Seeking differentiated competition for color TV market into a multi-age era

With the advent of the Internet + era, color TV giants have begun to return to the "display technology" nature of competition in the past two years after competing for smart TV layout. On April 8th, the color TV front camp HTC HTC and Hisense invariably launched a ring game with "display technology" as their core. One launched a quantum dot curved LCD TV and the other introduced a UHD curved LCD TV. Their actions will be In 2015, the competitive core of the Chinese and foreign color TV market was locked in the campaign of “display technology” as the main character. TCL Group Chairman Li Dongsheng also stated at the conference that the company must establish differentiated advantages for Japanese and Korean companies. “This is our Cornering overtaking opportunities".


TV hybrids seize the commanding heights of display technology

On the afternoon of April 8, TCL and Hisense issued new 2015 products at the same time. Although both announced their own smart home strategy and released new smart TV products, both focused on the new technology's tipping point and tuyote in display technology. Still let people in the field feel the color TV industry wind direction began to return to the most essential of the "picture quality" and "audio effects" of the competition up.

At the end of last year, TCL, the world’s first quantum dot TV, was launched. This time, it continued to increase its product R&D investment in the display technology of quantum dots, and launched the TV+QD surface TV H8800S-CUD to open up quantum dot technology and surface technology. , And with the previous release of the H9700 to form a quantum dot surface and quantum dot plane of the two major display technology platform, and ultimately formed the world's most comprehensive array of quantum dot products. According to the introduction, quantum dot technology has broken through the "ceiling" of color televisions in surface televisions in the past and reached the industry's leading 110% NTSC color gamut. It has also achieved accurate color expression, stunning four-color performance, super high contrast, and comfortable viewing. Experience has achieved major breakthroughs in four areas.

And Hisense continued to produce the world's first "home-breeding product" to release the XT910 series, K720U two series of ULED curved surface TV products, in addition to the application of independent research and development of dynamic backlight control technology and HiView landscape engine technology, breaking the impact of color TV quality The technical ice, but also through the perfect fusion with the surface technology to achieve a comprehensive improvement in key indicators such as dynamic contrast, static contrast, color gamut, peak brightness, etc., allegedly with OLED equivalent picture quality expression.

For the strategic intention of the color TV giant to return to display technology, industry insiders believe that with the past China's color TV industry has always taken a different strategy, and now the domestic TV giant not only in the field of Internet smart TV walk in the forefront of the world, in the display technology The field has also become increasingly strong in releasing Japanese enterprises with confidence and confidence in the innovation of Chinese companies. At the same time, the display technology will also be the biggest difference in color TV screens in the Internet era, and it will also be the biggest breakthrough in the direct weakness of Internet companies and facing foreign brands.

Differentiated technologies into new competitive weapon

From mid-March, several TV companies including Changhong, Haier, and Konka have all released TV new products in 2015. However, unlike the "display technologies" that the two companies mentioned above, the three companies are mainly focused on "soft and hard integration" products. Among them, Changhong’s ChiQ II TV main mobile internet has realized the integration of mobile chips and TV chips, seeking the cross-border integration of the mobile ecosystem and the TV ecosystem, and at the same time achieving simultaneous software and hardware upgrades; Haier continues to collaborate with its strategic partner Ali. Released the second generation of Haier Ali TV, in addition to continuing to strengthen the differentiated advantages of TV shopping, it also launched a fully customizable modular TV performance; Konka's new television through the launch of Tencent, GITV launched T60 Super TV, strengthened Content and application experience outside of display technology.

In the display technology brand of Hisense, TCL, and the content software brand of Changhong, Konka, and Haier, this series of products with different positioning and different functions has released the color TV industry and market competition in China has entered a bullish era. Because of the diversification and individuation of consumer demand, any enterprise cannot rely on "one product to fight the world", but must form a series of product layouts such as main, main push, and kingpin in order to better detonate the current TV market demand. Liu Buchen, a senior observer of the home appliance industry, stated that 2015 is definitely the main battlefield for local color TV companies, and that foreign companies that hold hardware tools such as display technology and Internet software companies that have software tools such as content and applications have to stand by. This year's color TV market will also be extremely diversified: display technology hardware, and content application software, will present a "multi-flowering" situation.

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