Many people in the industry believe that 2016 is the first year of curved television. Leading by Samsung, this "curved" screen with a number of Chinese manufacturers has formed a camp that extends from the high end to the mid-end. Even some research institutions believe that in the color TV market in 2016, curved surfaces will occupy half of the market! So I tried to ask a colleague who was an IT enthusiast: “What do you think about curved TV?†His answer is very sharp and direct: “Surface TV There is such a big premium space, which manufacturers do not want to do!"
Searching for related information, as a matter of fact, among the more powerful domestic brands, the newly launched flagship products of traditional manufacturers such as TCL in 2016 are curved, and the cutting-edge manufacturers Leshi and Xiaomi are also fighting for the 65-inch large-screen curved surface market!
It can be seen that the curved TV trend triggered by the 2015 SUHD/UHD series of curved surface televisions is the highlight of the 2016 color TV market.
Last year, I analyzed why curved TV would become the technical direction of success (forecast 2016CES: The two major economic and technological scenarios determine the direction of TV products). However, from the recent market information, the market development of curved TV seems to have surpassed everyone's analysis. Even the curved TV industry has become a trend, and manufacturers' curved TV camps have also formed. What is the reason behind this?
I think that forming a camp with curved TV is a necessity. There are two main reasons behind it: economic trends, matching technology and user value.
We first look at the relevant information and understand that curved TV becomes a trend judgment:
1. As a leader in curved TV camps, Samsung’s flagship products have been “bent†since 2015. Samsung Electronics’ deputy general manager of color TV marketing in Greater China once told the media that “curved surfaces will become the next epidemic for the television industryâ€. Market data also supported Samsung's pre-judgment. In 2015, under the pressure of continuous downturn in the macro-economy, curved surface televisions maintained a rapid growth trend. According to statistics from market research agency IHS, the number of shipments of curved-surface TVs that began to be officially sold at the beginning of 2014 reached nearly 1.8 million units by the end of the first half of 2015, a year-on-year increase of six times.
2. Chinese traditional color TV manufacturers have joined the surface camp. According to reports, traditional vendors that have joined the camp include TCL, Hisense, and Changhong. For example, TCL's flagship market activity after the 12 big promotion last year was the surface TV's welcome to Double-Den.
3, TV products such as LeTV, Xiaomi and other Internet companies' 2016 main products are also curved. A reporter followed, following the release of LeTV's 65-inch curved TV, Xiaomi revealed that it was about to produce a 65-inch large-screen TV. According to the data from the National Electronics 3C Certification Center, Xiaomi is applying for a TV production license of model L65M4-AQ. The relevant data shows that this product can be basically classified as a curved TV product.
The above information shows that in 2016, the surface television camp has been formed. The strong manufacturers in the market are betting on curved surface televisions.
Let's analyze why the curved TV camp will form in 2016. To sum up, the reason is that the technical advantages and product experience of curved TV coincide well with the current industry customers' positioning determined by the stage of development of the television industry and the form of the world economy! This is actually a few specific issues: the economic environment What is it like? Who is the most important customer currently in the color TV industry? What technology is the best solution to meet their needs?
First, the color TV industry is actually in a transitional stage where the village is not in front of the village.
The current color TV market is very different from the current smart phone market. We can think that the color TV market may be the smart phone market tomorrow. Because color TVs have already passed the period of popularization of the market, smart phones are in the stage of “saturated markets are near saturation and emerging markets are rapidly risingâ€. Using the real estate market as an analogy, at present most of the customers in the color TV market are not just needed but improved demand. You just need to have no money and you can sell them “junk cargoâ€, while the improved type has money but does not buy junk cargo, and the product must have a certain amount of The characteristics or core competencies can only be achieved.
Second, 2016 is still regarded as a year in which the economy continues to decline but may bottom out.
Since 2015, the volatility of the world economy has shown signs of a significant increase in volatility. This is like the stock market in 2015. It rose sharply at the beginning of the year and it immediately went down in the middle of the year. The economic trend is: either a thousand daily limit, or a thousand daily limit, and a daily limit of three months.
The requirement of this trend for enterprises is that the profit cycle of products must be shortened and the profit margin must be securely guaranteed. Therefore, curved TVs that have core competencies and thus have the potential to add value to the market are also popular.
Third, the technical advantages of curved television, product experience, in line with the above two major requirements
The recognized advantages of curved TV: "The screen has a certain curvature, has a certain curved surface shape of the TV, the curvature of the general surface TV is basically the same as the curvature of the eye. Curved TV will give the user a sense of embracing the image of a large-scale curved theater. It is a fully immersive experience that gives the viewer a sense of immersion in the cinema and is immersive."
We can reflect: Why did the plane fail? In terms of resolution, the current surface and plane generally exceed 4K. If it is simpler than size, price, and resolution, the difference in the cost of the planar surface is not significant, and the projector is more cost-effective under the premise of sacrificing the resolution. Therefore, we found that the real needs of users are not "big" and "clear" but the best visual experience!
Curved TVs are considered to be flawed: prices, inconvenient wall hangings, and fewer best viewing points.
Of these three shortcomings, only the price is the real demand. However, since the main customer target is currently improved, price is not a major obstacle.
Why are the pseudo-demands for wall and point? Let's analyze:
最佳 The best viewing distance for a 65-inch color TV is 4.5 to 6 meters. Therefore, this also verifies that the curved TVs currently launched by various manufacturers are mainly targeted at high-end consumer objects.
媒体 The media value of television has been greatly diminished. Do not believe you can search for the number of radio and television sales. This means that for the family, the TV is to satisfy the experience and personality needs. It is also an excellent audiovisual experience. The need for individuals to watch TV together with different generations is decreasing. Do not believe you can also study the actual viewing rate of the Spring Festival Gala.
√ For improved users, the living room is large enough that the TV is not likely to be wall-mounted; at the same time, there are enough rooms for up to 3 points to meet the needs of most families. Before that, a number of home improvement designer friends told me that the TV wall design has long been OUT.
Based on the above analysis, you should understand the reason why Samsung launched the SUHD series curved surface TV with large screen in 2015. At the same time, you can also pay attention to a detail: Samsung's designers attach great importance to the value of the back of the TV.
Then, the conclusion that the curved TV obtained from this article will be popular in 2016 will have any implications for the future of TV industry. In other words, what domestic manufacturers can learn from the rise of Samsung and domestic mobile phone manufacturers.
åŽ†å² The history of Samsung's rise tells us that time has created heroes. As Chinese companies moved around the market, Samsung gradually established an IT industry empire. Looking back at those color TV companies that we have already fallen or are about to fall down, when we initially had production capacity, we all swam around the market, blindly introducing (in fact, plagiarism) foreign manufacturers' products. Samsung, on the other hand, spends billions of dollars each year on R&D! Huawei, ZTE and other companies are still doing this. What about our home appliance industry?
As mentioned in the previous paragraph, in the longitudinal direction, Samsung and other companies are willing to invest huge amounts of technology for the future. Then, looking laterally, Samsung has a complete industrial chain layout. The reason why Samsung led the alliance of curved TVs this time is that the key factor is Samsung's industrial chain layout. From the chip to the screen and other key components, from the hardware to the Tizen TV operating system, Samsung has placed great emphasis on the industrial chain layout in both the home appliance industry and the communications industry. This is undoubtedly a huge temptation to join the league, and is also a guarantee for Samsung to win.
å´› The rise of domestic mobile phones means that Chinese companies are learning from emerging global giants such as Samsung. There are still huge opportunities for development. A generation of people doing a generation of things, as if Huawei's Ren Zhengfei and others have said so. A few days ago to participate in a mobile phone manufacturer's activities, their vice president said that in the international Chinese mobile phone besieging Apple, Samsung, in addition to these two are basically the world of Chinese mobile phones. Even if the old generation of manufacturers can not, new music, millet, can not?