Recently, laser TV prices continue to set new records. After XGIMI Technology released a 10,000-yuan 1080p laser TV (excluding curtains), Hisense also released 4K laser TVs (including curtains) less than 20,000 yuan. The price of laser TVs is declining. unstoppable.
What's interesting is that while the size and price of laser TVs continue to drop, LCD TVs are declining along with the increase in size. The two are at a converging point in price and size. Laser TVs replace large-size LCD TVs. Has the time come?
Display technology meets large size
Laser usher in new opportunities
Display technology is showing a state of blooming, LCD, OLED, Micro LED, laser display, silicon-based OLED, etc. each emit unprecedented dazzling light based on their advantages. When these display technologies meet the trend of large-size TVs, the advantages and disadvantages of different display technologies begin to emerge, and laser displays usher in new opportunities.
At present, LCD TVs are still the mainstream of the TV market, and OLED and laser TVs, as rising stars, have a part of the market share in the high-end market. Micro LED TVs are not willing to be lonely, starting from this year to show their super-large screen advantages. The large-screen market has entered the Warring States Period, and various display technologies want to have a chance of survival. Zhang Bing, research director of consumer electronics at IHS China, pointed out that the size of LCD TVs is limited by the upstream panel production line. The most economical cutting sizes for the 10th generation line are 60-inch and 70-inch panels, and the most economical cutting size for the 10.5 generation line is 65-inch and 75-inch panels. Similarly, OLED TVs are also affected by the supply of upstream panels. It is difficult to break through the size of 65 inches or more in the short term. Although the 8.5-generation line can cut 77-inch and 88-inch panels in theory, the cost is very high. Therefore, LCD and OLED do not have a cost-effective advantage in the super-size TV market.
Micro LED can easily achieve hundreds of inches in theory, but the current technology is not very mature and the cost is very high, and it is temporarily unable to occupy a certain proportion in the super-size market.
The laser TV has the advantage of a large screen, and compared with the same size LCD TV (above 75 inches), it also has a cost-effective advantage. The laser TV is a supplement to the LCD TV in the large screen market and has market opportunities. Deng Bei, the head of Ailowe laser TV market, pointed out that at present, LCD TVs have a price advantage in the 65-inch and 70-inch markets, but the price competitiveness of laser TVs is more obvious in the size segment above 100 inches. 100-inch LCD The price of TV is hundreds of thousands of yuan, while the price of laser TV is 10,000 to 20,000 yuan. For users, the price gap is very large.
And the life and brightness of laser TVs are still improving. Xu Lixin, a professor at the University of Science and Technology of China, pointed out that in general, the brightness of 200 to 250 nits can basically meet the viewing needs of home TVs, while the brightness of laser TVs with phosphor solutions can achieve 20,000 lumens, which can meet the viewing scenes of homes. With the development of the laser TV market, the price will drop further. If the price of the laser light source can drop further, the three-color laser TV will gradually become the mainstream of the laser TV market.
Laser TV camp expanded
Market size will increase
In the past two to three years, laser TVs have shown a trend of rapid growth. Especially in the case of the color TV market in 2017, laser TVs have grown against the market and have become a bright spot in the color TV market. According to data from Aowei Cloud Network, the scale of sales of laser TV market in 2017 was 67,000 units, with a sales volume of 2.08 billion yuan, with growth rates of 116% and 109% respectively. It is estimated that by 2020, the sales of laser TVs will be 232,000. Taiwan’s sales volume was 4.31 billion yuan, with a compound growth rate of 51% and 27% respectively.
And the potential of laser TV has not been truly tapped. Liu Xianrong, the head of Hisense Laser Display R&D Department, believes that at present, the laser TV market is not very large, and technological progress in the upstream industry chain is relatively slow. If the laser TV market is as large as the LCD TV market, from the point of view of material consumption, laser TVs will be cheaper.
Zhong Bo, chairman and CEO of XGIMI Technology, also pointed out that with the growth of scale and the improvement of the supply chain, the price of laser TVs will continue to fall. In principle, LCD TVs are composed of liquid crystal materials, polarizers, LED backlights, etc., and laser TVs are composed of optical devices and chips. The potential for future price declines of laser TVs is greater than that of LCD TVs.
The rapid growth and large-screen trend of laser TV attract more and more manufacturers to join the laser TV camp. In addition to Hisense and Changhong, which have been working in the laser TV field, XGIMI, Xiaomi, Hualu, Baofeng, Nuts, Xiaoshuai, BenQ, Sony and other manufacturers are also pouring into the laser TV market. This has accelerated the pace of development of laser TV. According to data from Zhongyikang, the growth rate of laser TVs 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.
Laser TV replaces large-size LCD
The time has come?
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. OLED TVs, laser TVs, and Micro LED TVs are competing to become the right to speak in the mainstream market for next-generation color TVs.
An important reference point for whether it can become the mainstream is the sales volume, which is closely related to the price. Zhang Bing pointed out that household consumption generally focuses on TVs that cost around US$500. If the price can be reduced to 500 US dollars, it is possible to achieve popularization. At present, the prices of super-large OLED TVs and Micro LED TVs are relatively high, and there is no opportunity for them to become mainstream for the time being. The price of laser TVs is declining, and has now fallen to between 10,000 and 20,000 yuan.
Wang Wei, deputy general manager of Hisense TV Marketing Co., Ltd., pointed out that size and price determine whether laser TV sales can explode further. The average consumption size of LCD TVs continues to grow. In the early days, it was 32 inches, and later to 42 inches and 45 inches, and it will also grow to 55 inches and 60 inches in the future. The laser TV is from 100 inches down to 88 inches, 80 inches, Hisense will also launch a lower size laser TV. At that time, laser TVs and LCD TVs will have a meeting point in terms of price and size. For example, Hisense will launch a laser TV of about 70 inches, and the price will be lower. By then, the sales volume may be more than 100,000 to 200,000 units. , May soar to millions of units.
Zhong Bo also said that some people mentioned laser TVs in the first two or three years, but the absolute price of laser TVs at that time was too expensive, or the specifications were low and the price was cheap, and it was a bit reluctant to replace the living room TV. But now the price of laser TVs has dropped to about 10,000 yuan, which is equivalent to the price of 70-inch high-end LCD TVs. These two products have entered a state of competition and opposition. At this time, some consumers will be more inclined to laser TVs.
When laser TVs and LCD TVs form an intersection in terms of performance and price, what kind of market will it stimulate? Wang Wei pointed out that the price of 80-inch 4K laser TVs has now fallen to less than 20,000 yuan. With the help of the World Cup and major nodes, Hisense L5 laser TVs will be able to achieve guaranteed sales of 50,000 units this year. If the scale of laser TV sales can be raised to a new level, it will have a disruptive impact on 65-inch high-end LCD TVs and 75-inch mid-to-high-end LCD TVs.
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