The most expensive Chinese brand product in history, why does it sell well in Europe, America and the Middle East
At the end of June 2007, the iPhone was officially put on sale at a price of 500 US dollars. Apple competitors and mobile phone manufacturers scoff that this is the most expensive mobile phone and it is difficult to succeed.
Even Microsoft CEO Steve Ballmer publicly stated to the media that this is not attractive to business people because there is no keyboard.
Most of the statements about the iPhone reverse have been ruthlessly proven wrong , but they also illustrate the phenomenon that even the birth of a great product is not without controversy at first, and even seriously questioned.
Insight into the minds of consumers and leading consumer fashion is a mandatory course for great, often dying entrepreneurs.
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In 2018, in Florida, USA, a psychologist bought a 100-inch laser TV for $12,999.
This year is known as the most expensive TV product in history, and it is also very popular in Europe and the Middle East.
The Spanish Football Federation bought 8 units at a time, which sparked a lot of interest. In their elegantly decorated, carpeted living room, Middle Eastern royals in Dubai view the replacement of the 100-inch laser TV as the new fad.
TVs are black, but people jokingly claim that all TVs have a black screen after turning them off, isn't that black?
Members of the Dubai royal family have discovered that this 100 inch laser TV screen can be customized as a work of art after it is turned off. The luxury living room is no longer powerless due to the visual effect created by the black screen of the big TV.
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This is the most expensive TV in history and popular in Europe, America and the Middle East. It comes from China and is the brand product of Qingdao Hisense.
This is also the most expensive consumer electronic product sold by Chinese brands to the global market.
The price of a 100-inch laser TV is equivalent to 20 iPhones .
Any business leader who makes such a decision regarding an expensive product would probably be considered a crazy person.
Expensive branded electronic products are an adventure in themselves. Moreover, Qingdao Hisense is still a Chinese company.
But a miracle happened.
After years of fierce competition in the global LCD TV product market , market growth has been weak, and some markets have begun to shrink. OLED technology is a new generation of display technology that subverts liquid crystals, but large screen OLED TVs have not surprised the market and are no more experienced than liquid crystals.
But it's the laser TV that really spoils the LCD TV . Since laser TV products first came to market in 2014, they have grown against this trend and are the only TV products of all types that have maintained rapid growth.
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As far as a brief history of television is concerned, every fundamental technological advancement invariably leads to a revolution in the product.
First generation CRT TV, second generation LCD TV, third generation laser TV.
Each iteration of core technologies and products will rebuild the industrial chain and market structure.
In the CRT era, only Chinese companies can produce complete machines without mastering the core technology, so successive years of price wars have become the norm. Most of the profits are owned by foreign brands.
The lack of basic technology has pushed domestic TV manufacturers down the path of tough competition.
Beijing Electron Tube Factory cooperated with Japan's Panasonic Corporation from 1978 to 2009, cooperation for 22 years, the CRT era is over, companies went bankrupt, failed to master the core technology of CRT.
The basic technological blockade of the display industry and the monopoly of core components forced domestic manufacturers to engage in brutal price wars, leaving a tragic scene in the history of business in China.
In the era of flat panel LCD screens, Chinese TV brands are beginning to have some right to speak.
The first is the rise of China's flat-panel LCD companies headed by the Bank of England, breaking the monopoly of Japanese and Korean flat screens. 70% of the cost of the TV is a flat screen.
The second is that Hisense has taken the lead in beating the core technology of LCD TV modules among domestic manufacturers, greatly reducing the price of imported LCD module products.
However, Japanese and Korean TV brands still dominate the market for large screen TVs over 65 inches. Big screen TV means high price and high quality. Not many Chinese brands dare to bet on these two aspects.
Until the birth of Hisense Laser TV .
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The breakthrough and leadership in laser TV technology is the first time that a Chinese enterprise and a Chinese brand take the lead in display technology, and lead the technology and industrial products trend for the first time.
It is easy to confuse laser TV with laser projection, both are laser imaging.
But there is a fundamental difference between the two. To give a simple example, people need to pull the blinds and turn off the lights when watching the projection to see the screen clearly, but not when watching laser TV. Small difference means a world of difference in the accumulation of technology.
Laser TV is a digital movie display technology. Compared with CRT and liquid crystal display technology, it separates the screen output from the display panel.
Just as Steve Jobs introduced multi-touch screen technology onto the iPod interface, revolutionizing smartphones that continues today, separating screen output from the display panel by means of laser TVs revolutionized the display industry.
From the product level, LCD TVs and OLED TVs have made TVs thinner and thinner, so that they can be hung on the wall like the picture. But the resulting disadvantage of the product is that the sound is suppressed without space and cannot produce shocking effects - a picture without shocking effects cannot produce love.
From a technical perspective, laser TV encouraged the innovation of laser light source, ultra-short focal lens, photoresist screen technology, and new growth points in the industry chain. This is a completely different industry chain and industry environment than LCD TV. industry.
Display experience effect of large screen laser TV shock, true color, healthy eye protection, energy saving and energy saving, strong sense of presence, anti-light screen can be wrinkled and contracted.
These unique advantages can be easily seen by discerning users in Europe, America and the Middle East - TV is part of the living room fashion, not just a functional decoration.
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Chinese brand electronic products priced over $10,000 are sold in high-end markets in Europe, America and the Middle East, which is what Chinese companies wanted to do in the past but never had the opportunity or dare to do so.
Just like Steve Jobs of smartphones, high and high prices can only come from manufacturers with core technologies, and from leading companies in emerging industries.
If LCD technology began to be manufactured in Japan and OLED display technology began to be manufactured in South Korea, laser TV manufacturing began in China, and for the first time Chinese companies became leaders in the global industry chain of the future-generation display technologies.
The question is, why is Qingdao Hisense a leader in the laser TV industry?
Hisense president Jia Shaoqian, in response to a question from Business History Records, said that Hisense has been thinking about a question since 2007. Whether it's CRT, LCD or OLED, they are all foreign technologies, Chinese companies lack the right to speak. If Chinese companies have to make their own display technology breakthroughs, where should they start?
The original intent to fight for the right to speak in the industry made Hisense quickly focus on laser displays, an area where Japanese and South Korean companies had not yet focused on investment. At that time, there was only a slight realization that laser color processing is better than liquid crystal, and also has eye protection functions, so this should be the demand of consumers in the future.
There is also market prediction that the price of liquid crystal panels will follow Moore's Law for semiconductors, which is a process of continuous price reduction.
For TV products less than 65 inches in size, LCD has obvious advantages, low cost and low price. But for larger screens over 75", 100", 120" and even larger, the advantages of lasers will become even more evident.
However, at this time, the laser TV is not a blue ocean, but a pitch black.
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In 2007, Hisense immersed itself in the research and development of laser televisions that were still in the dark. Unexpectedly, this package was 7 years of loneliness and 7 years of suffering.
There are three unexpected stages that leaders in the new technology industry have to go through:
The first is that no one can predict how long it will take from technical reserves to determine the technical course;
Second, from technical lab models to prototypes, no one can predict whether a product is credible or not;
Third, from mass-produced products to real manufacturing, no one can predict whether the market will generally accept them;
Instead of predicting the future and following others, it is better to create the future and let others follow.
The laser show is, for Hisense, the dogma of technogenesis, and it's also a huge temptation.
When Hisense was established in 1969, it was the second Qingdao Radio Semiconductor factory, which produced wireless semiconductors, with more than ten employees. Only one year later, the first 14-inch TV was developed in Shandong Province, China.
In 1984, after introducing a world-class color TV production line, Hisense won a chance in the Chinese TV market.
The important event that made Hisense reborn was that in 1995, Hisense Technology Research Center (legal person) was established. This is Hisense's technology, talent and salary district that lays a solid foundation for the technology development model, industry and commerce technology incubation industry.
In 2000, Hisense put forward the corporate philosophy of "Technology is the root, talent is the foundation, and innovation is the soul".
Since then, the pursuit of opportunities for technological change has become the DNA of Hisense. Hisense quickly savored the industrial gains that technological breakthroughs had brought.
In June 2005, China's first industrial digital video processing chip with independent intellectual property rights - Xinxin was born in Hisense. This is the first chip with independent intellectual property rights and can be officially manufactured in the audio and video field in China. They are produced annually in China: the history of all 73 million color TVs using foreign chips is coming to an end.
In September 2007, Hisense's LCD TV module production line, the first LCD module production line in China's color TV industry, was put into service, breaking the history of foreign monopoly.
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The success of Xinxin and LCD modules has made Hisense employees feel more honored and confident in taking the path of technological innovation.
At this time, research and development of Hisense's other secret weapon, the laser TV, began in the dark.
Compared with the mature products and technologies of Xinxin Group and liquid crystal film group, laser TV needs to be explored from the beginning from the beginning of the principle and mechanism.
The first is to determine the technical path.
The human eye can distinguish one million colors from the natural world, and the LCD screen can only cover 60% of the color gamut of the human eye. Only with the laser screen, the color gamut coverage rate can reach 90%.
The laser display of this super colorful expressive power is a great temptation and a great opportunity.
The temptation goes without saying. LCD and OLED display technology has invested huge resources in large Japanese and Korean factories, the industrial chain has been fully configured and the success rate is higher. At this time, laser TV is completely empty from technology to industry support for consumer cultivation.
Dachang didn't want to be distracted, and Hisense didn't want to let it go.
A main character, his design and design are the last word. It's Zhou Houjian, who has held the position of Hisense's president since 1992. His corporate philosophy he put forward places technology genes in Hisense's brain and body.
Without a breakthrough in the technological path, laser television resembles those wonderful concepts in history that entered the black death hole.
Since the beginning of the project establishment, Zhou Houjian has met with the R&D team every week to promote the solution of key issues.
This is a long wait, full of misjudgment, turns and potholes. Many people just can't hold on to going.
After 4 years of trial and error, the original laser TV laser light source + ultra-short focal lens + anti-photoluminescent screen was finally determined.
Four years of dark exploration is only tentative evidence that there is an opportunity for a single laser TV, but in the end the producer still has to talk.
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After determining the technical path, from the technical model of the laboratory to the prototype, from the prototype to the mass production, no one knows how much time has been tortured.
The first prototype was rolled out, but it was a behemoth with a high energy consumption and was not well suited for home consumption scenarios.
The major global manufacturers simply abolished the R&D department of laser TVs, which is equivalent to abandoning the laser TV.
As a result, when Hisense wanted to provide experts in optical motor lenses, after investigation, it was found that no more than 10 people can independently design to meet the requirements in the world.
In order to solve a particular product reliability problem, 11 solutions were tested before and after, but all of them failed.
Many people could no longer hold it and left.
At this time, Zhou Houjian's focus became crucial. Someone asked if the product standard could be lowered. Chu Huojian unceremoniously vetoed.
As the chief product officer of Hisense, Zhou Houjian has a keen sense of technical products. At the time, when the concept of rear projection and PDP became popular, he was the first to abandon it, and Hisense avoided stepping into the hole.
Manufacturing depends not only on its own technology, but also on the follow-up of the industrial chain and industrial environment. For example, without multi-touch screen technology and advances in 3G communications, Jobs wouldn't be able to create a beautiful iPhone.
Laser TV also faced a dilemma in the industry chain initially. The supply and price of the main upstream components determine how far and in depth the industry can go.
Laser TV technology is mature, but the maturity of the industrial support system is still very low. Hisense decided to aggressively support supply chain companies.
Suppliers supporting exploration and production lack the funds for research and development, Hisense pays for the support costs, and after hardware is manufactured, they do not need an exclusive supply.
A leading Japanese manufacturer of image-resistant screens, unable to mass production due to long-term market demand for its products, plans to cancel it, and all technicians are transferred to other divisions. Due to the advent of Hisense Laser TV, the Japanese company was also rescued by the way.
With supporting manufacturers upstream, Hisense strives to establish a business relationship that is not a simple buying and selling process. Hisense does not consider a competitive relationship with its laser TV counterparts.
Zhou Houjian and Hisense subverted the previous supply chain business relationship and industry competition.
There is no longer an industrial plot, just an industry starfish. This is a new commercial civilization.
In 2014, after three years of torture, Hisense launched the world's first 100-inch laser TV, ushering in a new era in the laser TV industry.
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Xu Xuyan, an academic at the Chinese Academy of Engineering, said that laser television has reached the limit of human vision.
In 2020, five years after Hisense launched its laser TVs, global brands like Sony, Samsung, LG, HP and others are starting to join. The global laser TV industry camp is getting stronger and stronger, and the entire industry chain was formed at the beginning.
From 2007 to 2020, a 14-year journey, laser TV began to flourish from a mysterious technology to a mature technology, from product to industry, and from enterprise to industry.
Chinese companies have achieved world leadership in key technologies such as light source design, optomechanical units and whole machine design.
In the nearly 100 years since British electronic engineer John Baird invented the first television set in 1925, Chinese companies have been at the forefront of the display industry for the first time. As a leader in laser television, Hisense owns most of the patents, standards and core technologies in the industry.
Hisense Laser TV has also undergone 5 iterations and continues to make breakthroughs and innovations in size, picture quality and shape.It has successively launched the first dual-color laser TV, the first three-color laser TV, the first wrinkle screen laser TV, and the launch of the 8K laser TV respectively.
In 2021, the overseas sales of Hisense laser TVs increased 10 times year on year.
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In 1976, the Apple I developed by Jobs and Wozniak was priced at $666.66, which opened a precursor to Apple's change in the global computer industry.
At an auction at Christie's in 2010, the original Apple sold for $213,000. This is perhaps the loudest way people praise the Raiders.
The $10,000 laser TV has become a toy for the discerning.
However, the ultimate value of laser TV is not whether it becomes a cutting edge game for a few people, but whether it can truly enter thousands of families.
This means that the laser TV industry still has a long way to go, and there are more difficult markets waiting to open up.
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