"The market is hot to see 'May 1', and the technology upgrades to see Hisense." This has become the weather vane for domestic consumers to choose TV.
The “May 1st†holiday is the peak period of TV sales every year, and it is also the test pool for manufacturers to launch new products. Most of the high-end products representing consumer trends are launched during this prime time. How the performance of Hisense TV during the “May 1st†period is an excellent opportunity to observe the market hotspots and the latest technology. As Bai Weimin, deputy director of the Ministry of Industry and Information Technology and secretary general of the China Electronics Video Industry Association, said: Hisense's continuous breakthrough in core technology has made the LED LCD TV product line more advantageous, and the LED TV industry chain is more complete and mature.
This year's "May 1" Hisense launched the first Lanking LED and 3D-LED LCD TV that can be superimposed on TV programs and web content. This high-end tablet new product combines LED backlight technology, network multimedia technology and 3D stereo display technology. It is the first product in China to realize "three screens in one" for TV, computer and mobile phone. In the era of flat-panel TVs, Hisense has been leading the domestic LED market with the image of LED experts, from technology advancement to product leadership to industrial layout.
In 2005, Hisense TV took the lead in the development and production of LED LCD TVs among domestic enterprises.
In 2007, the Hisense LED backlight module project received key support from the National 863 Program. In 2008, Hisense launched China's first 42-inch LED LCD TV.
In 2009, Hisense launched the most complete blue media series LED LCD TVs in China. At the end of the same year, the International Electrotechnical Commission IEC/TC110 (Flat Panel Display Technology Committee) annual meeting decided to draft an international standard for LED LCD backlight sub-standards by Hisense. Co-led with Korean experts to draft a general standard for backlight display. The Chinese company is responsible for the development of international standards, which is unprecedented in the field of television, and also explains the weight and persuasiveness of the phrase "Technology upgrades to see Hisense."
layout
In 2005, Hisense's layout of LED backlight projects was initiated with suspicion and questioning. At that time, the prospect of LED backlight technology applied to LCD TVs was unclear. Due to problems such as luminous efficiency, cost, and control algorithms, LED backlight technology is still immature. More importantly, in the CRT era, color TV is the most proud and proud industry in China's manufacturing industry – with the largest global output, the largest market share, and the most complete industrial chain. Therefore, domestic manufacturers are reluctant to accept the assumption of being replaced by flat-panel TVs, but instead rushing down the road in the direction of the CRT. When I woke up to get involved in the LED field, I suddenly found out that foreign brands have already built up unattainable technical barriers.
Hisense believes that LED backlight technology is not only a revolutionary technology, but also the core of the next generation of liquid crystal technology. Hisense, like a practitioner who is dedicated to R&D and honing technology, adopts a complete new program that completely develops technologies including optical design, thermal design and adaptive regional dynamic control. He has taken LED as an important piece of strategic layout for enterprises. In Zhou Houjian’s words, it’s “technical, research and developmentâ€.
In 2006, Hisense successfully won the 863 “Eleventh Five-Year†major project “Semiconductor Lighting Project†large-size LED backlight project, marking the full development of this project. In July 2007, as one of the key projects of the National 863 Program, Hisense's large-size LED backlight module project was supported by the National 863 Major Project and the Electronic Information Industry Development Fund, and became the only domestic bidder in the Electronic Information Industry of the Ministry of Information Industry in 2007. According to the development of fund tendering color TV enterprises, Hisense took the lead in undertaking the core technology innovation of LED LCD module in the color TV industry, and quietly entered the first camp of international LED backlight technology competition.
The LED layout was finally completed in three years. In 2008, Hisense successfully launched China's first and the world's thinnest 42-inch LED LCD TVs, leading the domestic counterparts for more than a year. Professor Li Dejun, a member of the China Market Association, believes that Hisense’s leading position in the LED market mainly comes from two aspects: one is to maintain the technological leading edge of LED TV simultaneously in the world; the other is to understand the Chinese market better than foreign companies such as Samsung. The control advantage of demand.
In terms of LED backlight technology, Hisense has applied for more than 50 important domestic and foreign patents, most of which are invention patents. Some key technologies have applied for European and US patents, showing the technical strength of superior technology. The technical advantage has naturally turned into a market advantage: Hisense flat-panel TVs are leading the other manufacturers with huge advantages in both sales volume and sales. Since November 2009, they have occupied more than 30% of China's LED LCD TV market, becoming the veritable number of LED TVs. A brand.
Breakout
When the new technology made a breakthrough, the new material became a gulf in the face of the domestic TV industry. Although flat-panel TVs have become the main products of domestic TV companies, the vast majority of TVs produced and sold in China still need to use imported flat panel display devices, while upstream panel companies continue to extend downstream to the industry, and the controllable cost of the whole machine enterprises is coming. The less, the end may not even reach 10%. Taking 2008 as an example, China imported 1.9 billion LCD panels, with an import value of 44.1 billion US dollars, becoming the second largest import product in the industry after IC. Since LCD panels account for more than 70% of the value of LCD TVs, this has led to the fact that China's LCD TV manufacturing industry is basically "processing and assembly." With the increasing proportion of flat-panel TVs in the production, sales and export of color TVs in China, the “hollowing†and external dependence of the whole industry has become increasingly prominent.
Zhou Houjian later recalled: "In this case, we are very worried that if we follow this trend, the color TV industry that has been established in China for 30 years will be marginalized by foreigners." The huge industrial crisis has strengthened. Hisense's determination to enter the upstream flat panel display: develop TV LCD module technology and industry, expand to the upstream of the industry, and win a breakthrough opportunity for the domestic color TV industry.
Zhou Houjian’s words are extremely straightforward: “If China’s color TV manufacturing industry does not break through the upstream core technology, we may not be able to catch up with the world-class enterprises in the future.â€
In September 2007, Hisense built the first LCD module line in China's TV industry with its own strength, breaking the current situation that China's LCD modules are almost entirely dependent on foreign companies. In less than half a year, Hisense’s first LCD module line not only successfully produced, but also achieved a yield of 99%. Last year, Hisense Electric funded a new five integrated LCD module production line to improve the current industry's focus on downstream machine manufacturing, the upstream panel industry is small, and the competitiveness is weak. The mass production of Hisense LCD modules further reduced the cost of LCD TVs. Hisense said: “The module cost is reduced by 10%, which means that the cost of the whole machine will drop by 5%-6%. Hisense will master more than 60% of the cost control of LCD TVs. Consumers can enjoy better products at lower cost."
Winning
At the end of May, Hisense LED team members quietly embarked on a flight to the United States. The trip to the United States was attended by a meeting of the International Electrotechnical Commission (IEC). The meeting will propose amendments to the proposed draft international standard for LED backlight sub-criteria submitted by Dr. Hisense Liu Weidong at the annual meeting last year, and form a new one on this basis. Round draft.
The International Electrotechnical Commission is the most authoritative organization in the field of electrical and electronic, and is responsible for the drafting and formulation of international standards in the electrical and electronic fields. Hao Yabin, deputy secretary-general of China Electronics Video Industry Association, believes that Hisense can undertake the drafting and formulation of the international LED backlight standard specification, which not only reflects its strong strength in LED technology, but also shows that the global consumer electronics industry is listening to Chinese voice. And attention, this will help to enhance the international market position of China's flat-panel TV.
First-class enterprises do standard, second-rate enterprises do technology, and third-rate enterprises make products. Standards are not what anyone wants to do, and they must rely on technical support and intellectual property. It is the dream pursued by every enterprise and even the countries behind it by taking the opportunity to participate in the development of international technical standards. Because the formulation of technical standards means that the market wins the bid and opens up a blue ocean of industry, this is the highest level of market competition.
Zhou Houjian asserted many years ago: When you surpass others, others will marry you; when you exceed someone else, others will envy you; when you exceed someone else, others will depend on you. Therefore, Hisense has to focus on the key technologies of leading industries, establish core competitive advantages, establish comparative advantages with competitors in technology and intellectual property, and then drive China's color TV industry to upgrade from ordinary LCD TVs to LED TVs. The strategic transformation of China's flat panel industry.
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