In the projection market in recent years, the most extraordinary change has been the rise of laser light source technology. Laser has not only promoted the complete innovation of projector light source technology, but also the competitive landscape of the projector market. The changes set off a reshuffle, which is known as the most disruptive change in the history of projector development.
The most important reason why the market is so excited is that laser light sources provide a new track for emerging brands to overtake in projection technology, allowing emerging domestic brands to finally have the opportunity to compete with The dominant traditional projector manufacturers stand on the same starting line and participate in a competition that completely sheds their burdens. On the new track of laser display, in addition to the rise of new brands such as Guangfeng, XGIMI, and Xiaomi, there are also domestic and foreign display giants such as Hisense, LG, Samsung, and Sony, which have not only opened up a new dimension in the projection market , which makes the projection market full of imagination.
When talking about Hisense, we have to talk about Hisense TVs. This is a well-known TV brand. As a rising star in the laser field, Hisense has continued to maintain its advantages and made outstanding contributions in the achievements of laser products. Relevant data shows that from 2015 to 2020, the compound annual growth rate of laser TV reached 213.8%, becoming the fastest growing display technology. According to statistics from Omdia, a global authoritative data company, in the fourth quarter of 2020, Hisense, Changhong, Xiaomi and other companies accounted for 60% of global laser TV shipments with absolute advantages. Throughout 2020, Hisense continued to lead the global laser TV market, accounting for 53% of global laser TV shipments.
Obviously, Hisense has become the biggest winner in the global laser TV market, which also confirms the view that countless people have high hopes for: laser has brought a new market structure reshuffle, and domestic brands is standing out on this new track. Wang Wei, vice president of Hisense Vision Technology Co., Ltd. and general manager of Qingdao Hisense Laser Display Co., Ltd., said: In 2007, Hisense launched the research and development of laser display technology and received support from the national “863 Plan”. Over the past 10 years, Hisense's R&D team has conducted thousands of experiments, focusing on core issues such as the durability and reliability of laser displays, breaking through various technical bottlenecks, and relying on core technology innovation to achieve Hisense's leading position in the laser TV industry. leading position. From 2014 to 2020, in just 7 years, Hisense Laser has been leading the market in product and Iteration of technology.
The rich experience in the field of laser TV makes Hisense Laser very comfortable in the commercial market. This year's infoComm is Hisense Laser's third appearance at the exhibition. Hisense will use this largest event in the professional audio and video industry to convey Hisense Laser's next strategic direction to the industry - laser commercial projection products.
Wang Wei said: "Although Hisense is still a new face in the field of commercial projection, we have been working hard for ten years and are very confident that Hisense's successful experience in laser TV can be copied to the commercial market. In the display field , Hisense has 52 years of accumulation of image quality technology, insists on promoting the development of laser technology based on TV image quality standards, and is fully capable of continuing to promote image quality improvements in the commercial field.”
It is reported that as of now. As of June 30, 2021, Hisense has applied for a total of 1,439 domestic and foreign patents in the field of laser display, and has authorized 575 patents. It has laid the solid foundation for the optimization and upgrading of the industry.
Wang Wei introduced, "Hisense has achieved a leading share in the field of laser TV, and is in a leading position in various technical indicators and requirements. It is precisely based on Hisense's advantages in the industry chain and industry needs, based on Hisense With the accumulation of laser TVs for home living rooms, we believe that Hisense’s technical advantages and production capacity advantages in the field of laser displays have given us the ability to expand commercial laser products.”
We have been promoting lasers since 2007. Since its technology research and development, Hisense has been defining laser display products around core indicators such as color, brightness, and clarity. Based on the technology accumulation of living room TVs, Hisense has expanded its advantages in optical engines to commercial projection products, and is committed to long-term The development of Jiao Engineering Machinery has promoted solutions in various fields such as conferences, exhibitions, and education, and has gradually completed the layout from products to solutions.
At this year’s InfoComm exhibition, Hisense Laser’s flagship solutions in the field of commercial projection were unveiled.
Among them, the 4K fusion solution created by the 4K ultra-short throw, high-lumen flagship product T68 not only solves the problem of projectors projecting high-resolution images in small spaces, but also improves image quality, stability, It leads the market in aspects such as chromaticity uniformity, and also takes into account the product characteristics of laser light sources that are healthy and eye-protecting. This solution can be applied in high-end conferences, high-end exhibition halls and smart command centers to meet the market's demand for projection images of different proportions. At the just-concluded celebration of the 100th anniversary of the founding of the Communist Party of China, T68 "mounted" on the Tiananmen Gate. After more than 300 hours of non-stop operation, there was not a single flash screen, power outage, signal interruption, etc. Successfully complete the service guarantee work for this important task.
Since its launch in June, the new T50 product has received unanimous praise from dealers and customers. At this exhibition, various product forms including T5 electronic whiteboard, T5 conference tablet, and T50 standalone will be displayed. This product is positioned to focus on the education market and conference room scenarios. Hisense Laser continues to integrate existing product resources in the industry to enrich terminal solutions. In the display solution with electronic whiteboards and conference tablets, the features of laser display, health, eye protection, large and small screen collaboration, and smart office/teaching are perfectly presented.
In addition, the P80 product that debuted is Hisense’s first 4K telephoto product with 10,000 lumens, and is Hisense’s first step in the telephoto field. Compared with 1080P telephoto products in the industry, the P80 ensures outstanding advantages in image quality with its ultra-high configuration of 4K and 10,000 lumens.
Just launching a few products, creating a few solutions, and making some quick money is obviously not in line with the values ??of a company as large as Hisense. "From a product to an industry, from a company to an industry, create a complete ecosystem and have a stronger voice." This is Hisense's ambition, Wang Wei said.
In the new trend of 8K, Hisense is making intensive arrangements. Wang Wei believes that 8K will bring huge competitiveness to laser TV, just like 4K technology back then. From HD to 4K, although the industry chain was not mature at that time, whoever realizes the introduction of technology and products first will win. Will seize the opportunity. When laser display achieves 8K, the luminous efficiency will not decrease as the resolution increases, and can even be improved. Therefore, laser TV with a high-efficiency laser light source is the best technical carrier to achieve 8K display. For commercial laser projection, 8K is a powerful blessing for competition between projection products and LCD.
From the perspective of the industry chain, Hisense is making all-round attempts to mobilize the resources of the industry chain to promote its leading position in 8K technology.
At the strategic level, in August 2020, Hisense was invited to join the 8K+5G live broadcast industry chain collaborative working group (alliance) led by the Ministry of Industry and Information Technology, and participated in Beijing’s first implementation of “5G+8K” applications. The large-scale 8K ultra-high-definition live broadcast event for consumer terminals provides basic technology experimental accumulation for the next step of realizing the implementation of 5G 8K demonstration in Beijing and even nationwide.
To achieve 8K image presentation, hardware, content, and decoding capabilities are required. In 2020, Hisense successfully developed the HV8107, China's first 8K image quality chip, which achieved breakthroughs in core image quality algorithms in terms of motion smoothness, color fidelity, HDR contrast, and AI image quality improvement. By applying core technologies such as independent AI algorithms, it achieves ultra-high-resolution image analysis from 2K to 8K and 4K to 8K, making the picture more delicate and layered. Wang Wei revealed that Hisense 8K laser TV is also under development and is expected to be launched in 2022.
With the blessing of 8K, Hisense Laser’s leading position in the TV market will undoubtedly continue to strengthen. In the professional display market with more diversified application scenarios, the 8K ecosystem capabilities will be even more powerful, helping Hisense in the next generation. Win the competition in display technology.
"From a product to an industry, from an enterprise to an industry", this is the corporate mission Hisense has defined for itself. In the laser TV industry, Hisense has driven the entire laser industry and the entire display industry through one product and one enterprise.
As the largest display event in the industry, the Global Laser Display Industry Forum hosted by Hisense is reaching new heights every year, expanding new circles of friends, and upgrading new industrial chains. What Hisense wants to do is to be a leader!