The science fiction writer William Gibson said, 'The future has come, but it has not yet been evenly distributed. It is not yet popular'. This sentence is like a prediction for laser television. As the TV's 'non-screening' trend, the original laser television was the main promoter. Only a few companies such as Hisense, Changhong, etc., but in recent years, laser television has become popular, very rice, millet, Hualu, storm, nuts, Xiaoshuai, BenQ, Sony and other manufacturers have poured into this market.
Among the participants, there is a veteran manufacturer who wants to change, a fresh young brand, a veteran manufacturer to use the 'future' to achieve new breakthroughs, and a young brand to create their own future through innovation. Whether it is the market environment or the technology itself, All show that, in addition to OLEDs and Quantum Dots, a future television route paved by laser television has already taken shape.
Mature technology
The future of laser television has come. The first is the maturity of the technology. Brightness, improved resolution, size, lower prices, and smaller body size are all obvious, thanks to continuous innovation from manufacturers such as Hisense.
Let's look at the brightness. Professor Xuxin Xu of the University of Science and Technology of China pointed out that, in general, the brightness of 200 to 250nit can basically meet the viewing needs of home TV. Prior to this, the brightness of Hisense's laser TV has exceeded 300nit, and the outside light can also be watched normally. The new L5 series, brightness can reach 400nit, comparable to LCD TVs, while also equipped with a custom-made Danish new generation of DNP high-gain anti-light hard screen, regardless of the light source, can show a clear picture.
In terms of resolution, Hisense Laser TV, the first to pick up the banner of the industry, was taken as an example. In July 2016, Hisense released the world’s first DLP ultra-short focus 4K laser TV. A year later, Hisense further applied 4K laser display technology. To the full range, the products on each size segment also released a larger size 4K laser TV, leading the industry into a new era of 4K display.
This is followed by eye-protection issues that are of particular concern to consumers. In contrast to ordinary LCD TV imaging, laser television simulations reflect the nature of the principle of natural reflection imaging. The screen reflects light, is truly natural, and has no radiation, avoiding traditional glass. Specular glare and strobe on the screen.
For example, the imaging principle of Hisense laser television is to emit laser light from a laser light source, project the three color light through the color wheel, and image it on a DMD chip, and then project it onto a mirror through an optical machine and an ultra-short focal lens, and finally illuminate the screen with a mirror. On the screen, it is reflected by the screen to form a complete image. Finally it enters the human eye. The human eye sees always reflected light. This imaging method is closer to the natural light spectrum and energy distribution, and is more suitable for comfortable viewing by the human eye.
The China National Institute of Standardization has conducted a special evaluation of visual comfort for Hisense's laser television. The test data show that: Hisense laser television has excellent visual presentation, accurate color vision, high definition, and low visual stimuli. It is a good visual comfort. Sexual display products. The visual comfort of Hisense's laser TVs is not only better than that of LCD TVs, but it is also superior to paper readings by more than 20%, and the eye protection effect is remarkable. Recently, Hisense's eye safety for laser televisions has been recognized by Europe, the U.S., and the world. CB certificate.
In addition, the laser television has a size segment, the trend of the price segment to explore, the body is also more compact, which is thanks to the continuous improvement of technology. The characteristics of laser television as a TV product is also more significant, still with Hisense laser TV For example:
From the service life point of view, it is the use of five years of ten years without change in picture quality. However, after the projector has been used for six months and one year, yellowing appears on the screen.
From the use of the environment, on the one hand, the application of ultra-short-focus lens, so that the space occupied by 'host + screen' is equivalent to the LCD TV; on the other hand, as mentioned above with a brightness of 300nit, plus a bionic screen, Avoiding ambient light interference. The above two points make it possible to watch laser TVs without the need for a dedicated audio/video room or large space for villas.
It is worth noting that the "Laser TV Technical Specification" jointly drafted by Hisense and the China Electronics Standardization Institute and the China Electronic Chamber of Commerce was officially released earlier this year. This is the first standard for laser TV products in China's color TV industry. China Laser TV The industry will formally enter the normative, health, and fast lanes where laws can be followed. The improvement of technology will also be more closely followed. The mature products and technologies have become a prerequisite for the outburst of the laser TV market.
Market runaway
In this round of consumer upgrades, the home appliance industry is particularly active, and in the color TV market, high-end and corresponding large-screen is the main direction of upgrading. At present, laser television has become the main product of the large-size TV market.
Since 2015, the average size of color TVs has grown at a rate of 2% per year. According to the forecast data of China Yikang, the sales volume of large-screen TVs with 65-inch and above will reach 4.53 million units in 2018, an increase of 47% year-on-year, and the market above 80吋. The annual increase will reach 100%, achieving a doubling increase.
It should be noted that although consumers' demand for large-size products represents a yearning for a better life, the demand itself is not easily met, and it is mainly subject to cost and yield.
Zhang Bing, director of consumer electronics research at IHS China, pointed out that LCD TV size is limited by the upstream panel production line. The most economical cutting size for the 10th generation line is the 60-inch and 70-inch panels. The most economical cutting size for the 10.5-generation line is 65 inches. And 75-inch panel. OLED TV is also the case, in the short term it is difficult to break through the 65-inch size, although the theoretical 8.5 generation line can cut 77-inch, 88-inch panel, but the cost is very high. 'Geometric growth', which is commonly used in the industry Representation.
However, there is no similar problem with laser televisions because it does not rely on traditional screens. Laser TVs have the advantage of large screens. Compared with 75-inch LCD TVs of the same size, they have cost-effective advantages, such as 100-inch or larger size. In the segment, LCD TVs cost several tens of thousands of yuan, and the price of laser TVs is only a few tens of percent.
According to statistics, in 2017, the laser TV market grew at a rapid rate of 200%, especially in markets above 80吋, and laser TV sales accounted for more than 60%. According to data from Yikang, the market share of 75 inches in May, Hisense is close to 25%, ranking first, surpassing the total after fourth place. The above data is enough to show the advantages and popularity of laser television.
In addition, with the promotion of Hisense, laser TVs are being explored in both size and price segments, and the advantages are expanding. Take the recently released L5 as an example, this 80-inch product is suitable for a viewing distance of about 3 meters. Close to the 65-inch LCD TV; priced at 1,999 yuan, breaking the 20,000 yuan mark, the price is more close to the people than the 65-inch high-end LCD TV.
It can be imagined that in products and technology, laser televisions that are 'hard-ironing themselves' will be favored by the market in the future due to their natural advantages in terms of size and the increasingly affinity for prices.
Industry autonomy
Compared with the increasingly outstanding performance in the market, the more important significance of laser TV for domestic brands lies in the autonomous control of the industry.
The lack of core and less screens, display technology follows Japan and South Korea, and it is also a trend. This is a common criticism of domestic TV brands and their own hidden pains. Even though domestic brands have risen in international status in recent years, they are involved in the development of next-generation display technologies. On the issue of sexuality, the lack of the right to speak of color TV companies in China is an indisputable fact.
Mastering independent technologies is the key to China's color TV companies mastering the right to speak and take the initiative in the international market. Laser TV is such a key. After all, although Japanese companies and Chinese brands are not dominant in the contest, regardless of quantum dots or OLED, Both are dominated by Korean companies, laser TVs jumped out of the encirclement of Korean companies.
At present, Hisense has mastered the development and production technology of optical engines, and 70% of the cost of the whole machine is in its own hands. This is the first time that Chinese brands have mastered the core technologies of emerging display technologies. Hisense will also provide smaller size and higher picture quality. Product force, so that laser television in other size segments to achieve alternative display television alternatives.
In addition, according to the forecast data of China Yikang, by 2020, the market share of 70-inch TVs will reach 10%, while the 70-inch-up size is exactly what laser theater TVs advocate and excel. By entering this field, domestically On the one hand, brands can compete better with Japanese and Korean companies, and on the other hand, they are also the way to overcome the bottleneck of growth.
Of course, whether laser TV can further detonate the market will require more partners to advance together. Only product exchanges, discussions, and competition will be able to better stimulate the vitality of a new technology. Mimi, Xiaomi, Hualu, Storm, Nuts , Xiaoshuai, BenQ, and other manufacturers have already entered this market, and the addition of more partners is also expected. After all, problems concerning the price, installation, line-of-sight, and experience that restrict large-screen televisions from entering ordinary homes have already been solved. Is being resolved.
The mature technology has made laser TVs more competitive. The outburst of the market has brought new opportunities to the color TV industry. Industrial autonomy has made domestic brands control the right to speak. All this shows that the laser television has been 'coming in the future' and is becoming popular.