The overall switch of the industry chain 3D TV reconstructs the new order of global color TV

Internet TV is becoming the main battlefield for domestic color TV companies to "compete among the heroes". However, foreign investors are catching a cold.” There are signs that foreign brands are using LED technology to comprehensively improve TV picture quality and reduce power consumption, laying the foundation for the future promotion of 3D TV. The overall color TV industry chain will be switched with 3D TV terminals as the entry point, so as to rebuild the new order of the global color TV industry.

    It was announced at the Electronics Show that it will continue to introduce 8 new LED products, the size will be expanded to 19 inches to 65 inches.

    After entering the tablet era, elegant design, high-definition TV pictures, and lower product power consumption have become the development trend of the global color TV industry. Whether it is a traditional LCD TV or a plasma TV, they are doing their best to bring more value to consumers in terms of appearance, image quality and product energy consumption. LED backlight TVs have the characteristics of lightness and thinness, high image quality, energy saving, and environmental protection. The rise of this technology has set off a new round of technological innovation and has become a new trend for consumers to purchase color TVs.

    As a new display method, the development prospect of LED has been unanimously recognized in the industry. Samsung Electronics announced the 2009 sales data of LED backlight LCD TVs. The sales volume reached 2.6 million units, 2 million units higher than the original target. And DisplaySearch, an authoritative investigation organization in the United States, even raised the global LED LCD shipment target to 19 million units in 2010. In the domestic market, LED TVs have also become the fastest-growing TV products in sales. It is expected that sales will reach 4 million units this year, a nearly four-fold increase over last year.

    Relevant experts said that foreign brands have launched LED TVs, it is likely that they hope to implement the LD TV popularization strategy to replace the existing traditional LCD TVs, thereby increasing the profit margin of the entire industry chain. Although there is news that the high price of LD TV will hinder its popularization, with the gradual improvement of the LED TV industry chain, the cost structure of the entire industry chain will change, and the decline in product prices has become an inevitable trend.

    The price of LED backlight modules dropped rapidly in the past year, and the decline was much larger than that of CL (cold cathode fluorescent lamps). DisplaySearch’s latest survey report shows that the price of 40-inch LED backlight modules was still above US$1,000 in the fourth quarter of 2008, but has now fallen to US$436, a drop of more than half. It can be seen that with the change in the cost structure of the industry chain, the economy of the LD TV industry is gradually improving, which will provide favorable conditions for the further popularization of the product. At the same time, the improvement of LED TV including image quality and energy efficiency will also help. The realization of 3D functions in TV sets the foundation for the overall switching of the industry.

    3D TV breaks the traditional terminal display mode

    When LED TVs are in full swing, the global color TV industry has set off a wave of 3D TVs, which is full of the smell of "mountain and rain are coming."

    At CES, the world's largest consumer electronics show, color TV giants such as Panasonic, Sony and LG have launched their own 3D TV products. Panasonic plans to launch five 3D TVs of different sizes mainly based on plasma technology this year. Sony showed nine large-screen TVs of different styles and sizes, all of which can play 3D video.

    A year ago, Sony only showed a relatively low-end 3D TV at the exhibition. During this period, the Hollywood 3D movie "Avatar" became a "3D" whirlwind around the world.

    This whirlwind has blown across the country. Sony’s 2010 LCD TVs, held on January 20th, set new four major business goals for LCD TVs in China in 2010, one of which is to establish the No. 1 position in the 3D field. Takao Yoshikawa, senior director of the first business department of Sony’s home entertainment business division, said that Sony’s 3D TVs will be sold in China in March this year.

    It is understood that Sony will fully sell 3D-enabled household appliances in China starting from summer. Such as BIA LCD TV with 3D function, Blu-ray player, camcorder, laptop and digital camera lights. Yoshikawa Takao revealed that from March, 3D TV will be displayed at Sony China's experience hall GLLY. Through the conversion between 2D and 3D, more consumers will experience the brand new TV experience brought by 3D to promote 3D products. Sales.

    It is reported that Sony will bet heavily on 3D technology this year, hoping to return to its dominance in the family living room. Sony executives predict that 3D industry sales will exceed 1 trillion yen ($11 billion) within three years, equivalent to more than 10% of Sony’s current revenue. Sony hopes to double its share of global color TVs with 3D TVs.

    Industry experts pointed out that 3D TV is actually based on the current TV, by adding a special substance and encoding 3D video images, so as to give people a three-dimensional impression. The introduction of 3D TV has completely overturned the traditional flat terminal display method and has become an effective way to increase the added value of the industry.

    Market research institutions are optimistic about 3D TV. The DisplaySearch report stated that TVs with 3D display capabilities will be a focus of interest from TV manufacturers. It is estimated that the shipment of 3D TVs in 2010 will reach 1.2 million units, and global sales will reach 1.1 billion US dollars by 2013. It will grow to 15.6 million units and is expected to reach a huge amount of US$15.8 billion in 2015.

    The color TV industry staged the overall switching of the 3D industry chain

    Since the color TV entered the flat panel era, the global color TV industry has entered a competition mode based on panel-based competition elements. Whoever masters panel technology or panel resources can control the development of the entire industry. Therefore, for a long period of time before this, the control of panel resources determined the leading power of the development of the color TV industry.

    However, with the rise of 3D TVs, the original color TV industry chain has been rapidly elongated, and competition with panel resources as a key link is giving way to competition in the entire 3D industry chain. Because 3D TV is not only a terminal receiving terminal, but also an all-round industry chain covering 3D content production, transmission, storage and external equipment. The industry believes that the popularity of 3D TV means the overall switch of the current color TV industry chain.

    In fact, Japanese companies have already quickly built an industrial chain covering all links through integration inside and outside the industry, and this industrial structure is extremely exclusive, and once established advantages will benefit for a long time. This advantage will be fully released in the overall switching of the 3D TV industry.

    Take Sony as an example. The company has successfully acquired Columbia and MGM, so that Sony has taken the lead in content production in the entire industry. This year, Sony announced a joint venture with Discovery and IMX to establish the first dedicated 3D TV network in the United States, which has the right to control the transmission of 3D program content. At the same time, Sony will launch 3D content in Blu-ray 3D movies, Blu-ray 3D players and games. In this way, Sony has formed a clear strategic structure of the entire industry chain covering 3D content production, program transmission, content receiving terminals and external devices.

    It is reported that Sony Chief Executive Officer Howard Stringer has recently personally promoted every business unit of the company—from the television program production department, to the film production company, to the video game department—in order to revitalize the company. Promote 3D in the market. "3D technology will give new life to many of our products. It is hard to ignore us in the 3D world."

    Other foreign giants are not far behind on the 3D road. Panasonic announced the establishment of a partnership with DirecTroup, the largest satellite TV service provider in the United States, and will launch three 3D TV channels in June this year. And Panasonic became the promotion partner of "Avatar" precisely to promote the product and strive for content support from Hollywood producers. Samsung plans to equip more than half of LD TVs with 3D functions, and in order to overcome the shortcomings in the content production field, it will develop 3D TV programs with DreamWorks.

    Analysts pointed out that foreign-funded enterprises are implementing a "three-step" strategy in the development of the color TV industry: first, through the implementation of the LD popularization strategy to complete the replacement of traditional flat-panel TVs, this is the first step; and then through LD-based 3D TVs, Subvert the existing terminal display method to "pave the way" for the later implementation of the strategy; finally, by implementing the 3D replacement of the entire industry chain, rebuild the new competitive order of the global color TV industry. For China's color TV industry, how to build a Sony-style entire industrial chain structure while following up with the technological progress of the industry is a serious challenge facing in the future.