When it comes to laser television, the industry generally thinks of Hisense first. After all, in addition to ULED, Hisense’s most talked about in the past two years is laser television.
However, the objective situation is that the color TV market is still dominated by traditional LCD TVs. New technologies and new products such as OLEDs and quantum dots are still not a climate. Although the technology of laser television is advanced, it is very likely to grow into a "next-generation TV", but at present it can only be said that it is still in its infancy.
The market needs to be nurtured and educated, but it is obviously impossible for the Hisense family to complete such an important mission. At such a critical stage, the joining of color TV giant Changhong undoubtedly injected new momentum for the rapid development of laser television and increased the weight of games with other technology products.
As one of the five major color TV giants with Hisense, Skyworth, TCL and Konka, Changhong has always been one of the most important forces in China's color TV industry. From CRT to liquid crystal, plasma, from Internet TV to artificial intelligence TV, you can see Changhong in the key stage of the new technology change in color TV.
Yesterday, Changhong released a CHiQ laser cinema with the world’s first super-efficient telecentric laser machine and a flexible Fresnel optical screen in Beijing. Positioning home, configuration of 100-inch flexible Fresnel optical screen C5 pricing 49999 yuan; positioning commercial, configuration 120-inch wide-angle eye screen P5 pricing 29,999 yuan.
So, why did Changhong force laser theater suddenly? According to the analysis, there are three main reasons:
The first is based on the consideration of mastering the initiative for industrial development
We all know that in the era of flat-panel televisions, whether it is dominated by LCD or OLED, Quantum, and other leading, they can not leave the support of the panel, the panel takes up about 70% of the cost of the machine. Even more distressingly, although China is also energetically developing the panel industry, the panel self-sufficiency rate has reached 65%, but it still lags behind Japanese and South Korean companies in materials, processes, and technology. In addition, the construction of panel production lines is in the hundreds of billions of dollars, which is a capital-intensive project and is not suitable for every Chinese color TV company to deploy.
The laser cinema is totally different from the traditional flat panel television. The main imaging principle is laser optics and optical screen reflection imaging. It should be said that it is completely out of the category of flat panel televisions, and therefore there is no panel technology and cost constraints.
More importantly, in laser cinema products, Chinese companies represented by Changhong have a complete industrial chain and can complete their own R&D, design, production and manufacturing of products in the Chinese domestic market. It can be said that in terms of laser television, Chinese companies not only do not lose foreign brands, they are more likely to complete the curve of foreign brands.
The second is based on a rational judgment of the direction of display technology development.
In the key critical stages of color TV display technology upgrades and iterations, OLEDs, quantum dots, and so on should be said to be good options. But at the same time, there are also many obstacles that are difficult to overcome. Changhong's laser TV is based on a rational judgment of the direction of display technology.
Chen Ning, general manager of Changhong Laser Display Technology Co., Ltd. believes that laser display technology has the advantages of high brightness, long lifespan, wide color gamut, low power consumption, and can achieve large-size display and holographic three-dimensional space imaging. At the same time, compared with display technologies such as OLEDs, since the laser display is a reflective display technology, the reflected light is natural and soft, which is the most healthy display mode at present.
China National Institute of Standardization testing data also shows that the visual comfort of laser television viewing is higher than 20% of ordinary paper reading.
Laser TV generally includes three parts: screen, host, and stereo. The screen plays a similar role as a screen. No power, no power consumption, and can resist ambient light interference. The mainframe realizes the ultra-short-focus projection imaging function. Its imaging principle is similar to that of a cinema, and the use of large screens to experience images is real and shocking.
With better display, lower power consumption, and better health and environmental protection, in the view of Changhong, laser television is naturally the best choice for the next generation of display technology. Under such a judgment, Changhong actually displayed its layout laser as early as 10 years ago. It is one of the earliest household appliance companies that independently researched and developed projection products, and has the ability to independently design, independently produce laser light machines, optical screens, and laser hosts. From R&D, design, to complete production and manufacturing, it is completely autonomous.
Therefore, Changhong is not really a "sudden" force laser cinema. It is more appropriate to use "thickness and thinness" to describe it.
The third is based on the consideration of building a new business model
After LeTV, Microwhale, and PPTV entered the television industry, the color TV industry seemed to have changed from a sunset industry to a sunrise industry. The reason behind this lies in the entry of Internet brands and new business models.
The business liquidity model of traditional color TV giants basically relies on sales of hardware and related accessories, but Internet brands are more concerned with the TV industry from the perspective of user operations. TV sales to users is just the beginning of user operations. For internet brands, the hardware can make less money or not make money, but it must find the source of profits from the user operations.
For example, LeTV claimed to be a big screen internet company, not a television company. In this position, Letv set a target of 20 billion yuan in hardware profit for 3 years. In other words, LeTV will achieve profitability in scale from membership, game sharing, large-screen e-commerce, and large-screen education.
Competition in the big-screen market, the traditional color TV companies can not be absent. However, to achieve large-scale user operations, high-quality hardware is still the foundation, and laser cinema TV has a very good hardware platform.
In particular, Changhong has previously launched its own artificial intelligence strategy, and the CHiQ artificial smart TV system is also equipped in a laser theater. Based on smart voice, big data, cloud platform and smart guidance system, CHiQ laser cinema can learn and grow by itself, and actively identify user favorite and precise recommendation of user favorite variety shows, movies and television dramas.
In March this year, Changhong integrated internal and external high-quality resources, gave full play to its advantages such as smart terminals and big data technology, and built an open IoT operation support platform (UP platform). Based on the UP IOT support platform and artificial intelligence technology, Changhong is exploring TV's "product + service" user operating model.
According to Song Hong, general manager of the Changhong Internet Applications and Services Division, the profit of the “Hongruijin†system in the first year of operation is expected to reach 135 million yuan. Currently, Changhong Smart TV subscriber pay conversion rate is as high as 17%.
It is believed that with laser cinema as the hardware platform, artificial intelligence system as the control center, and large-scale operation based on mass application services, Changhong can completely construct a new business model that distinguishes itself from simple hardware sales.
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