Lotus Technology data show that in 2022, the laser TV business led the growth of the new display business, the global laser TV and laser projection combined shipments increased 24.4% year-on-year to 1.45 million units; in 2022, China's mainland laser TV and projection market shipments were 679,000 units, an increase of 12.6% year-on-year, with a market share of 47%, to become the world's largest consumer market. 2015- 2022, the overall domestic CAGR of laser TV is 68.6%.
These data illustrate one thing - laser display is gradually becoming the new favorite of the times.
First, why the sudden rise of laser display?
All along, liquid crystal display is the most talked about topic, the breakthrough in picture quality, brightness improvement, every progress will cause consumers' attention. However, with the continuous increase in product performance, user needs continue to change, liquid crystal display products gradually unable to meet the needs of users in the new era.
Now the main consumer has changed from 85 to 95 and even 00, this group of young consumers with the "Z generation" called display products have higher requirements: not only to bring immersive viewing experience, but also healthy eye protection.
The technical principle of liquid crystal display is to present a high brightness and high contrast picture through the self-illumination of a tiny lamp bead, which is unavoidable for the stimulation of the human eye, and can only be reduced by automatic light control technology or anti-blue light technology to reduce this stimulation.
Laser display technology is through the principle of diffuse reflection imaging to present the picture, with the high brightness of the laser light source and the screen gain, you can bring users a large size, high quality and eye protection immersive viewing experience.
It is precisely for this reason that laser TV has emerged in recent years, becoming the preferred choice for family movie watching products.
Second, laser display into the whole scene application era
For the application of laser display technology, we are most familiar with the family viewing, laser TV, laser projection sales in recent years have had a significant growth in June this year, the domestic online laser light source intelligent projection products accounted for more than 25% of sales, visible users for laser display products favor.
In fact, laser display technology has a broader range of application scenarios. In addition to the family scene, laser display technology in commercial, vehicle and other scenes have stronger advantages.
Nowadays, laser cinema has become the standard of the theater, data show that in China's 80,000 movie screens, nearly 60% of the use of laser light source; in the conference room, exhibition hall and other wide-space scenes, laser projection can also provide high brightness and high color gamut of the screen, based on its excellent performance in the large space, laser projection has also begun to be gradually applied to the field of creative design, culture and tourism, museums, etc., becoming a new form of information presentation; in the vehicle display, laser display technology has more advantages in commercial and vehicle display scenes. Information display form; in the car display field also has the shadow of laser display, through the laser projection to provide users with clear and crisp HUD information display, better than the traditional car HUD effect.
Laser display application scene has become increasingly rich, from a single home scene gradually expanded to all walks of life. As Ouyang Zhongchan, academician of Chinese Academy of Sciences, said, "laser display is the best carrier for family, industry, business, education, as well as car, AR and other applications".
Li Wei, president of Hisense Vision Technology Company, said at the 2023 Global Laser Display Technology and Industry Development Conference that "laser display appears in more and more scenes, and the light content of user's life is getting higher and higher, and laser display will usher in the best era". Hisense has a strong technical heritage and innovation ability in the field of laser display, and has already constructed a "Transformers" four-piece development matrix: Hisense laser TV is committed to becoming the best solution for the living room big screen; Vidda intelligent projection will lead the industry to high-value competition with three-color laser technology; commercial projection and vehicle display will also carry out long-term layout, and commercial projection and vehicle display will also carry out long-term layout. Display will also be a long-term layout, breaking the two-dimensional plane limitations, and actively explore the three holographic presentation.
From a comprehensive point of view, laser display has stepped into a new period of development of the whole scene, in the coming period of time, we will see laser display technology gradually appear in all corners of life, and Hisense laser will undoubtedly become a leading enterprise in the era of the outbreak of the laser display scene.
Third, Chinese enterprises have become the main force in the field of global laser display
Data show that China's laser display original technology patent applications ranked first in the world, the number of more than 7,000; in the public effective and review the number of patents statistics in the list of the top 100 enterprises, Chinese enterprises accounted for nearly 70%. In addition, there are a number of international standards for laser display led by China.
And these mean - in the global scope, Chinese enterprises in the field of laser display has become the main force.
Hisense, for example, as a representative enterprise in the field of laser display, as of the first half of 2023, the number of patents applied for its laser display reached 2,230, far ahead. Not only that, Hisense is also actively exploring new product forms and development modes. In this 2023 Global Laser Display Technology and Industry Development Conference, Hisense brought a number of highly representative products such as foldable laser TV, curly screen laser TV, top embedded laser TV, and automatic screen laser TV, further demonstrating Hisense's exploration results in the field of laser display and providing more ideas for the development of the industry.
In the roundtable forum of the global laser display technology and industry conference, Liu Xianrong, general manager of Hisense laser display, also said: during the ten years of laser display development, there are a lot of technical resources that we could not imagine or dared not think of when we first started to do the product, and the development is rapid. Under this leadership, from the progress of the product, the expansion of the scene to the maturity of the whole industry chain, the road of laser display is getting wider and wider. Laser display industry in the future there is more imagination and development scenarios, we need to think more about how to further realize the integration of laser display products, miniaturization, and actively explore the application of laser display in AR, VR and other fields.
Fourth, laser display "Silicon Valley" in China
In the field of global laser display, China has walked in the forefront. Behind this is not only the reason of leading technology, but also policy and market support.
First of all, with the implementation of the national "double carbon" strategy, laser display this kind of energy-saving and environmentally friendly display form is also more and more popular, low energy consumption, long life, and the same size of the large screen TV compared to the energy consumption of the laser display is minimal; Secondly, Chinese users for laser display awareness is more and more clear, and more and more users began to choose laser TV products. tend to choose laser TV products. Relevant data show that in the first half of 2023, the number of laser TV and laser projection related notes on the Xiaohongshu platform increased by 102% and 111% year-on-year, respectively, and the GMV of the laser display category on the Jitterbug platform increased by more than 200% year-on-year.
Based on the triple advantage of policy, market and technology, more and more enterprises began to join the laser display camp, emerging a large number of upstream and downstream industry chain chain master enterprises such as Hisense, United Optoelectronics, Core Dinamic, Fest, etc., to promote the technological progress of the laser display industry, optimize industry chain resource allocation and market prosperity.
At the same time, Qingdao, Shandong Province will also support the big leader, cultivate large clusters, the development of large industries, give full play to the advantages of Hisense and other chain master enterprises, in-depth docking of the global industrial chain, innovation chain, talent chain, capital chain, and continue to extend the chain, make up for the chain, the chain of strong, to create the most complete industrial chain, the most concentrated industry elements of China's largest industrial base for laser display.
China has become the "Silicon Valley" of global laser display. Translated with www.DeepL.com/Translator (free version)
