Sharp focuses on gaming TVs, and the “Father of LCD” bursts with new vitality

[Gearbest]Once upon a time, television was the absolute top priority in the minds of consumers. Almost every generation had the experience of sitting in front of the TV and watching TV happily as a family. But for such a product that carries the memories of several generations, its status in the minds of consumers is no longer what it was back then. TVs have gradually become a decoration in the living room, especially in the past three years. From 2019 to 2022, my country's color TV retail sales gradually dropped from 48.94 million units to 36.34 million units in 2022, which is the lowest point in history in the past 12 years.

Data source: Aowei Cloud Network

With the liberalization of the external environment, the industry remains optimistic about the development of the color TV industry. However, judging from the first half of this year, the market is still shrinking. According to data from Aowei Cloud, China's color TV market sales in the first half of 2023 were 14.67 million units, a year-on-year decrease of 12.2%, and sales were 48.7 billion yuan, a year-on-year decrease of 8.5%.

While the market is shrinking, prices are rising in the industry chain. According to data from Qunzhi Consulting, global LCD TV panel prices will maintain an upward trend from June to July 2023, with prices for 32-75-inch panels increasing by US$2-8.

In such an environment, color TV products will inevitably see a wave of price increases, which has once again cast a haze over the already bumpy development of the color TV industry. In such an environment, brands need to re-examine the external environment they are in, especially for color TV products. Today, when consumption links are becoming more and more complex, if they continue to innovate step by step on the original development path, it may be very difficult. It is difficult to change this situation.

　　Therefore, against the background of changes in the existing market, real estate downturn, cyclical panel fluctuations, and both supply and demand, the TV industry needs a new round of value reconstruction.

Game TV, a new driving force in the color TV industry

　　From a market perspective, over the years, amid the basically fixed pattern, overall sluggish performance, and endless price wars, the development of the color TV market has not had many bright spots. Under such emotional exaggeration in the market, how should color TV brands explore?

　　At present, most brands are targeting market segments and attaching special optimizations to their products for certain usage scenarios.For example, as the e-sports industry is booming, game TVs have become the focus of many brands, and they have indeed lived up to the attention of the brands and developed rapidly by riding on the e-sports trend.

　　According to data from Aowei Cloud Network, the retail sales of game TVs in the first quarter of 2023 were 1.518 million units, a year-on-year increase of 89.9%. And it predicts that the gaming TV market will reach 8.5 million units in 2023, accounting for 24%.

It is not difficult to see that at a time when the development of the industry is hindered, game TV has opened up a new growth channel for the industry. Moreover, through the growth of game TV, we can see the decline of the color TV industry.It’s not that modern families don’t need the TV category anymore, but they want products that are more in line with their consumption concepts.

　　At the same time, this also means that extensive development based solely on price and scale has no future. If the color TV industry wants to get rid of years of development difficulties, it needs to keep up with the needs of market users and continue to create high-experience technology products. This is the future of the TV industry. development direction.

Resonating with e-sports users, Sharp leads gaming TV

The rapid development of gaming TVs is inseparable from its smooth and smooth game viewing experience and highly immersive large-screen viewing experience. These characteristics meet the needs of e-sports users for large-screen products.Therefore, as gaming TVs become increasingly popular, how to more deeply meet the needs of e-sports users has become a must-answer question for brands.

The house secret noticed that in this new blue ocean market,Sharp, known as the “Father of LCD”, took the lead in taking action.

Recently, Sharp launched its new S7 series of gaming TVs, which are available in three sizes: 65-inch, 75-inch and 86-inch. The biggest highlight of this product is its optimization for game scenarios. The Sharp S7 series has a full-channel 4K 120Hz refresh rate. The high resolution and high refresh rate bring about the most intuitive changes for e-sports users: clearer pictures and smoother motion processes. Together with MEMC all-round motion compensation, it allows for In some highly dynamic scenes, there will be no obvious lag or fragmentation.

Under the premise of high refresh rate, it also supports 120Hz ALLM automatic low latency/VRR adaptive refresh rate, which can automatically adjust the screen refresh rate to the ideal state according to the input frame rate of different scenes, making it always online whether for watching movies or gaming.

In terms of game content, Sharp S7 also supports START cloud games and supports 50+ Tencent games, which can be played without downloading and installation.

In addition to meeting the rigid needs of e-sports users through high refresh rates, products need better audio and video performance in order to be called a true gaming TV. In this regard, the Sharp S7 series applies cadmium-free wide color gamut technology, and Thanks to the Xinhua PureAI image quality engine, the dark field details of the picture are not lost, and the bright field picture is not distorted; in terms of sound quality, the Sharp S7 series has DolbyVISIONATMOS blessing, and with the existence of DTSVirtual:X, it can be more realistic Presenting the original sound of the content, bringing a true sense of immersion.

　　“Resonating on the same frequency” with e-sports users allows Sharp TVs to take the lead in the new incremental market in the color TV industry. By deeply understanding the needs of e-sports users, catering to their needs and taking advantage of the trend, Sharp TVs will be transformed from hardware to The software and content are fully optimized, allowing it to have new scenes and experiences, making e-sports users more willing to have close contact with the big screen, which will naturally win the market.

Write at the end:

For color TV products, the continuous upgrading of picture quality is an aspect of industry evolution, but for a long time users have been “numb” to the publicity of picture quality upgrades.Through the explosion of gaming TVs, we can also see that for consumers, innovations in scenes are more likely to arouse their desire to buy than picture quality upgrades.

Therefore, scene innovation is what color TV brands should focus on now. Only by meeting users' needs in different scenarios, targeting users' lives, and innovating around their new lifestyles can we gradually open up new growth space for the color TV industry.

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