Widespread application of intelligent technology becomes a new trend in the color TV industry in 2015

In 2014, although the Chinese color TV industry was slightly sluggish due to the withdrawal of policies such as old-for-new, color TV companies also accelerated the transformation speed and launched more competitive new products to the market. Ultra-thin, 4K ultra-high-definition, home theater, etc. became the highlights of the year. What new trends will appear in the color TV industry in 2015? What is the main line of industry development? We may get a glimpse of it from the "2015 Color TV Popular Trend White Paper" released by the China Electronic Video Industry Association.

The "White Paper on Color TV Popular Trends in 2015" points out the development trends of color TV products in 2015, including accelerated intelligent upgrades and iterations, differentiated new display technologies, and rapid growth in exports of independent brands.

1. The ITization of TV will accelerate upgrades and iterations

The access of television to the Internet and the introduction of Internet thinking have fundamentally changed the characteristics of color TVs. Televisions have changed from being "mere terminal products" to personalized interactive and entry platforms that integrate "information, applications, monitoring, and data". Color TV companies have explored a profit model that combines software and hardware, instead of simply making profits from hardware. Content has become another profit direction for televisions.

At the same time, TVs are becoming smarter and smarter, accelerating the upgrade and iteration of intelligence. The first is to use cloud computing and big data deep learning to accurately analyze user behavior, motivations and habits, automatically search and match solutions, and become a more intimate partner for users. The second is ease of use. The trend of flattening is becoming more and more obvious, and more intuitive dynamic large charts will be used to make choices. From the operation process, companies have also used these shortcut keys in large quantities to reduce the user's operation steps. Interactive devices now have voice recognition, touch control, and dedicated handles. Various devices have entered the popularization stage. We expect that with the maturity of multi-screen interaction, TVs without remote controls will also appear. The third is the ITization of TVs, and the speed of updates and iterations is accelerating.

With the development of IT-based TV, the application of scenarios has become more important. There are three main scenarios: the first is the scenario application closely related to family life, the second is the TV game application, and the third is the online shopping application. With the lifting of the game ban, the power of TV game application has been released. Konka Tencent game TV actively adapts to the family environment and can be shared among family members. Companies that have laid out TV games early have been the first to gain a large number of game fans and have been welcomed and praised by users for TV-friendly interaction. Skyworth game TV processing chip adopts a 4-core CPU + 8-core GPU "twelve-core" design. The technical breakthrough of TV performance has helped Skyworth seize the market opportunity in the field of TV games. Haier TV has joined hands with Alibaba to deeply explore home-end shopping and reproduce the "fast" model in the shopping industry.

Second, differentiated new display technology

In 2015, China's color TV industry achieved breakthroughs in display and intelligence innovations: differentiation was sought in the innovation of new screen display technologies, and a diversified competitive landscape gradually emerged in product categories where new screen display technologies such as curved screens, OLED, large-screen laser cinemas, and quantum dots coexisted.

The three-year plan to promote the development of the display industry, the implementation of the leader system jointly issued by seven ministries and commissions, and the national integrated circuit development promotion outline and other national macro policies have also provided support for the development of the display technology industry. Chinese color TV companies have made revolutionary breakthroughs in display technology, especially TCL and Changhong have launched quantum dot TVs. Quantum dot technology has become one of the key display technologies to "head-on" with Korean Samsung and LG. Hisense's independently developed "ULED" won the "Annual Display Technology Gold Award" at the 2015 CES. Chinese color TV companies have officially become leaders in the development of display technology.

3. Exports of independent brands grew rapidly

As the world's largest producer and seller of color TVs, my country has already acquired a certain degree of international competitiveness. In 2014, the growth of the color TV market was closely related to the export growth of independent brands, and "outward migration" is becoming the main channel to cope with the relatively saturated domestic demand.

According to the data from the National Bureau of Statistics, the export volume of color TVs from January to December 2014 was 74.05 million units, a year-on-year increase of 23%, and the export value was 13.55 billion yuan, a year-on-year increase of 22%. In 2014, the export of China's own-brand color TVs increased significantly, especially Hisense, TCL, Haier, Skyworth, Konka, Changhong, etc., the export of own-brands grew rapidly. In addition, Chinese color TV companies are actively preparing to increase the "added value" of products, reasonably adjust the profit model of products, increase investment in technology research and development, conquer the market with high-quality products, drive the increase of foreign sales with a scientific and reasonable model, and accelerate the occupation of overseas high-end markets.

Large-screen LCD TVs are becoming the mainstream in living rooms, and TVs will return to the audio-visual era. With the increase in the number and activity of traditional manufacturers' smart TV users, the monetization capabilities of the smart TV application market have begun to emerge, and the business model has gradually become clear. The monetization models that have emerged include video advertising, TV game sharing, and startup advertising. From "hard manufacturing" to "soft service", the "soft and hard combination" business model is accelerating.

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.