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Is Samsung under pressure? Why should TCL TV be No. 1 in the world in 5 years?

Is Samsung under pressure? Why should TCL TV be No. 1 in the world in 5 years?

  • Categories:Industry Information
  • Author:Audiovisual circle
  • Origin:Audiovisual circle
  • Time of issue:2021-08-30 09:38
  • Views:

Is Samsung under pressure? Why should TCL TV be No. 1 in the world in 5 years?

  • Categories:Industry Information
  • Author:Audiovisual circle
  • Origin:Audiovisual circle
  • Time of issue:2021-08-30 09:38
  • Views:
Information

Is Samsung under pressure? Why should TCL TV be No. 1 in the world in 5 years?

Samsung TV has occupied the No. 1 spot in the global color TV for 15 consecutive years. It is currently the undisputed "leading brother" in the global market, but this does not mean that its "leading position" will remain unchanged. Because, behind it, there is a Chinese color TV giant who is trying its best to catch up, and has made it clear that it will replace Samsung's "position" as the world's number one within three to five years.

 

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And this brand that dares to challenge Samsung's position as the global leader is TCL. On August 26, TCL announced in Shenzhen that in the future, Mini LED will open the first core track, allowing Chinese technology to win the right to speak in the world. At the same time, Zhang Shaoyong, vice president of TCL Industry and CEO of TCL Electronics, announced the Mini LED strategy and the super-large screen strategy, striving to become the world's number one TCL smart screen in 3-5 years.

For TCL's confidence in daring to compete with Samsung for the world's number one, it is mainly because TCL has reached a relatively mature high in the scale of sales and the vertical integration of the industry chain.

At present, the sales volume of China Star TV panels under TCL Technology is No. 1 in the world (LCD panels), and Zhonghuan Photovoltaic's monocrystalline silicon shipments are No. 1 in the world (chip semiconductors). pain. Benefiting from the advantages of vertical industrial chain integration, TCL TV will achieve strong growth in 2020, with annual sales of 35.34 million units, ranking second in the world. 35.34 million units, which means that one TCL TV is sold every second worldwide.

 

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In the first half of 2021, the "scale" between TCL and Samsung is still forming a trend of "decreasing one by one". According to the DSCC report, Samsung Electronics’ global TV shipments in the second quarter of this year dropped by 6% year-on-year, and shipments fell to 8.5 million. TCL brand TV sales increased by 31.6% year-on-year to 5.81 million units. The market share also increased from 9.4% in the same period last year to 12.7% in the second quarter of 2020, and the ranking jumped to the second place in the world.

In order to further lead and surpass the global color TV market in the future, TCL is preparing to bet on Mini LED and super large panel TVs, and make Mini LED and super large screens "two-wheel drive" in the future.

Mini LED strategy: In the next three years, the penetration rate of Mini LED in TCL's large-scale efficiency will exceed 60%

At the same time, globally, invest at least 2 billion to establish 10 complete machine production lines, with the goal of achieving an annual production capacity of 10 million Mini LED smart screens by 2024.

The realization of the strategy requires technical support. The core leading technology of Mini LED mastered by TCL includes 12 technical fields, 48 ​​core technology control points, 470 patents, 9 industry leaders, 1 Mini LED experimental line and 4 A Mini LED backlight display laboratory. Covers the four major areas of backlight design, key components, transfer technology and complete system.

 

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In terms of specific miniLED TV product coverage, TCL is not only the world's earliest publisher, but also the one with the most complete product matrix. At present, TCL Mini LED TV has 3 series, 4 sizes, 7 product lines, and 18 products. The resolution ranges from 4K to 8K, the size ranges from 55 inches to 85 inches, and the pricing ranges from 5,000 to 100,000. Such a complete product matrix can meet the diverse choices of different consumers on the one hand, and it also highlights TCL’s firmness in miniLED TVs. Optimistic" attitude.

 

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Why is TCL so "optimistic" about the future development of miniLED TVs. Some industry insiders said that from the current process of advancing next-generation display technology, although miniLED TVs "started" later than OLED, laser displays, etc., they feel that they are from the industry level, technology maturity, brand follow-up, and consumer recognition. There is a great momentum of "latecomers come first".

尤其在品牌参与度上,目前除了极个别的品牌没有推出miniLED电视之外,全球几乎所有主流慈爱单行业都竞相入局,而且几乎都选择把miniLED电视当做核心产品来力推“高端市场”。

洛图科技认为,Mini LED电视时代正式开启,各家的竞争正在摆上台面开始白热化。结合品牌影响力、产业链、技术、性能、价格等多方面因素,全球Mini LED TV市场大概率将由三星和TCL主导。由于中国厂牌投入的资源相当,激烈竞争至少会持续3年。而以TCL为首的中国大陆品牌阵容从供应链布局和现地需求来看,在布局Mini LED电视将有比较多的机会。

OLED适合做少,miniLED更合适做大

说到在高端显示技术的选择上,OLED和miniLED在当下喊声最为“直接碰撞”。而在这两者的对比上,TCL电子CEO张少勇直言表示,Mini虽小,视界更大。

 

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他认为,miniLED电视55寸以上大尺寸的最佳选择,OLED屏更适合中小屏。张少勇还表示,Mini LED技术同步具备高亮度、高对比度、色彩艳丽、寿命更久且不会灼屏等优势,无疑是65-100英寸大屏的最佳选择。而OLED技术会比较适合应用在手机、平板电脑等小尺寸产品上。

同时他还认为,miniLED电视在成本上相比OLED有一定的优势,尤其在75寸以上的大屏当中,TCL依托LCD自有产线这一强大资源,LCD新面板厂持续投入,产能提升、成本持续下降,这在成本和售价上具有天然优势。Mini LED与OLED价差约有50%。

洛图科技预测,今年miniLED电视全球全年销量或将达300万台。到2025年,将超过1800万台。而和OLED电视在中高市场较量战中,Mini LED电视可能最快在3年内超过OLED电视,成为中高端市场主流。

超大屏战略:未来三年,TCL 75吋以上超大板渗透率超过30%

如果TCL押宝miniLED电视是选对赛道,那么选择重注超大板战略则是直接契合市场的需求。

据奥维云网1-7月数据,今年彩电市场累计平均尺寸为54.2寸,远远高出去年平均尺寸。其中70寸以上电视均有大比例增长,销售额增幅均超过50%。而85寸销售量同比增长175.5%,销售额同比增长127.7%,增速最快。

 

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而TCL的80吋以上产品在7月份销量增长迅速,其中82吋产品线上销售同比增长133%,线下销售同比增长295%,85吋产品线上销售同比增长384%,线下销售同比增长68%,98吋以上产品线上销售同比增长3930%,线下销售同比增长791%。

 

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为了继续顺势在超大屏电视的优势,TCL再次98寸巨幕电视一举推出两款产品:分别为98吋IMAX巨幕智屏私人影院版和经典版(这两者区别是影院版配有安桥2.1独立音响和量子点技术),分别标价45999元和21999元,拥有192个分区,800nit亮度,搭载QLED量子点,可以实现157%色域的超高色彩表现。

这两款98寸巨幕电视面板均由TCL华星自家生产。基于此,TCL的超大屏战略目标是,未来3年,75”+超大面板渗透率超过30%。

后记:如今在大屏时代,中国更需要有自己的核心技术,TCL坚定选择的新一代显示技术Mini LED,或将成为TCL冲顶全球第一的核心战略。

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