In recent years, under the blessings of Internet+ and Industry 4.0, the television industry has developed rapidly, intelligentization has begun to spread widely, content has become king, and television has begun a new subversion.

However, under the rapid development, intelligence has encountered a bottleneck. In the short term, the technology level cannot be improved. TV manufacturers began to search for new outlets. After brewing, 4K, panel and other vocabularies began to popularize the public, and the new era of picture quality was once again Advent.



The amount of color power doubles to increase the number of screen surfaces favored

In the first two years, thanks to the drive of the state subsidy policy, China's color TV market has achieved faster-than-expected growth. With the delisting of policies and the impact of economic downturn pressure, pressure was felt in 2015, according to AVC (AVC). ) According to big data, in 2015, TV sets shipped 230 million units worldwide, a year-on-year decrease of 2.5%, while China's color TV market retailed at 46.74 million units, an increase of 4.8% year-on-year, and retail sales of RMB 157.2 billion, a year-on-year increase of 7.5%.

In 2015, the average retail price of China's color TV market was 3,363 yuan, a year-on-year increase of 2.6%. On the other hand, in 2015, the prices of major color TVs in China's color TV market declined, with 55-inch, 60-inch, and 65-inch declines. It is 15%, 12% and 20% respectively. The main reason for this phenomenon was the large size of color TV products. The upgrade of the size structure drove the market average price to rise. In 2015, the average size of China's color TVs reached 44.5 inches, an increase of 2.3 inches compared with the same period of last year.

The 65-inch capacity will be released in 2016. It is expected that global shipments will grow by 53%; 49-inch and 55-inch sizes will be the preferred choice for panel makers as cutting efficiency is better.

Ovid Cloud Network (AVC) expects that the retail sales of 65-inch TVs will grow rapidly in 2016 with a market share of 4.4%, an increase of 2.4 percentage points over 15 years; 49-inch TV and 55-inch TV retail traffic will maintain growth, and market share will increase. It reached 8.8% and 18.4% respectively, which was an increase of 2.0 percentage points and 2.9 percentage points over the 15 years. In 2016, the trend of large-scale production is even more pronounced, with a larger size. The market share of 65+ TVs will reach 5.9%, an increase of 3.4 percentage points over 15 years.

In 2015, surface TVs broke new ground. With the promotion of TV companies such as Samsung, surface penetration reached 2.8%. In 2016, the curved surface will usher in a fiery year, and many domestic companies have begun to deploy curved TV market.

Return to the starting point 4K to dominate 8K followed by a variety of display technology

With the development of high-end television, people's pursuit of television is not limited to the appearance, but is more about the quality of television. In 2015, 4K became the most common vocabulary in the television industry. It is reported that the penetration rate of 4K ultra-high-definition television in 2015 was 31%, an increase of 17 percentage points from last year.

The main reasons for the deeper penetration of 4K TV are as follows: First, in 2015, the upstream panel makers pushed the 4K panel, the global panel UHD penetration rate was 16%, an increase of 8.5 percentage points from the previous year; second, the entire machine maker accelerated the high-end upgrade of the product. 4K TV became the kingpin product. In 2015, 504 new UHD models were listed in China, an increase of 203 over the previous year. Third, the panel factory and the complete factory have played together, and the prices of 4K panels and complete machines have been declining.

Although 4K dominated the market in these two years, but the future of television is certainly not limited to 4K. In January this year, the United States CES show, including Samsung, LG, Skyworth, Hisense, Changhong and other domestic companies have launched 90-inch Up and down the 8K TV, 8K TV also began to enter the people's field of vision.

Television consists of pictures and sounds, and the standard of 8K TV includes both picture and sound standards. The resolution of 8K TV reached 7680×4320, which is 4 times that of 4K TV and 16 times that of 1080P. It is the defining standard of Super Hi-Vision technology. However, the ultra-clear 8K resolution is just an indicator in this standard, Super Hi-Vision standard will also unify the picture frame rate to 120fps. Super Hi-Vision uses a 16:9 display ratio, and it has very good compatibility with many existing chromatographic indicators in the video system. It is believed that in the next two years, it will develop rapidly. Like 4K technology a few years ago.

Surface+QD+HDR Samsung leads high-end TV market

More and more clear content demands more and more panels. In 2015, the competition for the next generation of display technologies is constantly on the ears. All color TV manufacturers, including Internet companies, have begun a chase battle for the quality of television.

In this war without gun smoke, various display technologies such as Samsung's quantum dots, Skyworth's OLED, Hisense's ULED, etc. participated in the battle, and the performance of Samsung Quantum TV as a whole was very good.

According to an authoritative market research agency HIS Displaysearch report, Samsung TV sales and sales volume both ranked first in the world in 2015. Among them, the average annual sales accounted for 27.5% of the global TV market share, and the sales volume accounted for 21.0% of the total. This was the first time that Samsung TV launched Bordeaux TV for the first time in 2006 to obtain the “Global No. 1” market share (Sales 14.2). %, sales volume 10.6%) compared to both quality and quantity have increased twice.

For the past 10 years, the "double crown" that has combined global sales and sales volume has made Samsung TV's global sales even exceed 427 million units in the past 10 years. Especially in the UHD TV market, Samsung TV continued its 35% share of the market with 34.1% of sales in 2015 following 35.3% of the previous year. This year, Samsung TV will lead the high-end TV market with its innovative Quantum Spot SUHD TV.

At this year's AWE show, Samsung introduced the second-generation Quantum-dot TV SUHD TV series, which offers a choice of 5 sizes from 49 inches to 88 inches, with a maximum curvature of 3000mm and 4200mm, making all sizes possible. TVs provide the best melt-in-the-watch experience.

The second-generation SUHD QD TVs have raised the picture quality to a whole new level. They not only adopted the world's only environmentally friendly cadmium-free, 10-bit second-generation quantum dot display technology, but also created amazing brightness, excellent contrast and extreme Realistic colors, based on the original quantum dots, also achieved a longer color life.

And through the use of 1000 nits HDR technology, to provide higher contrast brightness and darkness, set a new standard for TV brightness. It is reported that at present, most of the top film and television production companies use 1000 nits as the master of HDR content to create movies so that the audience can appreciate the image effects they hope to see.

In addition to picture quality, television is one of the most important household products in the home. Exquisite design can always be an important factor for consumers. Samsung's new SUHD TV KS9800 also uses the world's first non-border surface design, to bring consumers unprecedented "melt immersion." Moreover, this is a true ultra-thin SUHD TV, which has the highest integrated technology and ultra-thin technical barriers in the industry.

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