For color TV enterprises, the key words in 2019 include not only transformation and self rescue, but also aiot and HD large screen display technology.

This year is still regarded by the industry as the cold winter of the color TV industry. The whole industry is in a state of falling volume and volume, and traditional color TV enterprises have transformed one after another. For the future color TV market, insiders said that the signs of recovery are not very obvious.

At the same time, 2019 is also a year when display technology in the color TV industry blooms everywhere. Insiders said that at present, the color TV market began to show the pattern that LCD screens were gradually squeezed and OLED screens were becoming more and more popular. However, today’s display technology in the market is facing multi category competition. A variety of display technologies such as qled, micro led, mini led and eled have emerged one after another, making the future leading force of display technology unknown.

At present, aiot and high-definition large screen display technology have become the consensus of color TV manufacturers. In addition to traditional color TV enterprises, Huawei, Yijia and other Internet enterprises have also competed to enter the market. Since Huawei launched the smart screen, major TV manufacturers have also launched TV products with the concept of “screen”. Then, with the commercial implementation of 5g technology, where is the breakthrough point of the color TV market in the future?

The cold winter of the industry continues, and there is no sign of recovery

Recently, the third quarter summary report of China’s color TV market in 2019 released by ovicloud and China electronic video industry association shows that in the third quarter of 2019, the retail volume of China’s color TV market was 10.34 million units, a year-on-year decrease of 3.6%; Retail sales reached 27.7 billion yuan, a year-on-year decrease of 10.4%. Since the fourth quarter of 2018, the color TV market has declined for the fourth consecutive quarter, and the downturn has become the norm.

Ovicloud predicts that in 2019, the retail volume of China’s color TV market will be 46.78 million units, a year-on-year decrease of 2%; Retail sales amounted to 136.5 billion yuan, a year-on-year decrease of 8.4%. The operating pressure of enterprises will further increase, and the market competition will further stick.

In fact, since this year, the major color TV giants are undergoing transformation. Konka Group has been transforming towards diversification in recent years. Today, Konka Group has gradually transformed from a traditional color TV and home appliance enterprise into a multi business comprehensive group. TCL Group has also started business transformation. In April this year, TCL group completed the restructuring and stripping of intelligent terminals and related supporting businesses, changed from related diversified operation to focusing on semiconductor display and material industry, and developed industrial finance and investment business under the guidance of industry.

However, although the TV giants have come up with “various” transformation methods, their performance is not satisfactory, and several color TV giants show signs of declining net profit. According to the financial report of Hisense in the third quarter of 2019, the operating revenue from January to September was 23.644 billion yuan, a year-on-year decrease of 2.91%; The net profit was 265 million yuan, a year-on-year decrease of 21.10%. According to the third quarter report of 2019 released by Sichuan Changhong, in the first three quarters, the company achieved a total operating revenue of 62.21 billion, a year-on-year increase of 7.6%, and a net profit attributable to the parent company of 38.494 million, a year-on-year decrease of 81.2%.

In comparison, Konka’s performance is more brilliant, realizing both revenue and net profit. According to the performance report of the third quarter of 2019 released by Shenzhen Konka a, Konka Group achieved an operating revenue of 41.681 billion yuan in the first three quarters, a year-on-year increase of 40.05%; The total profit was 646 million yuan, a year-on-year increase of 44.64%. However, it is worth noting that people in the industry believe that the promotion of Konka’s business is driven by new business.

In addition, the performance of upstream panel manufacturers also continued to decline. TCL showed signs of increasing profits without increasing revenue. In the first three quarters of 2019, TCL Group’s operating revenue was 58.818 billion yuan, a year-on-year decrease of 28.48%; The net profit attributable to shareholders of listed companies was 3.487 billion yuan, a year-on-year increase of 21.26%. BOE showed a situation of increasing revenue without increasing profit. In the first three quarters and Dongfang, the revenue was 85.722 billion yuan, a year-on-year increase of 23.40%; The net profit attributable to shareholders of listed companies was RMB 1.852 billion, a year-on-year decrease of 45.18%.

Several insiders told blue whale TMT that at present, there is an oversupply of global panels, which affects the price of panels and the performance of panel manufacturers.

Liu buchen, a senior observer of the home appliance industry, said: “at present, both the panel industry and the mobile phone industry have optimistic expectations for next year. However, the TV market next year is still not optimistic.”

Liang Zhenpeng, a senior industrial economy observer, agreed with Liu buchen’s view. He said: “I think the sales volume of the color TV market in 2020 will be at most the same as that in 2019, so it is difficult to have a significant growth. Firstly, the market saturation of the color TV market is very high; secondly, young users spend most of their leisure and entertainment time on smart phones, which has a great impact on the TV market.”

At the same time, both Liu buchen and Zhang Jianfeng, Executive Deputy Secretary General of China household appliance business association, believe that mobile phones have had a direct impact on the color TV market.

Display technology is blooming everywhere, and the future leading force is unknown

Since 2019, the color TV industry has set off a wave of display technology. People in the industry told reporters that at present, the mainstream display technologies in the color TV market are LCD technology and OLED technology, which began to gradually show the pattern that LCD screens are gradually squeezed and OLED screens are becoming more and more popular.

It is understood that since its birth, OLED TV has been labeled with “self luminescence”, “high color gamut”, “wide viewing angle”, “high brightness”, “flexibility” and other labels better than LCD TV. Skyworth, Changhong and other TV manufacturers are competing for layout.

IHS market, a market research organization, predicts that the sales volume of OLED TV will be 1.79 million in 2017 and will increase to 17.79 million in 2026. With the gradual stabilization of OLED TV panel price, the market scale will increase by 9.96 times.

So can OLED display technology become the leading force of the next generation display technology? The reporter learned that today’s display technology in the market is facing multi category competition.

Qled technology is gradually rising, and many TV manufacturers such as Samsung, TCL and Xiaomi have made layout for it. According to the data released by Samsung, the sales volume of Samsung qled TV in 2018 was 2.6 million units, showing a rapid growth trend every year. About 2 million units were sold in the first half of this year alone, a year-on-year increase of 127%. It is estimated that the sales volume of Samsung qled TV in the second half of this year will be 3 million units, and the annual sales volume is expected to reach 5 million units, with a year-on-year increase of 92%.

Konka is deeply engaged in the field of micro LED technology. Recently, Konka Group announced that it plans to invest 1.5 billion yuan to jointly establish Chongqing Konka semiconductor optoelectronics Research Institute with Chongqing Liangshan Industry Investment Co., Ltd., and take the Research Institute as the main body to invest no more than 2.55 billion yuan to purchase micro LED related machinery and equipment and carry out micro LED related product R & D, production and sales. According to ledinside research data, the market sales of micro LED display will reach US $694 million in 2022 and US $2.9 billion in 2025.

In addition to qled and micro led, mini led, eled technology and other display technologies have emerged one after another, making the future leading force of display technology unknown.

Major general Ding, an industry observer, once told blue whale TMT: “OLED technology, quantum dot technology and micro LED technology all have a common feature from the ultimate development direction, that is, self illumination and realizing super large screen flexible display. However, from the current development situation, OLED and quantum dot technology have made the first opportunity. To judge whether a technology can become the mainstream of the industry, it depends on whether the whole industrial chain ecology is perfect and whether it is more competitive Many enterprises are willing to join their industrial ecology. “

At the same time, for the current situation of emerging display technologies, several industry insiders said that at present, neither Mini LED technology nor micro LED has formed a large-scale market. The maturity of products and technologies needs to be considered by the market. It can not be concluded whether they can be really popularized in the future.

As for quantum dot technology, Liang Zhenpeng said: “now there is no real quantum dot TV in the market. In fact, all TVs known as qled in the market are liquid crystal TVs. It is just that a layer of quantum dot film is added to the LED backlight behind the LCD screen of the LCD TV, which improves the color of the traditional LCD TV and cannot change the display defects of the LCD TV.”

Enterprises strive to layout aiot first, and high-definition large screen may become a breakthrough point in the future

The reporter found that in addition to the change of display technology, accelerating intelligent manufacturing and layout to the field of smart home has become the future development direction of almost all TV manufacturers.

Since 2019, Changhong has accelerated its layout of artificial intelligence track. In CES 2019, Changhong showed chiq TV, refrigerator and air conditioner based on “Ai + IOT” application, and integrated the whole house smart appliances through IOT. Subsequently, in May this year, Sichuan Changhong invested 1.903 billion yuan in the construction of intelligent display terminal project of Intelligent Manufacturing Industrial Park. Konka Group said that its R & D investment increased year by year, with a year-on-year increase of more than 20% in 2018. Its R & D aimed at cutting-edge fields such as AI, IOT, 8K, 5g and new materials. In addition, Hisense launched social TV and Skyworth launched aiot large screen

People in the industry generally believe that aiot is an inevitable choice for the home appliance industry. The Internet is a technical means to improve the user experience of smart home. Artificial intelligence internet technology is combined with smart home and smart home industries. Smart home devices will be connected, people will interact and information will be shared between devices, and devices and devices, In this way, we can provide consumers with smart home solutions.

It is not only traditional TV brands that focus on the outlet of “Ai + IOT”, but also Internet manufacturers such as Xiaomi, Huawei, Hongmi and Yijia. AI + 5g + IOT has become the pastry of smart TV. Insiders said that at present, almost all home appliance enterprises have made layout in the field of aiot, and the track is crowded; But who has the advantage has not yet emerged.

It is worth noting that since Huawei launched the smart screen, TV with the concept of “screen” has set off an upsurge, such as TCL launched the smart screen, Changhong launched the ultimate screen, Konka released the future screen, etc. In this regard, people in the industry generally believe that the color TV industry has reached the ceiling, and the market needs new concepts. Under the background of aiot technology, taking the screen as the interactive entrance to open up the whole smart family is an opportunity.

In addition, with the commercial landing of 5g, various TV manufacturers have aimed at the field of high-definition large screen display technology. Therefore, the concepts of “5g + 4K”, “5g + 8K” and “5g + AI + 8K” emerge one after another. Samsung and LG even ignited an 8K war, pointing out that each other’s 8K TV did not meet the standard. Korean media analysts said that both Samsung and LG intend to strive for more voice in the field of 8K TV, so as to compete for the dominance of formulating 8K TV standards.

For the future development direction of the color TV industry, Liu buchen said that from the information disclosed by color TV enterprises participating in CES 2020 consumer electronics exhibition, many manufacturers regard industrial design as a very important display direction. “Industrial design is the modeling design of products, that is, how to make the TV look more artistic, more popular with young people and more suitable for the home environment.”

In addition, industry insiders generally believe that high-definition large screen will become a new breakthrough. Ovicloud predicts that in 2020, the production capacity of 10.5 generation line panel will further expand, and the 65 inch market share will continue to expand, which is expected to reach 19.6%, becoming the second largest size of China’s retail market. With the popularity of large-size products, the average size of China’s color TV market is expected to exceed 51 inches in 2019. The large-size process will continue to deepen in 2020, and the average size will increase, which is expected to reach 53 inches.

However, Zhang Jianfeng also said that at present, users’ demand for color TV sets is declining, and the price war previously set off by Internet enterprises has a trend of spreading to 65 inch and 75 inch color TV sets.

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