4K TV has the so-called "true and false part"

Absrtact: Since last year, 4K TV sales have contributed a considerable amount of profits to the relevant manufacturing enterprises. But many consumers reflect the price difference between domestic and foreign brands of 4K TV, prices from thousands of to tens of thousands of yuan have, but do not know why. China Business Journal

Since last year, 4K TV sales, for the relevant production enterprises to contribute a considerable profit. But many consumers reflect the price difference between domestic and foreign brands of 4K TV, prices from thousands of to tens of thousands of yuan have, but do not know why. "China business newspaper" after the investigation found that 4K TV there is a so-called "true and false points." True 4K price is relatively high, but after the price of the machine has gradually decreased cost, false 4K relative price is lower, because many enterprises with "partial 4K" instead of "full 4K." Low-priced products can disrupt consumer perceptions and harm the development of the 4K industry.

4K TV price disparity in foreign capital

4K TV display technology originated in the beginning of 2013, also known as Super High-definition TV, physical resolution reached 3840x2160 pixel, is 4 times times the full HD, 9 times times the HD. At this resolution, the audience can see every detail in the picture, each close-up.

Reporters found in the store, 4K TV has become a brand monopoly area of the "Guest house." The same size products in foreign-funded products price disparity, to 55-inch TV, for example, the highest price is Sony, LG and other foreign brands, the price of up to 20,000 ~3 million yuan, domestic brands 55-inch 4K TV has fallen below 3000 yuan. 4K TV prices have fallen sharply, with the earliest models available in 2013 priced at 9000~2.5 million dollars.

The decline in the price of the machine benefited from the adjustment of the upstream panel price, most of the upstream panel manufacturers have voluntarily lowered the price of the 4K Panel, Panel industry agency display search data show that the panel price has fallen from 2014 to 380 U.S. dollars to 2015 years of 368 U.S. dollars. Allwin Consulting analyst Lina introduced, since the listing, along with the promotion of good product rate and the increase in supply of manufacturers, 4K panel prices all the way down, which group to create the head of the panel enterprises to drop the larger, 50-inch panel fell to about 30%. China star photoelectric related person said, 4K TV and full high-definition TV price multiples increasingly narrowing, 4K panel price drop to the whole end provides a large price reduction space.

For domestic brands have launched 2999 Yuan of 4K products have stepped on the cost Red line, a Shenzhen color TV brand spokesman insisted that the product must be made to make money, 4K can do so low prices, on the one hand, the enterprise industry chain on the control of a strong, on the other hand, due to the introduction of the net sales products, the cost can be reduced. "If the real store products at this price will be sold at a loss."

4K TV

For the price of foreign-owned enterprises such a big difference, Changhong Multimedia Industry company Responsible person revealed that the future will adopt Taiwan's panels to enhance price competitiveness. At present, 4K TV price reduction benefits from upstream and downstream linkage, Taiwan's panel enterprises and the integration of the whole enterprise system cost reduction. At present, Changhong uses the Korean panel and the Chinese mainland enterprise 4K panel less, mainly from Taiwan, China.

The high-end 4K TVs used by foreign companies are Korean and Japanese panels, and most of Samsung and LG's panels come from their own brands. Sharp PR director to the reporter showed the use of their own panels 4K TV, these products will be posted "Original imported LCD screen" words. Because the original display price is high, in order to separate pricing, capture more levels of consumers, but also a part of the outward mining. But the person responsible did not disclose the source of the foreign mining. Reporter learned that at present, Taiwan and mainland China production of 4K panels and Korean, Japanese series 4K panels still have a big price difference.

In addition, the head of a Korean-owned enterprise to reporters blew up the 4K industry panel price difference inside. At present, the company has two types of 4K panels, a refresh rate is 120HZ, one is 240HZ. The refresh rate is the number of times the electron beam repeats the image on the screen. The higher the refresh rate, the better the display image (picture) stability. Refresh rate will directly determine the 4K panel price, 240HZ panel price is about twice times the price of 120HZ panel. "We set up the ratio of the two panels according to the customer's demand." At present, the situation from the digital feedback, that is, the beginning of the 4K TV, 240HZ products accounted for a large proportion of the current 120HZ panel has the potential to overtake. The person in charge discloses.

Realize true 4K not only need 4K panel, but also need to follow the professional implementation of really 4K not only need 4K panel, also need follow-up professional processing process, can realize 4 K. A skilled worker told reporters that even if the use of the same panel, back-end engine chip, connector line number of different, display the effect is also different, such as from the circuit to the Panel connector is 16, the display is 4kx2k effect, and if 8 is 4kx1k, which is called part of the 4K products.

There is also the difference is whether the 4K chip is independent of the front panel, the Panel integrated chip display effect is not as independent. Chip manufacturers told reporters that the current 4 K chip is divided into two kinds, one is 32-bit chip, one is 16-bit chip. The difference of the speed of the chip determines the difference of the imaging speed.

Panel, processing engineering, chips, the above three factors determine the cost difference, the reaction in the terminal price is not the same.

Beijing Gaoshengji Lion Culture Communication Co., Ltd. chief analyst Ma Junying that at first the machine manufacturers to 4K TV price higher is the hope to use 4K to improve profit margins; But after more machine factory hope in the 4K two years to quickly seize the market, so 4K machine also appeared a general price reduction. The price of the terminal TV will increase the consumers ' acceptance of 4K, thereby increasing the permeability of 4K. The Panel factory is undoubtedly a positive phenomenon.

But some industry insiders expressed concern that the popularity of some 4K, or fake 4K, could hurt the industry. The dissemination of the display mode depends largely on the Word-of-mouth effect, if False 4K gives consumers the impression that the damage will be the development of the entire industry.

For how to help consumers screening "true and false" 4 K, Ministry of Digital Television standards Compliance Testing Center Director Zhang Subing told reporters, technically speaking, the real 4K products, from the chip to the screen to the software design should achieve comprehensive results. At present, the Institute of Standardization is also developing 4K standards. After the introduction of product standards, will be clear norms of performance indicators, and there is a unified test method. According to this method, to achieve performance requirements, is the real 4K products. Now the standard draft may have been completed, and may have to go through the process of soliciting opinions and discussions. After the introduction of standards, certification bodies, testing institutions will carry out the relevant testing certification, after the qualified products will be posted for identification, easy for consumers to buy.