Quantum dots and OLED can no longer meet user experience requirements
The reporter learned from a number of color TV companies that many TV companies have focused on quantum dot and OLED technologies in the display area.
Liu Buchen, a senior observer of the home appliance industry, said that although OLED is an organic material, the OLED is used as an example. Although the OLED is an organic material, the larger the screen, the higher the instability and the more serious the tailing phenomenon. The lower the rate, the bottleneck is hard to break through. Although quantum dots are currently prominent in the large-screen TV industry and the display industry, it takes several years for quantum dot technology to realize the technological breakthrough of self-luminous electrical quantum dots. Since current quantum dots also require liquid crystal as a backlight source, it is difficult to meet requirements for mobile phones, ultra-thin notebooks, and curved screens.
"From the current trend, although these two kinds of display technologies have problems, the success of the acquisition must still rely on rapid technology maturation, upgrading and scale, with the consumer rationale for consumption upgrades, TV buyers will also Gradually consider the high-priced inputs and hidden risks behind the virtual heat technology and look for more mature technology alternatives,†said Dong Min, vice president of Ovid Cloud Network.
Zhang Yanbin, a senior observer of home appliances, said quantum dots and OLEDs have been unable to meet user experience requirements because it is difficult to support the demand for large screens that are favored by the market. Zhang Yanbin believes that for large-screen color TVs, a good user experience has two dimensions, one is technology, and meets the experience of consumer upgrades. The specific performance is to meet the user's needs for the picture quality experience, large size is a trend, environmental protection does not consume power, and long life. The second is price, which has an advantage in cost performance.
High-end big screen has become a trend
Quantum dots and OLEDs have been unable to meet the needs of user experience, it is the rise of the big screen that leads the TV market.
Under the background of the global cold weather in the color TV industry, sales of traditional products fell 8.7% in the past three weeks (W16-18). However, for large-screen products such as the 70-inch, 75-inch and 85-inch examples, offline sales increased by 33.9%, 45%, and 103.4%, respectively—the “big screen†is becoming the best growth point in the industry.
In the past five years, there has been a significant change in the color TV market: With 45 inches as the demarcation point, the market share of the products with less than this size has been declining. With products larger than this, the market share has been increasing. Moreover, the larger the display area, the higher the market growth rate.
In this regard, the industry manufacturers even said that TV display technology is essentially a "greater screen" - centered on large size, which is the core direction of color TV innovation display technology. 60 inches and 70 inches are the mainstream direction.
Reporters learned from color TV companies such as Skyworth, Konka, Hisense, and Sharp that this year's color TV companies have adjusted their direction and increased efforts to bring high-end products such as large-size, smart, OLED, 4K, 8K, and curved surfaces to the market.
Who will lead the future big screen trend?
Among the numerous TV screens, Sharp screen has undoubtedly become a major focus of the market.
According to the "China's Color TV Market Summary Report for the First Quarter of 2017" jointly released by the China Electronics Video Industry Association and AVC, the total retail volume of the domestic color TV market was 11.79 million units in the first quarter, a decrease of 5.2% year-on-year. However, under the premise of a general decline in the market, Sharp, which has recently returned to the Chinese market, has achieved remarkable performance in the first quarter, especially in the offline market, which has increased by more than 30 percentage points year-on-year.
For this reason, the industry has also specifically named "Sharp Screen", which is Sharp's LCD panel manufactured and debugged by Sharp. It is characterized by true color reproduction and excellent viewing angle.
According to the person in charge of Sharp's related technology, the characteristics of Sharp Screen are mainly reflected in three levels: LCD panel technology, influencing technical processing, and color grading technology. Among them, the panel technology, because of the world's 10-generation wire cutting technology, with unique light transmission technology, with richer color expression, both bright and without distortion, while allowing the screen to be thinner, faster and more flexible. In terms of image processing, Sharp screen's color technology, natural color performance is more abundant, color gamut is wider, and can lead the industry by 10%-20%. In the toning technique, Sharp uses the gamma curve (brightness curve) for color grading, and manually adjusts the brightness curve reference to set the brightness that is most suitable for human eyes.
A few days ago, the reporter learned from Sharp that following the launch of the 4K super clear screen, Sharp will next launch the 8K technology screen.
Sharp's responsible person said that 8K is the future of artificial intelligence, and the image can be displayed accurately to the hairline level. From a technical point of view, 8K refers to the definition of digital images. Its wide color gamut can show colors that exceed all colors in the natural world. It is the highest fine image specification that human vision can recognize. At present, 80% of data transmitted over the Internet are images, and images represent future data. The 8K ultra-high-definition image liquid crystal display screen will bring an image data revolution to smart homes, industrial Internet, car networking, entertainment, medical care, education, and smart cities.
Prior to the acquisition of Sharp, Foxconn for Sharp has also planned to use 8K display technology as the cornerstone, radiate to the Pearl River Delta industrial supply chain, and gradually build an 8K ecosystem.
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