2018 or fall out of the top five TV market is not good or Sony is too floating?
A few days ago, WitsView released the relevant data of the global brand LCD TV shipments in 2018. According to statistics, the global LCD TV shipments in 2017 were 210 million units, a year-on-year decrease of 4.1%. Taiwan, a year-on-year increase of 3.9%. At the same time, it also predicted the proportion of global color TV brands in 2018. In the table below, it is not difficult to see that the overall global pattern has not changed much, but it seems that Sony, ranked fifth, is likely to be replaced.
In the prediction of WitsView, in addition to Samsung ’s negative growth, LG, TCL, Hisense, Sony, and Sharp will all continue to grow in 2018. The domestic double-hero TCL and Hisense have made great strides and gradually opened the gap with the fifth Sony. Why is it possible that Sony may be kicked out of the top five in the world? Look at the growth rate of Sharp ’s horror, which is close to 30%. At that time, the market share with Sony is expected to be only 0.2% worse, which means that if Sharp sells a little more, it can easily kick Sony out of the top five, and Sony ’s growth Only 0.05%, almost stagnation.
What makes the institution so pessimistic about Sony? Is the market bad? Obviously not, the predictions given by the major data monitoring agencies in recent days are all good for the color TV market in 2018, and the upstream panel will also enter a price reduction range, which is a good time to ship, and China, the largest market, is in a period of consumption upgrade. The demand for color TV replacement is also increasing, so the reason why Sony is not optimistic is obviously not the market environment.
Then there is only one reason, Sony floats.
You know, although the overall color TV is not good in 2017, Sony ’s performance is very good. Recently, Gao Qiaoyang, chairman and president of Sony (China), once predicted that by the end of the fiscal year as of March 31, 2018, Sony ’s operations The profit will reach 630 billion yen, breaking the highest record of 526 billion yen set 20 years ago. Why is such an obvious recovery trend not optimistic about institutions? Let's first find out the reason from Sony itself.
Why is it floating? At the US CES that just ended at the beginning of the month, Sony launched the new OLED A8F. Unlike the A1 that shined at CES last year, the A8F did not achieve much response. For the time being, it does not need to be compared with Others. It ca n’t be regarded as an upgraded version, just a simple change of base and backplane. All other technical indicators have not improved much compared to last year ’s A1. AcousTIc Surface (screen sound field technology) is already available on A1 in 2017. The technology is at most a minor repair, and almost all brands exhibiting OLED TVs this year have AS, and Sony is no longer the only one.
Compared with other OLED brands, LGD exhibited a retractable OLED TV. It can even easily change the screen viewing ratio to truly show the flexible characteristics of OLED. Compared with it, the A8F is eclipsed.
Besides picture quality, compared to A1, A8F still uses X1 Extreme processor, but it only adds support for HDR10 and Dolby Vision, and there is still no substantial progress. What is impressive is that Sony also said that it will update the firmware through Older OLED TV models add Dolby Vision support. Focusing on the point means that these two technologies more than this year can be completed by simple software upgrades, not even hardware upgrades.
In the past, Sony, regardless of its good or bad performance, was able to come up with impressive black technology products. It has to be said that this year ’s Sony really floated, and it is no longer so pursuing the ultimate technique of technology, according to Sony ’s usual Regularly, A8F can roughly judge that its positioning is lower than A1 from the model. It can also be understood that after Sony found that A1 is very popular, it launched a cheaper A8F to seize more OLED markets, and used sales products as its flagship. The model display technology is really not Sony.
If the 2017 A1 and Z9D can represent the peak of the OLED and LCD TV respectively, then in 2018, it is definitely impossible, because 8K appeared, even if the 4K image quality is at its peak, it cannot be compared with 8K. Than, not a dimension. Sharp, LG, etc. have already launched 8K resolution products. LG has also increased the resolution of OLED to 8K. Sharp also launched mass-produced 8K products in mid-2017. Compared to them, Sony has already No longer a representative of the pinnacle of picture quality.
For the same LCD TV, the progress of quantum dots in the past two years is obvious to all. Among the top five brands in the world, three brands are quantum dot camps, and the domestic brand TCL has also achieved the second place in the North American market with quantum dot TVs. It can be said that the current technical indicators of quantum dots in terms of color are no longer lost to OLED or Sony. It is reported that quantum dot technology is currently evolving from photoluminescence to electroluminescence, that is, it can emit light when powered on. And the time of this process may be just 3 years. At that time, self-luminescence will not be a feature for OLED, and the advancement of printing and display technology will also allow LCD panels to have flexible characteristics. Compared with the big step forward of domestic brands and the rapid advancement of technology, Sony really stood still.
Sony's steadfastness in the past two years is also reflected in one aspect, that is, slow and even contempt for intelligentization, especially the adoption of AI, the world's top technology companies such as Apple, Google, etc., domestic BAT, etc., the market value is all Sony In the past, both are embracing AI in an all-round way. Domestic brands and Korean brands in the color TV field are also actively using AI technology to link the entire home Internet. Sony has once again demonstrated the stubbornness of Japanese companies in this regard. Let ’s take a look at Sony ’s intelligence. At which step, it is understood that all of Sony ’s new TVs in 2018 run the Android TV system and support the Google Assistant voice assistant, which can be activated by a button on the remote control of the Sony TV.
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