OLED TV market: two issues of high price and production capacity need to be solved
The iPhone X with an OLED screen was finally released, but the use of OLED screens in the color TV market is very mature. At the "OLED grand meeting" held in the color TV industry a few days ago, a number of color TV companies that promote OLED technology and OLED panel supplier LG Display (hereinafter referred to as LGD) jointly explore the positioning and development trend of OLED in the future market.
Advantage
OLED promotes strong change in TV product plasticity
China Net Technology was informed that there are currently 13 companies that use OLED as mainstream products, including LG Electronics, Skyworth, Konka, Sony and Panasonic. For the reason why OLED is chosen, the ultimate ultra-thin is one aspect. The key is that the company itself has stronger plasticity for future product innovation.
LGD Staff Shows OLED Screen Bending (China Net Single Sign/Photography) LGD Staff Shows OLED Screen Bending (China Net Single Sign/Photo)
In the exhibition hall of the event, according to the LGD field staff introduced to China Netcom, the biggest advantage of the OLED screen is the folding bending and self-luminous characteristics, bending and folding can change the appearance of the TV, and the self-luminous is the ultimate ultra-thin Strong protection. It is understood that at the AWE show in April this year, LG has launched the concept of "wallpaper TV", and its thickness is only 2.75mm.
Peng Jianfeng, deputy secretary-general of China Electronic Video Industry Association, believes that OLED technology is very good and is in line with the development trend of the video industry. OLED has its own advantages of self-luminescence, high contrast and fast response, it does not need its own backlight source, and it can realize flexible advantages and can be used more widely.
Disadvantage
Productivity and high price pain points still need to be solved
Although Apple has sizzled OLED technology, OLED also has industry pain points that still need to be solved. Liu Buchen, an observer of the household appliance industry, believes that high prices and insufficient production capacity of OLED panels are two major problems that are facing in the OLED market.
In fact, the popularity of the OLED TV market is very slow and has long been known as a high-end color TV synonym. The reporter learned at the exhibition hall of the event that the price of a 65-inch OLED TV was approaching 25,000 yuan. According to Liu Buchen, the average unit price of OLED TVs is 2-3 times higher than that of LCDs of the same size. The price is too high to inhibit consumers' enthusiasm for purchasing OLED TVs.
However, in Liu Buchen's view, there is a causal relationship between high prices and insufficient production capacity of OLED panels. He pointed out that there are structural defects in the supply of OLED TV panels. LGD currently produces more than 100,000 OLED panels per month. The production capacity will be between 1.5 million and 1.8 million in 2017. It is expected to expand to 3 million in 2018 and further to 2020. Expanded to 6 million pieces. However, this capacity still cannot meet the market demand, because according to market data, the global total sales of color TVs reach 250 million units a year. When other companies have not yet formed the actual production capacity of OLED TV panels, even companies other than LGD (such as BOE) By 2020, it will be able to achieve 4 million OLED TV panel production capacities, and the global OLED TV panel will only have 10 million units of production capacity (corresponding to 10 million OLED TVs) at the time, accounting for only 4% of the world's total TV sales, and the proportion is very small.
Liu Buchen believes that the supply of OLED TV panels is single and the production capacity is insufficient, which directly restricts the orders of downstream machine manufacturers, and at the same time it is easy to form a monopoly on the panel, which makes it difficult to market prices. From an industry perspective, Peng Jianfeng believes that to solve the pain point of OLED market promotion, OLEDs need to use printing technology or a higher process to reduce costs and increase the penetration rate. The Deputy Secretary-General of the China Electronic Chamber of Commerce, Lu Zhibo, pointed out that this year's color TV market is expected to sell 160,000 units, but 4K OLED TV prices remain high, but once the market matures, prices will decline faster and faster.
future
OLED product market will continue to grow
In fact, TV industry is more advanced than OLED technology in the mobile phone market and the demand is higher than the latter.
According to publicly available data from AVC, the OLED color TV retail sales in the Chinese market in the first half of 2017 increased by 103% year-on-year, and the growth rate in July was as high as 167%. Chang Dong, the assistant chairman of the board of directors of Konka Group, stated at the summit forum: “China's color TV market has decreased by 7.5%, but OLED industry data has increased by 103%, and Konka’s sales data has increased by nearly 300%.â€
Tao Jinghai, general manager of the Black Power Division of Suning Yunshang Group, was also positive about the growing market demand. According to him, in the first half of this year, OLED products achieved a growth of 103%. From January to August, OLED TVs contributed more than 15% to Suning's performance.
Dong Min, vice president of AVC, pointed out that the penetration rate of ultra-high-definition television in China's color TV market reached 57.7% in the first half of this year, which is far higher than the global average. The average size of purchased TV is 47.4 inches, indicating that the Chinese consumer economy With enhanced capabilities, willingness to pay for product premiums, and more stringent demands on the product itself, OLED TVs are the color TV products that meet these groups.
As a representative of high-end color TV brands in the past, Xie Tao, president of Sony China Consumer Electronics Business, talked about the layout of OLED TV market from the perspective of PS4 home console players. Xie Tao believes that based on the advantages of OLED technology, Sony has great potential in the market combined with its own image processing advantages, and expands Sony's development channels in the OLED market. At the same time, with the Chinese home appliance consumer market farewell resolution phase, especially some Sony PS host game players will be willing to pay for some of the ultimate effect of quality to pay.
According to Lu edge wave, the future display technology will develop in a diversified manner. However, at present, OLED technology is mature and is moving from the laboratory to the market. In the future, as more complete companies and channel companies join in, the OLED market will come more and more. The bigger.
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