In 2016, the past year, looking back at the year, the domestic color TV market is generally not prosperous. Color TV manufacturers once hit a price war in the first half of the year, and the increase did not increase profits. In terms of sales volume, the total TV market in China has increased in 2016. According to AVC, it will reach 50.56 million units, which is still growing compared with previous years. However, due to the rising cost of panels and other products, various color TV manufacturers have to raise prices in the second half of the year. The industry is lamentable. This year's color TV market is such a tangled situation.
To review the product side. Compared with the past, TV screen products in the past are still strengthening, and the picture quality is further improved (such as HDR technology). OLED TV is also growing rapidly.
First, the big screen
At present, domestic TV has entered the era of big screen, and the larger the size, the bigger the trend becomes the development trend of the TV market today. In the first two years, the transition from the 32-inch mainstream to the 40-inch mainstream, and now 55-inch TV has been the main push size, and has gradually become the first choice in the family living room.
According to the AVC data, in terms of area, the sales area of ​​the color TV market in the first half of 2016 was 14.19 million square meters, an increase of 18%; from the size point of view, the star size of the color TV market in the first half of 2016 was 55 inches, and the market share was 21.8%, an increase of 10.1 percentage points compared with last year, becoming the largest increase in the color TV market in the first half of 2016, and also the dividing line of TV big screen; the market share of 55+ TV is 28.8%, an increase of 11.8 percentage points over last year; The market share of inches is 3.6%, an increase of 2.2 percentage points over last year.
With the acceptance of people more open, color TV manufacturers are slowly promoting 60, 65-inch TV, and even some manufacturers have begun to promote flat-panel TVs of 70 inches or more.
Second, intelligent
The so-called smart TV originally refers to a TV product that has a fully open platform and is equipped with an operating system. Users can install and uninstall various application software while enjoying ordinary TV content, and continue to expand and upgrade the functions.
However, at present, the functions that smart TV can achieve are not limited to this. It has been able to connect with intelligent hardware, smart appliances such as smart boxes, mobile phones, VR, AR, camera, somatosensory equipment, smart white electric appliances, and has more abundant and practical functions. With the development of these smart terminal devices, the smart home system with smart TV as the hub will be further improved.
Richer smart experience
Taking this year's new AR TV as an example, AR (Augmented Reality) technology enables the virtual world in the TV screen to interact with users in the real world. As a new way of interaction, it adds a sensory experience and enriches the family's big screen. entertainment. At present, AR TV has various applications such as AR somatosensory games, sports and fitness, children's education, and shopping fittings. The actual experience is also practical.
According to AVC data, the penetration rate of smart TV in the first half of 2016 has reached 79%, the activation rate is 87%, the number of active users on the terminal is 38 million, and the single time of TV app is 53 minutes. Looking ahead, the capabilities of smart TV will become more and more powerful.
Third, HDR technology into a high-end mainstream configuration
With the continuous improvement of the quality of film and television content display, consumers are increasingly demanding the display of television, and the improvement of picture quality by color TV manufacturers has never been relaxed. In 2016, the mainstream evolution of color TV products in terms of image quality is the adoption of 4K+HDR technology in mid- to high-end products.
HDR (High Dynamic Range High Dynamic Range Image) is the most popular avant-garde display technology in the global display and TV and movie content industries. Compared with ordinary TV, HDR technology TV can provide more dynamic range and image details. Using HDR TV to play HDR movies, the colors will be more vivid, the contrast of the brightest and darkest pictures will be more distinct, the brightness information will be more abundant, and the objects on the screen will be more realistic.
In addition to the clarity, the main core factor affecting the quality of TV is the dynamic range of brightness. This indicator has been stuck at the level of a few years ago. This is also the main reason why the contrast of LCD TVs is not high enough and the picture lacks contrast. In the actual experience, HDR technology can indeed bring better and more obvious image quality improvement experience to users.
According to AVC data, 121 new HDR TV models were listed in the first half of 2016, accounting for 23% of the number of new products in the first half of the year; HDR TV's monitoring retail market penetration rate was 6.8%. As this trend deepens, 4K+HDR will become one of the mainstream technologies in the TV market. In last year's inventory, we have foreseen that HDR technology will be popularized in mid- to high-end TV products this year. The current bottleneck is the insufficient amount of HDR video content, but I believe the future will slowly ease.
Fourth, OLED TV is growing rapidly
According to Ovi Data, the global shipment of OLED TVs will reach 400,000 units in 2015, and will increase to 1.3 million units in 2016. It is expected that global OLED TV shipments will continue to rise sharply by 2018. At present, there are more than 10 brands of OLED TVs that are listed or about to be listed worldwide. According to the best TV survey by the US consumer research report, 65-inch OLED TVs accounted for 74% of high-end products, while 55-inch ratios accounted for 77%. As a major supplier of OLED panels, LGD predicts that OLED TV will occupy 50% of the global high-end TV market in three years.
According to Ovi, the sales of OLED organic TVs in the Chinese market will continue to grow at a rate of 400% in 2016 and 2017. According to the data of the research institute IHS, the global market share of China's OLED TVs will stabilize at around 20% by 2018, when China will become the world's largest OLED market. The rapid growth of OLED TVs is due to the improvement in yield (the current 55-inch OLED panel yield has increased to 85%) and the growth of OLED panel production.
Both Samsung and LGD have invested huge amounts of capital in the OLED industry, and LGD plans to produce 2 million in 2017. Domestic panel makers are also actively participating, and BOE (BOE) and Huaxing have invested in the establishment of the Sixth Generation Line. BOE has announced the establishment of the 6th generation AMOLED production line in Mianyang, Sichuan, plus the 5.5-generation production line of Ordos and the 6th generation line of Chengdu. In the future, its OLED production line will reach three. The G11 generation project of Huaxing Optoelectronics plans OLED production capacity.
The growth of OLED screen production, especially the growth of domestic OLED production capacity will benefit the decline of OLED TV costs. I believe that the cost of OLED TV will gradually decline to the popularization line in the next few years.
Five, ultra high definition and surface
High-definition has always been the direction of TV product development. In recent years, 4K TV has become popular, and 8K TV is also developing. In 2015, 8K Ultra HD has already appeared, but in 2016, 8K Ultra HD display really emerged. Domestic brands such as Hisense and Skyworth have exhibited 8K TVs. However, the current 8K TV space is not large, and it is only possible to develop power in the next few years.
In addition, the curved TV market is also growing in 2016, but there is no bigger breakthrough in technology. In the future, with the development of curved surface technology, TV will not exist in a fixed form, adapting to the changing shape of the home, the appearance of the TV will be more subversive and diversified.
Six, inventory summary
In summary, in 2016, TV products were larger, smarter, and better in quality. For users, these are relatively real performance improvements that meet user needs.
Looking into the future, the development direction of TV products is also extending in these directions. Larger size, more surrounded by sense of presence; higher resolution, clearer, better color quality, closer to reality; more and more forms, split, integrated, curved, more personalized, adapt to the home environment; More intelligent, more interactive means, more integrated functions, become a home entertainment center, intelligent control center. In the end, we will see you again next year.
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