Laser TV now has a place in the big-screen TV market with cost advantages. However, with the development of society and the advancement of technology, other TV industries have risen. In the near future, if OLED panels can achieve printing production technology, then the status of laser TVs will be How to change? Can its cost become a survival advantage?
In 2005, Sony invested in a huge laser theater with a 500-square-meter giant screen at the Aichi Expo. After ten years of development, laser television has been hailed as the fourth-generation display technology that surpasses CRT, LCD and LED TV. With a large screen, it may be the best choice for future consumers in the large living room.
Data shows that in the next five years, the compound annual growth rate of large-screen televisions with 85-inch and above will be 110%. Behind the rapidly growing data, how can laser TV companies ensure product quality while ensuring sales, and how competitive is laser TV in the face of OLED TV and other product competitions?
Low cost makes laser TV a big screen "overlord"
On December 18th, Hisense organized a laser television gold medal designer signing event in Guangzhou, and demonstrated its 100-inch 4K laser television in July this year. According to the reporter, the principle of laser television is similar to that of a projector. Compared with traditional LCD TVs, its advantage lies in allowing consumers to realize the viewing experience of large screens at a lower price.
Hisense's newly introduced laser televisions include screens, mainframes, and stereos. The role of the screens is similar to that of the screens. Not only does it require no power supply, it also resists ambient light interference without any power consumption. The reporter experienced the experience and found that compared with the shortcomings of laser television that could only be used in a dark environment, Hisense's laser television can also see clear images in a bright environment.
According to home appliance industry observer Liu Bucheng, the laser TV launched by Hisense is the world’s first ultra-short-focus 4K laser TV with DLP solution, because its imaging principle is similar to that of a cinema, so the effect of watching with a large screen will be even more shocking. Compared with LCD TVs, laser TVs are more cost-effective in the large-screen market.
The reporter learned from Jingdong and other e-commerce platforms that the current price of 88-inch LCD TVs is about 100,000 yuan, and 100 inches is as high as 400,000 yuan. The 88-inch laser television announced by Hisense sells for less than 50,000 yuan and 100-inch products are within 80,000 yuan. Not only that, it is expected that the market price of laser TV will be less than 20,000 yuan in two years.
For laser television, the change in the size of the large screen is only the increase or decrease of the screen. From the perspective of raw materials, this has little effect on the cost. If the screen of LCD TVs is increased by one inch, manufacturers will have to develop a new production line, and the cost of input will be calculated in billions. Whether it is LCD TVs or upgraded OLEDs, they can't escape the fate of the bigger screens and higher costs.
Domestic color TV manufacturers began to lay out laser TVs In fact, Hisense began focusing on research and development of laser television as early as ten years ago. According to data from China Yikang Research, from 2016 to 2020, the compound annual growth rate of large-screen TVs with 85-inch and above is 110%, and the market for large-screen TVs is about to explode rapidly.
Not only Hisense, Changhong, Konka, TCL and other domestic traditional color TV brands have joined or intend to deploy laser television. It is understood that the core technology of laser television lies in the design of the optical engine, and Hisense has already mastered the 4K optical engine. Therefore, many domestic manufacturers have expressed their willingness to cooperate with Hisense.
It is understood that on November 30, Hisense and TCL signed a cooperation agreement on the same day, TCL proposed to use its China Optoelectronics LCD panel production technology exchange Hisense's optical engine technology. At present, both parties are still in the assessment stage. If the assessment is passed, the TCL will be added to the army of laser television. "For TV manufacturers, the next step, they may use laser television to seize the big-screen market, with OLED or ULED into the middle and small screen market."
On December 21st, Changhong High-profile launched a laser theater product, and at the same time released a "big screen economy" strategy. "We are basically in a multi-line layout. We push laser theaters and also do OLED TVs. The company has the potential technology direction for future TVs. reserve". At the same time, it also stated that Changhong's push for laser theaters is mainly based on two considerations: First, Changhong has more than ten years of technical reserves in the field; secondly, it is optimistic that soon will come not only in the TV field. Big screen economy." At present, Changhong has launched home laser theaters, laser education projectors, laser business projectors and laser engineering projection products and other products.
Viewpoint Manufacturers must use television standards to produce projection equipment It is understood that in January next year, Hisense will launch a prototype of a bi-color light source and is expected to achieve mass production in the second half of the year. The development of dual-color light source technology will enable the display technology of laser television to surpass the LCD screen completely. In addition, the lifetime of the light source module in the optical engine will reach more than 25,000 hours.
However, there is still a big gap between the requirements for the maturity and quality of laser television products and LCD TV products. Last year, the global market for LCD TVs was 230 million units, while the projectors were only 8 million units. The gap between the production scale of the traditional projection industry and television is obvious.
The technology of laser television is based on projection technology. If a company's laser TVs are to stand up, they must use television standards to manufacture and test projection equipment. "At present, Hisense's laser research and development center includes temperature test, humidity test, drop test, transport test, impact test, etc., and it is in accordance with the ultra-high standards of television to test whether the projection equipment of laser television is qualified, thereby improving the quality and reliability. To the level of television.
According to household appliance industry observer Liu Buchen, in the short term, laser televisions can gain a place in the large-screen TV market by virtue of their cost advantage. With the rise of other television industries, by 2020, if OLED panels can achieve the printing production technology, lasers. The cost advantage of television will be difficult to maintain. Laser TV constantly improves the picture quality, and its cost is based on the overload of the optical engine. Therefore, in his view, the key to laser TV's desire to compete with OLED is to enhance the core competitiveness of the product.
The sales price of the product terminal does not fall. It is difficult to expand the audience. "Laser and television have inherent advantages in the large-screen field, the viewing experience is good, and the technical level is also very mature, but the high price has become a barrier to the industry's popularity," according to industry sources, Changhong The price of the products introduced this time is as high as 49,999 yuan, and the price of Hisense's similar products is as high as 69,999 yuan. "If laser TVs reduce the terminal price to less than 20,000 yuan, it is possible to win tens of thousands of home users, or the audience The face is very narrow."
At present, which groups of people will become the main consumers of laser television? The reporter learned that, as far as Guangzhou is concerned, the market space for laser TVs is mainly distributed in villas and large flat floor units in Guangzhou and its surrounding areas. Due to the large size of the living room in this type of house, the occupant's requirements for the size of the television screen will increase accordingly.
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