Hisense leads the LED TV

China's color TV industry has once again reached the crossroads. This time, the main battlefield of the decisive battle is on LED TV.

In August, domestic color TV companies such as TCL, Changhong and Konka issued semi-annual reports. Overall, color TV performance was generally lower than market expectations at the beginning of the year, and net profit decreased significantly year-on-year. Among them, Konka achieved sales revenue of 7.94 billion yuan in the first half of the year, a year-on-year increase of 53.52%, and net profit of 50.88 million yuan, a year-on-year decrease of 36.63%. Changhong's net profit of 40.63 million yuan, after deducting non-recurring income, still lost 4.37 million yuan. The growth rate of color TV business is far lower than the other product categories of the company, only 17.82%. The TCL multimedia business, which is mainly based on color TV business, experienced a huge loss of 293 million yuan, which directly led to the resignation of Yu Guanghui, the CEO who took office shortly.

In contrast, the semi-annual report of Hisense Electric (600060.SH) is beautiful. The semi-annual report released by Hisense Electric on August 27 showed that its operating income in the first half of this year was 9.489 billion yuan, up 27.95% year-on-year; net profit was 247 million yuan, up 47.80% year-on-year; among which TV products realized revenue of 8.597 billion yuan, a year-on-year increase. 30.04%.

The reason for this contrast is that, in addition to the huge impact of the foreign brand “high-priced panel + low-cost machine” strategy on domestic brands, and the optimistic estimation of market conditions at the beginning of the year led to an increase in inventory, is it possible to accurately capture a new round? Opportunities for upgrading color TV technology are also important reasons.

At the 24th China Electronics Information Top 100 Enterprise Conference held on June 3, 2010, Zhou Houjian, Chairman of Hisense Group, said: Due to the pursuit of technology leadership, Hisense’s operating scale has continued to grow rapidly for several years, and profits have also been Always staying ahead in the industry.

In the industry, Hisense is an early enterprise that focuses on LED TV technology research and development. Five years ago, in 2005, Hisense made the development of its "Eleventh Five-Year Plan" as one of the key points in the development of LED LCD TVs.

This is a bold idea. Because in the many research directions at that time, LED TV is only a technical prediction. There is no product in the market. Even the technology developers who have always been sensitive to smell have not heard anyone who is developing the prototype.

But the sensitive technical sense of smell has enabled Hisense to accurately capture the opportunity of a new round of color TV technology upgrades.

Leading Hisense

In the CRT era, China's color TV industry mainly relies on introduction, digestion and absorption, and is in a state of “follow-and-run”. The lack of core technology is fatal. After entering the flat-panel era in the early 21st century, the CRT era took the price war to capture the relative advantage of China's color TV market share and largely changed to win the market with technological innovation.

This trend is especially reflected in the LED TV with good prospects. In this field, among the three companies that are the first to launch products in the world, there are Chinese companies. Among the companies that are the first to introduce 19-inch to 55-inch LED LCD TVs in the world, there are Chinese companies, and manufacturers that can produce LED backlight modules worldwide. There are Chinese companies in the picture, the world's first to extend the LED TV to 3D, network functions and the first to launch the product brand, there are Chinese companies.

What is important is that in this field, China no longer “follows”. The logo is that the local company was selected to take the lead in standard setting work. This company is Hisense.

Not long ago, Hisense LED team members went to the United States to attend the meeting of the International Electrotechnical Commission (IEC). An important agenda of the meeting was to consult representatives of various countries on the draft recommendations on international standards for LED backlight sub-standards, and form on this basis. A new round of drafts. The proposed draft standard is Dr. Liu Weidong of Hisense Group.

In December last year, the IEC determined that Dr. Liu Weidong led the development of the international standard for LED LCD backlight sub-standards, and together with Korean experts led the drafting of the general standard for backlight display. It is the first time in the industry that Chinese companies have taken the lead in setting a series of important standards.

“In the past, Chinese companies have also participated in the development of international standards related to OLED (Organic Light Emitting Diode) and PDP (Plasma), but none of them have become the leading party in the development of a series of important standards.” Liu Weidong believes that “LED The development of backlight international standards is of great benefit to the international marketing of LED TVs, and the development of lead standards by Chinese companies will further enhance the competitiveness of domestic color TV companies in the international LED TV market."

First-class companies make standards. "In terms of LED backlight technology, we have the ability to compete with international color TV giants at the same level." Dr. Liu Weidong told Shanghai State-owned Assets.

The "leading" advantage in LED has also made Hisense gain a lot in this round of competition. Zhongyikang data shows that since the beginning of this year, Hisense's cumulative market share in the LED LCD TV market has exceeded 30%, ranking first in China's LED LCD TV market.

"Technology" engine

In order to obtain this "leading advantage", Hisense has been grinding for ten years.

In 1999, when CRT TV fell into a trough, Hisense began to independently develop LCD TVs and launched its first LCD TV in early 2001. It is a story that prompted Hisense to increase its independent research and development in the LCD field. One year, Zhou Houjian, chairman of Hisense Group, participated in an international exhibition and found that foreign-invested enterprises began to extend to the whole machine while producing LCD screens. As long as the LCD screen is put on the case and screwed on, the whole machine can be turned on. This discovery made Zhou Houjian very shocked. "This means that our color TV companies will only have to share the casing and screw in the future, and talk about the core competitiveness!"

Hisense began to study the solution. After in-depth research, they found that the LCD screen directly on the front end is not realistic (due to huge investment), but if you launch the LCD module, plus some technical advantages in the whole circuit, Calculated according to the controllable cost ratio, you can have the autonomy of the LCD TV cost of about 60%.

Since 2004, Hisense has been preparing for the module industry. After more than three years of painstaking independent research and development, in 2007, Hisense finally mastered the core technology of LCD modules.

After analysis and retrieval of related technologies and patents, Hisense people saw the hope of this industry from the technical literature. This aspect shows that some companies have been researching and developing in this direction, which proves that Hisense’s judgment is correct; on the other hand, it indicates that Hisense’s findings are relatively advanced.

In December 2005, Hisense’s LED backlight project entered the research and development stage.

This project started with the suspicion and questioning. At that time, many of Hisense's LCD panel suppliers said that they could provide a prototype of the LED backlight module before the end of the year, which means that you can get it yourself. However, the opinion and judgment of Dr. Liu Weidong and his team members of the project leader is: LED backlight technology is a revolutionary technology, and is the core of the next generation display technology. We must master it, otherwise it will inevitably suffer from intellectual property rights. Due to problems such as luminous efficiency, cost, and control algorithms, LED backlight technology is still immature, and there are still many opportunities. LED backlights require backlight technology to closely match the whole machine technology. It is a big obstacle for panel manufacturers to independently make LED backlight systems suitable for applications. For competitive reasons, leading LED backlight technology R&D and application companies will limit the related panel companies to transfer backlight technology or systems, which will greatly delay the proliferation of LED backlight technology.

Later facts proved that their judgment was correct. When many companies still carry out the industrial chain layout on ordinary LCD TVs, Hisense has intervened in the research and development of key technologies of LED backlight components in advance, and became the first color TV enterprise in the field in China. After more than half a year, they successfully won the national "Eleventh Five-Year" major project "Semiconductor Lighting Project" large-size LED backlight project, and based on this research and development success.

At present, only in the LED backlight technology, Hisense has applied for more than 100 important domestic and foreign patents, most of which are invention patents, and some key technologies have applied for European and US patents. In terms of chips, Hisense has obtained 9 invention patents, and another 10 invention patents are in the process of application. In addition, Hisense also mastered the key technologies of the display module's row and column drive, timing control circuit, and has a number of patents.

"For more than 40 years, Hisense's corporate technology with 'technology as the core' has laid a very good foundation for our 'leading'." Liu Hongxin, general manager of Hisense Electric, believes that the "technical enterprise" engine supports Hisense. From "follow-up" to "leading".

LED TVs are a type of liquid crystal television (LCD). LED (Light Emitting Diode), a light-emitting diode (LED), is a solid-state semiconductor device that converts electrical energy into visible light, which directly converts electricity into light. It is the fourth revolution in human lighting after fire, incandescent and fluorescent lamps. The LED light source has the characteristics of long service life and excellent energy saving performance. Energy conservation will promote LED applications in mobile phones, notebooks, LCD TV backlights, street lights, indoor lighting, and mobile lighting. If LEDs replace half of incandescent and fluorescent lamps, they can save up to 6 billion liters of crude oil per year, equivalent to the power generation of five 1.35 × 106 kW nuclear power plants, and reduce the production of carbon dioxide and other greenhouse gases, improving people's lives. surroundings.

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