Curved TVs become a new growth pole in the color TV industry

There used to be an old saying in the TV industry: "highbrow, low-brow". Due to the price and popularity, curved TVs have always been considered by consumers as expensive but beautiful black technology. In the TV industry, there has also been a debate over the right and wrong of TVs. Curved TVs have entered the public eye after being popularized by traditional TV manufacturers and hyped by Internet brands in the past two years.

According to the data from CMM Research in the first 32 weeks of 2016, the sales volume penetration rate of curved TVs has risen to 6.3%, and the sales revenue penetration rate has reached 15.2%. Will the rapid expansion of curved TVs in the future bring new growth to the sluggish color TV market?

Why do some people love curved TVs?

At present, in the Chinese market, in addition to the launch of curved TVs by veteran TV manufacturers such as TCL, Hisense, and Changhong, more than 20 brands including LeTV, Whaley, Xiaomi, and display companies such as AOC and HKC have joined the curved camp, with products covering all main sizes and as many as 155 models.

Domestic TV manufacturers have all bet on curved screens. So what are the advantages of curved TVs over ordinary flat-screen TVs?

Compared with traditional TVs, curved TVs have incomparable advantages. For example, users can get a better immersive audio-visual experience, the slightly curved screen can provide a better surround viewing experience; its field of view feels wider and more open; and its beautiful shape has a more technological feel; at the same time, medical experts say that the human eye is a sphere, and the curved image is imaged on the retina as a "flat image without distortion", which can eliminate the visual distortion at the edge of the screen.

Compared with ordinary TVs, curved TVs have many advantages such as beautiful appearance, high definition and strong immersion. At the same time, with the continuous advancement and development of the market, the cost performance of curved TVs has also been greatly improved. According to the forecast of CMM, the sales volume of curved TVs in the Chinese market will reach 2.3 million units in 2016, and the total volume of the Chinese curved TV market will reach 1.3 million units in the second half of the year, becoming the first choice for mid-to-high-end products. The sales volume of curved TVs is expected to exceed 4 million units in 2017. The sales volume of curved monitors is expected to reach 2 million units in 2016 and exceed 5 million units in 2017.

At the just-concluded "Curved TV/Display Focus Forum", the launch of the curved partner ceremony represents the initial formation of the curved TV camp, which has undoubtedly become a major industry trend. With the explosion of the curved TV market and the breakthrough of the camp, the few companies that are outside the curved field may face great market difficulties and challenges.

Curved TV market enters harvest period

"The development potential of curved TVs is unstoppable and it is an irreversible upward trend in China's TV industry." TCL Multimedia CEO Lianming Bo pointed out at the "Curved TV/Display Focus Forum" in China that the rapid expansion of the curved market is a positive sign and will bring new growth to China's TV industry.

As the market matures after a three-year incubation period, curved TVs are entering their harvest season.

Industry insiders pointed out that curved TVs, with their unique competitiveness, have successfully carved out a niche in the market and earned a place in the fierce red ocean competition, which will allow companies that have made early arrangements to reap the dividends. Among them, TCL is the most representative. According to CMM data, from January to July this year, TCL's curved TV retail volume share was as high as 29.7%, ranking first. In July, TCL's curved TV retail volume share soared to 34.7%, leading the industry with its monopoly advantage.

Nowadays, curved TVs are gradually accepted by consumers. Just like when ultra-thin LCD TVs replaced CRT TVs, it is a trend in technological trends. Many companies choose to launch curved TVs out of considerations of market layout. Whoever takes action first will have a greater opportunity for development.

Industry observers said that the alliance between the "Curved TV/Display Forum" and the curved camp is to push the curved TV industry to a new level by convening industry forces.

After the color TV market got rid of the price war, manufacturers have become more rational and will focus their efforts back on technological innovation. As the market for 4K ultra-high-definition TVs, curved TVs, and technologically advanced OLED TVs and quantum dot TVs continues to heat up, it can be foreseen that the gross profit margins of color TV manufacturers will be further improved in the future.

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.