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Homogenization influences whether HDR can break the deadlock
China's color TV market has achieved unexpectedly rapid growth. With the delisting of the policy and the impact of economic downturn pressure, it was under pressure in 2015. According to AVC's big data, the color TV global shipment in 2015 was 2.3. Billion Taiwan, down 2.5% year-on-year, while China's color TV market retail volume of 46.74 million units, an increase of 4.8%, retail sales of 157.2 billion yuan, an increase of 7.5%.
The penetration rate of 4K ultra-high-definition television in 2015 was 31%, an increase of 17 percentage points from last year. The main reasons for the deeper penetration of 4K TV are as follows: First, in 2015, the upstream panel makers pushed the 4K panel, the global panel UHD penetration rate was 16%, an increase of 8.5 percentage points from the previous year; second, the entire machine maker accelerated the high-end upgrade of the product. 4K TV became the kingpin product. In 2015, 504 new UHD models were listed in China, an increase of 203 over the previous year. Third, the panel factory and the complete factory have played together, and the prices of 4K panels and complete machines have been declining.
In 2015, the average retail price of China's color TV market was 3,363 yuan, a year-on-year increase of 2.6%. On the other hand, in 2015, the prices of major color TVs in China's color TV market declined, with 55-inch, 60-inch, and 65-inch declines. It is 15%, 12% and 20% respectively. The main reason for this phenomenon was the large size of color TV products. The upgrade of the size structure drove the market average price to rise. In 2015, the average size of China's color TVs reached 44.5 inches, an increase of 2.3 inches compared with the same period of last year.
The 65-inch capacity will be released in 2016. It is expected that global shipments will grow by 53%; 49-inch and 55-inch sizes will be the preferred choice for panel makers as cutting efficiency is better. Ovid Cloud Network (AVC) expects that the retail sales of 65-inch TVs will grow rapidly in 2016 with a market share of 4.4%, an increase of 2.4 percentage points over 15 years; 49-inch TV and 55-inch TV retail traffic will maintain growth, and market share will increase. It reached 8.8% and 18.4% respectively, which was an increase of 2.0 percentage points and 2.9 percentage points over the 15 years. In 2016, the trend of large-scale production is even more pronounced, with a larger size. The market share of 65+ TVs will reach 5.9%, an increase of 3.4 percentage points over 15 years.
With the increase in product quality, color TVs have fallen into a homogenized cycle for a period of time, and the products are similar, with no advantages. The phenomenon of homogenization forces companies to explore even deeper. The “picture quality†of this color TV is the most The basic attributes began to return to the historical stage. Various panels rushed forward and many technologies began to be realized. The most influential one was HDR technology.
Changhong pushes HDR TV to show its ingenuity
The appearance of HDR technology is to delay the development of the entire video format for high brightness dynamic range. HDR is an abbreviation of high dynamic range image. The dynamic range refers to the range of brightness and contrast and the high dynamic range has a wider range of brightness and darkness. Brightness range and higher light and dark contrast, it is in order to expand the contrast of the bright part and the dark part of the picture and reveal the picture detail.
The recent HDR television is using the new OETF and EOTF HDR technology to improve the shooting and display dynamic range, and the ability to express latitude in TV systems with a higher quantization accuracy to 10^5:1. Let the eyes see the picture and the reality of the world to see things in line with the same, restore a closer look at the visual perception of the real environment.
Domestic manufacturers competing to layout, recently HDR TV launched by Changhong 60
G3, it is reported that the TV is ultra-thin design, thin to 13.5mm, the base is designed with a covered bridge, with the same color and the bottom of the rose gold, anodized to create a very modern metal bottom, the bottom of the small breathing lamp , Light up when lit on the TV, smart and smart.
It uses the original LG 4K IPS hard screen, resolution up to 3840x2160, wide color gamut coverage, has a 178° wide viewing angle, stable screen, vivid colors. Equipped with Changhong's original seven-color technology, it can fine-tune eight colors including skin color, optimize and enhance the TV original signal, and effectively ensure the natural beauty of the picture color.
Changhong 60 G3 is also a 4K TV, with a bright wide color gamut display technology, color gamut display up to 105% to 130%, by optimizing the color of red, green, orange and other colors in the original TV signal, effectively improve 4K picture Color display, better picture color performance, fourth-generation backlight partition control technology, through the independent precise control of the backlight, effectively enhance the screen layering, contrast. It also features the Mali-T860 4K picture engine. Through multi-core cooperative operation, the throughput of data per unit time is greatly enhanced. Whether it is running a large-scale game or watching 4K videos, each picture is guaranteed to be smooth.
Not only 4K, HDR is its big head, 4KHDR technology used, can make the screen bright field and dark field can show high levels and rich details, through the HDR technology to make three-dimensional color gamut space to reach the ordinary TV dozens Times, bring a better visual experience.
In addition to appearance and picture quality, its internality is also very full. The G3 is equipped with a 64-bit quad-core A53 CPU with powerful power, and at the same time, it is combined with a 64-bit Android 5.1 system that has been optimized in depth to better utilize the advantages of 64-bit chips and systems. , 2GB eMMC dual-channel DDR3 with 8GB flash, to ensure smooth operation and viewing experience when using.
On the system, the G3 is equipped with a large-screen display and long-distance viewing operation experience for smart TVs. The suspension-based UI has a definition of free combination of application display, application interface suspension operation, simple and convenient, and brings better intelligence. Interactive experience. Among them, the fourth-generation full-range speech recognition technology has a recognition rate of 98%. Live, on-demand, music, and system settings are called out. Both the elderly at home and children can easily operate TV.
More attention is paid to the importance of TV ecology.
With the rise of smart TVs, TV ecology has become more and more important, and TV content has become the core content of manufacturers' ecological. According to the survey, 52% of consumers believe that they have the willingness to pay for TV content and are willing to pay for smart TV content. The core requirement of users is content, and the intelligence of TV is basically based on the content. Smart TV can provide users with content resources that cannot be reached by traditional TVs. It is relying on its powerful intelligent networking experience to install various types of application software. , to obtain Internet, including video, games and other types of entertainment content.
Consumers are pursuing this function based on the fact that smart TVs have entertainment and leisure content as their core. The ability to conveniently enjoy the Internet-style experience brought by smart TVs has become the biggest magic weapon for smart TVs to replace traditional TVs.
With its own HDR technology, Changhong has launched a UMAX cinema system that covers audio and video quality enhancement, voice and interactive interaction, and enriches the three core areas of the film and television area.
UMAX cinema system uses analog digital reproduction technology to sharpen the image, reduce the graininess of the picture, process the normal TV picture to the cinematic film quality, and embed DTS Dolby audio technology, through the use of ordinary audio. Digital processing realizes stereo surround sound and satisfies the user's passion for home theater.
In terms of content, it is equipped with Tencent's film and television platform, has more than 100,000 hours of online video content, a number of feature film and television, many of the entire network of broadcast resources, updated quickly, content coverage, covering film and television, variety, education, games and other popular content.
Built-in Hollywood VIP area, synchronously update new films of North American theater line, activate enjoy the exclusive membership privileges of Changhong TV users, cover the top 10 variety shows of the annual ratings, and enjoy variety shows such as "Run Male", "Extreme Challenge" and "Swordsman". Hot play.
Not only movies and television, but also built-in Tencent games massive resources, support for a variety of specifications external game controllers, to create smart TV exclusive gaming platform, and music education for children's development, covering the rich classroom teaching resources for children, primary and secondary schools, the entire process Caring for the child's growth, caring for children's learning.
The domestic color TV industry is changing with each passing day, and the iterative technology will put TV on a small peak, and then the TV on the “Peak†has been plagued by the problem of homogenization. So every major manufacturer is developing new technologies and hopes to become a picture quality. Breakthrough points, the latest technologies such as HDR are beginning to take the stage.