Friends who may pay attention to Sony TV will find,At the beginning of the year CES2024 the exhibition"After stealth",Sony TV was absent again at the AWE2024 exhibition,Absent from the two industry exhibitions of this year in succession,Sony TV"Operation"How much people feel a little "scratching"。
Although at this year's CES and AWE, we didn't see the annual new products of Sony TV. But recently,Some overseas media have broken the news,Sony TV will2024High-end flagship product lineFocus on Mini LEDTV,And begin to gradually"Dilut"OLEDTV。
It can be seen from the new product planning that has been exposed,Sony is not completely abandoning OLED2024,Instead, put OLEDThe products on the sub-flagship,And on the flagship TV positioned at a higher endXR90series,It will useMini LED display technology。
Sony since2017Officially launchedOLEDTVA1,It has always beenOLEDThe "representative" of the TV camp,But from2022Beginning,Sony adjusted its TV product strategy,Began to abandon low-end products,Focus on mid-to-high-end products,But such a product strategy adjustment does not seem to have reaped"miraculous effect",On the contrary, in 2023year,Sony TV's market share has fallen to a record low。
Faced with the dilemma of sales and profits,It's a matter of time before Sony TV makes a change,Now the high-end products are shifted from OLED to Mini LED, which seems to be a bit of a "broken boat". If you consider the manufacturing cost,The cost of Mini LED TV is much lower than OLEDTV,Switching the flagship product from OLEDThe Mini LED is also conducive to reducing the price of the product,At the same time, it can also produce more large-size TVs,So that more consumers accept Sony TV in price。
However,Sony has only now begun to lay out Mini LED TVs on flagship TVs,It's still a bit of an afterthought"。 In fact,Domestic TV brands have already been in the field of Mini LED"Shot"For a long time,If you go to understand the TV sales in recent years,You will find,TV sales of Chinese brands have comprehensively surpassed Japanese and Korean brands,Especially in the field of Mini LEDTV,TCL's market share is as high as 50.5%,Firmly occupyOccupy half of the Mini LED TV,It can even be said,"For every two Mini LED TVs sold,1 is TCL。 ”
MiniLED+The combination of super size is already the development trend of today's TV market,TCL, as one of the earliest manufacturers in China to enter the field of Mini LED TV,As early as 2018, the world's first Mini LED TV was launched。 In 2024, it has successively released TCL X11H, TCL Q10K Pro and other blockbuster new products, it can be said that TCL currently has the world's most complete and strongest Mini LED TV product matrix.
As an emerging display technology, Mini LED has natural advantages in contrast and brightness compared with OLED. Take TCL's recently released ultra-flagship product Q10K Pro as an example, in terms of partition, brightness, and halo control, it has unrivaled advantages over competing products in the same price range.
In fact, as early as 2016, TCL has "shot" the layout of the Mini LED industry chain, and has China's largest LCD panel manufacturer - TCL Huaxing. This enables TCL to grasp key technologies from the source of the display panel to ensure product quality and supply chain stability. In addition, TCL also conducts independent research and development in upstream semiconductor materials and chips, thereby realizing a comprehensive closed loop of R&D, production and sales, and becoming the only brand in the industry with the whole industry chain of Mini LED.
By 2019, TCL took the lead in launching the world's first Mini LED backlight TV and achieved mass production, and then clarified the "super large screen + Mini LED strategy", becoming the first batch of large-screen Mini LED TV companies, and so far, TCL's Mini LED TV market share has been TOP 1 level.
Nowadays,Although major TV manufacturers have launchedMini LEDTV products,But there are still differences in display quality,For Mini LED TV,The number of backlight partitions and peak brightness are the two most important indicators,When the Mini LED backlight partitions of other manufacturers are still stuck in two or three thousand partitions。 TCL has achieved "dual 5000 image quality" on this year's Q10K Pro, that is, 5184 partitions, XDR 5500nits peak brightness.
Of course,With the improvement of partition and brightness,The core technical requirements for halo control are also higher,As a super flagshipMini LEDTV,Q10K Proin"Dual5000"Under the number of partitions and brightness values,TCL global halo control technology,Perfectly solve the halo problem。 Through advanced technologies such as six-crystal square core II, super-concentrating micro-lens, and HVA wide-angle low-reflection screen, the whole link from luminescence to imaging has achieved precise light control, solving the halo problem that has plagued the industry for many years.
As Sony's flagship TV begins to "defect" Mini LED, the competition in the high-end Mini LED TV market will be more intense, but because TCL has been laying out Mini LED technology for a long time, now Sony has become the catch-up. Today's TV market competition has entered a white-hot stage,Domestic brands are gradually seizing market share by virtue of leading technology and cost control advantages。
In general,Relying only on"Dafa's faith"It's not enough to support users to continue to support Sony,Now the parameters of TV products are very transparent,People are not fools,Will compare various configurations,Of course, consumers are more willing to support those products with higher quality-price ratio。 If Sony TV still can't come up with some "housekeeping skills" to attract consumers,It is very likely to face the risk of selling the TV business,Don't think that this kind of thing will not happen,Sharp and Toshiba are a lesson from the past。