLED Technology (Representing Manufacturer: TCL)
Quantum dot technology is also one of the three current technology camps. The representative manufacturer is TCL. The photoelectric characteristics of quantum dots are very unique. It is stimulated by electricity or light and emits various colors according to the diameter of quantum dots. Pure high quality monochromatic light.
Quantum dot QLED display technology unique advantages so that the TV brightness is effectively increased by 30 to 40%, the backlight system color conversion efficiency is greatly enhanced, the screen color is more beautiful, taking into account the characteristics of energy saving and environmental protection, the screen brightness, color purity are WLED About 2 times the backlight system, the performance improvement is very obvious.
In terms of sales volume, according to TCL's 2016 data, global shipments exceeded 20 million units. It should be noted that the annual sales of TVs are about 46 million units, and TCL is almost 50%.
Laser Technology (laser TV, representative manufacturer: Hisense)
Laser TVs are very similar to the projectors we commonly see. The essence of laser televisions is through laser projectors and special metal screens. At present, the manufacturer mainly uses a blue single laser light source to transmit the image, and then it is presented through the curtain cloth. Because the curtain material is special, it can reflect the light source other than the laser projector, so it can also display a good picture in a high brightness environment.
From the products displayed by TV manufacturers at CES stations over the past few years, it can be seen that laser display technology has become the new darling of home appliance companies and projection companies. Sony, LG, Hisense, Changhong, Konka, Barco, Christie and other domestic and foreign large-screen display industry leaders are laid out in this area, and continue to make breakthroughs, laser display technology has also made considerable progress.
However, laser televisions are not widely recognized by all. Just in 2016, the sales volume was only around 10,000 units. In 2017, it will probably exceed 50,000 units. Compared with other technologies, it is simply poor.
HDR technology
In today's television field, 4K is undoubtedly a major trend. Since the number of pixels is four times that of 1080p, 4K can present finer details and textures. The hardware upgrade they bring will allow more users to enjoy the benefits of 4K resolution.
However, HDR is a completely different technology, which is mainly reflected in the way it changes the picture. Under the influence of HDR, the colors presented by the TV are more vivid, the black is deeper, and the objects on the screen are clearer. At the same time, the hue of the picture is also enlarged, alternating between cool and warm colors. Brightness is the key to HDR: Most TVs on the market have a brightness of about 400 nits, and some models have reached 750 nits. However, HDR TVs can reach a maximum brightness of 1000 nits. The increase in brightness can make the scene more realistic, especially in outdoor scenes.
Tradition and the Internet: This is the same root cause
Currently, there are Internet TV brands such as LeTV, Xiaomi, Coolo, etc. Compared with traditional brands, Internet TV relies more on marketing gimmicks and low-cost advantages, while traditional manufacturers fight hardware, so many people are saying that traditional brands urgently need Transformation, and already have companies doing, for example, Skyworth has made a cool start, Konka has made KKTV.
However, the situation in 2017 is somewhat special. Faced with the rise in the prices of various raw materials, especially the sharp rise in TV panel prices, companies are facing cost control pressures. The intensity of the 2017 Spring Festival promotional period has been reduced to varying degrees compared to previous years. This phenomenon is particularly prominent among Internet TV manufacturers. In late 2016, they claimed that they would not increase their price. Their own anti-stressed millet TVs also “sneaked up†their prices, and the low-cost advantage is no longer obvious. Therefore, it is also said that the transition of Internet brands is imminent. .
In this case, the scores of traditional manufacturers and Internet manufacturers should be 1:1, so in 2017, their war is still very fierce. Moreover, manufacturers should not place all their energies on the domestic "fighting in the bucket," but also have an international market vision. In this regard, Chinese brands have also begun to gradually implement a global strategic layout.
Among them, Skyworth acquired Metz in 2015, Hisense acquired Sharp USA, and Changhong acquired Sanyo TV. In 2016, LeTV invested US$2 billion in the acquisition of vizio, a native TV company in the United States, and created the largest M&A case in China's color TV history. However, it is not difficult to see that domestic companies have already risen to the "brand battle" in the international market.
The development trend of color TV sets: Haikuo’s high jump and high-flying days
The advantages of CRT are: high brightness, good contrast, vivid colors, large viewing angles, etc. Ambient light has no effect on image quality. It's a pity that the waves from the Yangtze River push forward and the front waves die on the beach.
LCD/LED Technology (LCD TVs)
When the CRT TV reaches a certain level of fire, something new appears. This is the LCD TV. The LCD is constructed by placing liquid crystals in two parallel glasses. There are many vertical and horizontal small wires between the two glass panels. Control whether the rod crystal molecules change direction by energizing or not, and refract the light to produce a picture.
Recently, WitsView, a well-known data research company, released 2016 global LCD TV shipment data. In 2016, global LCD TV sales reached 219 million units, a year-on-year increase of 1.6%.
According to the latest analysis of WitsView, global LCD TV shipments in 2017 are expected to reach 225 million units, up 2.6% from 2016. Large-screen TVs of 50 inches and above will account for nearly 30% of total shipments, while UHD ultra high-definition TVs will account for 31.5% of total shipments.
OLED technology is one of the three major technology camps at present, and the main domestic manufacturer is Skyworth, of course, other manufacturers also involved. The advantage of OLED technology is that it has abandoned the thick panel technology of the past and can be made thinner, with a more beautiful appearance and energy-saving, and at the same time it performs even better in brightness, color, and contrast.
Of course, the disadvantages of OLED can not be ignored. The first is that the yield rate is low. This is because the current technology is not very mature, which also leads to the high price of the product, and the market penetration is slow.
However, according to the research institution IHS data, the global shipment of OLED TVs in 2016 was 650,000 units, with a share of 0.3%, and the shipment volume was US$1.7 billion with a share of 2.0%; it is expected that OLED TV shipments will reach 5.2 million by 2020 Taiwan, with a share of 2.1%, will ship a total of US$6.4 billion with a share of 7.4%. The future of OLED TVs is undoubtedly pouring cold water.
Quantum Dot QLED Technology (Representing Manufacturer: TCL)
Quantum dot QLED display technology unique advantages so that the TV brightness is effectively increased by 30 to 40%, the backlight system color conversion efficiency is greatly enhanced, the screen color is more beautiful, taking into account the characteristics of energy saving and environmental protection, the screen brightness, color purity are WLED About 2 times the backlight system, the performance improvement is very obvious.
In terms of sales volume, according to TCL's 2016 data, global shipments exceeded 20 million units. It should be noted that the annual sales of TVs are about 46 million units, and TCL is almost 50%.
Laser Technology (laser TV, representative manufacturer: Hisense)
From the products displayed by TV manufacturers at CES stations over the past few years, it can be seen that laser display technology has become the new darling of home appliance companies and projection companies. Sony, LG, Hisense, Changhong, Konka, Barco, Christie and other domestic and foreign large-screen display industry leaders are laid out in this area, and continue to make breakthroughs, laser display technology has also made considerable progress.
However, laser televisions are not widely recognized by all. Just in 2016, the sales volume was only around 10,000 units. In 2017, it will probably exceed 50,000 units. Compared with other technologies, it is simply poor.
HDR technology
However, HDR is a completely different technology, which is mainly reflected in the way it changes the picture. Under the influence of HDR, the colors presented by the TV are more vivid, the black is deeper, and the objects on the screen are clearer. At the same time, the hue of the picture is also enlarged, alternating between cool and warm colors. Brightness is the key to HDR: Most TVs on the market have a brightness of about 400 nits, and some models have reached 750 nits. However, HDR TVs can reach a maximum brightness of 1000 nits. The increase in brightness can make the scene more realistic, especially in outdoor scenes.
Tradition and the Internet: This is the same root cause
However, the situation in 2017 is somewhat special. Faced with the rise in the prices of various raw materials, especially the sharp rise in TV panel prices, companies are facing cost control pressures. The intensity of the 2017 Spring Festival promotional period has been reduced to varying degrees compared to previous years. This phenomenon is particularly prominent among Internet TV manufacturers. In late 2016, they claimed that they would not increase their price. Their own anti-stressed millet TVs also “sneaked up†their prices, and the low-cost advantage is no longer obvious. Therefore, it is also said that the transition of Internet brands is imminent. .
In this case, the scores of traditional manufacturers and Internet manufacturers should be 1:1, so in 2017, their war is still very fierce. Moreover, manufacturers should not place all their energies on the domestic "fighting in the bucket," but also have an international market vision. In this regard, Chinese brands have also begun to gradually implement a global strategic layout.
Among them, Skyworth acquired Metz in 2015, Hisense acquired Sharp USA, and Changhong acquired Sanyo TV. In 2016, LeTV invested US$2 billion in the acquisition of vizio, a native TV company in the United States, and created the largest M&A case in China's color TV history. However, it is not difficult to see that domestic companies have already risen to the "brand battle" in the international market.
The development trend of color TV sets: Haikuo’s high jump and high-flying days
With the continuous improvement of the people’s living standards and the continuous transformation of the concept of consumption, there has been a new understanding and quest for consumer products such as television, which has also prompted color TV manufacturers to identify consumer tastes in the future development. There will be sales.
First of all, the degree of intelligence will be higher and higher, and this has become an inevitable trend of the moment, because whether it is a TV or a mobile phone, or even a refrigerator and air-conditioning washing machine, is such a development direction.
With the increase in the degree of intelligence, the products will be high-end, and the advantage of enterprises in creating high-end products is that they can obtain more profits and facilitate the shaping of brand image.
The other thing is that the economic growth has driven the consumption of the market to upgrade. The size of the TV will be bigger and bigger. From the previous 40-odd inches to the 55-inch most popular last year, presumably in 2017, the size of the size will also be increased. Will continue to increase, more than 60-inch products will become popular.
The final is the definition, the definition is very simple, from the previous 480 to the later 720P, 1080I, then 1080P, and now to 4K, even to 8K, the pursuit of clarity has never stopped.
Written in the final: In 2017, the color TV industry will undoubtedly be a very exciting year. Not only will there be fierce competition in color TV display technology, but the rising price of color TVs caused by the shortage of upstream LCD panels will be a big concern, which will also lead to price wars. Silently extinguished, the price surge quickly spread, this 2017, you expect it?
First of all, the degree of intelligence will be higher and higher, and this has become an inevitable trend of the moment, because whether it is a TV or a mobile phone, or even a refrigerator and air-conditioning washing machine, is such a development direction.
With the increase in the degree of intelligence, the products will be high-end, and the advantage of enterprises in creating high-end products is that they can obtain more profits and facilitate the shaping of brand image.
The other thing is that the economic growth has driven the consumption of the market to upgrade. The size of the TV will be bigger and bigger. From the previous 40-odd inches to the 55-inch most popular last year, presumably in 2017, the size of the size will also be increased. Will continue to increase, more than 60-inch products will become popular.
The final is the definition, the definition is very simple, from the previous 480 to the later 720P, 1080I, then 1080P, and now to 4K, even to 8K, the pursuit of clarity has never stopped.
Written in the final: In 2017, the color TV industry will undoubtedly be a very exciting year. Not only will there be fierce competition in color TV display technology, but the rising price of color TVs caused by the shortage of upstream LCD panels will be a big concern, which will also lead to price wars. Silently extinguished, the price surge quickly spread, this 2017, you expect it?
Smart TV/box information can focus on smart TV information network sofa butler (http://), China's influential TV box and smart TV website, providing information, communication, TV boxes, smart TVs, smart TV software, etc. Answering questions.
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