In a significant move, Hisense recently took down the Toshiba TV brand with a deal worth 12.9 billion yen, while also launching its next-generation 4K laser television in Beijing. The company's new president, Liu Hongxin, personally stepped on stage to unveil the innovative product. This launch not only showcases Hisense’s ambition to lead the evolution of TV technology but also highlights its strategic focus on laser television as the key to capturing the future of the industry.
Laser TV is seen as a revolutionary step forward, breaking away from traditional screen-based displays and offering a more immersive and flexible viewing experience. As Liu Hongxin explained, the physical screen has long been a limitation for the color TV industry, and true innovation requires disruptive changes that go beyond just improving the screen itself. Laser TV, by combining projection technology with television, represents the closest thing to a flat display so far, while also enabling displays to be more widespread and versatile.
Hisense has invested over a decade into developing laser TV technology, accumulating more than 400 patents and achieving full control over its laser optical engine. This long-term commitment reflects the company's belief in the potential of laser TV to reshape the market. Liu Hongxin emphasized that Hisense will continue to support and promote laser TV, reinforcing its confidence in this technology.
At the Beijing event, Hisense introduced a range of new 4K laser TVs in various sizes, from 80 inches up to 150 inches, including a 120-inch and 150-inch S6 series designed for home theater setups. This wide range of sizes demonstrates Hisense’s maturity in laser TV production and its ability to cater to different consumer needs.
Gao Yuling, general manager of Hisense Laser Display Co., Ltd., hinted that the company may even expand into smaller screens below 80 inches in the future, which could significantly impact traditional flat-panel TVs. With the growing demand for large-screen TVs, laser TV offers a promising solution that can break through current limitations in cost, size, and power consumption.
According to Zhongkang data, Hisense already holds a strong market share in the 80-inch and above segment, with a 43.09% share in the 80-inch and above market and 56.27% in the 85-inch and larger category. These numbers underline the company's early success in promoting laser TV.
Despite its advantages, the laser TV market still faces challenges. One major issue is the lack of clear technical standards, leading to confusion among consumers due to unclear definitions between laser TV and laser projection, along with inconsistent brightness measurements. To address this, Hisense, in collaboration with the China Electronics Standardization Institute, initiated the development of "Laser TV Technical Specifications," helping establish the first national standard for the industry.
Additionally, expanding the industrial alliance is crucial. While Hisense leads the way, it recognizes the need for broader collaboration. The company is open to welcoming more manufacturers and providing comprehensive support, such as setting up a laser TV technology center and creating a shared resource platform for key components like 4K optical engines and laser light sources.
With its strategic determination, product innovation, standard-setting efforts, and open ecosystem, Hisense is paving the way for a new era in television technology. The future of laser TV looks promising, and with continued investment and collaboration, it could soon become the dominant force in the market.
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