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It is reported that 2016 is the 20th anniversary of Sony's entry into the Chinese market. Sony has achieved good results in various fields. Especially in the television field, Sony has ushered in yet another important milestone in the development of the quality of television products. However, in the face of brilliant achievements, Sony is still calm and calm, with 4K HDR TV hit new products in China's color TV market. However, China's color TV market has changed dramatically. The three barriers placed in front of color TV brands are waiting to be addressed. Why did Sony's new 4K HDR products open the door to the Chinese color TV market?
Level 1: China's color TV market slows down and enters the bottleneck
Since the first time in 30 years since the "price, price, and price" drop in 2014, the color TV industry has failed. From the first few months of 2016, there is still little improvement and the market is still sluggish.
According to the AVC industry chain data, global color TV shipments in the first half of 2016 were 100 million units, a slight increase of 0.1% year-on-year. China, as the world's major TV production and sales area, had a retail volume of 23.51 million units in the first half of 2016, an increase of 6.9% year-on-year, and retail sales of 71 billion yuan, a year-on-year decrease of 4.0%. In addition, according to Ovid Cloud Network, retail sales of color TVs will only increase by 1.4% in 2016, reaching a total of 47.39 million units. As a major consumer country, China is facing an embarrassing situation of low stagflation. 
Under the background of China's color TV market, it seems difficult for Sony 4K HDR to open its doors to the Chinese market. It is worth mentioning that the continued weakness of the color TV industry is attributed to the decline in consumers’ desire to purchase, which directly stimulates the market to require double-effects in terms of technology upgrades and content resources. The 4K HDR flagship TV Z9D series brought by Sony this time has strong technical and content competitiveness.
Gao Qiaoyang, president of Sony (China), stated that 4K HDR technology is an important milestone in the development of the quality of Sony TV products. The Z9D flagship series 4K HDR television incorporating Sony's high-end technology has unprecedented performance and is worth pursuing high quality of life. Chinese consumers own!
It is reported that the new generation of TV display technology carried by the Z9D series brings higher brightness, deeper black, and more rich and delicate colors. Not only that, the Z9D series is the first to introduce the largest size in Sony's history, the 100" TV, on the basis of 65" and 75". The combination of realistic picture quality and large screen brings you a stunning visual experience. To the greatest extent, it stimulates the consumption G spot of Chinese consumers.
Level 2: Intensification of competition in multi-technology parallel 4K+HDR brands in color TV market
Looking at China's color TV market, the technology of color TV products has concentrated and the diversified technologies have become one of the brightest points in the development of the color TV market. The technical connotations of HDR, 4K, OLED, Quantum Dots, etc. add even more vitality to the development of color TV market. In the Chinese market, the connotation of diversified color TV technology has developed in parallel. The technical direction that different color TV brands adhere to is not the same. As a result, what kind of color TV technology can stand out and become the future of color TV technology revolutionary content has become the industry's expectations. 
Data show that in the first half of 2016, there were 121 newly listed HDR TV models, which accounted for 23% of the total number of new products listed in the first half of the year; and the market penetration rate of monitored retail volume of HDR TVs was 6.8%. Ovid Cloud Network (AVC) analysis believes that HDR technology will become another focus of attention in the television field after 4K, and 4K+HDR will be one of the mainstream technology trends in the global TV market in 2016.
In addition, there are reports that the current market has more than 8 brands, 34 series, more than 50 HDR TV sales, is expected this year, the overall sales within 1 million units, the next year is expected to exponentially increase in consumer spending. 4K Ultra HD and HDR have become the hottest combination at the moment. Through the combination of two large-scale display technologies, TV can realize more colorful, more realistic, and restore natural and comfortable color perception.
In such a fierce competitive situation, how will the Sony 4K HDR flagship TV Z9D series break through? It is reported that the launch of the flagship 4K HDR TV Z9D series has two innovative technological highlights. One is that it is equipped with the innovative "Backlight Master Drive" technology, which uses a high-density dynamic direct-type backlight system to achieve precise control of each LED source, thus exceeding the Unusual picture quality and light effects. 
In this regard, China's home appliance industry research experts, deputy secretary-general of the Electronic Chamber of Commerce Lu edge wave said at the meeting, Sony Z9D series in the factory the first time, has passed the strict professional testing of China Electronics Technology Standardization Institute, the results show that Z9D series In the peak brightness, black brightness, dynamic range and other indicators, creating a new high peak in the industry brightness, not only the current LCD TV picture quality of the new peak, but also represents the industry's highest level of quality technology. Visible, Sony has absolute power in the field of color TV technology.
Level 3: Poor user experience in the market for 4K HDR content resources
In the process of rapid development of 4K HDR technology, many people are also worried about the adequacy of 4K HDR content resources. In fact, for a long time, TV products equipped with 4K HDR technology have faced the embarrassing situation of lack of content resources. However, with continuous technological breakthroughs, HDR technology has formed a complete industrial chain of shooting, production and display. .
Sony TV naturally takes into account this issue. It is understood that the Sony Z9D series is constantly striving to achieve localization of premium content and blessing content resources to enrich the user's home entertainment life.
On the one hand, Sony has established cooperative relationships with a number of domestic business partners, providing users with a vast amount of Internet entertainment content through a more open and concise intelligent system. Sony has already reached cooperation with content providers such as China TV, Tencent, Sohu and Baidu, allowing consumers to enjoy high-definition movies, games, music and other massive resources and multi-functional applications without leaving their homes. 
In addition, in order to enhance the product's smart and interactive experience, Z9D series uses a new upgraded Android 6.0 system and seamless user interface, so that the smart operation of the TV is more concise, human-computer interaction experience is even better. While watching TV content, consumers can quickly browse other content through the interest exploration function and install massive applications with the help of scalable storage space to enrich the home entertainment experience. It can be seen that Sony is already well prepared for TV content, maximizing user experience and waiting for the market to test.
Comments:
In the face of these three levels of China's color TV market, the Sony Z9D series uses strength to interpret the charm of color TV products in the new situation. At the same time, the new Z9D series of televisions continues Sony's high standard in industrial design. The concept of “Slice of Living minimalist life†is fully utilized: its body and stand are simple black and cool. As the main color, gold looks elegant and noble.
The backplane uses a geometric grid pattern design, which is similar to the high-density LED light source design of the master version of the backlight system. It has a modernistic design sense and visual impact, but also can demonstrate the fine detail of the Japanese aesthetics at the details. Hey. The hidden cable design on the backside not only makes the entire space more concise and neat, but also allows the Z9D series TV to properly integrate into all kinds of home environment, highlighting the user's style of living taste.
Mr. Lu Jiebo, deputy secretary-general of the China Electronic Chamber of Commerce and a well-known household electrical appliance expert, once said: In fact, for television, both hardware and content are standard, and they are indispensable. The television industry has always followed a hardware-based approach, but the value of content can no longer be ignored. In particular, exclusive, distinctive content is very attractive to users and can enhance users' willingness to pay for viewing. Therefore, improving the ecological layout and realizing the competitive advantages of hardware and content support have become the new force for the color TV companies.
The Sony Z9D series has the greatest advantage in terms of hardware technology and content resources, and continues to stimulate the consumer nerves of Chinese consumers. Through the large screen size, natural and delicate picture quality, minimalist and elegant aesthetic design and humane intelligent interaction, Sony 4K HDR's flagship new Z9D series will bring a brand new product experience for Chinese consumers.
Written at the end: Under the situation in which China's color TV market is facing severe challenges, foreign brands represented by Sony will gradually play an advantage in the domestic market. In the future, the competition between domestic color TV brands and foreign brands will intensify. In the future, we Look at China's color TV market's melee battle.
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How do three 4K levels battle the Sony 4K HDR to open the door of China's TV?
The color TV market has always been concerned by people both inside and outside the industry. In the first half of 2016, the brand new market structure will come again. Affected by economic downturn pressure and adjustment of industrial structure, the global color TV market is showing a trend of slower growth. Among them, China's color TV market is tepid and gradually entered a bottleneck period. Both domestic and foreign brands have felt unprecedented pressure. Under such a market background, Sony has once again chosen to focus on the Chinese market, seeing the huge potential of China's color TV market, or trying to counteract it. Potential to fly? This morning, Sony (China) Co., Ltd. held a new summer television conference in Shanghai and officially launched its flagship ZK series of 4K HDR televisions in China. It is understood that this is also another effort made by Sony TV in the 4K HDR field after the strong launch of the X9300D and X9400D series products in the Chinese market at the beginning of the year. From the data, it is not difficult for us to see that in the first half of 2016, China's color TV market presented an unfavorable situation of declining volume, and behind it was the helplessness of TV prices. Compared with the sales of the color TV market in the first half of 2015, the data show that the retail sales of the terminal in the first half of 2015 was 22.21 million units, an increase of 5.6% year-on-year; the sales amount was 74.4 billion yuan, an increase of 6.9% year-on-year. What can be seen is that at this stage, the Chinese color TV market is facing new challenges. At the same time, due to factors such as economic downturn pressure and adjustment of industrial structure, the growth rate of China's color TV market has continued to slow down, and it has entered a period of deep industry adjustment. With such a diversified technology, the 4K HDR technology that Sony has long insisted on has attracted attention. Since Sony first introduced 4K HDR TV in China, more and more manufacturers have begun to launch their own 4K HDR products. Samsung, LG, Philips, Panasonic and other upstream manufacturers as well as domestic millet, LeTV as Internet companies have all overweight. It can be seen that the 4K HDR technology standard gradually matures and the market is ushering in full competition. At the same time, 2016 HDR technology has almost become the concept mentioned by all color TV brands. Secondly, the Z9D series adopts the new X1 ExtremeTM 4K HDR image processing chip. The core of the Z9D series is HDR dynamic image reconstruction technology, 4K HDR 14bit smooth gradient, and dual image database technology. The processing performance has reached 1.4 times that of the previous generation of image processing chip X1, achieving a major breakthrough in picture quality, so that the essence and every detail of the 4K HDR content can be fully exploited, and in combination with the dynamic backlight system, the user can be more shocked. Enjoy 4K HDR quality. On the other hand, Sony is also actively promoting the popularization and promotion of 4K HDR technology in broadcasting and television systems. By gradually improving the 4K HDR full-industry chain solution, it will create a unique new TV product experience and distinctive content ecosystem for professional and home users.