Hisense releases 120-inch full-color laser TV, creating a new track for China's giant screen technology

Against the backdrop of the normalization of the global epidemic and the recurrence of the domestic epidemic, many audio and video enthusiasts have officially put the realization of the "home cinema dream" on the agenda.

The Q1 2022 color TV market report of AVIC Cloud Network shows that as control measures in many places were upgraded and production and consumption logistics were affected, the consumption recovery trend was interrupted again. In the first quarter, China's omni-channel retail volume of color TVs was 8.831 million units, a year-on-year decrease of 10.8%.

However, while the overall market size declined, retail sales of TVs larger than 80 inches accounted for 11.3%, and retail sales of high-end TVs priced above 10,000 yuan accounted for 18.2%. The hot sales of high-end, large-screen products against the market trend showed a clear trend of upgrading the product structure in the color TV industry.

The reason is not difficult to find. Standing at the new starting point of the reconstruction of the economic environment order in the post-epidemic era, the first thing to be reshaped is undoubtedly the economic value chain of the living room, where users consume more attention and time. For many audio-visual enthusiasts, at a time when theaters as public places for people to watch dramas are strictly controlled, buying a large-screen TV that can bring a theater-level audio-visual experience has become a rigid demand.

After years of hard work by Chinese color TV brands led by Hisense, when people mention "home theater" now, they hardly think of the flat-screen TV + floor-standing speakers that were popular at the end of the last century, but first think of the "laser TV" that is becoming more and more popular among consumers. While LCD technology is still working hard to improve the yield rate of 100-inch TVs, the laser TV camp has brought the definition of "giant screen" to the 120-inch level.

On April 25, Hisense Visual Technology launched 110-inch and 120-inch laser TVs at its spring new product launch conference, making it possible to enjoy audio-visual enjoyment beyond the cinema level at home. It also used its exploration in the field of color laser technology to prove that Chinese TV companies also have the ability to promote the upgrading of the industrial chain in the high-end technology track they have opened up and compete with existing display technologies.

Meet the needs and make the home theater dream come true

When televisions entered living rooms, some people said that movie theaters would eventually decline. A 1950 Paramount survey showed that the frequency of movie watching in households with televisions dropped by 30%. As the number of viewers dropped to half of the golden age, thousands of theaters closed down, and movie mogul Howard Hughes sold all of RKO's film library to television stations.

But of course everyone has seen the result. Even now that Internet TV is so developed and movie sources can be watched in the living room, movie theaters can still be popular with the public thanks to the unique immersive feeling of the big screen.

In order to restore the cinema-level audio-visual experience in the living room, giant screen TVs have always been the pursuit of consumers. According to the online consumer survey data of Aowei Cloud Network, among the main factors that influence consumers to buy TVs, price is the main factor with a proportion of 31.6%, followed by the size of the TV, accounting for 23.9%.

TV sales data also confirms this point. According to data from Aowei Cloud Network, sales of 75-inch+ products increased by 76.2% in 2021, and sales of products above 80 inches increased by 111.8%; in the first quarter of 2022, sales volume of 75-inch+ large-screen TVs increased by as much as 60%, and sales revenue increased by 36.5%.

Compared with the technical route of traditional LCD panels, the advantages of laser TV in high-end large screens are obvious.

On the one hand, the yield rate, which is the main factor affecting the production cost of LCD panels, is inversely proportional to the screen area, and the screen area of ​​a 120-inch TV is 4.9 times that of a 55-inch TV. On the other hand, the display principle determines that under the same display area, the higher the resolution of the LCD panel, the lower the brightness. While the resolution of laser TV increases with the increase in the size of the DMD chip, the brightness will also increase. The potential gap between the two technologies is evident.

The market has responded enthusiastically to Hisense Vision, which has bet on the "large screen" trend. In 2021, Hisense TV ranked first in the high-end large-screen market of 75 inches + and above 8,000 yuan; in Q1 2022, Hisense's large-size laser TV sales ranked first in the world, and in the domestic high-end large-screen market of more than 8,000 yuan, the sales volume ranked first with a 30.43% share, and even achieved 63.6% of the sales of large-screen TVs over 100 inches, far ahead of the second place.

The reason why laser TV has won dual recognition in technology and the market is due to the "resonance between new technologies and new demands". The trend of large-screen TVs has created a new species that meets consumer demand, especially at a time when the living room economy is on the rise.

Breaking the monopoly, a laser beam audio-visual experience surpasses the cinema  

It is no coincidence that Hisense is able to take the lead in the high-end large-screen trend.

Laser TV originated from digital film projection technology. Hisense has long seen its ability to be perfectly combined with TV technology and successfully enter the homes of ordinary users. After years of dedicated research and development, it has made it the first important technology independently developed and manufactured by China that is ahead of the world's TV industry.

It is reported that Hisense currently leads the industry in the number of patents in the field of laser display, and holds the largest number of patents for three-color laser light source technology in the industry. As of March this year, Hisense Laser TV has applied for 1,713 domestic and foreign patents and has a total of 708 authorized patents, leading the industry.

The 120L9-Pro released this time also relies on a number of new technologies to achieve multiple breakthroughs in audio and video performance, and can provide users with an immersive audio-visual experience that exceeds the cinema level.

It is reported that Hisense 120L9-Pro adopts a three-primary color light source architecture with extremely high color purity. It not only gets rid of the picture jitter problem caused by the rotation of the color wheel in the past, but also brings the world's first laser TV that meets the color TV brightness standards to the industry, filling the two biggest shortcomings of laser TV technology in one fell swoop.

With the support of full-color laser technology, the color gamut coverage of 120L9-Pro reaches 107% of the top color gamut standard BT.2020, which is equivalent to 151% of the DCI-P3 movie color standard. It is 50% richer than the colors of high-end cinemas, surpassing cinemas in terms of picture performance.

In terms of sound quality, the 120L9-Pro is equipped with a Harman Kardon panoramic sound field, supports a sky-dome lifting sound field, and the total output power of the 6 speakers reaches 110W, which can simulate an immersive panoramic sound effect for users.

In terms of content, Hisense has customized a laser cinema area for laser TV users. The "Xiaoju Cinema" can provide a large amount of high-quality film and television content, making new films and classic old films readily available in the living room.

In terms of interaction with smart home, 120L9-Pro adopts a smart dual-screen design, so that audio and video viewing will not be disturbed, and IoT home products can be linked by voice, so you can control your quality life while lying on the sofa.

Of course, users' requirements for a high-end TV in the 100,000 yuan price range are not limited to audio and video performance. The design of the 120L9-Pro is also top-notch. The body material is made of 20-year-old North American black walnut. It uses traditional gold and wood craftsmanship to perfectly blend metal and wood, which complements various high-end home styles and won the China Appearance Design Silver Award.

From the above, it is not difficult to find that 120L9-Pro is a bucket-level high-end TV product that has reached the top level in the core indicators of TV sound and picture, and at the same time redefines the "giant screen" in terms of size that users pay more and more attention to.

After ten years of R&D investment since 2012, from monochrome to three-color, from 2K, 4K to 8K that attracted the public's attention at CES, Hisense, as a leader in laser TV technology, has not only opened up a new track for the high-end large-size market beyond traditional display technology, but also pushed laser TV technology to the high-end market from technology verification to industrial chain construction. It has not only broken the overseas monopoly in the field of high-end display technology, but also pointed out a path for consumers to "realize their dreams" of home theater.

As a winner of Toutiao's Qingyun Plan and Baijiahao's Bai+ Plan, the 2019 Baidu Digital Author of the Year, the Baijiahao's Most Popular Author in the Technology Field, the 2019 Sogou Technology and Culture Author, and the 2021 Baijiahao Quarterly Influential Creator, he has won many awards, including the 2013 Sohu Best Industry Media Person, the 2015 China New Media Entrepreneurship Competition Beijing Third Place, the 2015 Guangmang Experience Award, the 2015 China New Media Entrepreneurship Competition Finals Third Place, and the 2018 Baidu Dynamic Annual Powerful Celebrity.