2018 or fall out of the top five markets of color TV is not good or Sony is too floating?
Recently, WitsView released data on global brand LCD TV shipments in 2018. According to statistics, global LCD TV shipments in 2017 were 210 million units, down 4.1% year-on-year. The downward trend will be reversed in 2018, with an estimated shipment of 218 million. Taiwan, an increase of 3.9%. At the same time, it also predicts the proportion of global color TV brands in 2018. In the following table, we can easily see that there is no major change in the overall global structure, but it seems that Sony, which ranks fifth, is likely to be replaced.
In the WitsView forecast, in addition to Samsung's negative growth, LG, TCL, Hisense, Sony, Sharp will continue to grow in 2018, the domestic duo TCL and Hisense marched forward, gradually opening the gap with the fifth Sony, and Why is it possible for Sony to be kicked out of the top five in the world? Look at the growth rate of Sharp's horror, which is close to 30%. It is expected that the market share with Sony will be only 0.2%, which means that Sharp can sell Sony a little more, and Sony can easily grow. Just 0.05%, almost stagnant.
What makes the organization so pessimistic about Sony? Is the market not good? Obviously not. The predictions given by major data monitoring agencies in recent days are all good in the color TV market in 2018. The upstream panel will also enter a price reduction range. It is a good time to ship, and the largest market in China is in the period of consumption upgrade. The demand for color TV redemption is also increasing, so the reason why Sony is not optimistic is obviously not the market environment.
There is only one reason, Sony is floating.
You know, although the overall color TV is not good in 2017, Sony’s performance is very good. Recently, Sony (China) Chairman and President Gao Qiaoyang predicted that Sony’s operation will be completed by the end of the fiscal year ending March 31, 2018. The profit will reach 630 billion yen, which will break the record of 526 billion yen set 20 years ago. Why is it not so optimistic about the recovery situation? Let's first find the reason from Sony itself.
Why is it floating? At the CES in the United States that just ended at the beginning of the month, Sony launched the new OLED A8F. Unlike the A1 which shines on CES last year, A8F has not achieved much response. For the time being, it is not necessary to compare with others. It is even better than its own A1 and A8F. Can not be regarded as an upgraded version, just a simple change of a base and backplane, all other technical indicators compared to last year's A1 has not much improvement, AcousTIc Surface (screen sound field technology) is already in 2017 on the A1 The technology, this time can be regarded as a minor repair, and almost all of the brands that exhibited OLED TVs this year have AS, Sony is no longer the only one.
Compared with other OLED brands, LGD exhibited a scalable OLED TV, and even easily changed the screen viewing ratio to truly show the flexible characteristics of OLED. Compared with this, the A8F is eclipsed.
Besides, the A1F still uses the X1 Extreme processor, but the new support for HDR10 and Dolby Vision, there is still no substantial progress. The old OLED TV model adds support from Dolby Vision. The key point is that these two technologies can be completed through simple software upgrades, not even hardware upgrades.
In the past, Sony, regardless of its performance, was able to come up with a black technology product that made a lot of noise. It must be said that this year's Sony is really floating, and it is no longer the pursuit of the ultimate technology, according to Sony's consistent Regularly, the A8F can roughly judge its positioning below A1 from the model. It can also be understood that after Sony found that A1 is very popular, it will launch a cheaper A8F to seize more OLED market, and use the products that are sold as the flagship. Model display technology, really not Sony.
If 2017 A1 and Z9D can represent the peak of OLED and LCD TV respectively, then it is definitely impossible in 2018, because 8K appears, 4K picture quality can not be compared with 8K even if it is peaking again. Than, not a dimension. Sharp, LG, etc. have already launched 8K resolution products, LG has also increased the resolution of OLED to 8K, Sharp has launched mass production of 8K products in mid-2017, compared to them, Sony has It is no longer the representative of the peak of image quality.
The same is the LCD TV, quantum dot two years of progress is obvious to all, among the top five brands in the world, three brands are quantum dot camp, and the domestic brand TCL has also achieved the second market in the North American market with quantum dot TV. Status, it can be said that the current technical indicators of quantum dots in color and other aspects have not lost to OLED, nor lost to Sony. It is reported that quantum dot technology is currently evolving from photoluminescence to electroluminescence, that is, power can be illuminated. Moreover, the duration of this process may be in a short period of three years. At that time, self-illumination is not a feature for OLEDs, and advances in printed display technology can also make LCD panels flexible. Compared with the domestic brands, the technology is so fast, compared with the rapid development of technology, Sony is really self-sufficient.
Sony's faltering in the past two years is also reflected in the slow, hot and even contempt for intelligence, especially the adoption of AI, the world's top technology companies such as Apple, Google, etc., domestic BAT, etc., the market value is all Sony On the top, they are fully embracing AI. Domestic brands and Korean brands in the field of color TV are also actively adopting AI technology to link the entire home Internet. Sony once again reflects the stubbornness of Japanese companies in this respect. Let’s take a look at Sony’s intelligence. In which step, it is understood that Sony's new TV products in 2018 run Android TV system, support Google Assistant voice assistant, users can activate by one button on the Sony TV remote control.
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