Recently, TCL held a "visible, more far-sighted" TCL Mini LED strategy conference in Shenzhen, and once again strongly overweight the Mini LED track. Zhang Shaoyong, vice president of TCL industry and CEO of TCL Electronics, said that as the "earliest enterprise in layout and mass production" of Mini LED, TCL has grasped the layout opportunity of the entire industrial chain of Mini LED, and strived to make TCL smart screen the first in the world in 3-5 years.
Mini LED technology is setting off a new revolution in the big-screen color TV market. Many manufacturers re-establish the commanding heights of the industry through Mini LED display technology, and are creating a new round of innovation climax.
In recent years, the consumption of color TV market is increasingly divided. Especially in the first half of 20021,under the background of shrinking overall market 15%, the sales of high-end color TV products frequently reached new heights, among which the sales of the most representative 80-inch products nearly doubled. The head brand in the market has a large screen of 65 inches and above, accounting for about 40%. The domestic demand for color TV sets is escalating to 75 inches, which has fully driven a round of increase in the average consumer price. No big screen, no color TV has become the "* * * common sense" of the industry.
So why are consumers more and more interested in large-size TV? The answer lies in "the audio-visual experience needs differentiation". Including mobile phones, tablets, NB/PC and other devices, can be "audio-visual products". In this pan-audio-visual era, the value of color TV has changed from "watching video" to "watching video". Behind the user's choice of large-size TV, consumer demand is upgrading and product value is upgrading. In this context, why does Mini LED "go out of the circle" to attract TCL and other industry giants to compete for development?
There is a simple reason. Mini LED can bring higher brightness and light control regardless of its size, and has the characteristics of high brightness, wide color gamut and higher HDR partition. Under the same large screen size, Mini LED can present a better display screen, meeting consumers' demand for large size and high image quality. To this end, Mini LED is also regarded as the "ultimate upgrade" of LCD TV by people in the industry.
Especially in large-size displays, the value of Mini LED technology is more significant. The combination of Mini LED technology and HDR technology can realize precise control of brightness and color in more backlight partitions. This significantly improves the immersion of large-size TV, and obtains higher dynamic contrast and gray-scale display ability of details: in the large-screen display of large-size TV, the sense of delicacy and layering will not be lost because the details of the screen are enlarged too much.
In other words, large size is not the only upgrade dimension of color TV: consumers need large size, but also need "better image quality under large size"-large size is not a defect of enlarging image quality details, but a better detail display ability on large size: this is the real magic of Mini LED technology.
As one of the three largest color TV markets in the world, TCL has been committed to providing consumers with products that can interpret the future. The Mini LED combination with large size and high image quality is the "most powerful" weapon for TCL to further impact the global color TV peak market. -TCL has also set a small goal: to make the TV business number one in the world in 3-5 years.
At present, there are many products in the color TV market under the banner of the next generation, such as laser tv and organic light-emitting diodes. More technological innovations fully reflect the industry's understanding of "consumers are not satisfied with today's products". However, who is the only thrill if you take a different road?
Organic light-emitting diodes have the advantages of no backlight, self-luminescence, strong screen plasticity and better black expression, and have great "technical attraction". However, at least for now, the shortcomings of OLED color TV are also obvious, not to mention the worry of screen burning caused by tires; Only the lack of large-scale production capacity has become a major bottleneck-LCD has achieved the manufacturing of higher generation lines, such as TCL Huaxing's two highest generation lines in the world 1 1. It is with such hard-core strength that TCL can launch two 98-inch giant screens at this new product launch conference.
At the same time, OLED TV also faces some problems, such as insufficient brightness, short life, high-frequency flicker in the dark, high cost and unfriendly price to ordinary consumers. The advantages and disadvantages of OLED screens are as obvious as those of OLED screens. For consumers, it is obviously painful to tolerate shortcomings: especially in the case of more all-round developed players such as Mini LED and large LCD.
At present, TCL has achieved the full coverage of Mini LED LCD TV from 55 inches to 98 inches, and the mainstream size cost has been continuously optimized, realizing the most complete supply line of Mini LED TV products in the world. This hurts another category known as the next generation of color TV technology: laser tv.
The advantage of laser tv products that continue projector technology is obviously "big screen"-theoretically, there is no limit to the size of the projected picture. But in reality, the application always considers the brightness problem and the actual image quality problem. Once it reaches the "higher competition level" of "big screen upgrade consumption, it is bound to be high quality consumption", the "big" projection technology will not be beautiful.
In fact, brightness and contrast are the bottleneck of laser tv. At the same time, in 8K technology, laser tv also lags behind the mini LED LCD TV technology. Seven or eight years ago, when the LCD did not realize the 1 1 generation line, laser tv could really rely on the big screen "Niu Yi Bar" with 70+ or more; But today, TCL's 1 1 generation line also says no to this: Look at this new round of TCL products, mainly covering 65-98 inches, which have fully competed with laser tv's so-called "large size" advantage. Even in the 80+ size, LCD TV has gained a temporary price advantage.
You can't ignore the larger size and higher image quality. In the era of big screen, the advantages of Mini LED are being fully tapped, which can meet the needs of users for large size and high image quality. This is the real magic weapon for Mini LED to "win".
Experts in the industry pointed out that in the short term, among the new color TV technologies whose products have been commercialized, only Mini LED LCD TV can give consideration to both image quality and large size, and has good cost reduction accessibility. This is also the reason why TCL and almost all mainstream color TV brands around the world have launched Mini LED technology products this year. If you praise the Mini LED again, you can also look at the application of Apple's Mini LED technology in MAC and other products: Mini LED is not only the king to improve the image quality of large size, but also the focus of a new round of upgrade of small and medium-sized display equipment.
Mini LED is an innovative technology with strategic value. At present, China enterprises in the field of Mini LED are leading the development direction of the industry, mastering core technologies and realizing "full localization" of the whole industry chain. This technology is even considered as an opportunity for China color TV enterprises to achieve "lane-changing overtaking" on the big screen display.
As an industry leader, TCL took the lead in laying out Mini LED three years ago. Even in 2020, TCL has won 90% market share of the global Mini LED LCD TV. Since 20021,TCL has sold 300,000 mini LED TVs, with sales exceeding 65.438 billion yuan. This is one of the rare global victories of domestic color TV brands in the high-end market.
At present, TCL has 4 Mini LED backlight display laboratories, 470 patents, 9 industry leaders and many upstream and downstream strategic partners. Especially through the launch of TCL Huaxing, it broke the situation of "lack of core and screen" in China. TCL Huaxing has achieved the global leading in TV panel sales, and is the only color TV enterprise in China that has completed the vertical integration of industrial chain. Regarding the further layout of MINI LED, TCL is expected to invest at least 2 billion yuan to build 10 complete machine production lines around the world, so as to achieve the goal of annual production capacity of mini LED smart screens of100000 pieces in 2024.
Of course, such a good technology will not only have one player. The global mainstream manufacturers will basically complete the research and development process of Mini LED in 20021year, and realize a comprehensive product layout. It is predicted that in 20021year, the sales volume of mini LED TV will increase by 10 times, becoming the biggest "melon" in the whole display industry. The author believes that with the active expansion of upstream production and the improvement of yield, the cost of Mini LED chips will continue to decline, which will accelerate the popularization of Mini LED, and the large-screen mini LED market will continue to usher in explosive growth. This will further enhance the global competitiveness of China color TV brands.
Write it at the end
Here comes the mini LED vent. By taking the lead in layout, TCL has accelerated the marketization of Mini LED, improved the technology research and development and consumer product matrix, and continuously promoted the iteration of Mini LED display technology. The strength of this round of new products is just a small test of its years of industrial chain accumulation. We have reason to believe that TCL Mini LED series products will soon become the real "C-bit" hard currency in the tide of color TV consumption transformation and upgrading, which will also be a solid guarantee for TCL to achieve the small goal of "TV business is the first in the world within 3-5 years".