MU9800, 8K ultra-clear picture quality TV, this is a flagship product of Hisense TV's listing conference on April 12. The 8K Ultra HD resolution is generally 7680×4320, 16 times larger than the 1920×1080 resolution.
It is understood that the current domestic market share of 4K television in the leading color TV companies accounted for about 3%, and smart TV 70%, 80% compared to the sales ratio is still at a low level.
Therefore, the current demand for China's color TV consumer is still in 4K TV, which is the focus of the 2016 color TV business. Compared with the price of 4K TV, the retail price of 8K TV is too high, and it is obviously unlikely that mass consumers will spend huge sums of money to buy such a TV.
4K TV is still watching HD programs
In the past two years, domestic TV consumers have been more enthusiastic about talking about 4K TVs. This is due to lack of content and content. As we all know, the domestic television channel is now dominated by high-definition, and some provinces and cities are accelerating the establishment of Ultra HD channels, but it takes time. In other words, many 4K ultra-high-definition TVs that are bought by consumers today are mostly HD channels.
The 4K ultra-high definition television with a resolution of 3840×2160 pixels is still lacking in the film source, and it is difficult to satisfy the increasing entertainment demands of consumers, let alone an 8K ultra-high definition television with a resolution of 7680×4320 pixels.
Therefore, rich class consumers, even if they have the financial power to buy such a TV set, there is no 8K movies, 8K TV series, 8K TV entertainment programs to play, there are 8K devices, but can not enjoy 8K content services.
8K listed, Sharp purchased?
It is understood that Hisense is not the first TV company to market 8K ultra-high definition TVs. Sharp's 8K TV has already been marketed on the Chinese market. However, from Sharp's official financial report, 8K TV did not save sales of color TVs with Sharp and Japanese TV.
Sharp official estimates that the total sales of LCD TVs for the 2015/16 fiscal year will fall 16.2% year-on-year to 5.9 million units, with the total amount falling 16.2% year-on-year to 310 billion yen (about 17.7 billion yuan). After being swallowed up by Hon Hai Group, Sharp TV is a distance from China's color TV market. From a time perspective, it may not be too far away.
In recent years, Chinese consumers have criticized the Japanese color TV brand because the brand value has been declining year after year, but the product has not insisted on price reduction. Sony and Sharp are typical. Under the background of the rise of China's color TV companies, Chinese consumers gradually turned to Chinese and Korean TV brands and abandoned Japanese TVs.
It is undeniable that the technology of these color TV companies is excellent, but the color TV industry is not the 1980s. Sitting on the technical strength of color TV companies, they can't put this technology to the fullest extent to meet the needs of the mass consumers. They are gradually lagging away from the ordinary users who have supported these companies in the past and are eventually abandoned by mass consumers.
In the Chinese market, Sharp's user base has grown smaller and smaller over the past decade. It used to be a middle-class user (medium and large-sized TVs) and later an affluent user (60-inch and larger TVs). Now it is plainly local users. Exclusive (60 inches above 4K, 8K TV). For example, Sharp's 8K-definition TV is currently at Tmall's retail price, 80-inch is 69999 yuan, and 70-inch is 32,999 yuan.
According to home network (WeChat public number: jiadianwangHEA) review, Sharp's 8K, is not an 8K resolution panel, does not support 8K video image input, so the real 8K TV panel, the retail price will be high, can be imagined.
In the past, consumers are hard to buy
Prior to this, Hisense TV executives had said that OLED TVs were not yet mature. It has been observed that the promotion and listing of 8K TVs is less mature than OLED TVs.
Now consumers are buying home 8K TVs. In addition to watching corporate 8K videos, there seems to be no choice. Most of the time, the consumer's 8K TV may only watch high-definition TV programs and some 4K TV programs.
For such a high resolution, so expensive TV, it is a waste. Therefore, in the Tmall.com store of Sharp 8K-definition TV, the sales performance is so tragic that the domestic consumers do not buy it. Sharp's case has provided Hisense with a vivid lesson.
It has been observed that OLED TVs can be made into FULL HD (Full HD), can be made into 4K, UHD (Ultra High Definition), and can be made into 8K in the future, but they are popularized from HDTV sources, popularized by 4K TV sources, and then The popularization of 8K TV sources is not an industry color TV industry can accomplish, and the transition time will be protracted.
Industry analysts pointed out that consumers within 3 to 5 years, still hope to wait until the popularity of 4K sources, but the popularity of 8K television sources is not easy to say, developed areas may be 5 to 7 years, other regions may want For more than 10 years, if consumers buy 8K TVs now, they may not be able to wait until then to face an update.
Laser TV seems to be cold, pick up ULED straw
Hisense said that the popularity of OLED TVs is not yet mature. In fact, Hisense's 8K TVs promoted on the market are more like an empty shell. Compared to OLED and 4K TVs, consumers have to wait until the popularity of 8K TV sources is even more distant, because 4K TV sources are now available in China. Accumulation is still in its infancy.
Interestingly, Hisense and Sharp are now allies. On July 31, 2015, Sharp announced that it has concluded an agreement with Hisense that will license the sale of all American Sharp color TV products other than Brazil to Hisense Group and sell the Mexican TV factory to Hisense Group. The authorized brands include SHARP, AQUOS and Quattron. brand.
With Sharp's entire merger with Hon Hai, Sharp had previously faced major changes in relying on 8K's Sharp TV in China's TV market. It may be difficult to make a difference. And when Hisense connects Sharp's 8K TV stick, the prospects will be again and the time will give the answer.
According to observations, this new product launch, Hisense’s previously high-profile laser-cinema TV accidents were cold, and the presentations were less frequently presented at the conference, and they turned back to strengthen the image of ULED Internet TV. ULED was Hisense in 2013 and 2014. Just launched the old concept.
From the above perspective, laser cinema TV has not been favored by the outside world, mainly because of the limitations of the definition and the environment in which the device is used, and Hisense is also demonstrating the attitude of not using OLED. This attitude may be difficult to change in the short term. .
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