A tecnologia de exibição sempre foi o protagonista da exposição CES. Em 2018, a exposição CES foi realizada nos Estados Unidos, e vários aparelhos de TV nesta exposição ainda estavam competindo. Nos últimos anos, a tecnologia tradicional de TV LCD encontrou gargalos de desenvolvimento e várias tecnologias de atualização surgiram uma após a outra. O novo vocabulário na exposição da CES fez com que muitos consumidores se sentissem grandes, e novos dispositivos como pontos quânticos, OLEDs e TVs a laser apareceram um após o outro. No final, a maturidade desses dispositivos Como é o grau? Qual é a tendência de desenvolvimento futuro? Hoje chegamos a uma rápida interpretação.
Nasceu fora do tempo? Tecnologia IPS Nano Color
First, let's look at the IPS Nano Color technology introduced by LG. IPS panels are familiar to everyone. This wide viewing angle panel is now very common and is gradually not the focus of LG's promotion. Why do you say that? Because wide viewing angles can be presented using a variety of technologies, IPS panels, PLS panels and VA panels can all achieve wide viewing angles. It is meaningless to promote from this angle alone.
IPS Nano Color technology is a high color gamut technology that greatly improves the color expression of TV by adding a layer of 1-2nm nanomaterials on the screen, showing more pure red/green/blue primary colors. Compared with quantum dot TVs, NanoColor technology moves the nanoscale material layer from the backlight part to the screen surface, while quantum dot TVs place a quantum dot film between the LCD panel and the LED backlight for color enhancement.
O efeito do IPS Nano Color é digno de reconhecimento, mas não nasceu na hora certa
How should we view this technology? First of all, this is not a revolutionary technology. Like quantum dots, it is an upgrade of the original liquid crystal technology to provide better color performance. This is the technical essence of IPS Nano Color.
From the market point of view, the profit margin that this technology can have is not large, and it has to compete with quantum dot technology and OLED panels at the same time. Such competitive pressure means that the price of the IPS Nano Color panel cannot be too high, and the speed of its cost reduction will not be advantageous due to the problem of sales volume.
On the whole, the author is not saying that the IPS Nano Color technology is not good, but the author thinks that the time of its birth is inappropriate. If it was born around 2010, I think this technology is very valuable.
Consertando o dilema da tecnologia de pontos quânticos
Quantum dot TVs have appeared more frequently at CES in the past two years, and at the same time, they can be said to be frequent visitors at many international exhibitions. From a technical point of view, this is a technology that improves the color gamut of traditional LCD panels, which is similar to the IPS Nano Color technology we just talked about.
A essência técnica da TV de ponto quântico é a atualização da TV LCD
According to the author's observation of quantum dot technology, this technology is meaningful, but the profit margin and convincing power of quantum dot TV are not large. Why do you say this way? LCD TVs are currently at a cabbage price. Quantum dot TVs are only an advantage of increasing the color gamut. Such an increase in bargaining power is too weak. In fact, this is the same as a curved LCD TV. The advantages of the curved surface alone cannot convince consumers to pay for it.
TVs de ponto quântico podem não ter espaço para mineração de lucro no futuro
At present, quantum dot technology is basically mature, and the price is not much higher than that of traditional LCD TVs. From the perspective of replacement, this technology is actually meaningless. Of course, it is good for consumers, and products with better colors can be bought at the same price, but for the display industry, it has not completed its mission of innovation.
Although there are still new quantum dot products released at the CES exhibition, the author believes that this product will not become the protagonist of the future and cannot compete with OLED TVs. Of course, quantum dot TVs will not die out. In the case that the price of OLED TVs has not fallen to the point of being close to the people, quantum dot TVs are still attractive.
Trabalhando duro para atingir o ponto de virada OLED Nirvana
OLED TVs have been in development for about five years. The first two years can be said to be thunderous and rainy. Although major brands are promoting OLED TVs, some brands have withdrawn halfway, some brands are watching from afar, and some brands are also It is to test the water market. There are not many brands that really push OLED TVs. Everyone is constantly wondering: What will the next generation of TV technology be?
A Sony está de volta ao campo da TV OLED
By the end of 2017, the market began to gradually become clear, and the sales of quantum dot TVs began to gradually catch up with OLED TVs. This is an obvious signal, which indicates that the existence value of quantum dot TVs is gradually weakening, and OLED TVs are finally about to usher in high praise. moment.
There are more OLED TV brands on display at CES 2018. From the perspective of the entire industry, the sales of OLED TVs on Singles Day in 2017 have increased significantly, and technical problems such as lifespan have been solved. Panel manufacturers such as JD.com and Huaxing Optoelectronics have also begun to invest heavily in the production of OLED panels. Obviously, this market is about to usher in a period of explosion.
Why do OLED TVs have potential? The author believes that compared to quantum dot TVs, it is more thorough and has more potential to be tapped: high-quality colors, flexible effects, sound optimization, etc. These are all directions. There are many articles that can be done here, so as to make consumption are tempted to buy. The author believes that OLED TVs are about to enter a period of price decline, technology explosion and sales surge.
O rei da tela super grande, o ataque da TV a laser
At CES, Hisense has been pushing laser TVs. But many people still do not understand this product. 2018 will be a year of 4K laser TVs and lower prices. There will also be new breakthroughs in technology. Two-color lasers and brighter picture performance will become the development trend of the laser TV market. At the same time, more people are beginning to understand what is going on with laser TV.
So compared to such a rich TV market, what are the advantages of laser TV? Many people think that large size is the most obvious advantage, I think this advantage is not the core advantage. As the prices of LCD and OLED TVs continue to drop, the price of buying 75- to 80-inch LCD TVs and OLED TVs in the future will definitely be within 10,000 yuan, and laser TVs are also within 10,000 yuan. Is this price advantageous? Compared with traditional flat-panel devices, laser TV also has obvious disadvantages, that is, the effect of anti-ambient light is not good.
O futuro do mercado de TV a laser está na tela inicial ultra-grande
The author believes that the core advantage of laser TV is the market of more than 100 inches, which has the advantages of economy and simplicity. What is the economy? Not only the price of the purchased product, but also the energy consumption, installation and other costs of display devices of more than 100 inches need to be considered. Although the current target customer group is not sensitive to price, if this market is to explode, the future audience group must be Not just the rich.
So what is simplicity? Laser TVs only need to install a screen and a host, but the installation of tablet devices is more complicated, and even a 100-inch tablet device cannot be moved to a high-rise floor. Now there are cases where a 100-inch LCD TV is installed using a hoisting method to enter through the window. , this mode is unacceptable to ordinary users.
The author believes that the advantages of laser TVs under 100 inches in the future are not obvious. At present, low-cost laser TVs may grow for a while, but they will face many challenges from opponents in the future. Obviously, low-cost laser TVs do not have stamina.
O conceito de TV modular não se concretiza
The author noticed that Samsung released the modular TV "The Wall". The borderless design allows the various modules of "The Wall" to be seamlessly combined, thereby eliminating the size limitation of the screen, which is his main expansion direction. Users can expand the size of the TV to more than 100 inches.
"The Wall" uses a smaller self-illuminating pixel LED module, each chip supports RGB three primary colors. This is another demonstration of Samsung's display technology. Small-pitch LEDs are currently developing rapidly. In fact, Sony has been pushing cledis to be a similar technology.
Atualmente, o Mirco LED tem um custo alto e os produtos baseados nessa tecnologia não terão vantagens de custo óbvias no mercado doméstico no futuro
How should we think about this kind of TV? From a technical point of view, it is not difficult to understand that the screen of this product is more delicate. Compared with the traditional large LED screen, it can finally meet the needs of home users. The traditional large screen screen is too rough and must be viewed from a distance.
From a market point of view, the current ultra-fine pitch LED splicing screen is very expensive, and the technology is not mature, so it cannot have a cost advantage in a short period of time. In addition, it has to compete with ultra-large-screen devices such as laser TVs. It can be said that the future will be The possibility of popularization in the home market is too small. I think this kind of equipment is actually more suitable for the commercial market.
Summary: At present, it is the crux of the replacement of display technology. Looking at the CES exhibition in recent years, we will find this phenomenon: There are many technologies that are not truly innovative, such as curved display and quantum dot display. OLED TV and laser TV are due to their own technical development limitations. Although they have innovative significance, they have not been able to develop. Will this situation last long? The author believes that the outbreak period of OLED TV is coming, and laser TV will also have obvious growth in recent years. Those "small revision" technologies will gradually decline, but this technology is not meaningless. The combination of it and LCD panel will improve the The entry-level performance of LCD TVs.
And we should pay attention to a phenomenon: that is, the display effect of the display device is important, but in the future era of AI intelligence, obviously its own intelligent development has become more and more important, even if it is the development of the display effect itself, it is combined with intelligent elements. optimizations have also become common. Such as backlight adjustment, automatic color correction, etc. are the embodiment of this idea. The author thinks that it is unwise to separate intelligence and display. Of course, the display effect is still the most basic carrier, and it is futile to talk about intelligence without the display.
