Who says television has no chance? 2015 4K universal potential
On December 17, the China electronic Chamber of Commerce (CECC), China electronics Standardization Institute (CESI) co-hosted “2014 (tenth session) China flat panel TV industry conference” held in Beijing. Flat-panel TV consumption situation in China will be published on the 2014 and 2015 forecast report and the third 4K of ultra high definition television products comprehensive performance testing two authoritative reports.
Flat-panel TV consumption situation in China the 2014 and 2015 forecast report in 2014, China’s color TV market narrowed the overall demand, falling sales. Despite, second half of TV sales more half has picked up, but still cannot reverse industry first now negative of “trapped Council”. According to China electronic Chamber of Commerce consumption electronic products Survey Office research data analysis, 2014 second half of flat TV retail volume about for 22 million Taiwan, annual sales 42 million Taiwan, compared with declined 6.7%. is expected to 2015 China flat TV market needs will continues to maintained in 42 million Taiwan around, recently years whole TV market has entered adjustment period.
China electronic Chamber of Commerce Deputy Secretary-General, and with name appliances expert Lu Renbo pointed out that, current, TV manufacturing enterprise not only to face national macroeconomic growth slowed, and “Hou policy era” consumption needs insufficient, from external economic environment of pressure, while, products with mass of, and industry chain each links cost constantly higher, and core technology discourse right insufficient, and products life cycle shortened and industry itself transformation upgrade of lag, problem, also prompted TV industry of competition steering stock market.
But in the long term, short-term market volatility and cyclical rise and fall is in line with the principles of sustainable development of economy and society. And, along with construction of new towns and the category IV home appliances replacement needs of the market, future flat-panel TV market will also be incremental space. Domestic flat-panel TV industry under the impact of new technologies, will usher in a product category upgrade, home appliances online shopping speed key nodes.
A decade change road plate competition accelerated product categories diversified
The fastest technological changes over the past decade, the field of home appliances the most cruel of the flat panel TV industry, officially ushered in a cyclical adjustment period in 2014. Reviewed ten years of development, the flat-panel TV market not only show multiple geometric growth, expanding from 2 million units in 2005 to 2013 peak of 45 million units, at the same time, TV appearance, weight, size, onscreen technologies, features great changes have taken place.
Especially in terms of display technology, with flat-screen TV average demand of dahua, display technologies from HD HD (720P), FHD full HD (1080P) upgrades all the way to today’s 4K ultra-HD (2160P) and 8K ultra HD (4320P), and HDMI digital audio/video interface, digital audio and video encoding and decoding breakthrough technologies such as application. Zhao Xinhua, said Vice President of China electronics Standardization Institute, since 2014 the Chinese and foreign TV firms are seeking differentiation in the new display technology innovation, laser surface, OLED, large screen theater, new display technologies such as quantum dots both product categories diversified competition gradually.
At this stage, screen thin, Bendable, without backlight comes from light and other advantages of OLED TV technology is still in its core panel Panel supplier, LG Display in the upper hand. Because the LG as the core, Skyworth, KONKA, CHANGHONG and other domestic color TV brands follow the OLED product layout. Laser products coming out of the theater, not only can save screen cost effectively, and in limited space and viewing distance, realizes super size, high quality, eye protection and energy saving technology breakthroughs. Melody intelligent laser living room theater system Q1M, Hisense, CHANGHONG’s CHiQ laser TV VIDAA MAX 100 inch laser cinema are the leading representatives of this area.
In addition, with relatively low costs to deliver a higher-quality image of quantum dot TV, mainstream foreign TV manufacturers are actively plotting r and became another strong competitiveness of the upstart TV next year. It is reported that Samsung and Sony are planning to introduce QD LCD TV products. LG Electronics also has been actively collaborating with QD Vision develop quantum-dot backlighting technology. While the TCL color TV enterprises in China has already released by TV Q55H9700 TV+ quantum dots quantum dots display technology, became the world’s first quantum dot television brand. Addition to terminal manufacturers, China huaxing optoelectronics, jingdongfang and other local panel makers have also announced that quantum-dot backlighting technology products for volume production. 2015 new tablet will gradually replace traditional TV LED TV category, as consumer markets team.
4 k into normal display performance upgrade-led industry chain
Despite the emergence of new screen technologies to speed up flat-panel TV category diversified, but the degree of commercialization of the new category of television products are not high. In contrast, the 4K ultra high definition TV already after 2 years of development, which both increased their market share and penetration rates, growth is strong. According to incomplete statistics, the current domestic flat-panel TV market, sharp, Samsung, LG, Hisense, TCL, Skyworth, KONKA, CHANGHONG, Leroy, Sony, Lenovo, Toshiba, represented about 81 series of mainstream TV brands, more than 220 4K ultra high definition TV for sale, estimate year 2014 4K Super HD sold about 8 million units, overall proportion is close to 20%.
Ahead of this meeting, China electronic Chamber of Commerce with China electronics Standardization Institute, has not adopted the code for ultra-HD display technology 4K ultra high definition television products to carry out the third round evaluation certification this year. Statistics show that so far has accumulated 89 products through 4K certification test. In addition, rising ultra HD displays based on the level of, LG, Samsung, this year represented by Hisense, Skyworth color TV giant works to combine 4K technology and other novel display technologies, subdivision 4K UHD television OLED TVs, surfaces, innovative multiple-partition independent ULED TV backlight control and 4 color GLED TV 4K+ screen TV category.
China electronic Chamber of Commerce Deputy Secretary, famous home appliance land edge, experts say, although the current ecological construction has yet to fully ground 4K, 4K product for the performance upgrades and innovation, will accelerate the development of 4K industry chain another link. At present, not only the traditional color TV manufacturers to intensify their development 4K industrial chain layout, music video, millet represented the Internet company, represented by actor friend Pollock, content providers, and Gehua cable broadcast television networks, also in the 4K source of the film shooting and editing, decoding the signal transmission, source, contents and other links and actively building. Is expected in the industrial chain under the background of building further improved, markets become more mature, 2015 4K TV will enter the year of the healthy and normal development, consumption accounted for more than 4K products is expected to reach 40%.
Personality features of the Internet era of TV platform to enlarge
In design and display technology based on the penetration of the Internet, is redefining TV product attributes and roles in the household. 2014, the TV new and powerful cross-border development, color TV market the low ebbs, many are “TV will be dead” false sang “Elegy.” law actually ignored the product life cycle development, and television is closer to modern technology in digital consumer electronics industry properties.
China electronic Chamber of Commerce Deputy Secretary-General, appliances expert Lu Renbo said that the rise of the Internet, is promoting the TV from the “pure end product” into a set of “information, application, monitoring and data”, such as an interactive platform, or access platforms. At present, firms have been on television this “interaction platform” for personalization features to expand and extend to meet more subdivided user’s individual requirements.
In 2014, the personalized TV product development presented in two main areas:
First, some TV manufacturers through software and hardware upgrades and innovation, accelerate smart TV in the multi-screen connection, many household appliance terminal communication, human-computer interaction on the way to bring about change. Hisense VIDAA2 TV highlights aggregation and social networking features, because “completely throw away the remote control” and achieve “full phone handling, live category” CHiQ CHANGHONG TV with 14 processors and custom cool open systems of Skyworth “geek Internet TV“.
Second, as Internet TV controls more stringent, exploration enterprises on the one hand without touching the regulation for “minefield” case, how to gather more video resources, poised to break new ground on the other, are applied through other content development, optimization and customization, extending outside the game, shopping, TV, education, micro-letter subdivision features. Tencent Releases the TV games television such as KONKA in hand; TCL TV+ television segments on the basis of the game, micro-letter personalized labels to launch global TV cinema and so on.
Since then, the value of television product is the ultimate audio experience based on individual needs met.
Electric speed online shopping channels broken appliances traditional “values”
Internet has changed the traditional television product, also changing household appliance traditional sales channels. In appliances market full “net” of background Xia, 2014, to Beijing East for representative of professional electric commercial in logistics, and distribution, and installation, and sale Hou, links for has series service optimization; suning, and GOME two big traditional retail giant also further perfect line on-line Xia of full channel layout; traditional appliances manufacturing enterprise is through since built network purchased channel, or and professional electric commercial launched online child brand, and personalized custom products, strategy cooperation promoted line Shang market of ecological construction. COOCAA TV, Oboni, KKTV online brands, such as layers, Hisense, Skyworth, Samsung and other personalized products sales.
Third-party research data show that 2014 1 October, TV online sales volume reached 5.73 million units, an increase of 77%, accounting for overall sales up 16% TV. with the rapid expansion of the home appliance business State, ice fire appliances online and offline sales days of differentiation trend becomes apparent. Expected in 2015, the flat screen TVs online market share will reach 20%.
Online shopping patterns established first brought traditional channels of impact, is now due to the distribution system and the formation of “level system”, “regional price differences” being replaced by e-commerce pricing system. Online price lower than offline, online prices the national convergence. Jing dong household electrical appliances cause Black Sun Zhitao, General Manager of the Department pointed out that, along with the e-commerce platform “logistics systems” construction and improvement, broken appliances power purchase channel experience, price, vendor relationships, such as the traditional “values”.
First, network purchased platform covered regional will continued expanded, to needs more of category IV even more wide range Xia exploration, while based on “distribution efficiency”, and purchased experience and shopping habits, problem, appliances channel will into “speed” of race, future line on-line Xia is bound to to “fusion”. Second, with line Shang price system more specification, and manufacturers strict put products quality, normal consumption on price and brand of considerations will tends to rational. Finally, power purchase “price, cost, product, innovative marketing” advantage, with offline channels in “stock of high-end products, consumer experience and after-sales service” to combine the advantages of, and will encourage traditional home appliances manufacturing enterprises and e-commerce cooperation up to a new height.