Domestic color TV manufacturers are facing two big tests. The domestic color TV market tends to be saturated, has changed from an incremental market to a stock market, in the new market environment, should it continue to "exchange prices for markets", or find another way? Another more severe test is: the global color TV industry is entering a new cross-turning point of development, traditional liquid crystal display technology is facing elimination, in the face of the next generation of display technology——— OLED and quantum dots, the choice of domestic color TV manufacturers will determine its fate and status in the next ten years.

Technology-driven to take the high-end path of the brand

The first problem is that color TV manufacturers have made a choice——— manufacturers want to stand out in the fierce competition, they must switch from "lower price" to "higher price", "higher than high-end", "than technology" and "than brand" ideas.

At present, domestic color TV manufacturers T C L, Skyworth, etc. are gradually keeping up with such a development strategy. For example, at the beginning of this year, T C L proposed that the management assessment of enterprises will introduce the indicator of color TV brand index, and will increase the proportion of high-end products. At the recent earnings 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 is the main reason for Skyworth to maintain stable profits amid fierce competition and sharp rise in panel prices.

Industry insiders pointed out that TV is still a technology-led industry after all, in the "Korea-Japan War" a few years ago, Korean companies surpassed Japanese companies in the fierce competition, and became more and more successful in the global market, which is inseparable from the continuous innovation of its products, leading the development trend and localization and other development strategies. Taking Samsung as an example, its core product concept is to improve the picture quality of color TVs and stabilize its high-end customer market. In recent years, Samsung has continued to make efforts in high-end technology, and high-end technologies such as curved surfaces, 4K, and intelligence have been imitated by latecomers.

How to break the "taking turns to sit in the village" circle?

Among the current technologies that can improve the picture quality of color TVs, the next generation of display technology——— OLED displays and quantum dots have attracted the most attention, and laser TV has also attracted much attention. Which technology to choose to support their "brand premium" strategy is the second big test faced by color TV manufacturers.

In the past ten years, the rules of the domestic color TV market "taking turns to sit in the bank" are obvious, the earliest boss is Changhong, after entering 2000, Changhong who misbet on plasma embarrassingly fell, first Konka sat in the position of the boss, TCL followed closely with the baton, and 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 be burdened, and another brand will follow and become the first." ”

Samsung, on the other hand, has been defending its global title for ten years. Ten years ago, Samsung jumped to the top with the innovation of LED backlights, replacing Sony, and also established its position as the first in the global color TV market. Judging from the recent report released by Beijing Qunzhi Marketing Consulting, Samsung has won the eleventh consecutive championship. According to the report, Samsung Electronics led the global TV supply in 19 with a proportion of 7.2016%, 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 the title for ten consecutive years is Samsung's accurate prediction and selection of next-generation technologies. At this crossroads of rapid technological change, 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 tier of domestic color TVs, have their own actions. Skyworth formed an alliance with LGD through capital; TCL independently researched quantum dot paths through CSOT Investment and Innovation Company; Hisense chose to independently develop laser TVs.

However, industry insiders believe that the core technologies of laser TV, quantum dots, and OOLED are in the hands of Japanese and South Korean companies, and domestic color TV manufacturers strive to invest in upstream research and development, which is a way to break the technology monopoly, but compared with Japanese and Korean companies, the amount and time invested and the core technologies mastered are temporarily inferior, and the future is uncertain.