At the start of the year, the Consumer Electronics Show (CES) sets the tone for the spring TV release season, while the IFA exhibition in Berlin during the fall offers insights into the direction of the upcoming autumn lineup. Industry experts suggest that to understand the trends in the TV market annually, one need only glance at the innovations showcased at these two pivotal events.
As IFA 2017 rolled around, the exhibition unveiled significant developments in the TV industry. This year, domestic giants like TCL, Hisense, Skyworth, and Changhong emerged as prominent players, while Japanese and Korean brands seemed relatively subdued.
Among these, TCL, the world's third-largest TV manufacturer, made waves by launching its new series—X6, C5, and P6—equipped with Baidu's artificial intelligence system. These models cater to high-end fashion, urban white-collar professionals, and younger audiences. Of particular note is the X6 XESS Private Cinema, boasting an 85-inch screen and showcasing TCL's cutting-edge craftsmanship and technology. Utilizing primary color dot display and Harman Kardon's luxuriously configured audio system, it delivers exceptional sound and picture quality, meeting the standards of a private cinema.
The X6 XESS Private Cinema is a QLED TV, featuring the latest generation of primary color quantum dot display materials, known for their high color gamut, vivid colors, and longevity. This model employs Galaxy multi-zone backlight control technology with 600 local dimming zones, using 1200 pure light sources for precise brightness control, resulting in a contrast ratio of 12 million:1. Despite its large size, the entire unit is a mere 24.8mm thick, significantly thinner than most multi-backlit TVs, which typically range from 30-50mm. This innovation allows for detailed highlights and shadows in any scene.
This flagship product not only highlights TCL's technological prowess but also demonstrates that Chinese brands are increasingly influencing the high-end market. Additionally, the expansion of TCL's exhibition area from 700 square meters seven years ago to 1800 square meters this year signals the rising influence of Chinese brands globally.
Hisense, another leading domestic brand, focused heavily on ULED TVs and laser TVs at IFA 2017. ULED is Hisense's proprietary LCD TV enhancement technology, featuring multi-zone backlight control and fine dimming. Hisense's 9 Series ULED flagship features 1000 backlight partitions, allowing for 4096 fine-tuned dimming levels, delivering superior detail and depth. Hisense believes ULED TVs can rival OLEDs in the high-end market.
In addition to ULED TVs, Hisense showcased its laser TV lineup, including a 100-inch two-color 4K and an 88-inch monochrome model. These laser TVs address the limitations of large-screen TVs, offering better color gamut and color performance than LCDs, positioning them as a key component of Hisense's future display strategy.
Skyworth, on the other hand, emphasized OLED TVs, unveiling its latest W8 model with a foldable split design. This OLED TV boasts a 3.65mm ultra-thin panel and integrates various components into the Smart Bar beneath the screen, paired with JBL audio. Skyworth also demonstrated a 5.2-inch flexible AMOLED display, marking a breakthrough in China's flexible display technology.
Overall, the strategies of TCL, Hisense, and Skyworth reflect their commitment to advancing technologies like QLEDs, ULEDs, and OLEDs. While OLEDs and Quantum Dots dominate the high-end market, Hisense's approach balances innovation with practicality, leveraging ULED technology and exploring new avenues like quantum dots and laser TVs. This strategic diversity suggests Hisense's pragmatic yet ambitious approach to staying competitive in the evolving TV landscape.
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