Laser TVs have the advantage of super-large screens. With consumers’ preference for large-screen devices, laser TVs have been paying more and more attention. According to data from Zhongyikang, the largest increase in large-size TVs was 70-inch and above. The online retail volume increased by 293.5% year-on-year, and offline sales increased by 78.0% year-on-year. It can be seen that ultra-large screen display products have become a key direction for consumers to upgrade.
Although technologies such as 4K, quantum dots, and OLED have emerged in an endless stream in recent years, the resolution and size are the most sensitive for consumers. Resolution upgrades have encountered bottlenecks at present. Although 8K products are not technically difficult, the potential for price reductions in the short term is not large. Moreover, the 8K resolution naturally needs to be matched with a large size, so the next size becomes an important indicator of the display market.
In terms of size, it is not easy to achieve 70 inches for LCD TVs or other flat panel display products. If the size is increased, the price and installation are unrealistic. The technology of laser TV is maturing, and it is obvious that laser TV has become an important choice for the market above 70 inches. In the past, the price of laser TV was too expensive, and the price of tens of thousands of yuan would naturally not have too much sales. In 2017, laser TVs have reached a price of 10,000 yuan. In 2018, there are more such products. The author predicts that at the climax of new product releases, there will be more such products.
At present, there are more than ten brands involved in laser TV. According to the author's understanding, there are still several domestic brands to join the market this year. Some home appliance companies, and some companies with a radio and television background want to launch laser TVs. With so many brands joining the competition in the laser TV market, can the laser TV market accommodate so many brands?
Laser TV competition is fierce
According to data, laser TVs reached 76,000 units in 2017, and laser TVs are expected to double again in 2018, with sales expected to reach 164,000 units, an increase of 116% year-on-year. However, sales of hundreds of thousands of units cannot support the investment of so many companies. Considering the first-mover advantages of brands such as Hisense, XGIMI, and Nuts, these three companies will have a large share of sales of more than 100,000.
Traditional projector brands such as BenQ, ViewSonic, and Optoma have also launched laser TVs. Naturally, traditional projector brands have a certain degree of influence. Internet brands such as Xiaomi are not weak in marketing. The author believes that the newly entrant brands are actually facing a more severe market environment. Although the attention of laser TV is high, there is not a market environment with particularly large trading volume.
With sales of tens of millions of units in the LCD TV market, only ten mainstream brands can be accommodated. The author believes that although the laser TV market is lively, it is not unusual. In the end, only the brands that stick to it can really get a share. With the entry of many new brands, the price war for laser TVs is about to start in 2018, and only the remaining brands after the price war will have the strength to continue to invest in this market. Laser TV is different from other markets. The current capital flow in this market is not particularly large, which also shows that the capital market does not have enough confidence in laser TV. Therefore, the competition of the brand of laser TV still needs to rely on the strength of the brand itself. Only relying on a product of laser TV is more difficult in the competition.
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