Whoever wins Chinese companies in 3D technology has the final say

The battle between the two camps in the 3D technology has begun again. The polarization camp represented by LG and the active shutter camp led by Samsung have never felt the importance of the alliance like this. In early 2010, Samsung took the usual "market first" strategy to seize the 3D market opportunities. Since then, LG has passed technical upgrades and has completely wooed China's color TV manufacturers to hold battling operations, and a newcomer wants to stay at the top.

However, in the end, the 3D market will remain the status quo next year, or the active shutter technology will fail and the polarized light technology will win. The decision is still in the hands of China's color TV manufacturers.

The pressure from polarized light camps

Accustomed to using the rapid adoption of products to beat the other side of the Samsung unprepared, this plan may be defeated. Samsung nowadays feels an unusually cold winter this year, and what kind of marketing strategy it will adopt next year will be the subject of a recent headache for Samsung's color TV executives.

The pressure comes from brothers and sisters LG. Not too long ago, LG held a conference in Beijing on the theme of "opening a blind new 3D vision." What attracts Samsung's attention is not that LG Display’s president, Ying Yingshou, shouted “We believe that shutter-type 3D will exit the market, not flash 3D will account for 70% to 80%”, but in this meeting, Skyworth The six major TV companies in China, including Konka, Hisense, Haier, Changhong and TCL, all attended the show. Together with LG Electronics, Visio, Toshiba and other international television companies and sponsors, LG Display, they completed the 3D launching ceremony. .

At the same time, Skyworth, Konka, Hisense, and others demonstrated their respective achievements and plans in the "not flashing 3D" technology and the whole machine.

"LG did take the initiative this time, and it did cause Samsung to feel the pressure." Samsung's responsible person responsible for color TV marketing has personally confirmed to the "China Electronics News" reporter.

The reporter learned that there are currently two major technical camps in the 3D color TV home market: polarized light and active shutter. From the display effect, active shutter technology slightly dominates, polarized 3D technology pays more attention to convenience and practicality. If you have a high pursuit of image quality, active shutter is the ideal choice. In terms of marketing, the camps led by Samsung, Sony, and Sharp have chosen the active type, while LG and AUO have been the proponents of polarized light.

In 2010, the market penetration rate of China's 3D TVs was only 1.5%, and consumer demand for 3D image quality was higher. Therefore, Samsung, Sony, Sharp and other advocated active shutter styles prevailed.

In 2011, many research institutions and companies predicted that the sales of 3D TVs will account for about 30% of the total sales. The market size is expected to exceed 5 million units, and the cost of 3D TVs will play a key role. This is why LG, AUO and other polarized light camps have chosen to make high-profile efforts at the end of this year.

Competition enters the field of 3D panels

Research company DisplaySearch statistics show that the second quarter of 2010, the world's largest manufacturer of LCD panel shipments is Samsung, the amount of shipments up to 4.2 billion US dollars. Ranked second is LG, which shipped 3.7 billion US dollars.

However, in the third quarter, in the global market, the shipment area of ​​LG LCD panels has surpassed that of Samsung, ranking first, and the gap between the amount of shipments and Samsung has been minimal. However, shipments and shipments of Taiwanese panel companies in China have declined slightly.

"The panel vendors secretly compete with each other, not only in terms of higher-generation line competition, but also in terms of multi-technology convergence." Xie Qinyi, general manager of DisplaySearch Greater China, told the "China Electronics News" reporter, "Samsung is brewing 3D, for example. The integration of OLED technology, LG is doing in-depth research in 3D hard screen technology."

In 2008, Quan Yingshou said in an exclusive interview with China Electronics News that LGD would become the world’s number one display company. In the past two years, they are also seeking opportunities to surpass Samsung.

In November 2010, the results of the "5-selection 2" LCD panel line of China's high generation were formally announced, and the projects of Samsung and LG were both approved. "The Chinese market has a very large potential and the market is changing very rapidly. The approved 8.5-generation panel production line does not rule out the use of non-flashing 3D technology," said Kwon Ying Shou.

At the same time, AUO, one of the main members of the polarized light camp, will establish "AUO Kunshan Co., Ltd." and hopes to mass production as soon as possible. “But there are still many procedures to be carried out in mainland China, including the issue of setting up projects with the competent authorities and cooperation with external suppliers. The goal of the plan is to put into production in 2012.” According to the relevant person in charge of AUO.

After the dispute settled on the high-generation panel production line, the technological dispute surfaced.

Samsung-related sources revealed to reporters that Samsung is also devoting its efforts to investing in the latest 3D technology in Suzhou’s 7.5th generation line, targeting LG and AUO’s moves. The reporter learned that next year Samsung may introduce OLED technology based on active light 3D technology. In the eyes of upstream manufacturers such as 3M, active 3D and OLED technologies will be compatible with each other and will present a perfect 3D effect. This is beyond the scope of polarized light technology.

Chinese enterprises left and right

Active light and polarized light have advantages and disadvantages. Whoever owns the Chinese market will have the initiative.

Because the Chinese market is not only the world's largest flat-panel TV market, but also Chinese companies are more likely to "pull" than any other company in the world, lest the backwardness is the prevailing mentality of Chinese companies. From LED TVs to Internet TVs to 3D TVs, every time the technology is upgraded, domestic color TV companies always keep up.

Take this year's 3D TV as an example. In March this year, companies such as TCL and Skyworth launched 3D TVs. Then in September, Hisense introduced Blue Engine 3D LED that integrates network multimedia technology, 3D display technology and LED TV. Konka has launched 4 new series and more than 20 smart 3D TV products in one fell swoop. TCL is carrying the "3D Asian Games Raiders" to launch the new P6100 series of smart Internet 3D TVs. Its products mainly cover the mainstream sizes of 55-inch and 46-inch models.

For the layout of 2011, China's color TV companies suffering from low profits and restructuring have locked their strategic direction in the 3D TV field.

Yang Dongwen, vice president of Skyworth Group, told the "China Electronics News" reporter that next year's 3D TV sales will exceed 8 million units. Skyworth's 3D TVs use polarized-type hard-screen technology and shipments will reach 30%.

Kang Gang, vice president of Konka Group stressed that Konka 3D TV's size will achieve from 26 inches to 72 inches, high school and low-end full coverage, and strive to 3D TV next year, Konka Tablet's overall sales accounted for more than 50%.

In addition, with TCL, Changhong, and Hisense next year's plans, next year alone on the domestic brand, the launch of 3D TV will break through 5 million units, compared to 3 million TV sales in the world in 2010 was only 3 million units, 500 The scale of 10,000 units is huge and irresistible for Samsung, which has dominant cost advantages, and LG, which does not flash 3D technology, and active technology that dominates the picture quality.

"Now, enterprises are only offering products of different technologies along the way. Apart from Skyworth's support for polarized light and TCL's more active use, what other companies choose is not very clear. Active-light-based and polarized-light-type users who get domestic brands next year Support, who is the protagonist of 2011." Peng Yi, director of research and marketing at Zhongkang Market, told reporters.