On August 16th, Sony launched the 'Drawing Series' Z9F LCD TV and A9F OLED TV for the Chinese market. China also became the first region to announce the price of two new products, and the pre-sale was launched on the day of the release, showing Sony’s The Chinese market is as important as ever.
Of course, this is closely related to the strong performance of the Chinese market in recent years. Under the overall downward trend of the industry, Sony TV, which has taken the 'high-end route', achieved a retail sales increase of 18.1% year-on-year in the first half of 2018. 8307 yuan, has been close to the price of the flagship machine of many domestic brands, even more than twice the industry average.
The success of the high-end strategy has made Sony more convinced to hold a press conference for the two 'painting series' true flagship Z9F/A9F (the lowest price from 19999 yuan), you know, a Sony spring TV show It’s only been 5 months. The speed of pushing new speed seems to be somewhat inconsistent with the rules of the TV industry. In the media questioning session after the press conference, Mr. Mujing, the vice president of Sony Vision Products, answered this question. The launch of new products is not a sudden move to speed up the pace, it can only be said that it is a coincidence in time.
This coincidence means that Sony has completed the development of the 4K HDR image processing chip X1 Ultimate. At the CES in January 2018, Sony showed the prototype of the X1 Utimate (Flagship) chip for the first time. The ability is twice that of the previous generation X1 advanced version, and added a new technology that plays a key role in the picture quality. The outside world believes that this chip will be launched at the earliest with Sony 8K TV, but only half a year or so, equipped with the chip The production version of the machine Z9F/A9F was released.
Sony is one of the few TV companies with independent graphics chips in the industry. It is difficult to design and manufacture such complex chips. ZTE has already popularized this knowledge with many people. Relying on powerful chip processing capabilities, it is Sony. The reason why television has been described as synonymous with image quality, this also allows Sony to confidently shout out 'one core' to change the horizon.
Although equipped with the same image processing chip, due to the different lighting principles (passive and active), Z9F LCD TV and A9F OLED TV still have differences in picture performance. In recent years, the industrial chain has been highly mature LCD TV is experiencing performance. The bottleneck, the Z9F did not achieve a major breakthrough in peak brightness and contrast, but it brought a 'clear angle' technology that greatly improved the viewing angle. At this point, the three major problems that plague LCD TVs: contrast, dynamic fluency and The viewing angle has been improved by Sony's 'multi-partition area control', 'Mingrui Dynamic' and the new 'Mingrui View'.
'Sony is not pursuing a breakthrough in parameters at a certain point, but pursuing a balanced improvement in all aspects.' Sony is pursuing the most extreme technology on the one hand, and not indulging in the high self of technology on the other hand, making consumers 'touched ( KANDO)' is a word repeatedly mentioned by Gao Qiyang, President of Sony (China) Co., Ltd.
Sony's OLED TV's 'screen sound field technology' is enough for audio enthusiasts to be moved to cry. A9F has been upgraded to 'screen sound field flagship', becoming the third screen-sounding sound after the A1 and A8F. TV. The A9F adds a drive and an extra bass channel to the center of the screen to form a complete 3.2-channel system.
Sony said that with the introduction of A9F, the A1 series will gradually fade out of the market, A8F and A9F will become Sony's main OLED TV products in 2018.
When to launch 8K TV is almost a question that must be mentioned in every interview. The answer given by Sony executives is still 'waiting for the right time'. The reason is that there is a shortage of 8K hardware or 8K content, but Sony is already at CES. Demonstrate the 8K prototype, I believe that technology is not a problem for Sony, consumer demand and market is.
As for the microLED products that represent the next generation of display technology that the industry is concerned about, Sony said it has already sold in the market, but it is aimed at commercial customers (mainly used for large screen splicing display), which is not suitable for general users.
Sony is a sentimental company. Sony executives also stressed at each press conference that Sony only makes products that meet the target audience. For the 'painting series' TV, perhaps, let the real users move is the quality of the picture. ' .
