On February 28, the "Laser TV Standard Release and Laser Display Alliance Establishment" press conference was held in Beijing. At the meeting, the "Laser TV Technical Specification" jointly drafted by Hisense, China Electronics Standardization Institute and China Electronics Chamber of Commerce was officially released. It is the first laser TV product standard in the history of China's color TV industry. The advent of this standard indicates that China's laser TV industry will formally enter the fast track of standardized and healthy development.
Last year, after experiencing the "most stringent" real estate regulation in history, the sharp price increase of LCD panels, and the rapid development of audiovisual-related alternative products such as mobile phones/OTT TV boxes, the overall color TV market performed poorly. Aowei Cloud Network (AVC) push total data show that in 2017, my country's color TV retail sales volume was 47.52 million units, a year-on-year decrease of 6.6%, the largest drop since 2003. However, due to the rebound in average prices, the retail sales of color TV sets 163 billion yuan, maintaining a year-on-year growth of 4.5%. It is also worth considering that the sales of large-size color TVs over 55 inches continue to grow, accounting for more than one-third of the market. The sales of upgraded products such as smart TVs and laser TVs continue to increase, especially laser TVs.
Also from AVC data, in 2017, the total sales of laser TVs in China was 71,000 units. Although from the current market share, laser TVs are relatively niche, but the sales volume increased by 226 compared to 2016. %, the increase rate of laser TV has become the fastest growing category in color TV product technology last year, and the subsequent growth space still excites the industry. It is estimated that in 2018, laser TVs are expected to double the growth rate, reaching 164,000 units, an increase of 116% year-on-year. The development of the laser TV market is showing a trend of "thousands of miles in a single day".
Throughout the development of laser TV, from the official launch of the domestic market in 2013, the birth of the world’s first laser cinema in 2014, the launch of Hisense and Optoma on the market in 2015, and the world’s first 4K laser TV, Nut Smart Cinema, Changhong in 2016 CHIQ Laser Cinema has been released successively, and by 2017, the number of 100-inch laser TV products will increase. Hisense, Changhong, BenQ, Xiaomi, XGIMI, Nuts, Ai Luowei, Guangfeng, Optoma and other companies have joined the laser camp until 2018. Laser TV became the biggest highlight at CES. Laser products such as Hisense, Changhong, Sony, XGIMI, PPTV etc. were unveiled. Laser TV is currently one of the important technical branches of China's color TV industry. Like many emerging categories entering the market, laser TVs are currently facing the coexistence of popularization opportunities and market challenges.
From the perspective of market penetration opportunities:
First, consumption upgrades and user demand surges. Consumption upgrades have penetrated into the TV industry, and mass consumer demand has begun to pursue high-quality black technology, large-size and high-end products. Users have increasingly strong demand for large-screen products above 70 inches, and consumers’ large-screen boundaries are constantly being refreshed, and the large-screen penetration rate Constantly improving, in terms of the average size, the average size of the TV has been increased to 48 inches. Laser TVs have become a large-screen viewing choice in addition to large-size LCD TVs and traditional projectors. In 2017, laser TVs accounted for 42.8% of retail sales in the 80-inch and above market.
Based on the judgment of the ever-increasing needs of users, the future laser TV will also show a blowout growth. AVC's forecast of the laser TV market size shows that by 2020, laser TV sales will reach 451,000 units, a growth rate of 54%, and sales will reach 10.64 billion yuan in the next three years. , Laser TV is growing rapidly.
Second, the technology gradually matures and the application scenarios are diversified. Compared with current LCD TVs, laser TVs have six major advantages, namely, super-large screen, easy to carry, eye health, low energy consumption, high brightness, and economical. It has a higher degree of light emission, color rendering, and light source separation, which is more convenient for users. Quick installation and layout. Moreover, in large-size TV products of 75 inches or more, laser TVs can take into account the ease of installation, eye protection and price balance.
In terms of technology, the domestic laser projection industry has accumulated technology and has a complete independent intellectual property system in the field of laser full-color display technology, especially in key components such as full-core three-color laser, laser display, and complete machine technology. The patent protection has a good foundation for realizing major breakthroughs in industrialization in this field. According to the analysis of the "2018 Laser TV White Paper" just released, the current laser TV technology has matured and is superior to traditional projection equipment in terms of brightness, color, and service life; it is incomparable to LCD TVs in terms of price and viewing experience. Advantage.
In the application field, laser TV can be used in scientific research, military, education (teaching, courseware demonstration), commercial (large size video studio) and home (advanced home entertainment) and other fields. The application scenarios are more diversified and new application fields can be explored. , Has unlimited upside.
Third, multi-party brand support and vigorous promotion. Up to now, in the laser TV camp, there are not only traditional TV brands such as Hisense and Changhong, but also the blessing of Internet brands such as XGIMI and Nuts, as well as the support of projection brands such as Ai Luowei, Optoma, and BenQ. Together, we will continue to promote the development of the laser TV industry.
Take Hisense Laser TV as an example. At present, Hisense Laser TV has covered multiple size segments such as 80 inches, 88 inches, 100 inches, 120 inches and 150 inches. Hisense’s 100-inch 4K L6 laser TV, which won the “Innovative Product†award, has the advantages of high brightness, rich colors, long life, energy saving and environmental protection. The brightness reaches 350nit and the color gamut reaches 116%, which is richer than LCD TVs. In addition, the application of new technologies such as HDR imaging technology greatly enhances the viewing experience.
It is worth mentioning that in the domestic brand pattern of laser TV, the advantages of traditional TV brands are reflected in the strong technical research and development capabilities, wide sales channels and strong consumer market foundations, while the shortcomings are manifested in high prices; the advantages of Internet brands It also lies in the strong promotion ability and low price, which is not due to the relatively weak hardware technology; the advantages of the projection brand are low cost, low price and wide commercial channels, but not due to the small promotion of home use, uneven products and consumer loyalty. Not yet formed. Therefore, the advantages and disadvantages of different brands are both given to consumers different choices.
Fourth, there is no substantial breakthrough in competing products such as OLED and QLED. In addition to laser TVs, the TV industry also has OLED and quantum dot TVs occupying one side. Although the industry has high expectations for them, at present, there is still no substantial breakthrough in their development. Take OLED TV as an example. This is a technical thinking mode that focuses on the technology of a single pixel. A single pixel must not only provide light but also display color but also ensure the life, plus the price of a large-size product of 10,000 yuan. There is still no good balance. This gave the laser TV a chance to emerge and develop rapidly.
Fifth, national policy support. At present, laser display has been included in the national strategic emerging industry development plan. During the 12th Five-Year Plan period, a series of policies to promote the development of laser display industry issued by the State Council, Ministry of Science and Technology, Ministry of Industry and Information Technology, Development and Reform Commission and other departments will help promote the development of my country’s laser display industry. Laid a solid foundation. Support from national policies has all added a pair of armor to the popularization of laser TV.
From the perspective of industry development challenges:
In addition to the popularization opportunity, there are still many problems to be overcome in the development of laser TV in our country. First of all, market standards are not uniform and competition is unfair. The development of any industry will go through a period of vigorous growth at the initial stage. Many promising industries will encounter conditions such as lack of standard product technology and unfair competition among brand manufacturers in the early stages, which will seriously result in abnormal development models. As a result, consumers have a sense of distrust in this category of products.
Laser TV started late in my country and is currently in the early stages of development. There are also phenomena of inconsistent market standards and unfair competition. For example, the concepts of "laser TV" and "laser projection" are not clear, and core technologies such as "brightness" are unclear. There are large differences in indicators, inconsistent unit markings, and price confusion. Based on this, the first domestic "Laser TV Technical Specifications" was released yesterday to promote a more orderly and healthy development of the laser TV market.
According to Dr. Zhang Subing, Director of the Digital TV Standard Compliance Inspection Center of the Ministry of Industry and Information Technology, “Laser TV refers to equipment that uses laser front projection display technology and is equipped with a dedicated projection screen that can receive broadcast TV programs or Internet TV programs.†It is believed that it will be accompanied by "Laser". The "Technical Specifications for Televisions" plays a standard role in the market, and the market competition of laser TVs will be more healthy and orderly.
Secondly, consumer awareness is insufficient and acceptance is not high. At present, laser TV is in the embryonic stage of development as a whole, and consumers have limited awareness of the TV form, and it takes more time to understand, digest and accept. This is also the reason why the sales of laser TV market is not high. However, with the promotion of TV brands and the guidance and publicity of relevant industry professionals, the laser TV market is truly magnified just around the corner.
Not only that, the healthy and comfortable visual experience of laser TV has very little harm to the eyes. Consumers value healthy home appliances very much. Laser TV is facing the pain point; and judging from the current market status of laser TV, it shows the "three highs". "One low" situation, that is, "increased sales, increased sales, increased clarity, and lower prices", especially in the average market price, the threshold of 10,000 yuan machine has been broken, and it is within the range of consumer acceptance, making it easier to be consumed Recognized and favored by the readers.
Finally, the market size is relatively small, and competing products such as OLED are eyeing. Compared with the total sales volume of 48 million TV sets, the market size of laser TVs with annual sales of 71,000 units in 2017 is almost negligible. Moreover, in terms of market share competition, there are OLEDs, quantum dots, artificial intelligence and 8K. Technological categories are eagerly scrambled; in addition, the core components of laser TV products are expensive, the prices are uneven, the noise is large, and the ultra-thinness is difficult to break through. The development of laser TV still has a way to go. But overall, the problems on the road to popularization of laser TV are being overcome one by one.
Entering 2018, the data released by Zhongyikang for the fifth week of 2018 showed that since New Year's Day, the cumulative retail sales of laser TVs has increased by 248.7% year-on-year, and this week has increased by 57.1% month-on-month. It has become the top spot on the New Year's Day and Spring Festival New Year goods market. Special pet. It is foreseeable that 2018 will be the first year of laser TV's popularity, and the trend of "thousands of miles in a day" will continue.
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