Recently, Ovid Cloud Network released data show that this year's "51" during the promotion period of color TV retail volume of 1.76 million units, a year-on-year decrease of 13.0%. Zhong Yikang also released data showing that in the first quarter of 2017, total sales volume of color TVs was 11.38 million units, a drop of 13.5%. According to industry insiders, sales in the TV industry have generally been declining since 2017, and the Chinese TV market in the second quarter continued the downturn in the first quarter. In addition, the overall home appliance market showed a dull performance last year, and the TV industry as a whole was cold. Under the general trend of consumption upgrades, technological innovation has become a "descendant" for TV companies to upgrade their products. The "China TV Industry Innovation and Development Report" published by Ovid Cloud.com shows that TV has entered the period of new technology application. TV companies have stepped up their efforts this year to include high-end products such as large-size, smart, OLED, 4K, 8K and curved surfaces. Bring to market. In all innovative fields involving TV products, display technology has increasingly become the starting point for color TV companies to make technical innovations. From 3D to 4K to OLED, TV display technology has undergone many changes. At present, the mainstream TV display technology is divided into two major categories of OLED and QLED quantum dots. OLED refers to organic light-emitting diodes. It is known as the next-generation display technology. It has self-luminous, wide viewing angle, better black-field effects, more accurate colors, and wider color gamut. It can be made into a curved screen, reducing power consumption and improving response. speed. At present, LG, Sony, Skyworth and other color TV companies are focusing on OLED. However, OLEDs have a relatively short service life, and their prices are too high, especially as screens increase in instability, yields, and power consumption. These bottlenecks are difficult to break through. Relatively speaking, OLED is more suitable for small screen products, such as mobile phones, laptops and smart watches. Quantum Dots are extremely small semiconductor nanocrystals that are invisible to the naked eye and have unique photoelectric characteristics. Quantum dots are stimulated by electricity or light and emit pure colors of various colors according to their diameters. The quality of monochromatic light completely exceeds the luminescent characteristics of traditional LED-backlit phosphors, enabling better imaging colors. The concept of quantum dots has attracted widespread attention since it was introduced to the market. Many color TV giants have laid out and launched quantum dot products. Liu Buchen, a senior observer of the home appliances industry, believes that QDs are an improved upgrade of LED technology. They are a kind of "eclectic transition" technology. They are still essentially LCD TVs. They do not have the ability to subvert the market. They have large power consumption. With a short service life, television consumers do not have a sensory experience that matches a high price. QLEDs and OLEDs that have their own advantages and disadvantages can respond to consumer TV upgrades in the color TV market? Zhang Yanbin, a senior observer of home appliances, analyzes that as consumer acceptance of new products increases, color TV products will win the market through new technology iterations. However, which technology represents the future development direction of color TV depends, in the final analysis, on the user's experience and market testing. Although OLEDs and quantum dots represent the development direction of the color TV market, at present, there are problems with these two display technologies. In fact, consumer awareness of display technology is not high. A TV visual comfort report released by the Experimental Center of China National Institute of Standardization shows that 72% of consumers cannot distinguish between display technologies and 80% of consumption. The advantages and disadvantages of the display technology are not clear. For ordinary consumers, the biggest pain point for long-term television viewing is visual discomfort, eye fatigue, and so on. The comfort level of watching TV is the first requirement of the vast majority of ordinary consumers. According to related experts from the China Electronics Video Industry Association, the color TV industry has experienced a series of upgrade iterations ranging from black and white to color, from CRT to rear projection, plasma, liquid crystal and laser display in the past decades. Analyzing the nature of industrial development, technological innovation and product upgrading, it is not difficult to see that the power that really dominates the development of the industry and the market does not come from a single technological innovation, but the user needs hidden in the market. Dong Min, vice president of Aowei Cloud Network, believes that as the technology matures, upgrades and scales, consumers will prefer to use technologies and products with better functions, more comprehensive performance and better user experience. 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New technologies such as OLED and QLED quantum dots are facing application bottlenecks
At present, China's color TV industry still faces the challenge of sales decline. The transformation and upgrading of color TV products has always been the key to the company's breakthrough. However, new display technologies such as OLED or Quantum Dot have different bottlenecks in application. It is difficult to break through the bottleneck in the application of technology. While manufacturing companies can not only be limited to the pursuit of new technologies, they should also tap user requirements and create a good experience.