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According to data from the independent market research firm Yikang, China’s color TV market saw shipments of 22.51 million units in the first half of 2017, marking a year-on-year decline of 10.8%. Retail sales reached 75.4 billion yuan, representing a slight rise of 0.8%, while overall depreciation continued to grow. The lackluster performance of both online and offline companies in the first half of the year reflects the broader struggles facing TV manufacturers. Recently, several leading Chinese TV makers have reported their H1 results, revealing a much bleaker picture than anticipated. The primary culprit? A dramatic spike in raw material costs. Panels alone account for over 40% of the cost of all TV components. According to the China Electronics Video Industry Association, panel prices surged more than 30% year-on-year in the first half of this year. Yet, despite this, the price of color TVs increased by only 12.4%, significantly lower than the rise in panel prices. Consequently, the net profit margin for the color TV industry plummeted below 1%. Intense market competition has triggered a new wave of consolidation within the domestic TV sector.
Nevertheless, the ongoing evolution of consumer preferences presents fresh opportunities for the television industry. Users’ priorities in purchasing TV sets have transitioned from mere functionality to a pursuit of enjoyment. Color TVs have evolved into smart living room hubs and gateways to entertainment terminals. Consumers now aspire to experience cinematic-quality immersion from the comfort of their homes.
In response to this shift, traditional TV manufacturers have gradually abandoned the "price war" in favor of a "value war." Their focus has pivoted toward enhancing user experience and distinguishing themselves through branding. However, after extensive promotion, many所谓的“core technologiesâ€have turned out to be superficial gimmicks, with price hikes failing to deliver meaningful improvements in user satisfaction.
The question arises: What do consumers truly desire? What could genuinely drive a revolution in living room culture? Perhaps, the Konka R1, which has earned three certifications, offers some insight.
Brand New Upgrade, A Stunning Transformation for Traditional TV Giants
TVs form the cornerstone of Konka's business. Strengthening the color TV division remains a top priority. This year, Konka's color TV operations have undergone significant changes in organizational structure, operational mechanisms, and production base capacity utilization. Besides the frequency conversion TV, Konka also introduced 8K TVs earlier and showcased a series of cutting-edge products at CES. Zhou Bin, the newly appointed president of Konka Group, mentioned in a recent interview that the company plans to increase R&D investment significantly this year, aiming to boost market share fundamentally.
Beyond technological innovation, Konka has also become a key player in brand strategy development in recent years. Initially, the company inked a deal with Jiangsu Suning Football Club at a high price and later collaborated with Hunan Mobile to establish a smart family initiative. Additionally, Konka organized a "Heart Journey" charity event. Not long ago, it signed a high-profile partnership with La Liga as the official partner for the Spanish A-League in China. These efforts have not only laid the groundwork for mutually beneficial cooperation but also facilitated Konka's strategic layout in the smart home ecosystem, transitioning from a hardware-centric approach to a "hardware + software," "user + terminal," and "investment + finance" model.
As we approach the traditional "Golden September and Silver October" peak season in the TV industry, Konka's product and brand transformations could drive the domestic TV market forward. Let’s wait and see.
Acquired three certifications, Konka has established the third institute of the new era of frequency conversion technology, the third institute of the China Electronics Technology Group Corporation (Television Electroacoustic Research Institute), founded in 1960, under its National Radio and TV Product Quality Supervision and Inspection Center. As a national-level inspection agency with an independent and impartial position, it is also the earliest domestic inspection body for full-performance testing of audio and video products. Its contributions to the appraisal of national household appliance product quality have played an indispensable role in the maturation of China's modern consumer electronics industry.
This time, three relevant experts analyzed the display technology of Konka R1's frequency conversion TV. The analysis report indicates that the chip frequency conversion, screen frequency conversion, and backlight frequency conversion technologies employed by Konka R1's frequency conversion TV can effectively enhance the refresh rate, adjust contrast and backlight frequency in real-time, and have garnered widespread recognition and high praise from the three technical experts. This represents a true technological innovation that enhances user experience.
The reporter learned more about the details of these three technologies. The main chip frequency conversion primarily involves the use of upgraded motion estimation and motion compensation (MEMC Pro) functions to improve the input of network video signals. Popular network videos are designed to compress data and smooth transmission, resulting in a refresh rate of 30 Hz, which is relatively low. With the addition of the MEMC Pro function, different motion trajectories can be evaluated for various motion pictures. Based on the motion vector information of the original frames, motion compensation operations of varying frequencies can be performed, generating frames not included in the original video. This improves blurring, halos, jagged edges, smearing, jitter, and other phenomena on moving images, increasing the network video signal refresh rate to 60 Hz, effectively enhancing motion picture display.
Screen frequency conversion, or local contrast technology, creates detailed visual effects by altering the current market's standard of adopting a single dynamic brightness curve for the entire screen. Konka R1's local contrast technology divides the entire picture into 48 x 27, totaling 1,296 partitions, controlling the brightness and contrast of each partition independently based on the surrounding partitions' light and dark areas, enhancing display effects and improving picture quality.
Backlight frequency conversion refers to local dimming technology. Konka R1 uses a 16-division local dimming backlight control technology. By cooperating with the display module control chip iw7027 and the RTD2861 RDA-GR image processing master chip, the brightness of each zone can be individually controlled based on the needs of displaying images at different positions on the screen. Real-time adjustments are made to each zone's brightness, with the main frame chip controlling the adjustment method, changing the current and voltage driving the backlight, adjusting the current duty cycle, and ultimately achieving backlight control for different zones.
Under the strong support of these three technologies, Konka's "frequency conversion TV" has become the core of its genuine branding technology, rather than a meaningless marketing term. Liang Zhenpeng, an experienced home appliance industry analyst, once noted that the introduction of frequency conversion TVs holds positive significance, offering more choices to both users and the market. "Whether it's HDR technology or frequency conversion TV technology, they build upon LCD TV advancements. Frequency conversion technology plays a crucial role in improving picture quality and addressing the smearing issue common in LCD TVs." In this environment, Konka's frequency conversion technology has become a powerful driver for its brand expansion into the high-end market, setting a new benchmark for the domestic electronics industry.
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