Every major sporting event is a competitive field for both athletes and TV manufacturers. On May 17, less than a month before the opening of the 2018 World Cup in Russia, Hisense, the sponsor of the 2018 World Cup and TV brand partner, announced the launch of L5/L7 lasers in Beijing. TVs, among which the 80-inch laser TV of the L5 series achieved a price of less than 20,000 yuan for the first time, which is equivalent to the price of a 65-inch LCD TV. This has launched an offensive to replace large-screen LCD TVs and ignited a new round of the super-large-screen "head" color TV market. The flames of war. Can laser become the mainstream technology in the super-large screen market? Hisense cuts in with laser TV and offers price killers. Can Hisense become the "head player" leading the right to speak in this market?
Instead of LCD, open the way to popularize laser TV?Large-screen TVs have always been the value high ground in the color TV market. At present, the global color TV market is weak, but the large-screen TV market is going strong all the way, and sales continue to increase.
Zhang Bing, director of consumer electronics research at IHS China, said in an interview with reporters that there are two key words for competition in the color TV market, one is size and the other is price. In the market for large screens above 75 inches, LCD has always been the mainstream technology, and the key to its competition is the supply chain capability of large LCD screens. At present, this bottleneck has not been able to break through. Although MicroLED, another optional technology for large screens, can achieve larger sizes, it still faces the challenge of immature technology. In this context, lasers have become another important choice in the super-large screen market.
However, Zhang Bing said that there are still two major challenges facing laser TV to achieve large-scale popularization. One is that the price is too high. Take an 80-inch 4K laser TV as an example. The prices that really meet this technical standard are all over 30,000 yuan. Second, the brightness is not enough, which in turn affects the contrast and clarity of the color TV and cannot achieve the visual effects of the LCD TV.
The laser TV L5/L7 series 4K laser TV released by Hisense this time covers three specification segments of 80 inches, 88 inches and 100 inches. From the perspective of brightness, the brightness of Hisense’s new laser TV is increased by 25%, up to 400nit, and the brightness is almost the same as that of LCD TVs. From the price point of view, the new Hisense laser TV products have achieved a significant drop. Hisense L5 series laser 80-inch TVs have achieved below 20,000 yuan for the first time, which is equivalent to the price of 65-inch LCD TVs. These two breakthroughs have ignited the battle for laser TVs to replace large-screen LCD TVs.
According to data from Zhongyikang, the growth rate of laser TV in the first quarter of this year was 182.9%. In the first week of May, the growth rate of retail sales of TVs above 85 inches increased by 123.1% year-on-year. Liu Hongxin, President of Hisense Group, said: "The time has come for the laser TV market to explode. Hisense Laser TV has officially launched a full assault on the market share of large-size TVs over 65 inches."
At present, the main markets for large-screen color TVs in the world are North America and China. Wang Wei, deputy general manager of Hisense TV Marketing Co., Ltd., said in an interview that this time L5/L7 and the last L6 are all sold simultaneously in the core global markets. In addition to China, they will also be sold in the United States, Canada, Mexico and South America. , Europe and other countries and regions closely related to football are simultaneously listed on the market. "The 80-inch laser TV has a minimum sales target of 50,000 this year. Reaching such sales will have a disruptive impact on the 65-inch and 75-inch mid-to-high-end color TV market."
Zhang Bing said that the accepted price for mass consumption is US$500, which is a niche market. Although the scale is small, there is a lot of room for premium.
And Liu Xianrong, the head of Hisense Laser Display R&D Department, told reporters that Hisense laser TV will follow the strategy of "further quality and price reduction". Hisense laser TV is constantly breaking through price limitations, opening up imagination for the acceleration of laser TV popularization.
Become the number one player of laser TV?The color TV industry faces a major technological change every ten years. According to this time rhythm, LCD TV technology has been applied for nearly ten years, and it should have reached the key point for the change of dynasties. At present, several technologies are competing to become the right to speak in the mainstream market of next-generation color TVs. Who can win, is it OLED or laser TV or something else? This is not the time to draw conclusions.
At present, laser TV is accelerating. With years of strategic layout in the field of laser TV, can Hisense lead the evolution of the next generation of TV? According to Liu Xianrong, Hisense started to deploy laser display technology in 2007 and was the first in the world to release laser TVs in 2014. So far, Hisense has iteratively launched 5 generations of laser TV products. So far, Hisense has applied for more than 300 patents in the field of laser TV. The core laser optical engine can be 100% independently developed and designed. From R&D to design to complete machine production and manufacturing, it is completely independent and more than 60% of the manufacturing cost is in its own hands. Hands. In 2017, laser TV helped Hisense gain 60% of the domestic market share of 85-inch and over-large screen TVs and 45% of 80-inch and over TVs in China.
From 7 years of investment without cost to today's layout, there are various signs that Hisense hopes to make laser TV bigger, and the goal is to change the entire color TV industry. When Hisense accelerates its efforts in the laser TV market, another hidden worry is whether Hisense’s heavy investment in laser TV will repeat the mistakes of PDP?
People in the color TV industry remember the dispute between LCD and PDP that year. Although PDP has various technical advantages, it still lost to LCD in the market.
From Zhang Bing's judgment, PDP is completely different from laser. PDP investment is very large, and the application is also large-size TV. The downstream must support the upstream industry. Many key components of laser TV are reused in different products in different industries. It is not just a single supplier of laser TV. Its industrial chain is not easy to break, so Hisense does not need to raise upstream.
Liu Xianrong is optimistic about the development of laser TV technology. On the one hand, its upstream industry technology progress is relatively slow, and on the other hand, there is still a lot of room for improvement in its scale. From these two points of view, Hisense has the opportunity to accelerate the promotion and bring about greater changes in the industry.
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