China’s first laser TV industry standard, the specification for laser projection display of TV receiving equipment (hereinafter referred to as the specification), has been officially implemented since April 1.
On the same day, Hisense’s latest laser TV l5g was on sale on jd.com, tmall.com and offline platforms. New products have significantly lowered the market price, which is expected to set off a storm of laser TV popularity.
The foundation of the storm is that China’s laser display technology has become a global leader. Next, relevant listed companies will continue to play a global leading role in laser TV.
China’s leading technology in the field of laser display
Issued by the Ministry of industry and information technology, the specification was jointly drafted by 25 units including China Institute of electronic technology standardization, Hisense, Guangfeng, Changhong and Xiaomi.
The specification puts forward that laser TV display equipment refers to the display equipment that adopts laser projection display technology and is equipped with special projection screen to display radio and television programs or Internet TV programs. The standard also specifies that the brightness unit of laser TV is nit, not lumen.
For the laser TV market entering the outbreak period, the standard will effectively standardize the market order, guide the healthy development of the industry and better protect the rights and interests of consumers “Specification for laser projection display of TV receiving equipment” stipulates that the screen is equipped and “Brightness” is expressed in NIT, which is directly related to the picture effect of laser TV and has become two significant differences between “laser TV” and “projection”
In the TV industry, laser TV is a phenomenal product. In the past five years, China’s color TV sales have been declining. In 2021, it fell below the 40 million mark, a 12-year low, with a year-on-year decrease of 13.8%. However, laser TV continues to grow at a high speed. According to the data of ovicloud, an authoritative research institution in the home appliance industry, the market scale of laser TV continued to expand from 2015 to 2021, with a compound growth rate of 140%.
Laser TV is an upgraded product of high-end large screen, with a price of more than 10000 yuan. In the case of the overall downturn of the color TV market, the sudden rise of laser TV has also brought the phenomenon of rubbing hot spots. Many Internet brands confuse projection products with laser TV. They sell projectors with low cost and relatively poor image quality, but they are packaged as high-end laser TV, which makes consumers confused.
“Now there are some manufacturers in the market who use the projection standard to make laser TV under the banner of laser TV, which will eventually damage the rights and interests of consumers. With the formal implementation of the first industry standard of laser TV, those products with mixed eyes and poor user experience will also be phased out from the market competition. Only this industry can prosper and develop.” Zhong Qiang, Secretary General of the laser television industry branch of China electronic video industry association, said.
It is understood that laser display is an important technical direction for the development of China’s color TV industry. It is also a TV category that takes the lead in realizing technological innovation and leading in the world. It is listed in the key special project of “new display and strategic electronic materials” in the national key R & D plan of the 14th five year plan of the Ministry of science and technology. Since 2014, with the active promotion of industry leading enterprises such as Hisense, Changhong and Guangfeng, China has achieved global leadership in key technologies such as light source design, optical mechanical module and complete machine design; In terms of patents, China has ranked first in the world in the number of patents applied for and authorized in the field of laser display.
leading enterprises are setting off a “laser TV popularization storm”
On the same day, the laser TV l5g released by the laser TV leader Hisense Visual Technology Co.Ltd(600060) was sold on jd.com, tmall.com and offline platforms. Hisense l5g is setting off a “laser TV popularity storm” with the price of 75 inch 7999 yuan and 80 inch 10999 yuan, which has become the focus of the large screen market recently.
L5g has achieved the standard of “explosion” in terms of price, cost and product experience.
Previously, the price of laser TV in the market was generally more than 20000 yuan, and many users in first tier cities were difficult to start because of price reasons. Therefore, the price of new products is expected to set off a storm of popularization of laser TV.
There are many new technology routes competing in the color TV large screen market, including laser TV, LCD TV + quantum dot film, miniled TV and even intelligent micro projection. Ovicloud data show that laser TV focuses on the market of more than 75 inches. In 2021, laser TV accounted for 3.6% of China’s color TV market above 75 inches; Laser TV accounts for 10.7% of the market above 80 inches. Quantum dots and miniled products are mainly focused on the field of super large size, but they are still in the early stage of development. OLED TV products are mainly 55 inches and 65 inches in size, and 80 + products will be laid out in the future.
This means that Hisense 75l5g and 80l5g precision cards are in the “sunrise” market of an industry. Hisense has been devoted to the innovation of laser display technology. In September 2014, Hisense launched the world’s first self-developed 100 inch ultra short focus laser TV, taking the lead in achieving a breakthrough from 0 to 1. In May 2018, Hisense launched laser TV L5 series, which lowered the price to less than 20000 yuan for the first time.
With the increasingly popular market, the laser TV industry has become more and more mature. At present, the number of global enterprises in the upstream and downstream industrial chain has exceeded 100, and Samsung, Sony, LG, Epson, HP, BenQ and other global players are constantly joining. Data show that 34 of China’s 40 major LCD TV brands have entered the field of laser TV in 2021.
Xiao Xiao believes that with the accelerated expansion of laser technology in engineering, film projection, home investment and other fields, the market scale of laser display in China can exceed one million units within two years, becoming the absolute main force in the medium and high-end demand market of the projection industry.
Sinolink Securities Co.Ltd(600109) believes that the growth level of the TV industry was limited before, mainly because the LCD TV products were constrained by the panel supply, and the panel cost accounted for nearly 70%, which made it difficult to reduce the cost. Now, laser TV breaks the industry’s dependence on LCD panels, and the core technology will be in the hands of local manufacturers, which will help to quickly improve the market penetration. It is expected that the sales volume of laser TV is expected to increase by more than 50% in 2022
these listed companies will benefit
“Based on the cross calculation of the penetration rate of middle-class families and the total ownership of color TV sets, the long-term space of laser TV may be about 6 million units.” Changjiang Securities Company Limited(000783) home appliance industry chief analyst Guan quansen previously said that laser TV is an emerging category with fast growth and great potential, and its penetration rate has increased rapidly. The laser may repeat the made in China story of “Moore’s law + scale effect”. Laser TV has full room for cost reduction, and manufacturers with leading layout will give priority to benefit.
One of them is the leading company in the industry Hisense Visual Technology Co.Ltd(600060) . According to omdia data, Hisense’s market share in the global laser TV market performance in 2021 is as high as 49%. From the data, it can be understood that for every two units sold, one of them is Hisense’s.
Hisense Visual Technology Co.Ltd(600060) 2 on February 28, the investor replied that the laser industry is an important strategic industry of the company. The company will actively play a global leading role in laser TV.
Appotronics Corporation Limited(688007) , Chengdu Xgimi Technology Co.Ltd(688696) , which are listed companies with earlier layout in the field of laser television, also participated in the drafting of the specification.
In Appotronics Corporation Limited(688007) 2007, Kechuang board company creatively invented ALPD laser display technology, created a new laser display architecture, driven the overall development of industry ecology through core devices and technical advantages, and gradually expanded laser display from high-end application fields such as laser film projection to various display application fields such as engineering, business education and household, so as to jointly expand and strengthen the ecology of laser display industry.
Appotronics Corporation Limited(688007) 2020 Annual Report
Appotronics Corporation Limited(688007) has released the performance express of 2021. The company said that the performance growth was mainly due to the company’s implementation of active market competition strategy, the introduction of a variety of new products, and the increase of C-end market investment and private brand construction.
In 2021, Appotronics Corporation Limited(688007) cinema’s projection service realized an operating revenue of 360 million yuan, with a year-on-year increase of about 100%. The company’s online installation of laser film light sources across the country increased by nearly 5000 sets; The revenue of laser engineering projectors doubled year-on-year. In addition, laser projection accelerates the force in the household field. Fengmi technology, a holding subsidiary, released a number of new laser micro investment products during the “double 11” period in 2021, fully opening a new era of laser projection.
During the reporting period, the company’s household core device business achieved positive results. Among them, the company has provided laser micro projector for dangbei, Anke and other partners, and the consumer market has received enthusiastic response. The company has provided laser TV optical machines for Jimi, HP and other partners, and the company’s ALPD core technology has been rapidly popularized in the household field.
Other companies in the industrial chain will also benefit Robotechnik Intelligent Technology Co.Ltd(300757) 3 March 31 said that the company is acquiring ficontec. The laser produced by ficontec’s customers can be used as the light source of laser TV or film laser player.
Union Optech Co.Ltd(300691) said that the company’s photoelectric products have been widely used in security video surveillance, consumer electronics, new display, intelligent driving and other fields. Among them, the products in the new display field include laser projection TV, AR / VR and other optical products.
