Wrestling high-end, artificial intelligence, international 2018 color TV industry who flags?

In 2017, the overall sales volume of color TVs declined, and the market remained inactive for a long time. However, from the third quarter of last year, there was a good news that panel prices had been adjusted downwards. The once-dying TV manufacturers saw the hope of a rebound in the market. Compared with 2017, although the color TV market is relatively optimistic in 2018, color TV companies should do well in these three things if they want to occupy an advantageous market position.

First, the road to high-end is unwavering.

Taking the high-end line is not an empty slogan, but it has the power of reality:

On the one hand, consumption upgrades are accelerating. China's economic stability is good, per capita GDP exceeds 8,000 US dollars, and quality consumption has increasingly become the pursuit and choice of consumers. Consumers have the ability and willingness to pay for high-value products.

On the other hand, industrial upgrading is accelerating. The color TV industry is at a critical stage of industrial upgrading. New technologies such as lasers, quantum dots, and artificial intelligence emerge one after another. Color TV companies have the ability to produce products of higher quality that meet consumer demand.

Color TV giant Hisense has been at the forefront of the industry in this regard, its introduction of ULED, large-size, laser television and other products, directly led to the development of high-end market.

For example, Hisense TV series as an example, the application of a new ULED backlight technology, up to 560 independent backlight partitions to achieve high-precision LCD backlight control, so that each zone has 4096 fine dimming, LCD TV picture quality Get a qualitative overflight. The NU7700 TV is an ultra-thin television that allows the ear to “pregnant”, breaking the paradox of being light and thin and having sound quality that cannot be achieved. The “air sound field” technology developed by the company has been used for the first time to make the television sound reach 60Hz super bass.

In the large-scale high-end market, Hisense is pushing laser television. In 2017, Hisense launched a non-screen 4K laser television with a size of 80-150 inches to meet the user's demand for large-screen televisions. It also allowed Hisense to occupy the position of "dominant" in the large-screen market. Public data shows that in 2017, Hisense ranked first in the industry with retail sales and retail volume of about 16% among large-size TVs with a size of 55 inches and above; in January-October 2017, Hisense relied on 88, 100, and 120. In the three-spec laser TV products, the market share of 80 inches and above reached 43.09%.

In 2018, high-end and large screens will increasingly dominate the competition landscape. Hisense, which is in the forefront of both sound quality and picture quality, is still expected to lead the high-end large-screen market.

Second, keep up with the pace of the AI ​​era.

AI has risen as a national strategy in China, and it is expected that the scale of artificial intelligence core industries will reach 1 trillion in 2030, bringing the scale of related industries to exceed 10 trillion yuan. The combination of AI and traditional household appliances has also become a trend. According to the IDC report, by 2020, the global artificial intelligence system will bring in more than 47 billion U.S. dollars in income for home appliance companies, becoming the next enthusiasm for industrial development.

As far as AI TVs are concerned, there are still two major pain points in the industry: First, many old smart TVs cannot achieve new AI functions; second, many so-called artificial intelligence TVs are humanized, lack of personalization, and AI capabilities. not tall.

This time, Hisense still broke the lead. In early 2018, Hisense upgraded VIDAA smart TV system to VIDAA AI artificial intelligence system; at the same time, it will also complete AI upgrades for more than 30 smart TVs that will be available from 2015 to 2017 in the coming month.

The VIDAA AI system released by Hisense this time achieved four revolutionary changes, allowing the artificial intelligence television to truly understand the user's inner needs:

First, a more advanced human-machine dialogue was achieved. When the user in turn said "I want to watch movies", "European and American", "Don't be scary", "Latest", "Don't be Jackie Chan", the TV can accurately find The user needs a movie.

Secondly, 33 kinds of person relationship recognition were realized, and the user’s intentions could be accurately understood. When the user said “I want to watch the movie played by his wife's wife's wife's wife”, he could also make a precise answer.

Once again, six kinds of dialects have been identified, and Cantonese, Sichuan dialect, Hunan dialect, Shanghai dialect, Minnan dialect, and Putonghua with dialect and accent can be easily identified.

Finally, the 34 major categories of life scenes are responsive, covering live life, education, games, shopping, music, food, Chinese to English translations, scheduled airline tickets, scheduled hotels, and attractions.

It can be seen that this time, Hisense upgraded its artificial intelligence system and raised the “Intelligence Intelligence” of artificial intelligence TV to a new height, setting an example for the industry of artificial intelligence TV.

Third, deepen the international market.

The competition in the future is by no means a competition in the single market, but must be based on the competition in the global market. Whether or not there is awareness and ability to globalize the layout, including talent, technology, products, marketing, services, etc., will determine the final height of the brand.

In terms of international expansion, Hisense is a benchmark for Chinese color TV companies:

First, global sports marketing. In recent years, Hisense has sponsored the top sports events such as the European Cup, F1, and Australian Open, and has vigorously developed its own brand. Especially in April of last year, Hisense TV became the official sponsor of the 2018 World Cup and the official TV product supplier. Hisense has promoted brand awareness through a series of sponsored sports events. At the same time, with the help of its technical advantages, it has introduced high-quality, high-experience TV products to the global market, and has achieved a rapid increase in the global market share of Hisense brand.

Second, develop independent brands. Different from the practice of OEM for some domestic brands, Hisense insists on developing its own brand. At the same time, Hisense has established more than ten factories overseas. The establishment of plants overseas has reduced the supply chain costs and shortened the cycle of capital turnover. On the other hand, it has greater market autonomy and brand bargaining power to increase product profits. According to the official disclosure of Hisense, Hisense’s international marketing revenue grew by 30.2% in the first nine months of last year, with 49.5% of its own brands, in the context of the downturn in the macro economy and the overall downturn in the home appliance market.

Again, actively investing in mergers and acquisitions. In November 2017, Hisense acquired Toshiba TV business, on the one hand, it accelerated the pace of global strategy and further enhanced brand awareness; on the other hand, it integrated both R&D, supply chain, and global channel resources to rapidly increase market size and accelerate internationalization.

Finally, master autonomous core technologies. In order to occupy a place in the global color TV market, it is impossible to have no independent core technology. Hisense's technology roadmap is developed in such a way as to lead the world through laser television, and secondly, to promote the upgrade of liquid crystal display technology through the integration of ULED and quantum dot technology, and eventually realize QLED. Hisense, who masters ULED and laser core technology, can sprint to the high-end world.

The color TV market has shown signs of recovery in 2018, but the variables still exist. Hisense, which is advancing high-end large-screen, artificial intelligence, and globalization strategies, will be the real flag-bearer of China's color TV industry.