Since the beginning of this year, the color TV industry has ushered in new changes, opportunities and challenges. Manufacturers have launched high-end and high price TVs one after another, starting a high-end breakthrough war. Affected by the epidemic, the social and entertainment functions of TVs have become prominent, and some manufacturers have begun to launch professional products in the market segments.

At the same time, TV manufacturers continue to focus on display technology and begin to focus in a certain field. 5g + 8K has also become a hot keyword in various press conferences.

Industry insiders said that in 2020, the color TV market will usher in the development trend of intelligent interconnection, intelligent intercommunication, social entertainment and so on. How to revitalize the stock market and achieve high-end breakthrough will also become the main focus.

High end breakout war starts, manufacturers still rely on low price

This year’s color TV market is inseparable from the keyword “high-end”. Since the beginning of the year, various TV manufacturers have launched their own high-end TV products, with the price as high as tens of thousands or even hundreds of thousands of yuan.

As a representative of smart TV brand, Xiaomi has released a number of high-end TV products since it announced its entry into the high-end market in 2019. In July and August this year, Xiaomi released two super high-end TVs of its Xiaomi Master Series: TV master 65 “OLED and Xiaomi transparent TV. Among them, Xiaomi transparent TV adopts self luminous transparent OLED screen, and the price is as high as 49999 yuan.

As a representative of traditional TV manufacturers, Skyworth has repeatedly stressed that it should go to the high end and not participate in the price war. Recently, Metz black label of Metz, a German luxury TV brand acquired in 2015, was introduced into the Chinese market for high-end consumers.

In addition, TCL is aiming at the miniled field, raising the price of 75 inch 8K TV to 50000 +; Hisense is mainly promoting laser TV, launching 100l9-pro, a 100 inch cinema full-color laser TV, with a price of up to 99999 yuan.

It’s worth noting that oppo, which entered into the field of smart TV for the first time, did not follow the initial route of low price of smart TV. Its first smart TV product oppo smart TV S1 launched in October is high-end. According to the introduction, the product uses 4K quantum dot screen and costs 7999 yuan.

However, the reporter noted that in the first half of 2020, the TV industry is still in the mire of “price war”. According to the data of Ovi cloud, the average market prices of key sizes and key brands in China’s color TV market have decreased to varying degrees compared with the same period of last year, and the prices of 70 “and 75” color TV sets have decreased most obviously.

Starting from June, the price of key size LCD panel rebounded and rose. However, according to the offline monitoring data of Ovi cloud network, the retail prices of key sizes continue to decline in September, and the 75 inch products are in the growth period, and the prices keep falling sharply to gain market share.

People in the industry generally believe that the price war in the TV industry will not subside. Products with a price of several hundred thousand or even several million are just marketing gimmicks, and the real sales volume still depends on low-cost TV.

Users pay more and more attention to TV functions, and social TV and Game TV emerge as the times require

Industry insiders said that during the epidemic period in 2020, due to the surge in demand for home office for employees of various enterprises and online classes for primary and secondary school students, users can see some advantages of TV, such as large screen entertainment interactive function and large screen game function.

Liang Zhenpeng, a senior industrial economic observer, said: “at first, users’ use of TV was limited to live watching and on-demand TV dramas. In this epidemic, the derivative uses of TV were highlighted, including large screen games, online song ordering, online somatosensory movement, online education, etc. In the future, users’ dependence on TV will gradually evolve from regarding TV as audio-visual equipment to integrated large screen entertainment interaction center. “

Wang Zhiguo, chairman and President of Shenzhen Skyworth RGB Electronics Co., Ltd., said that 2020 will be a year when AI cameras will be widely used in smart TV, and the addition of relevant functions can effectively enhance users’ needs in games, fitness, communication and other aspects.

According to the data released by Hisense jumeihao, the user activity of social TV is 10% higher than the average level of smart TV. On average, social TV users use video calls 1.6 times a day for more than 10 minutes; users request songs 9.6 times a day for more than one hour; users exercise 3.2 times a day for more than 20 minutes.

In this environment, manufacturers have launched their own AI entertainment and social TV. SKYWORTH TV released the AI entertainment TV Skyworth G71 series at this spring’s new product launch. Hisense launched a new generation of social TV S7f, which supports family private cloud and is equipped with panoramic PTZ camera, supporting aicamera and 1000 people full HD video call function.

In addition to social attributes, being able to play games on TV is also what many consumers need. Game enthusiast Gao Fei (a pseudonym) told reporters that the big screen has a stronger sense of experience for game players, but game players will have special requirements for the clarity of the game’s dynamic picture and the fluency of the screen refresh rate. Game TV came into being.

Earlier this year, Sony launched the x9100h Game TV for the ps5. SKYWORTH TV directly positioned s81pro, the upgrade of high-end OLED TV S81 released at the summer new product launch, as a game equipment. According to the introduction, the product fully supports 4k120hz film source and can achieve a similar 240Hz refresh rate effect.

In this regard, Liang Zhenpeng said, “in the past, TV manufacturers defined TV as the interaction center of smart home, and did not consider the acceptance of users, which made the direction of intelligent TV more and more biased. What can really attract users is leisure, entertainment and life. This epidemic may play a rectifying role in the intelligent direction of TV manufacturers. “

Manufacturers initially focus on a display technology to carry out stock competition, and users pursue the ultimate display in 8K era

Since 2018, China’s color TV market has entered the stock market with weak scale growth and intensified brand competition. In 2020, the retail volume and sales volume of China’s color TV market will further shrink.

According to Ovi cloud data, in the third quarter of 2020, the sales volume of China’s color TV market was 9.9 million units, a year-on-year decrease of 6.4%, and the sales volume was 26.1 billion yuan, a year-on-year decrease of 7.4%. After the growth in June, the volume and volume fell for three consecutive months from July to September, and the market fell into the second round of decline cycle this year after the epidemic.

How to gain more market share in the stock market has become the key point for color TV manufacturers, who have made great efforts in display technology. Since 2019, a variety of display technologies have been derived, and display technologies are facing multi category competition. Qled, microled, miniled and eled technologies are blooming everywhere. This year, it is different. Major manufacturers have a preliminary focus on display technology.

After this epidemic, laser TV has become the only category growing against the trend, and Hisense has become more determined to focus on Laser TV; Skyworth continues to promote OLED TV, and has launched several OLED popularization activities this year; Samsung mainly promotes qled TV, and has released a number of this category of TV

Industry insiders believe that the current display technology, in general, can meet the user’s requirements for image quality, not like the era of plasma TV and LCD TV alternating, not a specific category has a significant advantage in eliminating other products, future display technology or toward the direction of diversification.

In 2020, Samsung Electronics, BOE and csot are also actively laying out 8K panels. Fluent, Ultra HD, high bit depth and wide color gamut become the label of 8K TV. Major TV manufacturers are also competing to launch their own 8K TV, “5g + 8K” has become a hot press conference, China, Japan and South Korea staged 8K TV, three countries competing for hegemony.

In March, Hisense released its first 85 inch 8kpro dual screen TV 85u9e to enter the 8K TV market with dual screen social function. Subsequently, Changhong TV held a 5g + 8K Global Conference and released five new 8K TV products at one go. Japanese and South Korean TV manufacturers also have to spare time. Sony held a new product launch to push the price of z8h series 8K TV to the low point of its own 8K TV products. Subsequently, Samsung brought the new qled8k q950ts, which configures 99% of screens on 8K TV.

In an exclusive interview with blue whale TMT reporter, Zhang Wei, CEO of Lerong Zhixin, said that maybe the real 5g + 8K era will not come true too soon and will be slower than people expected. Zhang Wei said that content will drive 8K to become the mainstream. Without content, only hardware is of no value to users.

However, people in the industry generally believe that 5g + 8K is still the key layout area of major TV manufacturers in the future, and users are always pursuing the ultimate display. Editor in charge: yyx

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