As an important part of China's display industry, color TV is accompanied by the vigorous development of China's manufacturing and China's economy.
Especially under the impetus of a new generation of technologies such as 5G, AIoT, and the Internet of Things in China, the iteration of domestic color TV technology has begun to develop in depth in the direction of ultra-large screen, ultra-high-definition and ultra-intelligence, and has continuously transformed to high-end. Looking back at 2021, the development of China's color TV industry is slightly weak, but innovative display technologies such as Mini LED, laser display, OLED (QD-OLED), QLED and other innovative display technologies have shined brightly, taking root in the field of high-end color TV, adding a core driving force to the breakthrough development of the entire industry.
Market: Volume reduction price increase trend
Affected by the TV industry entering a mature stage of development, saturated market demand, fluctuating raw material prices and tight chip supply, China's color TV industry has entered a downward channel in 2021. According to the forecast data of Aowei Cloud Network (AVC), the retail volume of color TVs in China in 2021 will be 38.35 million units, down 13.8% year-on-year; The scale of retail sales was 129.6 billion yuan, an increase of 7.2% year-on-year, showing a clear trend of volume reduction and price increase.
Compared with the sales data of previous years, the color TV market has undergone great changes: the product structure adjustment has made the sales scale return to positive growth year-on-year, and the market has switched the growth trajectory. This means that the upgrading effect of China's color TV market to high-end quality products has begun to gradually appear.
At the same time, 2021 is a key year for China's color TV industry to enter the transformation and development, TV is no longer just needed by families, competition has shifted from the incremental market to the stock market, the industry price war competition has gradually withdrawn, and the value competition based on products and technologies has become a new focus. Industry data show that from January to November 2021, the retail sales of high-end products with more than 10,000 yuan in China's color TV market accounted for 16.7%, and consumption upgrading under the background of China's internal cycle of consumption ushered in new opportunities. In this market background, TV performance is no longer satisfied with the traditional single color visual performance, TV sets no longer play the living room one-way output of moving image machine, consumers are more willing to see that the TV quality performance can be infinitely close to the real color, can bring users the top home theater-like sensory experience, to make the TV set become people's delivery and witness for a better life.
Brand: Return to value competition
At present, the color TV market is changing from winning with "price" to winning with "quality", which also makes the display technology competition between brands staged again. As a terminal display device, the development and replacement of the TV industry can also be seen as the update and iteration of display technology, from the past CRT to LCD, plasma, and then to today's OLED, Mini/Micro LED, quantum dots and laser TV, the innovative display technology of the TV industry is blooming, especially in 2021, OLED, Mini LED and other innovative display technology products have increased greatly, color TV brands have joined these high-end market battles, While enhancing product strength, it realizes the sublimation of its own brand, and also promotes the transformation of the entire TV market to high-end.
Relying on the entire upstream and downstream resource chain, Samsung, the world's leading brand, has the comprehensive ability to improve the layout, and realizes the "multi-legged walking" of various display technologies such as laser display, Mini LED, OLED (QD-OLED), QLED and so on. In 2021, Samsung will focus on the self-developed quantum dot matrix technology, and launched neo QLED and QN90A series OF TVs, Neo QLED TVs are Samsung's main products in 2021, launching multiple series models such as 4K-8K, covering multiple product size ranges from 55-85 inches in size.
In 2021, domestic brands are also making great strides to impact the high-end market, among which TCL, the leader of innovation technology, continues to deepen the field of Mini LED. As one of the few manufacturers in China that can produce Mini LED panels, TCL occupies 90% of the sales share of global Mini LED products in 2020, and in March 2021, the first TCL X12 8K Mini LED Star Smart Screen was launched, becoming the first new product equipped with TCL OD Zero Mini LED technology, and the newly launched Smart C12 Quantum Dot Mini LED Smart Screen uses more durable luminous materials to ensure that the screen does not fade for 10 years. Easy to use for a long time.
Hisense continues to adhere to laser display in the high-end market, and also began to explore Mini-LED. Its flagship 9 series products, using chip-level packageless Mini-LED applications, can achieve ultra-high brightness specifications much larger than 3000nits, reaching the leading industry indicators of 8K TV brightness; Skyworth launched two Mini LED TVs in 2021, namely skyworth Q70 Mingli TV released in February and Mingli screen Smart Mini LED TV Q72 released in September; Xiaomi has set its sights on olED TVs, and the newly launched Mi TV 6 OLED version has a contrast ratio of 1 million:1, a peak brightness of 800 nits, and supports 10bit color depth, MEMC motion compensation and other functions; Huawei released its first Mini LED smart screen V75Super in July, equipped with 46,080 Super Mini LED lamp beads and HarmonyOS2...
In 2021, the price war is no longer practical, technology has once again become a benchmark, and the competition between color companies has gradually returned to value competition, which has also indirectly promoted the rapid advancement of the pace of high-end transformation of the color TV industry.
Technology: Innovation and technology to tackle tough problems
In the era of stock, the core of the value competition of color TV companies is actually the race of technology and the game of innovative technology. Looking back at 2021, we will find that many domestic lottery companies are paying more and more attention to the power of innovative technology, arming themselves with innovative technology, and strengthening the strength of Chinese brands.
For example, TCL, which occupies the second share of global sales, has determined the "super large screen strategic layout" in 2021, and relies on the strong support of Huaxing Optoelectronics, has the world's most advanced LCD panel production line, completely solved the panel supply problem that has plagued the domestic supply chain for many years, pulled down the price of the giant screen smart screen of hundreds of thousands of yuan in the past to 2-40,000, has a huge screen price advantage that peers do not have, and in the cumulative sales data of 98 inches and above in the cumulative sales data of 98 inches and above in 6-10, 2021, With a sales share of 27.03%, it topped the industry list, significantly ahead of other brands. At the same time, through innovative research, TCL has also independently developed the industry-leading QD-Mini LED, which can be called the peak technology of the picture quality of the large screen product. It is reported that TCL will continue to deepen the strategy of large screen in 2022, and plans to achieve the goal of large-size Mini LED sales penetration rate of more than 60% in the next three years, and launch three series, four sizes, seven product lines, 18 styles of QD-Mini LED products, and continue to exert efforts in the field of ultra-large screen and Mini LED technology.
In addition to TCL, in 2021, Skyworth continues to adhere to OLED technology to open up a new development situation with differentiated innovation. Through OLED panel + self-developed black technology, Skyworth has greatly improved the overall image quality level, such as its self-developed AI quality engine, which can search, identify and reconstruct the picture image through AI technology, and comprehensively optimize the picture quality frame by frame in real time. The leading position of product independent innovation technology has finally been transformed into market leadership, and Aowei Cloud Network (AVC) data shows that in 2021, Skyworth TV OLED offline channel sales market share led the industry.
In addition, Hisense won a number of industry and media honors in 2021 with laser display and ULED innovative technology, such as Hisense curling screen laser TV and MacBook Pro won the "2021 Frontier Technology Product" award, Hisense Laser TV 100L9-PRO won the Epland Gold Award, and the innovation technology won the industry's affirmation...
On the whole, the color TV market environment in recent years is complex and challenging, and TV manufacturers can only stimulate users' desire to change and revitalize the color TV market by constantly innovating and innovating technology, improving product added value, and matching the demand for family products. After nearly 20 years of development, China's display industry has completed the counterattack from follower to leader, and now China's color TV manufacturing is experiencing a wave of high-quality upgrading of Chinese manufacturing, color TV brands want to maintain a leading edge in the global competition, must continue to achieve independent innovation technology to lead the research, master their own core key technology lifeline, in order to achieve the long-term and stable development of the enterprise. It is expected that the pace of high-end transformation and upgrading of the color TV industry in 2022 will continue to accelerate, and the overall trend will continue to evolve along the direction of ultra-high-definition display technologies such as super large screens and Mini LED. It's exciting.