if you want to ask what is the trend of the display industry in 221, there is only one answer: Mini LED. Thanks to Apple, the market is said to soar 1 times, and it is becoming a battleground for global color TV giants.
recently, TCL held a "seeing, being more farsighted" TCL Mini LED strategy conference in Shenzhen, which once again strongly increased 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 mastered the layout opportunities 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 large-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 221, with the overall market shrinking by 15%, the sales of high-end color TV products frequently hit new highs, among which the sales of the most representative 8-inch products nearly doubled. The market head brand has a large screen size of 65 inches and above, accounting for about 4%. The domestic demand for color TV sets is upgrading to 75 inches, which has fully driven a round of increase in the average consumption price. No big screen, no color TV has become the "* * * knowledge" 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 "seeing video" to "being optimistic about video". Behind the user's choice of large-size TV, consumer demand is upgrading, and the 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?
the reason is very simple. Mini LED can bring higher brightness and light control, and it is not limited by size, with high brightness, wide color gamut, higher HDR partition and so on. In the same large screen size, the 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 display, 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 hierarchy is not 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 to enlarge the defects of image quality details, but to achieve better detail display ability on large size: this is the real magic of Mini LED technology.
as one of the top three color TV markets in the world, TCL has been committed to providing consumers with products that can interpret the future. The combination of large size and +Mini LED with high image quality is the "most powerful" weapon for TCL to further impact the peak market of global color TV. -TCL has also set a small goal: to make the TV business the first 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 OLED. More technological innovations fully demonstrate the industry's understanding of "consumers are not satisfied with today's products". However, following different paths, who is the only thrill?
OLED needs no backlight, and has the advantages of self-luminescence, strong screen plasticity and better black expression, which has great "technical attraction". However, at least at present, the shortcomings of OLED color TV are also obvious, not to mention the worry of screen burning caused by tires; Just the lack of large-scale capacity has become a major bottleneck-LCD has achieved the manufacturing of higher generation lines, such as TCL Huaxing's two 11th generation lines with the highest generation in the world. It is precisely 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 is still facing the problems of insufficient brightness, short life, high-frequency flickering of dark pictures, higher cost and unfriendly price to ordinary consumers. The disadvantages and advantages of OLED screens are as clear as those of OLED screens. For consumers, it is obviously painful to tolerate shortcomings: especially when there are more all-round developed players such as Mini LED large-size LCD.
At present, TCL has achieved full coverage from 55 inches to 98 inches for Mini LED LCD TVs, and the cost of mainstream dimensions has been continuously optimized, thus realizing the most comprehensive supply line for Mini LED TV products in the world. This has hurt another category known as the next generation color TV technology: laser tv.
laser tv products that continue projector technology obviously have the advantage of "big screen"-theoretically, there is no limit to the size of the projected picture. However, in reality, the application always considers the brightness problem and the actual image quality problem. Once we reach 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 bottlenecks 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 had not realized the 11th generation line, laser tv could indeed rely on the large screen of 7+ or more to "Niu Yi"; But today, TCL's 11th generation line also says no to this: Look at this new round of TCL products, mainly covering 65-98 inches, which have been fully competitive with laser tv's so-called "large size" advantage. Even in the 8+ size, LCD TV has gained a temporary price advantage.
larger size and higher image quality, you can't neglect either. In the era of big screen, the advantages of Mini LED are being thoroughly excavated, 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".
industry experts pointed out that in a short period of time, among the new color TV technologies that 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 why TCL and almost all mainstream color TV brands in the world have launched Mini LED technology products this year. If you praise the Mini LED one more time, you can also look at the application of Apple's Mini LED technology on MAC and other products: the Mini LED is not only the king of improving large-size image quality, but also the focus of a new round of upgrading of small and medium-sized display devices.
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 the core technology and realizing the "full localization" of the whole industrial chain. This technology is even considered as an opportunity for China color TV enterprises to achieve "lane change and overtaking" on the big screen display.
as an industry leader, TCL took the lead in laying out Mini LED three years ago. Even in 22, TCL won 9% of the global Mini LED LCD TV market share. Since 221, TCL has sold 3, Mini LED TVs with sales exceeding 1 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, 47 patents, 9 industry leaders, and many upstream and downstream strategic partners. Especially through the launch of TCL Huaxing, the situation of "lack of core and screen" in China has been broken. 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. With regard to the further layout of MINI LED, TCL is expected to invest at least 2 billion to establish 1 complete machine production lines worldwide, so as to achieve the goal of an annual production capacity of 1 million Mini LED smart screens in 224.
Of course, there won't be only one player for such a good technology. The global mainstream manufacturers will basically complete the research and development process of Mini LED in 221, and realize comprehensive product layout. It is predicted that the sales volume of Mini LED TV will increase 1 times in 221, 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 LEDs, 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 at the end
the mini led air outlet has arrived. TCL is constantly pushing forward the iteration of Mini LED display technology by taking the lead in layout, accelerating the marketization of Mini LED, improving technology research and development and consumer product matrix. 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 "making TV business the first in the world in 3-5 years".