Big color TV is worth a lot. For example, LeTV just released a 120-inch LCD TV, the price is actually up to 499,000 yuan. Even if it is a lot cheaper Hisense laser cinema TV, a full set of 50,000 yuan. This is undoubtedly an astronomical price for the current market, with only three thousand mainstream flats. So, why do color TV companies "obstinately believe in it?"
Hisense: Subdivided product demand, in fact, "big" market
LeTV Jia always said that the 120-inch LCD TV "is only for life winners and business use." The potential implication is that not all consumers and applications require such products.
So how much does the domestic demand for 100-inch up and down display equipment each year? If measured by the sales volume of traditional product projectors to achieve this display, this figure should be 2.1 million units in 2014. Even with a combination of 70- and 80-inch LCD TVs, laser TVs, and pico-projectors, this figure exceeded 3 million in 2014. Compared to the scale of home TVs exceeding 45 million units per year, the market with large screen sizes is not "big."
However, another research data can give the opposite conclusion: In 2014, the sales of LCD TVs above 70 inches increased by 10 times; the growth volume of micro-projection and home projector market also reached a new high. In the first half of this year, the sales volume of laser television reached 10 times that of the same period of last year, and sales of large-size LCDs continued to grow rapidly. In other words, the growth of “big†size display devices represented by household products and emerging technology products is unusual, even the largest “potential space†in the entire display industry.
In fact, more than 93% of 100-inch upper and lower display devices were used in commercial and engineering displays in 2014 and before. It is precisely the home market that supports the entire display market. It has not been able to become the main position of "super-sized" display equipment - it is a structural contradiction. If this unbalanced structure can be equalized, then the demand for a 100-inch super-sized display device in the home sector may be a million or even a million-level concept.
Hisense believes that there are two main core reasons why the demand for home-grown display-based ultra-large-size TVs has not been tapped: First, prices, such as LeTV's 120-inch LCD, which is a price tag of 499,000 yuan, are obviously not really able to shake large sizes. Mass market for television. The second is the effect, put aside the sky-high price of LCD, then the traditional choice of home large-size TV is the projector. The traditional projector's poor display under the light conditions makes it impossible to use it as a "television" element.
"There is no good, affordable product that truly meets consumer demand. Why does it come to the family's big screen spring?" Formal prices and performance have become the real reason for hindering the "legendary" super-large display of the home market.
LCD is "big" and it turns out that "big" is the king
LeTV introduced a 120-inch LCD TV. And just 10 years ago, the largest size TV made by LCD technology in 2015 was only 45 inches. However, Sharp's "small-screen" TV also costs 450,000 yuan. Now, the average price of LCD TVs of the same size and performance is only 2,500 yuan.
In a certain sense, the history of flat-panel televisions and even the entire human display technology is the constant pursuit of large-scale high-performance display devices. In the process, people invented the cinema. The core charm of the cinema is just the word "big." The 22-meter space of the IMAX giant screen can create audio-visual effects that cannot be matched by ordinary televisions. The same reasoning is that the display effect that a 100-inch giant screen TV can create is comparable to that of a 40-inch LCD TV.
Especially at present, under the background of the proliferation of multimedia devices, the core value of color TV needs to highlight the concept of “bigâ€.
On the one hand, mobile phones, tablet PCs, and PCs have become the most commonly used multimedia and information ingest devices, and the value of television information and media terminals has been diluted. There is even data that shows that the viewing frequency and cumulative value of television viewers in first-tier cities have been reduced by more than half.
On the other hand, television products are also repositioning their own value: from the only multimedia and information terminals to differentiated terminals. Compared with mobile phones, tablets, PCs and other devices, the core feature of TV products is the "big" screen. In fact, although high-definition video content abounds at present, only large-sized color TVs can truly demonstrate the differentiation of this high-definition media.
Hisense believes that the display effect and experience advantage based on large-size display are the core values ​​of color TV in many generalized media terminals. This is why why Hisense is the first to seriously lead the 100-inch class of laser TVs in the global color TV circle.
The more people reduce the number and time of watching TV, the more they pay attention to the effect of a particular viewing. This makes the big picture an inevitable demand after the time for watching TV has been reduced. Because if you look at your mobile phone as a necessary value, watching TV should be 'enjoying' value. The big picture is the core of this value of enjoyment. Therefore, it can be seen that the sales volume of LCDs over 70 inches in 2013 has increased by more than 10 times in 2014.
Seize the opportunity of upgrading the fourth TV technology and open the door to “bigâ€
LeTV has always been the champion of large-size color TV: 60 inches in 2013, 70 inches in 2014, and now 120 inches. LeTV constantly refreshes its upper limit of super TV, and has achieved a good market efficiency.
However, Hisense's thinking is somewhat different. Hisense believes that the color TV market has reached the critical period of the fourth technological revolution from black-and-white television, color television, flat-panel TVs, to current Hisense's laser cinema TV. The key role of this market technology replacement is laser display.
Because laser display is the only large-scale display device that can be mature and economical to provide more than 100 inches of “television†experience in home and business environment applications. Laser TV display technology features high contrast, high color effects, high response speed, high reliability, high ambient light display, and low cost. These advantages and features make laser televisions capable of performing the task of popularizing 100-inch home TVs.
Hisense said that next April will be a key node. Hisense will launch a series of new laser television products before this, to achieve serialization and diversification of the product line, and make new breakthroughs in the key purchase needs including brightness performance and price. Laser-based home theater has become a core strategy of Hisense. The industry believes that only 5% of the 45 percent of the 45 million color TV market in the high-end market need to cut 1-2% of the large-size demand for laser products, and laser television can create another 10 billion-level color TV industry independent growth point.
Hisense: Subdivided product demand, in fact, "big" market
LeTV Jia always said that the 120-inch LCD TV "is only for life winners and business use." The potential implication is that not all consumers and applications require such products.
So how much does the domestic demand for 100-inch up and down display equipment each year? If measured by the sales volume of traditional product projectors to achieve this display, this figure should be 2.1 million units in 2014. Even with a combination of 70- and 80-inch LCD TVs, laser TVs, and pico-projectors, this figure exceeded 3 million in 2014. Compared to the scale of home TVs exceeding 45 million units per year, the market with large screen sizes is not "big."
However, another research data can give the opposite conclusion: In 2014, the sales of LCD TVs above 70 inches increased by 10 times; the growth volume of micro-projection and home projector market also reached a new high. In the first half of this year, the sales volume of laser television reached 10 times that of the same period of last year, and sales of large-size LCDs continued to grow rapidly. In other words, the growth of “big†size display devices represented by household products and emerging technology products is unusual, even the largest “potential space†in the entire display industry.
In fact, more than 93% of 100-inch upper and lower display devices were used in commercial and engineering displays in 2014 and before. It is precisely the home market that supports the entire display market. It has not been able to become the main position of "super-sized" display equipment - it is a structural contradiction. If this unbalanced structure can be equalized, then the demand for a 100-inch super-sized display device in the home sector may be a million or even a million-level concept.
Hisense believes that there are two main core reasons why the demand for home-grown display-based ultra-large-size TVs has not been tapped: First, prices, such as LeTV's 120-inch LCD, which is a price tag of 499,000 yuan, are obviously not really able to shake large sizes. Mass market for television. The second is the effect, put aside the sky-high price of LCD, then the traditional choice of home large-size TV is the projector. The traditional projector's poor display under the light conditions makes it impossible to use it as a "television" element.
"There is no good, affordable product that truly meets consumer demand. Why does it come to the family's big screen spring?" Formal prices and performance have become the real reason for hindering the "legendary" super-large display of the home market.
LCD is "big" and it turns out that "big" is the king
LeTV introduced a 120-inch LCD TV. And just 10 years ago, the largest size TV made by LCD technology in 2015 was only 45 inches. However, Sharp's "small-screen" TV also costs 450,000 yuan. Now, the average price of LCD TVs of the same size and performance is only 2,500 yuan.
In a certain sense, the history of flat-panel televisions and even the entire human display technology is the constant pursuit of large-scale high-performance display devices. In the process, people invented the cinema. The core charm of the cinema is just the word "big." The 22-meter space of the IMAX giant screen can create audio-visual effects that cannot be matched by ordinary televisions. The same reasoning is that the display effect that a 100-inch giant screen TV can create is comparable to that of a 40-inch LCD TV.
Especially at present, under the background of the proliferation of multimedia devices, the core value of color TV needs to highlight the concept of “bigâ€.
On the one hand, mobile phones, tablet PCs, and PCs have become the most commonly used multimedia and information ingest devices, and the value of television information and media terminals has been diluted. There is even data that shows that the viewing frequency and cumulative value of television viewers in first-tier cities have been reduced by more than half.
On the other hand, television products are also repositioning their own value: from the only multimedia and information terminals to differentiated terminals. Compared with mobile phones, tablets, PCs and other devices, the core feature of TV products is the "big" screen. In fact, although high-definition video content abounds at present, only large-sized color TVs can truly demonstrate the differentiation of this high-definition media.
Hisense believes that the display effect and experience advantage based on large-size display are the core values ​​of color TV in many generalized media terminals. This is why why Hisense is the first to seriously lead the 100-inch class of laser TVs in the global color TV circle.
The more people reduce the number and time of watching TV, the more they pay attention to the effect of a particular viewing. This makes the big picture an inevitable demand after the time for watching TV has been reduced. Because if you look at your mobile phone as a necessary value, watching TV should be 'enjoying' value. The big picture is the core of this value of enjoyment. Therefore, it can be seen that the sales volume of LCDs over 70 inches in 2013 has increased by more than 10 times in 2014.
Seize the opportunity of upgrading the fourth TV technology and open the door to “bigâ€
LeTV has always been the champion of large-size color TV: 60 inches in 2013, 70 inches in 2014, and now 120 inches. LeTV constantly refreshes its upper limit of super TV, and has achieved a good market efficiency.
However, Hisense's thinking is somewhat different. Hisense believes that the color TV market has reached the critical period of the fourth technological revolution from black-and-white television, color television, flat-panel TVs, to current Hisense's laser cinema TV. The key role of this market technology replacement is laser display.
Because laser display is the only large-scale display device that can be mature and economical to provide more than 100 inches of “television†experience in home and business environment applications. Laser TV display technology features high contrast, high color effects, high response speed, high reliability, high ambient light display, and low cost. These advantages and features make laser televisions capable of performing the task of popularizing 100-inch home TVs.
Hisense said that next April will be a key node. Hisense will launch a series of new laser television products before this, to achieve serialization and diversification of the product line, and make new breakthroughs in the key purchase needs including brightness performance and price. Laser-based home theater has become a core strategy of Hisense. The industry believes that only 5% of the 45 percent of the 45 million color TV market in the high-end market need to cut 1-2% of the large-size demand for laser products, and laser television can create another 10 billion-level color TV industry independent growth point.
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