Through the price wars triggered by Internet brand substitution in 2016 and the increase in costs caused by the upstream of the industrial chain (especially panel makers) in the second half of 2016, TV brands are relatively low-key in 2017, but they are relatively low-key in China's home appliance industry. At the Consumer Electronics Show (AWE 2017), all manufacturers, especially traditional color TV brands with technology manufacturing as their core, still displayed their own "muscles". This is a "maintaining level" show of "display technology". It embodies the beauty of technology behind the annual flagship product.
Quantum Dots: Defend LCD "Dignity"
In recent years, the industry’s discussion on “next generation display technologies†has been heard. Despite the overall performance of the market, LCD TVs are still the mainstream, but it seems that they are increasingly being seen by the industry. However, this has a “tenacious†vitality. "Older generation" used its actual performance to tell the market, in fact, "I can still upgrade." The industry giants are also using new products created under technological upgrades, in fact defending the "dignity" of LCDs.
Quantum dot technology, the rapid rise in 2015, in fact, is based on LCD TV technology innovation, by breaking the LCD TV's original color gamut restrictions, so that the picture in the color control more accurate in place. Having a high-purity quantum dot technology can make the picture look more realistic and restore the image more naturally. The television brands such as Hisense, TCL and Samsung are speeding up and improving quantum dot technology.
On the first day of AWE 2017, Hisense released the 75-inch Scorpion Series ULED TV. China Electronics Standardization Institute's test results show that the product's peak brightness reaches 2200nit, dynamic contrast is as high as 30 million: 1, and the color gamut range reaches 120% of the NTSC standard color gamut. It is understood that the above “World of Warcraft†picture quality performance is thanks to Hisense independent research and development of ULED independent backlight control technology, the second is the effective application of the third generation quantum dot color enhancement technology.
In addition to the main super quality, Hisense Titan series ULED TV is also pursuing exquisite design, the whole machine adopts suspended picture frame design, a very narrow border, all-metal solid body: the front frame uses space aluminum, after bright diamond cutting Process processing molding, processing accuracy is only 0.03mm, equivalent to the accuracy of hair. The front sound net cover is made of stainless steel, and the sound hole is as high as more than 55,000; the back shell is processed by the corrosion carving technique, and the transparent bulletproof base looks bright like a mirror.
In terms of sound experience, Hisense has teamed up with Waves, the world's top audio company, to transform the top strength behind Grammy's audio technology into a professional effective solution for the deep customization of ultra-thin TVs. The limitations of traditional audio hardware, reproduce the perfect presence experience.
In addition, the artificial intelligence technology such as natural language understanding, image recognition, and intelligent sensing independently developed by Hisense Tianzhu series ULED TV applications has made breakthroughs in the scene-based services surrounding smart home life.
TCL, through the new product of its sub-brand XESS, demonstrated its key quantum dot technology. The technology's color gamut coverage can reach 110% NTSC and can restore more colors seen by human eyes.
Samsung also introduced QLED TV, an optical quality sub-point, which is said to have a peak brightness of 1500-2000 nits, which is 6 times that of ordinary TVs and 3 times that of WOLEDs.
Laser: Getting Rid of Japan and South Korea's "Technology Surrounding"
Laser TV, also gradually emerging in 2015, is considered as one of the “competitors of the next generation of display technologiesâ€. Compared with OLEDs, its advantages are that the technology is basically purely self-mastered, and it has jumped out of the "encirclement" of Korea and Japan. Helps domestic brands to better form competitive barriers. It has three major characteristics: maturity of the upstream industry chain, cost-price advantage, and healthy eye protection.
At present, the maturity of the industrial chain and basic industrial categories makes laser television a display system of “light source+optical system+light valve+projectionâ€, which greatly improves the screen size and can subvert the traditional LCD, OLED, and QLED technologies. Due to the limitation of the screen size, the "very low cost" of the unit display area can be obtained with excellent display effect. Because of its laser reflection imaging principle, huge screen without radiation and other reasons, it also has a healthy eye protection function.
In AWE 2017, Hisense 4K laser TV, as the world's first DLP ultra-short focus 4K laser TV, won the highest honor of the home appliance industry in the year - the China Home Appliances Aipulan Innovation Award. The victory of Hisense 4K laser television is said to benefit from the three major technical breakthroughs: high-processing optical engines, high-resolution lens design, and high-precision manufacturing processes. Hisense's 100-inch 4K laser TV consumes approximately 1/3 the power of similar-size LCD TVs, achieving an image performance of 8.3 million pixels.
In addition, Hisense 4K laser television uses the same display scheme and 3D implementation as the IMAX theater, as well as the Fresnel passive biomimetic screen and 5.1 professional HI-FI home audio without wiring, allowing users to enjoy at home. A 24-hour eco-theater experience limited by ambient light.
Compared to the price of Baidu TV, the price of Hisense 4K laser TV is only 79,999 yuan, only 1/10 of the similar size TV, the market share of the large screen TV with 85 inches and above is nearly half, and the cost and price advantage Let it become the "head sheep" on the current large-screen television market.
In the field of laser display, Hisense has applied for 320 invention patents, of which 74 have been authorized. The laser optical engine is independently researched and developed. The entire machine design, R&D, and manufacturing operate independently, and it controls 70% of the manufacturing cost.
In China, the main promoters of laser TVs are Hisense and Changhong. Laser TVs have entered the consumer market with large size and cost-effective advantages. Some manufacturers in the industry once disclosed that laser television has been included in the important strategy of product planning.
Large size + HDR: will be the industry "standard"
AWE 2017 shows the trend of the television industry almost at a glance. Previously, it is predicted that in 2017, the proportion of large flat plates above 55 inches will be expected to reach 36.3%, and the market share will increase by 5.4%, becoming the only growth segment in the market. In the next five years, the compound growth rate of the ultra-large screen over 85 inches will reach 110%, and the era of large-screen television consumption has already arrived. In AWE 2017, it can be clearly seen that the products launched by major brands are mainly based on 65 inches or more.
Unlike the mutual game between laser, OLED, and quantum dots, HDR can be combined with all three. Its main role is to increase the brightness of the picture to reach brightness peaks of 400 nits, 1000 nits, 1600 nits, 2000 nits, and even 4000 nits. As the brightness of the screen increases, the television is more outstanding in the viewing effect, and the texture of the screen is also more prominent. In addition, the addition of HDR will make the picture significantly improved in terms of contrast, color accuracy and other important indicators, thereby enhancing the ability to restore the picture.
In AWE 2017, the products supporting HDR are already the consensus of Hisense, Skyworth, Samsung, and LG. In addition, with the increase in HDR production content, HDR is bound to become an electric market product, at least the "standard" of high-end television products.
Hisense "Scorpio" ULED QD TV, equipped with excellent local light control technology, will enhance the backlight area to more than 500, brightness and contrast have been improved again, and support the "Dolby" and "HDR10" two international formats HDR video playback will reach 30 million: 1, peak brightness of 2200 nits, will be one of the TVs that can bring the best HDR video effects, ULED+ quantum dot technology is also considered to be the best technical solution to interpret HDR effect.
"Low profile" Internet brand
Embracing the Internet, transforming content services. This is the common choice of many TV manufacturers in 2016. In fact, the concept of "Internet TV" products mainly contributes to the television industry in two aspects: first, deepening the overall "intelligence" of products in the industry, and secondly, "combining software and hardware" with content.
The rise of "internet TV" first of all lifted the "intelligence" of television to a high level. The intelligence mentioned here also includes access to more new technologies and features, such as artificial intelligence (including motion capture, voice interaction, facial recognition, etc.), AR, naked-eye 3D, and so on. According to the survey data of China Yikang, it is estimated that the proportion of smart TV retail sales will reach 75.3% in 2016, an increase of 12.4% year-on-year.
Secondly, the combination of hardware and content models opens up new ideas for traditional TV manufacturers and breaks through the bottleneck of inventory growth. According to the “Global TV Drama Industry Development Report (2016)â€, the total production of TV dramas in China in 2016 was more than 400, which was 100 more than the previous year. However, the number of episodes per set was 4.7 more than the previous year. This phenomenon is precisely related to the rise of "net drama." Many people buy Internet TV, not just watching TV itself, but also looking at the amount of content it can provide.
However, for the time being, traditional TV manufacturers with technology manufacturing as their core have chosen to cooperate with content providers and quickly compensate for their shortcomings through relatively large existing users. Before the “emerging†Internet brand has a fresher play, it is still not enough to form a scale impact on traditional manufacturers, because in the manufacturing base, especially in autonomous technology, the gap between Internet brands and traditional brands may be worse than the former. The gap in content operations is more difficult to bridge.
The above content may be the reason why Internet brands are relatively low-key on AWE 2017. AWE 2017 emphasizes a kind of “progressionâ€. Relatively speaking, the progress of technology is more obvious in new products, and the provision of content services and the way users operate are generally convergent and have not yet been derived. Fresh play, as for artificial intelligence and other "complementary concepts", as the technology itself, has not yet matured, Internet brands and traditional brands are exploring. Compared with Internet brands that focus on soft content, traditional TV manufacturers such as Hisense, which has an advantage in technology manufacturing and focuses on improving its own technology, clearly have more say.
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