Recently, Hisense issued an announcement revealing the latest layout of Hisense's "laser display" technology in 2022. Among them, including Vidda brand will be listed the world's first three-color laser intelligent micro-projection products and laser TV categories to launch the entry price to further explore the entry price of the 75 / 80-inch L5 series of new products, more diversified size segments of the full-color (tri-color) series of new products, and the world's first 110-inch and 120-inch full-color (tri-color) laser TV that meets the TV brightness standard.
Among them, the scale, quantity and form of Hisense's new tri-color laser products in 2022 will exceed history. This will mark the accelerated popularization of laser display three-color technology is already the trend of the times!
Brighter, lighter, and cheaper: Laser technology is coming
Through Hisense's announcement, it can be seen that the trend of laser display in 2022 is making great strides in the direction of "continuous upgrading of technology". At the CES exhibition in January 2022, Hisense mentioned the advantages of "a new generation of laser engines, brighter, lighter and lower cost".
"The combination of these characteristics will undoubtedly greatly increase the people-friendliness of the laser display!" Industry insiders pointed out that on the one hand, the price factor is the biggest barrier to the popularization of new technology products. In recent years, laser display has continuously strengthened the "hard cost research" by optimizing the industrial chain, improving the supporting level of the local industrial chain, reducing the cost of large-scale procurement, hisense patent sharing, and industrial chain support policies. At the same time, the localization of laser core chips and the breakthrough of higher luminous efficiency technology have also laid the foundation for the industry's costs to move down from the bottom.
On the other hand, in order to further improve the performance and plastic arts of laser display, the optimization of the "volume and heat dissipation" of the optical engine is the top priority. Over the years, the light efficiency of laser semiconductor chips has continued to improve, creating space for improvement in this regard. The new generation of laser engines to bring better market penetration expectations, has been the industry consensus. The lighter laser engine also paves the way for the laser light source to enter the market for emerging forms such as micro-projection.
Industry research institutions predict that in 2022, the shipment of laser projection Chinese mainland will exceed 1 million units, an increase of more than 75% year-on-year. Among them, the laser TV market annual market target looks at 600,000+. Its position as the first large-screen option for high-quality audio-visual in the home will be further consolidated. Hisense, Guangfeng and other first-mover advantages will also profit more from them.
Subvert LCD TV, subvert LED intelligent projection, innovative dimensionality reduction strike
From the perspective of Hisense's 2022 product line planning, its "market competition" is "fully targeted". In addition to the popular laser TV products and three-primary color laser TVs that have been vigorously promoted in previous years, and increasing supply differentiation, it is aimed at the main "soft underbelly" of "large-screen audio-visual" demand for technical research and supply-side upgrades.
Among them, Hisense's young tide brand Vidda will enter the "projection market", and unlike the Hisense brand's main laser TV, Vidda will attack the larger "micro-investment, portable, and smart home investment market". Vidda will introduce the industry's first pure tri-color laser high-quality 4K portable smart projection in 2022. The laser display characteristics of its three primary colors will establish vidda brand as a "technology disruptor".
The traditional intelligent portable projection market is mainly the world of "LED projection". Whether it is a monolithic LCD model or a DLP model, LED light source technology is mainly used. The introduction of laser light sources by Vidda, especially the three-color laser light source, represents Hisense's innovative strength and technical confidence in laser engines. It is more likely to bring 100% DCI-P3 next-generation movie color gamut into the intelligent micro-investment market. At least in terms of performance, this product will have a subversive impact on the traditional intelligent micro-investment consumption pattern.
Another hisense 2022 subversive product is the "high-brightness ultra-large screen three-color laser TV": compared with traditional LCD TVs, especially large-screen LCD TVs, the cost advantage of the unit display area of the laser display is very prominent, the color gamut advantage of the three-color laser, the reaction speed advantage of DLP display technology, the visual health and comfort advantage of the reflective imitation image, the advantage of product transportation and installation, and the moderate advantage of viewing distance are obvious.
However, it must be admitted that traditional laser TVs, especially three-color laser TVs, often lose to LCD TVs in the brightness performance of more than 100 inches - although 98/100-inch LCD TVs have high brightness, resulting in a large comfortable viewing distance, and oversized products are not suitable for household problems, but the parameter advantage of LCD brighter is obviously one of the "heartaches" of the laser display market above 100+. In 2022, Hisense's first 110-inch and 120-inch full-color (three-color) laser TV that meets the TV brightness standard will not only redefine the "upper limit of the audio-visual size of the giant screen", but also redefine the brightness contrast of "laser TV and LCD products".
A new generation of laser engines, whether monochrome or three-color, have the ability to overcome the brightness bottleneck of laser TVs, which is the competition between laser displays and LCD large screen displays, especially in the home market, will 'make up for the last short board' and achieve dimensional transcendence! "Industry insiders have given a very high evaluation to the exposure of Hisense's new product information.
Whether it is a brighter, ultra-large laser TV that meets the brightness standard of the TV set to reduce the dimensionality of the LCD TV in brightness and size; or the dimensionality reduction blow of the three-color intelligent portable projection on the LED intelligent projection, Hisense's product innovation is becoming the 'variable' force of the display industry in 2022." From a certain point of view, 2022 may be a "historic year" for laser display new product innovation. A series of supply-side upgrades will also effectively promote the accelerated expansion and prosperity of the terminal market.
Laser upgrades are unlimited, and the strength of domestic products at the head of the innovation tide is fully displayed
What is the biggest advantage of laser display? I think it's not how good today's products are, but the products of tomorrow will be better! An industry insider pointed out for Hisense's new product information that the biggest advantage of laser display is that "this is a new technology and a technology with great innovation potential." In the past 10 years, "we have seen disruptive progress", and in the future "we can see more disruptive" progress.
At the same time, laser display is the first mainland enterprises to develop and take the lead in commercialization of new display technology. In the global display map, laser display is one of the highest segments of mainland enterprises' "technical discourse power".
According to public information, Hisense laser display field has applied for 1634 domestic and foreign patents, authorized 695, of which 64 foreign patents have been authorized, continuing to lead the global laser TV industry innovation. At the same time, Hisense has taken the lead in publishing 3 laser display related standards, and is leading the development of 8 international standards. According to the "Top 100 Laser Projection Display Technology Patent Top 100 Rankings" jointly released by the incoPat Innovation Index Research Center (global patent database search platform) and the intellectual property comprehensive information service provider IPRdaily, hisense, Guangfeng and other mainland enterprises continue to lead in the "patent scale" of the laser display market, ranking first and second in the world.
Laser display in the mainland market, has formed a three-fold advantage pattern of innovation chain, supply chain, consumption chain and other aspects." According to optimistic estimates from industry insiders, in 2025, domestic projection display consumption is eager to reach 10 million units per year, covering household, engineering, business education, embedded, automotive and other markets. Among them, the embedded and in-vehicle markets will be a new space for innovation demand. Among these products, it is expected that more than 3 million units of high-performance laser products will be shipped, which is 4-5 times the sales volume of laser displays in the market in 2021. The innovative works in Hisense products in 2022 are only the prelude to the tide of growth in this industry.
In summary, In the latest announcement, Hisense gave the laser display industry "full confidence", which highlighted the extraordinary innovation of the new generation of optical engines. This will have an important leading role in "condensing consensus" and "breaking through the future" of the laser display industry chain. Driven by Head Enterprises such as Hisense and Guangfeng, laser display in 2022 will inevitably usher in another bumper harvest year.