Hisense Electric is making a big bet on laser TV in order to seize the greater advantage of the large screen market.
In the fight for the big screen, Hisense Electric (600060.SH) obviously used cleverness. The company is further betting on laser TV to gain a greater advantage.
Hisense's latest laser TV product L5 series, the lowest price of 80-inch products has exceeded 20,000 yuan. Liu Xianrong, director of Hisense Laser Display R & D Department, said that he has actively deployed and planned this product since the third quarter of 2016. At the same time, he has adopted the latest technologies for the four core components of chips, lenses, lasers, and screens. The latest technologies will bring Lower cost and better display performance.
At present, the incremental consumption of TVs is slowing down, and the industry is facing transformation and upgrading. Large-screen TVs have become an indisputable place for TV manufacturers to obtain market and profit. Technological innovation has also provided sufficient impetus for the development of large-screen TVs in terms of improving picture quality and perception. According to Zhongyi Kang data, in 2017, the market share of large-screen LCD TVs with a size of more than 50 inches reached 41%, while in 2013, this data was only 17%.
In 2017, the sales volume of Hisense's high-end large-screen products increased significantly. IHS Markit related statistics show that in 2017, the average size of Hisense TV ranked first in the global mainstream brands.
For Hisense, the best performing product on the big screen market is the laser TV. In 2017, the laser TV market grew rapidly at a growth rate of 200%, especially in the market of more than 80 inches, laser TV sales accounted for more than 60%. In view of the early layout of laser TV, Hisense has become the biggest winner in this segment. According to Zhongyi Kang data, Hisense laser TV accounted for 43.1% of the market share of 80-inch and above TV market in 2017.
Zhang Bing, director of consumer electronics research at IHS China, said that first-tier manufacturers generally attach importance to large-screen TVs in niche markets. help.
From a technical point of view, manufacturers only need to make a slight modification of the existing production line to realize the transfer and upgrade of the production line from LED to laser TV. Taking 2017 as an example, Hisense Electric ’s capital expenditure on fixed assets was 280 million yuan, of which the amount used for technological transformation and upgrading was less than 80 million yuan. Necessary costs.
Since no higher capital expenditure is required, in the case where the cost factors such as screen and lens are controllable, it means relatively low cost and good profitability. However, on this issue, Liu Xianrong only said that the gross profit was roughly the same as other products.
In any case, even according to the conservative estimate of the overall product 15% gross profit margin in the first quarter of 2018, the profitability is still amazing. For an 80-inch L5 laser TV, Hisense Electric can obtain a gross profit of about 3,000 yuan. According to Hisense ’s annual sales target of 50,000 units above 80 inches, it can contribute at least 150 million yuan to listed companies.
According to the interface news reporter, Hisense Electric planned a laser TV production capacity of 100,000 units. Considering the higher premium capacity of products over 80 inches, the gross profit should be more abundant, which means better gross profit performance.
However, whether they can achieve full production and full sales and obtain a larger market depends on market development efforts.
The new L5 / L7 series laser TV released by Hisense this time will be launched in the United States, Canada, Mexico, South America, Europe and other countries and regions with high football popularity. It has become a big screen watching artifact for global fans, which also reflects Attach importance to overseas markets.
L5 / L7 series laser TVs are enabled by the VIDAA AI artificial intelligence system. The newly released laser TVs can realize the interactive recognition of users and images, and have multilingual recognition capabilities. According to Hisense, the new product can watch 400 nits twice; the body is smaller and 40% smaller than the previous L6 series. The L7 series can achieve dual-color 4K display, and a better viewing experience helps to gain consumer recognition.
Hisense hopes to take advantage of the World Cup sponsor's dominant position, high-frequency screens and brand displays to gain the expansion of laser TV's dominant position in the large-screen market. To this end, the company that became the sponsor of the Football World Cup for the first time, also hired the international football superstar Owen endorsement.
According to Zhongyi Kang data, the growth rate of laser TV in the first quarter of this year exceeded 180%. According to the latest data, in the first week of May, retail sales of TVs over 85 inches increased by 123.1%.
Wang Wei, deputy general manager of Hisense TV Marketing Co., Ltd., is very optimistic about the sales of laser TV. He said, "Our target for this year is more than 50,000 units. For this model (L5 series, 80 inches), other products need not be said. Therefore, we predict that if this sales scale is reached, it will have a disruptive effect on the 65-inch high-end and all 75-inch high-end in the entire color TV market. "
Zhang Bing's view is more direct. He believes that in the super-large screen market, at least for the next two and a half years, laser TV has no rivals. "The large size cannot be seen for three years, because you decided to invest in a line, the production capacity will be at least 20 months, and it has just been mass-produced, and it will break through again, so it will not be seen in two and a half years. Direct impact on the laser. "
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