At the new product launch event of Xiaomi 2S TV, the two elements of Internet thinking and intelligence were played down. Xiaomi, who has not played cards conventionally, pointed his finger at traditional TV manufacturers such as Sony, Samsung and Sharp, and acted as a referee himself, taking the picture quality of Xiaomi 2S TV and its opponent PK. The action of Xiaomi TV caused a great uproar and fierce debate.
Coincidentally, just after Xiaomi used image quality PK Sony, Samsung and Sharp, Hisense held an online press conference. The core content is the China-South Korea TV quality inspection report released by Professor Li Xiaohua of the Southeast University Display Technology Research Center (hereinafter referred to as painting Quality inspection report). The picture quality inspection report compares and evaluates the most high-end TVs of mainstream brands on the market for the first time. As a result, Hisense-led ULED display technology surpassed South Korea's most advanced OLED and SUHD technology, and topped the LCD display technology for the first time.
If the picture quality of Xiaomi, Samsung and Sony is a self-edited and self-produced drama, then Hisense is using third-party data to prove the strength of ULED display technology. At the same time, the marketing and promotion of Samsung SUHD TV and LG OLED TV is also the highlight of the picture. Judging from the actions of various TV brands, the hustle and bustle of competition in the smart TV industry is downplaying the so-called Internet thinking, and putting the most direct user perception experience, picture quality, at the commanding heights of marketing.
For users, the smart TV system is more advanced, and the processor performance is more powerful, which is far less convincing than the TV picture quality. The major TV brands have launched a new round of competition in picture quality, which can be said to be a new round of duel after the smart TV returns to its original nature. Compared with previous marketing techniques such as exposure parameters and comparison configuration, the competition of smart TVs in terms of picture quality is not judged by manufacturers but judges by users.
From the LCD era to the LED era, the advantages accumulated by domestic TV brands in the CRT era are no longer there. From the display screen to the display module, domestic TVs have been used for a long time, without their own research and development technology, which has caused domestic TV manufacturers to be technically constrained by others. This embarrassing situation controlled by people continued until around 2007.
In order to get rid of the predicament of being technically constrained by people, Hisense has formulated a strategy for independent research and development of technology. In 2007, the first domestic LCD module production line was officially put into production at Hisense. Subsequently, Huaxing Optoelectronics invested by TCL was also completed and put into production in August 2011. So far, China has achieved independent research and development in the field of liquid crystal panels and display modules, which has overcome the embarrassing situation in which liquid crystal panels and modules have been subject to human control for many years. .
However, after entering the LED era, signs of domestic TV display technology lagging once again revealed. TV companies such as Konka and Skyworth have not followed up on the research and development of display technology, but still pursued the technical strategy of adopting and following. The Internet companies represented by Xiaomi Hele are nothing more than copying solutions from other manufacturers, and do not have their own technology accumulation in the field of display technology.
In fact, in the field of LED technology, it is not accidental for domestic color TV companies to lag behind, because independent color TV brands have always ignored the development of core display technology. In a rapidly changing market structure, without continuous technological research and development, backwardness is inevitable. Sony and Sharp, which had deep technology accumulation in the past in the field of TV technology, have fallen into a tragic situation in which their performance has fallen sharply. At the technical level, two former technology giants, Sony and Sharp, were also surpassed by two South Korean companies, Samsung and LG. This cruel fact tells us that the continuous innovation and development of technology is the basis for enterprises to maintain their leading edge in the competition.
From the picture quality research report of Southeast University, we can see that Hisense ULED technology, Samsung ’s SUHD and LG ’s OLED are currently the leading technologies for high-end color TV products. Moreover, Hisense-led ULED technology has obtained 13 invention patents, including US and European patent authorizations. Of course, it is temporary that Hisense ULED technology is superior to Samsung and LG, and the picture quality research report of Southeast University also mentioned this. In the future, whether Hisense can maintain the technological advantage of ULED will still need to face challenges, which is also the law of technological evolution.
As far as the industry is concerned, Hisense's ULED technology surpassed the two major color TV brands of Samsung and LG in the Korean system, which pointed out a breakthrough for domestic color TV companies. Only by technological research and development can we survive in the color TV industry. Is the decline of the two major Japanese TV giants Sony and Sharp a good example?
A week ago, Hisense acquired all the equity and assets of Sharp ’s Mexico plant and obtained the right to use Sharp TV ’s Americas brand. As we all know, Sharp has always been known as the “Father of Liquid Crystals†in the industry. This title is a symbol of Sharp's strength in LCD technology. When the color TV entered the LED era, Sharp's technological advantages in the field of liquid crystal display did not last, and eventually reduced to the fate of being acquired by Hisense.
Although Hisense is currently only acquiring Sharp's assets in the Americas, this acquisition will lay a solid foundation for Hisense to enter the global top three color TV. Right now, the competition of high-end color TVs has evolved into a technological battle between Samsung, LG and Hisense. It is true that Hisense's ULED technology is temporarily ahead, but the dispute over the display technology of smart TVs has only just begun. There is still a suspense about whether Hisense will laugh to the end.
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