Mini LED has a high degree of integration, high contrast, low power consumption, as the backlight can improve the contrast of LCD TV, color reproduction, brightness, etc., and can even make the LCD TV picture quality and OLED TV comparable, and lower cost, long life, become an important LCD TV upgrade One of the technologies.
Mainstream TV manufacturers have taken advantage of Mini LED backlight to upgrade LCD TVs, making 2021 the first year of large-scale commercialization of Mini LED. But different TV manufacturers have different Mini LED TV strategies.
Samsung and TCL Electronics are the main force of Mini LED TVs. They originally pushed QLED TVs in the mid- to high-end TV market, and now after adding Mini LED backlight, QLED TV brightness, contrast, and color gamut values have all been improved to varying degrees, giving QLED TVs a lot of picture quality leverage to compete with OLED TVs. 2021, Samsung and TCL Electronics (including Thunderbird) have launched ten Mini LED TVs to fully lead the Mini LED TV market, including TCL Electronics in the high-end Mini LED TV products have layout, currently in the market in the leading position.
OLED TV camp main force LG, Skyworth, Sony for Mini LED TV attitude varies. LG, Skyworth embrace Mini LED TV is to make up for the lack of OLED TV product layout. At present, the mainstream size of OLED TV is 55 inches, 65 inches, 77 inches, Skyworth and LG are coincidentally launched 75 inches, 86 inches Mini LED TV, to make up for the lack of OLED TV size, to further improve the high-end TV product line. Sony is different, Sony brand positioning in the high-end market, in the original high-end LCD TV and OLED TV market in a leading position, not eager to upgrade the LCD TV to Mini LED TV.
Laser TV camp main force Hisense, Changhong in the high-end TV market to promote the main laser TV, the Mini LED TV to take a heavy involvement in the market strategy. Although Hisense has listed three Mini LED TVs, the promotion focus is almost entirely on laser TVs, giving very limited resources to Mini LED TVs. Changhong released an 8K Mini LED TV, which was mainly used to build a high-end brand image and was not sold in the market.
Other manufacturers Huawei, Konka, Philips, LeTV and Xiaomi are not keen on Mini LED TVs. Most of them just listed a TV, and some of them are even just used to show their muscles, which has a very limited role in promoting the Mini LED TV market.
With the promotion of mainstream TV brands, the Mini LED TV concept is hot, but the market performance is not as expected. Aowei Yunwang reported that Mini LED TV sales reached 10,000 units in 2020, and Mini LED TV sales were only 30,000 units in the first half of 2021. GfK is not optimistic about the Mini LED TV market, and even expects that the retail volume of Mini LED TVs in China will be only 70,000 units in 2021.
Mini LED TV sales are limited for three main reasons: First, the Mini LED TV market looks lively, but the only real promoters are Samsung and TCL Electronics, other brands are still in the heavy participation stage. Second, Mini LED backlight module initial cost is high, significantly increasing the cost of LCD TVs, so that Mini LED TVs stay in the high-end TV market. Third, the LCD panel industry is in the upward cycle, the price price is high, coupled with the drive chip, copper and other price increases, so that LCD TV prices, coupled with the Mini LED backlight module increased costs, and OLED TV competition is slightly less competitive.
But in the medium and long term, Mini LED TV has a huge market prospect and will become the standard for LCD TVs. Along with the reduction in the cost of Mini LED backlight module, technology upgrades, Mini LED TV prices gradually converge to traditional LCD TVs, when the Mini LED TV sales will surpass OLED TVs, becoming the mainstream of the high-end TV market.
Gartner report points out that, compared with the traditional LED backlight, Mini LED has a high contrast, brightness and color gamut, was the first to be adopted by large high-end TVs, the future Mini LED is expected to become the first backlight technology, by 2024, at least 20% of medium and large size display devices will use Mini LED backlight. Omdia expects that by 2025, the Mini LED backlit TV shipments are expected to reach 25 million units, accounting for 10% of the overall TV market.
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