The competition in the color TV market in 2017 was very fierce, and the television market also encountered an unprecedented “cold periodâ€. The sales model that attracts users by concept and sells at low prices has already filled the low-end TV market. As the consumption structure is upgraded to mid-to-high end, the mid- to high-end market will also become the main battlefield for color TV companies.
Today's color TV mid-to-high end market is no longer dominated by Japanese and Korean companies such as Sony and Samsung. The rise of independent brands led by Hisense has also greatly improved the status of China's color TV companies in the global market. Among these, Hisense TV's transcendence of Sony TV has also become a topic of conversation.
Hisense TV is the largest in the world and leads the high-end market
With the improvement of the quality of people's lives, consumers' pursuit of television products is no longer confined to cost-effectiveness, but more to the pursuit of product quality, design, and size. The large-screen TV has become the trend of future TV development, and the large screen has also become the standard for high-end TV market products.
In 2017, according to data released by the International Market Research Institute IHS, Hisense has an average size of 46.9 inches in the field of large-screen televisions, ranking No. 1 in the world. In addition, in the 4K ultra high-definition television market, Hisense ranks third in the world with 7.9% of its shipments, while Sony’s global shipment share is 5.8%, ranking sixth. This also means that Hisense has made significant achievements in the international high-end TV market and has achieved remarkable results. The internationalization of Chinese brands has gone a step further.
Who is the first to master the core technology, who has the right to speak
In the era of CRT as the core, Sony dominated an era with its unique upstream resources and strong core technologies. Speaking of Sony's special exquisite, almost nobody knows, nobody knows. However, in the era of flat-panel TVs, Sony lost its initiative in emerging display technologies and was surpassed by Chinese and Korean brands represented by Hisense and Samsung.
For example, a key technology that can improve the quality of the backlight partition technology, simply the direct-type LCD TV in order to better backlight control, the backlight area is usually divided into tens to hundreds of partitions, the more the backlight partition smaller The more precise the range brightness control is. Sony began to promote and apply it in 2013, and Hisense began development and promotion as early as 2007. Not long ago, Hisense launched the world's 2018 World Cup Limited Edition TV, the 75-inch Hisense U9 super quality TV. It was the first time that the backlight area was upgraded to 1000 Zone. Up to 1000 independent backlight partitions and 4096-level fine dimming technology provide a true level of detail, depth of field, and depth of field that are difficult for ordinary TVs to display. Details that were once invisible can be seen in the visual field of 1000 Zone.
AI is emerging in the industry. The future of television will be toward artificial intelligence. Recently, Hisense announced that the full-line television products will be upgraded to VIDAA AI in 2018, and the VIDAA intelligent system will be upgraded to AI. The main and most important voice control of Hisense is to enhance this time. Intelligent voice is the prerequisite for human-computer interaction. It determines the depth and breadth of human-computer interaction. Hisense took the lead in firing the first shot of artificial intelligence. All of them showed us its strong technical resources and vision for the future.
In the color TV industry, especially those whose core technologies are system innovations such as complete display technology and audio technology, if their core technologies are behind, they are tantamount to putting their heads under the sickle and letting them die.
Now, although Sony regards OLED technology as its secret weapon to enter the high-end market, it also introduced the iconic product A1 of OLED. However, as the core component screen of OLED TVs, it cannot be self-sufficient, and it can only purchase Korean LGD screens. This also means that the heart of OLED TVs is stored in the hands of others. At the same time, Sony did not elaborate on the next-generation display technology represented by laser display. Looking back at Hisense, Hisense has long begun to lay the groundwork. Hisense, who has mastered ULED and laser core technologies, is likely to become the leader in next-generation display technologies. According to industry sources, Hisense decided to use high-end ULED TV + laser television to enter the high-end market. Hisense's future fate, we can not know, but in today's increasingly technological changes, who can first master the core technology, who has the right to speak.
Attacking overseas markets to increase brand influence
Compared with the domestic color TV market, in fact, the overseas market competition is more intense. Going out is the only way for Chinese color TV companies to increase their brand awareness and increase their global market share.
Hisense has already begun many layouts on the way out. In recent years, Hisense has successively established seven overseas R&D centers in the United States, Japan, Germany, Canada, Israel, etc.; established overseas production bases in South Africa, Mexico, and the Czech Republic; meanwhile, it paid US$23.7 million on July 31, 2015. Acquired the entire equity and assets of Sharp Mexico Co., Ltd., and obtained 5 years of brand use rights and all channel resources of Sharp TV Americas, which further expanded the American market; moreover, it acquired Toshiba TV business and enjoyed Toshiba TV products, branding and operation services. Such as a package of business, and has 40 years of Toshiba TV global brand licensing. Through sponsorship of European Cup and other sporting events, the image of consumers in Europe and the United States has been rapidly enhanced. Afterwards, Liu Hongxin, the president of Hisense Group, announced the sponsorship of the 2018 FIFA World Cup and the launch of the “Best Project†global brand promotion plan, which further increased the global influence of Hisense brand and firmly occupies a place on the European and American high-end market.
Sony, which is one of the leading players in the high-end market for international home appliances, has a much lower influence. Once as one of the top six sponsors of FIFA, it stopped sponsoring the World Cup because of its restructuring and spending cuts. In addition, Sony's new launch frequency is also greatly reduced, almost once a year, and sometimes even the product does not upgrade within two or three years.
Due to poor management, Sony's color TV business suffered a full-scale recession, not only withdrawing from the upstream LCD panel factory, but also without the resources of the industry chain that it can control. Even its main Z9D LCD TV or A1 OLED TV has only one left. The core chip, autonomy greatly lost.
At last:
Looking at the color TV industry, we can see little from both Hisense and Sony. The high-end product screen has become the trend of TV development in the future. Color TV companies can better adapt to changes in the market and consumer demand. Can laugh to the end.
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