Made in China has been creating miracles.
In the field of cutting-edge science and technology, manned spaceflight has realized that many astronauts can work and live on the space station for a long time, and the world's largest caliber "Chinese Sky Eye" has led scientists around the world to explore the mysteries of deep space. In the field of display technology that can play a role in many occasions, China still lives up to expectations: Hisense Video has once again stood on the world stage after laser display technology, relying on professional display technology to break through foreign technology monopoly.
In February 2022, hisense video-developed 31-inch and 55-inch monitors will serve the Beijing Winter Olympics, appearing in the CCTV live broadcast room and the broadcast vehicle respectively, providing wonderful events for audiences around the world. However, what is not well known to the public is that almost all the monitors used in the production of professional radio and television programs and film and television content in the world were mostly Japanese and Korean brands before.
The great progress in monitor products is a representative achievement of Hisense Vision under the layout of "big display", behind which is the accumulation of more than 50 years of display technology and iterative innovation in the field of picture quality chips, which once again allows more people to see "China's strength".
Professional display first Chinese elements
Back a year ago, at the Spring Festival Gala broadcast on the evening of February 11, 2021, CCTV conducted a live experiment of the Spring Festival Gala on channel 8K, which made many people exclaim for the improvement of screen expression. At that time, Hisense Monitor participated in the production and broadcast of the Spring Festival Gala program, and this was the first application of domestic brand monitor products in the same specification scene.
Prior to this, whether it was CCTV or other top program production agencies in the world, they would use the products launched by Japanese and Korean brands as the first choice for production and broadcasting equipment. The "pre-emptive strike" at the industry level has allowed them to occupy the technological highland and market share earlier, and practitioners have more recognition of these brands with long-term advantages out of the pursuit of high-level program production and stable output content.
Hisense Vision, which has always had a higher picture quality and better quality pursuit, has taken the lead in creating a high-level broadcast monitor of Chinese brands in such a market environment with the spirit of a newborn calf not being afraid of tigers.
Monitors, especially benchmark monitors, are indispensable equipment in the production of various types of film and television content, which are extremely demanding on details, grayscale, clarity, service life, color reproduction contrast and reliability, etc., and are the picture quality benchmarks for professional radio and television practitioners to control the effect, so as to present enough wonderful programs for the audience.
Mei Jianping, a pioneer in the production and broadcasting of ultra-high-definition television programs, is also the director of the Data Application Department of the Technology Bureau of the Central Radio and Television General Station, and the executive deputy director of the State Key Laboratory of Ultra-high-definition Video and Audio Production and Broadcasting, gave a high evaluation.
He believes that hisense's 4K ultra-high-definition monitor, the technical quality is comparable to the international advanced products, in one fell swoop to fill the mainland 4K ultra-high-definition professional monitor technical gap, and can be widely used in the ultra-high-definition content base of the TV station, becoming an indispensable professional detection tool for program quality technical monitoring in studios, post-production and program production.
Hisense video brought monitor products to achieve "zero" breakthrough, everyone suddenly realized that the original domestic has enough strength to create the top products in the display industry.
And this is just the tip of the iceberg of the technical strength of Hisense's video display field.
We have the confidence not to fight a price war
Being able to break the monopoly of Japan and South Korea in the professional display field of benchmark monitors is the first time in the history of China's display development, and its value is self-evident. After decades of development, domestic consumer TV products have gained a leading position in the world, which can provide the public with high-quality and inexpensive large-screen TVs, and can also shine on flagship products that represent the most cutting-edge display technology.
At the same time, the user demand in the field of consumer electronics is changing rapidly, whether it is personal use of mobile phones, computers or home-shared televisions and other products, have come out of the early "price theory" stage of the industry, began to pursue experience and quality, especially the most important interactive interface screen screen screen effect.
As Yu Zhitao, vice president of Hisense Group Holding Company, made the thesis: 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 quality of sound and picture.
The confidence of not fighting a price war and a sales war comes from the technical strength that can withstand the test of the market.
On January 11, Hisense Video released China's first self-developed 8K AI picture quality chip, so far, Hisense Video has completed a complete series of chip product layouts from HD to full HD to ultra-high definition display, accumulating a total of 450 patented technologies. "The relevant algorithms and technologies of this chip in the field of video processing are fully autonomous and controllable, and can match high-specification video streams and achieve full coverage of 2K\4K\8K, which can not only be comparable to Japanese and Korean brands, but even surpass the performance of Japanese and Korean brands in many aspects." Hisense showed scientist Charing said.
From 2018 to 2021, Hisense won the honors of "Excellent Market Performance Product" and "Excellent Technological Innovation Product" in the "China Core" appraisal organized by the Ministry of Industry and Information Technology for a series of ultra-high-definition picture quality chips, and is the only enterprise in the Chinese television industry that has won the "China Core" award for four consecutive years.
The use of self-developed chips to enhance the competitiveness of its own products has typical cases in the fields of smart phones and personal computers, but it is still a phoenix in the display industry. Most manufacturers are still happy to superimpose algorithms on general-purpose chips to achieve differentiation, but Hisense Vision goes further, using self-developed picture quality chips to achieve software and hardware integration display effects and user experience optimization, so the product performance is also better.
Previously, the four generations of picture quality chips launched by Hisense Vision have been mass-produced and applied to best-selling models.
With its fourth-generation picture quality chip as an example, this chip was applied in the flagship TV U7G-PRO launched by Hisense Video, and with hisense ULED backlight control technology, the XDR display was realized, reaching the extreme dynamic contrast ratio of 1600nit and million to one, bringing a more delicate and three-dimensional image experience, which became a global market hit during the European Cup. In 2021, U7G's full range of flat-screen TV sales ranked top 1 in domestic high-end TVs.
The technical paving of the picture quality chip makes Hisense video confident at the picture quality level justified, and the accumulation of technology over the years has made the product have a brighter, clearer and more stable picture performance, which naturally makes Hisense stand out in a new round of competition in the display field.
To be a first-class enterprise that defines native products
Time back to more than 20 years ago, most of China's electronics consumer manufacturers do not have the ability to independently develop core devices, and are called "assembly workshops" by the industry. At that time, the brand not only earned a small end profit, but also did not define the product and compete for the right to speak in the market.
At the beginning of the chip research and development business, Zhou Houjian, chairman of Hisense Group, pointed out in the company's internal email: "Without its own chip, it will always be a second-rate manufacturer, let alone define its own native products."
Some people will ask: Why is Hisense Video frequently breaking the monopoly and standing at the forefront of technology in the display industry?
Many people have their own answers to this question, but Hisense Vision is obviously prepared. This top domestic display product R & D and manufacturing enterprises, from the beginning of its inception to the present has more than 50 years of display technology accumulation, and in the picture quality chip and tuning technology are constantly precipitated.
Taking China's first 8K AI quality chip launched by Hisense Video as an example, this Hisense fifth-generation picture quality chip is quite ahead in parameters: it realizes 8K 120Hz motion clarity compensation, supports 33 million + pixels accurate reconstruction, 26880 partition backlight control, 48bit color depth, 7897 color dot control, and artificial intelligence detects scenes and objects for real-time automatic optimization.
A few days ago, a number of authoritative media in Japan paid attention to the report that the high-end REGZA series model launched by Hisense's Toshiba TV in 2022 will be equipped with the next-generation engine "ZR α". It is worth emphasizing that "ZR α" is another name for Hisense 8K AI picture quality chip in Japan, and the chip's "super AI picture quality processing power" has become the focus of major Japanese media reports.
Japan has always been regarded as the "highland" of global audiovisual technology, giving birth to well-known brands such as Sony, Panasonic and Canon. The 8K AI picture quality chip has been paid attention to and praised by many authoritative media in Japan, which not only highlights Hisense's innovative achievements in promoting the improvement of picture quality in the display industry, but also shows that Chinese brands represented by Hisense have an increasingly strong voice in the global display competition in the new era.
Chip is the core underlying technology of Hisense's big display strategy, and the continuous iteration of the picture quality chip not only allows Hisense to have the ability to define its own products, but also continues to extend to commercial display chips, flat panel display chips, Micro LED display chips, car display chips, etc. on this basis, forming the core underlying technology of Hisense big display product matrix.
After creating a breakthrough, Hisense did not stop the pace of active research and development and innovation, but went further than anyone.
epilogue:
We can see that today, 2 years after the launch of hisense video "big display strategy", this rare enterprise in China's display industry has used its persistent professional technology research and development and matching service standards to smear Chinese-made colors in professional fields such as radio and television production and broadcasting and the independent research and development of picture quality chips.
Relying on picture quality chip technology, how many surprises will Hisense Vision bring to China's display industry, professional content production field and ordinary consumers? There is more to look forward to in the days ahead.