In the past two years, with the development of the Internet, broadband and big data, the digital economy has gradually opened its doors. As the focus of the home digital economy, 4K ultra-high definition television is being re-established in importance and 4K television has really entered into the development of gold Era.The data show that in 2017 China's 4K TV market penetration reached 58%, is generally believed that when the 4K television penetration rate is above 60%, it reached the level of popularity.
4K TV penetration rate will exceed 60%
According to the China Video Industry Association data, the market penetration rate of 4K TV in China has increased from 2% in 2013 to 58% in 2017. This 5-year period is the fastest 5 years for 4K television and in 2017 After that, the growth rate of 4K TV penetration will gradually slow down, reaching 71% by 2020. The industry generally believes that when 4K TV penetration rate is above 60%, it will reach the level of popularization.
Global 4K TV is not growing as fast as the Chinese market.Groupwise consulting data show that global UD TV (UHDTV) global shipment ratio was 12.9% in 2015 and 35.3% in 2017. According to the forecast data, 4K in 2018 TV global penetration will rise to more than 40%.
Choi Jilong, chief analyst at Orville cloud network, believes that the Chinese market is growing faster than the global market due to the fact that Chinese consumers are more willing to try new technology products. 4K TVs are clearer than 2K and HDTV displays, The pursuit of quality effects of consumers, the willingness to buy 4K television is more intense.
Peng Yidong, general manager of Yee Hong Black, said LCD TVs around 2010 to replace CRT TV craze has passed 78 years, and now to another round of the tide when the crash, consumers are recognized television display technology to higher Resolution trends, so when buying a new machine, will naturally choose a higher resolution of new television, such as 4K television.Although the current 4K television programs and television drama in the past five years the supply is far less than the expected level of abundance So high, 4K TV has also been criticized by many as a 4K source can be seen, but from a technical point of view, even SD, HD programming or film source, the effect of viewing with 4K TV than 2K TV to be clear.
In fact, the upstream panel industry to drive advanced TV to the power of the 4K more powerful panel occupies the cost of the television machine Liuqi Cheng over the past few years, 8.5 generation LCD panel production line capacity to expand rapidly, large-size 4K panel shipments rose rapidly , Cost prices are also declining, followed by 4K TV prices plunged to the acceptable level of consumers, which further stimulating 4K TV sales in the end market.Group wisdom consulting data show that the first quarter of 2015, 55-inch 4K Panel price of 286 US dollars, the fourth quarter of 2017, the price fell more than 100 US dollars, 174 US dollars.
On the OEM side, the television industry is driven by display technology, but the TV makers are also very excited to see the sales of 4K TVs rising. 4K TVs are usually equipped with larger screens that are larger than 50 inches. The higher the profit the manufacturer receives, the profit rate of the color TV manufacturers declines year by year compared with that of the white color.In the first half of 2017, the net profit rate of the TV industry in China was less than 1% due to the sharp rise in the prices of raw materials and key components, Many enterprises are in a state of negative growth in performance.4K big-screen TV is one of the directions for the transformation and upgrading of mid-to-high-end TV manufacturers, and the return to the big-screen ultra-high definition market has become the main theme more and more.The 4K TV penetration rate of major brands is on the rise, Net data show Skyworth 4K TV penetration rate of 56%, Changhong, Konka 4K TV penetration rate of more than 50%.
Ultra HD is the future direction of development
It should be noted that although 4K TV penetration rate is close to 60%, which is at the popularization level, the penetration rate of 4K TV with different sizes is rather different, and the small and medium size 4K TV is relatively less, with less than 30% penetration rate. Inch 4K TV penetration is generally more than 60%. 55 inches above 4K TV penetration rate of 80%. The larger the size, the higher the permeability; the smaller the size, the weaker the presence of 4K.
Li Yaqin, general manager of Qunzhi Consulting, told reporters that the basic TV below 40 inches does not have 4K, and the penetration rate of 4K TV above 49 inches reaches more than 80%, which is basically saturated in this market. In the future, 4K TV will further penetrate to small and medium size, However, there is limited room for infiltration of more than 55 inches and further pressure for further development, and Peng Hsien Tung pointed out that at 40 inches and below, considering the best viewing distance for human eyes, 2K and 4K The effect of television is not that different to consumers, so doing 4K resolution on TVs under 40 inches is not really necessary.
4K TV to 8K TV advanced calls in recent months getting higher and higher.A forecast data show that by 2020, 65-inch 8K television market penetration will reach about 10% .At present, the market only Sharp introduced a 70-inch 8K consumer-grade TV. Overall, 8K television is one of the future direction of television development, but in the next 3-5 years, 4K TV is still the mainstream.
On a 55-inch TV, similar to what happens with TVs up to 40 inches, the 8K display and 4K display do not make much difference to consumers, and they have to reach 8K, with panel technology, process and display technology decided 65-inch is the starting size of 8K TV, while in the next 5 years, 65-inch TV market share of only 10% to 15%, and can not be Market mainstream.Hisin Han Xuewen, senior product manager, told reporters that the development of 8K television will not be as fast as 4K TV replaced 2K television so quickly, for a long time, 4K TV will be the mainstream.
4K TV remodeling industry ecological chain
For a long time, the evolution of the television industry has been driven by display technology, and hardware is a part of the primary value of color TV products, as mentioned above, which accounted for about 60% to 70% of the TV price The pros and cons of television products.The technological evolution and evolution of the screen has brought the development dividend to the television industry, but the impact caused by over-reliance on the screen is becoming more and more prominent in the current color TV industry.
Consulting agencies estimate that in 2017 the world's top six LCD panel makers annual profit will reach 14 billion to 15 billion US dollars, nearly 100 billion yuan over the same period, the color TV industry profits less than 2 billion yuan in the past five years, China's six largest Color TV corporate profit margins continued to decline from 3%, has been at a low level. To restore profits is an important issue for color TV enterprises.
In the past, color TV enterprises held the "hardware is king" thinking, relying entirely on the quality and differentiation of TV products for profit. Internet companies to enter the television industry to television manufacturers 'content is king' new thinking, to consumers The Education for All (HDTV), both hardware and content, has become more and more recognized by TV makers as the ultimate guide to 'experience is king', and this has given them a new direction of profitability. "4K TV is a great opportunity.
4K TV is also a smart TV. Smart TV is considered as the transformation and upgrading of color TV industry, reshaping the ecological chain is an extremely important export.In the intelligent era, TV manufacturers with intelligent operating system, intelligent application to create a new profit model. Ma Songlin, vice president of the hospital has revealed that most of the color TV manufacturers have turned to do a lot of Internet applications, rather than hardware.Li Yaqin told reporters today, TV manufacturers have extended their horizons and things connected with the terminal, intelligent operation, Interoperability with other smart devices has become even more important.
However, 4K content is an indispensable part of providing users with a complete 4K experience, and one of the 'non-hardware profitability' directions sought by TV manufacturers is the user-run, content-profit model.
For example, TCL and Tencent cooperation to provide Internet video content, Haier TV and Ali to provide 4K content cooperation TCL Operations Manager Zhan Jiawei told reporters that each sold a 4K TV, as long as the user has consumed the content on television, branded TV manufacturers There is the content of the split into the 4K TV can accelerate the generation of content to promote this mode of advancement, 4K-based home entertainment can also stimulate more cross-border and content-related innovation and the more big screen, the more High-definition television, the more the benefits of data consumption can be reflected because, when every household use 4K smart TV, the data circulation will be more and more large, based on the new format of data, smart innovation will bring a better future .
Last year, Guangdong Province, promulgated to encourage the development of 4K industrial chain preferential policies to accelerate the popularization of 4K industry.Domestic sources, the Guangdong government will color TV sets in Guangdong Province, manufacturers and distributors to sell 4K television to give the appropriate subsidies. The amount is not large, but its guiding role is obvious.Wu Wei, chief engineer of Skyworth Group Co., Ltd. believes that color TV enterprises are in transition, the support of the 4K industry chain in Guangdong Province is timely rain, will provide a steady stream of impetus to the future development of the enterprise.