"Every new thing appears, it is always accompanied by a big noise." Mr. Lu Xun, who recently turned into a "net celebrity" with the help of WeChat and Weibo jokes, once said.
Because what is touched by new things must be the cheese of the old forces and the old pattern, as well as their deep fears and struggles.
Therefore, being criticized, questioned, accused, and even attacked has become an inevitable fate for almost every new thing. Just like more than 100 years ago, when cars appeared, the owner of the carriage shop hated the cars that robbed them of their business. A strange rule of 8 miles per hour.
Nowadays, laser TV, as a new thing, is also walking on this inevitable road.
1,
Laser display is praised by the industry as a "revolution in the history of human vision".
Many people have this experience when viewing landscapes. Photos taken with mobile phones and cameras, as well as images presented on LCD screens, are totally different from what the human eye sees in reality. This is because the human eye can distinguish 1 million species in the natural world. Color, and the LCD screen can only cover 60% of the color gamut of the human eye. Only with laser display, the color gamut coverage can reach more than 90% of the human eye color gamut, reaching more than 900,000 colors. This is also the most perfect color reproduction in human history. The most splendid new world.
The super color expressive power of laser display has an irresistible temptation for Hisense, who has been focusing on image quality and display technology; laser display, a brand-new visual solution, has always been affected by display technology and display technology in Japan and South Korea. It is a rare opportunity for China's home appliance companies that are controlled and slaughtered by the industry.
Since 2007, Hisense has resolutely embarked on the road of laser TV research and development.
This is a "narrow door" that few people walk through. This is a brand-new field. Not only there is no national standard, but also no international standard. There is no ready-made product to refer to. All key technologies need to be explored by themselves.
Dr. Liu Xianrong of the Hisense Laser TV team recalled this experience of "walking in the dark" and said that at first they had only one big strategic direction and knew that this laser display had a great opportunity in the future, but the specific technical implementation plan was blank. During the exploration process, I made various misjudgments, made many detours, and suffered a lot. It can be said that various research and development investment is also very large.
However, Hisense’s technical R&D personnel finally crawled out of “pits†one after another. After 4 years of trial and error, they finally determined the laser TV technology route of laser light source + ultra-short focal lens + anti-light screen.
After determining the technical route, from laboratory technical models to prototypes, from prototypes to mass-produced products, Hisense’s technical R&D personnel experienced another three years of “torture†and launched the world’s first self-developed product in September 2014. 100-inch ultra-short throw laser TV.
From 2007 to 2014, there was only input but no output for 7 years. Hisense and Hisense’s technical R&D personnel persevered and finally turned a technology into a mass-produced product, achieving a breakthrough in "from 1". .
From 2014 to 2018, Hisense has rapidly updated its products, launching a new generation of laser TV products every year, from 2K to 4K, and from monochrome to two-color. Hisense has achieved one industry from one product, and from one company to one industry. More than 20 companies around the world have entered the laser TV industry.
Zhongyikang’s latest color TV market push data for the first three quarters of 2018 shows that although the overall retail sales of the color TV market in the first three quarters of this year fell by 0.88% year-on-year, laser TVs stand out, with sales increasing by more than 400%.
In just over ten years, the laser display product is no longer an industrial-grade "exclusive precision instrument", but a household consumer electronic product. Laser TV is no longer a foil and supplement to the market, but has gradually become the main consumer and trend.
2,
Just as the outbreak of the iPhone 4 opened the era of smart phones, consumer electronics products often detonate the entire industry from iconic hot items.
With the popularity of the entire laser TV industry, there is also a hot item that cannot be avoided-Hisense 80-inch laser TV L5.
On May 17 this year, Hisense launched a new 80-inch 4K laser TV new product L5 in Beijing. This laser TV’s front-screen brightness can reach up to 400 nits, and the viewing distance is only 3 meters. The price is only 19,999 yuan. At the scene, many reporters who were used to the price of laser TV for a long time above 50,000 yuan uttered a "wow". L5 solves the two major consumer pain points of brightness and price that have long restricted the popularity of the laser TV industry in one fell swoop. It has become a hot item on the market within two weeks of its launch, completing the gorgeousness necessary for entertainment from "local tyrants" to civilian living rooms. Turned around.
Prior to this, the high-end large-size TV market in China has always been dominated by foreign brands such as Samsung, Sony and Sharp. The launch of the Laser L5 has enabled Hisense’s retail volume and retail sales in the 75-inch and above large-screen TV market that month. No. 1 in the market, enabling Chinese brands to surpass foreign brands such as Samsung Sharp and Sony for the first time in the 75-inch or larger large screen market.
In the last week of the first half of this year, Hisense’s 80-inch laser TV L5 successfully reached the top of China’s color TV market. This is also the first time that China’s color TV’s best-selling list has been occupied by laser TVs. According to data from Zhongyikang, in the first three quarters of this year, the retail volume of Hisense laser TVs increased by 434.41% year-on-year, and its sales share in the 80-inch and above large-screen market reached 55.77%.
However, Hisense is "not satisfied" with this data.
There are two reasons for dissatisfaction. Zhong Qiang, deputy director of Hisense Laser Display R&D Department, said: "The price of 19,999 is still not cheap enough. Our R&D personnel are still working hard to reduce the cost through technological updates and industrial chain combing. The size is 80. There is still room for further exploration. The prototype of Hisense’s 70-inch laser TV has now entered a critical stage."
In recent years, the size with the fastest growth in sales share of China's color TV market has shifted from 55 inches to 65 inches. Zhongyikang predicts that by 2020, the market share of TVs over 70 inches will reach 10%. Zhong Qiang said that Hisense will soon launch a 70-inch laser TV with a lower threshold. To a certain extent, the prices of Hisense laser TVs have been dropping and the size has been dropping. In fact, LCD and OLED TVs have set a "ceiling" in size and price.
The trend of laser subverting liquid crystal and stealing market share of OLED large screens has become so obvious that all stakeholders in the market have felt threats and temptations.
3.
In recent years, in the field of industrial investment, the investment and entry of Internet giants such as BAT have often meant that an industry has moved from behind the scenes to the foreground, and is a turning point for its outbreak.
On October 15, the Internet brand Nuts, which followed Hisense into the laser TV field, announced the completion of a 600 million yuan D round of financing, led by Ali, and before that, on March 12, another laser TV company XGIMI Technology , Announced the acquisition of Baidu's strategic investment, which became the largest shareholder besides the founding team after the capital increase.
The layout of Ali and Baidu has brought the emerging industry of laser TV into the spotlight of industry and capital.
As the laser TV industry has become "big picture", not only Internet brands, but many traditional home appliance brands have also changed their previous "prudential" attitudes towards the laser TV industry.
"The momentum of laser TV is really up, but the cake is not big enough. Hisense, as a pioneer, hopes that more companies will join and make this cake bigger." Zhong Qiang said that the whole cake is not big enough, but Hisense is the only one. This is actually unhealthy.
Zhou Houjian, the largest product manager of Hisense Laser TV, is even more outspoken: a new place has only one restaurant, no matter how well it is done, it will not easily become a big climate, but if the restaurants get together and become a food street, it will be different.
In fact, the laser TV is relatively mature in technology, but in the industry, the maturity is still too low. Nowadays, an important reason why laser TVs are "a bit expensive" for many ordinary consumers lies in the industry. Because the cake is not big enough, the upstream supporting industries have insufficient confidence in the production of parts and expansion of production capacity, and there are great concerns. If the “scale effect†cannot be achieved, the price of parts cannot be lowered. The price of laser TV products, It is difficult to go down.
Zhong Qiang said that before the launch of Hisense’s explosive laser TV L5, they communicated with a manufacturer of key upstream components to prepare them to expand their production capacity, but the other party was very cautious and felt that we were too optimistic. As a result, the L5 was sold out of stock in the early stage of the market. "The output cannot keep up with the demand.
At this moment when the entire industry is making cakes instead of dividing the cakes, an enterprise must stand up to take responsibility, drive the entire industrial chain to move, and give confidence to the upstream and downstream industrial chains.
At present, this company can only be Hisense.
4.
Zhong Qiang said that he had just received a "strange task", and the company sent him to another laser TV manufacturer, a competitor of Hisense Laser TV, to help, help them establish a laser TV sales system, and help them make products. Planning, free and unselfish to teach each other.
For upstream supporting suppliers, Hisense has poured great patience and real money.
Dr. Liu Xianrong recalled that when a Japanese supplier first started cooperation with Hisense, he was very hesitant. First, he sent a minister to Hisense, then the vice president of the product line, the leader in charge, and finally the leader in charge of the group. 4 people, Japan’s hierarchical concept is actually very heavy, their level is actually very different from that of Chairman Zhou Houjian, but every time he comes to meet him in person, they are finally moved by Hisense’s sincerity and decided to cooperate with Hisense. .
The story did not end here. Later, they further learned that this Japanese company was originally a world-class leader in the field of anti-light screens, but before the industrialization of laser TVs, this kind of anti-light screens was too small and the market demanded. It was not high, and the volume could not go up. They had to stop this business department at that time, and the personnel were basically diverted to other business departments. Later, they learned that Hisense needed a large number of high-quality anti-light screens to make laser TVs, and needed to restart the original business. They were very hesitant in the department, so several groups of people came to Hisense. After seeing Hisense's great determination, confidence, and sincerity, they decided to recall the original diverted personnel to supply Hisense.
Nowadays, with the explosive growth of laser TV sales, the anti-light screen business unit that was going to disappear has become the company's fast-growing business unit.
For some upstream component suppliers, Hisense even paid for them to develop and produce them. After most of the components are made, they do not need to exclusively supply Hisense. They can be sold to other manufacturers, so that the entire industry can share the "scale effect" brought about by The price drops.
The relationship between Hisense and upstream supporting manufacturers is not a simple business transaction relationship, nor is it a pure business competition relationship between Hisense and other laser TV companies.
China's laser TV industry, because of Hisense's existence, is becoming a community to some extent.
Many people in the industry commented on Hisense’s style of play: This is not a business routine at all.
However, Hisense did not treat laser TV as a simple business from the beginning.
The beauty of life is to be obsessed with one thing. Two engineers born in the 1980s, Liu Xianrong and Zhong Qiang, who have devoted their youth to the research and development of laser TV technology and have been constantly fighting for 48 hours, have a deep understanding of this.
In fact, whether for a person or a company, the wonderful mood of indulging in it is the same.
Under the background of the global display technology development path change, China’s laser TV industry represented by Hisense quietly broke the decades of Japanese and South Korean companies’ dominance. In addition to LED, OLED and QLED, it has emerged as a Chinese company. A new path for the Lord.
This process of growth and mainstreaming of new things will inevitably move the cheese of LCD and OLED display manufacturers, domestic and foreign TV manufacturers, and many related companies, and trigger their "big quarrels" on new things.
However, the louder the noise, the more proving the unstoppable majesty of the laser TV industry.
The laser display companies represented by Hisense are moving the cheese of others, and at the same time, they are cohesively making the cake of the laser display industry bigger and bigger.
Moreover, every piece of this cake is firmly in the bowl of the Chinese and Chinese companies themselves.
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