Laser company slogan

Editor Duke

Source titanium finance

A few days ago, an old case in the home appliance industry came to an end-"Hisense Video v. TCL Commercial Defamation Dispute" went through a long lawsuit, and the Shandong Higher People's Court made a final judgment.

The cause of the incident is not complicated. Some content about "laser tv" published by TCL in Weibo and Tik Tok channel was regarded as libel by Hisense, so such a typical commercial libel dispute happened between TV giants.

Although Hisense finally won the case, there is still a tit-for-tat dispute over the TV technical route in the home appliance industry. Consumers and industries are asking a question: Who is the next generation of mainstream TV?

An unyielding competition

On August 7th, TCL TV official Weibo "TCL Smart Screen" released a special poster.

This group of posters, with "I'm sorry I didn't tell the truth!" " As a title, I use parallelism to express myself as "too straight", "stupid" and "nosy". However, TCL doesn't seem to mean "I'm sorry" in the small print below the big characters. On the contrary, it satirizes that laser tv is still an IQ tax, and promotes a wave of its own Mini LED technology.

This set of posters is actually to complete the Notice of Enforcement of Lost Judgment issued by Qingdao People's Court not long ago.

At the end of 20 19, TCL released some videos in Weibo and Tik Tok. In the video, TCL fictionalizes a hero, exaggerates laser tv of Hisense and uses obvious malicious words during the installation and use of laser tv.

As a result, TCL was brought to court by Hisense. Hisense employees directly took their own laser tv to court, and checked with the judge on the spot whether their products were light leaking or noisy.

This strong operation directly led to TCL losing the case in court. The court ordered TCL to compensate Hisense for 2 million yuan, and at the same time, it made a statement on the top of the official Weibo account 15 days to eliminate the adverse effects.

However, after the verdict came out, TCL expressed "dissatisfaction". Sure enough, in the "apology poster", TCL doesn't seem to be apologizing, but it seems to be promoting its own products.

This kind of apology will obviously not satisfy Hisense, so some insiders believe that "the war of words will continue or even escalate".

In fact, this is not the first time TCL has criticized laser tv in public. In 20 19, Zhang Shaoyong, then vice president of TCL Electronics, once said: "It is natural for OLED TVs and laser tv to sell well."

In a word, the home appliance industry is one of the most "involuted" industries in China. The "war" between TCL and Hisense is actually a confrontation between TV products, which have been rolled to the extreme and are in the process of finding differentiated selling points.

Stimulate new consumption

Behind the collision of different technologies, it also reveals the concern of color TV enterprises about the stock market share.

According to the data of Aowei Cloud, in the first half of 20021,the cumulative sales volume of China TV market was 178 1 10,000 sets, a year-on-year decrease of 14.7%. In the same period, the total shipments of the top seven TV brands in Chinese mainland were only14.64 million units, a year-on-year decrease of 16.66.

Different from the inherent market structure of other industries, the market share ranking of color TV industry often staged "You sing and I debut". The top five domestic brands in the industry are mainly Skyworth, Hisense, Changhong, Konka and TCL. In addition, Internet brands such as Xiaomi and Huawei are "attacking the city" in the color TV industry.

Some insiders believe that from the perspective of home appliances other than color TV, head enterprises are usually more obvious and the industrial structure is stable. With the improvement of technology, the average price of products in the whole industry will gradually move up. However, in the color TV industry, because the location of the head enterprises is not far from the top three echelons, and the entry of Internet brand players, it is extremely easy to cause vicious competition.

Under this background, the color TV industry encountered new difficulties in 2020 and 20021year.

Due to the shortage of display driver chips, polarizers, display glass and other materials and the increase in overseas demand, the price of TV panels has been rising for 12 months.

Peng Xiandong, general manager of GFK Zhongyikang Household Appliances Division, once said that the increasing cost pressure of enterprises, rising prices to curb consumption and weakening consumers' willingness to buy are all important reasons for restraining the development of color TV market in the first half of the year.

It is particularly noteworthy that the game of stock market leads to the differentiation of different technical paths within traditional TV manufacturers, and a large number of products related to new display technology enter the consumer market. Since 20 19, the scale of major new display technologies has been increasing year-on-year.

According to the data of Aowei Cloud, the sales volume in laser tv increased by 64.5% in 2020, and the compound growth rate from 20 16 to 2020 reached 133.7%. In the first half of the year, OLED TV 202 1 increased by 133.3%. Third-party market organizations predict that global OLED TV shipments will reach 665,438+10,000 units this year.

At present, in the industry, major manufacturers are stimulating consumers' new consumption demand through technology upgrading, and at the same time, they are laying out more application scenarios. Obviously, whoever can bet on the next generation of mainstream technology will become the king of the track.

Who is the mainstream of the future?

In recent years, color TV display technology has appeared in turn, and has experienced LCD, organic light emitting diode, quantum dot, laser, micro, mini and other technologies, while different color TV manufacturers choose different camps in the display technology, trying to convince consumers that their own display technology is the best.

Among them, LCD TV, commonly known as LCD TV, has the most mature technology. In the whole color TV industry, the sales of LCD TV can reach more than 90%, and it is the main force in the color TV industry. Every TV manufacturer basically has a layout in LCD TV.

With its cheap price and qualified display effect, LCD will remain the mainstream of the market at present and in the future. The key point is, who will win the baton and become the next generation mainstream TV technology: organic light emitting diode, MiniLED, MicroLED, QLED and laser tv?

Among them, organic light-emitting diodes are considered by most people to be the "stars" of the next generation of displays. Because it has the advantages of active luminescence, pure black display, rich and bright colors, and because it does not need backlight, it can make the screen thinner and more convenient. The main disadvantage is that the used organic materials age faster.

In the OLED camp, except Samsung and TCL, which don't sell OLED TVs, other manufacturers are basically involved, including Xiaomi, which has made rapid progress in the TV field in recent years.

Compared with organic light-emitting diodes, several new display technologies, such as MiniLED, MicroLED and QLED, have advantages in all aspects, but the only disadvantage is that they are expensive. For example, Samsung in the MicroLED camp recently launched a MicroLED display TV with a cost of several million yuan. It is conceivable that it will be difficult to popularize it on a large scale for a long time to come.

Different from before, the laser tv promoted by Hisense belongs to another technical path-the screen itself is made of a special resin material, which is equivalent to a "curtain". The image is projected onto the screen through a laser transmitter, and the principle is the same as that of a projector.

Compared with LCD technology, laser tv is easy to "get bigger", the price of laser tv with the same size is also lower than that of LCD, and laser tv is generally over 75 inches. Hisense has always taken the concept of "laser big screen selection" as a propaganda slogan and adhered to it in the field of laser big screen TV.

Compared with other TVs of the same size, laser tv has the advantages of lower cost and more convenient transportation. For consumers, compared with LCD TV of the same size, it also has the advantages of lower price and more eye protection. However, only when it is greater than 100 inch, the price in laser tv will have an advantage.

Generally speaking, several new display technologies are more in line with the future trend than traditional LCD TVs, including larger and thinner screens and higher-definition display effects. Different differentiated positioning also meets different consumer needs, which may be the most mainstream phenomenon in the future TV market, not just an LCD screen and a display technology.