Millet came for the next generation TV or no LCD

Will the next generation of television compete with laser television to win?

On June 28, 2017, Beijing, Xiaomi finally released its first laser projection TV today. In fact, as early as seven years ago, the projection industry had rumors that Internet brands such as Xiaomi and Leshi may launch products based on projection technology. However, it turns out that rumors are just rumors. Compared with the LCD TV market with an annual sales volume of more than 40 million units in the Chinese market, the annual sales volume of home projectors of more than 100,000 units is negligible. In front of the market, Lei Jun has to face the reality. Why did Xiaomi choose to enter the game now? The time of 2017 is a bit subtle.

Background: LCD TV sales have been negative for many years

According to the summary report of China's color TV market jointly issued by the China Electronics Industry Association and AVC, in Q1 2017, the domestic color TV retail volume was 11.79 million units, a year-on-year decrease of 5.2%. This is not the first time LCD TV sales have fallen. In 2013 and 2015, the global TV market experienced a historic negative growth. The domestic TV market, which has experienced rapid growth for more than 30 years, also saw its first negative growth in 2014. On the one hand, TV sales have fallen year after year. On the other hand, the Sony TV business, which has suffered consecutive losses for 10 years, has achieved a turnaround in FY 2015 due to the comprehensive transformation of 4K and 70-inch large-size LCD TVs. Whether it is the international market or the domestic market, TV consumption has already begun to upgrade.

However, the production process of large-size LCD panels is more difficult, and the cost has also grown geometrically. So in early 2017, Wang Sicong, the national husband, purchased a 100-inch Sony LCD TV at a cost of 500,000 yuan to become headlines. Is there a better compromise between TV size and price? In September 2014, Hisense, as the earliest home appliance company that released a laser television (his internal name was Laser Cinema), started the laser path for the home appliance industry.

Actually, before and after Hisense's big move, the projection industry and the Internet entrepreneurial team even spotted this opportunity. BenQ, Optoma, and Luxeon all have laser television products, while the Miji and Xiaoshuai cinemas and nut smart theaters In the layout of this market. Today coupled with millet, this market is very lively. It seems that the next generation of television is getting more intense. Now the entire market has been divided into three camps, the new force represented by millet and pole meters, the power of projections such as traditional Optoma and BenQ, and the power of traditional TV brands.

Technology: The laser light source civil field has matured

In the projector market, laser light sources were first applied to the movie market, going through the film projector market to the engineering commercial display field, and finally being commercialized in the civilian-level market. In the top-end movie projector market, it can be said that the laser light source was first applied. Its bright performance meets this market demand, especially the long-term brightness does not decay, it is enough to guarantee the viewing effect. In fact, theaters in prime locations in many cities have been equipped with laser projectors, but many viewers do not yet know that they have enjoyed the benefits of laser light sources.

In the engineering market, laser light sources are currently developing rapidly, with laser engineering projectors ranging from 4000 lumens to 35,000 lumens. In this market, laser light sources have successfully squeezed the market for traditional light bulbs, and now there are few new projectors for traditional light sources. This shows that laser light sources have become very dominant in this market.

The brightness of the light source in the home area is not very high. About 4,000 lumens to 5,000 lumens can be used for everyday applications. In fact, this is not a problem for laser light sources. To achieve this brightness, the current balance is only cost and Volume only. Although the general brightness of laser TVs has not yet reached the level of 4,000 lumens, I believe that this is not a real obstacle.

And with the anti-light curtain, the brightness of the picture actually seen by the human eye is higher. Because the light curtain is designed to reflect the light projected obliquely downwards, the coating is specially treated. Anti-light curtain with laser television, even if watched during the day, will not appear in the past the kind of ordinary projector fog.

Laser light sources also have the advantages of color. Currently, laser light sources are mainly divided into monochromatic lasers and two-color lasers, as well as three-color lasers used in the high-end projector market. The monochromatic laser has a low cost, but its color advantage is not obvious. It is mainly used in the engineering and education markets, and the two-color laser is more suitable for the home market. The three-color laser is too expensive, so it is currently staying in the projector market.

Market: Laser TV market demand usher in growth window

From the perspective of market development, the demand for large-size users is growing. In the past two years, the TV industry has grown steadily in the TV market, and there has been a continuous increase in size. According to Zhongyao’s market data for November 2016, the market share of over-screen televisions with a size of 55吋 or over in Internet TV accounted for 45.73%. And in October, the 65-inch TV's growth rate has already surpassed 55, and users’ demand for large-screen TVs is constantly rising.

However, the price of LCD TVs from one to 70 inches or more has skyrocketed, and its energy consumption is also rising rapidly. With the installation and other issues, it can be seen that TVs with large-screen LCD technology are not suitable for ordinary home users. Laser TV is currently the most economical and feasible solution for large screens. Other display technologies are always hindered when entering the big screen market. Although laser television is not perfect at present, it has no obvious flaws.

And the price of laser TV is declining continuously. This millet's product price is 9999 yuan is a breakthrough, although this does not include anti-light curtain, but this price is still very attractive. We must know that some high-end flagship laser TVs are now selling for 140,000 yuan, mid-range products also have about 70,000 products, and many newly-released products are basically priced at 30,000 yuan.

Obviously, the price of laser TVs will become more and more favorable in the future. This is a window period for the development of laser TVs. Judging from the statistics of the past, after LCD TVs entered 10,000 yuan, the sales volume showed an outbreak. So does the development of laser television have the same trajectory?

Trends: The Next Generation of TV Technology Controversy OLED or Laser?

In fact, the next generation of TVs that have been publicized before have always been OLED TVs. Laser TVs can be said to have turned out to be unparalleled. So in the end, who will be better than laser TVs and OLED TVs?

In fact, the fundamental issue is the size and cost-effectiveness. OLED devices want to be 100 inches. At present, it is very difficult to look at them. Even if they are reluctant to do so, the price is not acceptable to the average user. In fact, even with the same size of OLED large-screen devices, the current price is much higher than LCD TVs. After years of development and cultivation, the overall status of OLED TVs did not reach expectations.

The first is that the development of OLED technology does not seem to be fast. Although several years ago, OLED occupied the major exhibitions, but in 2017, quantum dot LCD TVs suddenly became the protagonist, and OLED TVs did not show an explosive appearance. The fundamental reason is that this kind of technological breakthrough is unpleasant, the cost of large screens does not come, and there is no obvious advantage in terms of size. Although OLED devices are thinner and lighter and colors are better, they cannot persuade consumers to spend more.

Laser TV is different, its size is bigger, the price drops faster and faster, although due to the problem of display principle, it has no way to use in a variety of environments like LCD TV and OLED TV. However, in the ultra-large screen market, it is clear that laser television has more potential. The OLED TV is to be positively strangled with the LCD TV. However, the price advantage of LCD TVs is too strong. Obviously, the environment facing OLED devices is more complicated.

And the future display trend is no screen, LCD and OLED display devices this display mode does not meet the future development trend. Only the projection can be realized on the screen. In the future, with the development of technology, it is also possible to use air imaging to truly realize the imaging without media. This is the future development trend.

Variables: There are several points to be passed before laser television

In addition, it is the brightness of laser televisions. There is no problem with the brightness of the laser light source. However, in the current state of the art, if you want to increase the brightness, the volume will be large enough. This will cause a lot of trouble for ordinary consumers. And if the brightness is increased at present, the energy consumption will go up further, which will cause a certain psychological burden on the friends who use the laser television for a long time.

However, the good news is that TI Texas Instruments, the provider of laser TV core imaging device DMD, is optimizing the chip size. It is expected that the small-size 4K chip will be launched in 2018, so that the size of the laser TV can be further reduced. By then, with the latest laser light source, it is clear that the shape of the laser television can be optimized.

Also worth noting is the practical application of laser television. Such as screen and screen matching problems. In the installation of laser television, laser television screens and screens are actually more difficult to integrate, and now the way to solve the painting is well marked. If there is automatic recognition in the future, it would be perfect. In addition, the addition of functions such as active trapezoidal correction of plane and curved surfaces is also necessary.

The problem of price seems to be relatively smooth at present, but even if Xiaomi’s product comes with a price of 9999 yuan, its effect and subsequent services have not yet been verified. It is not easy to say whether such price can be maintained. However, as long as the product side of the laser television can be ready, the price will gradually become closer to the people in the future, and the development trend will be difficult to stop.

The laser television industry is currently developing rapidly. The addition of brands such as Xiaomi also proves that the market is gradually catching the eye of the public. In the future, more and more people will know about laser television and try to understand laser television. Laser television has become a potential new star in the ultra-large screen market. Although it is totally absurd to completely replace LCD TVs, those who blindly degrade laser television are also unfair. Laser TV has its own unique advantages. I think this product can find its own survival value in the field of large screen.

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