Hisense Electric is betting on laser TVs to gain a bigger advantage in the big screen market.
In the battle for the big screen, Hisense Electric (600060.SH) clearly took advantage of the cleverness. The company is betting further on laser TV to take a bigger advantage.
The latest price of the laser TV product L5 series released by Hisense Electric has exceeded 20,000 yuan. Liu Xianrong, the director of Hisense Laser Display R&D, said that from the third quarter of 2016, the product will be actively deployed and planned. At the same time, the latest technologies will be adopted for the four core components of chips, lenses, lasers and screens. The latest technology will bring Lower cost and better display performance.
At present, TV incremental consumption tends to slow down, the industry is facing transformation and upgrading, and large-screen TV has become a battleground for TV manufacturers to gain market and profit. Technological innovation has also provided sufficient power for the development of large-screen TVs in terms of improving picture quality and improving perception. Zhongyikang data shows that in 2017, the market share of large-screen LCD TVs of 50å‹ or more reached 41%, while in 2013, this figure was only 17%.
In 2017, the sales volume of Hisense's high-end large-screen products increased significantly. According to statistics from IHS Markit, in 2017, the average size of Hisense TV ranked first among the world's mainstream brands.
For Hisense, the best performing product on the big screen market is laser TV. In 2017, the laser TV market grew rapidly with a growth rate of 200%, especially in the market above 80å‹, and the sales of laser TVs accounted for more than 60%. Given the early layout of laser TV, Hisense became the biggest winner in this segment. According to Zhongyikang data, in 2017, Hisense Laser TV accounted for 43.1% of the sales in the TV market of 80å‹ and above.
Zhang Bing, director of consumer electronics research at IHS China, said that first-line manufacturers generally value large-screen TVs in niche markets because of their large premium space, profit performance, or the creation of brand value or market positioning. help.
Technically, manufacturers only need a slight modification of the existing production line to realize the transfer and upgrade of the production line from LED to laser TV. Take 2017 as an example. In the past, Hisense’s capital expenditure on fixed assets was 280 million yuan, of which less than 80 million yuan was spent on technological upgrading, and the amount of technology upgrade also included upgrades from ULED TV production line. Necessary cost.
Since higher capital expenditures are not required, the cost factors such as screens and lenses are controllable, which means relatively low cost and good profitability. However, in this regard, Liu Xianrong only said that Maori is roughly the same as other products.
In any case, even with a conservative estimate of the 15% gross margin of the overall product in the first quarter of 2018, profitability is still alarming. An 80-inch L5 laser TV, Hisense Electric can obtain a gross profit of about 3,000 yuan. According to the annual sales target of Hisense Electric's 80,000 or more 50,000 units, the performance that can contribute to the listed company can reach at least 150 million yuan.
According to the interface news reporter, the capacity of laser TV planned by Hisense Electric is 100,000 units. Considering that the premium of products above 80å‹ is higher, the gross profit should be more abundant, which means better gross profit performance.
However, whether it can achieve full production and sales, and obtain a larger market depends on market development.
The new L5/L7 series of laser TVs released by Hisense will be launched in the United States, Canada, Mexico, South America, Europe and other countries with high football popularity. It will become a big-screen viewing artifact for fans around the world. Pay attention to overseas markets.
L5/L7 series laser TV with the help of VIDAA AI artificial intelligence system, the newly released laser TV can realize user and image interaction recognition, and has multi-language recognition ability. According to Hisense, the new product viewing can reach 400 nits twice; the body is smaller, 40% less than the previous L6 series. The L7 series is also capable of two-color 4K display, and a better viewing experience helps consumers gain recognition.
Hisense Electric hopes to gain the advantage of laser TV in the big screen market with the advantage of the World Cup sponsors, high-frequency screen and brand display. To this end, the company that became the sponsor of the football World Cup for the first time also hired the international football superstar Owen endorsement.
According to Zhongyikang data, the growth rate of laser TV in the first quarter of this year exceeded 180%. According to the latest data, in the first week of May, the retail sales of TVs above 85å‹ increased by 123.1%.
Wang Wei, deputy general manager of Hisense TV Marketing Co., Ltd., is very optimistic about the sales of laser TV. He said, “This year our target guarantee is more than 50,000 units. For this model (L5 series, 80å‹), other products need not be said. So, we predict that if this sales scale is reached, it will have a subversive impact on the 65-inch high-end of the entire color TV market and all the 75-inch mid-to-high end."
Zhang Bing's point of view is more direct. He believes that in the large screen market, at least for the next two and a half years, laser TV has no rivals. "Oversized size can't be seen in three years, because you decided to invest in a line, the production capacity is at least 20 months, and it is just mass production, but also to break through, so OLED will not be seen within two and a half years. Direct impact on the laser."
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