Domestic TV technology innovation is the key to blindly follow the trend

In 1999, on the eve of China’s accession to the WTO World Trade Organization, domestic TV makers once had a collective wave of price cuts. It was first launched by Changhong, Skyworth, TCL, etc. to quickly follow, trying to respond to the impact of foreign TV brands at a lower price. This also caused widespread media skepticism at the time.

More than a decade later, domestic TV makers still take advantage of prices when facing foreign brands such as Samsung and LG, and use large amounts of capital for marketing, hype concepts, packaging gimmicks, and blindly following the trend. Core display technologies such as SUHD, OLED, 4K ultra high definition, and curved surfaces are still in the hands of foreign companies. Technically, it is controlled by people, such as the Foxconn foundry factory; in the market, it takes "quantity" and loses the "quality", and low profits force him to hesitate in the R&D investment. Where is the cause of domestic TV? Where is the way out?


Domestic manufacturers of the three "magic"

In short, the problem of domestic TV makers is to over-emphasize price advantage and marketing methods in the process of chasing scale effect to snatch market share, instead ignoring the R&D and technological advantages that scale effect should exhibit. When foreign companies introduce a product that uses innovative technology, domestic manufacturers will always wait and see, and then follow suit.

1, price war

Being good at and eager to fight price wars is a dominant method used by domestic TV makers to seize market share for a long time. Price cuts have helped the brand quickly gain market attention and share while also making the entire industry pay a terrible price for it. The price war in 1998 had directly led to a loss of 5.4 billion yuan in profits across the industry, which in turn made it impossible for domestic TV makers to invest sufficient funds in technological innovation and product development.

At present, along with the cross-border of Internet companies such as LeTV and Xiaomi, the price war has greatly escalated. The "cost pricing" model of Internet TV did not significantly increase its sales. Millet TV shipped only 300,000 units in 2014. However, such a low price has brought huge challenges to traditional TV manufacturers. TCL, Domestic manufacturers such as Skyworth have to respond in the same way and pull profits to the lowest level in the industry.

2, blind follow the trend

When Korean-based Samsung and LG successively launched curved-surface TVs in 2013, domestic TV makers were excited to catch up with the wave of “smart TVs.” Concerns and cheers for opportunities even created domestic TV makers to use smart TVs. The wave has reversed the illusion of a passive market. There is media in the report one-sided comparison of smart TV sales data, in order to highlight the domestic TV's competitive advantage, to become an accomplice to create this illusion.

In 2014, when domestic television giants such as Hisense, Changhong, Skyworth, and TCL came back to follow suit and “curved TVs” to follow suit, nearly a year passed. The new curved surface high-end market is almost exclusively occupied by Samsung, reaching over 80%. It seems that this also confirms the previous analysis of the industry: compared with Korean companies in the technology flow, domestic TV companies are at least one year behind, or even more.

3, fried concept, light quality

In fact, it is not the domestic manufacturers that always make a slow beat. On the 4K ultra high-definition television, the concept was once sizzled, but in the end it did not stick to quality and was later relocated to foreign capital. Since the 13th year, Skyworth, TCL, Hisense and other foreign brands have preliminarily shot 4K cards. Regardless of whether it is in the marketing of brands or stores, 4K TV has been regarded as an important selling point, and 4 times the picture quality of Full HD, as if If you do not buy, you will be left behind. But the reality is that most domestic 4K TVs only carry a 4K panel, and even the cheapest, and lack the most core 4K image quality optimization technology. In contrast, Sony and Samsung’s 4K TVs are equipped with patented technologies that enable the optimization and upgrading of ordinary film sources, achieving near- 4K image quality. You know, in the absence of a 4K film source, this is the “true 4K” in the eyes of consumers and it can be clearer regardless of what you see. Samsung TV has even launched a feature that rewards the viewers for this year, and has optimized the picture quality to the most frequently used set-top box.


TV core technology is still in the hands of Korean companies

Recently, Japan's color TV benchmark Sharp announced that it will shrink the TV business globally. The same day, the other giants of the Japanese are also difficult. Toshiba, Panasonic has closed down the Chinese manufacturing plant, Sony's TV business is also in trouble . The decline of the Japanese color TV made the previous TV "Three Kingdoms Kill" become "Chinese and South Korea's hegemony." This is a huge opportunity for domestic manufacturers, but compared with Korean companies, our gap in core technology and innovation is still very clear.

Samsung TVs, represented by Samsung and LG, have taken advantage of technological innovations and product upgrades and have been leading the industry for decades. Their innovation capabilities and technology reserves cannot be underestimated. Take Samsung’s recently launched strategic product “SUHD UltraHDTV” as an example. This product uses nanocrystalline semiconductor technology developed by Samsung for 14 years. It is more environmentally friendly than conventional QD quantum dots, and it is more than just a color expression. All-round improvement of picture quality. At the same time, SUHD has adopted the industry-leading surface technology in its design to make the audiovisual experience even more immersive.

Another advanced display technology, OLED, is also in the hands of Korean companies. LG is an advocate of this technology. It expects to use OLED to compete with Samsung. Currently, only LG and Samsung produce energy-efficient OLED screens. Although OLEDs are subject to short life spans and high costs, they are difficult to become mainstream in the short term. However, its unique organic flexible screen and ultra-thin characteristics have created conditions for the future "flexible" television. At present, Samsung has launched a "really bendable" concept TV, but it has not yet officially entered the market.

Because of this, the Korean brand has maintained its growth momentum in the context of the cooling of the global color TV market. According to the data, in 2014, with Japanese and domestic TV shipments declining, Korean manufacturers’ sales in 2014 increased by US$1.56 billion year-on-year, and their market share increased from 41.9% to 43.9% (Samsung was 29.2%. Occupy the first; LG is 16.7%, ranking second. Chinese manufacturers’ sales decreased by US$2.316 billion year-on-year, and Japanese manufacturers’ sales decreased by US$2.137 billion. The scale effect brought by the advantages of technology research and development is fully reflected in the Korean TV manufacturers.

Marketing is not king, domestic TV will take off to learn first

Chinese companies, especially home appliance manufacturing companies, tend to value the value of marketing too much in the process of seizing market share. In the early stage of product entry, they may achieve certain results through bombardment-style advertisements and promotions, but from companies. From the perspective of long-term development, overdraft of consumer brands and neglect of technological innovation will often push companies into the abyss.

Since the advent of the VCD, it has only been four years since its glory, and it has become a textbook case in the history of Chinese corporate development. Its founder, Hu Zhibiao, threw RMB 210 million to grab CCTV’s “standard king” and spent huge sums of money to invite Jackie Chan, the director of Zhang Yimou, to star in and shoot commercials, but in the end it was only a flash in the pan. In addition to Hu Zhibiao’s personal management factors, the biggest problem is that after other companies have entered the market, Aiduo did not maintain the advantages of technology to open up new market segments and profit points, but chose to drive down profits and eventually be astronomical. Advertising costs pressure.

The same is true for the television industry. The tide of price cuts led by domestic manufacturers has hit the industry. However, the “price cut” has still been regarded as a marketing magic weapon by domestic manufacturers and has been kidnapped with the concept of “benefiting the country and the people” in an attempt to create a brand image of “national industrial bearer”. The media is also often keen on such reports, and when it comes to TV price cuts, it is widely advertised. A senior reporter once pointed out: "The media may have been on the television industry and it has been marketed!"

When Korean TV makers such as Samsung and LG continue to increase technological innovation and successively launch products that lead the industry's new trends such as SUHD, OLED, and curved TV, our domestic manufacturers are busy speculating, busy with stories, and busy chasing “smarts”. "The" tuyere." However, marketing can only bring temporary benefits, and domestic TV makers lacking the capability for technological innovation are still full of ups and downs. The Korean companies that really want to realize overtaking and passing technology are worth learning from. a lot of.



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