Internet TV sells for "cabbage price", while LED small-pitch TV is still a cool "rich gold"

The television industry, once known as a sunset industry, has become a hot spot again under the banner of the Internet. A group of wealthy and willful Internet companies poured into the TV industry, causing TV prices to plummet. Data show that price competition in the TV industry has become fierce since the second half of 2015. At that time, LeTV hit a "new low" with a 43-inch TV priced at only 1,899 yuan, but it did not last long. Internet TV brand MicroWhale soon offered the same price, and its product is a higher-end 43-inch 4K TV.

In 2016, the war has spread to the large-size TV market, which has higher added value and had high hopes from traditional TV manufacturers. Micro Whale TV’s 55-inch new product with 4K hard screen is priced at 4,198 yuan and comes with a 12-month content package. Fengxing TV’s 65-inch 4K TV has a promotional price of 3,999 yuan. Xiaomi’s 65-inch curved TV is priced at 8,999 yuan, which is also the lowest price for similar products. Currently, most such products on the market are priced at more than 10,000 yuan.

There is no doubt that this is not good news for LED small-pitch TVs, which are considered the leading competitors in traditional TVs. As we all know, LED small-pitch TVs have been praised for their advantages such as good display effects, high definition, and vivid colors. However, judging from the current situation, compared with the "cabbage price" of traditional TVs of less than 10,000 yuan, the excessively high price of small spacing is obviously contrary to consumers' price expectations, which makes it more difficult to enter the TV market.

It is understood that the price of a 60-70-inch imported TV on JD.com is basically less than 20,000 yuan, and a 90-inch TV costs about 100,000 yuan. The only one that exceeds 150,000 yuan is a 110-inch LCD TV from TCL. If you choose an LED small-pitch TV of the same size, the price will be much higher than this. However, this is relative to the small size. In the TV market of 110 inches and above, LED small-pitch TVs still have some room for growth.

Therefore, in the editor's opinion, LCD is the main trend in the TV market. Although small-pitch TVs have advantages in large sizes, the production costs of small sizes are extremely high, and the reliability and comfort cannot meet consumer requirements. Moreover, the issue of standardization of small-pitch TVs has been difficult to unify. For example, Unilumin has launched a small-pitch TV with a full screen, while Leyard's may be made up of four screens. Furthermore, as consumer demands become increasingly diversified, projectors and OLEDs with more price advantages have also had a certain impact on LED small spacing. Therefore, under the current consumption model, it is still a problem for small-pitch LED TVs to enter the traditional TV market.

Although, as the leader of small-pitch LED TVs, Leyard released its new small-pitch LED TV products in Beijing on August 27, 2014, announcing its entry into the civilian market in an attempt to gain popularity. However, after sorting out the function distribution of Leyard's small-pitch TVs in the past two years, it is still mainly for commercial use. On March 18 this year, Leyard's 2015 performance report clearly pointed out that the self-developed LED small-pitch TV has opened up four new market application areas, including applications in monitoring, dispatching, command and other fields; it can replace DLP/LCD wall-mounting, be used in conference rooms, and replace projection; it can be used in large-size display fields, such as media, advertising, studios, theaters, etc.; it can be used in home theaters. It can be seen that all Leyard's LED small-pitch TVs are used in the commercial market.

However, in the editor's opinion, the small-pitch TV market is not very optimistic until costs and prices come down. In addition to the high-end niche customer base of home TVs, it is impossible to cover a large area in clubs or offices, and may only be used for display or demonstration in certain important places. However, as costs, prices, and technology mature and improve, it is only a matter of time before small-pitch TVs enter the TV market, and before that, locating in the high-end market is a wise choice.