On the IFC2024, Hisense launched some LED direct display exhibits. It marks the world's second-ranked color TV giant,It is bound to be the strongest determination and strength to grow on the new track of LED direct display。
It is true that the LED display industry, centered on micro LED, has become one of the common future options in today's market from AR to engineering giant screens. As the world's top giant in the display industry,How will Hisense lay out this new track? On the occasion of the IFC2024 exhibition,Projection Times Network is honored to invite Mr. Shi Yabin, manager of the operation support department of Hisense's video LED display product line operation center (hereinafter referred to as Manager Shi),Discuss the secret of the rise of micro LED。
Micro LED technology: a new stage for the future
In recent years, Micro LED technology has been crowned as the new emperor of future displays with its excellent high efficiency, high color, high contrast, and the great advantages of being able to carry from extreme micro displays to giant curtain walls with thousands of screens. However, a broad consensus on a new technology cannot be a substitute for a real breakthrough in technology.
For example, at infocoom 2024, LED small pitch display products have pushed the pitch indicator down to P0.5, or even P0.4 or even P0.3. However, Manager Shi believes that although the current technical specifications have launched P0.4 and P0.5 level products, they have not yet "adapted to the needs of mass production".
This kind of ultra-fine pitch products have severe challenges in production yield and cost control, and these problems have become the main obstacles restricting their commercialization. To truly fully unlock the market demand, it is necessary for the Micro LED process technology to be further matured and the cost to be effectively controlled. For the solution of these problems, Manager Shi pointed out that it will be roughly the next two or three years.
Mr. Shi expects that in the next two to three years, micro LED can enter the high-end demand field on a large scale, especially in the fields of home theater, car display and near-eye display, micro LED is expected to play its unique advantages and drive the progress of the entire smart display application industry. At present,Hisense is also exploring more innovative application scenarios。 For example, immersive 3D display, glasses-free 3D, near-eye display, etc., these high-demand new applications will be a new driving force for the development of micro-level small-pitch LED technology.
For the continuous development of Micro LED technology, Manager Shi particularly emphasized that today's highly popular liquid crystal display and OLED mobile phone screen were also "unattainable" technologies. For example, 20 years back, in 2004, the 32-inch LCD was already considered the top large screen, and had a price of up to 20,000 yuan. In 2024, the large LCD screen has risen to the 100-inch level, and the price is around 1.5-35,000 yuan.
"Any technology will go through a development process from high-end to popular, from immature to mature, from high cost to low cost". Micro LEDs are no exception. As a new technology and future star with great advantages in performance characteristics, micro LED will not be too enjoyable in the future, and it will also be the main stage of a new generation of brands in the display industry.
Change and foresight: lead the future in intelligence and image quality upgrading
When talking about Hisense's advantages in micro LED display,Manager Shi said,Ultra-fine pitchLED direct display products,The current market direction is mainly focused on vehicle、Household、Naked-eye3D、Transparent display、Near-eye display,Among them, the scale of the launch mainly includes,LED education and conference all-in-one machine market,LEDThe application form of home giant screen。
However, most of the current "LED all-in-one machine" technology development is still insufficient. The main reason is that most manufacturers have only replaced the concept of the traditional display part, but have not achieved breakthroughs in intelligence, application experience and display core image quality, or lack of in-depth adaptation to specific application scenarios.
Manager Shi believes that in order to truly stimulate the market potential of LED all-in-one machines, it is necessary to fundamentally change the existing product design and functional realization. Hisense's goal is,From every key technology to the overall experience,Comprehensively bring the next generation of "productivity" new tools based on LED display technology。
A deeper understanding of display, an understanding of different customer needs in different scenarios, the accumulation of experience in product research and development in different types of markets, and the technical advantages in image quality processing, signal adaptation, scene fusion, and functional integration for customer services...... These constitute Hisense"Similar in appearance",But "completely different inside"LED all-in-one machine solution,And the core competitiveness of the LED large-screen display product system。
For example,On smart display,Most of the LED all-in-one machine companies in the market do not need Hisense for more than ten years,Measured in units"Product development and application"Accumulation。 Another example,In terms of image quality processing,Hisense has the only domestic display brand8K AIThe R&D and design capabilities and experience of image quality processing chips。 In terms of image quality technology and scene adaptation,Hisense has benchmark display、Experience in R&D and innovation of ultra-high-end differentiated products such as medical displays......
Products with more advanced technology, higher intelligence, and the most suitable for consumer groups: This is not only a breakthrough in display technology, but also the integration of the entire application ecology chain and network-like capabilities. Hisense LED display terminal has significant advantages in this regard.
Hisense's goal is to try to promote the development of the industry into a new cycle through technological reform. Through the promotion of intelligent and standardized high-quality LED direct display products,Hisense not only demonstrates its strength in technological innovation,It also brings users a better visual experience and convenient operation。 At the same time,Hisense is also facing the most cutting-edge technical challenges of micro LED,It is establishing a closed-loop process from self-developed cutting-edge chips to the application ecology of final products,For the manufacture of high-quality standardsLED direct display products,Provide original industrial momentum in lowering the threshold for use。
Invest in Qianzhao Optoelectronics, and reshape the future through the linkage of upstream and downstream core technologies
Micro LED is the king of the future display. Micro LED chips are extremely important strategic materials and battleground in this future display war.
In 2022, Hisense will further deepen its "long chain" layout in the field of Micro LED through a major investment in Qianzhao Optoelectronics. This move is not only of great significance to Hisense's own technological upgrading and market expansion,It also has a profound impact on the technological progress and business model of the entire industry。
Manager Shi expressed, "Micro LED, as one of the options for the ultimate display solution, has been supported by the state, coupled with its potential advantages in the localization of the whole industry chain, the future market prospects are unlimited." ”
As the top upstream enterprise of LED chips in China, Hisense Qianzhao Optoelectronics has a pivotal position in the research and development and production of Micro LED technology. Hisense's investment in Qianzhao Optoelectronics is not only to obtain the supply guarantee of upstream core resources, but also to promote the early breakthrough of technology and cost bottlenecks through this integration. The establishment of a stable and efficient industrial chain from raw silicon crystals to chips to finished products is also the cornerstone of ensuring that the mainland display brand stands tall in the global innovation highland.
In addition to upstream chip R&D and manufacturing, midstream Shanghai Xin has also climbed to the peak. In terms of midstream technology, Hisense tends to promote MIP (Wafer Level Packaging) technology. Due to its high production efficiency and stable performance, MIP technology is regarded as one of the key technologies for large-scale commercialization of Micro LED. In terms of more cutting-edge product design,Hisense focuses onTFT(Thin film transistor)Glass substrate technology。 Manager Shi said,Although the current process level of micro glass substrate needs to be improved,But Hisense has established a special R&D team,Focus on the design and innovation of TFT glass substrate products,Strive to occupy the commanding heights of future technology,When the process matures in the future, it can quickly respond to market demand。
"On a chain, wear the technical pearl of micro LED display!" Manager Shi described Hisense's deep cultivation in the field of Micro LED. As a strategic investment that marks the direction of future industrial development,Micro LED technology gradually breaks through the process of commercialization and mass production,Hisense is confident to lead the market。
Conclusion:Vertically from"Core to end"、Horizontally from"Category to intelligence、And then to application",HisenseLED display industry has been"Densely woven network。 Full technology chain、Full product strength、Full ecological network,On the road of pursuing independent innovation and breakthroughs in core technologies,Hisense micro LED display has laid a solid foundation - the foundation for stabilizing the king of emerging displays in the world。