Industry shifts lags color TV to stock market

On December 15th, TCL launched China's first Quantum-dot TV, the H9700. According to TCL, quantum dot display technology has surpassed OLED in various dimensions such as color gamut coverage, color control accuracy, and red, green and blue color purity. The technology is becoming a hot spot in the industry. Samsung, LG, and Apple are all actively promoting the development of quantum dot display technology. Amazon and Asustek have also adopted quantum dot technology to improve their image quality.

As the flagship product of TCL TV+, H9700 is not only the best color in the industry, but also adopts enthusiast-grade Harman Kardon audio, equipped with TCL's independently developed smart TV operating system TV+OS suitable for different global markets.

“QD TVs that provide relatively high-quality images at a relatively low cost, and Chinese and foreign mainstream color TV manufacturers are actively planning to invest in R&D, and will become TV competitors with strong competitiveness next year.” Vice President, China Electronics Standards Institute Zhao Xinhua said.

Contact GLV Air ultra-thin TV announced by Skyworth a week ago. In 2015, the color TV market has seen smoke.

Stock market scrambles to spread around the world

“China's slowdown in macroeconomic growth” and “post-policy era” have insufficient consumer demand. At the same time, product homogeneity, rising costs in all aspects of the industry chain, lack of core technological discourse power, shortened product life cycle, and the transformation and upgrading of the industry itself. Problems such as lag, prompted the color TV industry to turn to the stock market. Lu Jiebo, deputy secretary-general of the China Electronic Chamber of Commerce, said at the 2014 (Tenth) China Flat-panel TV Industry Conference held recently.

The 2014 “China's flat-panel TV consumption situation and 2015 trend forecast report” released at the conference showed that in the second half of 2014, the retail volume of flat-panel TVs was approximately 22 million units, and the annual sales volume was 42 million units, a year-on-year decrease of 6.7%. It is expected that the demand for China's flat-panel TV market in 2015 will continue at about 42 million units.

Chinese color TV companies' competition for the stock market will also extend to the global market. According to estimates from Panel Research Group, the growth rate of global brand shipments will slow down, with shipments reaching 223 million units (215 million units in 2014), an increase of 3.7% year-on-year.

Although there will not be much growth in the global color TV market next year, sales plans for major brands are very aggressive in order to compete for market share. Samsung has 58 million to 60 million units and LG3800 million units. Chinese brands are not far behind. It is estimated that the total shipments of the six major brands (including OEM OEM shipments) will be 64.6 million units this year, and will increase by about 20% year-on-year and reach 80 million units. Among them, TCL plans to use 21 million units, and even LeTV, which has entered the color TV market, plans to exceed 3 million units.

With such optimistic planning and such limited market demands, how do each company achieve its ambitious goals?

Each show supernatural powers

Recalling that in 2014, Chinese and foreign color TV companies have begun to seek differentiation in new screen display technology innovations. The diversified competition pattern of product categories coexisting with new display technologies such as curved surfaces, OLEDs, large-screen laser theaters, and quantum dots gradually emerged.

Zhao Xinhua, deputy dean of the China Electronics Standardization Institute, described that, at this stage, OLED TVs with thin, flexible screens and no need for backlighting derived from luminescence are still in the hands of LG Display, the upstream panel supplier. Therefore, the OLED product layout with LG as the core, Skyworth, Konka, Changhong and other domestic color TV brands is being followed up.

The quantum stars turned out, in addition to terminal manufacturing enterprises represented by TCL, China's local panel makers such as China Star Optoelectronics and BOE have also announced quantum dot backlight technology products will soon be introduced into mass production.

“In 2015, various new-type flat-panel TVs will gradually replace traditional LED TVs and become the main force in the consumer market,” said Zhao Xinhua.

However, institutions represented by the Electronic Chamber of Commerce and the China Electronics Standardization Institute believe that despite the dazzling new technologies and new products introduced by the color TV industry, 4K will become the mainstream of the color TV market in 2015.

According to the statistics from the Electronic Chamber of Commerce, the mainstream color TV brands represented by Sharp, Samsung, LG, Hisense, TCL, Skyworth, Konka, Changhong, Sony, Lenovo, and Lehua are about 81 series, and 220 excess 4K ultra high-definition televisions are on sale. Estimated sales of 4K Ultra HD in 2014 are about 8 million units, and the overall proportion is close to 20%.

The electronic chamber of commerce, Lu edge wave, said that not only the traditional color TV manufacturers have stepped up efforts to expand the 4K industry chain layout, Internet companies represented by Levision and Xiaomi, content providers represented by Elite Pengle, and broadcast and television network operators such as Gehua Cable. , Also in the 4K film source shooting and editing, signal transmission, source decoding, content reserves and other aspects of active construction.

“With the further improvement of the industrial chain construction and the increasingly mature market, 4K TV will enter into a year of in-depth popularization and normalization in 2015, and the proportion of 4K product consumption is expected to reach 40%,” said Lu Renbo.