历史资料：日期、报道观点、资质和数据保留原发布语境，不表示当前状态。Historical archive: dates, reported views, qualifications and figures retain their original context and do not represent current status.
现在是谈论等离子电视的最好时机。Now is the best time to talk about plasma televisions.
在国外尤其是在北美，有身份的人一般买大屏幕电视时会选择PDP，他们知道大尺寸PDP性能各方面比液晶电视要好得多。Overseas, particularly in North America, affluent consumers generally choose plasma display panels (PDPs) when buying large-screen televisions. They know that large PDP televisions outperform LCD televisions in many respects.
来自权威第三方调查机构Dis-playBank 7月26日发布的报告显示，等离子电视全球出货量第二季度突破500万台，月增长率达27%，年增长率更高达53%，创历史新高。500万台的季度产量，使PDP占平板电视(42英寸以上)市场的1/3。此外，有数据表明，PDP模组在今年第一季度和第二季度较去年同期有42%和49%的增长，而LCD电视出货量特别是在北美市场几乎没有增长。A report released on July 26 by the authoritative independent research firm DisplayBank showed that global plasma TV shipments exceeded 5 million units in the second quarter, with monthly growth of 27% and annual growth of 53%, setting a new record. Quarterly output of 5 million units gave PDPs one-third of the flat-panel television market for screens larger than 42 inches. Other data showed that PDP module shipments grew by 42% and 49% year on year in the first and second quarters, respectively, while LCD TV shipments, particularly in North America, showed almost no growth.
另据DisplaySearch最新一季《全球电视出货调查研究报告》指出，随着经济状况的改善和居民平均居住面积的不断提升，消费者对高画质大尺寸电视的需求逐渐回温。在西欧地区国家完成数字电视转换、3D电视以及互联网电视等的带动下，全球电视的出货量大大增加。The latest quarterly Global TV Shipment Research Report from DisplaySearch also indicated that improving economic conditions and increasing average residential floor space were reviving consumer demand for large televisions with high picture quality. The completion of digital television transitions in Western European countries, together with 3D and internet-connected televisions, drove a substantial increase in global TV shipments.
作为等离子阵营最坚定的拥护者，家电巨头长虹和松下在今年上半年的表现也相当抢眼。而且，正如先前业界预测的那样，当等离子技术在3D画质上的表现得到用户的认可时，曾经一度沉寂的面板生产巨头三星等大厂也再次加入了等离子电视的阵营。As two of the most committed supporters of plasma technology, appliance giants Changhong and Panasonic also performed strongly in the first half of this year. As the industry had predicted, once consumers recognized plasma technology's performance in 3D picture quality, major manufacturers such as panel giant Samsung, which had previously been relatively quiet, rejoined the plasma TV camp.
不同的是，这次等离子电视厂家选择了韬光养晦与厚积薄发。This time, however, plasma TV manufacturers chose to build their strength quietly and wait for it to bear fruit.
“大”有前途A Big Future for Big Screens
事实上，等离子生产厂家看到的不仅仅是“屏”，而是看准了“大”尺寸电视的需求趋势。Plasma manufacturers are looking beyond the panel itself: they are targeting the trend toward larger televisions.
统计结果显示，尺寸需求的差异主要由居室空间条件决定，美国大尺寸等离子电视出货量要占到电视总出货量的80%以上，在欧洲占到75%以上，在韩国占到60%以上。Statistics show that differences in preferred screen size are largely determined by living-space conditions. Large-screen plasma TVs account for more than 80% of total television shipments in the United States, more than 75% in Europe and more than 60% in South Korea.
随着中国消费者收入水平的提高、中国城镇家庭人均居住面积的提高和建筑结构的变化，等离子电视的消费群体会不断扩大，而大尺寸和超大尺寸电视成为主流家用电视的趋势同样不可逆转。As Chinese consumers' incomes and per-capita living space in urban households increase, and building layouts change, the customer base for plasma televisions will continue to expand. The trend toward large and very large televisions becoming mainstream household sets is likewise irreversible.
业内人士指出，国内外彩电巨头纷纷进军等离子产业的一个重要原因就是消费者对42英寸及以上尺寸的大屏幕电视的需求正在迅速增加。去年下半年以来，松下、三星都推出了58英寸的等离子电视，长虹和三星今年甚至还把50英寸的等离子电视送进了家电下乡产品的行列。Industry observers say that rapidly growing demand for screens of 42 inches and above is an important reason why major Chinese and international TV manufacturers are entering the plasma industry. Since the second half of last year, Panasonic and Samsung have introduced 58-inch plasma televisions. This year, Changhong and Samsung have even included 50-inch plasma sets among products eligible for the rural home-appliance subsidy program.
此外，为适应平板电视逐渐向轻、薄过渡的行业趋势，今年3月初长虹推出的一款63英寸等离子电视机身厚度仅4厘米，比市场上许多LED电视还要纤薄。To keep pace with the industry's shift toward lighter and thinner flat-panel televisions, Changhong introduced a 63-inch plasma TV in early March that is only 4 centimeters thick—slimmer than many LED televisions on the market.
消费者是真正的上帝。不久前发布的《中国城市平板电视消费者需求状况调研报告》指出，与液晶电视用户70%的二次购买意愿相比，在二次购买平板电视的消费者中，等离子电视用户中有87%仍然会选择等离子电视。等离子电视用户的忠诚度高于液晶电视用户，这让等离子电视生产商信心倍增。Consumers are the ultimate judges. The recently released Survey of Flat-Panel Television Consumer Demand in Chinese Cities found that, among consumers buying another flat-panel television, 87% of plasma TV users would choose plasma again, compared with a 70% repurchase intention among LCD TV users. Higher customer loyalty has greatly increased plasma TV manufacturers' confidence.
先天优势冲出舆论之劣Inherent Strengths Against an Unfavorable Public Image
虽然“等离子市场环境准确一点说是舆论环境相当恶劣”，但消费者用“87%的二次购买意愿”最能说明等离子电视自身的优势。专家介绍说，大部分销售人员所说的“液晶电视好，等离子电视是淘汰产品”的宣传是误导消费者的，等离子电视才真正能达到亮度适中、光线柔和，基色纯正、色彩自然，清晰流畅、动态画面不抖动拖尾，具有不可比拟的先天技术优势。Although “the plasma market environment—or, more precisely, its public-opinion environment—is extremely unfavorable,” consumers' 87% repurchase intention offers strong evidence of plasma televisions' advantages. Experts say sales claims that “LCD TVs are good and plasma TVs are obsolete” mislead consumers. They argue that plasma televisions offer moderate brightness, soft light, pure primary colors, natural color reproduction, sharp and smooth images, and motion without judder or trailing, giving the technology inherent advantages that are difficult to match.
在普通消费者的意识里，亮度越高，看起来越清晰。但数字电视标准符合性检测中心张素兵指出，过分追求高亮度并不合理，亮度过高会使人感到刺眼或产生目眩，较细微的地方也会因此而看不清，容易产生眼睛疲劳。等离子电视的亮度虽没有液晶电视高，但它会随平均图像电平(APL)的变化而变化，因而对比度高尤其是动态对比度高。Many ordinary consumers assume that higher brightness means a clearer picture. Zhang Subing of the Digital Television Standards Compliance Testing Center cautioned that an excessive pursuit of brightness is unreasonable: overly bright images can dazzle or cause dizziness, obscure fine detail and lead to eye fatigue. Although plasma televisions are less bright than LCD televisions, their brightness changes with average picture level (APL), producing high contrast, particularly dynamic contrast.
在色彩还原能力方面，等离子电视的色彩还原最准确，而液晶电视除红绿蓝三色外，混合色是不够准确的。In terms of color reproduction, plasma televisions reproduce colors most accurately, whereas LCD televisions are less accurate in mixed colors beyond the three primaries of red, green and blue.
在所有电视中，液晶电视拥有最慢的响应时间，导致播放运动图像时会产生拖尾，动态清晰度较差，图像模糊。而等离子电视基本无拖尾，动态清晰度高，明显优于液晶电视。因此等离子技术较液晶技术更适合显示运动图像。而且，在平板电视机中等离子具有最宽的可视角，更适合一家人在客厅里共同观看。Among television technologies, LCD televisions have the slowest response times, causing trailing in moving images, lower motion resolution and blurred pictures. Plasma televisions have virtually no trailing and high motion resolution, clearly outperforming LCD televisions. Plasma technology is therefore better suited to moving images. Plasma also offers the widest viewing angles among flat-panel televisions, making it better suited to family viewing in a living room.
在高清和3D两种发展方向的应用上，等离子技术也更具竞争力。由于等离子电视拥有比较高的刷新率，而且在显示尺寸方面相比液晶电视更有优势，同时具备高对比度、高色彩度以及高动态清晰度等优势，都为显示3D画面提供了最佳的平台。此外，等离子电视所具备的动态解析度优势也直接解决了3D显示中的重影问题。Plasma technology is also more competitive in high-definition and 3D applications. Its relatively high refresh rate, advantages in screen size, high contrast, rich color and high motion resolution provide an excellent platform for 3D pictures. Plasma televisions' advantage in motion resolution also directly addresses ghosting in 3D displays.
事实上，等离子的技术优势已经在全球市场上得到了认可，目前在全球40英寸大屏幕电视市场上，等离子电视的占有率接近70%，占据绝对优势。Plasma's technical strengths have already been recognized worldwide. It currently holds nearly 70% of the global market for 40-inch large-screen televisions, giving it a dominant position.
3D促等离子阵营扩大3D Expands the Plasma Camp
2010年，以《阿凡达》热映和世界杯3D转播为标志，3D电视时代正式到来，松下、长虹两大等离子厂商纷纷宣布加大3D电视的出货比例，三星也加大了3D等离子电视的营销力度。In 2010, the success of Avatar and 3D broadcasts of the World Cup marked the arrival of the 3D television era. The two major plasma manufacturers, Panasonic and Changhong, announced plans to increase the share of 3D sets in their shipments, while Samsung stepped up its marketing of 3D plasma televisions.
来自液晶阵营的声音通常提出液晶电视与等离子电视在3D的应用上是没有区别的，但权威技术专家的技术上的解释是，液晶和等离子技术对于3D显示还是有差别的，最主要的是画面刷新率，因为在电视上要交替显示左右眼的内容，所以要实现相同的流畅效果，3D电视的刷新率必须是目前电视的2倍，但实际上由于液晶屏显示画面切换的问题，刷新率需要达到4倍。专家表示，液晶电视如果要支持3D显示，必须具有480Hz的刷新频率，即便如此也有可能不流畅。而且3D对响应时间上要求更高，等离子是微秒同步响应，液晶是毫秒响应，时间上差别悬殊。液晶电视在显示2D画面时，动态画面的拖尾情况不那么明显，但是在显示3D画面时，这些缺陷又被重新放大了。Supporters of LCD often argue that there is no difference between LCD and plasma televisions in 3D applications. Leading technical experts, however, explain that the technologies do differ, particularly in image refresh rate. Since a television must alternate images for the left and right eyes, a 3D set needs twice the refresh rate of existing televisions to provide equally smooth motion. In practice, because of the way LCD images switch, the refresh rate must be four times as high. Experts say an LCD television needs a refresh rate of 480 Hz to support 3D, and may still fail to deliver smooth motion. 3D also places greater demands on response time: plasma responds synchronously in microseconds, whereas LCD responds in milliseconds—a considerable difference. Motion trailing that is less noticeable in 2D LCD images becomes more apparent in 3D.
而刷屏率对于等离子技术不是问题，等离子电视一直采用的是子场驱动技术实现图像扫描，可以保证3D节目的流畅播放。就是说，2D时代60帧画面的等离子电视通过每帧10次子场高速扫描，实现单点对多点显像，子场频率实际上已经达到600Hz。这么高的频率完全可以支持3D显示了，因此3D等离子电视的成本要比3D液晶电视低很多，这一差距最终会惠及消费者。Refresh rate is not a problem for plasma technology. Plasma televisions have long used subfield driving to scan images, ensuring smooth playback of 3D programs. A plasma TV displaying 60 frames per second in the 2D era scans each frame ten times at high speed, using subfields to produce images from individual points to multiple points, giving it a subfield frequency of 600 Hz. This frequency readily supports 3D, so 3D plasma televisions cost much less than 3D LCD televisions, a difference that will ultimately benefit consumers.
与等离子技术不同的是，液晶技术是通过控制每行的偏振变化实现3D效果的，受到视角限制，只能平视屏幕才能获得最佳观看效果，躺着和侧卧着观看都会使画面变暗甚至变黑。3D等离子电视则完全不存在这个问题，消费者可以随心轻松观看。Unlike plasma technology, LCD technology creates the 3D effect by controlling polarization changes in each row. This imposes viewing-angle restrictions: the best image is obtained by looking straight at the screen, while viewing when lying down or on one's side can darken the image or even make it black. 3D plasma televisions do not have this problem, allowing consumers to watch comfortably in whatever position they choose.
市场研究机构DisplaySearch预测，从2010年到2015年，全球3D电视的市场销售额将从11亿美元增加到158亿美元，出货量将从120万台增至1560万台。来自卖场的信息显示，自6月份以来，在“世界杯”活动的刺激下，长虹欧宝丽等离子电视销量一直呈上升态势，尤其是在成都、重庆、上海、长沙等地销量增长明显。6月末，长虹推出了国产最大的58英寸3D欧宝丽电视，全面进驻全国各大卖场，一举改变了3D电视有市无货的局面。DisplaySearch forecasts that global 3D TV revenue will rise from US$1.1 billion in 2010 to US$15.8 billion in 2015, with shipments increasing from 1.2 million to 15.6 million units. Retail reports indicate that Changhong Obar plasma TV sales have continued to rise since June, boosted by World Cup promotions, with particularly strong growth in Chengdu, Chongqing, Shanghai and Changsha. In late June, Changhong introduced a 58-inch Obar 3D TV, the largest domestically produced model, across major retailers nationwide, addressing a shortage of available 3D sets despite market demand.
另一则来自中国数字音视频解码技术标准工作组的消息称，中国拥有完整知识产权的3D电视系统已经制定完成，正待工业和信息化部、国标委等国家相关部委的批复，这标志着困扰3D电视发展的标准问题即将得到解决。在此之前，家电专家罗清启等普遍认为标准问题是影响3D在中国发展的关键环节。According to another report from China's Audio Video Coding Standard Workgroup, a 3D television system with fully Chinese-owned intellectual property has been completed and is awaiting approval from relevant national authorities, including the Ministry of Industry and Information Technology and the Standardization Administration. This signals that standards issues hindering 3D television development may soon be resolved. Previously, appliance experts including Luo Qingqi had widely regarded standards as a critical factor in the development of 3D television in China.
“中国人想干一件事情，没有干不成的！”虹欧公司制造部副部长、国家发改委新型电子元器件及材料核心基础产业化专项《等离子显示屏用无铅电子浆料的开发及产业化》项目副组长王鹏年如此自信地说道。“When Chinese people decide to do something, there is nothing they cannot accomplish!” said Wang Pengnian confidently. He is deputy head of manufacturing at COC and deputy leader of the Development and Industrialization of Lead-Free Electronic Pastes for Plasma Display Panels project, part of a National Development and Reform Commission program for the industrialization of core foundations in new electronic components and materials.
“解痛”平板产业Addressing the Flat-Panel Industry's Pain Points
站在使用者的角度看，“优”是主要的选择标准。而站在国家战略的角度看，自主知识产权和核心竞争力是中国平板电视产业发展过程和现状中的最“痛”处。From a user's perspective, quality is the main criterion. From a national strategic perspective, however, independently owned intellectual property and core competitiveness have been the most painful shortcomings in the development and current state of China's flat-panel television industry.
在经历了“缺芯少屏”的境地后，中国的彩电企业纷纷投资建设自己的液晶面板生产线，但这同样难逃日韩企业的“插足”。据悉，目前国内在建的液晶面板生产线吸引了包括日东光电、DNP等日韩巨头的投资。因此，这些投资的利润依然会被日韩巨头拿走。“在液晶面板的成本中，材料成本占比高达75%。”DisplaySearch研究总监张兵表示。而在目前国内已建和在建的液晶面板生产线的上游配套企业中，80%以上并非中国内地企业，换句话说，韩国、日本和我国台湾的面板巨头们基本上控制了上游企业。After experiencing shortages of chips and panels, Chinese television manufacturers began investing in their own LCD panel production lines. Yet Japanese and South Korean companies remained involved. LCD panel lines under construction in China have attracted investment from companies including Nitto and DNP, meaning that profits from these investments will still flow to Japanese and South Korean giants. “Materials account for as much as 75% of the cost of an LCD panel,” said Zhang Bing, research director at DisplaySearch. More than 80% of upstream suppliers supporting China's completed and planned LCD panel production lines are not mainland Chinese companies. In other words, panel giants from South Korea, Japan and Taiwan largely control the upstream businesses.
家电专家罗清启在走访市场时对此感触颇深：“有人要用‘屏’卡中国的脖子，挟屏令天下，没有屏就得趴下。”但他并不灰心，“民族的企业需要我们全民族的支持。以前之所以有很多企业退出等离子电视市场是因为多数企业没有核心技术，是加工型企业，所以转投液晶电视市场。”PDP权威学者严群也同意上述观点：“厂家一般都是生产什么吆喝什么，液晶厂家为了提高自己的市场销售量，只能违心地说等离子电视是快淘汰的产品。事实上，PDP是正在逐步进步、更新的技术，而不是相反。”Appliance expert Luo Qingqi was struck by this during market visits: “Some want to use panels to keep China in a stranglehold, controlling the market through panel supply. Without panels, you are brought to your knees.” Yet he remained optimistic: “Our national enterprises need support from the whole nation. Many companies previously left the plasma TV market because they had no core technology and were essentially assemblers, so they switched to LCD.” PDP scholar Yan Qun agreed: “Manufacturers usually promote whatever they make. To increase sales, LCD manufacturers say against their better judgment that plasma televisions are nearly obsolete. In fact, PDP is a technology that is steadily advancing and being renewed, not the reverse.”
好在中国政府在政策层面也清醒地认识到了这一点。近几年来，中国政府开始有意识地推动等离子产业的国产化步伐，比如给国内的银电极材料、荧光粉材料、氧化镁保护膜材料、滤光膜等生产企业一定的扶持资金，鼓励其发展等离子电视配套产业等。Fortunately, the Chinese government has recognized this at the policy level. In recent years, it has deliberately promoted domestic production in the plasma industry, for example by providing support funds to Chinese producers of silver electrode materials, phosphors, magnesium oxide protective films and optical filter films, encouraging the development of supporting industries for plasma televisions.
“长红的造屏路不是中国彩电业的选择，而是代表了国家的选择，中国彩电的蓝海只有一条路，即在技术上追赶。”彩电专家罗清启如是说。“Changhong's path into panel manufacturing is not merely a choice by China's television industry; it represents a national choice. There is only one route to new opportunities for China's television industry: catching up technologically,” said Luo Qingqi.
的确，“中国的企业如果不像长虹这样真去造屏，中国彩电业永远会恐日并恐韩。”罗清启补充说。“Unless Chinese companies genuinely manufacture panels as Changhong does, China's television industry will always remain apprehensive about Japan and South Korea,” Luo added.
但长虹在等离子显示项目上的坚持和不断进取并非一蹴而就。2007年4月28日正式开工建设的长虹新型等离子显示屏项目在一年后便遭遇了“5·12汶川地震”，但在一年后的2009年4月22日，长虹便克服了重重困难，中国第一条自主建设的、拥有自主知识产权的国际最新一代新型等离子显示屏生产线正式进入量产阶段。9个月后，长虹宣布，我国首条拥有自主知识产权的42英寸以上平板电视面板生产线实现全面量产，产品月综合良品率达到国际先进水平的80%以上，单日最高产品综合良品率达到91.21%。长虹同时宣布启动等离子面板扩能增量工程建设项目，产能在现有基础上提升至300万片。Changhong's persistence and progress in plasma displays did not come overnight. Construction of its new plasma display panel project formally began on April 28, 2007, only for the project to be hit a year later by the May 12 Wenchuan earthquake. Despite these difficulties, on April 22, 2009, China's first independently built production line for the latest generation of new plasma display panels, with independently owned intellectual property, entered mass production. Nine months later, Changhong announced full-scale mass production on China's first independently owned flat-panel display production line for screens larger than 42 inches. Its monthly overall yield had reached an internationally advanced level of more than 80%, with a peak daily overall yield of 91.21%. Changhong also announced an expansion project to raise plasma panel capacity to 3 million units.
300万片产能表明长虹已成为全球排名前三的等离子面板制造商。Capacity of 3 million panels places Changhong among the world's three largest plasma panel manufacturers.
关键问题的背后Behind the Key Issues
“目前PDP产业在中国发展的关键问题是成本问题。”家电专家罗清启认为。本土化是等离子显示产业发展的重中之重，因为液晶电视的产业链掌握在外资手中，国产化更难，相比而言，等离子产业链本土化更为现实。这就需要国家继续加大政策扶持力度和资金投入力度，产业链上的各相关企业也要增强信心，加大技术研发投入力度，提高竞争力。“The key issue for PDP industry development in China today is cost,” said appliance expert Luo Qingqi. Localization is the top priority. Because foreign companies control the LCD television supply chain, domestic substitution is more difficult; by comparison, localization of the plasma supply chain is more realistic. This requires continued government policy support and investment, as well as greater confidence, research and development investment, and competitiveness among companies throughout the supply chain.
在正式量产的同时，以长虹为首的国内企业已形成完备的基础技术研发、产品技术研发、工艺技术研发等多层次的研发体系，在材料、器件、工艺、检验检测等领域取得一大批技术成果，并确定以新型等离子显示屏为核心建设中国等离子产业集群，实现原材料和元器件国产化、工艺设备国产化、基础技术研究本土化，建立完善的国内等离子产业支撑体系，取得持续的成本优势和技术优势，形成包含一大批上游化工、微电子、半导体、平板显示用玻璃等完整的本土化等离子产业链。这意味着中国企业终于登上了全球平板电视产业价值链的最高端。As mass production begins, Chinese companies led by Changhong have established a complete, multilayer research and development system covering fundamental technologies, product technologies and manufacturing processes. They have achieved numerous technical advances in materials, devices, processes, inspection and testing, and have committed to building a Chinese plasma industry cluster around new plasma display panels. Their aims are domestic production of raw materials, components and process equipment; localized fundamental research; a complete domestic support system; sustained cost and technological advantages; and a fully localized plasma supply chain encompassing upstream chemicals, microelectronics, semiconductors and flat-panel display glass. This means Chinese companies have finally reached the top end of the global flat-panel television value chain.
最让长虹有信心的是，除了产业链的本土化外，还在于他们的等离子研发团队已经具备了可比肩国际领先水平的开发能力。Alongside supply-chain localization, Changhong draws its greatest confidence from a plasma research and development team whose capabilities can match international leaders.
实际上，长虹的等离子技术研发团队从1997年就开始研究等离子显示技术，至今已经有13个年头。目前，长虹等离子研发团队超过200人，拥有多项核心技术和约600项专利，绝大多数为发明专利。Changhong's plasma technology team began studying plasma displays in 1997 and has now been working in the field for 13 years. It currently has more than 200 members, several core technologies and approximately 600 patents, the vast majority of which are invention patents.
在等离子显示领域，最关键的是两项技术——— 高光效技术和降低成本的相关技术。具有高发光效率的等离子显示屏在带给消费者更舒适精彩的视觉体验的同时，更可节约能耗；而对生产者而言，高光效就意味着产品的市场竞争力。致力于关键技术突破的长虹技术团队正走在世界的最前列。“2010年可以说是PDP技术的关键突破年。等离子的发光效率正以30%到50%再到100%的速度在提高。PDP整机功耗在过去3年内以35%的速度在递减，今年已接近液晶电视功耗的水平，2012年内将能达到能源之星5.0的标准。”谈到这些，严群非常自豪。The two most important technologies in plasma displays are high luminous efficiency and cost reduction. High-efficiency plasma panels offer consumers a more comfortable and vivid viewing experience while saving energy; for manufacturers, high luminous efficiency means greater market competitiveness. Changhong's technical team, focused on breakthroughs in these key areas, is working at the forefront internationally. “2010 can be described as a year of major breakthroughs in PDP technology. Improvements in plasma luminous efficiency are progressing from 30% to 50% and then to 100%. Power consumption of complete PDP televisions has been falling at a rate of 35% over the past three years. This year it is close to LCD television levels, and it will meet Energy Star 5.0 requirements during 2012,” Yan Qun said proudly.
除关键性技术的创新研发外，长虹等离子项目组还在着手牵头制定等离子的三项国标。（摘自《中国电子报》）Beyond research and development in key technologies, Changhong's plasma project team is also taking the lead in drafting three national plasma standards. (Excerpted from China Electronics News.)