On September 7, 2022 BOE held the second technical salon activity, this activity mainly focuses on external interpretation of 8K ultra-high definition display technology and in-vehicle display technology and other industry frontier concepts. From BOE layout after all flat panel display product lines, BOE has a sense of establishing its own brand, such as actively participating in various exhibitions to promote products, participating in industry forums to explain its own cutting-edge technology, etc., and began to try to promote from various channels to BOE as the brand of cutting-edge technology concept and corporate product culture.
In recent years, in addition to actively making its own voice heard on various platforms, BOE has also started to build its own external public relations platform, through a series of creative marketing such as display technology brand promotion, technology popularization variety show and technology salon, to gradually build up an internal and external interoperable technology innovation ecology, on the one hand, to launch its own technology and products, on the other hand, it also hopes to connect the creativity of the industry chain to its own technology On the other hand, we hope to connect the creativity of the industry chain to our own technology and R&D line to realize the "double ascension" of brand and industry value.
At the event, BOE said that it has three characteristics of "early start, excellent technology and wide application" in the field of 8K UHD. At present, BOE's 8K UHD display terminal has covered the whole series of product lines such as 55-inch, 75-inch, 86-inch, 98-inch, 110-inch, etc. It has developed 8K professional display products of various sizes, and provided 8K professional display for China's first 5G+8K OB van; its 8K UHD solution integrating 5G and AI technology has performed well in 8K direct broadcast of a series of major activities and events. Its 8K UHD solutions integrating 5G and AI technologies have performed well in the 8K direct broadcast of a series of major events and activities. Through these practices, it has joined hands with upstream and downstream manufacturers such as communication, video networks, codecs, playback equipment and complete machines globally to build an 8K UHD industrial ecology in all aspects, while driving the rapid upgrading of key links such as filming, content, transmission and display.
In promoting 8K technology innovation, BOE exhibited its newly developed 75-inch 8K 288Hz display and 110-inch 8K 120Hz naked eye 3D display and other products at SID International Display Week 2022, equipped with BOE's self-developed ADSPro technology, to continuously promote 8K display technology upgrade and iteration.
In the field of smart car, BOE has been in the leading position in the industry. Through deep plowing in the industry together with its subsidiary BOE Varitronix, BOE has achieved breakthroughs in many car display segment applications such as automotive instrumentation, central control assembly, entertainment system display, head-up display, rearview mirror, etc., and launched products based on flexible AMOLED, flexible multi-link screen, curved display, full lamination display, BDCell, MiniLED, oversized display and many other representative cutting-edge intelligent cockpit display products, which are fully applied in global mainstream automobile brands and have more than half of the high-end new energy market share in China.
It is understood that BOE planned a series of technical salon series activities mainly by BOE Technology Innovation Center, the content of this activity with the first self-produced technology science popularization variety show "BOE solution laboratory" to show and spread to the public, mainly with the industry media around 8K, flexible, high brush and other areas of technical highlights and innovative breakthroughs for in-depth discussion, to be able to combine the professional interpretation of display technology with the "general knowledge" for ordinary consumers. We will combine the professional interpretation of display technology with "general knowledge" communication for general consumers to carry out a combination of marketing.
From BOE's expressions in various occasions, the core of BOE's brand content is "Screen of Things", which shows that BOE intends to build a "super display terminal" with display hardware as the main ambition. However, in the specific practice process, limited by the enterprise orientation and industry understanding, it can be seen that BOE has no idea how to interpret the "Screen of Things" super display terminal for the whole society, i.e. to let professional downstream manufacturers understand where the competitiveness of the product lies and which aspect of profitability can be enhanced for themselves, and to let the whole industry understand BOE's "Screen of Things" can be extended to what new application scenarios to broaden their market space, but also to let ordinary consumers know clearly what convenience and happiness the choice of BOE products can bring to their life and work, etc., in the content dissemination and product promotion are still in the exploration stage.
The market in the field of display to successfully create their own brand manufacturers, more famous is the era of the picture tube Sony Trinitron (Trinitron) technology, Trinitron only use an electron gun to solve the color display of the picture tube, can shoot three beams of electrons at the same time, the electrons through the grid to hit the fluorescent strips on the light. Compared with ordinary picture tube, the brightness of Trilon picture tube is higher, the color is more vivid and sharp, and it is also more power-saving.
During this period, it has been the undisputed dominant player in this market, which not only defines the "Long" tube display, but also becomes a synonym for the best quality of display, and in 2016, Time magazine selected "the world's 50 most influential electronic devices of all time". It was ranked second in the "50 Most Influential Electronic Devices of All Time" by Time Magazine in 2016, second only to the first Apple iPhone. Trilon is not only the second most important invention of Sony after Walkman, it also saved Sony from the brink of bankruptcy.
In the domestic display industry, there is also a company that has launched a brand of the industry, that is, Haier Run Eye Technology, including the "0 flash technology" and "Run Eye Technology" two aspects. Haier adopts black crystal α double-sided coating technology, α coating can absorb and filter harmful light, anti-reflection α coating can eliminate external environmental light interference, to ensure that the LCD display content bright, clear, and effectively reduce the reflection of external light. Blackchip alpha double-sided coating of the display screen light transmission rate of up to 98%, the screen color is vivid, can weaken the reflected stray light, filter out the light that is irritating to the eyes, eliminate the dazzling feeling brought by stray light, and protect eye health. Black crystal alpha anti-reflective coating and then combined with resin light filtering eye protection technology to reduce the screen font clarity caused by excessive fatigue of the visual nerve and the impact of stray light on the visual nerve and radiation, to avoid the use of ordinary computers caused by eye soreness, eye pain and tearing symptoms.
In addition, Haier also through the development of "0 flash technology" CCMT circuit control chip, so that the monitor emits more stable than ordinary computers do not flicker light, so the amount of light into the eyes is stable, will not cause frequent contraction of eye muscles, to minimize the burden on the eyes.
From 2005 Haier launched the "eye technology", with this technology Haier's eye computer rose 14 places in a year, quickly among the top six in the domestic market, including notebooks ranked second in domestic brands, desktop computers ranked fourth in the country, becoming the fastest rising brand in the domestic IT industry, known as the industry's darkest "dark horse", and made Haier Computer achieve the three-step jump from product leader, market leader, to technology leader.
Perhaps it is also the success of the previous market cases, in recent years, regardless of the panel companies, or display companies, are actively seeking to create their own "brand positioning" in the market, and even derived for these companies to promote the brand of third-party brand building "standard testing "certification industry chain, specifically set up some inexplicable testing standards to promote the stacking of parameters for enterprise services. But from the market response, these can not give a clear product user experience comparison of "standard testing" certification and did not gain consumer recognition, becoming more and more chicken ribs. Enterprises to build their own brand, but also to seek newer ways.
As the world's largest display panel company, BOE hopes to integrate more and more functions directly on the display panel, and also create a brand belonging to BOE's "super display terminal", thus also put forward similar "ADSPro", "f-OLED", "f-OLED" and "f-OLED". The company has also introduced conceptual product categories such as "ADSPro" and "f-OLED", as well as the brand definition of "Screen of Things". As BOE's market PR awareness is getting stronger, perhaps one day, BOE will be able to raise these terms to the brand height of "Trilon" and "RunEye".
