The color TV industry, which has passed the stressful and anxious winter, is still far from satisfactory.
According to data, in the third quarter of 2018, the cumulative sales volume of China's color TV market was 10.409 million units, a slight decrease from last year's 10.412 million units. The third-quarter sales were 30.3 billion yuan, a year-on-year decrease of 5.4 billion yuan.
The overall market is still sluggish, and the color TV industry is still in the bottom stage.
But the situation is not terribly bad. Although the overall market has not improved significantly, the contrarian growth of large-size laser TVs in the sub-category is somewhat consoling.
According to the total data of the color TV market in the first three quarters of this year released by Zhongyikang, large-screen products represented by 65-inch, 75-inch, and 80-inch have achieved substantial growth. The sales of laser TVs have increased by more than 4 times. Among them, Hisense has become The leading brand leading the explosive growth of the large-screen market.
In addition, in the first three quarters of this year, the retail volume of Hisense laser TVs increased by 434.41% year-on-year, and the sales share in the 80-inch and above large-screen market reached 55.77%; the retail volume of Hisense 65-inch ULED TVs increased year-on-year. An increase of 47.34%. At the same time, Hisense TV’s retail sales share reached 19.02%, widening the gap with the second place to 4.24%.
When the industry collectively fell into the difficulty of low volume, the industry began to seek a way to break the situation. Relying on the traditional low-price volume strategy is obviously no longer effective, not only losing money, but also difficult to earn "yelling".
Does this indicate that the color TV industry has reached a dead end?
The rise and fall of the industry should not be simply divided into death or rebirth. It is actually a process of continuous iteration and upgrading. This problem should be viewed concretely. When the industry is concrete, it represents a certain product or service. It is the rhythm that an industry should have to transform, upgrade, and improve on the basis, and it must also be such a growth process.
Just as logistics is to the freight industry, online car-hailing is to the taxi industry, and smart phones are to feature phones.
Any inventions, creations, and academic research are derived from the original foundation. What is needed is the accumulation of technology over time. It is by no means a castle in the air without a foundation and imagination.
Then, the large-screen laser TV, which has been trending well this year and has been bullish all the way, has also followed this development law and obtained such a generous market return.
Therefore, the large-size laser technology highly praised by Hisense can also win the battle with OLED and quantum dots in the display technology. At the same time, this result seems to imply that the entire industry should be technically oriented in the right direction.
Only continuous innovation can control the market rhythm
On May 17 this year, Hisense’s 80L5 series 4K laser TVs are equipped with Hisense’s new light source technology, which increases the light source efficiency by 30% and reduces the power consumption of the whole machine by 20%. The viewing brightness of the L5 series laser TV is increased by 25% to 400nit, and it is more resistant to ambient light. Coupled with HDR technology, it has completely entered the ranks of today's high-end color TV market.
In addition, Hisense L5 laser TV is also equipped with a fully upgraded VIDAA AI artificial intelligence TV system, which realizes powerful full-scene voice and full-scene image search functions, and fully opens up the user's life circle.
The "full scene voice" function supports six consecutive rounds of man-machine dialogue, and supports hundreds of smart scene services such as ordering takeaways, booking air tickets, translation, and querying World Cup match information. The advantage of "Full Scene Image Search" is outstanding. It takes only 0.1 second to accurately take screenshots. The high-definition pictures captured by one-click can be shared to Moments to realize the function of recording wonderful moments.
In terms of sound design, the Hisense L5 laser TV adopts a sound system design embedded in the main body of the mainframe. The front sound design is arranged symmetrically. It does not need to connect external speakers through complicated connections to create good sound in all directions.
The L5 series adopts an innovative design scheme, the body is exquisite, compact, light and flexible. The overall use of silver and black stitching color, concise and atmospheric, reveals a fashionable atmosphere in the high-end. The front face adopts high-end imported audio mesh cloth, which perfectly blends with the black body of the fuselage while ensuring good sound effects, highlighting high-end quality.
The screen of this product adopts a Fresnel bionic screen, which effectively shields the interference of ambient light. The best viewing distance of an 80-inch laser TV is 3 meters, which is equal to the viewing distance of a 55-65-inch LCD TV, which can highlight the shock of the laser TV. The differentiated advantages of, authenticity and eye protection.
The 80-inch laser TV 80L5, launched in May of this year, with a price of less than 20,000 yuan, detonated the laser TV market in one fell swoop. The product has been ranked in the top ten of the best-selling products for 10 weeks in the 15 weeks of its launch. The hot sales of 80L5 has changed the market structure of large-screen TVs and has become the first-choice product in the current large-screen market.
According to statistics from Zhongyikang, since 2004, Hisense TV has ranked first in China’s color TV market for 14 consecutive years. According to statistics for the second quarter of 2018 released by the international research organization IHS, Hisense TV’s global market share The 4K high-end color TV market ranks among the top three, with an average size of 47.2 inches, ranking first in the world.
Although it will take time for the color TV industry to recover as a whole, Hisense will undoubtedly bring a glimmer of light before the dawn of the industry by virtue of his expertise in large-size laser TV technology and content filling and rich market feedback.
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