Supply-side reforms helped TV's transition to 51 high-end trends

In February 2016, the sales area of ​​real estate enterprises reached 102.301 million square meters, a year-on-year increase of 83%, and the sales amount reached 114.678 billion yuan, an increase of nearly 100% from the value of 57.759 billion yuan in February of last year. Depreciation of real estate was inadvertently Give domestic appliances some vitality.


Color TV's disappointing transformation touches the net to cater for supply-side reforms

In February this year, the retail volume and value of the color TV market were 3.35 million units and 9.6 billion yuan respectively, down 29.7% and 40.2% year-on-year, of which smart TV retail accounted for 72%; large-size, 48-and-larger size retail Volume accounted for 45%; 4K product retail sales accounted for 41%, curved TV retail sales accounted for 4%.

Although the decline is serious, it can still be seen that the high-end trend in the color TV industry has become even more apparent this year. At the two large-scale exhibitions in the beginning of the year, domestic color TV manufacturers have demonstrated light and heat on the world stage, and technological innovation has advanced into high-end color TV sets in the future. The main tone, domestic manufacturers is even more in this regard, Skyworth and LG to form an OLED alliance, TCL strength sub-point curved surface television, Hisense push ULED, laser television, color TV industry colorful.

In addition to the panel, major manufacturers have also begun to exert their power in new technologies, such as the HDR of this year's fire, which is optimized for short-circuit brightness of televisions, and improves the shooting and display dynamic range based on the adoption of new OETF and EOTF HDR technologies. With a higher degree of quantization accuracy, the TV system's ability to express latitude is increased to 105:1, and is compatible with current SDR viewing devices. Compared to SDR, it is like building a larger coordinate system, which reproduces a larger color gamut and a higher brightness dynamic range, and has greatly improved the integrated display capability of television.

At present, Samsung, Changhong, TCL, Hisense, Skyworth and more than 8 brands and more than 50 models of HDR TV products are on sale. The emerging Internet TV brands LeTV and Xiaomi also use HDR TV as the main launch point in 2016. HDR TV will reach 1.5 million units.

The supply-side reforms mentioned by the Central Government on many occasions are undoubtedly an extremely important signal for Chinese enterprises in the process of transition exploration. In the wave of supply-side reform, enterprises with backward thinking and insufficient innovation capacity will face elimination. This provides a transformation and breakthrough for the color TV industry that is in the process of transforming pains.

Multi-technology Qifei 51 sales to higher-end development

The popularization of 4K further influences the development of the upstream panel. The performance of the previous panel has been somewhat out of touch. The development of the TV panel technology in the past two years also has a long play, such as OLED, quantum dots, plasma and other panel technologies. , is improving the future industry-wide display level.

Ovid Cloud Network predicts that in 2016, OLED TV shipments will total 1 million units, 3.5 million units in 17 years, and 5.8 million units in 18 years. Among them, China expects 200,000 units in 16 years, 900,000 units in 17 years, and 1.9 million units in 18 years.

Especially OLED, it is a kind of new display technology totally different from liquid crystal. The biggest feature of this technology is that each pixel emits light independently, which means it can be completely turned off when it does not need to emit light. Therefore, it has a very perfect black display capability, and it has a liquid crystal in terms of viewing angle, color, and response speed. Difficult to rival.

The competition between OLED and liquid crystal is also unfolding. We know that OLED is also divided into FHD and UHD. Although 1080P FHD can still perform well in terms of yield, but its image quality performance and other aspects have little advantage for LCD, and 4K OLED is different. In all respects, the full pressure liquid crystal display was shown, but the yield was low, the volume was insufficient, and the price was high. Although the performance was excellent, the penetration rate was greatly affected.

And compared to liquid crystals, OLED's greater advantage is reflected in the plasticity of its body. It is reported that the thickness of OLED can be less than 1 mm, only 1/3 of the LCD screen, and the weight is also lighter, with the physical properties of folding, bending and so on. However, traditional LCD panels are difficult to implement, and if the issue of yield rates is resolved with the advancement of technology, the future direction of the panel market can be imagined.

Of course, LCD is still a chance to come back. The combination of curved surfaces and quantum dots is another breakthrough for traditional LCD TVs. It is reported that QDs can control quantum dots to convert blue LED wavelengths by combining quantum dots of different sizes. , in order to obtain a satisfactory light color, thereby enhancing the display of color performance. The gamut coverage is as high as 110%, and the combination with quantum dots can enhance the overall strength of curved TV.

The curved surface is a breakthrough in the appearance of color TVs. The total data of the Ove Cloud Network omni-channel push shows that the surface television penetration rate reached 3.4% in the first quarter of 2016, an increase of 2.6% over the same period of last year. The first clarion call from TCL and multiple starts In the market popularization campaign, Hisense, Changhong, LeTV, Xiaomi and many other colleagues quickly followed up. In less than a year, curved TVs have been popularized in the Chinese market, and they have quickly entered a new channel for heavy volume gains.

Curved TVs are more complex nowadays, with consumers' personalized needs, visually appealing to the human eye, high comfort, and a sense of telepresence, infinitely close to the on-the-spot sense of the cinema, combined with HDR technology, deepening the contrast ratio and grasping the details better.

There is also a hot spot beginning this year. I believe that everyone is familiar with it. That is HDR. The technical shortcomings of high brightness, high brightness, and high contrast are used to solve the problem of display brightness. Regardless of the panel, HDR can play its own role. In the future, this technology will become standard, and now there are already manufacturers that have combined HDR and OLED to enhance the integrated display capability of TV. For LCD, it will speed up its elimination or rejuvenate it, which is not known. .

It is said that Ovid cloud network analysis is expected that the size of 51 TVs will reach 3.02 million units, an increase of 2.1% over the same period last year, of which offline channels will occupy 79%, down 1.4% year-on-year, and 21% online, up 18% year-on-year. In terms of size, the 55-inch best-selling increase is the largest, 55-inch TV penetration rate will reach 31%, such as 4K, smart, curved, ultra-thin and other characteristics of product penetration will be further improved.

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