The "Made in China 2025" technology roadmap for key areas clearly puts forward the development of laser display technology as a major focus. The plan proposes that "by 2020, for 100-inch high-definition laser home theaters, the color gamut space needs to reach 160% NTSC; and by 2025, for 200-inch ultra-high-definition laser display products, the color gamut space needs to reach 200%. NTSC" specific goals. It can be seen from the clear data indicators that the laser display technology has risen to the height of the national strategy, and laser TV will inevitably achieve considerable development in the future.
As early as four years ago, Hisense, a leading company in the Chinese TV field, introduced the world's first 100-inch laser TV for home use to the market. In 2017, the domestic laser TV market rose rapidly with a growth rate of nearly 200%, becoming the category with the highest growth rate among TV products. Among them, in the market above 80 inches, laser TV sales accounted for more than 60%. Hisense alone has a share of 42.8% and has been exported to the United States, Europe, Australia and other countries.
At present, traditional TV manufacturers such as Hisense and Changhong have invested heavily in laser TV research and development, while the investment of one of the TV giants, TCL, is obviously lower than that of the first two. Internet companies such as Xiaomi, Nuts, and XGIMI are also trying their best to seize this potential market and launch laser TVs that are relatively affordable in terms of prices. Generally speaking, at present, more than 20 domestic enterprises have chosen to join the laser TV field, and the industrial structure has basically taken shape.
Laser TV market space continues to be released
With the continuous maturity of laser TV related technologies, its market is also expanding. According to data from Zhongyikang, in 2017, the domestic color TV market tended to shrink as a whole. The total retail volume was 47.81 million units, a decrease of 8.1% compared with the previous year. However, the total sales of laser TVs was 70,000 units, compared with 2016. The increase was as high as 226%. The industry predicts that laser TV is expected to continue its doubling growth trend again in 2018.
A few years ago, the overall market for laser TVs was very small, and the high production costs led to their high prices. In addition, the market size is too small to constitute a prerequisite for diluting the production cost of products, which brings resistance to the price drop of laser TVs. Due to the lack of technological maturity and the constraints of the narrow market space, manufacturers have different views on the future of laser TVs. With the opening of the laser TV market, manufacturers have gradually recognized that laser display will become one of the mainstream directions of display technology in the future.
Taking the development of mobile phones as a reference, in the early years, 3.7-inch screens were already very large for smart phones. Before 5.5 inches was officially popularized, 4.2 inches was once considered the best size for mobile phone screens. However, with the advent of full-screen technology, mobile phone screens have entered the 6.0-inch barrier. In terms of TV, when LCD TVs replaced plasma TVs, they also experienced the 42-inch mainstream, to the 55-inch mainstream, and now the 65-inch is also beginning to become the mainstream. The laser TV is a huge collision with traditional TV and a subversion of the concept of TV form.
China's laser TV industry pattern
At present, in terms of the distribution of the optical machinery R&D industry, China has gradually formed the overall distribution pattern of the Pearl River Delta, the Yangtze River Delta, the Southwest Region, and Taiwan. Laser display is a highly intelligence-intensive industry, which must have strong scientific research capabilities, huge capital investment, and good production capacity for transformation of results. The regions mentioned above have outstanding advantages in talent reserves, capital investment, and precision electronics manufacturing and processing.
The southwest region is a core area of ​​laser TV, especially Sichuan is the most prominent. Sichuan basically has a complete laser TV industry chain. Among them, Jiutian Optics occupies a very important position in the research and development of optical engines in China, and it is an innovative company specializing in the research and development of laser displays. Changhong, a time-honored domestic TV brand, has also begun to make efforts in the manufacture and marketing of laser TV sets in recent years.
When it comes to laser TV, Hisense has to be mentioned. Although far away in Qingdao, Shandong, Hisense Laser TV still maintains a dominant advantage. However, due to the influence of its own LCD business, Hisense has been early in the deployment of laser TVs, but has always maintained a cautious attitude. The product line layout is mainly high-end products, separated from its own LCD TV zone by price. At present, Hisense has mastered the optical engine development and production technology.
The optoelectronic industry in Taiwan developed earlier and has rich experience in R&D and production. Among them, the veteran laser projection foundry Zhongqiang Optoelectronics is one that has to be mentioned. As the giant behind the Nuts, XGIMI and other brands, the R&D and manufacturing capabilities of Zhongqiang Optoelectronics cannot be underestimated, and Optoma is its main well-known brand.
In addition, the Yangtze River Delta is also an important gathering place for laser display technology in my country. Among them, there are several important laser TV manufacturers in Shanghai and Yixing. The most representative of them are Shengzhi from Shanghai and Shimeile from Jiangsu.
The core of the Pearl River Delta is Shenzhen. Not only does Shenzhen have an earlier industrial layout, it also has an advantage that mainland provinces cannot match in terms of market-oriented operation. In Shenzhen, a hot spot for innovation, there are many well-known companies in the industry, such as Guangfeng Optoelectronics, Diwei Video, and Jinyanwei. Among them, Jinyan Micro Technology, as a precision electronic development solution provider, has completed the entire industrial chain layout from optical engine to complete machine manufacturing by controlling Jiutian Optics, and has become a dark horse in the laser display industry. Guangfeng Optoelectronics, a long-established player in the industry, has gained a lot of fame due to the foundry of Xiaomi Mijia Laser TV in 2017. At present, in addition to providing ODM services to Xiaomi, it also has its own brands.
Laser TV is an opportunity for domestic manufacturers
Starting from black and white TVs, to color picture tube TVs, LCD TVs, and even quantum dot TVs and OLED TVs, the display technology has undergone many iterations and upgrades. But in these iterative processes, China's color TV industry has been acting as a follower. In the LCD flat panel era, LCD modules and core display technologies, which account for 80% of the cost of TVs, are almost all controlled by Japanese and Korean panel manufacturers, and Chinese brands lack the initiative in core technologies. The arrival of laser TV is a subversion of the traditional display method. China has obviously more advantages in this field, and it is an excellent opportunity for overtaking in curves.
The Chinese market has two major elements for the development of the laser TV industry: a relatively complete industrial chain and a huge consumer population. Compared with LCD TVs, the color gamut coverage of laser TVs has increased from 62% to more than 90%, and the color performance capability is 3 times that of the former; in addition, the price and weight are only one-tenth of the same size LCD TVs. , The power consumption is one-half of the LCD TV.
Demand drives technological development. Compared with LCD display, laser TV has obvious advantages in large size, especially in application scenarios above 80 inches, laser TV is more prominent in large-scale production and cost-effectiveness. In terms of product imaging quality, laser display is far superior to the existing mainstream liquid crystal technology in terms of core performance indicators such as color gamut, life span, brightness, energy consumption, and cost. At the same time, the laser display projector and the display screen are designed separately, which is small in size, light in weight, and very convenient for transportation and installation. It is believed that under the promotion of many manufacturers, the laser display industry will flourish.
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