Chinese TV standing at the crossroads

650) this.width=650; "class=" AlignCenter size-full wp-image-5906 "alt=" Picture 2 "src=" http://www.kjxfx.com/wp-content/ Uploads/2015/08/2015-08-3079.png "width=" 491 "height=" 323 "style=" height:auto;vertical-align:middle;border:0px; margin:0px auto; "/>

China TV market, what is the status quo? The latest set of data shows that in the first half of 2015, China's television shipments of 23.41 million units, is the same time worldwide shipments of 23%, become the world's first. Compared with 22.17 million sales in the first half of 2014, only about 5.6% increase, the situation is still relatively grim.

Corresponding to this, it is the voice of "recession" in the Chinese television industry. Profit is depressed, technically difficult to form a breakthrough, and good at "exhausted their energy" internet enterprises into the television market, but also for the prospects of China's television industry overshadowed. One side is the market blue sea, one side is the profit "Red Sea", why the emergence of such a "high contrast" phenomenon, open the appearance behind let us a glimpse.

Marketing war, Hardware war, price war, domestic television embarrassment

Because the upstream manufacturers master the core technology, hardware, domestic TV manufacturers have already appeared serious homogeneity. This makes the high-definition, smart TV in the process of increasing the demand for large-size screens in the Chinese market, showing a surface boom, but the industry sold more and more losses.

With the Internet enterprises into the television market, its sword-pifo internet Marketing model to a certain extent to enhance the attention of the public consumers. But more, is to bring impetuous atmosphere. Do not pursue independent technology research and development and innovation, only the marketing means of the non-downline and "suction" degree, so that the entire Chinese television industry in the blind pursuit of "overnight fame", "overnight rich" in the competition. Really sink the heart of independent technology research and development, but appear some "non-mainstream."

Television hardware itself as the most important carrier of marketing, showing a serious "fawning" phenomenon. Sharp Panel, the original Samsung 4K screen, Sony speakers, foreign top processors, etc., become the most happy to use the hardware terminology of domestic TV brands. In the complacent, show their superior integration strength behind, I see is the independent research and development technology input cost huge fear, the lack of self-confidence. Only foreign ordinary, or even outdated hardware to comfort their empty heart, and even "deceive" common sense and the ability to discern the lack of consumers.

For example, some business advocates of the four-color 4K is the South Korean LG launched a cheap 4K scheme, in Europe is not allowed to be called 4K TV, and even LG itself does not carry the technology on its own products. But the four-color 4K this industry recognized "pseudo 4K" is part of the business is said to be the highest end of the 4K products, so many consumers spent money.

Similar hardware sources directly led to the problem of domestic TV homogeneity, in order to compete for market share, only once again into the old-fashioned price war. Kill 1000, self-loss 800 of the bloody lesson, proved that China's television industry has been forced into a small development potential, cramped intersection environment.

At present the Chinese television market popular marketing war, the hardware war, the price war behind, actually is the technical queued--only will hold upstream international giant "thigh", does not have the innovation, has not mastered the core technology, is willing to face the board, the chip manufacturer's "dealer". This is a regressive, dangerous signal.

Uled challenge giant domestic TV brand to get out of the new road

The lack of domestic TV brand in the independent technology is fatal to the development of the whole TV market. The Internet TV brand of the spoiler, but also let China's television industry slide to the bottomless abyss. In such a complex situation, there are some traditional TV manufacturers choose to try to break through the technology. On August 27, the Chinese color TV "one elder brother"--Hisense chooses to launch in New York the propaganda "uled television which carries the most advanced display technology".

Why have you chosen to expose your products in New York, the World Center for Technology? The technical self-confidence may be the reason for them to add courage. Hisense Uled relies on multi-zonal dynamic backlight control technology, high-quality processing engine, to achieve a significant breakthrough in display technology, in the picture brightness/contrast/smoothness/response speed, layered sense, dark field details, color precision reduction and more than the traditional LED display has a significant increase, Its quality performance in a number of subjective evaluation data has been completely beyond the OLED and other display technology. With the industry recognized top-notch Korean Samsung, LG, respectively, the use of SUHD and OLED technology as an example, uled can show a richer color range. In the display of high contrast, multi-color picture, can restore a more realistic image of the world.

Although the picture is more realistic, but the power consumption does not rise and fall. At the same time, Uled has an advantage over OLED, which is that the price of OLED is too high and the image quality is not so obvious. The advent of uled represents the highest price for Chinese television in the United States (other Chinese TVs do not have more than $1000 in the US), the highest-end product of Samsung. Hisense TV with uled panel technology, as long as $2999. The Samsung 65-inch LCD TV with SUHD panel technology and the $6999 LG 65 inch with OLED panel technology are cheaper and cost-effective than the $4500 price.

This size is also a 65-inch uled TV, even for some accustomed to the use of foreign panels of domestic manufacturers ashamed. Because of the high price of OLED panels, and even some accounted for the original cost of TV 80%, so as to play the cheap banner of music, millet and other domestic internet TV brands are afraid to use this technology.

With the popularization of 4K technology, domestic traditional TV manufacturers and internet TV brands also urgently need technology update. Due to the lack of advanced panel technology, it may continue to rely on the purchase of foreign products for a long period of time to arm themselves. The problems such as profit erosion and concentration of homogeneous phenomena make the independent technological innovation become imminent.

The appearance of Uled proves that the domestic TV brand can break the wrist with the international giants in the cutting-edge, independent research and development technology. Even in direct confrontation, it can prevail. Domestic TV brand or will take this as an opportunity to embark on an independent technology-oriented new development road.

Thinking behind: No technology, no survival

The OLED panel technology behind is LG in the lead, and LG in order to launch a technology competition with Samsung, spending huge sums of money to promote. In contrast, the domestic production of OLED TV companies are using LG panel. Finally, the core resources and about 90% of the cost of control in the hands of LG, domestic TV brands have no control of their ability.

No real leading independent technology, only in the marketing war, hardware warfare, price war play tricks, domestic TV brand has always only Pianan corner, can not usher in greater development. More serious is that the lack of independent advanced technology, so that domestic TV brand by the international giants to choke the throat, everywhere constraints, and how to toss can not jump out of others delineated scope. Even more efforts are just for others to "do the wedding dress."

The loss of independent technology means that domestic TV brands have lost their voice in the TV market and become the "vassal" of the commercial international giants. This is a significant disadvantage for China's television industry, which is in need of transformation and upgrading to cope with the changing needs of consumer living room entertainment and mobile smart terminals. Stand in the direction of the future development of the crossroads, abandon the independent technology, in fact, has lost the initiative of transformation and upgrading.

And Uled's launch, undoubtedly to China's television industry to guide a new direction of development: no technology, not survive. Only truly master The independent core technology, and have absolute self-confidence, domestic TV brand can go farther on the road of transformation, can stand at the crossroads will not be confused, at a loss, the fate of the final grasp in their hands. Although domestic television brands, especially Internet brands, have struggled to develop their own technologies from now on, the more they procrastinate, the greater the damage they will inflict. More self-confidence, do it immediately, is always not wrong. (New discoveries of science and Technology, Constantine/Wen)

If you need to reprint this article, please contact qq:102927545 and indicate the source

New technology Discovery official public number: KEJXFX

Chinese TV standing at the crossroads