LCD monitor competition personalized
It was a very painful two years for many display brands from 2008 to 2009. Fluctuations in the supply of upstream panels and changes in consumer demand have led to a reshuffle in the LCD market. In the first quarter of this year, AOC, Samsung and LG have occupied more than 80% of the market, and the LCD market has entered the era of oligarchs.
However, the oligarchs did not lose the vitality of the LCD market. On the contrary, due to the reduction in the number of brands and the more rational market competition, the primary competition means of price wars began to decrease. "The current market is no longer to see who can lower the price of a dollar, but to see who can make users willing to pay more than one dollar." Zhou Weijun, general manager of AOC display sales, commented on the current market conditions.
Therefore, the liquid crystal display ushered in a new round of competition from appearance to function. Different concepts such as LED, 3D, touch, green, health, and durability have taken turns, and users have more choices.
LED share is expected to be more than half
Although LED backlight technology has been applied to liquid crystal displays for a long time, due to its own price and mold replacement cycle, the mainstream products on the market are still traditional CCFL backlight products. However, in this year's major manufacturers released by the major manufacturers, LED has occupied an absolute advantage. Yan Lidong, deputy general manager of AOC display sales, said that although the traditional CCFL backlight products will be produced and sold, the new products will use LED backlights in whole or in most. “In the first two years, the market share of LED technology products was about 5%, but by the end of this year, this number is expected to reach 50%.†Li Guanghao, general manager of LG Electronics China Display B2C, said.
Compared with traditional products, the most obvious advantages of LED-backlit LCDs are energy saving and ultra-thin. In general, products using LED backlights will be about 10mm thinner than products using CCFL backlights. Under the driving of the LED, the thickness of the liquid crystal display has been reduced from 40mm to 50mm to 30mm or even 20mm. The reduction in thickness also makes the display look more refined. In addition, the power consumption and heat generation of the LED are much smaller than the CCFL, which also brings more room for design. In addition, LED backlights also have great advantages in terms of contrast and color. The comprehensive promotion of LEDs is a matter of celebration for users.
Eye protection becomes the consensus of manufacturers
When the LCD monitor was just beginning to replace the CRT, "protecting vision" became one of its selling points. However, in practical applications, liquid crystal displays still cause damage to vision. This is because many users use the LCD monitor to adjust the brightness too high. Working in front of a high-brightness screen for a long time can cause damage to the user's vision. Especially in dark environments, this damage will be more serious.
In 2009, LG added an automatic brightening function that intelligently adjusts the brightness of the screen according to the ambient brightness. This year, similar technologies have been widely adopted. AOC's i-care eye protection and Samsung's sensitive light technology are all such technologies.
Energy-saving measures are endless
Since the country introduced the energy-saving standard for liquid crystal displays, the energy consumption of liquid crystal displays has received more and more attention. At present, the products with the third-level energy consumption are almost disappeared in the market, and the products with the first-level energy consumption are more and more.
Fortunately, from the current energy-saving design of manufacturers, many products are not only satisfied with the standard, but hope to reduce energy consumption. For example, many times, the LCD monitor is idle during startup, causing waste of energy. Although not required in national standards, many manufacturers have added a timed automatic shutdown function to the display to reduce the energy waste caused by idle idle. Some manufacturers have also added infrared sensing devices to the LCD monitor, which can be turned off immediately when the user leaves, and automatically turned on when the user returns to the screen, which is more effective in avoiding waste.
Touch and 3D gradual approach
As the needs of users change, LCD monitors are also given more tasks. For example, "Avatar" set off a 3D craze, and the iPhone brought a touch of the trend, and these new demands are reflected in LCD products.
However, support for touch and support for 3D is not yet the most urgent need for LCD displays. After all, adding touch or 3D features requires a higher cost. However, major manufacturers have been actively deploying the product line in these directions.
"Now, 3D is the investment period rather than the harvest period." Yan Lidong said that AOC has already begun to lay out the 3D market. However, it is not the time to promote 3D.
Compared with 3D, touch-based computers seem to be more acceptable to users with the help of tablets and integrated PCs, but they are also in the investment stage for manufacturers.
AOC: The mid-to-high end market is the focus of the future
This year, AOC released a new brand slogan: "The more you see, the more exciting." Zhou Weijun, general manager of AOC display sales, said that this year is the year of AOC's restructuring. In the future, AOC will exert more efforts on medium and high-end products.
“Today, this industry is relatively mature. At the product level, manufacturers must bring new feelings to consumers. Therefore, this year we have increased our efforts in the promotion of high-end products.†Zhou Weijun revealed that in the middle and high-end products In terms of sales, AOC has put forward clear indicators for the channel, including the sales ratio of mid- to high-end models, the sales ratio of large-screen products, and the sales ratio of IPS panel products. From the situation in the first quarter, this measure has already played its role.
Zhou Weijun also mentioned that in the past, the display was just a simple accessory. Now, in the trend of triple play, the future display will become a center of the family, integrating more functions, such as wireless, TV reception, etc. Be smarter and more independent.
Samsung: comprehensive coverage of the industry user base
At the Samsung China Forum in 2010, this year, Samsung demonstrated new products with high market attention such as LED display PX2370 and touch display. Samsung Display Equipment Minister Li Liansheng said that in 2010, Samsung will continue to meet the needs of different users through different product lines, and comprehensive coverage of the industrial user base.
In the industry, Samsung is one of the early manufacturers of LED backlight products. This year, Samsung has applied LEDs to its various product lines and introduced new products such as PX2370 and B2350.
In addition, Samsung has developed a number of new technologies for user needs. For example, Samsung Smart View Technology uses software adjustment mode to allow users to view the ideal picture at any viewing angle. At the same time, the user will automatically shut down the display as soon as the user leaves the display for more than 80 cm, thus reducing low energy consumption. In addition, Samsung Ling sensitive light technology can automatically adjust the screen brightness according to the ambient brightness, to ensure the user to bring excellent visual effects while protecting the user's vision.
LG: Towards a more humane direction
LG launched the Smart series technology in 2009, focusing on the features of the display. This year, LG will be upgrading this technology. Jin Zhongshan, general manager of LG Electronics China, said that this year LG will focus on humanized design, and will add more functions to the Smart series technology in the future.
Chen Lin, Marketing Director of IT Marketing Headquarters of LG Electronics China, told reporters that there was a term in the lighting industry, UGR, which was used to measure the impact of ambient brightness and lighting brightness on vision. Since the launch of the Wisdom series display last year, LG has set the UGR value to 10 through the Smart series technology to best protect the user's vision.
In addition, LG's new products released this year have fully adopted LED backlight technology. Zhang Xiaoyong, an engineer at LG Display Development, said that in addition to lower power consumption than traditional products, LED backlights also have mercury-free properties and have great advantages in environmental protection. Jin Zhongshan also said that LG will focus on promoting LED products in the future.
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