Recently, WitsView released data on global LCD TV shipments in 2018. According to statistics, global LCD TV shipments in 2017 reached 210 million units, down 4.1% from the same period of last year. The downward trend in 2018 will be reversed and 218 million shipments are expected Taiwan, an increase of 3.9% .Also predicted the proportion of global color TV brands in 2018 in the table below, we can easily see that the overall global pattern and no major changes, but it seems that the fifth is Sony May be replaced.
In WitsView's forecast, except Samsung is negative growth, LG, TCL, Hisense, Sony, Sharp will continue to be 2018 growth state, the domestic doubles TCL and Hisense big strides, and gradually opened the gap with the fifth Sony, and Why Sony may be kicked out of the world's top five? Sharp look at the growth rate of it, nearly 30%, then expected to account for only 0.2% of the market with Sony, which means that Sharp sold a little more, Sony can easily kicked out of the top five, while Sony's growth is only 0.05%, almost stagnant.
What is the reason for the agency is not optimistic about Sony? The market is not it? Obviously not, in recent days the major data monitoring agencies are given the forecast is 2018 TV market is good, the upstream panel will also enter a price range, it is Ship a good time, and the largest market, China is in the consumer upgrade period, the demand for color TV re-purchase is also further increased, so Sony is not optimistic about the reason is obviously not the market environment.
There is only one reason, Sony is floating.
To know that in 2017, although the overall TV is not good, but Sony's performance is very good, a few days ago, Sony (China) chairman and president Takahashi Yang had predicted that ending March 31, 2018 fiscal year, Sony Corporation Profits will reach 630 billion yen, will break the highest record of 526 billion yen set 20 years ago so obvious recovery situation, why not be optimistic about the organization? Let us find the reason Sony itself.
Why is it floating in the United States just ended in early CES, Sony introduced the OLED new A8F, and shine at the CES last year, unlike A1, A8F did not get much repercussion, and temporarily do not have to compare with others than their own A1, A8F even can not be regarded as an upgraded version, just simply replaced a base and backplane, all other technical indicators compared to last year's A1 did not greatly improve the Acoustic Surface (screen sound field technology) in 2017 A1 already has some technology, the most regarded as a minor repairs, and almost all this year show the brand of OLED TV has AS, Sony is no longer the only one.
And then compared to other OLED brands, LGD exhibited a scalable OLED TV, and even can easily change the screen viewing ratio, truly flexible characteristics of the OLED show, in contrast, A8F eclipsed.
Say quality, compared to the A1, A8F still uses X1 Extreme processor, but added support for HDR10 and Dolby Vision, there is still no substantive progress, hilarious is that Sony also said it will update the firmware through the way The addition of Dolby Vision to the older OLED TV models highlights the fact that many of these two technologies can be done with a simple software upgrade this year, even without hardware upgrades.
Sony in the past, regardless of performance is good or bad, are able to come up with a striking black technology products, have to say that this year Sony really floating, and is no longer the pursuit of the ultimate technical Dafa, according to Sony has always been Law, A8F from the model can be roughly judged to be positioned below A1, can also be understood as Sony found A1 very popular, the introduction of cheaper A8F to seize more OLED market, using the sales of products as the flagship Model show technology, really Sony.
If the 2017 A1 and Z9D, respectively, can represent the peak picture quality OLED and LCD TVs, then in 2018, certainly not possible, because the 8K appeared, 4K quality even at the peak, it can not be with the 8K Than, not a dimension.Sharp, LG, etc. have already introduced the product of 8K resolution, LG OLED resolution is also raised to 8K, Sharp is in mid-2017 launched a mass production of 8K products, Compared to them, Sony is no longer the peak picture quality representatives.
The same for the LCD TV, Quantum dot two years of progress for all to see, in the world's top five brands, there are three brand QD camp, and the domestic brand TCL by virtue of quantum dot TV in the North American market has also made the market second Status, it can be said that the current quantum dots in terms of color and other technical indicators have not lost in the OLED, nor lost in Sony, it is reported that the quantum dot technology is currently evolving from photoluminescence to electroluminescence, that is, power can be glowing, And the process of the time may be in just three years, then the self-luminous OLED, it can not be regarded as a feature, and the progress of the printing display technology, but also allows the LCD panel has a flexible nature with the domestic brand Stride forward, the technology advances by leaps and bounds, Sony really stand still.
Sony's self-esteem in the past two years is also reflected in the one hand, is slow or even contempt for intelligence, especially the AI adoption of the world's top technology companies such as Apple, Google, etc., the domestic BAT, the market value of all Sony On the all-embracing AI, domestic brands in the field of color TV and Korean brands are also actively using the AI technology to link the entire home Internet, Sony in this regard once again demonstrated the stubbornness of Japanese companies, we take a look at Sony's smart still stay At what step, it is understood that all of TV 2018 Sony TV running Android TV system, support Google Assistant voice assistant, the user can button on the Sony TV remote control button to activate.
Domestic brands Changhong has entered the stage of voiceprint identification, Sony has just begun to use the remote control voice control, which is domestic brands began to play three years ago, if before Sony can focus on quality to avoid this problem, then Now that even the bus is the AI control era, Sony really do not think their technology in the area of color TV has lagged it?
Completely lacking of Aspect 2018 Sony, SONY what to go with the advantages of more and more big doubles to compete, and how not to catch up ambitious Sharp beyond, when the OLED really into popularity, Sony determined to win Over LG and local Skyworth? Performance just a year of Sony TV, there is no floating capital ah.