China's flat-panel TV market is creating an LED TV myth.
According to data from Aowei Consulting, in the first half of 2010, the market share of LED-backlit LCD TVs reached 10.6%. In the second quarter, the scale of the first quarter was doubled, and at the end of 2010, the proportion will reach 25%.
The industry generally believes that LED TVs can only be promoted in China for 2-3 years. In contrast, CRT TVs have been in the Chinese market for nearly 20 years, and LCD (CCFL) LCD TVs have been close to 10 years. In fact, the LED LCD replaced the CCFL LCD, which was similar to the process in which the CRT was replaced, but its aggressiveness and speed were far beyond the expectations of the industry.
Domestic enterprises do their part
In the early days of LED TVs entering the Chinese market, the situation was much cooler than it is now. In the first half of 2009, global home appliance giant Samsung launched LED TVs for the first time in the Chinese market, but due to its high price and unclear understanding by consumers, the market performance was flat. With the efforts of domestic color TV giants such as Hisense, Skyworth, Konka and TCL in the second half of the year, LEDs began to attract consumers' attention. It can be said that the popularity of LED TVs, domestic TV manufacturers have contributed a lot, and the flagship of domestic LED TVs Hisense is even more important.
The reason why Hisense is able to keep pace with the international LCD TV overlord Samsung in the field of LED TV, long-term technology accumulation is one of the most important reasons.
In 2005, when ordinary LCD TVs were just accepted by Chinese consumers, Hisense had begun to focus on LED TVs. In the independent research and development process of liquid crystal modules, Hisense found that LED backlights with high color coverage, high efficiency and energy saving, and dynamic contrast ratios more than ten times higher than CCFLs will replace CCFL backlights in the future and become the mainstream in the future. At the same time, it will also become a new hope for Chinese TV companies.
When many companies still carry out the industrial chain layout on ordinary LCD TVs, Hisense has intervened in the research and development of key technologies of LED backlight components in advance, and became the first color TV enterprise in the field in China.
Later facts proved that Hisense’s judgment was completely correct. In September 2007, Hisense built its first LCD module production line in China's TV industry, breaking the monopoly position of foreign brands in the upstream industry chain of flat-panel TVs, enabling Chinese companies and foreign brands to have a say in the competition for flat-panel products. Through the module production line, the cost of flat-panel TVs that Hisense can control has increased from 30% to over 70%, and the cost has been significantly reduced. In terms of LED backlight technology alone, Hisense has applied for more than 70 domestic and foreign patents, most of which are invention patents, and the key technologies have applied for European and US patents.
As of the end of August 2010, Hisense LED TVs have dominated the international giants such as Samsung and Sharp with a market share of 30%, ranking first in the industry.
But Hisense did not stagnate on the LED throne. The "fast half-step" strategy of LED LCD TVs was once again successfully replicated on smart TVs and 3D TVs. When everyone is still arguing over whether to buy smart TV, LED TV or 3D TV, Hisense has quietly launched its newly developed "Hi-smart" smart 3D LED TV.
At the 2010 Summer Davos Forum, Guo Qingcun, vice president of Hisense Group, said that smart 3D LED TV will be the next fist product of Hisense Electric, namely LED TV.
Leading a new round of trends
In today's increasingly fierce market competition, why is Hisense always able to seize the market's cyclical opportunities and continue to lead one after another market trend and become the biggest winner?
Liu Hongxin, general manager of Hisense Electric, told the China Enterprise News: "For many years, 'trend' has always been our biggest concern. The number reached 50 million users, the radio used for 38 years, the TV used for 13 years, cable TV In 10 years, the Internet has been used for 5 years. This development speed makes us have to keep up with every step, otherwise it will be quickly eliminated. The launch of the 'Hi-smart' smart 3DLED TV is not to be eliminated by the trend."
Liu Hongxin explained that in the era of Internet and digital, people have new requirements: not only the display technology, but also the Video option is no longer the only standard; instead of switching channels, it is switching media; no longer a family. People look at a TV, but several multimedia terminals that can meet the requirements of personalization and socialization. Internet people who are accustomed to computers and mobile phones are trying to transfer the experience of the Internet to TV. TV not only provides search function. , but also provide referral services according to preferences. "With the background of 'three networks integration', TV's comprehensive 'touching the net' is the trend of the times, and the interface of multi-network convergence will become the standard of TV sets. The corresponding value-added services and platform operations will become industrial transformation. Focus." Liu Hongxin said.
"Google TV has to be released, but it has been officially released. Apple, Intel and other IT companies are also brewing the latest smart TV. With the cross-border and integration of industries, it is difficult for domestic appliance companies to predict the next opponent. Who is it.†Senior appliance expert Hong Shibin told the “China Enterprise News†reporter: “This also gives us a new reference to the profit model of the innovation industry, and has new ideas for expanding the original industry value chain. By integrating resources and multimedia In the process of industrial transformation, the evolution of China's color TV from traditional TV to intelligent terminals can be said to be justified."
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