On August 31, Sharp announced the world’s first consumer-grade 8K TV in China, Shanghai, China, Tokyo, Japan, and Berlin, Germany.
Chen Zhenuo, vice president of Foxconn Technology Group, said that from the 8K source filming, content editing, storage, transmission, and playback of 8K content in the terminal, Sharp will never build a TV, but a complete industrial chain.
Perhaps in order to confirm Foxconn's determination to build an 8K industry chain platform, Sharp also announced that Foxconn Luhu Global Future Display Technology and Innovation Application R&D Center has been officially launched. This project has been listed as a 2017 major project in Shenzhen.
Sharp's high-profile release of 8K TV is somewhat surprising.
Today, almost all mainstream color TV companies in the world are turning their attention to OLEDs or quantum dots. Sharp has made a different choice: In addition to OLEDs and quantum dots, it is looking for the third path of color TV industry.
Most people think that the 8K path is no better than OLED or quantum dots.
At present, there are still difficulties in the transmission of complete 4K content by ordinary household optical fibre broadband, not to mention transmission of 8K content.
In fact, consumers see very little 8K content.
Also, on the surface, 8K TVs merely increase the clarity of 4K TVs, and the amount of data transmission behind them has increased dramatically. With the current Internet transmission of such large data, there are obstacles in all aspects.
Of course, for the average consumer, the price of 8K TV is too high, such as Sharp has just released this 70å‹8K TV, the price is as high as 68,888 yuan.
No wonder some people say that when the world's mainstream color TV companies choose OLEDs or Quantum Dots, Sharp's promotion of 8K is not enough.
Indeed, since the beginning of this year, the global mainstream color TV companies have almost completed their station teams, either OLEDs or Quantum Dots, and only one company has never clearly expressed its product claims. It is Sharp.
When people expect Sharp to make a choice between OLEDs or quantum dots, it unexpectedly chooses 8K.
Sharp, entering the Foxconn era, is expressing its corporate personality in a distinctive way.
Sharp has become more and more terrible this year, and many color TV counterparts have actually felt the pressure from Sharp.
For example, when almost all color TV companies thought that 2017 was a tough one, Sharp sharply increased its sales target from 10 million units at the beginning of the year to 14 million units.
More interestingly, this seemingly impractical goal, Sharp said, may be overfulfilled.
People are eager to know: What is the business logic of New Sharp? Why does it choose 8K when others promote OLEDs or quantum dots? Also, is Sharp today a Japanese brand or a Chinese brand? Of course, Sharp fruit is like friends say, "The color TV companies in the world are all going up and going down only Sharp"?
On September 8, I had a deep talk with the vice president of Foxconn Technology Group and Chen Zhenguo, head of Sharp's China strategy.

1. What is Sharp 8K Ecology?
At the end of August, Sharp introduced consumer-grade 8K TVs to the market, calling 2017 "8K ecological layout first year" and 2018 "8K growing first year".
When it comes to 8K, people naturally think of 8K TV. In fact, 8K TV is just an entertainment ecosystem in the 8K ecosystem. The equivalent of 8K to 8K TV is a very narrow understanding of 8K.
Therefore, Foxconn's 8K strategy is much larger than most people think.
The so-called "8K ecology" means that the 8K industry must develop. It is not enough to simply launch 8K TV. It is necessary to cultivate 8K industrial elements in multiple fields and in many directions to achieve integration in both vertical and horizontal directions.
Taking vertical integration as an example, from the capture, storage, editing, production, conversion, transmission and playback of content, the entire industry chain needs to be laid out and nurtured.
Horizontal integration includes two levels: First, the horizontal extension of the 8K panel, large size for televisions, electronic whiteboards and outdoor displays, small size for PC screens, notebooks, mobile phones, car displays, and so on. The second is the integration of 8K content and applications. 8K can be used in eight areas of life such as medical care, security, entertainment, sports, education, and procurement.
Chen Zhenguo said: "Two vertical integrations and two horizontal integrations are interwoven into an 8K ecological network."
Liu Buying: Does such a huge 8K ecological structure take on the Sharp family?
Chen Zhenguo: It is an open system. It is not just our family. For example, content creation, we may cooperate with love strange, cooperate with Youku, may also cooperate with Mango TV, cooperate with Dragon TV, and may also be associated with certain fashion magazines. Shooting fashion content.
Liu Buying: If I buy an 8K TV now, how many chances do I have to use its 8K content?
Chen Zhenguo: You may say that I don't have 8K sources. In fact, the source is just 8K life entertainment.
Liu Buying: There are people who say that 8K exceeds people's eyesight has no meaning. How do you see this view?
Chen Zhenguo: Of course it makes sense. With 8K, you can see what you can't see. It's like we use a microscope to see a microscopic world that is invisible to the naked eye. We use an astronomical telescope to see the cosmic galaxies that are invisible to the naked eye. Can you say that microscopes and telescopes are meaningless? Meaning too much.
2, OLED, quantum dots, 8K, what is the relationship between these three concepts?
In recent years, global color TV companies have completed technical teams, and LG, Skyworth, Changhong, Sony, Philips, Panasonic, Metz and other brands have selected OLEDs, Samsung, TCL, and Hisense have chosen QS QDs as one of the world's color TV giants. Surprisingly stood on his side - 8K.
So what are the relationships between OLEDs, quantum dots, 8K, and the concepts related to color TV? Sharp, one of the mainstream color TV brands in the world, cannot be questioned.
Liu Buying: Do you think OLED, quantum dots, 8K, what is the relationship between these three concepts?
Chen Zhenguo: All three are upgrading their technology with the aim of improving the quality of their images and improving their performance. Among them, OLED uses a new material, but the product is still not mature enough; quantum dot is the improvement of the existing liquid crystal technology. By adding chemical elements to improve color gamut, it is essentially LCD TV. 8K is the most mature of the three technologies and can achieve 4.3 times the screen performance than the human eye.
Liu Buying: Can quantum dots and OLEDs be made as 8K?
Chen Zhenguo: In order to achieve continuous development, OLEDs and Quantum Dots won't revolve around 8K, and the development of display devices to higher definition is an eternal direction.
Liu Buchen: In the past few years, some people criticized Sharp's lack of layout on OLEDs. Now look back, is it because Sharp put the research direction at 8K?
Chen Zhenguo: Yes, because Sharp is looking at the future of technology and trends.
In 1994, Japan achieved the world's leading position in electronic products such as electronic watches by the Olympics; today, the Japanese government must do the same thing. Through the 2020 Tokyo Olympics, the flag of the 8K standard and 8K applications will be inserted all over the world. Now, NHK broadcasts 8K content every day. It is now an hour or two. By the end of next year, it will be 8 hours a day. By 2020, it wants to play 8K content 24 hours a day.
Liu Bingchen: You have been talking about 8K, but the global mainstream color TV companies either have OLEDs or quantum dots. Does Sharp want to get out of the third road?
Chen Zhenguo: 8K must be the mainstream line in the future. In fact, I never said that Sharp does not do OLED.
3, on the old Sharp, New Sharp, and New Sharp's brand nationality:
People are accustomed to refer to Sharp in the Foxconn era as "New Sharp" to differentiate old Sharp from the Japanese era. I found that when people talked about Sharp, their hearts were more complicated. On the one hand, they had nostalgia for old Sharp's noble brand genes, and on the other hand, they were sorry for the decline of old Sharp.
When someone put forward the idea of ​​"sharp low-end", he actually expressed some people's worries: Is New Sharp's return too rash? Has it hurt the brand image? It cannot be treated simply as a slander to the Sharp brand.
Liu Buying: There is a saying that you do not know if you are concerned. When Sony introduced the OLED, its relevant person in charge clearly stated that it would not fight the price war and did not take the low-end route. The media generally believed that this statement meant something. In fact, some friends already say that global color TV brands are going to the high-end, but Sharp only goes low.
Chen Zhenguo: This is a completely wrong statement. Does the high end of the price represent the brand's high-end, high-tech, high-end products? I don't see it. High prices and high-end are two concepts. Sharp can do it and high-end prices are not expensive.
Liu Buying: Sharp TV prices are relatively close to the people. What factors do you think support Sharp?
Chen Zhenguo: It is our ability to vertically integrate the whole supply chain of Foxconn. It is our management efficiency, and there are many friends who come together to form the ecological integration.
Liu Buying: Do you think that New Sharp and Old Sharp have the same or different?
Chen Zhenguo: Sharp's entire technology is not old or new. The original Sharp was unable to invest because of poor management. On April 2 last year, Guo Dong told Sharp's International Press Conference that the whole Sharp plan for reorganization had a trilogy: In the first song, we will continue to invest in Sharp's original cutting-edge technology research and development; On the basis of the original Sharp, we used the shortest time to bring its cutting-edge technology into commercialization, commercialization, marketization, and popularization. The third is to grab Sharp's brand position in the international market with the shortest time.
Liu Buying: Do you think Sharp today is a Chinese brand or a Japanese brand?
Chen Zhenguo: Of course it is a Chinese brand!
Liu Buying: Have you ever thought about it? After it became a Chinese brand, did consumers still recognize the brand's genes?
Chen Zhenguo: Of course. You may think it's ridiculous that in Japan, when Sharp had been so bad, it was still the first.
4, Sharp color TV sales target:
Almost all color TV companies believe that 2017 is the most difficult year in nearly ten years. Almost all companies have experienced different degrees of decline regardless of sales, revenue, or profit. Sharp is the only exception. In the second quarter, it has raised its sales target for 10 million units to 14 million units in the second quarter.
So, what has supported Sharp so confident?
Liu Buying: Now that it has entered the third quarter, do you think that Sharp's sales target of 14 million units in the year can be completed?
Chen Zhenguo: The annual sales volume may exceed 14 million units.
Liu Buying: China market, how much does Sharp want to achieve this year?
Chen Zhenguo: My goal is first place.
Liu Buying: China's color TV first?
Chen Zhenguo: Yes, this is my goal.
Liu Buchen: I think this is a bit difficult!
Chen Zhenguo: It is difficult, hard to be fun, isn't it?
Liu Buying: What proportion of the total sales volume of Sharp TV in the Chinese market?
Chen Zhenguo: More than half.
Liu Buying: So, should Sharp sell 7-8 million units in the Chinese market? If you can really do this amount, Sharp is expected to rush to the top four.
Chen Zhenguo: What I sell every day is to grab other people’s shares. Last year, Sharp's sales volume was completed in the first quarter of this year, and it was an increase after April 1. Next year 8K plus our 8K ecological layout, I believe the Sharp brand will come back soon.
My observation:
1. Sharp forces behind the 8K ecology
The 8K era is still far away. This has become almost everyone's basic judgment of 8K.
However, Sharp's answer is: 8K will become popular in 2020.
Can 8K come so fast?
One visible fact is that today, 4K TV has become the standard configuration of mainstream TVs; however, when LG first launched 4K TV in May 2012, almost everyone believed that 4K TV was out of reach.
Just two years ago, 4K TVs were generally sold for more than 10,000 yuan. Today, the price of 4K TVs is almost the same as 2K TVs. For example, a 49-inch 2K TV costs 3299 yuan, while a 4K TV with the same size costs 3599 yuan. Yuan, only 300 yuan higher. In fact, TV companies have already announced the suspension of production of 2K TVs, such as Skyworth, last year.
From this point of view, Sharp's confidence is not groundless, and the arrival of new technologies can always exceed our expectations.
Others push OLEDs or QDs, and SHARP pushes forward with 8K and continues along the LCD route. There are actually three levels to consider:
First of all, Sharp and Foxconn's panel industry layout is basically centered on LCDs. This is a basic fact, regardless of the Sharp Japan factory, the Innolux China factory, or even Foxconn's two major investments announced this year - the Guangzhou 8K panel project and the US LCD project.
Second, Sharp's judgment on display technology is: Regardless of what products will be popular in the future, the “clear to the king†will not change, and 8K is the highest level of clarity currently available.
Sharp also has a layer of inconvenient considerations, that is, looking forward to using 8K technology to achieve the return of the Sharp brand image. When communicating with Chen Zhenguo, he had a euphemistic expression.
In fact, Sharp is not alone on the 8K road. As early as before Sharp introduced consumer-grade 8K TVs, many companies have already demonstrated 8K TVs, but these products are all stuck at the level of 8K concept products.
One fact that must be acknowledged is that almost radical marketing strategies have already had a negative impact on Sharp's high-end image, which is true in many media people's opinion. Therefore, Sharp needs a good balance between sales and brand image, and 8K is undoubtedly good for Sharp's brand image improvement.
It can be predicted that with the launch of Sharp 8K TV, more companies will soon launch related products. No one doubts that 8K represents higher definition.
2. Sharp has transformed into a Chinese brand
Today's Sharp is a Chinese brand or a Japanese brand? This may seem like a simple question, but the judgment behind it is very complicated.
Once upon a time, Sharp and Sony were considered two major brands in consumer electronics in Japan. They owned a Sony or Sharp TV and were once a common choice for many high-end individuals.
But today, when high-end individuals once again face similar choices, their mood may change, not only because the Japanese home appliance brand has tended to decline, but also because Sharp's brand identity has changed.
Become a local brand, from the feeling of Chinese people will have a sense of closeness; but at the same time, Sharp also faces the fear of losing the noble lineage.
Can the future Sharp achieve "the Return of the King"? The key depends on how much determination and courage the new Sharp management and even the big boss Gou Tsang have to ensure that Sharp's quality of excellence remains the same and the technology leading image remains unchanged.
Seeking truth from facts, I have some degree of concern. Sharp has shown a very urgent feeling for returning to the market. For example, “buy one get one free†and present his product as a gift. This is not necessarily a smart choice.
However, I still have strong expectations for Sharp's technology and quality. This is due to Sharp's technical genes still being at the same time, but also because of my trust in Foxconn's manufacturing capabilities and industrial chain management capabilities - this is not Apple's Foxconn's What about confidence? Apple has delegated most of its products to Foxconn production, which is enough to explain everything.
Also, I must honestly admit that at the product level, New Sharp has done a very good job. Regardless of product quality, manufacturing process or industrial design, Sharp has gone ahead of most color TV companies, as long as you are willing to add new Sharp products. Compared with its opponents, it is not difficult to reach this conclusion.
Finally, let everyone be a small science:
Many companies are now talking about 4K, 8K also began to talk about, such as Sharp has released consumer-grade 8K TV on August 31. How to create an intuitive impression of 4K definition and 8K definition? I tell you the easiest way: 4K resolution is the vision of the human eye (of course, 2.0 vision, myopia, hyperopia, Hua Yan can not), 8K is four times the human visual acuity. Understand it, the human eye can see clearly, 4K can show it; the human eye can not see, 8K can show it. In other words: 8K can see the world that is invisible to the human eye. This is its value.
Smart TV/box information can focus on smart TV information network sofa butler (http://), China's influential TV box and smart TV website, providing information, communication, TV boxes, smart TVs, smart TV software, etc. Answering questions.We've been around for over 16+ years. We make sure our sound is The Best Sound.
Manufacturing high-quality products for customers according to international standards, such as CE ROHS FCC REACH UL SGS BQB etc.
wholesale earbuds, earbuds in bulk, earbuds custom, true wireless earbuds
TOPNOTCH INTERNATIONAL GROUP LIMITED , https://www.mic11.com