What is the answer to the question of a television that is “magnificent†enough? The answer is self-evident: Only laser televisions can satisfy the “desire†of ordinary consumers to buy large TV sets. However, the current market size of laser television products is still relatively small, and many consumers are still "absolutely worried about this crab." This is the purpose of writing this article.
The development of laser television has a long history but "success" is very late
Laser light is the purest light source that humans invented. Therefore, using laser as a display technology, you can get:
1. The best three primary colors of red, green and blue, and the broadest color expression formed on this basis;
2. Lasers are used to display only the red, green, and blue ternary colors, so the energy waste generated by the "perimeter wavelength" is the lowest. In addition to the laser's own high efficiency and long life, the laser display should be the most "green" technology.
However, the peach fruit of "The Queen Mother" looks fragrant and it is not easy to eat.
In China, the laser display has been listed as a development project for the 8th, 9th and 15th plans. In 2006, it again entered the 863 special scientific research program. In the Seventh Five-Year Plan, laser application technology has also become one of the first 863 scientific special projects. In this way, the domestic laser display research in 2016 has been at least 30 years. The time for similar research in foreign countries is even twice as long.
However, in the long history, there are two problems with the laser display that have not been resolved. The first is that high-efficiency green laser products - not to say that there is no semiconductor green laser, but the green laser long-term electro-optical conversion efficiency and life does not meet the economic needs. The second is the use of laser products with three primary color laser systems. The number of light sources and lamp beads is as high as 30-40, which greatly increases the threshold for product adoption.
Therefore, although the laser display is good, it can not really enter the family for a long time. However, when difficult scientific obstacles have been broken, it is the "laser-fluorescent color wheel technology" that brings light to laser television. This program effectively resolved the contradiction between brightness, stability, and cost in the laser display. After 2013, it made the laser television reach the core stage of human history.
It is worth mentioning that the laser fluorescent color wheel technology that promotes revolutionary changes in the laser display industry is the original technology of Chinese companies!
New Technology Drives the Industry's "Contestation"
The success of laser fluorescence color wheel technology has enabled laser television to enter the homes of ordinary people. From an international point of view, in 2013, LG took the lead in adopting this technology to develop laser display home, commercial and educational applications in the global market. However, laser displays have truly become a major industry trend and will have to wait until 2014.
At the end of 2014, Hisense formally launched laser television products. This allows laser televisions to translate from the attributes of "exclusive precision instruments" into "ordinary household consumer goods." Since then, the laser television industry has thrived and has formed four major camps so far.
First, the traditional color TV industry camp. The representative companies are Hisense and Changhong. These companies are familiar with the laws, consumer trends, and technology needs of the color TV industry, and have market reputation and channel resources. They are the “flag-breakers†in the industry. Second, the concept of Internet projection companies, including nuts, Ai Luowei and other companies. These companies are good at seizing the consumption habits of the Internet generation, and have a professional user viscosity, insisting on cost-based pricing principles. Thirdly, local projections include patent holders of laser fluorescent color wheel technology, pioneers of the laser era display, and competitors in the entire industry chain. These companies have systematic expertise in product technology and product industry systems. Fourth, the traditional projection brand, on behalf of the company is Optoma, Sony, BenQ and so on. The characteristic of this group of enterprises is that they have monopoly resources within the traditional circle of “projection†and are the main force for the diversified development of the laser display market.
In short, although lasers have really entered the market for only three years, the market has grown beyond imagination. The number of brands and products that support laser display and laser television technology has seen an explosive growth, and prices have also dropped.
Optimistic about the industry's big market, laser TV is considered "must be without doubt"
The market is expected to determine investment enthusiasm - laser television is precisely the embodiment of this law. As the fourth-generation display technology, laser display has shown a king's feelings.
First, laser displays will eventually dominate the commercial, educational, and engineering display markets. It is expected that this part of the market will eventually have an annual sales volume of 2 million units. Especially in the single engineering and digital projector market worth hundreds of thousands and millions, the advantage of laser is unmatched, and it has become the “sole focal point†of the industry’s enterprises.
Second, laser television is optimistic about the general household consumer market. In recent years, the "buying indicators" of the home television industry have been continuously upgraded. Among them, the core change is the increasing size of the screen. Ten years ago, the average consumer size of domestic TVs was only 30 inches. This figure rose to 40 inches five years ago, and the current standard is 50 inches. That is, according to area calculation, the average consumption display area of ​​televisions has increased by 160% in 10 years, and this trend is still accelerating.
The advantage of laser television is that it can provide consumers with economical purchase options in the 80-150-inch size - in fact, this size is still very small in size that other television display technologies can hardly achieve.
Therefore, the industry believes that laser television can get at least 40% of seats in the high-end color TV market, which is calculated on the basis of domestic sales of 45 million TVs per year. This is a scale of not less than 900,000 units. At the same time, laser television will also replace the traditional home projector and entertainment projection over 300,000 units of the market. On micro projectors, laser television products also have a share. Together, these markets will be a "home" market of more than 1.5 million units.
In the future, consumer demand for big TVs will continue to grow. Laser TVs are also eager to occupy over 10% of the high-end TV market that exceeds 10 million units throughout the year. This market scale is nearly 1 million units.
Third, laser television can also open up new applications. Laser TV itself inherits the advantages of projection display, and also has the characteristics of televisions applied in bright environments. The products also have the advantage of being light and easy to deploy. These characteristics determine that many different applications can be developed based on laser television and laser display technology. How large the market in this area is, it is still difficult to measure.
As for the potential market size of laser television, if the half price of the most inexpensive laser television is now calculated, the market size will reach as high as 360-400 billion yuan per year. It is this huge future market expectation that includes color TV manufacturers, emerging start-ups, and veteran display giants who are “struggling to goâ€.
Laser TV and LCD, OLED dead
When it comes to the future development of laser television, in addition to attracting huge commercial interests, another topic of concern is: the relationship between laser television and liquid crystal, OLED display. In this regard, the scientific expressions are "similar functions", "slightly intersection" and "mutual complementarity".
The so-called "similar function" refers to the fact that both the liquid crystal and OLED TVs can do work laser televisions. Only in some display effects and market competitiveness have their own characteristics. For example, liquid crystal is now characterized by its low price, and it can buy mainstream products for 2,000 yuan. However, the display has the disadvantages of “slow response speed†and “poor contrast and grayscale effect†that are difficult to improve. OLED TV is a strong competitor of LCD TVs and can completely make up for the defects of liquid crystal display. However, at this stage, the market supply cannot be effectively scaled due to the upstream process limitations. Laser TVs have the advantages of color, reaction speed, and contrast. The screen size is the easiest to expand, and 80-inch contrast to 120-inch products has more than doubled the picture, but the cost growth is only 1 to 20%. In addition, laser televisions require the smallest viewing distance at the same screen size. So, in general, laser televisions, LCDs, and OLED TVs are "similar in function," but not exactly the same.
The so-called "slightly intersection" means that LCD and OLED TVs can provide 80-110 inch display products. But these products are very expensive, reaching hundreds of thousands. This kind of cost is tens of thousands of dollars for laser TV. In the future, it may be impossible to compare the 100-inch price with the price of less than 10,000 yuan. At the same time, in the 120-inch and above markets, LCDs and OLEDs are still unable to make similar products - this is a private place for laser television. Therefore, it is not said that laser televisions do not compete with LCDs and OLEDs. Instead, they say that “the competition in the entire market is very small†and called “slightly intersectionâ€.
The so-called "reciprocal" means that laser television and LCD, OLED and other flat-panel technology, he has its own unique market. For example, the economical mega TV market mentioned above is exclusive to laser television. In addition, in many engineering and commercial fields, such as digital movie screening, the function of laser display is that LCD and OLED displays cannot. Therefore, on the whole, laser display, laser television, liquid crystal, and OLED display technology are the “market supplements†of the “display brothers†of the entire display industry and “their respective usesâ€.
For the above three points, the industry calls it more "parallel to the technical line." It is precisely because of this special "technical route parallelism" of laser television and liquid crystal and OLED that laser TVs do not have to worry about the pressure from the huge LCD and OLED industry.
Technological upgrading and price reduction, laser TV will be able to "popularize"
Laser TV is a good product, and many scientists have carefully studied the products that have been born for decades. Naturally, this kind of product can become "universal." Especially in recent years, the innovation of product technology has accelerated the development of the market.
On the one hand, laser display technology is not static. Laser fluorescence color wheel technology has been introduced The third generation, key GaN semiconductor laser technology has also evolved for several generations, and these technologies continue to evolve. At the same time, from the point of view of the core light valve DMD/lcd/lcOS and other chips, it has also been dominated by the early 2K and gradually entered the 4K era. In optical components, emerging reflective technologies, materials and processes continue to evolve, and optical anti-glare screens are also being introduced. Therefore, the effect of laser television is getting better and better.
On the other hand, laser television products are also experiencing: 1. Technology continues to mature, 2. The scale continues to expand, 3. The three factors, such as fierce competition, drove down prices. Over the past three years, even in the context of technological advances and performance enhancements, the average price of laser televisions has dropped by about 50%. Research data in the industry shows that in the future, with a scale of 1 million units per year, the cost of laser TVs can drop below 10,000 yuan. At that time, the price of the product was fully able to meet the purchasing needs of the average family.
Of course, talking about the popularity of laser television does not mean that laser television will replace all other television technology products: In fact, the advantage of laser television is focused on large screens over 100 inches, or that the popularity of laser television is "a large-scale demand The market is extremely satisfying," not "everyone has a laser television."
From the perspective of subdivided people, this 100-inch market mainly includes: 1. Big HOSUe for successful people (demand point: big screen); 2. Large-scale HOSUE of Rural Housing + Big Screen Fans (Demand Point: The Most Economical + Big Picture); 3. "Private cinema" (big picture + movie perception) produced by film fans' special decoration structure; 4. Outdoor field "alien" field television needs (big picture + easy to carry); 5. Middle-aged and old consumers who like large screens (including TV viewers with insufficient eyesight) (viewable on a large screen + healthy selling point); 6. Trendy young people "rental family" (big picture + portability).
Through these analyses, we can see that the value of laser televisions gaining popularity is mainly: the big picture - laser television itself is positioned in the 100-inch and above market; economical - from the total price of 10,000 yuan, or tens of thousands of dollars The price is to meet a certain degree of popularity, is less than one-tenth of the cost of the same size LCD or OLED TV; film perception - laser television and digital cinema projectors use the same imaging principle, the picture is more comfortable and healthy; portability - In terms of product volume and weight, it is one-fifth or even one-tenth of the same-size liquid crystal and OLED TVs; health-reflective imaging technology has the characteristics of soft and comfortable picture quality; viewing distance advantages - its viewing needs The shortest distance compared to other display technologies has led to the highest degree of satisfaction for large-sized screens.
It is these product features that determine the popularity of laser television is not a dream. Of course, for today's consumers, laser television has not yet completely become a big market product. Therefore, Xiao Bian wants to say: Buying a laser TV today is fashionable and buying it tomorrow is practical - what kind of consumer choice depends on your spending habits.
Future issues: The "true" meaning of laser television
What is the basic development law of the color TV consumer market? "Big" TV is the core trend of consumer TVs.
For example, in the first half of 2016, the sales of 55-inch LCD TVs increased by 60% year-on-year, making it the largest single unit in terms of sales volume. 65-inch TV sales increased by 140%, making it the king of increase; on OLED TVs, manufacturers are even tighter. For large-size strategies, the product starting size is defined as 55 inches. The fact data shows that consumers’ pursuit of big is “inexhaustibleâ€.
However, liquid crystal display and OLED display, based on the technology of glass substrate and lithography as the core manufacturing, its largest size, such as the 10th generation line screen, is difficult to break through 120 inches. And in large-size products, high cost, large size, excessive weight, can not enter many residential buildings elevators and other issues. That is, starting at 80 inches, ordinary consumers will find it difficult to accept pricing for LCDs and OLED products, starting at 100 inches. Such products are difficult to install at home, starting at 120 inches, and LCDs and OLEDs cannot meet market demand.
Now, 65 and 75 inches have become an important demand for the color TV market. Soon the color TV market will enter the era of 80+, 90+, and even 100+. Well, under such demand, laser television will become the only upgrade "channel."
So, when faced with this future problem, the "magnificent" TV is almost non-laser TV. Therefore, it is now time for consumers to think: Who is the laser television, how is the laser television, and whether it is necessary to buy a laser TV? After all, the TV is to use 6-8 years of home large items!
Smart TV/box information can focus on smart TV information network sofa butler (http://), China's influential TV box and smart TV website, providing information, communication, TV boxes, smart TVs, smart TV software, etc. Answering questions.
The development of laser television has a long history but "success" is very late
Laser light is the purest light source that humans invented. Therefore, using laser as a display technology, you can get:
1. The best three primary colors of red, green and blue, and the broadest color expression formed on this basis;
2. Lasers are used to display only the red, green, and blue ternary colors, so the energy waste generated by the "perimeter wavelength" is the lowest. In addition to the laser's own high efficiency and long life, the laser display should be the most "green" technology.
However, the peach fruit of "The Queen Mother" looks fragrant and it is not easy to eat.
In China, the laser display has been listed as a development project for the 8th, 9th and 15th plans. In 2006, it again entered the 863 special scientific research program. In the Seventh Five-Year Plan, laser application technology has also become one of the first 863 scientific special projects. In this way, the domestic laser display research in 2016 has been at least 30 years. The time for similar research in foreign countries is even twice as long.
However, in the long history, there are two problems with the laser display that have not been resolved. The first is that high-efficiency green laser products - not to say that there is no semiconductor green laser, but the green laser long-term electro-optical conversion efficiency and life does not meet the economic needs. The second is the use of laser products with three primary color laser systems. The number of light sources and lamp beads is as high as 30-40, which greatly increases the threshold for product adoption.
Therefore, although the laser display is good, it can not really enter the family for a long time. However, when difficult scientific obstacles have been broken, it is the "laser-fluorescent color wheel technology" that brings light to laser television. This program effectively resolved the contradiction between brightness, stability, and cost in the laser display. After 2013, it made the laser television reach the core stage of human history.
It is worth mentioning that the laser fluorescent color wheel technology that promotes revolutionary changes in the laser display industry is the original technology of Chinese companies!
New Technology Drives the Industry's "Contestation"
The success of laser fluorescence color wheel technology has enabled laser television to enter the homes of ordinary people. From an international point of view, in 2013, LG took the lead in adopting this technology to develop laser display home, commercial and educational applications in the global market. However, laser displays have truly become a major industry trend and will have to wait until 2014.
At the end of 2014, Hisense formally launched laser television products. This allows laser televisions to translate from the attributes of "exclusive precision instruments" into "ordinary household consumer goods." Since then, the laser television industry has thrived and has formed four major camps so far.
First, the traditional color TV industry camp. The representative companies are Hisense and Changhong. These companies are familiar with the laws, consumer trends, and technology needs of the color TV industry, and have market reputation and channel resources. They are the “flag-breakers†in the industry. Second, the concept of Internet projection companies, including nuts, Ai Luowei and other companies. These companies are good at seizing the consumption habits of the Internet generation, and have a professional user viscosity, insisting on cost-based pricing principles. Thirdly, local projections include patent holders of laser fluorescent color wheel technology, pioneers of the laser era display, and competitors in the entire industry chain. These companies have systematic expertise in product technology and product industry systems. Fourth, the traditional projection brand, on behalf of the company is Optoma, Sony, BenQ and so on. The characteristic of this group of enterprises is that they have monopoly resources within the traditional circle of “projection†and are the main force for the diversified development of the laser display market.
In short, although lasers have really entered the market for only three years, the market has grown beyond imagination. The number of brands and products that support laser display and laser television technology has seen an explosive growth, and prices have also dropped.
Optimistic about the industry's big market, laser TV is considered "must be without doubt"
The market is expected to determine investment enthusiasm - laser television is precisely the embodiment of this law. As the fourth-generation display technology, laser display has shown a king's feelings.
First, laser displays will eventually dominate the commercial, educational, and engineering display markets. It is expected that this part of the market will eventually have an annual sales volume of 2 million units. Especially in the single engineering and digital projector market worth hundreds of thousands and millions, the advantage of laser is unmatched, and it has become the “sole focal point†of the industry’s enterprises.
Second, laser television is optimistic about the general household consumer market. In recent years, the "buying indicators" of the home television industry have been continuously upgraded. Among them, the core change is the increasing size of the screen. Ten years ago, the average consumer size of domestic TVs was only 30 inches. This figure rose to 40 inches five years ago, and the current standard is 50 inches. That is, according to area calculation, the average consumption display area of ​​televisions has increased by 160% in 10 years, and this trend is still accelerating.
The advantage of laser television is that it can provide consumers with economical purchase options in the 80-150-inch size - in fact, this size is still very small in size that other television display technologies can hardly achieve.
Therefore, the industry believes that laser television can get at least 40% of seats in the high-end color TV market, which is calculated on the basis of domestic sales of 45 million TVs per year. This is a scale of not less than 900,000 units. At the same time, laser television will also replace the traditional home projector and entertainment projection over 300,000 units of the market. On micro projectors, laser television products also have a share. Together, these markets will be a "home" market of more than 1.5 million units.
In the future, consumer demand for big TVs will continue to grow. Laser TVs are also eager to occupy over 10% of the high-end TV market that exceeds 10 million units throughout the year. This market scale is nearly 1 million units.
Third, laser television can also open up new applications. Laser TV itself inherits the advantages of projection display, and also has the characteristics of televisions applied in bright environments. The products also have the advantage of being light and easy to deploy. These characteristics determine that many different applications can be developed based on laser television and laser display technology. How large the market in this area is, it is still difficult to measure.
As for the potential market size of laser television, if the half price of the most inexpensive laser television is now calculated, the market size will reach as high as 360-400 billion yuan per year. It is this huge future market expectation that includes color TV manufacturers, emerging start-ups, and veteran display giants who are “struggling to goâ€.
Laser TV and LCD, OLED dead
When it comes to the future development of laser television, in addition to attracting huge commercial interests, another topic of concern is: the relationship between laser television and liquid crystal, OLED display. In this regard, the scientific expressions are "similar functions", "slightly intersection" and "mutual complementarity".
The so-called "similar function" refers to the fact that both the liquid crystal and OLED TVs can do work laser televisions. Only in some display effects and market competitiveness have their own characteristics. For example, liquid crystal is now characterized by its low price, and it can buy mainstream products for 2,000 yuan. However, the display has the disadvantages of “slow response speed†and “poor contrast and grayscale effect†that are difficult to improve. OLED TV is a strong competitor of LCD TVs and can completely make up for the defects of liquid crystal display. However, at this stage, the market supply cannot be effectively scaled due to the upstream process limitations. Laser TVs have the advantages of color, reaction speed, and contrast. The screen size is the easiest to expand, and 80-inch contrast to 120-inch products has more than doubled the picture, but the cost growth is only 1 to 20%. In addition, laser televisions require the smallest viewing distance at the same screen size. So, in general, laser televisions, LCDs, and OLED TVs are "similar in function," but not exactly the same.
The so-called "slightly intersection" means that LCD and OLED TVs can provide 80-110 inch display products. But these products are very expensive, reaching hundreds of thousands. This kind of cost is tens of thousands of dollars for laser TV. In the future, it may be impossible to compare the 100-inch price with the price of less than 10,000 yuan. At the same time, in the 120-inch and above markets, LCDs and OLEDs are still unable to make similar products - this is a private place for laser television. Therefore, it is not said that laser televisions do not compete with LCDs and OLEDs. Instead, they say that “the competition in the entire market is very small†and called “slightly intersectionâ€.
The so-called "reciprocal" means that laser television and LCD, OLED and other flat-panel technology, he has its own unique market. For example, the economical mega TV market mentioned above is exclusive to laser television. In addition, in many engineering and commercial fields, such as digital movie screening, the function of laser display is that LCD and OLED displays cannot. Therefore, on the whole, laser display, laser television, liquid crystal, and OLED display technology are the “market supplements†of the “display brothers†of the entire display industry and “their respective usesâ€.
For the above three points, the industry calls it more "parallel to the technical line." It is precisely because of this special "technical route parallelism" of laser television and liquid crystal and OLED that laser TVs do not have to worry about the pressure from the huge LCD and OLED industry.
Technological upgrading and price reduction, laser TV will be able to "popularize"
Laser TV is a good product, and many scientists have carefully studied the products that have been born for decades. Naturally, this kind of product can become "universal." Especially in recent years, the innovation of product technology has accelerated the development of the market.
On the one hand, laser display technology is not static. Laser fluorescence color wheel technology has been introduced The third generation, key GaN semiconductor laser technology has also evolved for several generations, and these technologies continue to evolve. At the same time, from the point of view of the core light valve DMD/lcd/lcOS and other chips, it has also been dominated by the early 2K and gradually entered the 4K era. In optical components, emerging reflective technologies, materials and processes continue to evolve, and optical anti-glare screens are also being introduced. Therefore, the effect of laser television is getting better and better.
On the other hand, laser television products are also experiencing: 1. Technology continues to mature, 2. The scale continues to expand, 3. The three factors, such as fierce competition, drove down prices. Over the past three years, even in the context of technological advances and performance enhancements, the average price of laser televisions has dropped by about 50%. Research data in the industry shows that in the future, with a scale of 1 million units per year, the cost of laser TVs can drop below 10,000 yuan. At that time, the price of the product was fully able to meet the purchasing needs of the average family.
Of course, talking about the popularity of laser television does not mean that laser television will replace all other television technology products: In fact, the advantage of laser television is focused on large screens over 100 inches, or that the popularity of laser television is "a large-scale demand The market is extremely satisfying," not "everyone has a laser television."
From the perspective of subdivided people, this 100-inch market mainly includes: 1. Big HOSUe for successful people (demand point: big screen); 2. Large-scale HOSUE of Rural Housing + Big Screen Fans (Demand Point: The Most Economical + Big Picture); 3. "Private cinema" (big picture + movie perception) produced by film fans' special decoration structure; 4. Outdoor field "alien" field television needs (big picture + easy to carry); 5. Middle-aged and old consumers who like large screens (including TV viewers with insufficient eyesight) (viewable on a large screen + healthy selling point); 6. Trendy young people "rental family" (big picture + portability).
Through these analyses, we can see that the value of laser televisions gaining popularity is mainly: the big picture - laser television itself is positioned in the 100-inch and above market; economical - from the total price of 10,000 yuan, or tens of thousands of dollars The price is to meet a certain degree of popularity, is less than one-tenth of the cost of the same size LCD or OLED TV; film perception - laser television and digital cinema projectors use the same imaging principle, the picture is more comfortable and healthy; portability - In terms of product volume and weight, it is one-fifth or even one-tenth of the same-size liquid crystal and OLED TVs; health-reflective imaging technology has the characteristics of soft and comfortable picture quality; viewing distance advantages - its viewing needs The shortest distance compared to other display technologies has led to the highest degree of satisfaction for large-sized screens.
It is these product features that determine the popularity of laser television is not a dream. Of course, for today's consumers, laser television has not yet completely become a big market product. Therefore, Xiao Bian wants to say: Buying a laser TV today is fashionable and buying it tomorrow is practical - what kind of consumer choice depends on your spending habits.
Future issues: The "true" meaning of laser television
What is the basic development law of the color TV consumer market? "Big" TV is the core trend of consumer TVs.
For example, in the first half of 2016, the sales of 55-inch LCD TVs increased by 60% year-on-year, making it the largest single unit in terms of sales volume. 65-inch TV sales increased by 140%, making it the king of increase; on OLED TVs, manufacturers are even tighter. For large-size strategies, the product starting size is defined as 55 inches. The fact data shows that consumers’ pursuit of big is “inexhaustibleâ€.
However, liquid crystal display and OLED display, based on the technology of glass substrate and lithography as the core manufacturing, its largest size, such as the 10th generation line screen, is difficult to break through 120 inches. And in large-size products, high cost, large size, excessive weight, can not enter many residential buildings elevators and other issues. That is, starting at 80 inches, ordinary consumers will find it difficult to accept pricing for LCDs and OLED products, starting at 100 inches. Such products are difficult to install at home, starting at 120 inches, and LCDs and OLEDs cannot meet market demand.
Now, 65 and 75 inches have become an important demand for the color TV market. Soon the color TV market will enter the era of 80+, 90+, and even 100+. Well, under such demand, laser television will become the only upgrade "channel."
So, when faced with this future problem, the "magnificent" TV is almost non-laser TV. Therefore, it is now time for consumers to think: Who is the laser television, how is the laser television, and whether it is necessary to buy a laser TV? After all, the TV is to use 6-8 years of home large items!
Smart TV/box information can focus on smart TV information network sofa butler (http://), China's influential TV box and smart TV website, providing information, communication, TV boxes, smart TVs, smart TV software, etc. Answering questions.