Jiangsu Qilong Electronic Technology Co., Ltd. , https://www.qilongtouch.com
Surface TV is highly sought after and hopes to create disruptive opportunities for the industry
"Is the curved TV better or worse than the flat one?" This question might become increasingly common in the color TV section of appliance stores. "Curved" refers to curved TVs or monitors, while "flat" refers to traditional flat-screen TVs. At this moment, the answer remains uncertain, but the Home Appliances Alliance is optimistic about the future of curved display products. On one hand, the flat-panel-dominated color TV industry has hit a growth bottleneck. On the other hand, curved displays have maintained an average annual growth rate exceeding 300% since 2014. From this perspective, curved displays could offer the color TV industry a "revolutionary" chance to create new growth opportunities and break through industry limitations.
In recent years, TV demand hasn’t been particularly robust. Market performance reflects this lackluster trend: according to China Yikang's statistics, in the first half of 2017, China's color TV shipments were 22.51 million units, a year-on-year drop of 10.8%; retail sales were 75.4 billion yuan, a slight increase of 0.8%, indicating an overall decline in volume. Even in emerging online channels, the performance wasn't impressive. Data from the first half of 2017 shows that the growth rate of flat-panel TV sales online was only 10.1%, far lower than the growth rates of 88.2% for air conditioners, 36.7% for refrigerators, 43.5% for washing machines, 50.4% for kitchen appliances, and 54% for water purifiers. Comparing these figures with the Yikang data highlights the stark contrast in offline TV sales.
It's under this context that manufacturers have turned to display technology innovation, product design improvements, performance enhancements, and functional upgrades to seek breakthroughs. Xiao Bian believes that the stagnation in the color TV industry, particularly in flat-panel TVs, stems from the rigid product form of "flat panels." A viable solution might be to innovate and optimize display technology, as well as change the flatness of the screen.
The reality shows that one promising way out is to "make screens curved." Since its launch in 2014, curved displays have maintained an average annual growth rate of over 300% and have successfully established themselves in the high-end market. According to Zhong Yikang's forecasts, sales of curved TVs in the Chinese market in 2017 exceeded 4 million units. As of May this year, the sales of large-sized TVs over 48 inches reached 23%.
Even during a sluggish overall market, curved TVs have grown against the trend, demonstrating their potential as new growth drivers.
Curved TVs have clear advantages. Their ability to grow against the trend is due to the inherent strengths of the product itself.
The Spanish architect Antonio Gaudi once said, "Lines belong to humans, and curves belong to God." Nature itself has no straight lines; all personalized beauty comes from the natural shaping of curves. One of the key features of curved displays is their naturally beautiful design.
The curved screen design aligns with consumers' pursuit of design and personalization in their home environments. Interior designer Leng Fuchuan once noted that applying curves avoids the stiffness and directness of straight lines. Proper use of curved surfaces and lines in interior spaces increases spatial flexibility.
Another crucial aspect is the excellent appearance that any display product must possess. According to the Home Appliances Alliance, curved displays have distinct advantages over flat-screen displays: first, they maximize the display area within limited space; second, they are more aligned with human eye structures, conforming to ergonomic principles, ensuring that the distance from the screen to each eye is equal, making viewing more comfortable; third, they provide a strong three-dimensional picture, offering an immersive viewing experience that surpasses basic visual requirements.
Besides these points, the design of curved TVs also integrates seamlessly with advanced display technologies like quantum dots, ULEDs, and OLEDs, as well as the trend toward larger screens.
The trend of消费å‡çº§ (upgrading consumption) has been mentioned. The overall color TV market is showing a downward trend. Additionally, from a product perspective, large-screen and high-end TVs are becoming the main trends, aligning with the current backdrop of a new round of consumer upgrades. It seems that消费å‡çº§ presents a significant opportunity for color TV manufacturers to break through industry ceilings. Curved products naturally fit consumer upgrades. The Home Appliances Alliance believes that what consumers truly desire is to shift from seeking cost-effectiveness to pursuing quality, from focusing on functionality to emphasizing overall product experience, and from practical usability to aesthetic and tasteful enhancement.
There are three key aspects of curved products adapting to消费å‡çº§:
Firstly, curved products align with the trend of high-end color TVs and large screens. For curved products, this is almost inevitable, as large-sized curved products truly showcase the immersive effect. It can be understood that the mainstream curved products from various manufacturers, especially color TVs, are all 55 inches and above.
Secondly, curved products are born with cutting-edge technologies. Compared to flat-panel TVs, they have evolved over a long period of time. High-resolution technologies like 4K, 8K, HDR, quantum dots, ULEDs, OLEDs, and laser display technologies have all been quickly applied to curved products.
Lastly, curved products meet personalized consumption demands, providing users with added value. Under the trend of消费å‡çº§, for household appliances, consumers focus not only on practicality but also on how the curved screen design aligns with their pursuit of design and personalization in their home environments.
Giants are working together to promote the development of "curved vs. flat" debates. Curved TVs have not lost value due to arguments like "human-made curves." Instead, they have demonstrated unprecedented success in the market. Only when technology matures can ambiguities and doubts be dispelled. This process will naturally be driven by the joint efforts of giants. This includes Samsung, TCL, Hisense, Konka, Changhong, Haier, Xiaomi, LeTV, and other TV manufacturers, along with TPV and Wyco.
In 2013, Samsung led the launch of curved TVs in China, opening the curtain on the curved display era. In 2014, both Samsung and LG showcased a 4K TV with a flexible screen design at CES, allowing users to switch between curved and flat states with a button press. In 2015, Samsung expanded its size to a 105-inch, ultra-wide-ratio, and smoother transition between curved and flat states. At CES 2016, Samsung introduced a revolutionary ultra-thin curved TV, breaking the limitation of achieving both thinness and curvature. Ultra-thin curved TVs became a trend pursued by the TV industry.
In 2015, Hisense launched an 85-inch curved laser TV that was well-received. In 2016, Hisense continued to emphasize the promotion and layout of curved products, ranging from 40 inches to 85 inches, with quantum technology assistance, taking curved screens as the key development direction.
TCL promised to deliver the best curved products and the strongest lineup to consumers. In 2016, CES saw the announcement of high-end QUHD quantum products and its flagship X1 model, integrating quantized display materials, quantum image processing engines, and multi-dimensional integrated image quality enhancement technologies, bringing world-class curved TV experiences. TCL stated that the launch of Quantum TVs not only represents the introduction of top-tier technology products in the color TV industry but also marks the birth of TCL's top-tier TV products, a major step in its curved TV layout.
At this year's second surface display forum, Samsung unveiled its 65-inch Glass LGP for the first time, using an integrated module structure to achieve the thinnest ultra-thin design at just 4.9mm. The sleek design integrates perfectly with original furniture decor. The 65-inch curved TV named "S-Curved" is a concave-lens display on the left, right, top, and bottom, and can be perfectly embedded in walls, buildings, or flat products, based on past surface-dedicated pixel designs, combined with a vertical curvature design. This provides the possibility of new forms of television.
Zhang Shaoyong, General Manager of TCL Multimedia Product Center, said, "This year, we introduced three new curved TV series, and curved TVs have become the cornerstone of TCL's differentiated product design." Last year, TCL's curved TV sales reached over 700,000 units in the domestic TV market, meaning that consumers have significantly improved their recognition and acceptance of curved TVs. The beauty of curved TVs and the uniqueness of the viewing experience have been acknowledged by consumers.
According to data from Yikang, the number of brands and models displaying curved TVs in China has rapidly increased in the past year. As of May this year, a total of 33 brands have adopted curved display products and introduced 289 models, nearly doubling from last year.
The integration of new technologies, meeting new consumer needs, and joint promotions by manufacturers all contribute to the vibrant vitality of curved TVs. The Home Appliances Alliance believes that in China, curved TVs may become another outlet for the TV industry following the internet, big screen, and intelligence. "The curve belongs to God," and curved TVs should belong to more "Gods" -- consumers."
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