YORK network appliance channel this year is the first time for Sony's AWE, television products is the focus of the Sony booth. On March 10th, the spokesperson Hu Ge visited the scene and announced the price of the new OLED TV A8F in the Chinese region, which is also the world’s first region, 55 inches 15999 yuan, 65 inches 25999 yuan.
Compared with the A1 released last year, the 55-inch and 65-inch models were priced at 24,999 yuan and 35,999 yuan respectively. The up to 10,000 units of the A8F were obviously beyond everyone's expectations, eliciting live media and audience exclaimed: "faith" Can have.
However, for Sony, there are deeper considerations behind the price.
Sony A8F
"If the A1 released last year is a small scale for Sony to enter the high-end OLED market, then the A8F will become the key product for Sony to shake the entire OLED market." After the release of the interview, Sony China Home Display Product Director Chen Wei Indicated.
Where does Sony's confidence come from? What is the market prospect of A8F?
A1 is the source of confidence
According to statistics of China Yikang, from 2017 to 2018, Sony occupied 36% of the domestic OLED market, and achieved a market share of over 65 inches and above 10,000 yuan.
65 inches is currently the base line for large-screen televisions, and the price of 10,000 yuan is a rough price division for high-end TV products. These two indicators are combined into one, which is what we often call the high-end large-screen market.
Sony achieved this remarkable achievement with just one product, A1, and it took only 10 months.
Not only OLED TVs, Sony's entire color TV business has achieved a converse trend in the past year. According to the data of China Yikang, the retail sales volume of China's color TV market in 2017 was 47.81 million units, down 8.1% year-on-year. However, sales of Sony China Color TV business increased by 18.5% year-on-year.
One of the important reasons is that since 2016, Sony has continued to adjust its TV product structure, and the proportion of large screens and high-end models has continued to rise. Z9D and A1 represent high-end products that precisely match the consumption upgrade trend in the Chinese market.
So this time, the A8F again chose China's starting.
Successor A8F
Compared to the A1 released last year, the A8F has also been completely redesigned in terms of appearance. It has increased the support of the stand and is more in line with the aesthetics of traditional consumers. In terms of human terms, it is more like a TV, and A1 is similar to an artwork. . Because the A8F does not have a back bracket and a tilt angle, it also reduces the space occupied by the A8F when placed. The practicality is no doubt better.
If you are looking for a sense of design and have a budget, choose A1; if you like simplicity and traditional aesthetics, choose A8F. Sony repeatedly emphasized that the A8F is not the so-called shrinking version of A1. The A8F has the same OLED display as the A1, the X1 advanced image processing chip, and the screen sound field technology with screen shake. Therefore, the two are nearly identical in sound and picture performance.
However, the emergence of the A8F, in addition to giving consumers an extra choice, also shouldered the important task of opening up territory.
The data shows that the retail sales of OLED TVs in 2017 achieved 88% growth. In 2018, OLED TVs will continue to maintain healthy growth with the panel supply growth and price drop, and it is expected to increase by 123% year-on-year.
Last year, there were OLED TVs that were already less than RMB 10,000, even cheaper than high-end LCD TVs. In this regard, the A8F, starting at 15,999 yuan, will not only help Sony maintain high-end positioning in the OLED camp, but also have a more competitive price compared to the A1, and assume the responsibility of expanding the share of the OLED market in the continued growth. In 2018, it is worth looking forward to whether the A8F can replicate or even surpass A1's performance.
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