2016 TV industry is expected to show slight increase in five trends

A few days ago, the relevant inspection agencies released data showing that in 2015 TV shipped 230 million units worldwide, a decrease of 2.5% year-on-year. Despite the sluggish global market, China's color TV industry still maintains positive growth. In 2015, the retail volume of China's color TV market was 46.74 million units, a year-on-year increase of 4.8%.

At the same time, the smart TV penetration rate reached 73% in 2015, and the activation rate was 83%. As of the end of 2015, the number of televisions in China exceeded 100 million, reaching 105 million. On this basis, the sales of boxes related to smart TVs also exceeded 60 million units. This shows that the video ecology based on the TV scene has matured and the profit model has become clearer.

It is predicted that in 2016 China's color TV sales will reach 47.39 million units, up 1.4% year-on-year; sales will reach 161.1 billion yuan, up 2.5% year-on-year. Experts predict that Internet TV brands are likely to experience a substantial increase. Taking LeTV Super TV, the leading brand of Internet TV, as an example, in 2015, LeTV completed its sales target of 3 million units in the whole year, and will hit 6 million sales targets in 2016. If the target is reached, it will achieve 100% growth.

In the past two years, the rise of Internet TV manufacturers has brought new opportunities for development in the color TV industry. The Internet TV brand led by Le has brought three drastic changes to the color TV industry, from hardware profit model upgrade to content profit, even service profit model; from the two levels of online and offline differentiation to the final integration; changes from promotion to dissemination . Behind the change in organizational form, the application of large-scale new technologies follows. The industry believes that in 2016, the following five major technologies will affect the development trend of color TV market.

Trend one: ultra-thin, large-screen

Judging the level of development of technology, the degree of integration is an important consideration. When the world’s first computer “ENIAC” was born, it occupies a 170-square-meter area and weighs 30 tons. Nowadays, the laptop that we carry around is also 14 inches, weighs less than 2KG, and even our common tablet and mobile phone. Smart watches are far smaller than this data. This is the result of the continuous updating of science and technology. In the same way, looking at the color TV market, the technological changes are also startling. Highly integrated TVs are becoming thinner and lighter, and the pursuit of the ultimate visual effects has made the screen bigger and bigger. It looks like two irreconcilable directions. It is perfectly integrated today at the level of science and technology and industry.


Taking Super 4 Max65 Blade released by LeTV as an example, the thickness is only 3.99mm, and it is the world's thinnest LCD TV. If you use a physical object as a reference object, it is equivalent to the thickness of two coins that are put together, which is only half the thickness of the iPhone 6S, which we call the ultimate thinness. This thickness is for a 65-inch “big guy”. It's incredible. However, the application of the Corning Iris Glass LGP made this possible, which is equivalent to 36 times the strength of an ordinary plastic light guide plate to ensure the solidity of 65 inches. Compared to the CRT and PDP eras, the ultra-thin breakthrough in industrialization and appreciation of aesthetics may lead the development of the color TV market in 2016.

Trend II: Split

The concept of split is not a new concept in the smart TV circle. The well-known LeTV and Samsung have all been launched in split TVs, which has become a new trend in the development of Internet TV. The concept of split-screen internet video has been adopted. Launched, it has become increasingly fierce.


Split TV separates the display part, the signal processing part and the sound system of the TV. It consists of a TV display terminal, a TV host and a TV audio system, completely subverting the traditional TV form. This kind of structure not only can complete the upgrade of the TV host at a low cost, but also can strengthen the audio experience of the TV without changing the overall design of the TV, and even directly define the split as a “smart home center” like LeTV. Layout of the future of home-based Internet top entrance. What kind of play can be derived from future splits? The key is still on the "host". In the coming year, we may see more companies making a fuss about "splitting."

Trend 3: Surface

From 1925, when the Englishman John Lodge Baird produced the first television set, the long history of nearly 90 years, the TV's direct impression has always been a cuboid plane. Until 2013, curved screen televisions came out and were accepted by the market in many doubts such as “How to watch curved screens?” and “How to hang on the wall?” and they only rewritten the history of television development and made curved surfaces a trend. Curved TVs use advanced technologies such as thinner flexible screens than flat-screen TVs, and creatively change the straight line of the screen to a slightly concave curve, which gives a more stunning visual effect.


Curved TVs have been hot in the past two years and are more common in high-end large-screen products. However, as the technology matures and market competition intensifies, the cost-effectiveness of curved TVs is gradually increasing. Samsung, TCL, and other traditional manufacturers are making efforts to develop curved screen products. In terms of internet TV, LeTV also introduced Lemax 4 Max65 Curved in 2015, bringing the price of the original high-end surface products to 6,999 yuan. It is foreseeable that in 2016, color TV manufacturers will be more competitive in curved screen products.

Trend 4: OLED

When it comes to OLEDs, you have to mention PDPs and LEDs first. PDP (plasma display panel) plasma technology originated in the 90s of last century and was once popular. It was used in the high-end products of various brands, and the price was quite expensive. Unfortunately, it has not yet been popularized and replaced by cheaper LCD LCD screens. Later, the backlight of the LCD was changed from the original CCFL fluorescent lamp to a white LED lamp, resulting in WLED or LED. The OLED does not require an LCD panel, and the RGB color signal is directly displayed by the OLED diode, which not only has a wide viewing angle, but also has a high contrast ratio, a fast response speed, and features of being thin, light, and energy-saving.


In 2013, LG launched the first OLED TV in China – the LG 55EA9800-CA. The thinnest part is only 4.3mm thick, the color display is real and natural, the motion picture is clear and smooth, with perfect 3D display and excellent sound characteristics. Although OLED has high requirements for the integration of technical thresholds and upstream and downstream industrial chains, and the yield rate is low, as the technology update iterations mature, the mass production capacity continues to increase, and the price space continues to decline. In 2016, there will be Ushered in the outbreak of OLED TV.

Trend 5: Laser TV

In 2005, Sony invested heavily in building a 500-square-meter giant screen laser theater at the Aichi Expo, demonstrating laser display technology to the world. In the following years, Mitsubishi and Sony first introduced 40-inch and 50-inch laser televisions. International companies such as German LDT Corporation, Japan’s Sony Corporation, Japan’s Mitsubishi Corporation, Panasonic, Hitachi, Toshiba, Epson, and South Korea’s Samsung Corporation, etc. Also reported are actively studying laser television, laser projection products.


In China, it is mentioned that laser televisions refer to Hisense. In September 2014, Hisense announced the launch of a completely independent R&D and manufacturing 100-inch laser theater system. This product has a built-in VIDAA operating system and can be located within 0.5 meters of the wall. Inside, project a 100-inch display. Although the debate about the future trend of OLED TVs or laser TVs is always on the horizon, we have seen that the industry chain of laser TVs is gradually maturing and the business prospects are becoming clearer. It is becoming one of the major technologies for future large-screen solutions. .

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