On March 12, smart projector manufacturer XGIMI Technology announced that it has received more than 600 million yuan in financing from eight institutions including Baidu. Since the announcement of the financing, XGIMI has won numerous eyeballs. People can't help thinking about why this start-up company, which was only established in 2013, has attracted many investors, including Baidu.
In fact, the answer is very simple, that is laser TV. XGIMI Technology used to be the smart micro-projection product brand with the largest market share in the field of screenless TVs (ie laser TVs). In fact, the new generation of laser display technology represented by laser TV has many advantages, such as large color gamut space, high color saturation, long light source life, high refresh rate, good picture consistency, borderless display, and significant environmental protection and energy saving, etc. . Therefore, vigorously developing laser display technology has become a key content in the "National Medium and Long-term Science and Technology Development Plan Outline". At present, the laser TV category has not only attracted new and Internet companies such as XGIMI, JMGO, Xiaomi, and Baofeng, but also traditional TV manufacturers such as Changhong and Hisense have also deployed laser TVs. Nowadays, Baidu and other capital parties have entered the game with great strength. With many help, can laser TV be among the mainstream TV categories in the future?
It is undeniable that laser TVs performed well in the sluggish color TV market last year. According to the latest "2017 China TV Consumption and 2018 Trend Forecast Report" released by relevant agencies: "The TV market sold approximately 48 million units in 2017, which is basically the same as 2016." In the sluggish color TV market, laser TV performance It's remarkable. According to data released by Aoweiyun.com, in 2017, the laser TV market sold 67,000 units with a sales volume of 2.08 billion yuan, with growth rates of 116% and 109% respectively. Not only that, Aowei Cloud also predicts that the laser TV market will continue to expand. It is estimated that by 2020, the sales of laser TVs will be 232,000 units and the sales will be 4.31 billion yuan, with a compound growth rate of 51% and 27% respectively. %.
The popularity of the laser TV market is undoubtedly affected by the upgrading of the color TV consumption structure. In addition, many factors prove that high-end large size will still be the mainstream direction, which is good news for the development of laser TV. Compared with mainstream TVs with complete standards such as LCD and OLED, the standardization of laser TVs needs to be improved. As the sales of laser TVs increase year by year, complaints about uneven product quality have occurred from time to time. Zhu Yuanyuan, deputy general manager of AVC's Black Power Division, said in an interview with a reporter from China Electronics News that the current concept of laser TV has been clarified, and technical specifications and standards are being formulated.
At the end of February this year, the China Electronics Chamber of Commerce, the Color TV Technology Innovation Alliance, the United Nations Digital Audio, Video and Multimedia Product Quality Supervision and Inspection Center, and seven domestic laser TV companies jointly issued the "Laser TV Technical Specification", which is the first laser in my country. Television technology (association level) standards. According to Sun Qifeng, a senior engineer of the China Electronics Standardization Institute, the "Laser TV Technical Specifications" clearly stipulates 14 product performance indicators such as brightness, contrast, white chromaticity, and color gamut coverage of laser TVs. In addition, Sun Qifeng also revealed to a reporter from "China Electronics News" that the industry standard for laser TV technology had also been established at the end of last year, but the drafting cycle of the industry standard is generally 2 to 3 years, which is longer than the association standard.
Color TV mainstream road with many thresholdsAccording to the latest "2018 Laser TV White Paper" released by relevant agencies, laser TV will show a blowout development in 2018. Nevertheless, Lu Renbo, deputy secretary general of the China Electronics Chamber of Commerce, said that the current awareness is low and the laser display technology is still low. The need for maturity and progress and low price competitiveness have become the main factors restricting the development of laser TV. Among these factors, the most difficult threshold to cross comes from consumers. For consumers, laser TVs are still an emerging category. Sun Qifeng believes that it will take time to break people's stereotypes of poor color, low brightness, and low definition of projection equipment.
In fact, various laser TV companies are also working hard to improve user awareness and cultivate user habits. In order to allow users to have a good knowledge and experience of the product, Zhu Yuanyuan believes that companies must first improve product quality and bring consumers a new experience; second, product installation services need to be improved.
From the perspective of the brand distribution of laser TVs, most of the entrants are Internet companies and start-ups, and traditional TV companies only enter Changhong and Hisense. The promotion of laser TVs by the two is far inferior to LCD TVs and OLED TVs. Zhu Yuanyuan believes that the current unique characteristics of Internet brand companies such as XGIMI and Xiaomi in the laser TV industry are "new and low", although the capital behind them makes their product designs novel and fashionable and cost-effective. However, its development positioning is not production-oriented, and core technologies such as optical machines also need to be cited and jointly developed.
In terms of price, laser TVs are not as competitive as mainstream LCD TVs and OLED TVs. In 2017, the average price of new laser TV products reached more than 20,000 yuan, which is much higher than that of OLED TVs and cheap LCD TVs. High-quality and inexpensive LCD TVs are extremely competitive in the hearts of consumers. Today, the average price of 70-inch LCD TVs is as low as about 7,000 yuan. In addition, the industry predicts that this year's increase in OLED panel production capacity may cause OLED TV prices to fall. Faced with the double-sided "price" attack of LCD and OLED, it is doubtful whether laser TV can maintain rapid growth this year.
Sun Qifeng believes that laser TV is still a little less popular if it wants to enter the mainstream TV category. Therefore, for a long time to come, laser TV will still be a niche TV category. From a historical point of view, the maturity of TV categories requires several years of cultivation and accumulation. To become a mainstream TV category, laser TV still has a long way to go. Although last year laser TVs showed rapid three-digit growth in both market size and sales, the total sales of 67,000 units only accounted for about 1.4% of the total sales of TVs. But he also said that if the laser TV is further expanded to about 5% of the total TV sales, related companies will still have good sales and revenue.
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