When Samsung and LG promoted quantum dot technology and organic light-emitting diode technology as camp leaders respectively, TCL chose quantum dot technology camp, Skyworth, Changhong and Konka chose organic light-emitting diode technology camp, and Hisense did not choose one of them for the first time. Deputy general manager of Hisense once commented on the technology of organic light-emitting diodes: he thinks that organic light-emitting diodes are self-luminous devices and do not need backlight modules. Once it becomes the mainstream, China enterprises can only act as distributors and porters of foreign brands. The screen of OLED TV accounts for nearly 90% of the total TV cost, so China enterprises can only make the remaining 10%, that is, the motherboard and base. In addition, the yield and screen burning of organic light-emitting diodes are also one of the reasons why Hisense failed to make a decision.
At the same time, Hisense pushes the unique ULED image quality technology and is full of confidence in its own technological advantages. ULED image quality technology is a TV display technology innovated and developed by Hisense for many years. It is famous for its image quality performance comparable to that of organic light-emitting diodes, including high color gamut display, PCR precise color reproduction technology, multi-partition dynamic backlight control technology and adaptive partition peak brightness enhancement technology. Compared with traditional LED, ULED TV significantly improves the picture quality; Compared with organic light-emitting diodes, it can accurately control the brightness, color, contrast and layering of TV pictures at a lower cost. Hisense ULED TV has applied for more than 1000 technology patents and won more than 1000 domestic and international awards, which has been widely recognized by consumers.
In Hisense's view, ULED image quality technology has the strength to compete with organic light-emitting diode technology, which is also the biggest selling point of Hisense TV. Since then, Hisense has taken ULED image quality technology as the main foundation of its color TV. In the mainstream flagship series of color TV products, most of them are based on ULED image quality technology, and ULED TV also has a good performance in the market. Judging from the color TV market at that time, it was a quantum dot TV camp represented by Samsung and TCL, an OLED TV camp led by LG, Skyworth, Changhong and Konka, and an ULED image quality technology camp led by Hisense. Focusing on these three camps, it presents a situation of "three kingdoms killing".
Breaking the balance of power: organic light-emitting diodes are becoming stronger, and Hisense is seeking change.
Under the long-term development of the market, more and more brands have also participated in the "Three Kingdoms Kill" dispute, and the previous three-legged power balance has also begun to be broken. First of all, Japanese brands have joined the OLED technology camp on a large scale, followed by Japanese brands such as Toshiba and Hitachi. Huawei, which focuses on the mobile communication industry, also brings smart screen products equipped with organic light-emitting diode screens to cross the border into the smart big screen industry; Xiaomi, who started as an Internet TV that broke the price barrier of the industry, also launched a series of high-end OLED TV masters, which lowered the consumption threshold of large-screen OLED TVs at a very cost-effective price ... With the addition of many brands, the OLED TV camp has become more and more active and powerful, and the balance of the color TV market structure has quietly tilted in the direction of OLED.
Compared with the organic light-emitting diode camp, the other two camps have not changed much: in the quantum dot technology camp, except Samsung and TCL, only LeTV has joined, and Hisense in the ULED camp still has only itself. Nowadays, although the competition related to the next generation color TV display technology has not finally won, it is very obvious that the organic light-emitting diode camp is becoming stronger and stronger, and for Hisense, whose market space is constantly being squeezed, it is also necessary to seek changes to cope with the new market form.
So people saw Hisense officially join the OLED camp on 20 19. 2065438+In March, 2009, Hisense released A8 series OLED TV and six anti-afterimage technologies, and won the OLED TV admission ticket. Although this A8 series OLED TV was only a test of Hisense at that time, Hisense followed up frequently and continued to exert its strength. In the future, Hisense not only publicly announced that it will adopt the "Hisense+Toshiba" dual-brand strategy in the OLED TV market in 2020, but also announced that it will lay out the upstream of the industrial chain and strengthen the promotion of OLED TV in the global market. Today, Hisense once again launched the Galaxy series OLED TV J70, and added more OLED TVs again, which also reflects its emphasis on OLED TVs. Now it seems that Hisense, Skyworth, Changhong and Konka are among the top five domestic color TV brands, and the color TV market structure has changed a lot: organic light-emitting diodes have become the biggest force.
Diversified development: Organic light-emitting diodes are not the only answer for Hisense.
Perhaps in the industry's view, Hisense is already a general in the OLED TV camp, but from the perspective of Hisense's own color TV product line, Hisense actually adheres to the principle of "don't put eggs in one basket", and is not limited to developing only organic light-emitting diode TVs, but developing in many aspects and comprehensively cultivating product lines. Hisense's original ULED image quality technology is still the selling point of its color TV. Just in June this year, Hisense also launched ULED super-quality TV U7 as a special commemorative edition for the 60th anniversary of the European Cup in 2020. In fact, even after Hisense joined the OLED camp, it did not explicitly indicate that it would give up ULED technology. It is not difficult to see that Hisense still has enough technology for its own ULED technology and will not easily give up the fist product series blessed by ULED technology.
On the other hand, Hisense also owns the laser tv category, and it also has quite strong performance in the color TV market. According to the total data of Ovi Cloud. Com, the compound growth rate of laser tv from 20 15 to 2020 will reach 2 13.8%. From June to July this year, the overall retail volume of China color TV market decreased by 9.0% year-on-year, while the retail volume of laser tv increased by 77.5% year-on-year, making it the only category in the color TV market that achieved positive growth. According to authoritative statistics, in the first half of this year, the sales volume of Hisense laser tv increased by 33.60%, and the results were very bright. In the color TV market, Hisense laser tv also has strong competitiveness. Technology, whether ULED TV, laser tv TV or OLED TV, is not the only answer for Hisense, but all-round development and all-round growth is Hisense's hope.
At the moment when the organic light-emitting diode camp is becoming more and more powerful, it can be said that the color TV market pattern has also undergone considerable changes. More powerful organic light-emitting diodes may also rewrite the power map of the color TV industry. But for Hisense, it is adding organic light-emitting diodes as a powerful chip in its hands, and it has gained a lot in its own strength. Of course, how to make good use of organic light-emitting diodes is very important. After all, Hisense is a latecomer in organic light-emitting diodes, and how to operate and develop in this field in the future still needs to experience some challenges.