Under the background of the era of normalization of the global epidemic and the repeated recurrence of the domestic epidemic, many audio and video enthusiasts have officially put the realization of the "home cinema dream" on the agenda.
Aowei Cloud Network 2022 Q1 color TV market report shows that in the case of upgrading control measures in many places, production and consumer logistics are affected, the consumption recovery trend has been interrupted again, and the retail volume of China's color TV omni-channel in the first quarter was 8.831 million units, down 10.8% year-on-year.
However, while the overall market size declined, the retail sales of TVs above 80 inches accounted for 11.3%, and the retail sales of high-end TVs above 10,000 yuan accounted for 18.2%, and the hot sales of high-end and large-screen products showed the obvious trend of product structure upgrading in the color TV industry.
The reason is not difficult to find that standing at a new starting point for the reconstruction of the economic environment order in the post-epidemic era, the first to usher in the reshaping is undoubtedly the living room economic value chain where users consume more attention and time. For many audio and video enthusiasts, at a time when the cinema is strictly controlled as a public place for crowd dramas, it has become a necessity to buy a large-screen TV that can bring a cinema-level audio-visual experience.
After years of hard work by Chinese color TV brands led by Hisense, now mentioning "home theater", users will hardly think of the flat-screen TV + landing sound combination that was popular at the end of the last century, but first think of the "laser TV" that is more and more popular with consumers. While LCD technology is still working hard to improve the yield of 100-inch TVs, the laser TV camp has brought the definition of "giant screen" to the 120-inch level.
On April 25, Hisense Video launched a 110-inch and 120-inch laser TV at the spring new product launch conference, making it possible to enjoy audio-visual enjoyment beyond the cinema level at home, and using its exploration in the field of color laser technology to prove that Chinese TV companies also have the ability to promote the upgrading of the industrial chain on the high-end technology track they have opened up and compete with existing display technologies.
Cut to the demand, home theater dreams come true
When the TV entered the living room, there was a voice saying that the movie theater would eventually fall. In 1950, Paramount's survey showed that the frequency of movies watched by families with television dropped by 30 percent, and as the number of viewers plummeted to half of the golden period, thousands of theaters closed, and film mogul Howard Hughes sold all of Raidenhua's film library to television stations.
But of course, the result is that everyone can see that even in the Internet TV is so developed, the cinema source can be viewed in the living room, the cinema can still feel the public's pursuit with the unique immersion of the big screen.
In order to restore the cinema-level audio-visual experience in the living room, giant screen TV has always been the pursuit of consumers. Aowei Cloud Network online consumer survey data shows that among the main factors affecting consumers' purchase of TVs, the price is the main reason with a proportion of 31.6%, followed by the size factor of the TV, accounting for 23.9%.
TV sales data also support this, Aowei cloud network data show that in 2021, 75 inches + product sales increased by 76.2%, 80 inches or more products increased by 111.8%; in the first quarter of 2022, the sales volume of 75 inches + large-screen TVs increased by as much as 60%, and the sales growth rate reached 36.5%.
Compared with the technical route of traditional LCD panels, the advantages of laser TVs in high-end large screens are obvious.
On the one hand, as the main factor affecting the production cost of LCD panel yield index, is inversely proportional to the screen area, and the 120-inch TV screen area is 4.9 times that of the 55-inch TV; on the other hand, the display principle determines that the higher the LCD panel screen resolution under the same display area, the lower the brightness, and the laser TV increases the resolution while accompanied by the increase in the size of the DMD chip, on the contrary, the brightness will also increase, and the potential gap between the two technologies can be seen.
For the Hisense vision of the "big screen" trend, the market gave a warm response. In 2021, Hisense TV occupies the first place in the high-end large-screen market of 75-inch +, more than 8,000 yuan; in Q1, 2022, Hisense large-size laser TV sales rank first in the world, and the sales volume of the domestic high-end large-screen market of more than 8,000 yuan ranks first with a 30.43% share, and has achieved 63.6% of the sales of large-screen TVs above 100 inches, leaving the second place far away.
The reason why laser TV can win double recognition in technology and market stems from the "resonance of new technology and new demand", and the new species born under the demand of consumers in the trend of large screens is particularly true at the moment of the rise of the living room economy.
Breaking the monopoly, a laser audiovisual experience surpasses the theater
It is no accident that Hisense can dominate the wave of high-end large screens.
Laser TV comes from digital film projection technology, Hisense has long been optimistic that it can be perfectly combined with TV technology, successfully entered the family of ordinary users, and after years of intensive research and development to build it into the first by China's independent research and development, independent production and manufacturing of leading the world television industry important technology.
It is reported that Hisense is currently in the leading position in the field of laser display patents, and holds the largest number of patents in the industry for tricolor laser light source technology. As of March this year, Hisense Laser TV has applied for 1713 patents at home and abroad, with a total of 708 authorized patents, leading the industry.
The 120L9-Pro released this time also relies on a number of new technologies to have a number of breakthroughs in audio and picture performance, which can provide users with immersive audio-visual enjoyment beyond the cinema level.
It is reported that Hisense 120L9-Pro adopts a three-primary color light source architecture with extremely high color purity, which not only gets rid of the picture jitter problem caused by the rotation of the color wheel in the past, but also brings the world's first laser TV that meets the color TV brightness standard, filling the two largest shortcomings of laser TV technology in one fell swoop.
With the blessing of full-color laser technology, the color gamut coverage of 120L9-Pro reaches 107% of the top color gamut standard BT.2020, which is equivalent to 151% of the DCI-P3 film color standard, which is 50% richer than the color of high-end cinemas, and has achieved a surpass in the cinema in terms of picture performance.
In terms of sound quality, the 120L9-Pro is equipped with harman Kardon panoramic sound field, which supports the sky dome lifting and lowering sound field, and the total output power of 6 speakers is 110W, which can simulate the immersive panoramic sound effect for users.
In terms of content, Hisense has customized a laser theater area for laser TV users, and the "Small Gathering Cinema Line" can provide a large amount of high-quality film and television content, so that new films and classic old films in the theater line are at their fingertips in the living room.
In terms of interaction with smart home, 120L9-Pro adopts a smart dual-screen design, audio-visual and audio-visual is not disturbed, can be voice linkage Internet of Things home products, and the laughing sofa can control the quality of life.
Of course, the user's requirements for a high-end TV with a 100,000 price segment will not be limited to sound and picture performance, 120L9-Pro design is also the top level, the fuselage material is selected for 20 years old North American black walnut, using the traditional gold wood process to perfectly integrate metal and wood, and a variety of high-end home styles complement each other, won the Chinese exterior design silver award.
In summary, it is not difficult to find that the 120L9-Pro is a bucket-level high-end TV product that has reached the top level in the core indicators of TV sound and picture, and at the same time redefined the "giant screen" in terms of the size that users pay more and more attention to.
Since 2012, after ten years of R & D investment, from monochrome to tricolor, from 2K, 4K to CES to attract the attention of the public 8K, Hisense as the leader of laser TV technology not only opened up a new track for the high-end large-size market in addition to traditional display technology, but also pushed laser TV technology to the high-end market from technical verification to industrial chain construction, which not only broke the monopoly of overseas in the field of high-end display technology, but also pointed out a path for consumers to "realize their dreams" home theater.