Large-screen TV market is becoming a new battlefield economic living room. OLED and quantum dot war is still in full swing, laser TV has quietly joined the battle .News ago, Nintendo introduced a new 100-inch nut SC laser TV, priced at 9998 yuan, the price straight to June 2017 Millet released 10,000 yuan laser TV.
In early January 2018 International Consumer Electronics Show (CES), the major giants have released 8K, OLED and other future display technology products apart, Hisense, Changhong debut 4K laser TV series has become a major bright spot.
However, the reporter visited Beijing's major home appliance stores recently learned that the current laser TV is still a niche product on the market, the major brands display different results.
Insiders pointed out that at present, laser TV is still in its infancy, the form of laser TV allows consumers to understand, digest and accept the need for time.
In response, the correspondents respectively sent a letter to Nciku Laser Cinema and Hisense Electric Company to interview the development of the current laser TV business and related strategic plans. However, as of press time, they did not get any reply from the above companies.
Market is limited?
In short, unlike the conventional TV which shines through the screen, the laser TV is composed of a laser light projector and a projection screen using a reflection-type ultrashort-short projection technology, and can display a good picture in a bright environment.
At the CES show earlier this year, Hisense exhibited 80-inch, 88-inch, 100-inch and 150-inch series of laser TV products and introduced a 150-inch two-color 4K laser theater. Another domestic manufacturer, Changhong, also released the world's first home- Laser TV new C7TU, and released the world's first laser display optical screen spontaneous sound system.
In fact, millet, nuts, polar rice and other Internet companies have also joined the laser TV camp since 2016. Millet, which has always been labeled as a "price butcher," released a laser TV product with a price of 9999 yuan last June. This year, 1 Month, Nintendo smart cinema will be almost equal to the price of millet, set off more than one million yuan laser television dispute.
However, this reporter recently visited Beijing a number of home appliance stores learned, relative to the traditional large-screen TV sales, laser TV is still niche products in Beijing Xicheng District, a Suning Tesco Marketplace, the reporter noted that Hisense laser TV set up Specialized exhibition hall, but only shows a 100-inch laser TV, priced at nearly 70,000 yuan. Sales staff told reporters that sales of laser TV that fairly well, a month to sell one or two while the other a brand selling price 3 million yuan 100-inch laser TV is basically nobody cares.
'Mainly depends on demand, the current purchase of laser TV customers are mainly commercial, mostly used in conference rooms, but such demand is not high quality requirements; another few consumers are film lovers, hoping to build families at home Cinema effect, relative to the traditional TV, laser TV picture is more stable, not prone to visual fatigue. "One salesman admits that the current laser TV display varies, the majority of products in the market is still 2K or less than 2K The effect of even the 4K laser TV, the current lack of sources is still a big promotion problem.
Liang Zhenpeng, a senior observer in the appliance industry, told this reporter that the essence of laser televisions is still 'laser projectors.' The difference is that laser projectors with screens, audio and television chips have been transformed into 'laser televisions '.' Because laser TVs have inherent technical disadvantages in terms of brightness, resolution, contrast, etc., they can not display good visual effects in a bright environment and are time-consuming and costly to install and debug, so laser TVs are more suitable Conference, office, education and other commercial markets, rather than individual consumer markets. "Liang Zhenpeng said.
Competition living room big screen market
Display technology has evolved from plasma technology to liquid crystal technology to today's popular OLEDs and quantum dots, which have undergone many iterations, but in fact, laser TVs are not completely new technologies. As early as the early 1990s, laser TV prototypes have been Appeared in 2005, SONY Sony World Expo in Aichi set up a 500-square-meter giant laser film theater.Sony, Mitsubishi, Panasonic, Toshiba, Samsung and other Japanese and Korean companies have studied or introduced laser TV products, but eventually Due to immature technology is not universal.
In recent years, with consumer upgrades, to seize the living room big-screen market has become one of the major TV manufacturers growth point.In 2014, Hisense, Changhong, Konka, etc. have launched laser TV industry has said that 2015 will be called the laser projection display year' .
However, the real explosion of laser TV appeared in 2017. The recently released "Summary Report of China's Color TV Market in 2017" released by Alvio Cloud Network shows that laser TV sales in 2017 have risen by 200% over 2016. However, it is worth noting that at present, , The absolute value of laser TV sales relative to the entire color TV market capacity can be said that the micro-channel total number of push Ovi cloud total sales in 2017, China's total sales of laser TV only 76,000 units, is expected to reach 164,000 units in 2018 and 2017 In 2007, the retail sales volume of China's color TV market decreased by 6.6% from the same period of last year, and there were still 47.52 million units sold.
'In general, laser TV has great potential in the market of differentiated products, and its growth has been very fast in recent years. The advantages of laser TV are obvious. As the technology matures, it is possible to achieve higher brightness And resolution, 4K laser TV is rapidly gaining popularity.However, the overall laser TV is still in the embryonic stage of development, the television form of laser TV allows consumers to understand, digest and accept the need for time. '' Orville cloud display industry research Cui Jilong, director of this newspaper, said that although the price from the point of view, laser TVs cheaper than the same size LCD TV, but the absolute value of the price is still relatively expensive.At the current mainstream brands in the main push laser TV only Hisense and Changhong Brand, in the entire TV brand group is not the majority, leading to the current laser TV penetration is not high.
Reporters at Suning Tesco home appliances stores noted that the current mainstream 100-inch traditional brand laser TV product prices are in the tens of thousands of dollars, while the Jingdong Mall shows that some Internet brand laser TV prices in million or so. 'Very cheap price involved To the product specifications and standards, and some low-profile laser TV will disrupt the market, affecting the consumer experience of the use of laser TV. 'Cui Jilong said.
In the industry view, the current large-size TV become the mainstream trend, with the panel price cuts, large-size traditional TV prices will continue to be close to the consumer '65 / 75 inch large-size TV penetration rate will be rapid Improve, the future In the large size market, the laser TV and traditional television will form a certain competition. 'Cui Jilong said.
Meanwhile, according to the "Summary Report of China's Color TV Market in 2017" released by Orvital Cloud, the market share of large-screen color TV shows an increasing trend in 2017. After the 55-inch market share reaches 1/3, 65 inches has become the most concern in the industry Large size, market share of large size 65 inches and above increased by 2.5% in 2017. In 2018, with a number of 10.5 generation line put into operation, the future 65-inch will continue to maintain rapid growth.
In the home appliance industry (market) research expert Lu Renbo it seems, can not deny the future development of laser TV, of course, and price and technology is a great relationship.Laser TV technology can mature as soon as possible is crucial.