Self-illuminating OLEDs are expected to be "next-generation display technology" due to their absolute technical advantages in terms of color gamut, viewing angle, and contrast. The OLED, which is known as the next-generation TV, is experiencing “two-days of ice and fire”: on the one hand, as the focus of the market, OLED TVs are becoming more and more concerned and have been promoted by many companies; on the other hand, OLED TVs are in a downturn, many In this market, enterprises "have gotten up early in the morning."

It should be noted that the current dilemma of OLED is definitely not too high, and then stimulate the market through low price wars of some companies. In fact, OLED has always had a close relationship with the high-end consumer market of color TVs. Not to mention the full commercialization and mass production of QLED, it will take many years to say that in terms of luminous efficiency, color performance, and anti-blue light, OLED can be overcome, and those "prejudices" of OLED are quickly overcome.

The low price war for the current rapid adoption of the OLED TV market can be said to be "harmful and unhelpful." Because of the large-scale popularization and application of a new technology product, it is not the promotion of low-price warfare of one enterprise, but the joint participation of upstream and downstream enterprises in the industrial chain, which forces the upstream industry chain to become large-scale and strong. strength.

At present, in China and the global wave of color TV technology innovation and industrial upgrading, OLED TV, which is known as the next generation of display technology, has become a well-deserved focus and center. Especially in the Chinese market, the wave of high-end, quality and differentiated upgrades of consumption has accelerated, which has further injected new impetus into the market detonation of OLED TVs.

In 2017, OLED TV not only faces the problem of rapid break-up in its own market promotion, but also faces competition from existing products such as liquid crystal and quantum dots, and its expansion is faltering. In this market situation of dilemma, Sony, as the pioneer of the global OLED TV industry, chose to return to the high-profile team, which not only injected new confidence and fighting spirit into the OLED TV camp, but also pointed out a new direction for the transformation of OLED TV. So, can Sony return to the market ceiling of OLED TV?

Status: OLED wind has arrived, the bureau has not broken

In the global market, in addition to OLED, there are no new technologies and products that can replace LCD technology. Even QLED TVs, which are favored by companies such as Samsung, add quantum dots to the backlight. The essence is LCD TVs. It can be said that QLED is only an improved version of the existing liquid crystal technology, and the color TV will look at OLED in the future.

In contrast, OLEDs are expected to have high hopes such as backlights, wide viewing angles, and wide color gamut, which have become the development trend and business prospects of the color TV industry. However, the biggest problem with OLED TVs today is that they have a good hand and some brands are not good. LG, Panasonic, Skyworth, Konka and other companies have promoted OLED TVs, but they have not been able to push this product into the popular channel. Next, if it is too late to detonate, it will inevitably drag down the improvement of the entire OLED industry chain and the continuous iteration of technology.

Through the phenomenon that OLED has not been detonated in the Chinese market in recent years, we can see that: Firstly, from the perspective of market detonation, some enterprises promote the product of OLED TV, only the panel that is positioned at the primary is bendable and foldable. , single emphasis on panel advantages, and does not focus on user needs and consumption upgrades, truly release the technical and functional value of OLED TV;

Secondly, from the perspective of the promoted enterprise camp, the lack of mainstream high-end imported brands is strong. In the current OLED TV camp, LG is the largest brand, but its current brand recognition in the Chinese color TV market is low, and its market share is small. At the same time, its brand has lacked appeal to high-end quality user groups in recent years; although Skyworth is in the forefront of the Chinese market, its brand positioning is low-end, and it has always adopted low-price popularization of OLED TV, which is undoubtedly the end of the market.

Furthermore, from the perspective of user experience, compared with existing LCD TVs and LCD-modified QLED TVs, the market name of OLED TVs is still low. On the one hand, LCD TVs have 20 years of popularization and full-market corporate education market and users, while OLED is currently being promoted from the market in just four or five years; on the other hand, it is promoting and detonating in the OLED TV camp. In the process, there has been a lack of leading companies that are truly appealing.

As the OLED TV of the "black technology" of the color TV industry, the high attention of its products and technologies is in stark contrast with the unexploded market. It can be said that this is both a challenge and an opportunity. Nowadays, the upstream and downstream industrial chains of OLED TVs are maturing. With the substantial increase in the yield of OLED panels, in addition to LGD, China's BOE, Huaxing Optoelectronics and other production of OLED panels, consumers are scrupulous "good yield, short life" and other issues have been effectively resolved. In the downstream of the industrial chain, retail giants such as Suning, Gome, Jingdong, and Tmall are all marketing OLED TVs.

At the same time, the OLED TV camp has entered a round of benign development channels that continue to grow. In particular, the industry giant Sony's strong return to the OLED TV market "add another fire." Especially in the past two years, Sony's consumption detonation in the global high-end large-screen market, the industry believes that this will become the core backbone of the OLED TV market detonation this year, which will lead the market development of OLED.

In addition, the Chinese consumer market is opening a new wave of high-end, high-quality and personalized, especially for a large number of middle-class and new-rich consumers who are willing to pay for “new products”. At the same time, with the continuous improvement of China's urban and rural housing structure and the rapid growth of economic income, it is the big screen and high-end of the TV consumer market. This provides a larger stage for the release of OLED TV quality and color, and also allows consumers to get an audio and video experience beyond the LCD.

Turning point: Sony is strong and the market is not selling hot

In the global OLED TV market, Sony has never been a participant, but a pioneer and leader in the industry. Today, after 10 years, Sony re-launched the OLED TV market in early 2017, and staged a strategic drama of "the return of the king." Let the global color TV industry realize that Sony's return to the team is not accidental. A new era of high-end consumption belonging to OLED TV is coming.

Sony China Chairman and President Takahashi Yoichi does not hide his ambitions for the OLED market. He has repeatedly said that we are not launching an OLED TV. It is necessary to bring users beyond imagination through this display platform and Sony's original technology. Surprise audio and video entertainment experience, become the leader of China's OLED TV market, and consolidate its leading position in the high-end market.

It is worth noting that Sony's confidence in the OLED TV market is not "uninvited." In fact, the home appliance circle learned from various channels about the listing, promotion and demand detonation of OLED TV in China. Sony has established a “three differentiated competitiveness” around the target users, which is expected to break the market ceiling.

First of all, unlike the current OLED TVs launched by existing companies on the market, it is simply a “selling panel”. The new A1 research and development of Sony OLED TVs does not stop at the simple “processing and assembly” of OLED display panels, but the product vision. The effect of the "baton" is handed over to the self-designed image processing chip X1 advanced version and a set of algorithms. In addition, Sony's deep data accumulation in the image field can control the brightness display of each part of the screen in real time, and fully realize the OLED potential to become its core competitiveness, and the visual performance is more delicate and realistic. It can be said that a new OLED TV has been recreated and defined.

The X1 Advanced Edition chip is an image processing chip that Sony has used in its flagship product since last year's Z9D. The image quality of the TV is composed of image processing, panel and backlight. The X1 advanced chip mainly repairs and optimizes the image signal for three dimensions of color, sharpness and HDR. Among them, HDR dynamic item-by-item reshaping technology relies on the huge image database advantage, and does not let go of the specific image optimization of people, buildings and clothing in each frame. This ability to accurately control and optimize color is unmatched by other manufacturers and has become the core competitiveness of Sony in the OLED market.

Second, creatively integrate the sound effects with the design of the TV itself. The new A1 product debuted at 2017CES, the first screen sound field technology, is the carrier of the sound resonance of the entire panel, which can get rid of the speaker's occupation of the TV volume. This innovation takes advantage of the advantages of the OLED screen. The back of the TV is similar to the vibrating parts of the exciter, which completes the rapid conversion of electricity, magnetism and force, generates the driving force, and drives the OLED panel to sound. The flexible nature of the OLED is enough to withstand the extremely high-speed vibration. Not only makes the TV overall 7.8mm slimmer, but also achieves a fairly high screen ratio. This also points the way and path for the re-engineering of OLED TVs.

In addition, OLED TV as an innovative product for the high-end market and user groups, immersive audio and video experience, if coupled with the design of the art and technology, it is perfect. This is the "first experience" that the Sony A1 series brings to many people. The front of the A1 series adopts the fashion-free frameless design. The back panel is made of rare glass material. While highlighting the technological sense of the product, it also perfectly displays the “thin” and “narrow” minimalism that Sony has been pursuing in recent years. It is integrated with the current mainstream design style of the home, thus achieving the “unsold first heat” in the market with a shocking design.

In the past few years, in the global color TV market, Sony has successfully won the top spot in the global high-end color TV market through a series of exclusive original and pioneering new technology products, relying on the brand reputation and appeal accumulated over the past 60 years, and also opened up for the color TV industry. A new channel for development driven by technology, brand and innovation.

With the low-level and scale of the LCD TV market detonation more than 10 years ago, OLED TV detonation can no longer stay at low prices and eye-catching. It should also focus on the ultra-imagined audio and video enjoyment brought by technology, truly surrounding the high-end of users, Personalized needs, providing a complete set of audio and video solutions, not just the ultimate and luxury of OLED panels. For example, Lu Renbo, deputy secretary-general of the China Electronics Chamber of Commerce, said: "Sony is not only providing a new kind of research and development ideas, but also driving new changes in the field of OLED TV through its deep technical strength, leading the future development of color TV."

From this point of view, Sony OLED TV A1 new products successfully jumped out of the price thinking of traditional enterprises in the OLED TV market detonation process, but reconstruct a set of user thinking, from hardware display panels, autonomous image chips, to software control algorithms The art design of the operating system and the exterior is open to the whole line. Finally, build a bridge between “OLED TV” and users to “enjoy high quality of life”.

After all, consumers need more than just an OLED panel, but a TV that really brings a "future experience."

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