"The air-conditioning industry is famous for its reputation, including those with miscellaneous cards and counterfeit cards. If counted, there may be more than 600 brands." "There are more than 600 don't know, but 200~300 brands are definitely there." "There are dozens of air-conditioning brands that start with Pa (referring to the fake Panasonic brand)." ...... This is the voice that China National Grid reporter recently obtained when interviewing and researching air-conditioning enterprises. It is not important that the brand that survives in the air-conditioning market is as high as it is. It is important that more and more people see that the air-conditioning industry is still a good situation. After experiencing last year's cold growth, at the beginning of the 2018 cold year, the industry has been cautious about this year's air-conditioning market: Many people feel that real estate is cold, and God does not necessarily give face every year. However, looking at the current situation of many high-speed warnings in many provinces, the air-conditioning industry is still in the "final carnival" before the end of the cold year. Bet the trend Judging from the data feedback from all parties, the growth of the air-conditioning industry in 2018 is still good. China National Grid reporter confirmed from upstream compressor enterprises: the conservative figure of air conditioner industry growth this year is 18% (2018 cold year, following last year's output of 160 million units, 190 million units this year) Guo Meide, president of Aowei Yunwang White Power Division The reporter said that the air-conditioning industry should have a growth rate of more than 10% this year. The growth of the brand is also accompanying. Some people have completed the set goals of this year. Some enterprises have crossed the “million units†and “ten million units†respectively. The “identity†of the industry has advanced to a new level. Many enterprises have revived, and they have made a fortune, and they have earned a ticket. Of course, all are growth, so how to understand it. However, China National Grid reporters have a particularly strong feeling in the research process. At present, many brands are participating in the competition with a "gambling" mentality. Last year, the high growth of the industry was a "watershed." According to the data released by China National Grid 2017 China Air Conditioning Industry Summit Forum, the overall domestic retail market of air conditioners in the year of 2017 reached 56.22 million units, an increase of 28.5% year-on-year, and sales increased by 30.5% year-on-year, setting a record high. Last year, the external environment was particularly favorable. The continuous high temperature weather in most parts of the country, the lag effect of the real estate market, the acceleration of urbanization, the increase of the penetration rate of mainstream enterprise e-commerce platforms, and the increased activity of the fourth and lower markets. At the same time of the industry growth, more people have seen the air-conditioning market "profitable." For example, a Guangdong air-conditioning brand called “New Yingyan†appeared in the public's field of vision. According to public information, this company was established in February 2017. At first glance, it is a new brand, but “Xin Yingyan†is actually a “ "Veteran", its predecessor is called "Yingyan", which was withdrawn from the market in 2005, but in the past two years, "Xin Yingyan" began to come back. According to industry sources, the number of new Yingyan was close to 800,000 units last year. There are many companies and mass-condition air-conditioners like "New Ying Yan". The rabbit is also a "common disease" company. From Wenzhou Moon Rabbit to Ninghua Moon Rabbit, all the way up and down, but the air conditioner in the last two years The positive momentum of the industry has brought growth to this company. It is reported that the number of moon rabbits has reached “million units†this year. More than one million air-conditioners are active in the market, ranging from tens of thousands to hundreds of thousands of units. They have different "identities", including black-light brands for air-conditioning, as well as "unknown" agents. "Brands, there are also brands that are free to register under short-term behavior, and there are also piles of counterfeit brands. These brands have commonality. Most of them do not have self-built factories, do not have perfect technology research and development and product development platforms, do not have mature and independent brand promotion and marketing systems, and do not have complete after-sales service capabilities. Entering by way of OEM, with the main purpose of profit. When it comes to OEM, China National Grid reporter learned in the investigation that there are also thousands of air-conditioning enterprises in the industry for the OEM business, according to an informed air-conditioning company executive. Whether it is a miscellaneous brand or a counterfeit brand, the company will also do its foundry, which will lead to dissatisfaction among the channel dealers. It is worth noting that Xiaomi's further entry shows that the air-conditioning industry is still a good meal. Xiaomi recently released the retail price of 1999 yuan, the public price is only 999.5 yuan, the Mijia Internet air conditioner, is the third time in the air-conditioning industry after the launch of i. Youth smart air conditioner in 2015 and the launch of Zhimi air conditioner in 2017. "Although the innovation in quality, technology, appearance and after-sales is "four no personnel", Xiaomi still has to enter the air-conditioning market with the old banner of the Internet. "Many air-conditioning companies currently have a gambling mentality," Guo Meide said. Low innovation in white goods category Intelligent fresh-keeping, warm and humid storage, worry-free food, healthy sterilization, intelligent speed inverter motor, cold water washing, washing and drying, these new functional technology highlights have appeared frequently on ice-washed products since last year, in contrast, the air-conditioning industry The activeness of technological innovation in the past two years is relatively weak. Even the air-conditioning enterprises that have completed the first round of new cold-opening and sounding in the near future have not released the technology that has been shocked. For example, Ferrari is very red and very passionate, but Oaks has a special game of brand marketing; TCL air conditioner "every degree of wisdom to enjoy the home", the theme of the event is very warm, but there is no technical explosion on the product; the opening of other brands, still It is based on the purpose of preemptively completing channel absorption. "In the white electricity category, the main selling point of air conditioners in these two years is to make a fuss about the rapid cooling and hot feeling, the innovative technology and the subversive technology. The ice washing products have been around the door, refrigeration, freezing, temperature, Humidity, washing technology, motor technology, large capacity and many other dimensions of innovation are more active. Guo Meide analyzed with reporters that this is related to the degree of competition in several major categories. The ice washing market has been cruel in recent years, and the industry has even experienced negative growth. In order to achieve stability, enterprises can only seek more sustainable development and stability through continuous innovation and differentiation of product technology. The air-conditioning market is still growing in the past few years, the market is in good shape, and the enterprise is profitable under the premise of product technology. Innovation will be weakened. The person in charge of Zhigao Air Conditioning told reporters that at present, Zhigao mainly promotes the iterative products of “Smart Kingâ€. The person in charge of the US air-conditioner told reporters that the current US air-conditioning focuses on promoting its “cool and wind-free†series of air conditioners, and the 2019 cold year will also launch a new product with “cool feeling and no windâ€. "We are currently different from the traditional air conditioner by the sense of no wind, which is similar to the conventional variable speed air conditioner, which is different from the traditional fixed speed air conditioner," said the person in charge of the US air conditioner. Head camp The air-conditioning industry will quickly call Gree and Midea the industry “duopolyâ€, which account for about 70% of the industry's market share, while the third and below brands are crowned with the largest share of the oligopolistic market. Second, the third camp brand. In the past two years, the second camp has been fiercely competitive, and the seats have changed with different market strategies and channel models. There are many points to watch. Subtle changes are also taking place between the two oligarchs. If the first two years of US air conditioning is in trial T+3 mode, then this year's T+3 mode air conditioning in the United States has been fully launched. There are 40 million sets of rumors in the industry and they are close to 50 million sets of channel stocks. They can be amortized in the US air conditioners. "We don't have any inventory. At present, millions of sets of stocks are in a reasonable range." The person in charge of the US air conditioner said. Different from the impression that Gree has been “step by step†in the market share in the first few years, in recent years, the transformation of American air conditioners in terms of product leadership, channel and industry chain to create efficiency advantages is more obvious. Gree's biggest advantage is the brand strength and the advantage of the offline channel that is deeply stuck. For Gree, the amount of channel inventory carried is self-evident. At present, from some public third-party data, Gree still sits firmly in the market, but its growth rate is inferior to that of the old rivals. This subtle change and the increasingly different style of competition between the two families give There is a speculation in the industry: when the oligarchs change, it may only be a matter of time. According to the data of the first half of 2018 released by Ovi Cloud, the retail share of Gree is 38.3%, and the retail share of the US air conditioner is 25.3%. However, Gree only slightly increased by 0.1% in growth rate. Air conditioners increased slightly to 1.0%, while in the average price of products, the growth of the US was 1.6 percentage points higher than Gree. Oaks, which has more than 10 million units, has been fully e-commerce. One industry person analyzed to reporters that the purpose of Oaks’ e-commerce in recent years is to seize the concept of “the first brand of Internet air conditioner†and achieve the listing target. . "At present, there is a mutual support between the e-commerce platform and Oaks. Oaks has become the first e-commerce company and has no suspense. However, this model of betting is not risk-free for a long time, which is like putting eggs in it. In a basket." Of course, Oaks’s two-year momentum has already sent himself to the top three rankings. There is a bolder speculation in the industry: At present, air-conditioning enterprises have begun to adjust their business models and strategies. The future pattern is not static. Whoever has a large imagination may bring new situations to the industry. (明彦åŽ)
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