This year's color TV sales missed the expected truth exposure: the lack of relatively perfect new technologies and new products
TV market calls for new technologies
TV industry lack of technology? No shortage! As the most competitive home appliance segmentation market, companies that can survive in color TV sets have the ability to follow hot spots and create hot spots. Even with technology-based technical marketing, the industry packaging level is becoming increasingly sophisticated, in other words, the more The "black technology" comes and goes.
If it was put ten years ago, in the era of information asymmetry and consumers lacking professional knowledge, there is a certain market space for engaging in such technology marketing. However, with all kinds of information (including previously appearing professional technical information, such as CCFL, LED, etc.) becoming more and more transparent, this kind of packaging becomes the perfect technology for husky marketing, and it is getting more and more difficult for consumers to get approval. , And in the node where the technology is divided, many companies also feel unprecedented technical marketing pressure in front of consumers.
Low consumption has caused headaches for many companies
Such as OLED, there are active promotion of LGD, Sony, Skyworth, etc., but there are also the villain Samsung, TCL, etc., which believes that the biggest drawback of OLED burn screen, the yield is difficult to improve, hard to achieve reduction, etc., and the market continues to spread out the verification OLED defect information, which makes OLED extremely paralyzed.
At the same time, as the opposition of OLED, the quantum dot technology that Samsung and TCL mainly pushed are also controversial, such as the “QD technology****†incident that broke out recently. Although Peng Xiaogang, professor of chemistry department of Zhejiang University, made “*†* It is an element of the natural abundance of the earth, which is everywhere in our daily lives. The **** of a 55-inch quantum dot TV is equivalent to about 1 kilogram of normal rice (according to the World Health Organization The standard ") itself, the harm to the human body is minimal," this seemingly objective explanation, but for the consumer, Peng Xiaogang's explanation has positively acknowledged the fact that the quantum dot TV has **, consumption For the first time, Quantum TV's first impression is that there are **, and it is not normal that they are concerned. As the plasma TV defeated that year, it was not a bad technology, but a failure caused by a combination of factors such as lead and radiation.
At the same time, QD technology has been exposed in the early stage. Although Samsung had weakened the concept of photoluminescence during its promotion, this problem has been overturned by experts from all walks of life. Quantum dot technology at this stage is in its infancy and is still limited by color filters. , far from reaching the stage of electroluminescence. In many people's view, the main purpose of Samsung's push QLED is to compete with LGD's OLED, urging to highlight its intentions rather than launching a perfect liquid crystal display solution to the market.
Purchasing power is not enough to look forward to explosive productsIn view of this, there are two typical technologies in the color TV industry: OLEDs for the purpose of comprehensive technological innovation, and quantum dots that use LCD as the main body for technological innovation.
And this is also very easy to understand the current real reasons for the downturn of the color TV industry: the more defects exposed by various technologies, the more hesitant the consumers will be. It is better to wait to see if they are spending money to buy an imperfect technology. The pre-sale of Apple's iPhone 8 is far less than expected, and the side also explains the problems of the color TV industry.
Therefore, since the beginning of this year, the data also confirms that the performance of color TVs is worse than before. For example, during the first half of the traditional sales season, Yuanchun Market, New Spring Products and May Day Market, all were dumb, except during the Jingdong 618 period. Sharp, Hisense and Xiaomi led the color TV industry to stage a late spring festival. From the second half of the year to the present, the biggest highlight is the showdown of Sharp Xiaomi in 919, which triggered a sales climax for the color TV. In the National Day holiday just past, the daily data of Oviyun.com showed that the color TV has fallen by nearly 30% and is extremely embarrassing.
In fact, for many consumers who are concerned about the direction of the color TV industry, they are not without the strength to buy, but they lack the passion to stimulate purchasing power, and they say that no one wants to be a new technology mouse. Therefore, the key to solving the current color TV industry is not to increase the intensity of propagating quantum dots, because consumers already know you “****†and also know that the current quantum dot technology is still in its infancy; How advanced consumer OLED technology is, because it is more meaningful for the consumer to fall within the affordable price range and to solve the burning problem than promised.
For consumers, what is called for is a brand-new, relatively obvious defect quantum dot and OLED, display technology with a more perfect and better experience is released.
Since the industry’s first consumer-grade 8K TV launched at the end of August, the “King of the LCD†Sharp has returned to the main line of technology-driven industrial change. Consumers are also slowly realizing that before the Sharp came back, Samsung In addition, the new focus of LCD technology has been Sharp.
new function
On October 10th, Sharp introduced a new 987654 14-series LCD TV, which increased the contrast ratio of the LCD from 3000:1 to 5000:1, increased the brightness of the screen by 20%, and achieved a wider range of color gamuts. 130%, CIE 1976. Sharp environmental-friendly non-toxic wide color gamut, does not use carcinogenic ** volatile quantum chromophore materials, realizes high ratio wide color gamut through KSF fluorescent crystal technology, with high saturation, accurate color value, natural brightness, faithful reproduction sharp and true Screen.
Directly highlights the wide color gamut
OLED failed to stimulate consumer enthusiasm and quantum dots failed to collide with too many sparks. For most consumers, the purchase of color TVs is not for the sake of novelty. It should be a change and innovation in mature and stable technology. Only in this way can it be guaranteed. For enterprises, refusing to flicker technical marketing, it should introduce mature and stable perfect technical solutions to the market. If Sharp's new products are what they say, super-crystal screens may have a chance to stand out from the melee.
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