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What is LED TV? What new technology upgrades and unique features are available for LEDs compared to LCDs? Will LED become a new consumer hotspot and mainstream product in the LCD TV market? In the three camps of China, Japan and Korea, who can win the top spot in this LED new product competition?
The reporter noted that behind this series of questions, it is a vivid portrayal of the current status of LED products in the Chinese market. Although the market level does not have enough understanding of the product features of this technology, some domestic and Korean companies have already launched related products in advance and successfully seized the market eye. The low-keyness of the Japanese corporate group in this product has also made the Chinese LCD TV market, which was originally fiercely competitive, a big change.
Industry observers assert that LED will become a springboard, and the enterprise market pattern of the three camps in China, Japan and Korea is expected to be re-ranked, and the status of Korean-owned companies in the Chinese market will be stronger. However, some people pointed out that LED is not a new technology. It has appeared many years ago. However, it is a gimmick and a tool for corporate market speculation. Chinese companies may take the opportunity to establish their own competitive advantages in the industry.
Technology update Hanqi is quite strong Although many consumers and industry insiders still haven't figured out what LED TV is, what special features of this product, but Samsung's LED TV has fully landed in the Chinese market this year and has seized enough market eyeballs. .
For LED TVs, Samsung's publicity page highlights four major features, namely energy saving, ultra-thin, high quality, and environmental protection. The reporter saw in the sales outlets of Gome that the ultra-thin appearance of Samsung LED TV of 2.99 cm still attracted many consumers to stop and watch. Some consumers told reporters that this kind of TV is thinner than LCD and the picture is bright, which is expensive. If it is cheaper, it will be considered for purchase.
The reporter was informed that LED has been in development for nearly 20 years since its birth, and it has not been developed in recent years. Compared with the existing CRT, PDP, LCD and other colorful electrical products on the market, LED's biggest advantage is thinner and more environmentally friendly. It has been praised as a new generation of products by many companies and is a technological upgrade of LCD TVs.
In recent years, as the competition in the domestic color TV industry has become more and more fierce, especially the upgrading of the CRT to the LCD, the Japanese companies that originally dominated the CRT field have been quickly replaced by TCL, Samsung and other Chinese and Korean companies. . Around the competition of LCD TVs, Chinese and foreign companies have also staged two major versions of the market strategy this year. At the beginning of the year, domestic companies represented by TCL, Hisense and Changhong suddenly launched Internet TV, which aims to effectively extend the value-added of enterprises from processing and manufacturing to content services by providing third-party content. Samsung and LG are fully committed to the promotion of LED products, and want to promote the new market concept through the new TV to enhance the market competitiveness of enterprises.
It is understood that compared with the innovation of the application function of the new Internet TV products, the LED is an improvement on the hardware level. Whether the two new products can play a tit-for-tat contest at the market level, and whether they can rewrite the market share and industry layout of Chinese and Korean companies with this new product. Some insiders pointed out that it is too early to expect LED, but it is still worth looking forward to.
The price is high, and the Japanese companies are low-key. Compared with the high-profile LED products of Korean companies, the attitude of Japanese companies to LED products is ambiguous. The reporter noticed that Sony and Sharp have also launched their own LED products. However, compared with the high-profile promotion of Korean-funded enterprises this year, the two companies have relatively few introductions for LED products at the terminal, and the product lines are also thin, mostly concentrated on large sizes of 42 inches or more.
It is understood that the so-called LED TV is actually a kind of LCD TV, just the difference in backlight technology. At present, LCD TVs mainly use cold cathode backlights on the market, while LED backlights used in LEDs are also named after the products.
An employee of a Japanese color TV company that did not want to be named revealed that the name of the current LED TV is misleading to consumers. When many people see LEDs, they naturally think of upgrading LCD TVs. In fact, both use LCD screens, but the backlight technology is different. From a technical point of view, there is no substitute relationship between the two, but some details are improved.
The above employees also admitted that compared with the existing LCD TVs on the market, products using LED light sources can be made thinner and the energy saving effect is also obvious. However, at this stage it is not suitable for the market and mainstream consumer groups. The price is too expensive and is considered to be the biggest bottleneck restricting the popularity of LED products at this stage.
The reporter noticed that the same size LED products are several times higher than the market price of ordinary LCDs, and mass consumers are still difficult to accept at this stage. This is like the LCD TV just listed, the price is several times more expensive than CRT TV. However, once more and more companies participate in LED R&D and production, and the scale of product manufacturing and market demand expands, the price bottleneck will be quickly cracked.
An employee of Sharp China Trading Company privately revealed that according to Sharp's usual style, at this stage, he will not put his energy into the concept hype and marketing of LED products. According to another report, the key LED patents currently controlled by Nichia Chemical and Sharp will be invalidated in the next two years, which will greatly reduce the LED manufacturing cost and thus rapidly promote the market penetration of the product.
Observers pointed out that in order to ensure their share and status in the LCD market, in the LED products, Japanese-funded enterprises may adopt a waiting strategy of boiling water and borrowing dumplings from the pot, and will not take the initiative to promote the promotion of LEDs in the market.
The selling point highlights the excitement of the Chinese company. In addition to LCD TVs, including computer monitors, projector displays, and digital photo frames, LED backlights are beginning to be used. But at this stage, in addition to Hisense's active promotion of LED products, domestic companies have a relatively low attitude towards this product.
Since the beginning of this year, TCL, Konka, Haier, Xoceco, Skyworth and other domestic mainstream enterprises have made full efforts in network TV products. TCL's Mitv, Haier Mocha, Skyworth Cool Music and Xoceco cross-border new products are all innovative and integrated application functions based on LCD products. Even Hisense, while promoting new LED products, launched the Blue Media Network TV.
However, in the technical reserve and product planning of LED products, strategic products have long been listed by various companies. At the 2009 Shenzhen Photoelectric Display Week, which ended at the end of last month, TCL exhibited a 52-inch LCD TV with three primary color RGB LED backlight technology. It can be said that the technical reserves of domestic enterprises have been going on.
An industry insider pointed out that according to the cycle law of the company's planning of product marketing FromEMKT.com.cn, the marketing focus of domestic enterprises at this stage is still IPTV, and there is no sign of turning to LED products in the short term. Of course, it is not ruled out that with the reduction of LED costs, domestic enterprises will turn to the whole country in the next few months. After the 11th and the Spring Festival, a small peak will be ushered in. Next year, it will reach 30%.
Faced with the future trend of flat screen TV screen and thin and light, the popularity of LED products is only a matter of time, and there is no technical stability. However, the current domestic technical standards for LED backlights are still in a blank stage. In the LED backlight module design, LED backlight manufacturers, module manufacturers, TV manufacturers, color filter manufacturers, etc. are also required to jointly develop relevant parameters, unified standards and systems, so as to achieve the development of the group. Joint effectiveness.
Li Wei, deputy general manager of TCL Multimedia China Business Center, believes that at this stage, for the marketing of LED, domestic enterprises should first consolidate their internal strengths, and then wait for the market to mature, then integrate products, prices, promotions, networks and other resources to concentrate. Make a move and move. He said that Chinese companies will not miss this opportunity. 