On the evening of December 28, the new flagship of Xiaomi 12 series was officially launched. As Xiaomi's masterpiece in 2021, people from all walks of life pay much attention to this product. Its founder Lei Jun even issued a warm-up message frequently on Weibo, saying that "Xiaomi 12Pro's iPhone 13 Pro Max, screen is about the same size, 33 grams lighter, and the feel is much better."
In recent years, due to the limited software upgrades of mobile phone products, more breakthroughs are made in the screen, lens and other hardware. This new Xiaomi product is also inked a lot on the screen. It is reported that Xiaomi 12 uses the AMOLED screen provided solely by TCL Huaxing, a subsidiary of TCL Technology (000100.SZ). Zhang Xin, vice president of TCL Huaxing and general manager of the display Innovation Center, told the Financial Associated Press that the Xiaomi 12 screen is in continuous technical progress, mainly in the display picture quality has been DisplayMate A+ certification, and created 15 records. With regard to the follow-up cooperation with Xiaomi, the person further revealed that the company has jointly developed more than 10 new technologies that will be used in mobile phones or other medium-sized products in the future.
Since Huawei was affected by the "stuck neck", Xiaomi quickly overtook around the corner and became the "new king" of domestic mobile phones. According to the 5G smartphone sales data released by Strategy Analytics in the third quarter of 2021, Apple currently ranks first, Xiaomi second, while Samsung is temporarily third, accounting for about 25 per cent of global 5G phone sales.
Compared with previous products, the screen of Xiaomi 12 has many bright spots. The first is high color depth and high contrast. Zhang Xin, vice president of TCL Huaxing, introduced to the Financial Associated Press: "this 6.28inch screen also has technical features such as 16000-level screen brightness adjustment, 12bit color depth, narrow frame and so on. The color depth of the industry is generally at the 10bit level, and this time it uses 12bit, which is especially aimed at the improvement of high-end display image quality. At the same time, it is also equipped with a comprehensive screen with a very narrow frame, with the left and right borders narrowing to 1.6mm, which is at the highest level in the industry. "
In addition, it has the function of protecting the eyes. "Xiaomi 12 does not come with an off-screen camera, but the display hole is also the narrowest in the industry, with a refresh frequency of 120Hz," Zhang said. Also with DC dimming, the brightness does not need to adjust the light and shade and use the DC way, which can relieve the visual fatigue of the eyes and be of great help to the eye protection. " It is said that in addition to Xiaomi, TCL Huaxing is also in contact with domestic and foreign head mobile phone brands.
Recently, it is a new peak for major mobile phone brands. Huawei and OPPO have also launched new products, without exception, they all spend a lot of effort on the screen. Looking at the whole mobile phone screen display market, the emergence of new technologies such as flexible screen and OLED screen makes the major panel manufacturers start a new round of competition.
"in terms of mobile phones, the growth of OLED share is a certain trend, and the market share and penetration will be higher and higher, which is a certain trend." TCL Huaxing COO Zhao Jun said to reporters.
Although it is a "general trend", Zhao Jun still believes that it is impractical for OLED to completely replace LCD. Zhao Jun said that in terms of cost, LCD has previous advantages in specific areas, including life and reliability, especially the cost advantage is difficult to be completely replaced by OLED. Zhao Jun said, "after OLED penetration reaches a certain share, it will form a relatively stable share and pattern of LCD and OLED. We also see that the application prospect of flexible OLED in mobile phones in the future is still good."
