The TV industry is now facing a difficult situation. Due to the development of computers and smart mobile terminals, TVs have gradually become a chicken rib. How to keep users in the living room and pull them to the front of the TV is the face of TV manufacturers. The most important issue. How to develop TV in the future? How should the future TV be defined?
Recently, the 2012 China International Flat Panel Display Cooperation and Innovation Development Conference and the International Annual Summit on Intelligent Display Development were held in Beijing. In 2012, smart TVs launched new frequencies faster, and their functions became more and more abundant. The market has entered a period of stable growth. According to data from AVC, the sales volume of smart TVs continued to grow in the second half of 2012, and the penetration rate increased rapidly. It is estimated that the annual retail scale will be 10.32 million units, accounting for 26% of the total flat-screen TVs. In products over 50 inches, the trend of intelligent standardization is becoming more and more obvious.
Xiaowei Jin, deputy general manager of Aowei Consulting, said that the integration of the three networks is accelerating, and the number of people directly covered has now exceeded 300 million; China's broadband strategy and the rapid development of fiber to the home; factors such as the popularity of smart TV promotion in the entire industry will promote In 2013, the smart TV market scale increased to more than 25 million units, accounting for about 58% of the entire market.
TV will be redefined in the future
Hao Yabin, vice chairman of the China Electronics Video Industry Association, said that smart technology will completely change the traditional value format of the color TV industry. Driven by the vertical integration of the current smart industry chain, smart TV will follow the multi-directional model of video, application, transmission and terminal. Infiltration, traditional color TV manufacturers will enter the content industry, cross-border integration will occur frequently in the next few years, and the TV concept will be redefined. Innovative experience and application are important conditions for supporting industrial development and technological progress. The high resolution and ultra-thin design of TV screens are the future development direction.
The panel line scuffle begins with a domestic self-sufficiency rate of 30%
Hao Yabin revealed that at present, a number of 4.5-generation lines, 5th-generation lines, 6th-generation lines and 8.5-generation lines have been built in China. In 2012, the output of color TV panels will reach 24 million, accounting for 10.5% of the global share. With the full production of the 8.5th generation of BOE and China Star Optoelectronics, it is expected to reach 44 million pieces in 2013, accounting for 17.6% of the global share.
Li Yaqin, research director of Qunzhi Consulting, said that under the current state that the main high-generation production lines are fully operational, it is estimated that the domestic TV panel self-sufficiency rate will remain at around 30.1% in 2013. Xue Wenjin, vice chairman of the Nanjing Flat Panel Display Industry Association, revealed that the Nanjing Panda Gen 10 line has been approved by relevant government departments. However, due to the negotiations between Sharp and Hon Hai and market efficiency, there are still variables in the project, and it may be changed to the Gen 8.5 line. . The full production of multiple panel lines has changed the situation in which domestic panels are highly dependent on imports.
Channel efficiency is an important factor in the rural market
The countryside is an important growth point for the domestic TV market in the future. According to data from the China Electronics Chamber of Commerce, the growth rate of the third- and fourth-tier markets has clearly surpassed that of the first- and second-tier markets. It is expected that the proportion of the third- and fourth-tier markets will reach 55% in 2013. With the overall sales volume of flat-panel TVs remaining at a low growth rate of 45 million units, the competition in the third and fourth-tier markets will become fierce.
The structure and characteristics of rural outlets determine the channel efficiency is the most important, and dealers with certain sales or agency capabilities in the third and fourth-tier markets can help promote the entire market.
Smart TV user experience is poor
Although the proportion of TVs equipped with smarts continues to increase, the experience that smart TVs bring to users is still not perfect. Customized content and application functions cannot meet consumer needs, and the ecological industry chain is far from mature. "The human-computer interaction is not smooth, the content is scarce, the application is indiscriminate, and the price is high" is the user's evaluation of smart TV.
In addition, the later consumption costs of smart TVs are also higher. In addition to the cost of broadband, various interactive functions such as games and health need to be purchased separately to achieve control functions, which increases the cost of use. The convenience of smart TV also needs to be further improved.
Diamond LED challenges AMOLED
Liu Hongda, the founder of iGreen Taiwan, introduced the super wide-color gamut display technology Super Diamond LED and Silence super energy-saving technology developed and designed by himself. By re-changing panel design and materials, developing optical system architecture, and developing ASIC driver chips, the display color gamut (Gamut) of the company's Diamond LED technology can exceed 10 to 25% of AMOLED panels and reach 135% to 145% of NTSC standards. The contrast of light and dark reaches 100000: 1. Combined with Silence ultra-energy saving technology, power consumption can be reduced by 20 ~ 50% compared with traditional LCD or AMOLED panels. The comparison between Super Diamond LED and other display technologies is shown in Figure 1.
Figure 1 Performance comparison between Super Diamond LED display technology and other display technologies
AMOLED panels have always been limited by size and production yield, and the material itself has reliability issues, so it is difficult to popularize large-size panels. Diamond LED can directly mass-produce 5-70-inch panels using the existing TFT process.
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