Will the curved TV decline rapidly and will it return to the growth track?

Originally at the Consumer Electronics Show in January 2013, LG and Samsung both showed curved TVs. It is said that the LCD TV was in an awkward period lacking technical highlights. Inspired by the "flexible" nature of OLED, Samsung created a curved LCD TV in 2014 to break through the ceiling of the industry. In 2015 and 2016, all brands launched curved LCD TVs, which achieved an average annual growth of more than 300%. Some people say that curved display products are expected to create new "disruptive" opportunities for the color TV industry.

Will the curved TV decline rapidly and will it return to the growth track?

It took only three years from the first appearance of curved TVs on the market to be “amazing” and “novel”, to triple growth, to the decline in growth in the first quarter of this year. In fact, in addition to the reasons why consumers are more rational, there are also reasons for manufacturers themselves. First, there is no dazzling new technology. Second, many traditional TV brands have actively withdrawn from the field of curved LCDs and began to promote the concept of full-screen, stealing the surface. Limelight.

Speaking of the process of curved TV from stunning to declining, people can not help but think of the original PDP TV commonly known as "plasma" TV. According to industry insiders, plasma technology has obvious advantages over competitor LCD technology, with high brightness, good color reproduction, rich grayscale, fast response speed, and wide field of vision. The picture has no trailing and is suitable for watching dynamic pictures. The LCD TV has a smear phenomenon, and it also has light leakage and a small viewing angle. It is criticized by plasma TV fans. Plasma TVs also save more electricity than LCDs, because the LCD does not use electricity when displaying black, and the LCD cannot display pure black, and the high-brightness lamp behind it will always consume power. So there was a saying circulating in the industry at that time: "The layman buys LCD, the expert buys plasma."

However, what caused plasma with so many advantages to lose to LCD and completely withdraw from the TV market? According to industry insiders, the main reason is that the Panasonic-based plasma camp is reluctant to share its technology and panel resources with others, resulting in fewer and fewer companies in the plasma camp. Manufacturers who originally supported the plasma gradually switched to the LCD camp to do together Big LCD market.

Panasonic is known as the "Father of Plasma" and occupies the vast majority of the global plasma panel market. However, due to its relatively closed technology, some of the fatal technical shortcomings of plasma technology have not been resolved. In the two years of 2005 and 2006, the plasma TV has been used for several years, and the problem of "burning screen" was exposed, and the image left unrecoverable damage on the screen. Plasma TVs are much more expensive than LCD TVs of the same size. The problem of "burning the screen" exposed the technical defects of plasma. The past two years have been a critical period for plasma and LCD TVs to compete for the right to speak in the market, and have become a watershed for plasma defeat.

Some people say that Panasonic overestimated its ability to solve subsequent technical problems. If Panasonic was able to form an industry alliance equivalent to the LCD camp at that time, the outcome of plasma technology might change. On the contrary, LCD technology adopts an open mind and attracts more companies to participate, so as to increase its market share and reduce costs, resulting in several major price cuts. Laid the foundation for popularity. Secondly, many participating companies have also continuously sought technological innovations and breakthroughs in recent years, which has further promoted the market penetration of LCD TVs and the stability of their market position.

Therefore, whether it is a new technology or a new format, more companies are needed to become mainstream in the market. The so-called "all people gather firewood with high flames". Nowadays, when many brands also start to quit the new format of curved TV, it is difficult to imagine, will curved TV return to the growth track? Will it be as short-lived as plasma, or even shorter than plasma?

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