Domestic color TV manufacturers are facing two major exams. The domestic color TV market is becoming saturated, and has changed from an incremental market to a stock market. Under the new market environment, is it to continue to “price-for-market” or to find another way out? Another more serious test is: the global color TV industry is entering A new development of the new crucifixion point, the traditional liquid crystal display technology is facing the elimination, facing the next generation of display technology - OLED and quantum dots, the choice of domestic color TV manufacturers will determine the fate and status of the next decade or so.
Technology drives the brand's high-end path
The first question is that some color TV manufacturers have made the choices - if manufacturers want to stand out in the fierce competition, they must switch from "than low price" to "higher than price", "higher than high", "than technology" and "Better than the brand".
At present, domestic color TV manufacturers TCL, Skyworth, etc. are gradually keeping up with such development strategies. For example, at the beginning of this year, TCL proposed externally, the management assessment of enterprises, will introduce the color TV brand index, and will increase the proportion of high-end products. At the recent financial news conference, Skyworth executives also revealed that focusing on large-screen, ultra-high-definition 4K and smart TV products and adhering to the high-end route are the main reasons for Skyworth's stable profit in the fierce competition and sharp rise in panel prices.
According to industry analysts, TV is still a technology-led industry. In the "Korean-Japanese War" a few years ago, Korean companies surpassed Japanese companies in the fierce competition and became more and more successful in the global market. This is inseparable from their products. Continuous innovation, leading development trends and localization and other development strategies. Take Samsung as an example, its core product philosophy is to improve the quality of color TV sets to stabilize its high-end customer market. In recent years, Samsung has continued to exert its strength in high-end technology, and high-end technologies such as curved surface, 4K, and intelligence have been followed by later.
How to break the "circle sitting in the village" cycle?
Among the technologies that can improve the quality of color TV pictures, the next-generation display technology— OLED display and quantum dots—is the most popular, and laser TV is also attracting attention. Which technology to choose to bless your own "brand high-end" strategy is the second major test for color TV manufacturers.
In the past ten years, the rules for the domestic color TV market to “take turns to sit in the village” are obvious. The earliest boss is Changhong. After entering 2000, the Changhong, which has been wrongly charged with plasma, fell. First, Konka took the position of the boss, and TCL followed the stick. Then it was the turn of Skyworth and Hisense. The reason is that the industry believes: "If the first place does not keep up with the pace in the next round of technology and product transformation, the first will carry the burden, and the other brand will keep up and become the first."
In contrast, Samsung has defended the championship for ten years in the world. In the battle of a decade ago, Samsung replaced the Sony with the innovation of LED backlight, and also established its first position in the global color TV market. Judging from the recent report released by Beijing Qunzhi Marketing Consulting, Samsung has won 11 consecutive championships. According to the report, Samsung Electronics led the global TV supply in 2016 with a percentage of 19.7%, which is almost equal to the sum of the domestic “Three Heroes” TCL (7.6%), Hisense (7.1%) and Skyworth (6.6%).
The most important reason for defending for ten consecutive years is Samsung's accurate prediction and selection of the next generation of technology. At this crossroads where technology is rapidly changing, Samsung has chosen quantum dot technology. Can domestic manufacturers keep up with the rhythm? At present, Skyworth, Hisense and TCL, which are in the first step of domestic color TV, have their own actions. Skyworth has formed an alliance with LGD through capital; TCL has independently researched the quantum dot path through Huaxing Optoelectronics Investment Innovation Co., Ltd.; Hisense chose to independently develop laser TV.
However, the industry believes that the core technologies of laser TV, quantum dots and OOLED are in the hands of Japanese and Korean companies. Domestic color TV manufacturers are struggling to invest in upstream R&D. This is a way to break the monopoly of technology, but compared with Japanese and Korean companies, the amount invested. And the time and the core technology mastered are temporarily at a disadvantage, and the future is uncertain.