Hisense's Liu Hongxin: Never rejected OLED, but more optimistic about laser display technology

Yesterday, we published the article "30,000 yuan bet lost? Rumor has it that Hisense will transform into OLED TV manufacturing next year", announcing that TV terminal manufacturer Hisense will vigorously produce OLED TVs in 2016.

Today, at Hisense's 2015 new product launch conference, in addition to launching a new laser TV, Hisense Group President Liu Hongxin also expressed his views on OLED display technology, confirming previous rumors.

Consumers like it. Hisense will fully promote OLED

At present, the most fierce competition in TV panel technology is between OLED and ULED, which are represented by two major international panel manufacturers, LG and Samsung. Hisense is pushing ULED technology and said it will not produce OLED products, and has had a war of words with Skyworth for this.

Today, regarding the industry's division of the color TV industry into ULED and OLED camps, Liu Hongxin finally stated that Hisense has never rejected OLED, but will not promote products that are not yet mature in technology and quality. Perhaps, in three to five years, as long as the time is right and consumers like it, Hisense will fully promote OLED.

But on the other hand, the outside world's current doubts about the promotion of OLED mainly focus on whether it can improve the yield rate and achieve large-scale mass production. Liu Hongxin also said that Hisense prefers to divide color TVs into two camps: LED and laser TV. The industrial chain of laser TV has gradually matured, and its business prospects are very bright. Its revolutionary impact on LED LCD TVs is about to begin. "After more than 10 years of development, the critical period of industrial transformation and change of LCD TVs has arrived. Whoever can make technical layout in advance and realize mature applications will be able to take the initiative in the next decade. Compared with OLED, which is difficult to mature in a short period of time, Hisense is more optimistic about the development of laser display technology."

Some commentators pointed out that Hisense's concession on OLED TVs means that the ULED camp will lose Hisense, its most important ally with annual sales of 8 million units, and also indicates that the future technological trend of the TV market will completely lean towards OLED technology.

Who will laser TV revolutionize?

At present, a considerable number of consumers mistakenly regard laser TVs as video projectors, and find it difficult to accept the high price of laser TVs, which can easily reach 50,000 or 60,000 yuan. In this regard, we interviewed Hisense's Marketing Director Liu Wenjian.

According to Liu Wenjian, compared with ordinary projectors, the image quality, lifespan, brightness and portability of laser TVs are far superior to those of projectors. In addition, the short focus of laser TVs requires very little space and is not affected by ambient light sources. In the future, the projection size will be adjustable, the focal length will be shorter, and there will be room for price reduction.

From the current market situation, compared with traditional TVs, laser TVs have an absolute advantage in size and price. For example, LeTV's 120-inch super TV is priced at 499,900 yuan, while Hisense's 100-inch flagship laser TV is priced at 69,999 yuan. Gao Yuling, general manager of Hisense's laser cinema TV business unit, said, "The screen size of laser TV technology has no direct correlation with the size of the machine, and the machine is more flexible. In the next five years, laser cinema TVs will fully squeeze the market space of ultra-large screen LCD TVs and OLED TVs above 65 inches, and occupy the main share of the ultra-large screen TV market."

Although consumers' understanding and cognition of televisions, as well as their recognition and attention to television brands and manufacturers, have reached new heights, there is still a big gap in people's understanding of television technology. Even though laser TV is a potential stock in the future living room market, manufacturers still need to do a lot of groundwork for laser TVs in terms of resolution, concept popularization, channels, prices, etc., to fully gain recognition from users and the market. From this perspective, the real opponent of laser TVs is not projectors, OLEDs, or large-screen TVs, but the promotion of the concept of laser TV itself.

It is also worth noting that at the press conference, Liu Hongxin mentioned that the world's largest video-on-demand service provider's primary requirement for partners is the clarity of video images on the screen. As for who Netflix will choose as its TV product partner when it enters China, Liu Hongxin said, "Please wait and see." Based on this, it is speculated that Hisense is very likely to cooperate with Netflix.

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.