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>> Giants compete in high-end TV: Samsung Force 8K LGD Plus OLED 26th,April,2019
On the afternoon of Sunday, April 14, the first floor of the Tianhe City in Guangzhou was crowded with hundreds of people in front of the Samsung TV booth to experience its latest 8K TV products.
As a mature business district in Guangzhou, Tianhe City is a weekend leisure choice for many middle-class families, and it is also the second stop of Samsung 8K TV new products after Shenzhen's first launch. The relevant person in charge of Samsung TV told the 21st Century Business Herald that South China is Samsung's key strategic market and a battleground for high-end TV.
The new trend of the high-end TV market, as early as a week ago, the Shenzhen China Telecom Expo (CITE) released a strong signal, in addition to Skyworth, Konka, TCL and other Shenzhen TV "land snake", Hisense, Changhong and LGD and other domestic and foreign manufacturers are Showcase its latest TV products and technologies.
Among them, OLED, 8K as the hottest topic in the current color TV market, almost took the focus of the audience. LGD not only brings its 88-inch 8K OLED self-sounding TV, but also highlights the OLED's flexible features and value in commercial channels. LGD Global Marketing Department executive high standard Rong believes that with Hisense's participation in the OLED camp this year, it will provide consumers with more choices of OLED TV products. This competition is benign and will further promote the development of the high-end TV market.
High-end competition
According to the latest sharing data from Skyworth, the sales volume of the color TV industry in the first quarter of this year increased by 14.4% according to the cumulative volume of the week. If the total volume of Avi Cloud (AVC) is pushed, the sales volume of the industry will increase by 25%, but the sales of Skyworth TV will increase by 8.2%.
Among them, in the high-end TV products, 4K ultra-high-definition TVs increased by 13.1% year-on-year, products above 65吋 increased by 62.8%, and products above 75吋 increased by 322.8%. TCL Electronics (01070.HK) reported a significant increase in sales of TV sets by 32.5% year-on-year to 8.43 million units. Overseas markets and 4K TVs are the main contributors. In the first quarter, TCL 4K TV sales increased by more than 80% year-on-year.
"The development of ultra-high-definition has driven the overall sales structure to be high-end and ultra-large-scale. The market share of the domestic market has increased by 4% year-on-year, and the gross profit margin has improved significantly." The relevant person in charge of Skyworth Group told reporters. .
Aowei Cloud Network (AVC) data disclosed that in the first two months of this year, the domestic high-end TV market (6000 yuan + product) sold 594,000 units, with sales of 5.62 billion yuan. Among them, 65吋 products are the most popular, with high-end TV sales accounting for 50.5% in January and February, followed by 55吋 and 75吋, accounting for 22.8% and 13.8% respectively. In terms of regions, East China, Central South and Southwest China are the main battlefields for high-end TVs, ranking the top three in the country with 42.7%, 22.6% and 12.6% sales.
“China has a market size of 56 million units and is the world's largest single TV market. Secondly, from the history of TV and display development, from 3D to 4K, UHD, and the acceptance of new technologies is the strongest and most Fast market. Third, according to our understanding that China has 220 million middle class, the purchasing power of the middle class is gradually increasing.” Gao Zhengrong believes that with the improvement of purchasing power, the ability to accept new technologies, and the huge In the market, China's role in leading the development of technology in the global market will become more and more obvious.
Samsung: Take the lead in 8K
Dong Min, vice president of Avi Cloud (AVC), pointed out that the current homogenization problem of color TV market is serious, and the homogenization rate of LCD TV and smart TV products is as high as 97.4% and 92.2%. In contrast, the homogenization of 4K TV is much lower, at 66.8%.
On March 1 this year, the Ministry of Industry and Information Technology, the State Administration of Radio and Television, and the Central Radio and Television General Administration issued the "Ultra HD Video Industry Development Action Plan (2019-2022)". It is foreseeable that under the blessing of national policies, China's color TV market will accelerate into the 4K ultra-HD era. At this time, Samsung took the lead in launching the promotion of 8K TV. Obviously, it is necessary to lay out and seize the right to speak in the high-end market in advance.
In the 4K and 8K comparison experience on the spot, consumers are excited from time to time, because it is easier to distinguish the difference between the two on the screen from the naked eye. However, Gao Zhengrong believes that 8K is only a relatively important technology in terms of TV definition, but it is not the only factor in the definition of high-end market.
In his view, in the current state of 4K content is still relatively poor, the popularity of 8K will take time. "By 2020, the world expects about 20% of 4K TV content. Last October, CCTV began to export 4K TV content. According to the plan, China's 4K playback time per year is 10,000 hours, but even then, 4K content in the Chinese market is only about 1%."
In this regard, Samsung Electronics Greater China District Consumer Electronics Department Southern District color TV sales general manager Zhu Xi said that in response to the current lack of 8K content, Samsung is intelligently analyzing images through 8K AI Upscaling technology to identify and enhance Image quality details, upgrade a variety of source content to close to 8K quality, improve picture quality and sound performance.
LGD: Comprehensive advancement of OLED
As the representative of the two major display technologies in Korea, Samsung and LG have chosen a different path. Also for the Chinese market, LGD will hope to look forward to OLED - this new generation of display technology.
"The global TV market has been in a downward trend. The Chinese TV market has also started to decline since 2016. The 75-inch TV is sold for less than 5,000 yuan. This price is very low." Gao Zhengrong believes that in recent years, panel makers at home and abroad have been The huge investment in LCDs has brought about undesirable results such as oversupply.
Affected by the decline in the price of large-size LCD panels, LGD lost 179 billion won in 2018 (a contract of 1.078 billion yuan). But the good news is that last year's large-size OLED panel shipments reached 2.9 million, accounting for more than 20% of total sales. It is also the first profit in five years since the large-size OLED panel was launched. In 2019, LGD will accelerate its transition from LCD to OLED.
With this year's Hisense joined the OLED camp, LGD further increased its promotion and promotion of OLED. “We also advise customers to provide differentiated strategies.” Gao said that the main OLED customers of LGD include Skyworth, Changhong, Konka, Sony and Hisense, but the strategies are different, such as the first time in China this year. Hisense, which launched OLED TV, paid more attention to CSO (spontaneous sound TV); Skyworth, which promoted OLED at the earliest, has already pushed CSO, and this year will pay more attention to wallpaper TV.
It is reported that Skyworth will cooperate with local European brands in the market with strong artistic atmosphere such as Europe this year to launch a more artistic TV to highlight the characteristics of flexible display of OLED. As the sole supplier of large-screen OLED panels, LGD not only participated in the Shanghai AWE exhibition for the first time this year, but also exhibited wallpaper TV, transparent OLED, and other uses of OLED in car and commercial display at the Shenzhen Xinbo Expo. A glimpse.
In Gao Jurong's view, the biggest challenge now is how to let more consumers understand the value of OLED. "Sales are not our main goal, let high-end consumers realize the value of OLED. This is our main focus. The direction." He said that OLED will not consider the low-end market for the time being, but it will be subdivided in the high-end market. "For example, the top-end market is more than 2,000 US dollars, the middle is 1500-2000 US dollars, and the lowest is 1000- $1,500."
The reporter noted that with the continuous expansion of the OLED camp, the minimum consumption threshold for OLED TV has dropped from the initial 10,000 yuan to more than 6,000 yuan today. In addition, the LGD Guangzhou plant will be put into operation in the third quarter of this year, when the supply of large-screen OLED panels will be relieved to some extent.
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