With the development of economy, the TV in consumer’s home has changed from black and white to color, from thick to thin, from analog signal to digital signal, which is not only the development of TV technology, but also witness the life changes of ordinary families.
Nowadays, TV has changed a lot, from smart TV, 4K TV, OLED TV, smart screen to 8K TV. For ordinary consumers, 8K TV can be simply understood as ultra high definition TV, but its resolution is much higher than 4K TV. It not only has the function of ordinary smart TV, but also has the new technology such as 8K. On the basis of providing higher quality audio-visual entertainment functions, it provides users with richer, more intelligent and more delicate viewing experience through 8K Ultra HD technology.
According to incomplete statistics, at present, more than six mainstream brands such as Samsung, Sony, sharp, LG, Hisense, TCL, Changhong, Konka, Skyworth and Haier have launched 8K TVs, and the models of products on sale have become more and more abundant, which has become a new bright spot in the field of TV consumption. However, after all, 8K TV still needs the support of peripheral products and related technologies, and it also needs 8K content providers to shoot relevant content. How should the industrial chain ecology develop. Therefore, the whole industry is still in the exploratory stage.
Can the cross generation upgrade without color TV set activate the color TV market
From 1080p to 4K and then to 8K, the resolution upgrade makes the TV picture more delicate, and indirectly improves the premium ability of color TV brand products. At this year’s CES 2020 show, 8K TV has become a “must” item for all TV exhibitors. Foreign brands such as Samsung, LG, Sony and sharp, as well as Chinese color TV brands such as TCL, Skyworth, Hisense, Changhong and Konka, have all focused on 8K TV, bringing a wonderful 8K TV feast to global consumers.
From HDTV to UHD TV, panel manufacturers are expected to increase profit margins by offering differentiated products with higher resolution. At present, 8K LCD TV screens have been put into production in Taiwan’s qunchuang optoelectronics, Youda optoelectronics, Samsung display in South Korea and sharp’s new plant in Guangzhou. BOE and CLP panda are actively laying out 8K LCD TV screens, while LG display’s OLED panel factory in Guangzhou has achieved mass production and is preparing 8K OLED.
In terms of 8K TV industry chain, BOE (BOE) has developed a 8K UHD system solution composed of BOE 4K / 8K image service cloud platform, BOE 8K decoding player and BOE 8K display terminal. It means that Chinese TV manufacturers already have the technical capabilities of content production, transmission, decoding, broadcasting, display and other aspects of the 8K industry chain, which will help to promote the popularization of 8K TV in China in the future.
From 4K to 8K, technology is always ahead of the market for color TV industry. At present, 4K TV is already mature, 8K will be a new battlefield for enterprises to seize. Technological progress promotes the development of the industry. In the next two years, 8K UHD TV may usher in a new turning point like smart phone products.
8K drives industry upgrading, but not necessarily just for consumers
TV manufacturers have been betting on 8K. If it is only the improvement of resolution, it is very difficult to let the newly replaced 4K family change to 8K TV. Then, is 8K just the improvement of resolution so simple? Can the cross generation upgrading of 4K TV to 8K TV activate the color TV market? In order to understand consumers’ familiarity and recognition of 8K TV, the author visited several home appliance stores in Beijing, and also checked the sales of 8K TV on online shopping platform. It is found that some 8K TV products are on sale in the market. Such as Samsung, Changhong and other brand products.
Among them, the price of 8K TV of imported brands is much higher than that of domestic ones. The price of 8K TV is higher than that of 4K TV of the same size on the market. When purchasing TV sets, many consumers said that they would place orders under the influence of price, and they did not have a strong demand for 8K TVs and felt that 4K smart TVs were enough. Some consumers also said that they would like to try 8K TV, but there is no corresponding film source on the market to support them. If the price is appropriate, they will consider starting.
Consumers’ enthusiasm for 8K TV is not high, but enterprises regard it as the development trend of the industry. 8K TV want to get rapid promotion, in addition to solving the film source problem, the root cause is that the price is too high, especially the 8K TV of imported brands. For example, the price quoted by Samsung for a 55 inch 8K TV is 13999 yuan, and that for another 85 inch 8K TV is 99999 yuan. Although 8K TV has the advantage of picture quality, the high price will make many consumers flinch away.
From the launch of 4K TV to the popularization of 4K TV, domestic color TV enterprises have been operating in the color TV market for several years. Lack of content, high price, these 8K TV faced the problem, 4K TV also encountered when it came to the market. According to the analysis of relevant industry insiders, if 8K TV wants to be truly launched, it needs more development in content, otherwise it will only be “overqualified”. With hardware and 8K film source, it will not be a problem for 8K TV to enter thousands of households.
From technology to function
Nowadays, all kinds of products emphasize “user-oriented”. In the eyes of users, what kind of TV is the real demand of consumers? Based on the network interconnection and communication capabilities, 5g commercial accelerated landing, providing a fertile ground for the growth of 8K TV market. 8K TV not only has advantages in image quality display, but also has high “wisdom” in intelligent interaction.
Most of the 8K TVs on the market can realize the cable / wireless screen projection function with mobile phones, tablets, personal computers and other devices. They can cooperate with mobile terminals and IOT devices to realize cross device business flow, data access, content sharing and other functions.
Due to the good prospect of 5g market and the promotion of industry leaders, manufacturers including color TV companies are striving to strengthen their 8K capability. This is also conducive to the popularization and technology improvement of 8K TV, which is also welcomed by enterprises, and ultimately consumers will benefit.
For color TV enterprises, the future competition in 8K TV will focus on experience and quality. Color TV companies are optimistic about the value of 8K technology, which does not mean that such products can be rapidly promoted. This is an era of audio-visual application demand and experience diversification. Of course, the central position of TV in the living room will not change. However, under the influence of mobile video, LED projection screen and VR immersion experience products, the appeal of TV screen to users is becoming smaller and smaller without new functions, new experiences and new scene driving.
The author thinks that for color TV enterprises, 8K TV trend has obviously become the consensus of global brand enterprises for the future. Facing the development of 5g, 8K has become a new round of technology upgrading in the industry. With the rise of the middle class’s consumption ability, large size, personalized and high quality have become the demands of consumers. This is also aggravating the challenges of the color TV industry. In the environment of quality consumption, product upgrading may be the way to increase the color TV market in the future. Innovative display technology, artificial intelligence and large screen are the trend of the future color TV industry, and also one of the growth points. Whoever seizes the opportunity will have the right to speak.
Editor in charge: Tzh