Since 2009, with the increasing maturity of LED backlight technology, Chinese and foreign brands have comprehensively focused their market breakthroughs on LED TV products. A strategic transformation of China's color TV industry with Hisense LED LCD TVs has been launched.
According to the statistics of Yikang from the third-party market survey structure, during the “May 1st†period, the Chinese LED market has seen a blowout. From April 26 to May 2, a total of 71,756 LED LCD TVs were sold. The chain increased by 340.2%, an increase of 5832.1%. LED sales have accounted for 22.6% of total LCD TV sales.
If we say that in the past 10 years, domestic color TV companies have been promoting the liquid crystal and plasma-to-cylinder TVs in the process of replacing them, they have always been a participatory role. Then, from the last year’s round of LED LCD TV upgrades, The Chinese color TV enterprises headed by Hisense began to be “masters of the familyâ€, welcoming the competition of foreign-funded enterprises in the Chinese market, and taking advantage of the core technological advantages such as LED LCD modules, and joining hands with Chinese and foreign companies to set up in the global market. A round of LED liquid heat waves.
Since November 2009, the market share of Hisense LED products has exceeded 30% for several consecutive months, ranking first in China's LED LCD TV market. In this market war characterized by "fast upgrade of core technology", China's power and voice have risen rapidly, and eventually occupy more than 70% of the market share with domestic brands, laying the ground for the LED LCD upgrade that has been fully opened. solid foundation.
Strategic upgrade from technology to standards
One day in late May of this year, members of the Hisense LED project team and several people, with the dreams and expectations of several generations of Chinese color TV technicians quietly embarked on a flight to the United States. The reporter was informed that Hisense’s trip to the United States was attended by the International Electrotechnical Commission’s IEC/TC110 (Flat Panel Display Technology Committee) technical standards working conference. Among them, an important agenda of the meeting was to propose amendments to the draft international standard recommendations for LED backlight sub-standards submitted by Dr. Weidong Wei of the International Electrotechnical Commission IEC/TC110 in December last year, and form a new basis on this basis. A round of drafts.
Liu Weidong told the "China Enterprise News" reporter that Chinese companies have participated in the development of international standards related to OLED (Organic Light Emitting Diode) and PDP (Plasma), but they have not become the leading experts in the series of important standards. "From participating in the development of emerging display technology standards to taking the lead in the formulation of this standard, it shows that the voice of China's color TV companies in the world is relying on huge market capacity and relying on independent technological innovation." Engineers who have been engaged in technology research and development for more than 30 years in China's TV industry told the China Enterprise News that the standardization seems to be simple, but it tests the company's comprehensive driving ability for the entire product technology and core components, otherwise how to make Japan and South Korea, etc. The companies in the consumer electronics powers are convinced and recognized.
Over the years, there has been a saying in the Chinese market that "first-class enterprises do standards, second-rate enterprises do technology, and third-rate enterprises make products." The background of this sentence is derived from the industrial development path of “technology patenting, patent standardization, and standard globalization†in developed countries such as Europe, Japan, and Korea. However, for many Chinese color TV companies, from the beginning of development to the background of “introduction of technology, imitation and referenceâ€, do not say that standards are set, even some independent innovation and manufacturing of core technologies are facing huge The threshold and pressure.
It is understood that when Hisense started the LED backlight project, it faced many difficulties and unfavorable conditions, and it was in a dilemma for several times. When Hisense encountered many difficulties in seeking LED chip and device support, some manufacturers once said that it is a Chinese company: LED backlight is so difficult, can you make it? Unwilling to support or put forward harsh conditions. At the same time, the project has been delayed due to the problems of the partners. In the end, the Hisense LED project team decided decisively to abandon the original partner's design plan and switch to a fully self-developed complete new solution including optical design, thermal design and adaptive regional dynamic control technology, and in November 2007. In the acceptance of the 863 project, the prototypes that were completely developed independently passed the excellent test indicators and were highly evaluated by experts. Finally, they achieved the status of Hisense’s expert champion in the LED LCD market today.
Hao Yabin, deputy secretary-general of China Electronics Video Industry Association, believes that from completely independent technological innovation to leading the global standard setting, Hisense has opened the strategic transformation of Chinese color TV enterprises on LED LCD TVs. This will not only help to improve the overall technical level, standardization level and quality level of LED TV products in China's LED backlight industry, but also establish the technical discourse rights and market seats of Chinese enterprises in advance in the future of emerging display technologies.
Model innovation from technology to market
The reporter noted that Hisense has been paying attention to the application of LED in LCD TV since 2005. It has been included in the “Eleventh Five-Year Plan†(2006-2010) of Hisense Group, and has become the focus of decision-making and R&D personnel. Since 2006, Hisense’s independent innovation screen on LED LCD TVs has been fully opened. In that year, Hisense LED project passed the first place in the defense of the National 863 Project. In 2008, Hisense rushed to the first batch of self-developed LED-backlit LCD TVs in China before the Olympic Games, and independently built and put into production the first LED backlight LCD module production line in China; in 2009, Hisense was the first in the industry to launch 19 Inch-55-inch full range of ultra-thin LED LCD TVs, fully opened the strategic layout of the global LED LCD TV market; in March 2010, Hisense launched the Blue Engine T29 series 19-inch to 55-inch 13 LED backlights LCD TV, this series of products combines a number of new technologies such as the Internet and 3D display. Since November last year, Hisense has been firmly in the dominance of the domestic LED LCD TV market.
In the international market, Hisense launched more than 100 high-end green flagship products such as LED Internet TV and 3D TV. Driven by these high-end products, Hisense Group's overall export sales revenue in the first quarter increased by 113% year-on-year, of which the North American market grew by 238%, and both Asian and European markets doubled. Among them, LED TV products are particularly outstanding. From the perspective of overseas sales structure of TV sets, LED products account for only 11.47% of Hisense TV sales, but their sales revenue accounts for 26.06%. Benefiting from the overseas sales of LED TVs, from January to April this year, the export revenue of Hisense Group's TV sets increased by more than three times the sales growth rate.
In the view of Li Dejun, a member of the China Market Association and a professor at Anhui University of Technology, it is Hisense’s technological advantage of leading the LED LCD TV, which has promoted its leading position in the domestic market, thus achieving Hisense’s LED experts. rank in the field.
The reporter also found in the survey of home appliance chain stores that consumers favored Hisense's LED LCD TVs, mostly from the trust and cognition of their independent innovation technology. At present, the Hisense project team has solved the technical problems of high chroma and brightness uniformity lighting units and modules, ultra-thin optical design, high dynamic range driving technology, adaptive sub-regional dynamic backlight control algorithm, etc. through independent innovation, only in LED In terms of backlight technology, it has applied for more than 50 important domestic and foreign patents, most of which are invention patents. Some key technologies have applied for European and US patents. In terms of chips, Hisense has obtained 9 invention patents, and another 10 invention patents are in the process of application. In addition, Hisense also mastered the key technologies of the display module's row and column drive, timing control circuit, and has a number of patents.
At present, on the road of independent innovation, promoting the close integration of standards and product research and development, Hisense has the ability to integrate and large-scale production of large-size LCD modules, LED backlight modules and LCD TVs, and cooperate with LED LCD TVs. The core technology has established the level and ability to compete with the world's leading enterprises. Li Dejun believes that with LED liquid crystal as a breakthrough, Hisense has established a system competitiveness in China's color TV industry from point to point, from technology to product, from market to new business model, and has reached the forefront of China's consumer electronics industry and become a Chinese company. The benchmark of independent innovation and strategic transformation has become the biggest winner in this round of market technology.
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