主持人丨张涛 制片人|李念雪 当电视行业面临新挑战，海信以激光显示、RGB-Mini LED、AI大模型破局，全球出货量份额剑指第一，海信如何用技术创新向高端市场跃升？显示行业正 在发生哪些变革？凤凰网财经《封面》与海信视像科技总裁李炜就海信的跨界举动及显示产品应用展开对话。 出品|凤凰网财经《封面》 以下内容整理自采访实录： 凤凰网财经《封面》：我看到海信视像其实有很多跨界举动，包括在产品上往体育领域延伸。 李炜：显示产品其实一直在尝试给用户提供客厅以外的价值。有了AI技术之后，这种跨界变得越来越有可能。大家可能觉得显示企业就只提供客厅用的电 视，但其实我们也在用VR眼镜配合工业场景。比如工厂里焊接有一定安全隐患，我们用VR眼镜做虚拟培训，用户戴上眼镜就像进入焊接环境，手里拿个操 作柄就像焊枪。 再比如，我们还用VR眼镜给煤矿工人做安全培训，告诉他们进入矿井后要注意哪些事项、哪些装置不能动，遇到危险该怎么做。 凤凰网财经《封面》：效率也提升了。 李炜：对。而且我们的显示产品还和医疗结合，能给医疗专家资源稀缺的乡镇城市提供远程诊疗服务，让这些地方的患者能享受和大城市一样的专家医疗资 源。这些都是我们可以去想象 ...

Core Viewpoint - The television industry is facing new challenges, but Hisense is leveraging technological innovations such as laser display, RGB-Mini LED, and AI models to enhance its market position and target high-end markets [2][3]. Group 1: Market Trends and Consumer Behavior - The global display industry has entered a phase of stock competition, with market size stabilizing and competition shifting from technical parameters to user scenarios and ecosystem value [3]. - Hisense's sales of co-branded products related to the game "Black Myth: Wukong" surged by 56% month-on-month, and transaction volume on JD.com increased by 13% year-on-year, indicating a strong consumer demand for high-quality visual experiences [2][4]. - The shipment of 100-inch televisions has skyrocketed by 400%, reflecting a growing consumer preference for larger screens [2][4]. Group 2: Product Innovation and Strategy - Hisense aims to redefine user interaction with screens through a comprehensive innovation matrix that includes display technology, chips, cloud services, and operating systems [3][6]. - The company has introduced solutions for various scenarios, such as kitchen displays and heads-up displays (HUD) in vehicles, emphasizing the concept of "display everywhere" [6][7]. - Hisense's laser display products are energy-efficient, consuming only about one-third more power than traditional LCD TVs, making them suitable for energy-conscious applications in electric vehicles [8][9]. Group 3: Future Directions - The company is committed to continuous product development and innovation in display technology to meet the evolving needs of consumers across different environments, including home, commercial, and automotive [10].

Core Viewpoint - The article discusses how Hisense is leveraging technological innovation, such as laser display and AI models, to enhance its position in the high-end market and aims for the top global market share in the display industry [2]. Group 1: Globalization and Localization - Hisense emphasizes the importance of local talent development in its global operations, with over 80% of engineers in its Mexican factory being local hires, while only 1.5% of the workforce is from China [2][3]. - The company believes that a global brand must have a global manufacturing layout to effectively respond to diverse regional market demands and consumer needs [2][3]. - Hisense has established manufacturing bases in countries like Mexico, Slovenia, and South Africa, integrating production, sales, and research to adapt to local market dynamics [3][4]. Group 2: Long-term Strategy and Commitment - The company highlights the necessity of having a long-term strategic goal and positioning for sustainable development in foreign markets [4]. - Building trust with local teams is crucial, as demonstrated by Hisense's efforts to integrate with the local workforce in Mexico after acquiring a factory from Sharp [4][5]. - Hisense stresses the importance of localizing the supply chain and enhancing regional manufacturing competitiveness to ensure better growth prospects [5].

Core Viewpoint - The television consumption has entered an era where the size of the screen should match the size of the wall, indicating a shift in consumer preferences towards larger screens and high-quality visual experiences [2][5][6]. Group 1: Market Trends and Performance - In 2024, the global television market is expected to reach 208 million units, with a year-on-year growth of 3.48%, driven by major sports events [1]. - Hisense's market share in the global display sector has surpassed 30%, with the company maintaining a strong position as the second-largest player globally [1][3]. - The sales of 100-inch televisions have surged by 400%, reflecting a growing consumer demand for larger screens [5][6]. Group 2: Technological Innovations - Hisense has introduced the world's first RGB-Mini LED television, showcasing its commitment to technological differentiation and innovation [4]. - The company has achieved a significant market share in laser display products, holding nearly half of the market [4]. - Hisense is focusing on user-centered solutions, addressing consumer pain points through products like mobile smart screens and laser projectors [4]. Group 3: Marketing and Brand Positioning - Hisense leverages sports marketing by sponsoring major events like the World Cup and European Cup to enhance its global brand presence [1][2]. - Collaborations with popular games and esports have led to a 56% increase in sales for co-branded products, indicating effective engagement with younger audiences [5][6]. Group 4: Future Directions and Sustainability - The company is committed to integrating display technology into various environments, including homes, businesses, and vehicles, promoting a vision of "display everywhere" [6][7]. - Hisense has established a zero-carbon factory, with 100% of its energy sourced from green electricity, reflecting its commitment to sustainable manufacturing practices [20][22]. - The company aims to enhance its competitive edge through digital transformation and automation in manufacturing processes [20][22].

凤凰网财经《封面》：所以您认为未来，比如五年、十年，理想中的电视产品需要具备哪些特点？ 李炜：我觉得未来5到10年，首先从尺寸上来讲，要尽可能大，因为大尺寸能提供临场感、沉浸感。就像我们在电影院观影时，能深入到故事情节里，这首 先要求电视能提供高画质、高音质和足够大的显示形态。 第二，我觉得它必须具备一定的智能交互能力，可以解决用户除观影之外的其他生活需求。 第三，我觉得未来的产品形态可能不受限制。很多年轻人甚至不需要装电视墙，那产品形态会变成什么样呢？除了刚才我们讲到的移动智慧屏不需要电视 墙，我们的三色智能投影也是想搬哪就搬哪，不需要的时候就收纳进去，家里没有电视也不突兀，还能作为家居化的装饰产品。所以未来产品形态的创新非 常具有可实现性。 出品|凤凰网财经《封面》 主持人丨张涛 制片人|李念雪 当电视行业面临新挑战，海信以激光显示、RGB-Mini LED、AI大模型破局，全球出货量份额剑指第一，海信如何用技术创新向高端市场跃升？显示行业正 在发生哪些变革？本期凤凰网财经《封面》访谈，海信视像科技总裁李炜解码显示产业的"中国突围"。 (以下对话选自采访实录) 在屏幕不断创新的过程中，像海信这样的品牌厂商 ...

Core Insights - The article highlights Hisense's significant role as the first official partner of FIFA in China, showcasing Chinese display technology on a global stage [1] - The rapid growth in the sales of large-screen televisions, particularly 100-inch models, reflects a shift in consumer preferences towards immersive viewing experiences [3][4] - Hisense's market leadership in the 100-inch television segment is underscored by its 56.71% global market share, indicating its dominance in this category [4] Industry Trends - The average size of televisions in the Chinese market has increased to 63.5 inches, marking the transition into the era of large screens [3] - The global shipment of 100-inch televisions has surged over 100 times in the past three years, driven by advancements in 4K/8K content and gaming technology [3] - The demand for larger screens is not only prevalent in China but also in North America and Europe, where sports events are driving upgrades [3] Company Developments - Hisense's technological advancements include the RGB-Mini LED technology, which enhances picture quality and positions the company as a leader in display technology [6] - The integration of AI capabilities into Hisense televisions is transforming them into smart home hubs, enhancing user interaction and experience [7][8] - Hisense's commitment to high-end product development and display technology is reshaping consumer expectations and industry standards [9][10] Market Position - Hisense's success is indicative of a broader trend in the Chinese display industry, moving from low-cost manufacturing to high-value innovation [9] - The company's extensive product matrix of over 50 models in the 100-inch category caters to diverse global market needs, reinforcing its competitive edge [9] - Hisense's participation in high-profile events like the FIFA World Cup serves to elevate its brand recognition and showcase its technological prowess [10]

Core Viewpoint - Hisense has become the first official VAR display partner for the 2025 FIFA Club World Cup, marking a significant milestone for Chinese display technology on the global sports stage, supported by its 56.71% market share in the 100-inch TV segment as of Q1 2025 [1]. Group 1: Technological Innovation - Hisense has pioneered RGB three-dimensional color control technology, surpassing traditional backlight methods, and has set new benchmarks in DCI-P3 color gamut coverage and peak brightness [3]. - The company has established a comprehensive technology matrix that includes Mini LED, laser TVs, and MicroLED, allowing for modular customization and a wide range of products [3]. Group 2: User Experience Enhancement - Hisense aims to not only manufacture 100-inch TVs but also to provide the best picture quality and user experience, leading to significant sales growth in markets like Germany through localized product strategies [8]. - The company has integrated AI technology to enhance viewing experiences, such as real-time optimization for sports and improved visual angles for movie enthusiasts [8]. Group 3: Global Presence and Strategy - Hisense's global reach is evidenced by its technology support for the FIFA event in Miami, laser TV experience zones in Dubai, and high-end ULED X series in Paris, showcasing its "R&D-manufacturing-marketing" global system [11]. - The company has transformed the perception of 100-inch TVs from luxury items to standard configurations in 310,000 households globally, reflecting a significant shift in consumer behavior and industrial innovation [13].

Core Viewpoint - Hisense Refrigerator has become the global official partner for the 2025 FIFA World Cup, aiming to leverage the event for brand exposure and to promote its core technology of "vacuum preservation" [1][3]. Group 1: Company Strategy - Hisense has a history of engaging in high-profile football sponsorships, starting from being the first Chinese top sponsor of the European Championship in 2016, showcasing its innovative capabilities and ambition [3]. - The marketing strategy has evolved from simple advertising to conveying core technological concepts through visual symbols, effectively reaching global football fans [4]. Group 2: Technology and Innovation - The vacuum magnetic preservation technology developed by Hisense represents a significant advancement over traditional refrigeration methods, effectively delaying oxidation and preserving the moisture and nutrients of food [3]. - Hisense positions itself as a leader in the industry by being a standard setter for "Vacuum Preservation Chambers for Refrigerators," highlighting its technological prowess [3]. Group 3: Marketing Impact - The brand aims to make the concept of "vacuum preservation" resonate with audiences during the World Cup, using innovative marketing tactics to enhance brand recognition [4]. - Hisense's participation in the World Cup is seen as a strategic move to showcase Chinese manufacturing intelligence on a global stage [4].

Core Viewpoint - Hisense has achieved a leading position in the global market for 100-inch televisions, with a market share of 56.71% in the first quarter of 2025, indicating strong brand recognition and sales performance in this segment [1] Group 1 - Hisense is the first official partner of the 2025 FIFA Club World Cup, enhancing its visibility and brand association with a major global sporting event [1] - The company promotes its 100-inch television as the "Global No.1" during the tournament, emphasizing its market leadership [1] - Omdia's data shows that Hisense holds a 56.69% market share for televisions 100 inches and above, reinforcing its dominance in the large-screen segment [1]

Investment Rating - The report maintains a "Positive" investment rating for the home appliance industry, indicating an expectation of returns exceeding the market benchmark by more than 5% [5]. Core Insights - Domestic home appliance sales are expected to benefit from policy support, with the air conditioning peak season anticipated to see high temperatures and low inventory, making the second quarter demand promising. Changes in national subsidy methods are expected to have limited disruption [3][8]. - The online retail performance in May was strong, with significant year-on-year growth in various categories, including a 31.7% increase in TV sales and a 46.0% increase in air conditioning sales [8]. - The report highlights the potential for emerging markets in exports, while concerns regarding exports to the U.S. due to global capacity layout are deemed manageable. The reshaping of the global supply chain presents new opportunities [3][8]. Summary by Sections Domestic Market Performance - In May, online retail sales for home appliances showed impressive growth, with air conditioning sales up 46.0% year-on-year and cumulative growth of 26.9% from January to May [8]. - The average price of air conditioning units decreased slightly by 0.7% in May, but the report predicts that price declines are nearing an end as the peak season approaches [8]. Policy and Subsidy Impact - The report discusses changes in national subsidy methods, suggesting that the new approach will likely alleviate price competition among mid-to-low-end brands. The expected shift to a dual-channel distribution for subsidies is anticipated to maintain consumer spending [8]. Investment Recommendations - The report recommends focusing on quality white goods leaders that benefit from domestic policy continuation and are actively expanding overseas, such as Midea Group and Haier Smart Home [3]. - It also suggests monitoring companies that are likely to benefit from the reshaping of market shares in mature overseas markets, such as Hisense Visual Technology and Ousheng Electric [3].