At CES at the beginning of 2022, laser TV staged a change of drama, a number of new products issued together - Hisense released the world's first 8K laser display solution, Changhong debuted a new generation of 120-inch tricolor laser TV, JVC's new flagship laser product debut - a new round of competition in the laser display industry based on quality upgrades, officially kicked off.
The market is full of vitality
With more and more global heavyweight players entering the game, laser display technology shows full innovation vitality and super product power, favored by consumers, continues to dominate the first place in the super screen market, and continues to attack the city in the large screen market, becoming an important pole in the color TV large screen market. In the context of repeated setbacks in the color TV market, laser TV has maintained a high-speed growth trend.
According to lotu technology statistics, in 2021, the Chinese mainland laser TV market shipments will be 280,000 units, an increase of 31.9% year-on-year; it is expected that shipments will reach 450,000 units in 2022, an increase of nearly 60.7% year-on-year.
Talking about the high growth of the market, the relevant person in charge of Changhong analyzed: "The middle class that is willing to accept new things and the Z generation that has gradually become the backbone of consumption is in line with the characteristics of laser TV users and will further maintain the growth rate of the laser TV market." ”
At present, the domestic laser TV market pattern is relatively concentrated. Aowei Cloud Network (AVC) omni-channel push total data shows that in 2021, Hisense laser TV will occupy the top spot with a market share of 83.1%.
Changhong is also focusing on expanding the field of laser TV, actively expanding the track, and realizing the all-round layout of the three major offline channels plus e-commerce channels of home appliance channels, professional audio and video channels, and IT distribution channels. According to the relevant person in charge of Changhong, in 2021, Changhong laser TV shipments increased by 30% year-on-year, ranking among the top three in the industry.
The rapid development of the laser display industry has attracted many brands, and the number of entrants is increasing. From the third session of the Global Laser Display Technology and Industry Development Forum, it was learned that at present, the laser TV camp has blossomed, and the number of brands has reached 34, including Hisense, Changhong, Sony, LG, Epson, HP, BenQ, etc. The global laser TV "circle of friends" continues to expand, and the entire industry presents a strong development trend of competing for spring.
At the same time as the rapid development of the domestic market, some companies have begun to lay out overseas tracks and seize the highland of the laser TV industry. Taking Hisense as an example, Hisense laser TV has expanded to the United States, Australia, Germany, France, the United Arab Emirates, South Africa and other countries and regions, and entered the core of local mainstream sales channels, with a price of more than 10,000 US dollars.
"Since 2021, Best Buy has twice significantly increased the order for Hisense tricolor laser TVs based on 120 inches." Wang Wei, deputy general manager of Hisense Laser Display Company, shared Hisense's outstanding performance in overseas markets.
Get rid of the "inner volume" and rely on innovation to stand out
In the color TV industry, where the "inner volume" is extremely serious, how does laser TV stand out?
"Focusing on breakthroughs and innovations in the high-end market is an important reason for the laser display industry to rise." Wang Wei said that "post-95" and "post-85" are the main consumer groups of laser displays, and the monthly income of household users who buy laser TVs from the perspective of income level is concentrated in 15,000 to 40,000 yuan, which belongs to the middle and high income classes, they are more willing to pay for high-quality products, and they are also the main force leading the trend of high-end consumption. Laser TV has been recognized by these consumers with its advantages of large screen, immersive, healthy eye protection, and low energy consumption.
"The laser TV industry has developed for more than 20 years, from monochrome technology to two-color, and then to three-color laser display technology, the resolution has developed from 1080P to mature 4K, mainstream products 4K monochrome laser TV has been quite mature, and the marketization speed of 4K three-color laser TV products is also accelerating." The relevant person in charge of Changhong believes that technological innovation is the main reason for development, and the laser TV industry is in the "Beautiful Era".
In 2021, laser display ushered in technical iteration, and product quality upgrading further promoted the development of the industry. The first is the application of tricolor lasers. The all-laser TV that uses red, green and blue RGB laser light source imaging has become the only TV product that can meet the ultra-high-definition display standard BT2020.
This year, Hisense launched a full range of 75-inch to 100-inch full-color laser TV products, fully popularizing full-color laser TV. It is understood that the RGB three-primary color panchromatic light source architecture used in the new Hisense panchromatic laser TV, the single laser light source does not interfere with each other, the color rendering is more pure; the large high-brightness chip allows the brightness in front of the screen to reach up to 430 nits, exceeding the digital TV brightness standard; Hisense's exclusive three-color laser design, eliminating the color wheel mixing components, makes the optical engine volume shrink by 30%.
At the same time, laser display has brought more imagination space to the era of large screens. For example, Hisense launched a new full-color laser TV product 120L9 Pro at CES 2022, with a 120-inch large screen, which can bring users the best feeling of super home theater. At the same time, laser display has brought more imagination space to the era of large screens. Peng Jianfeng, executive secretary of the China Electronic Video Industry Association, said that the combination of large screens and ultra-high definition can bring a sense of presence and immersion similar to that of cinemas. This is an important driver of the rapid growth of the screen size of the living room. "In the market of large screens, the advantages of laser TVs are very obvious. First, the laser TV is small in size, light in weight, easy to handle and install; second, when there is no need to watch TV, the machine is easy to hide, and the space design is more flexible; third, more users choose laser products because they like the soft comfort of the reflected light display. ”
At CES 2022, Hisense launched the world's first 8K laser display solution. Based on the accumulation of technology and experience in high-definition display optics, Hisense has realized high-pixel density 8K optical engine illumination and imaging technology through a large number of experiments, bringing the parsing of 8K ultra-high-definition pictures. With ultra-high-definition light control and optical analysis technology, Hisense has achieved precise control of 33 million beams of light, thereby realizing the decoding and display of 8K images.
The color TV industry's exploration of picture quality is endless. Just into 2022, Hisense released the world's first 8K laser display solution, opening the 8K era of the laser industry. Compared with other displays, 8K laser TV is also the most energy-efficient way for large displays, it can present more display details in a super-large picture, reproduce colors in the most accurate way, and can be better integrated into the home environment, more malleable, with rollable screen and mixed screen technology, bringing more imagination to a more flexible and space-constrained way of presenting home images.
At the same time, laser TVs reduce energy consumption while achieving 8K. Liu Xianrong, general manager of Hisense Laser Display Company, said that if lcd TVs want to achieve 8K, the light transmittance will be 40% lower than that of 4K TVs of the same size, and the corresponding power consumption will be increased by 60%; while the laser display should achieve 8K, the luminous efficiency will not be reduced with the increase of resolution, and even can be improved.
It is foreseeable that the keywords of the laser TV industry in 2022 will still be "breakthrough" and "innovation". The relevant person in charge of Changhong told the "Electrical Appliance" reporter that next, Changhong will open up the whole industry chain from hardware to software, from components to the whole machine, and at the same time create a closed-loop ecology from products to services, from business to user operation. In the construction of channels, it covers omni-channels such as household, business education projects, and audio-visual entertainment, and increases investment in the construction of offline terminals and online flagship stores. "Changhong will also launch a 100-inch + flexible curling laser TV, a laser short-throw engineering machine, and is pre-developing 8K laser display technology." He said.
Create a new track, or become the mainstream of the next generation of display
As we all know, the term "lack of core and less screen" has followed the Chinese display industry for many years, and even for this reason the development was once subject to people. The development of laser display technology allows Chinese companies to bypass the "barrier" of foreign display giants and open up new tracks in the field of new displays. As Xu Zuyan, an academician of the Chinese Academy of Engineering, said, behind the opportunities of the laser TV market, Chinese companies can not only realize the "Chinese dream of Chinese watching Chinese TV", but also hope to promote China's display industry from big to strong, and achieve curve overtaking in the display field.
Wu Qingfu, vice president of Chengdu Pfister Technology Co., Ltd., told the "Electrical Appliance" reporter that laser TV has four major components, namely chips, lenses, screens and optical machines. As more and more enterprise players join the "circle of friends", the core components of laser TV are gradually opening a wave of localization. "China's laser industry already has a relatively complete and leading industrial chain, which is a well-deserved leading force in the laser TV market." Talking about the development status of Laser TV in China, Wu Qingfu said.
The data released at the Third Global Laser Display Technology and Industry Development Forum shows that in the past year, China's laser display industry chain is full of innovative vitality, and it is expected that the proportion of localization will increase to 75% to 80% within 3 years. For example, the research and development of key technologies of ultra-high-resolution LCOS display chips has been supported by national projects; ultra-short throw lens industrialization has achieved breakthroughs, and lens product specifications have become more abundant; and three-color lasers with multi-wavelength and high display efficiency have been developed and issued, making three-color laser TVs the mainstream of the industry.
According to Xu Zuyan's prediction, in the next 3 to 5 years, China's laser display will achieve a leap from technological leadership to industry leadership. He believes that the laser display industry will produce a major breakthrough between 2025 and 2030, fully meet the requirements of the ultra-high-definition display BT.2020 international standard, and become the mainstream of the next generation of display industry.
Solemn statement: All original articles of "Electrical Micro-Journal" must be authorized for reprint.