Source: Financial community
Taking advantage of the popularity of the Winter Olympics, large-screen TVs have once again been pushed to the front of the stage, and how to choose an excellent large-screen TV to immerse themselves in the Winter Olympics has also become a hot topic in recent times.
This undoubtedly injects a shot in the arm for the color TV industry - looking back at China's color TV market in 2021, it can be described as difficult: the field demand is highly saturated, the population and real estate dividends are fading, and the repeated impact of the epidemic is superimposed, and the retail volume of The Chinese color TV industry market continues to bottom out in 2021, and even falls below the 40 million mark, reaching the lowest in 12 years.
Among them, the only product category that resists the impact of the industry's downward cycle to achieve positive growth is laser TV, similarly, in the color TV industry back to the hot selling period at the moment, laser TV has also become the first choice for large screens, the head agency Guojin Securities also recently released a research report saying that laser TV is expected to open a new era of video.
Why did the laser TV run out of the downward cycle?
In 2021, when the overall decline in color TV sales, laser TV has achieved contrarian growth, according to Lotu Technology's "China Laser TV Market Analysis Quarterly Report", in 2021, the Chinese mainland laser TV market shipments reached 280,000 units, an increase of 31.9% year-on-year, and sales of 4.7 billion yuan, an increase of 27.7% year-on-year; from 2015 to 2021, the compound annual growth rate of China's laser TV market was as high as 155.8%.
Why has laser TV become the only "dark horse" running out of the color TV industry? Market demand and core technology are indispensable.
On the demand side, first of all, users are increasingly inclined to large screens, which is also the most core change in color TV products in recent years - 10 years ago, the average consumer size of domestic TV sets was only 30 inches, rising to 40 inches 5 years ago, and now, 55 inches is becoming the first choice for TV living room TV, and this trend continues. The biggest advantage of laser TV is this, ordinary LCD TV to achieve 100 inches has been close to the limit, even if it rises to 100 inches, the price will soar, but the laser TV can easily reach 150 inches, and the laser TV with anti-light screen relative to the LCD screen cost is lower, the limit is smaller, passed to the terminal, the price is also more favorable than the same size LCD TV.
Secondly, with the acceleration of consumption upgrading, people's requirements for health and environmental protection are getting higher and higher. According to the test results of the Experimental Center of the China Institute of Standardization and authoritative ophthalmology experts, after the comparative viewing test of LCD TVs and laser TVs, it was found that laser TVs that use the principle of reflection imaging are more in line with the viewing habits that people have developed for thousands of years, closer to the comfort of natural light reflected into the human eye, and even compared with paper reading, the comfort of laser TVs is also 20% higher. In addition, laser for display, with low energy consumption, less radiation, long life characteristics, is the most environmentally friendly display technology, to 100-inch laser TV as an example, the power is usually between 200-300 watts, power consumption is only 1/2-1/3 of traditional liquid crystal products.
In terms of technology, Xu Zuyan, an academician of the Chinese Academy of Engineering, once pointed out: the laser has three characteristics of good directionality, good monochromaticity, and high brightness, the laser display is the most perfect color reproduction in human history, the color gamut that the LCD TV can cover is only about 60%, and the value of the laser TV can be as high as 90%, which is the best technology to fully realize the BT.2020 ultra-high-definition TV standard, especially the three-primary color laser display technology, which is currently the only display technology that can fully realize the BT.2020 standard.
With the advantages of large screen, healthy eye protection, color precision, and high cost performance, laser TV is gradually becoming the leader of new display technology. It is undeniable that today is still the era of LCD domination, but with the development of liquid crystal display slowly moving towards the middle and late stages, in the current emerging display technology, laser TV is definitely the one that is most likely to win first, which can be seen from the successful running of the downward cycle of laser TV in 2021 in the case of overall weak market.
Hisense comprehensively established the core technical barriers of laser TV market share led the world
Today's laser TV, has basically been determined by the industry as the mainstream of the next generation of display technology, in the capital blessing and technology driven, the laser display industry camp is also growing, Samsung, LG, Sony, AOC, HP, Epson and other international well-known brands have successively released laser TV products, but as Lotu Technology released the "China Laser TV Market Analysis Quarterly Report" said, "Although international brands are accelerating into the laser camp, However, Chinese laser TV companies represented by Hisense and others have begun to define the blueprint and direction of a new generation of laser display technology. ”
Hisense is one of the earliest research laser technology enterprises, as early as 2007, Hisense set up a laser display technology and product professional research and development team, after 4 years of trial and error, finally found and determined the "laser light source + ultra-short throw lens + anti-light screen" laser TV technology route in 2011, in 2014, Hisense launched the world's first 100-inch ultra-short throw laser TV, achieving a breakthrough in laser TV from 0 to 1. Since then, Hisense Laser TV has maintained an annual iteration speed, and has continued to make breakthroughs and innovations in size, image quality and form.
With 15 years of deep cultivation in the laser field, Hisense has now realized the complete independent research and development and independent production and manufacturing of laser TVs, realized the technological breakthrough from 2K to 4K, and then to two-color 4K, and full-color lasers, and has established sufficient technical advantages and industrial resource integration capabilities in laser optical engines, lenses, light sources, and complete machines. According to public information, as of April 2021, Hisense has applied for 1366 domestic and foreign patents and authorized 531 patents in the field of laser display, of which 55 foreign patents have been authorized, which is the largest number of patents held by the global laser TV industry, which means that Hisense has fully mastered the core technology of laser TV and is leading the technical output in the field of laser display with absolute advantages.
In the laser TV market, Hisense is also dominant. Zhongyikang data shows that in 2020, the share of hisense laser TV shipments exceeded 46%, close to half of the entire market, more than 2-4 combined market share, can be described as a monopoly. And from 2020 onwards, Hisense laser TV has successively entered the United States, Australia, South Africa, Dubai, France and other key markets, according to Wang Wei, vice president of Hisense Video Technology, by the end of 2020, the cumulative sales of laser TVs in overseas markets have increased by 326% year-on-year. In November 2021, the global retail giant Best Buy twice added new orders for the 120-inch Hisense tricolor laser TV L9 in 20 days, and hisense laser TV is becoming a new favorite of overseas large-screen consumption.
As the laser display path that Hisense took the lead in laying out was gradually verified as the correct direction, more and more securities institutions have given Hisense positive trend judgment. Recently, Guojin Securities gave Hisense video "overweight" rating for the first time, and said in the research report "Laser TV is expected to open a new era of video", saying that with the gradual improvement of the localization rate of each core device, the scale effect of superimposed sales expansion, the cost of laser TV will have a sharp decline, coupled with the fact that from 2021, Hisense will gradually make up for the marketing shortcomings, and begin to open up high-end comprehensive experience stores hisense quality home offline and laser TV feature sales channels are online synchronously, under the neutral assumption, It is expected that hisense laser TV sales are expected to achieve more than 50% growth in 2022.
In the future, laser TV products in the consumer population, technological breakthroughs and scene application level will have a broader space for development, in addition to home applications, will gradually penetrate into the commercial market conference rooms, catering, entertainment, clubs, teaching and other environments, this Winter Olympics, Hisense laser TV has been applied to the media station interview exchange area, multimedia conference room, media restaurant, annex emergency center and other scenarios.
According to Lotu Technology, in 2022, the shipment of Chinese mainland laser TV will reach 450,000 units, an increase of 60.7% year-on-year. The incremental space of laser TV is still huge, Hisense as the absolute leading brand of laser TV, the head effect will become more and more prominent, 2022, may be the beginning.