Hisense, a leading laser TV company, recently released a big move, launching a "free trial for 10,000 people" program. From Ding Technology's point of view, this is a very challenging marketing activity: on the one hand, it can promote the accelerated popularization of laser TV, and on the other hand, it is also a test of Hisense laser TV products and service capabilities.
In fact, not only at the marketing level, but also in terms of products, technology, standards, etc., Ding Technology has learned that Hisense Laser TV will be launched in a big way. Speeding up all-round and speeding up popularization, laser TV has entered a new development cycle.
The size continues to drop, the liquid crystal is under serious pressure
In May of this year, Hisense launched the 80-inch laser TV L5. For the first time, this TV started a replacement for large-screen LCD TVs of 65 inches and above at a price of over 20,000 yuan.
Facts have proved that Hisense has successfully reduced the size of laser TVs from 150 inches, 120 inches, and 100 inches to 80 inches. Since its launch in mid-May, Hisense’s 80-inch laser TV L5 has achieved impressive results within 100 days of its launch. Its market share of 80-inch and above super-large-screen TVs has basically remained above 25%, and it has occupied TV for 10 consecutive weeks. Top ten best-selling products. In the 26th week of this year, Hisense’s 80-inch laser TV L5 topped the best-selling list in the TV market. This is also the first time in the history of China’s color TV market that it has been occupied by laser TVs.
The great success of L5 has strengthened Hisense's confidence in continuing to push down the size of the laser TV. Wang Wei, deputy general manager of the Laser Display Company of Hisense Group, told Ding Technology that Hisense’s laser TV will develop into a smaller size and is expected to launch a 70-inch laser TV early next year.
Zhong Qiang, deputy general manager of the R&D department of the Hisense Group Laser Display Company, told Ding Technology that the difficulty of lowering the size of laser TVs lies in achieving the same level of brightness, contrast, clarity and other indicators of LCD TVs, while ensuring a certain price advantage. , This is a capability that many other companies do not possess.
According to Ding Technology, once the size of laser TVs reaches 70 inches or less, it will have a greater impact on the LCD market. You know, the average size of LCD TVs is constantly increasing, and the best-selling size segment on the market is 55 inches, and it will continue to rise in the next few years. The drop in the size of laser TVs will directly confront liquid crystals, splitting the market that originally belonged to liquid crystals.
The LCD alarm bell has sounded. The subversion of the screen without screen, although the process is long, but the trend is already evident.
Technology accelerates iterative full color era will open
Since the development of laser TV for more than 5 years, the technology is constantly iterating. From 1080P to full 4K, from monochrome to two-color, Hisense is a leader in the advancement of laser TV technology.
After the two-color 4K, what direction will the core technology of laser TV develop? Wang Wei revealed that Hisense will launch full-color laser (three-color) technology.
It is understood that compared with two-color laser TV, full-color laser TV is more technically difficult. Hisense's three-color laser will completely remove the phosphor wheel, and the RGB three-colors are completely dependent on the three-color lasers.
"This method is a brand-new optical circuit design, which needs to solve the optical path design innovation, solve the efficiency problem of the three-color laser, and the inherent speckle problem of the laser, etc." According to the research and development personnel, the innovation in the optical path design and heat dissipation of the laser TV As for optimization, Hisense has the most experienced and high-tech optical team in the industry. At present, Hisense has completed technical research and development and is truly capable of mass production.
Zhong Qiang revealed that Hisense tri-color laser TV will be launched at the end of this year or early next year, bringing users the purest laser TV experience.
Zhong Qiang is very confident about the technological superiority of laser TV. He said that there is a standard in the high-end display field called PT2020. Theoretically, only laser TVs can reach this standard. Other current schemes cannot.
Of course, the picture quality is not inferior to the LCD but the basics. Laser TV has the technical advantage that LCD does not have, that is, health and eye protection. Recently, the Saixi Laboratory of China Electronic Technology Standardization Institute and Peking Union Medical College Hospital, an authoritative testing organization directly under the state, obtained 144 sets of test data through strict comparison tests between people watching laser TV and LCD TV under the same conditions. Data confirms that laser TV does have strong eye-protection properties, especially in terms of ciliary muscle activity indicators that are highly related to whether the human eye is nearsighted or not, and even has a significant improvement effect.
It is foreseeable that with the continuous iteration of technology, the audio-visual experience of laser TV will become better and better, which has laid a solid foundation for the popularization and growth of the market.
Leading the development of standards and opening up enabling industries
The two-wheel drive of products and technology has given Hisense Laser TV an explosive growth trend. According to data from Zhongyikang, from January to August this year, Hisense laser TV retail volume increased by 407.44% year-on-year, and retail sales increased by 197.60% year-on-year; it occupies half of China’s 80-inch and above market, of which August’s retail volume accounted for It even reached 64.37%.
A single flower is not spring. Hisense is soberly aware that if only Hisense is unique, the laser TV industry cannot become bigger and stronger, and Hisense will ultimately find it difficult to continue to make profits.
Wang Wei told Ding Technology that although Hisense Laser TV has the first-mover advantage and is unmatched in core technology and manufacturing capabilities, Hisense will not be conservative, but is willing to open up many capabilities, including optical machines, to Other companies help them develop laser TVs and jointly expand the market. "At the time, the plasma market was too conservative, which led to LCD eventually becoming the mainstream of the market. Therefore, Hisense Laser TV will promote the development of the industry with an open mind." He said.
The good development prospects of the laser TV market have indeed attracted many companies to join. Driven by Hisense, more than 20 companies have entered the laser TV industry. But at the same time, the phenomenon of uneven products is also very prominent, causing hidden dangers to the healthy and sustainable development of the laser TV industry.
Zhong Qiang said that some brands use projection products as laser TV products to promote, and some brands do not define laser TV products according to TV standards, which has caused chaos in the market. For example, the concept of "laser TV" and "laser projection" is not clear, the configuration is different, and the price is confusing; "brightness" is the core indicator that determines the effect of the laser TV picture, and there are also various brightness units and brightness indicators on the market. Method, so that consumers are very confused.
To this end, Hisense also actively promotes the establishment of industry standards. In 2017, manufacturers such as Hisense and the Digital TV Standard Compliance Testing Center of the Ministry of Industry and Information Technology jointly took the lead in drafting the "Laser TV Technical Specifications", which is the first industry standard for China's laser TV industry.
Zhong Qiang said that Hisense has taken the lead in formulating three domestic standards, which are basically mature now. "For example, there are mandatory industry standards. There are two hard standards for the definition of laser TV. The first is the standard anti-light screen, and the second is the ability to receive broadcast and television signals. Of course, there are other specific technical standards. This regulates the development of the laser TV industry." He said.
In addition, at the end of this year, the China Electronics Video Industry Association will soon establish a laser TV industry branch, and Hisense is also actively participating in related preparatory work. After the establishment of relevant standards and branches, China's laser TV industry will enter the fast lane of standardized and healthy development. This is inseparable from Hisense's great contribution.
With the all-round development of marketing, products, technology and standards, laser TV will enter a new straightforward acceleration period.
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