Hisense once again focuses on ULED, and Internet TV competition enters the era of ultra-high-definition images

After rounds of questioning and verbal battles full of gunpowder, Hisense, the big brother of the color TV industry, is back with its new generation of ULED TV.

On April 12, Hisense held a spring new product launch conference and released the ULED ultra-high-definition Internet TV that applies the third-generation ULED technology.

In 2014, Hisense's first generation of ULED products revolutionized LED LCD TV display technology as an innovator, which also triggered color TV brands in China, South Korea and Japan to innovate around LCD display technology in 2015. A number of products focusing on picture quality, such as OLED, SUHD, QLED, etc., competed with ULED TVs.

No matter how fierce the competition is, there is only one match point, which is how to make the TV's picture quality even better. In the spring of 2016, Hisense attempted to once again set off a round of Internet TV competition in the ultra-high-definition era.

Hisense once again aims to win the crown of the king of picture quality

In the past two years, the domestic color TV industry has experienced price competition, content competition, user competition, gimmick competition, etc. If you dare to sell at 1999, I dare to sell at 999, if you play with curved screens, I play with split screens... On the seemingly "subversive" road, terminal manufacturers are going further and further, and even lost. But for consumers, TV is still used to meet visual needs, and the concept of "buying a TV is buying picture quality" is deeply rooted.

Hisense President Liu Hongxin believes that the "essence" of color TV lies in "picture quality", just as the essence of a car is "power" and the essence of food is "nutrition". The focus of competition in the global color TV market is still "picture quality", and Hisense will unswervingly hold high the banner of "picture quality".

The third-generation ULED TV released by Hisense this time has achieved 8K display for the first time, fully upgraded the dynamic backlight technology and applied the independently developed Hi-view Pro picture quality chip. The peak brightness display is as high as 1200 nits, achieving a dynamic contrast ratio of tens of millions and a color gamut range of 106% NTSC. According to official sources, it exceeds the world's most stringent UHD Premium HDR display performance standards and once again surpasses OLED in comprehensive display effects.

Liu Hongxin is full of confidence in the new product: "From the perspective of product technology upgrade, the TV industry still has to look to Hisense." As we all know, Hisense's adherence to picture quality has not been smooth sailing. Since Hisense launched the ULED TV focusing on picture quality in March 2014, it has experienced suspicion, ridicule and even attacks. However, Hisense has repeatedly proved the industry value of "picture quality-oriented" with its achievements of being the third in the world and the first in the Chinese market for 13 consecutive years. The theme of Liu Hongxin's speech is "Another Singularity, Look to Hisense Again". This "singularity" is not only a return to the basics of picture quality in the color TV industry, but also represents that Chinese color TV companies, led by Hisense, are copying the globalization path of outstanding companies in the world and aiming to lead the global color TV industry. This is both the rise of Chinese companies and the adjustment of the "world division of labor". Chinese companies in such an extraordinary era must firmly lock industry changes on picture quality, the "universal language" of global consumers.

Content upgrade comprehensively improves Internet TV experience

After a year of silence, Hisense has also revealed its achievements in Internet TV operations. Yu Zhitao, general manager of Hisense HiVision Cloud, who has not been seen for a long time, introduced that Hisense's Internet TV operation concept is "open ecology, closed-loop system", while providing users with online high-quality content, it is necessary to ensure a unified high-quality interactive experience. The ULED ultra-high-definition Internet TV, which uses Hisense's latest VIDAA4.0 intelligent system, is at the leading level in the industry in terms of the quality and quantity of resources in film, television, sports, education, games, and shopping.

In terms of online video, Hisense has strategically cooperated with Wasu, ICNTV, iQiyi and Tencent Video to create the Juhaokan video platform, which has more than 1 million hours of online resources, more than 15,000 movies, more than 150,000 TV series, and a wide range of popular movies, TV series, and variety shows. It also gathers resources of world-class events such as football, basketball, and tennis. During the European Cup, users can watch 51 games on Juhaokan, and have multiple choices of carousel, on-demand, and rebroadcast resources.

In terms of TV game operations, Hisense focuses on high-quality game content such as somatosensory and peripherals. The living room can be transformed into a gym, game room, or tennis court, and in-depth interaction allows users to experience live-level entertainment.

In terms of online education resources, Hisense has more than 300,000 hours of high-quality courses as well as differentiated learning, closed-loop learning and other experiences to meet the learning needs of home users.

Based on the good product experience, the number of Hisense's global smart TV activated users has exceeded 18 million. It is understood that this number will increase to 45 million by 2018. Hisense's "activated users" will gradually constitute one of China's largest "TV network media."

A new round of breakthrough competition in the color TV market has begun

As more and more Internet brands enter the color TV market, competition among TV terminal manufacturers has become unprecedentedly fierce. After a round of revolution in electronic products such as PCs, mobile phones, and tablets, each brand hopes to grow a new ecosystem in the virgin land of the living room.

In 2015, there were nearly 10 new Internet TV manufacturers. However, after a round of reshuffle, only a handful of them are left with the real strength to drive the domestic color TV industry to compete with Japanese and Korean manufacturers. In 2016, the competition in the color TV market is still fierce. Recently, except for Hisense, Haier and Skyworth, half of China's color TV giants have released their performance last year. Overall, the overall situation is sluggish, and Changhong and Konka have suffered heavy losses. Industry insiders said that since last year, new Internet color TV brands have emerged, and the influx of Internet companies has made the industry competition more fierce. The intensified price war has also caused the overall profit of the color TV industry to decline.

At this time, Hisense plays the picture quality card, no doubt hoping to bring the competition in the color TV market back to display technology at this point. After all, in the international market, China's display technology and LCD screen manufacturing are still suppressed by Japanese and Korean manufacturers. In China, the 8K TV launched by Hisense this time will bring the display performance of TV to a new height, and the laser cinema concept launched by Hisense is also expected to subvert the existing TV product form and form more diversified products.

In 2016, the number of color TV brands, industry resources and consumer demand in China may reach capacity limits. The future of TV companies will depend on the competition of comprehensive strength. Color TV companies with immature upstream and downstream industrial chains and backward technology will gradually withdraw. With HDR, quantum dot, curved, ultra-thin and laser TVs competing in the market with different focuses, the TV industry will usher in a critical year for brand competition.

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.