The large-screen TV market is becoming a new battlefield for the living room economy. The battle between OLED and quantum dots is still in full swing, and laser TV has quietly joined the battle. Recently, Nut launched a new 100-inch Nut SC laser TV, priced at 9,998 yuan, which is close to the 10,000 yuan laser TV released by Xiaomi in June 2017.
At the 2018 International Consumer Electronics Show (CES) in early January, major giants released 8K, OLED and other future display technology products. Hisense and Changhong's 4K laser TV series products also became a highlight.
However, the reporter recently visited various major electronics stores in Beijing and learned that laser TV is still a niche product, and the major brands in the market have different display effects.
Industry insiders pointed out that at present, laser TV is still in its infancy, and the form of laser TV will take time for consumers to understand, digest and accept.
In response, the reporters sent letters to the Nut Laser Theater and Hisense Electric to interview the current development of the company's laser TV business and related strategic plans, but as of press time, no response from the above companies has been obtained.
Limited market?Simply put, unlike traditional TVs that emit light through a screen, a laser TV is composed of a laser light source projector and a projection screen that use reflective ultra-short throw projection technology, and can display a good picture in a high-brightness environment.
At the CES show early this year, Hisense displayed 80-inch, 88-inch, 100-inch, and 150-inch laser TV products, and launched a 150-inch two-color 4K laser theater; another domestic manufacturer, Changhong, also released the world's first home three-color 4K The new laser TV C7TU, and released the world's first laser display optical screen spontaneous sound system.
In fact, since 2016, Internet companies such as Xiaomi, Nuts, and Ximi have also joined the laser TV camp. Xiaomi, which has always been known as the "price butcher", also released laser TV products at a price of 9999 yuan in June last year; this year 1 In March, the Nutmeg Smart Cinema pushed the price of new products directly to Xiaomi, setting off a battle for laser TV within 10,000 yuan.
However, a recent Japanese newspaper reporter visited many home appliance stores in Beijing and learned that laser TV is still a niche product compared to traditional large-screen TV sales. At a Suning Tesco store in Xicheng District, Beijing, the reporter noticed that Hisense Laser TV opened a special exhibition hall, but only a 100-inch laser TV was displayed, with a price of nearly 70,000 yuan. The salesperson told reporters that the laser TV sales were pretty good, and one or two units could be sold a month. However, another brand's 100-inch laser TV with a price of more than 30,000 yuan is basically uninterested.
"The main thing is to look at the demand. At present, the customers who buy laser TV are mainly commercial, mostly used in conference rooms, but this kind of demand does not have high requirements for picture quality; in addition, a few consumers are movie lovers, hoping to build a family at home The effect of the theater is more stable than that of the traditional TV, and the laser TV picture is more stable, and it is not easy to cause visual fatigue. "A salesperson admits that the current laser TV display effects are different, and most products on the market are still 2K or even less than 2K. effect. Even for 4K laser TVs, the current lack of film sources is still a major promotion problem.
Liang Zhenpeng, a senior observer in the home appliance industry, told this reporter that the essence of laser TV is still a "laser projector." The difference is that a laser projector with a screen, sound, and TV chip is transformed into a "laser TV." ". "Because laser TV has inherent technical disadvantages in brightness, resolution, contrast, etc., it cannot display good visual effects in a bright environment, and it is time-consuming and laborious to install and debug. Therefore, laser TV is more suitable for meetings, Office, education and other commercial markets, rather than individual consumer markets. "Liang Zhenpeng said.
Competing for the large-screen market in the living roomSince the development of display technology, from plasma technology to liquid crystal technology to today's popular OLED and quantum dots, it has gone through many iterations. But in fact, laser TV is not a new technology. As early as the 1990s, the prototype of laser TV has appeared. In 2005, Sony built a 500-square-meter laser theater at the Aichi Expo. Since then, Sony, Mitsubishi, Panasonic, Toshiba, Samsung and other Japanese and Korean companies have researched or launched laser TV products, but in the end they were not popular because of immature technology.
In recent years, with the upgrading of consumption, seizing the large-screen market in the living room has become one of the major growth points of major TV manufacturers. In 2014, Hisense, Changhong, Konka and others launched laser TVs one after another. There is a saying in the industry that 2015 is called the "first year" of laser projection display.
However, the real explosion of laser TV appeared in 2017. According to the "2017 China Color TV Market Summary Report" recently released by Aoweiyun.com, laser TV sales in 2017 increased by 200% compared with 2016. But it is worth noting that at present, the absolute value of laser TV sales relative to the entire color TV market capacity can be said to be minimal. Aowei Cloud's total number of omnichannel push shows that in 2017, China's total sales of laser TV was only 76,000 units, and it is expected that it will reach 164,000 units in 2018. In 2017, the retail sales of China's color TV market dropped by 6.6% year-on-year, and there were still 47.52 million units sold.
"Overall, laser TV has great potential in the differentiated product market segment, and has grown very fast in recent years. The advantages of laser TV are more obvious. With the maturity of technology, higher brightness can be achieved at present And resolution, 4K laser TV is also rapidly popularized. However, on the whole, laser TV is still in the embryonic stage of development. The TV form of laser TV will take time for consumers to understand, digest and accept. Director Cui Jilong told this reporter that although the laser TV is cheaper than the LCD TV of the same size in terms of price, the absolute value of the selling price is still relatively expensive. At present, the only major brands that promote laser TV are Hisense and Changhong, which are not the majority of the entire TV brand group, resulting in a low laser TV penetration rate.
The reporter noticed at Suning Tesco and other home appliance stores that the current mainstream 100-inch traditional brand laser TV products are priced at tens of thousands of yuan, while Jingdong Mall shows that some Internet brand laser TV prices are around 10,000 yuan. "The price is very cheap related to product specifications and standards. Some low-profile laser TVs will also disrupt the market and affect the consumer experience of laser TVs." Cui Jilong said.
In the opinion of the industry, the current large-size TV has become the mainstream development trend. With the reduction in panel prices, the price of large-size traditional TVs will continue to be close to consumers. "The penetration rate of 65 / 75-inch large-size TVs will increase rapidly. In the future, in the ultra-large-size market, laser TVs and traditional TVs will form a certain competition." Cui Jilong said.
At the same time, according to the "2017 China Color TV Market Summary Report" released by Aowei Cloud, in 2017, the market share of large-screen color TVs showed an increasing trend. After the 55-inch market share reached 1/3, 65-inch became the industry's most concerned. Large size, the market share of large size of 65 inches and above increased by 2.5% in 2017. In 2018, with the successive production of several 10.5 generation lines, 65 inches will continue to maintain rapid growth in the future.
In the opinion of Lu Jianbo, a research expert in the home appliance industry (market), the future development of laser TV cannot be denied. Of course, this has a lot to do with price and technology. Whether laser TV technology can mature as soon as possible is crucial.
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