Display technology as the driving force for the development of the color TV industry, every change of technology is actually the iterative history of the color TV industry. In recent years, the color TV industry on the display technology battle has been uninterrupted, and even has a growing trend, especially driven by consumption upgrades, the field of large-screen display competition has become the focus of competition among major manufacturers, who will win this game of decisive point may mean who can grasp the absolute right to speak in the future high-end large-screen color TV plate.
Traditional lasers are in a dilemma, and sales of LCD lcd screens have soared
According to the data of Aowei Cloud Network, from June to October 2021, the sales volume of major brands of 98 inches and above super large screens reached 32,230 units, and the growth momentum was quite rapid. Among them, the traditional laser display large-screen products have lagged behind, and 21,749 large-screen LCD TVs with 98 inches and above have been sold, which is more than twice that of lasers.
Behind this sales data, the competitive landscape of the color TV industry's large-screen display technology has quietly undergone tremendous changes, and the advantages of the traditional laser display "large" have gradually been lost, and THE LCD is expected to be replaced by a large proportion and become the mainstream choice of large-size screen display solutions. On the one hand, technically, the laser display itself has congenital technical defects, which is born from projection technology, through the reflective ultra-short throw projector with the screen to create a smart TV viewing system, once the viewing environment is complex, the light is strong, the laser display quality drawbacks will be "original", color, saturation, clarity, contrast and viewing angle are far less than the panel process mature LCD TV. On the other hand, in terms of price, the traditional laser display in the early days of the large-screen display end is more because of the price advantage, but now with the large-screen LCD TV panel process is becoming more and more mature, the cost is declining, the price of large-screen LCD TV is constantly declining, the price of a variety of 98-inch LCD TVs has fallen to about 20,000 yuan, the price advantage of laser display large-screen has been completely broken, consumers are more inclined to choose LCD TVs with better viewing effects, more convenient use, and more cost-effective prices.
TCL topped the sales of LCD sizes of 98 inches and above
LCD with technical strength to achieve a favorable position of large-screen display, which brand can grasp the LCD large screen market undoubtedly occupies the decisive opportunity. According to the data of Aowei Cloud Network, from June to October 2021, among the 98-inch and above super-large screen sales brands, TCL ranked first in the industry with sales volume of 8709 units, the second is Redmi (6157 units), the third is Fengmi Laser TV (5255 units), the fourth is Xin laser TV (3065 units), the fifth is Skyworth (2551 units), and the sixth is Huawei (2336 units).
TCL has become the sales champion of the 98 giant screen market with an absolute advantage of 2552 units surpassing the second place in sales, so why can TCL win the first place in the sales of 98-inch and above large-screen TVs? The author's analysis has three main levels.
First, the strategic planning of the super large screen. As early as 2019, TCL keenly observed the explosive growth trend of large screens above 75 inches, launched its own large-screen strategy, and shouted out the slogan of "Hello, Big Times"; in August 2021, it launched a large-screen strategic layout, setting the goal of achieving a penetration rate of more than 30% of 75-inch + large-sized panels in the next 3 years. Flying alongside the super-large screen strategy, the TCL Mini LED strategy shows the world's leading technical strength. As the earliest brand for R&D and mass production, TCL has mastered the core leading technology of Mini LED, covering 12 technical fields, with 48 core technology control points, 470 patents, and also sits on 9 major industry leaders, a Mini LED experimental line and 4 Mini LED backlit display laboratories, and has many strategic partners in the upstream and downstream. TCL has become the absolute "bellwether" in the field of Mini LED technology, complementing and integrating with the strategy of large screens, and promoting the industry into the era of large screens of liquid crystal displays.
Second, the industrial chain leads the layout. TCL actively responds to the national innovation-driven development strategy, adhere to independent research and development innovation, and constantly strengthen the strategic scientific and technological strength, its own TCL 98X9C giant screen wisdom screen and TCL 98Q6E giant screen wisdom screen, is the only brand in the industry with 3 98-inch giant screen TV, which relies on TCL has its own TCL Huaxing optoelectronics and perfect and mature industrial chain advantages. TCL's unique Huaxing photoelectric panel, through continuous research and development investment, mastered the core technology of the display panel card neck, solved the problem of the supply of super large screen panels that plagued the domestic supply chain, TCL's 3 (including Thunderbird) 98-inch super large screen TV panels are from TCL Huaxing independent research and development, which will sell more than 100,000 Japanese and Korean enterprises in the past, or even hundreds of thousands of 98-inch giant screen price pull down to the price range of 2-40,000, accelerating the arrival of the global LED large-screen era.
Third, the brand effect is linked at full speed. TCL 40 years of courage to be the first, based on the quality of ace historical genes, dare to explore the new needs of users, especially the action of continuously deepening the field of attention of young users, making the brand effect accelerate the linkage full of vitality. For example, TCL officially announced in February this year to become the official partner of the 2021 League of Legends Professional League, and reached a deep strategic cooperation with LPL, and then TCL continued to increase its size in e-sports marketing, and reached a strategic partnership with the e-sports team EDG to witness EDG win the 2021 League of Legends Global Championship trophy, and the in-depth cooperation between TCL and Tencent START Cloud Game also provided a strong market competitiveness for its zhiping and won the love of the majority of young users. TCL's entry into the e-sports game track is only a small part of the brand linkage, in 2018, it signed a world-class star Neymar as a global brand ambassador of TCL, and has an exclusive strategic cooperation with CCTV CCTV "Big Country Brand" for 5 consecutive years, and works with top film and television IP such as "My Father and Me" to continue to be named the Hollywood China Grand Theatre and the San Diego Grand Theater... TCL deepens the power of brand development and leads the world in the development of science and technology.
In summary, TCL can take the lead in seizing the 98-inch ultra-large screen TV market highland, accurate strategy, far-reaching layout, hard-core technology, mature brand linkage system is indispensable. Under the background that the overall color TV industry is in a period of transformation, seizing the field of large-screen display technology has become the key point for color TV companies to break the situation. Including TCL, Samsung, Sony, Konka and other color TV manufacturers have also launched Mini/Micro LED TV, Mini/Micro LED TV is ultimately LCD LCD TV, compared to the current stage of display technology solutions, with better display effects and higher performance, is the mainstream choice of future large-screen display solutions. With the mainstream TV brands have entered the 98-inch ultra-large-screen TV, LCD large-screen LCD TV has undoubtedly become one of the development trends of the television industry. TCL this year to seize the 98-inch and above giant screen smart screen sales champion throne, obviously has taken the lead in seizing the market opportunity, obtained the high-end large-screen color TV plate priority discourse, the future development is looking forward to.