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In 2016, we have entered the second half of the year. Here, the author will make an inventory of the major events in the television circle in the first half of 2016 to see what is worth our attention and what are the reflections and future trends brought to the industry.
1, HDR is generally respected, picture quality is still the main theme of color TV competition
HDR technology is undoubtedly the hottest image quality technology in 2016. The color TV industry also generally believes that 2016 is the first year of HDR TV. Various color TV companies have adopted HDR technology as their focus. The report shows that there are currently more than 8 brands, 34 series, and more than 50 HDR TVs on the market. It is expected that the overall sales this year will be within 1 million units, and consumption is expected to grow exponentially next year.
In the TV flagship products released by color TV companies in the first half of this year, the HDR (High Dynamic Range) function has basically become the standard, and it is promoted as the primary selling point. However, there are many technical schools and there is no unified standard. On May 19, the AVS (Digital Audio/Video Coding and Decoding Technology Standards) Technology Application Joint Promotion Working Group formally established the HDR Thematic Group and held the first plenary session of the HDR Thematic Group to put the Chinese HDR standard on the agenda and strive to The draft standard text will be completed by the end of this year. Not long ago, the HDR LCD TV technical specifications and HDR OLED TV technical specifications jointly formulated by the China Electronic Video Industry Association and the market-related entities have also been issued successively, which will play a supporting role in regulating the market and the popularity of HDR products.
Comments: HDR is the core enhancement technology for picture quality display performance. It can provide richer picture detail and shadow detail, as well as brighter colors, allowing viewers to have a more impactful viewing experience. TV pixels from HD to full HD to 4K, pixel quality improvement is a key point, but in the 4K era, so that every pixel more high-quality display service for the image quality has become the key, this time the HDR technology It became the main theme of display performance. And because of the HDR technology, HDR has added points to the improvement of the LCD TV's image quality in the critical period of LCD TV and OLED TV technology competition. In a sense, it even promoted LCD TVs. The competitiveness of the LCD TV gave new vitality.
2. Chinese brands account for half of the world's top ten, and the pattern of color TVs has changed
In May, IHS Technology, a world-renowned research organization, announced the top 10 LCD TV brands in the world. It is estimated that there will be a big change in rankings in 2016. In addition to Samsung and LG, the number of mainlanders will be five, and Hisense will be ranked third. The rest are TCL, Skyworth, Haier and Changhong. In addition, AOC, as a registered brand in Hong Kong, China, will also enter the top ten. The top ten global color TV market share is 72.8%.
On May 24th, Skyworth acquired the Toshiba TJP plant in Indonesia, established a “Southeast Asian manufacturing baseâ€, and tried to sell televisions under the “Toshiba†and “Skyway†dual brands. On May 19, TCL announced its cooperation with Elaraby Group, the largest home appliance company in Egypt. On July 22, TCL partnered with Brazil's home appliance leading company SEMP. Both sides jointly invested approximately US$60 million to build a joint venture company, SEMP TCL, to further improve the internationalization strategy. layout.
On June 20th, the official launch of the unified brand “CEIBS†reached Poland and held a grand “Unified Brand Sino-Australian Banyin Polish/European Ceremonyâ€. Chairman of the State Assembly in Poland, Xi Jinping and Poland President Duada attended the ceremony. Li Dongsheng, Chairman and CEO of TCL Group, was invited as the only company representative to participate in the event. According to Li Dongsheng, TCL relied on the national strategy of the “Belt and Road†initiative to take root in the region and take root in the local industrial capacity, R&D and service capabilities of Chinese manufacturing industries, win-win cooperation with local communities, accelerate the process of localization, and shorten the time cost of adapting to the local market. It is hoped that within three years, the proportion of TCL Group’s overseas revenue will further increase to 50%.
Comments: In recent years, China's color TV brands have expanded from high-end markets such as Southeast Asia, Africa, and the Middle East to the United States, Europe, and other high-end markets through international mergers and acquisitions and overseas plant construction. The international market share has continued to increase. Among the top ten color TV brands in the world, Chinese brands accounted for more than 70%, indicating that China's color TV companies have gradually increased their global voice, and this overseas expansion will also become the only way for color TV companies to expand in the future.
3. Large-screen and high-end color TV market
The semi-annual report of 2016 tells us that it is 65 inches. More than twice as many as in the same period last year, the second quarter more than doubled in the first quarter, while the amount of 65-inch OLED TVs reached five times the first quarter in the second quarter. Last year, the mainstream screen was 55 inches. It can be seen that the big screen trend in the color TV market is inevitable.
The price war in the menu industry has been the key to vicious competition. In the process of Internet brands capturing the market, the industry reserve price is refreshed again and again. On June 16, Hisense released VIDAA, the first high-end brand of China's Internet TV market, in Beijing. At the same time, VIDAA released its first V1 series of high-end Internet TVs. This is Hisense’s creation of VIDAA smart TVs in 2013. After the system, the 4th iterative upgrade to date has been completed. The goal is to meet the high quality and personalized needs of young users for Internet TV. According to Hisense, VIDAA has already planned to build an Internet TV brand since its inception. By building a high-end Internet TV brand, Hisense has achieved a 50% market share in online high-end TVs this year.
Comments: Consumer demand for TV sizes is always on the rise, and there is a clear trend for TV screens. It will also be a key point for everyone to compete. In the case of many Internet brands entering the market, the transformation of traditional manufacturers, and the mutual benefit between online and offline, a simple price war will only allow the TV industry to enter an endless cycle of vicious competition. In order to eliminate the curse of low-end competition and cater to the personalized needs of high-end Internet users, pushing high-end online brands has become an important way for color TV manufacturers to increase profits and enhance their image. However, for manufacturers, how to quickly win high-end users and seize market share in the online market remains to be explored.
4, the next generation of display technology dispute
(1) Next-generation display technologies that are generally optimistic about the industry - OLED
2016 is the first year of the development of OLED TVs. The industrial chain has matured from the top to the bottom of the layout of OLED TVs. LG and Skyworth have spared no effort in OLED TVs. Manufacturers follow-up and investment industry are optimistic about the OLED technology, it can be said that OLED has entered the final bottleneck to make up the run and subvert the market's sprint.
On April 14th, at Skyworth Spring's new product launch event, Skyworth's Warner and Tencent Penguin TV launched a new 4K HDR OLED organic TV S9-I, featuring end-to-end HDR support and 4K OLED, which is by far Skyworth's highest The technically configured OLED TV also clearly targets the annual sales of 200,000 OLED TVs. In 2016, OLED TV products and brands were even more abundant, and color TV manufacturers also further improved their sales of OLED TVs. LGD expects global OLED sales in 2016 to reach 1 million units, and it will reach 1.5 million units or more by next year. By 2018, it will target sales of 2.5 million units. In this regard, Skyworth stated that although Skyworth has entered the fourth year in the promotion of OLED TVs, this year is the true first year of OLED product promotion.
Comments: With the drop in OLED costs and increase in yield, LG and Skyworth are full of confidence in the OLED TV market and are fully deploying the OLED market. However, LGD is the only upstream panel company that can mass-produce OLED TV panels. The market size is still limited. Although Skyworth hopes that the OLED TV sales target can grow to 200,000 units this year on the basis of 20,000 units in 2015, it remains to be seen whether this goal can be achieved.
(2) Electro quantum dots will beat OLED
As a company that focuses on quantum dot technology, TCL has officially launched the trial of quantum dots in the domestic market since the introduction of Quantum Dot TV in 2014. And this year, QUHD Quantum-dot TV was launched, which has made major breakthroughs in audio and video quality, and has taken the lead in promoting the commercialization, commercialization, and marketization of quantum dots. According to the results of the first public test conducted by domestic authoritative Terent laboratory, the core indicators of the QUHD TV far exceed the industry, especially the color gamut coverage is the highest value in the large database, the peak brightness exceeds the industry average of 77.9%, and the color brightness exceeds the industry The average level is 26%.
On July 22nd, TCL successfully concluded the "Scientists Face to Face - Quantum Dots Display Science and Technology Podium" event held in Zhejiang Grand. The competition between OLED and Quantum Dots technology also basically ended. Ranked eighth in the world rankings, authoritative experts in the quantum dot field, Professor Peng Xiaogang of Zhejiang University used scientific data to announce that quantum dot technology will become the core technology in the future display field.
Professor Peng said: "With the development of electro quantum dot technology, in less than five years, China's color TV technology will surpass Japan, South Korea, Europe and other developed countries." With the development of photoluminescent quantum dots in the development of electro-luminescent quantum dots, quantum dot televisions can be directly printed on "any" flexible materials as OLED TVs. The advantages of OLED technology have been surpassed. It will also face great challenges.
Comment: At present, QD TV is still in the first generation of quantum dots, and there is still a big gap compared with OLED TVs. However, since authoritative experts say, QDs only need 5 years of development time. In order to fully win OLED, I sincerely hope that the second-generation quantum dot technology will come soon, because this will be the only opportunity for China to lead the world in the display field. China's color TV technology may catch up with the goals of South Korea and other developed countries. To be achieved.
5. Hisense has started marketing competition for big-screen ads
2016 is a sports year. In this European Cup just finished this month, Hisense became the biggest winner. Hisense sponsored 50 million euros to allow Hisense TV brand to appear in the European Cup. According to the CSM data, CCTV Euro Cup live broadcasts cumulatively cover 424 million audiences. In 51 games, Hisense HISENSE revealed 415 seconds for a single ad, and the cumulative exposure time was 21,165 seconds. According to the unit price of 15 seconds of the midfield equivalent time period before and after the live broadcast, the total amount of the converted advertisement is 570 million yuan. By sponsoring the European Cup, sales volume of Hisense TV in the European market increased by 56% year-on-year in the second quarter. Not only did the brand awareness increase rapidly, but the market also drove a significant increase.
Influenced by Hisense's sponsorship of the European Cup, it is estimated that in the advertising marketing of the Olympic Games, the World Cup and the European Cup, the number of home appliance manufacturers in China may increase significantly and competition will intensify.
Comments: In the first half of this year, the color TV market was sluggish, and the profitability of manufacturers declined sharply. Hisense sponsored the European Cup to promote marketing, which injected a booster for the color TV market this year. This will inevitably cause Chinese companies to attach importance to the top international events. However, as the first person to “eat crabsâ€, Hisense also provided useful lessons for other manufacturers in maximizing the integration of global marketing resources while harvesting brands and markets.
There are good hardware and display effects, of course, with a rich content resources, the combination of software and hardware can play the greatest value of a TV. In terms of content, it is recommended to install a sofa butler - the sofa butler is a third-party app store designed specifically for smart TVs, Android box users, carefully providing television, box users with high-quality television exclusive version of the application, including with live Or on-demand video and audio and video software, various types of recreational competitive video game software and daily office entertainment management system management tools. click to download
1, HDR is generally respected, picture quality is still the main theme of color TV competition
In the TV flagship products released by color TV companies in the first half of this year, the HDR (High Dynamic Range) function has basically become the standard, and it is promoted as the primary selling point. However, there are many technical schools and there is no unified standard. On May 19, the AVS (Digital Audio/Video Coding and Decoding Technology Standards) Technology Application Joint Promotion Working Group formally established the HDR Thematic Group and held the first plenary session of the HDR Thematic Group to put the Chinese HDR standard on the agenda and strive to The draft standard text will be completed by the end of this year. Not long ago, the HDR LCD TV technical specifications and HDR OLED TV technical specifications jointly formulated by the China Electronic Video Industry Association and the market-related entities have also been issued successively, which will play a supporting role in regulating the market and the popularity of HDR products.
Comments: HDR is the core enhancement technology for picture quality display performance. It can provide richer picture detail and shadow detail, as well as brighter colors, allowing viewers to have a more impactful viewing experience. TV pixels from HD to full HD to 4K, pixel quality improvement is a key point, but in the 4K era, so that every pixel more high-quality display service for the image quality has become the key, this time the HDR technology It became the main theme of display performance. And because of the HDR technology, HDR has added points to the improvement of the LCD TV's image quality in the critical period of LCD TV and OLED TV technology competition. In a sense, it even promoted LCD TVs. The competitiveness of the LCD TV gave new vitality.
2. Chinese brands account for half of the world's top ten, and the pattern of color TVs has changed
On May 24th, Skyworth acquired the Toshiba TJP plant in Indonesia, established a “Southeast Asian manufacturing baseâ€, and tried to sell televisions under the “Toshiba†and “Skyway†dual brands. On May 19, TCL announced its cooperation with Elaraby Group, the largest home appliance company in Egypt. On July 22, TCL partnered with Brazil's home appliance leading company SEMP. Both sides jointly invested approximately US$60 million to build a joint venture company, SEMP TCL, to further improve the internationalization strategy. layout.
On June 20th, the official launch of the unified brand “CEIBS†reached Poland and held a grand “Unified Brand Sino-Australian Banyin Polish/European Ceremonyâ€. Chairman of the State Assembly in Poland, Xi Jinping and Poland President Duada attended the ceremony. Li Dongsheng, Chairman and CEO of TCL Group, was invited as the only company representative to participate in the event. According to Li Dongsheng, TCL relied on the national strategy of the “Belt and Road†initiative to take root in the region and take root in the local industrial capacity, R&D and service capabilities of Chinese manufacturing industries, win-win cooperation with local communities, accelerate the process of localization, and shorten the time cost of adapting to the local market. It is hoped that within three years, the proportion of TCL Group’s overseas revenue will further increase to 50%.
Comments: In recent years, China's color TV brands have expanded from high-end markets such as Southeast Asia, Africa, and the Middle East to the United States, Europe, and other high-end markets through international mergers and acquisitions and overseas plant construction. The international market share has continued to increase. Among the top ten color TV brands in the world, Chinese brands accounted for more than 70%, indicating that China's color TV companies have gradually increased their global voice, and this overseas expansion will also become the only way for color TV companies to expand in the future.
3. Large-screen and high-end color TV market
The price war in the menu industry has been the key to vicious competition. In the process of Internet brands capturing the market, the industry reserve price is refreshed again and again. On June 16, Hisense released VIDAA, the first high-end brand of China's Internet TV market, in Beijing. At the same time, VIDAA released its first V1 series of high-end Internet TVs. This is Hisense’s creation of VIDAA smart TVs in 2013. After the system, the 4th iterative upgrade to date has been completed. The goal is to meet the high quality and personalized needs of young users for Internet TV. According to Hisense, VIDAA has already planned to build an Internet TV brand since its inception. By building a high-end Internet TV brand, Hisense has achieved a 50% market share in online high-end TVs this year.
Comments: Consumer demand for TV sizes is always on the rise, and there is a clear trend for TV screens. It will also be a key point for everyone to compete. In the case of many Internet brands entering the market, the transformation of traditional manufacturers, and the mutual benefit between online and offline, a simple price war will only allow the TV industry to enter an endless cycle of vicious competition. In order to eliminate the curse of low-end competition and cater to the personalized needs of high-end Internet users, pushing high-end online brands has become an important way for color TV manufacturers to increase profits and enhance their image. However, for manufacturers, how to quickly win high-end users and seize market share in the online market remains to be explored.
4, the next generation of display technology dispute
(1) Next-generation display technologies that are generally optimistic about the industry - OLED
On April 14th, at Skyworth Spring's new product launch event, Skyworth's Warner and Tencent Penguin TV launched a new 4K HDR OLED organic TV S9-I, featuring end-to-end HDR support and 4K OLED, which is by far Skyworth's highest The technically configured OLED TV also clearly targets the annual sales of 200,000 OLED TVs. In 2016, OLED TV products and brands were even more abundant, and color TV manufacturers also further improved their sales of OLED TVs. LGD expects global OLED sales in 2016 to reach 1 million units, and it will reach 1.5 million units or more by next year. By 2018, it will target sales of 2.5 million units. In this regard, Skyworth stated that although Skyworth has entered the fourth year in the promotion of OLED TVs, this year is the true first year of OLED product promotion.
Comments: With the drop in OLED costs and increase in yield, LG and Skyworth are full of confidence in the OLED TV market and are fully deploying the OLED market. However, LGD is the only upstream panel company that can mass-produce OLED TV panels. The market size is still limited. Although Skyworth hopes that the OLED TV sales target can grow to 200,000 units this year on the basis of 20,000 units in 2015, it remains to be seen whether this goal can be achieved.
(2) Electro quantum dots will beat OLED
As a company that focuses on quantum dot technology, TCL has officially launched the trial of quantum dots in the domestic market since the introduction of Quantum Dot TV in 2014. And this year, QUHD Quantum-dot TV was launched, which has made major breakthroughs in audio and video quality, and has taken the lead in promoting the commercialization, commercialization, and marketization of quantum dots. According to the results of the first public test conducted by domestic authoritative Terent laboratory, the core indicators of the QUHD TV far exceed the industry, especially the color gamut coverage is the highest value in the large database, the peak brightness exceeds the industry average of 77.9%, and the color brightness exceeds the industry The average level is 26%.
On July 22nd, TCL successfully concluded the "Scientists Face to Face - Quantum Dots Display Science and Technology Podium" event held in Zhejiang Grand. The competition between OLED and Quantum Dots technology also basically ended. Ranked eighth in the world rankings, authoritative experts in the quantum dot field, Professor Peng Xiaogang of Zhejiang University used scientific data to announce that quantum dot technology will become the core technology in the future display field.
Professor Peng said: "With the development of electro quantum dot technology, in less than five years, China's color TV technology will surpass Japan, South Korea, Europe and other developed countries." With the development of photoluminescent quantum dots in the development of electro-luminescent quantum dots, quantum dot televisions can be directly printed on "any" flexible materials as OLED TVs. The advantages of OLED technology have been surpassed. It will also face great challenges.
Comment: At present, QD TV is still in the first generation of quantum dots, and there is still a big gap compared with OLED TVs. However, since authoritative experts say, QDs only need 5 years of development time. In order to fully win OLED, I sincerely hope that the second-generation quantum dot technology will come soon, because this will be the only opportunity for China to lead the world in the display field. China's color TV technology may catch up with the goals of South Korea and other developed countries. To be achieved.
5. Hisense has started marketing competition for big-screen ads
Influenced by Hisense's sponsorship of the European Cup, it is estimated that in the advertising marketing of the Olympic Games, the World Cup and the European Cup, the number of home appliance manufacturers in China may increase significantly and competition will intensify.
Comments: In the first half of this year, the color TV market was sluggish, and the profitability of manufacturers declined sharply. Hisense sponsored the European Cup to promote marketing, which injected a booster for the color TV market this year. This will inevitably cause Chinese companies to attach importance to the top international events. However, as the first person to “eat crabsâ€, Hisense also provided useful lessons for other manufacturers in maximizing the integration of global marketing resources while harvesting brands and markets.
There are good hardware and display effects, of course, with a rich content resources, the combination of software and hardware can play the greatest value of a TV. In terms of content, it is recommended to install a sofa butler - the sofa butler is a third-party app store designed specifically for smart TVs, Android box users, carefully providing television, box users with high-quality television exclusive version of the application, including with live Or on-demand video and audio and video software, various types of recreational competitive video game software and daily office entertainment management system management tools. click to download