"The global TV market will usher in a new round of 'inner volume', and picture quality is the only way out." On January 11, Yu Zhitao, vice president of Hisense Group Holdings, made this statement at the press conference of China's first self-developed 8KAI picture quality chip, and said that with the acceleration of consumption upgrading, the global display industry has shifted from the competition of "screen" and sales to the competition of chips and the competition of audio and picture quality. Judging from the current TV development trend, 2022 will be the inflection point of the global TV industry, and it will walk out of the decades-old "cost performance" dispute and enter the battle of picture quality and quality.
Hisense's judgment is based on three reasons. "This is the inevitable result of the market trend of increasing TV size. Users will always need a display device with a larger screen and better image quality. However, the larger the screen, the more it will expose the flaws and defects of the picture, and the more important the quality technology and level. Yu Zhitao quoted Aowei Cloud Network data as saying that the rapid outbreak of 75-inch and above super-size TV products on the market side will make the requirements for picture quality of TV products more prominent, especially the closer to 100 inches, the more it needs the core technology represented by 8K picture quality chips.
"This is an inevitable requirement for consumers to pay more and more attention to the consumer trend of picture quality itself." Yu Zhitao said that according to the results of the market research agency Ipsos, from 2019, when Chinese consumers buy tVs, the importance of the picture quality of TV products has jumped from the third in 2017 to the second, until the most recent survey in July 2021, product quality and picture quality are the two most important factors when Chinese consumers buy TVs, and the weight exceeds 50%. Consumers' increasing pickiness about picture quality and continuous demand for product quality will make efforts from the demand side to accelerate the process of this inflection point.
In addition, the global television industry has entered an inflection point, which is an inevitable choice for the industry trend of continuously moving towards the middle and high-end. "As we all know, the TV industry loves the 'price war'. This vice makes some companies habitually pursue TV big and cheap, the pursuit of the ultimate cost performance, it seems that big is everything, low price is everything, but this has brought the entire industry the evil consequences of low profits, low value, and stagnant innovation. Yu Zhitao believes that for the television industry, only manufacturing to high-quality development, industry to the middle and high-end leap, price dispute to value struggle, will gain vitality and future. Especially under the competition of market stock, the global TV market will usher in a new round of "inner volume", picture quality is the only way out, and the core technology of picture quality represented by 8K picture quality chips will become the "winning weapon" of the new round of inner volume era.
For decades, Chinese, Japanese and Korean companies have launched fierce competition around display technology and industrial chain, and Hisense has always stood at the forefront of this war, through continuous breakthroughs in core technologies such as LCD modules, laser TVs, multi-partition backlight technology and picture quality chips. As the only display company in China that systematically studies the iteration of picture quality chips, Hisense has "one core and one intention" in the past 22 years, from hd to full HD to ultra-high definition display, forming a complete series of chip products. On January 11, Hisense officially released China's first self-developed 8KAI picture quality chip in Beijing, further seizing the "air supremacy" of picture quality in the competition of global display technology.
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