On January 11, local time in the United States, the International Consumer Electronics Show (CES) opened online, and well-known color TV manufacturers at home and abroad participated in the event through screens.

In recent years, the color TV market has been sluggish. Competition in the stock market has caused price wars to become popular. Last year, it was affected by the epidemic. The continuous emergence of new Display technologies and products did not allow color TV manufacturers to survive the cold winter. From the perspective of industry insiders, the new technologies displayed by various manufacturers at CES this year are only based on the upgrade of previous technologies, and have not really hit the pain points of consumers. It is still difficult for the color TV industry to recover.

New technology emerges

Since its establishment in 1967, CES has become a window for major Electronic product companies in the world to release product information, display high-tech levels and advocate future lifestyles. However, due to the impact of the epidemic, this year can only be held in the form of online exhibitions.

As the focus of CES every year, many new technologies have emerged in the color TV industry this year. For example, according to Yu Zhitao, president of Hisense Video Technology, Hisense will launch the ULED U7 series of customized TVs for the 60th anniversary of the European Cup, which has achieved 144HZ high refresh and XDR extremely high dynamic range that has never been achieved in any TV.

The goal of XDR is to increase the latitude of the TV system from 100,000:1 of HDR by an order of magnitude to 1,000,000:1, reaching the limit of the dynamic range of luminance for the human eye, which has far exceeded the concept of HDR.

Regarding further planning, a reporter from Beijing Business Daily also interviewed Hisense. Yu Zhitao said that in the future, Hisense will also launch a commercial laser TV solution of more than 10,000 lumens, and mass-produce curly screen laser TVs.

TCL brought its latest printed OLED scroll screen, AMOLED cloud scroll screen products, QLED TV, MiniLED TV, etc.

TCL’s AMOLED cloud roll screen products are currently being developed in cooperation with domestic and foreign terminal manufacturers. The main advantage is that the thickness of the body can be controlled to about 10mm, and the printed OLED roll screen products will be applied to flat panels, TVs and other products in the future. Mass production will be achieved around 2024, which has certain advantages over traditional OLEDs in terms of cost and large-scale production.

Samsung officially launched Neo QLED and MICRO LED two TVs. Samsung’s flagship 8K and 4K models introduced Neo QLED, a new display technology, the core of which is to use quantum matrix technology and Neo quantum processor to precisely control quantum MiniLED light sources.

LG Display has announced a 55-inch transparent OLED TV. It is reported that the transparency of this transparent OLED TV has reached 40%, which has been greatly improved compared with the 10% transparency in previous years.

Market continues to slump

However, although manufacturers are very active in launching new products, the growth rate of the color TV industry has slowed down or even declined due to the saturated market. When a reporter from Beijing Business Daily visited the home appliance store, he saw that there were almost no consumers in the color TV area.

According to the total data pushed by Aowei Cloud (AVC), in 2019, the retail volume of China’s color TV market was 47.72 million units, a year-on-year decrease of 2%; the retail sales was 134 billion yuan, a year-on-year decrease of 11.2%; the industry average price was 2809 yuan, It fell 9.4% year-on-year, the lowest in a decade.

Last year, the “Summary of the Development of China’s Color TV Industry in the Third Quarter of 2020” released by AVC (AVC) showed that the sales volume of China’s color TV market in the third quarter was 9.9 million units, a year-on-year decrease of 6.4%; sales were 26.1 billion yuan, a year-on-year decrease of 7.4%. %.

“Actually, the color TV market has not been in the doldrums for a year or two. Before that, it was because the market was saturated, and every household had them. Except for new ones, no new purchasing power was formed. In addition, tablet computers and mobile phones also eroded part of the color TV market to a certain extent. Last year, because of the epidemic, consumers’ purchasing power declined, and color TV sales were even more difficult.” said Hong Shibin, an industry observer.

What is even more sad is that due to the impact of the epidemic, the supply of large-screen panels is in short supply, and the price has risen. Color TV manufacturers have to adjust the price of the machine, and some consumers are even more unable to buy.

According to information disclosed by home appliance manufacturers and distributors, color TVs have experienced multiple rounds of price increases since the second half of last year. An owner of the Zexi Electric Appliances Store in Shangqiu, Henan told a reporter from Beijing Business Daily, “Basically every brand is increasing its prices, and overall, color TVs have risen the most. Skyworth TV has risen by four or five since the beginning of September last year. Second, TV is still rising this month, and the price increase is between 5% and 15%.”

Technological innovation is the key

Nonetheless, new entrants are still pouring in. In addition to Xiaomi, which has long been involved in the TV field, and Huawei and Honor, which entered last year, OPPO has also entered the Red Sea.

“At present, many so-called new technologies are the re-upgrades of technologies that have been introduced before, and do not have subversive replacement value, so they are helpful in promoting the structural upgrade of the color TV industry and consumption, but we cannot expect it to directly drive the The overall recovery of the market.” Major General Ding, a Sankei observer, believes that promoting structural adjustment in the direction of high-end large screens is also of positive significance for the color TV industry. The competitive environment of low prices and low quality can thus be improved. Color TVs The industry will gradually return to the track of sound development.

So, when will the color TV market really recover?

Hong Shibin pointed out that it is difficult for the color TV market to get out of the downturn. First, it is affected by the cooling of the real estate market. Second, there is no real innovative technology in the color TV industry. This innovative technology should be truly intelligent, just like the mobile phone from the original. The transformation from functional phones to smart phones is the same, but at this stage, although manufacturers like to call their products “Internet TV” and “smart TV”, they do not really realize intelligence. “Many people regard TV as the entrance to the home terminal. In fact, the current TV is still limited to a light and shadow effect. Although a network cable is connected and the content is rich, the real value of the Internet of Things has not been brought into play.”

In his opinion, in order to get the color TV market out of the cold winter, only by deeply cultivating this technology and using the color TV as a port in three screens (color TV, computer, mobile phone) and a port of a home terminal can its value be reflected and possible. To get out of the cold winter, in addition to exploring other innovative values, if it is only light and shadow effects, then the market is saturated.

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