Inventory in 2019: color TV technology blooms everywhere, HD large screen or breakthrough point

For color TV companies, the key words in 2019 include not only transformation and self rescue, but also aiot and HD large screen display technology.

This year is still regarded as the cold winter of the color TV industry. The whole industry is in a state of falling volume and volume. Traditional color TV enterprises are transforming one after another. For the future color TV market, the industry said that the signs of recovery are not obvious.

At the same time, 2019 is also the year when the display technology of color TV industry blooms everywhere. Industry insiders said that at present, the color TV market began to gradually show the pattern of LCD screen being gradually squeezed and OLED screen becoming increasingly popular. However, today's display technology in the market is facing multiple categories of competition. Qled, micro led, mini led, eled and other display technologies have emerged one after another, making the future leading force of display technology unknown.

At present, aiot and high-definition large screen display technology have become the consensus of color TV manufacturers. In addition to traditional color TV companies, Huawei, first Canada and other Internet companies are also competing to enter the Bureau. Since Huawei launched the smart screen, major TV manufacturers have also launched TV products with the concept of "screen". So, with the commercial implementation of 5g technology, where is the breakthrough point of color TV market in the future?

The cold winter of the industry continues, and there is no sign of recovery

Recently, the third quarter summary report of China's color TV market in 2019 released by Ovi cloud and China Electronic Video Industry Association showed that in the third quarter of 2019, the retail volume of China's color TV market was 10.34 million units, down 3.6% year-on-year; the retail volume was 27.7 billion yuan, down 10.4% year-on-year. Since the fourth quarter of 2018, the color TV market has declined for the fourth consecutive quarter, and the downturn has become the norm.

Ovi cloud predicts that in 2019, the retail volume of China's color TV market will be 46.78 million sets, down 2% year-on-year; the retail volume will be 136.5 billion yuan, down 8.4% year-on-year; the business operation pressure will be further increased, and the market competition will be further glued.

In fact, since this year, the major color TV giants are undergoing transformation. In recent years, Konka Group has been in the direction of diversification. Today, Konka Group has gradually transformed from the traditional color TV and home appliance enterprises into a multi business integrated group. TCL Group has also launched business transformation. In April this year, TCL group completed the restructuring and divestiture of intelligent terminals and related supporting businesses. From related diversified operations to focusing on semiconductor display and material industries, TCL Group has developed industrial finance and investment businesses with industrial traction.

However, although the TV giants have come up with a variety of transformation methods, the performance is not satisfactory, and several color TV giants have shown signs of declining net profit. According to the financial report of Hisense in the third quarter of 2019, the operating revenue from January to September was 23.644 billion yuan, down 2.91% year-on-year; the net profit was 265 million yuan, down 21.10% year-on-year. According to the third quarter report of 2019 issued by Sichuan Changhong, in the first three quarters, the company achieved a total operating revenue of 62.21 billion, a year-on-year increase of 7.6%, and a net profit attributable to the parent of 38.494 million, a year-on-year decrease of 81.2%.

Comparatively speaking, Konka's performance is more outstanding, realizing both revenue and net profit. According to the third quarter performance report of 2019 issued by shenkangjia a, in the first three quarters, Kangjia group achieved a total operating revenue of 41.681 billion yuan, a year-on-year increase of 40.05%; and a total profit of 646 million yuan, a year-on-year increase of 44.64%. However, it is worth noting that the industry believes that the improvement of Konka's business is driven by the new business.

In addition, the performance of upstream panel manufacturers also continued to decline. In the first three quarters of 2019, TCL Group's operating revenue was 58.818 billion yuan, a year-on-year decrease of 28.48%; the net profit attributable to shareholders of listed companies was 3.487 billion yuan, a year-on-year increase of 21.26%. However, BOE showed no increase in revenue and profit. In the first three quarters, BOE's revenue was 85.722 billion yuan, a year-on-year increase of 23.40%; the net profit attributable to shareholders of listed companies was 1.852 billion yuan, a year-on-year decrease of 45.18%.

A number of industry insiders told blue whale TMT that at present, there is an oversupply of global panel, which affects the price of panel and the performance of panel manufacturers.

Liu buchen, a senior observer in the household appliance industry, said: "at present, both the panel industry and the mobile phone industry are optimistic about next year. But next year's TV market is still not optimistic. "

Liang Zhenpeng, a senior industrial economic observer, agreed with Liu buchen, saying: "I think the sales volume of the color TV market in 2020 is at most the same as that in 2019, and it is difficult to have a significant growth. First of all, the market saturation of the color TV market is very high; second, young users put most of their leisure and entertainment time on smart phones, which has a great impact on the TV market. "

At the same time, Liu buchen and Zhang Jianfeng, Executive Deputy Secretary General of China household appliances business association, both believe that mobile phones have a direct impact on the color TV market.

Display technology is blooming everywhere, and the leading force in the future is unknown

Since 2019, the color TV industry has set off a trend of display technology. The industry insiders told reporters that at present, the mainstream display technology in the color TV market is LCD technology and OLED technology, which gradually shows the pattern of LCD screen being gradually squeezed and OLED screen becoming increasingly popular.

It is understood that OLED TV has been labeled with "self illumination", "high color gamut", "wide viewing angle", "high brightness" and "flexibility" better than LCD TV since its birth. Skyworth, Changhong and many other TV manufacturers vied for layout.

IHS market, a market research organization, forecasts that the sales volume of OLED TV in 2017 will be 1.79 million units, and it will grow to 17.79 million units in 2026. With the price of OLED TV panel gradually stabilizing, the market size will increase by 9.96 times.

So can OLED display technology become the leading force of the next generation of display technology? The reporter learned that today's display technology in the market is facing multi category competition.

Qled technology is gradually emerging, and many TV manufacturers, such as Samsung, TCL and Xiaomi, have made arrangements for it. According to data released by Samsung, Samsung qled TV sold 2.6 million sets in 2018, showing a rapid growth trend every year. In the first half of this year alone, it sold about 2 million sets, up 127% year on year. Samsung's qled TV sales are expected to reach 3 million in the second half of this year, and the annual sales are expected to reach 5 million, up 92% year on year.

Konka, on the other hand, is deeply involved in the field of micro LED technology. Recently, Konka Group announced that it plans to invest 1.5 billion yuan to jointly establish Chongqing Konka semiconductor optoelectronic research institute with Chongqing Liangshan Industrial Investment Co., Ltd. and invest no more than 2.55 billion yuan to purchase micro LED related machinery and equipment and carry out micro LED related product research, development, production and sales. According to the research data of ledinsede, the market sales of micro LED display will reach 694 million US dollars in 2022 and 2.9 billion US dollars in 2025.

In addition to qled and micro led, a variety of display technologies such as mini led and eled technology have emerged one after another, making the future leading force of display technology unknown.

"OLED technology, quantum dot technology and micro LED technology have a common feature from the ultimate development direction, that is, self illumination to achieve large screen flexible display," industry observer major general Ding told blue whale TMT. However, in terms of the current development, OLED and quantum dot technology have gained the first opportunity. Whether a technology can become the mainstream of the industry depends on whether the whole industry chain ecosystem is perfect and whether more enterprises are willing to join in the industry ecosystem. "

At the same time, for the current situation of emerging display technology, many insiders said that at present, no matter the mini LED technology or micro LED technology, there is no large-scale market. The maturity of products and technology needs market consideration. It is not clear whether it can be really promoted in the future.

As for the quantum dot technology, Liang Zhenpeng said: "there is no real quantum dot TV in the market now. In fact, all the TV called qled in the market are LCD TV. It is just that a layer of quantum dot film is added to the LED backlight behind the LCD screen of LCD TV, which improves the color of traditional LCD TV, and cannot change the display defect of LCD TV."

Enterprises strive to layout aiot first, high-definition large screen or become a breakthrough point in the future

The reporter found that, in addition to the change of display technology, accelerating intelligent manufacturing and layout to the field of smart home has become the future development direction of almost all TV manufacturers.

Since 2019, Changhong has accelerated the speed of its layout of artificial intelligence track. On CES 2019, Changhong intensively displayed the chiq TV, refrigerator, air conditioner, etc. based on the "Ai + IOT" application, and integrated the whole house smart home appliances through IOT. Subsequently, in May this year, Sichuan Changhong invested 1.903 billion yuan to build the intelligent display terminal project of the intelligent manufacturing industrial park. Konka Group said that its R & D investment increased year by year, with a year-on-year growth of more than 20% in 2018. The R & D is aimed at such cutting-edge areas as AI, IOT, 8K, 5g and new materials. In addition, Hisense launched social TV, Skyworth launched aiot large screen

Industry insiders generally believe that aiot is an inevitable choice for home appliance industry. The Internet is a technical means to improve the user experience of smart home. The combination of artificial intelligence internet technology and smart home and smart home industry will connect the devices of smart home, interact and share information among people, devices and devices In this way, smart home solutions can be provided to consumers.

It's not only traditional TV brands that can see the "Ai + IOT" outlet, but also Internet manufacturers such as Xiaomi, Huawei, Hongmi and Yijia are competing to enter the Bureau, "Ai + 5g + IOT" has become the hot spot of intelligent TV. Industry insiders said that at present, almost all home appliance enterprises have carried out layout in the field of aiot, and the track is crowded; however, who has more advantages has not yet emerged.

It is worth noting that since Huawei launched the smart screen, TV with the concept of "screen" has set off a wave of upsurge, such as TCL launched the smart screen, Changhong launched the ultimate screen, Konka released the future screen and so on. In this regard, industry insiders generally believe that the color TV industry has reached the ceiling and the market needs new concepts. In the context of aiot technology, it is an opportunity to open up the whole smart family with the screen as the interactive entrance.

In addition, with the commercial landing of 5g, all TV manufacturers have aimed at the field of high-definition large screen display technology, so the concepts of "5g + 4K", "5g + 8K" and "5g + AI + 8K" have sprung up. Samsung and LG even ignited the 8K war, pointing out that each other's 8K TV failed to meet the standards. South Korean media analysis said that Samsung and LG intend to fight for more voice in the field of 8K TV, in order to compete for the dominant power in formulating 8K TV standards.

For the future development direction of color TV industry, Liu buchen said that from the information disclosed by color TV enterprises participating in CES 2020 consumer electronics exhibition, many manufacturers regard industrial design as a very important display direction, "industrial design is the product modeling design, that is, how to make the appearance of TV more artistic, more popular with young people, and more suitable for home environment."

In addition, the industry generally believes that HD large screen will become a new breakthrough point. Ovi cloud predicts that the production capacity of 10.5 generation line panel will further expand in 2020, and the market share of 65 inch will continue to expand, which is expected to reach 19.6%, becoming the second largest retail market in China. With the popularity of large-scale products, the average size of China's color TV market is expected to exceed 51 inches in 2019. In 2020, the process of large-scale continues to deepen, and the average size is expected to grow to 53 inches.

However, Zhang Jianfeng also said that at present, users' demand for color TV sets is declining, and the price war launched by Internet enterprises has spread to 65 inch and 75 inch color TV sets.