The only thing that has not caused controversy is that curved TV, as one of the representatives of high-end TV, has performed well in the market and has always been favored by consumers.
Focusing on the status quo of curved TVs, Samsung recently launched a CHG90, a 49-inch QLED screen, 1800R curvature, and 3840×1080 resolution, which has been shown to be an amazing 32:9 ratio. For the "real fish screen", the price is as high as 18,999 yuan, once again set off waves in the high-end TV market.
In recent years, in the ever-changing TV market, the performance of curved TV can be described as amazing growth. Since its launch in 2014, curved surfaces have maintained an average annual growth rate of more than 300%, and they have now successfully stabilized in the high-end market. In particular, it should be noted that although the color TV industry ushered in the most bleak year in history in 2017, the curved TV industry has risen contrarianly with industry profits falling below 1%, and the growth rate has reached 47%, showing very strong vitality. , Become a highlight of the color TV industry.
In this year's overwhelming television market and declining sales volume, curved TVs have actually risen against the trend, which is contrary to many people's expectations. What people most want to know is, in which direction will the future curved television go? Will it be a flash in the pan or a general trend?
Where is the reason for the growth of the curved TV?
According to the "2017 China TV Market Semi-annual Summary Report" released jointly by China Electronics Industry Association and AVC, the domestic retail volume of color TVs in the first half of 2017 was 21.81 million units, down 7.3% year-on-year. Retail sales reached RMB74.0 billion, a year-on-year increase of 4.3%, and industry profits fell below 1%.
However, curved TVs are bringing a breeze to the boring industry with their contrarian growth. In the first half of this year, domestic curved TVs increased by 47%. “The sales volume of global curved displays was 3.5 million units in 2016. It is estimated that the sales volume will reach 7.5 million units in 2017 and 12 million units in 2018.†Yikang Times Market Research General Manager Jia Dongsheng pointed out.
The great potential of surface TVs has attracted many brands to dedicate themselves. Since Samsung first released the curved surface television in 2014, Hisense, TCL, Haier, Xiaomi and other domestic manufacturers have launched curved surface televisions. Samsung, Changhong, Haier, Hisense, Konka, LeTV, TCL, Philips, and Micro whale are now available in the Chinese market. Popular television companies like Xiaomi joined the surface camp. The increase in the number of curved TV companies has become the vanguard to promote the expansion of surface TVs, and it has begun to “grasp the cities†in the high-end TV field.
According to statistics, from the year of 2016 to the present, surface products have shown an increase in both the number of models and the number of brands. According to data from Zhong Yikang, the number of surface product models in the first half of 2016 was 176, and it increased to 289 in the first half of 2017, which is nearly double the growth rate from last year. The number of online models increased from 124 in the first half of 2016 to 195 in the first half of the year. Brand manufacturers have grown from 21 in the first half of last year to 33 today. Over the past year, curved TVs have suddenly emerged as one of the hot spots for TV companies.
From the market point of view, the reason why the sales volume of curved TVs has increased significantly lies in its own unparalleled advantages. The industry believes that the main performance in the following points:
First, the curved screen is more immersive. The curvature of the curved screen design will make the screen feel more "surrounded" the user, enhance the surrounding visual effects, and thus achieve better immersion; Second, the curved screen has a wider range of effective perspective. The curved screen is similar to the movie screen design, which means that the bigger the TV screen, the more focused and more comfortable the viewing effect; again, the contrast of the curved TV is better. From the actual test results, most curved TVs do have better contrast than flat screens; in the end, curved TVs look more unique. Compared with ordinary flat-screen TVs, curved surface designs look even more ingenious and have a unique sense of beauty. This is undoubtedly a great attraction for users who pursue personalization.
It is worth noting that large-size and curved screens have become a perfect pair. According to Jia Dongsheng, in the 55-inch TV product sales, 21% of the sales of curved products, up to 31% of 65-inch product sales are curved products, more than a quarter of sales are contributed by curved products.
Future trends: Short-lived or "continue to skyrocket"?
Since the appearance of curved surface televisions, although there has been a torrential rainstorm in the market, there are now two very different views on the future development trend.
One view is that curved TV is a transitional product. Earlier this year, an IHS report predicted that with the “outbreak†of curved TVs, the share of shipments will decline year after year after 2018, and will drop to 3.7% by 2020. Zhang Bing, head of China market research at IHS DisplaySearch, believes that curved television will reach its peak in 2017 or the first half of 2018 and will decline year after year. As LG and Sony, which have developed towards OLED technology, have already abandoned curved television.
This view holds that with OLEDs already capable of making wallpapers, the future trend of television is ultra-light and ultra-thin. At the same time, due to the gradual maturity of flexible screen technology, bending, folding, etc. are no longer technical problems, so as a transition The product's curved surface TV will be difficult to sustain.
Another view is that from the perspective of the current market growth of curved screen TVs, in the next three to five years, curved displays will continue to “continue to soar.†With the further recognition of curved display screens by users and the joint effort of the upper and lower parts of the curved display industry, curved screens will inevitably become the mainstream of the industry in the near future.
The editor thinks that under the background that the display technology is constantly changing and the social aesthetic tastes are different, curved television will not be a transitional product, and there will still be a broad space for development. As the surface display CHG90 introduced by Samsung, using QLED technology, to meet people's pursuit of high-end display. Whether it is OLED technology or quantum dot technology, it may be combined with curved display in the future. Turnip cabbage has its own love. In the next three to five years, curved display will still maintain a high growth rate.
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