Mini LED backlight technology significantly improves the contrast and dynamic range of TVs and improves traditional LCD displays through precise control of local areas of backlight.Insufficient in contrast, color saturation, etc., it brings a more realistic and realistic picture perception to the audience; at the same time, due to its high brightness and high color gamut characteristics, it has excellent performance when presenting HDR content, and can provide more delicate color transitions and deeper black pictures.
Mini LED backlit TVs have improved performance in all aspects compared to ordinary backlit TVs. However, due to limitations of the display principle, compared to OLED TVs with self-luminous pixels, there are still problems such as halo and relatively slow response time.
Chinese brands are aggressive, while Korean brands tend to be conservative
In the context of the overall lack of technological innovation in the TV market, leading brands revolve around OLED and Mini The LED route competes, and overseas brands and Chinese brands have chosen different technical routes and directions.
Overseas brands: OLED and Mini led dual-track parallel, Mini led strategy conservative
Samsung Electronics (Samsung) and LG Electronics (LGE) are affected by the LCD TV panel supply chain. The future development focus will be tilted towards OLED, the MiniLED product line will shrink, and the strategy will tend to be conservative. Although Samsung Electronics is still the leading brand of MiniLED backlit TVs in the world, its shipment scale growth has been weak, and its global share has declined significantly.Although Sony is striving to seek the technological transformation of high-end products, its strategy is still relatively conservative. New products in 2024 are constrained by cost factors. Only BRAVIA9/7 adopts the MiniLED backlight scheme, and the shipment scale is expected to remain at a low level in 2024.
Chinese brands: Stick to the "large size + Mini led" product line and actively compete for market share
< p pingfang = "" font-size: = "" text-align: = "" text-indent: = "" outline: ="">Chinese brands firmly choose "large size + Mini led" in the product route, and have an active strategy for oversized and Mini led products. Whether it is in the layout of product lines or in the price strategy, they have turned to the offensive in all directions to actively compete for market share.
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From the new products released by the Top 4 brands in the Chinese market in 2024, it can be seen that in addition to upgrading the refresh rate, Chinese brands mainly focus on the 75"+ ultra-large size and significantly increase the number of Mini LED backlight TV models to enrich the product line. Leading brands such as TCL, Hisense, Xiaomi and Skyworth have all shown active strategies for Mini LED backlight TVs. In particular, brands such as TCL and Hisense are actively competing for market share not only in the Chinese market but also in the global market.
In addition, from the perspective of supply chain, mainland China has a mature and complete Mini led backlight TV industry chain, and the industry collaboratively drives down costs, which makes Chinese brands maintain obvious advantages in cost competitiveness. In recent years, the synergy industry chain has made great progress in reducing costs:
(1) Mini led chip: Reduce the number of led chips to achieve cost reduction by adding angular light and other solutions. It is expected that the cost of Mini led chips in the next 2 to 3 years is expectedMaintain a decline of about 10% per year.
(2) PCB substrate: The design scheme is adjusted to reduce the amount of PCB substrate, such as fishbone and lamp strip PCB substrates, and the cost reduction space is still large in the future.
< p helvetica = "" sans = "" yahei = "" letter-spacing: = "" line-height: = "" >Technology sinks to mid-tier, driving strong growth in Mini led backlit TVs
Mini led backlit TV products are positioned at the high-end, and the price threshold discourages many consumers. But since the beginning of this year, Chinese TV brands have begun to explore sinking to the mid-end by reducing the number of Mini led backlight zones to maintain good picture quality.Performance and higher cost performance drive MiniLED backlit TVs to maintain strong growth.
Comparing the number of partitions of the top 4 brands in the Chinese market (Hisense, Xiaomi, TCL, Skyworth) in models launched in 2023 and 2024 is not difficult to find:
1. In 2024, Chinese brands will be more aggressive in their Mini LED backlight TV strategies, and the number of new products will increase significantly.
2. The product sinks to the mid-range, which is Mini The growth of LED backlight TVs has injected new impetus. In addition to high-end products with more than 1000 partitions, the number of Mini LED backlight TV models with less than 1000 partitions has significantly increased, especially the number of entry-level products with less than 500 partitions.
Taking the 75 "Mini led backlight TV as an example, the most important change brought about by the reduction in the number of partitions is the reduction in the selling price, which makes the 75" Mini led backlight TV come to the price range of about 5,000 yuan, the price is more friendly to the people, and the sales volume is worth looking forward to.
< p pingfang = "" font-size: = "" text-align: = "" text-indent:="" outline:="">Accelerated growth, global Mini led backlit TV shipments are expected to surpass OLED in 2025
Driven by the aggressive strategy of
Chinese brands, as Mini led backlight TV products continue to sink to the mid-range and the cost continues to decline, Mini led backlight TV shipments are expected to usher in accelerated growth. On the other hand, OLED TVs will return to the growth channel, driven by factors such as Samsung's expanded product line and the decline in the price of WOLED panels, but the increase is limited.。
According to Sigmaintell statistics, global Mini led backlight TV shipments reached 3.2 million units in 2023, an increase of 10.7% year-on-year. It is expected that global Mini led backlight TV shipments will increase from 2024 to 2025, with 5.6 million units shipped in 2024, an increase of 73.3% year-on-year. By 2025, the shipments will reach 7.5 million units, and the global shipments are expected to surpass OLED TVs, becoming the mainstream of the global high-end TV market.
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