Since the 1980s, China's color TV industry has enjoyed a dividend of technological progress every decade. Display technology iteration, 4K tablet popularization, intelligent into standard, the development of China's color TV industry has been ups and downs in the past decade. In the past ten years, Hisense has drawn up the growth track of the perfect butterfly change of China's color TV brands by continuously improving its brand, technology and market capabilities. Let's take a look at the relevant content.
Look at the market firstAccording to Zhongyikang data, as of the end of 2017, Hisense’s TV retail and retail sales share were 16.79% and 17.96%, respectively, both ranked first in the Chinese market. First of all, Hisense sat for 14 years.
Hisense TV for 10 years: the evolution of the king of China's color TV industry
It is worth noting that Hisense’s first is not a strategy of relying on low prices for the market. According to Zhongyikang data, the average price of Hisense's products in 2017 was 4282 yuan, far higher than the average price of the industry. The retail sales led the second place by 3.76 percentage points, which opened the distance from the brand behind it.
In the high-end big-screen market with greater value, Hisense is riding a dust. According to IHS data, the average size of Hisense TV in the first three quarters of 2017 was 47.1 inches, ranking first in the world's mainstream brands; the world's 4K TV market and curved TV market shipments ranked third in the world. In 2017, in the high-end big-screen TV market above 55å‹, Hisense has deservedly occupied the top spot. In the super-large screen market above 85å‹, Hisense Laser TV became the undisputed king with a share of 58.71% of retail sales.
At present, Hisense has grown from localized operation to regional production, across global operations and among the world's mainstream brands. Hisense TV has built 7 overseas R&D centers and 3 overseas production bases overseas, covering Europe, America, Markets in Africa, the Middle East and Southeast Asia have achieved localized operations and provided strong support for the first time to launch high quality products.
Look at the brandManufacturing capacity is not equal to brand capability, which is a major pain point for Chinese manufacturing. With the deepening of globalization, it is an inevitable trend for Chinese brands to go out, and Hisense is no exception.
Unlike many brands, Hisense's globalization is not subject to OEM path dependence, but focuses on developing its own brands. Data show that since 2007, Hisense's overseas brand sales revenue has increased by 22 times, and its own brands accounted for more than half.
Hisense TV for 10 years: the evolution of the king of China's color TV industry
With brand ability, there is a premium ability. Building a self-owned brand on a global scale, Hisense’s key initiative is sports marketing. From the title of the Australian Open Stadium, to the sponsorship of the F1 Red Bull Racing team, to the sponsorship of the 2016 European Cup and the 2018 FIFA World Cup, Hisense has achieved a tremendous jump in global brand influence with the global language of sports.
From the perspective of third parties, the jump in Hisense’s brand power is dominant. On February 6th, in 2018, the “BrandZ China Top 10 Brands†report and the list were released. Hisense ranked 9th and ranked first in the echelon. Compared with last year's 10% increase, Hisense was also rated as "the fastest growing home appliance brand."
And a month ago, the Chinese Foreign Languages ​​Bureau released the "China National Image Global Survey (2016-2017)". For the third consecutive year, Hisense has become the top ten Chinese brands most familiar to overseas people. According to this survey, Hisense ranks 7th among all Chinese brands, up two places from previous years.
In fact, there are still many figures to prove that Hisense’s brand awareness and reputation have been greatly improved. For example, in 2017 alone, CCTV reported that Hisense’s number of times was as high as 21 times, and Hisense’s laser TV related content reached 11 times; Hisense TV consumers Satisfaction once again ranked first, and this first Hisense has been maintained for 10 years!
Last look at technologyIn the past ten years, Hisense’s technical roadmap is actually very clear. That is the left-handed ULED and the right-hand laser, which constitute the highest technical competition barrier in the color TV industry.
When the liquid crystal quality capability appeared on the ceiling, Hisense independently developed ULED technology that can realize backlight partitioning, as well as the core chip and Hi-View Pro image quality engine chip, breaking the monopoly of the core technology of foreign brands, and also the LCD TV. The quality of the picture has been raised to a new level, which has established Hisense's dominant position in the global high-end color TV market. Today, the latest Hisense U9 TV has 1000 backlight zones, and the picture quality level is unmatched in the field of flat-panel TVs. The 2018 CES has successfully won the “Global Annual Display Technology Gold Awardâ€!
Hisense TV for 10 years: the evolution of the king of China's color TV industry
However, the LCD screen does not limit Hisense's imagination. Hisense began laying out the next generation of TV technology, laser TV, ten years ago. Nowadays, laser TV has become an important label of Hisense and has become a creative self-revolution in the history of world television.
Technically, Hisense completed a technological breakthrough from 2K to 4K to two-color 4K, which can be completely independent research and development and independent production; after a large number of Internet brands entered the laser camp, Hisense also took the lead in formulating technical specifications for the laser TV industry and leading the industry. Orderly.
In terms of products, Hisense Laser TV is not only fully 4K, but also achieves an all-round layout of 80-150 inches. As the World Cup approaches, Hisense has continued to expand and cover 4K ultra-large size 300-inch and 70-inch small and medium-sized products.
In the new era of artificial intelligence, Hisense upgraded the previous VIDAA intelligent system to the VIDAA AI artificial intelligence TV system, redefining the artificial intelligence TV with absolute strength, not only introducing the two scenes of real-time image search and full scene voice interaction. Design, and through the open ecology to achieve hundreds of mainstream life scene service coverage, more than 30 million active Hisense Internet TV users have the opportunity to experience the new experience brought by AI intelligence.
In summary, from the independent research and development of ultra-picture quality ULED TV to leading the era of no-screen laser TV, from promoting intelligent popularization to redefining artificial intelligence TV, from opening large-screen operation to becoming the world's largest Internet TV cloud platform, for 14 consecutive years China's market is the first in the world's top three, from big-name sports marketing to global R&D, manufacturing and mergers and acquisitions. The successful development of Hisense TV in the past ten years represents the evolution of China's color TV industry. A great sample.
A new rule from the Drug Enforcement Administration (DEA) threatens to upend the American hemp industry, and could even result in criminal prosecutions for manufacturers of CBD and delta-8 THC products.
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