What is the main story of the smart TV industry that focuses on content ecology?

Shopping malls are fighting, most of them politely call each other "guidance." However, there is no market that does not harm competition, and it also forces companies to start "tore" and to "treat yourselves." For example, the two typical TV networks - Xiaomi and LeTV - conducted a large-scale rally this summer around whether the television content of the other party was in line with the plan and whether the relevant data were true.

There is a characteristic of communication. When people are concerned about the main point of argument, they often accept the hidden premise when the main argument is established. For example, Xiaomi and LeTV are tearing around content. The premise is that the content is very important. The industry calls this an "OTT" model. In addition, millet, PPTV, and micro-whales all released smart TVs this summer, and they also focused on content cards.

The importance of the content is constantly being emphasized, which directly brings the TV industry "no minimum, only lower" price competition. The same size TV, the price gap can reach thousands. So that I left the impression that the hardware can be completely ignored!

While the Internet companies are still clamoring, traditional TV makers have come out and snorted. "You tear it first, I'll do TV first." At the latest announcement of Skyworth Smart TV, Liu Zhizhi, president of the Skyworth Group of Skyworth Group, said that the Internet is only a tool and a means and cannot be separated from the hardware.

Different from the Internet companies' emphasis on content ecology, they focused on the "hardware" of smart TV's release, and announced that they will formally market 4K TVs with OLED screens in order to make OLED the benchmark for next-generation TV screens.


So why does Skyworth go against it and start with TV hardware and hope to promote the popularity of OLED?

What are the two camps of smart TVs?

Overview of the smart TV products on the market, in fact, can easily be divided into two camps: the Internet camp camp and home appliances business camp.

For the Internet company camps, which are mainly video sites, the importance of smart TVs lies in finding more space for their own video content. Due to the inherent high activity and retention of TV screens, It has become an important target for video sites, which is why Internet companies are more concerned with video content and the main factors of operations.

For traditional home appliance manufacturers, the competition among manufacturers is mainly related to the product technology. How can we provide products with advanced technology, excellent design and stable quality to consumers? In this, the screen is crucial. The factor is not only because the screen occupies the main cost structure of a TV, but more importantly, the screen is the only channel to exchange with the user, which is the core value of the TV.

What is 4K and what is OLED?

OLED is not an innovative technology. As early as CES 2013, LG has demonstrated OLED TV prototypes. While exclaiming the exquisite display effect and ultra-thin appearance of OLED technology, we should also note that due to factors of yield, OLED technology needs to go through a difficult production ramp-up process from prototype to mass production. Otherwise, the high prices can only make consumers feel bad. However, for a technology with excellent experience, as long as there is demand, technical problems in mass production will never be barriers to the realization of business.

What is 4K? The resolution of 4K is 38402160, which is 4 times the resolution of 2K (1080P full HD), and it is the leap of quality. Can provide users with a great visual experience. After 3 years of development, the yield of OLED panels at 2K resolution (FullHD) has approached 90%, and 4K (Ultra HD) products have also been put into mass production in June. It is expected that when the production line is mature next year, The yield rate will reach 90% of this baseline.

Skyworth has been stockpiling OLED TVs for 2 years.

“2016 is the first year of the launch of the OLED TV market. The penetration rate of global OLED TVs will reach 15%-20% in 2020. OLED TVs are high-end products, and Skyworth will master the replacement between OLED TVs and LED-backlit LCD TVs. Rhythm," said Liu Zhizhi.


Where are the technical advantages of OLED?

For OLEDs as the next-generation display technology, the technical advantages of existing LED products are obvious, especially self-luminous and ultra-thin structure. Self-illumination can make the visual effect more cool; the structure supports ultra-thin, so that smart TV has more possibilities in design.

Imagine the use of TV now: When a friend chats as a background sound, dispelling the embarrassment of a sudden silence; to provide a natural topic in the living room for family members with different ages and knowledge backgrounds; to watch movies as an extension screen for mobile phones, computers, etc. , photos, etc.

Based on this demand, what kind of TV do we need? It is large-scale, able to meet the needs of crowd watching; perhaps he should also be high-definition, to meet the theater-level viewing requirements; Finally, carrying family social The role of television, it should also satisfy the consumer's vanity, to support vanity, television design, technology content, brand and so on.

The viewing experience and appearance design seem to be just two advantages of the OLED screen, but in fact it also reflects the design concept of Skyworth for television products: the role of television in the home, not only the content display, but also the entire family environment For one, there is a design aesthetic. As a TV, the construction of online content such as on-demand content is of course important, but ultimately these contents are still performed through the screen, so the screen plays a decisive role in the viewing experience of the content.

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