Following the 90 billion yuan investment plan by the end of July, the market recently came the LG Group will increase investment OLED display news.
According to reports, LG Group will invest 19 trillion won (about 113.1 billion yuan) in 2018 for advanced technology and development equipment, an increase of 8%, of which at least 10 trillion won investment for the study of autonomous driving, OLED Display and biotechnology.
For the new investment plan, LG Display (hereinafter referred to as 'LGD') did not give a clear answer to the China Business newspaper reporter, said only that the next three years will focus on OLED, invested about 120 billion yuan.In addition, LGD revealed that in Guangzhou to build large-size OLED production line issue, the current South Korean government is still under review.
LGD is currently increasing the production capacity of OLED panels.LGD relevant person in charge recently told the media that the OLED panel production capacity will increase from 1.8 million in 2017 to 6 million in 2020.
According to the surveyed respondents, the increase in capacity of LGD still can not solve the problem of shortage of OLED TV panels, and more panel makers must appear.In addition, under the situation of sustained and substantial growth of sales, the competition of OLED TV in China will enter into the outside War civil war ', that is, the dispute between the OLED TV and the quantum dot TV, into the competition between OLED TV brands to grab more market share.
Three years into 120 billion layout OLED industry
For the 900 billion yuan investment plan, from LGD's previous response, it plans to increase its investment in large-size and small and medium size OLED production lines in South Korea by 2020 based on the existing investment, estimated at 7.8 trillion won , A total investment of up to 15 trillion won (about 900 billion yuan).
In the field of large-size OLEDs, LGD will invest 2.8 trillion won to build 10.5 generation OLED production lines, including the large-scale OLED production line currently in Guangzhou with a total investment of 5 trillion won. In addition, in the field of small and medium size POLEDs, It will invest 5 trillion won to build a 6-generation POLED production line, including the ongoing investment, with a total investment of 10 trillion won.
Regarding the new investment plan mentioned in the above report, LGD has not given a clear reply to reporters recently. It only said that it expects to invest 20 trillion won in focusing on OLED in the next three years.
And for investment in Guangzhou to build large-size OLED production line progress, LGD told this reporter that the current South Korean government is still under review.It is worth mentioning that, LGD and Guangzhou increasingly close contact.November 30, LGD world's second OLED interactive visual experience project 'Canton Tower OLED New Horizon' unveiled in Guangzhou Tower. LGD President Lu said that through this project, OLED will speed up the popularity in China.
'Currently the world only LGD supply OLED screen panels, panel shortage is the most fundamental factor restricting the development of OLED TV.' Appliance industry observers Liu Buchen told reporters that in 2017 the global OLED TV panel production may reach 1.2 million in 2018 will grow to 1.8 million units.
Liu Buchen previous author analysis said LGD cast in Guangzhou to build large-size OLED production line, rather than simply to China as a product sales, for LGD significant, to achieve 'real estate sales' and greatly enhance product competitiveness.
In addition, Liu Buchen believes that there may be another layer of LGD consideration, must grab the BOE in the initial large-size OLED panel production capacity before the formation of the actual capacity to complete the layout of the Chinese market, or may be BOJ's strong attack.
Currently, LGD is still the sole supplier of OLED TV panels in the world, which told this reporter that it expects sales of 1.7 million in 2017 and 2.5 million to 2.8 million in 2018. It is estimated that the sales of OLED panels will account for a total of Sales of 50% .Lv Xiangde recently revealed to the media, LGD's OLED panel production capacity in 2017 up to about 180 million, 2018 will be expanded to 3000000, while in 2020 the production capacity will reach 6000000.
Liu Buchen told this reporter, the domestic panel makers BOE currently has the production of large-size OLED TV panel technology, but does not have the ability to mass production. 'Even if LGD increase investment to increase production capacity, still can not solve the problem of panel shortage. There are more panel makers that must address the fundamental issue of OLED TV. '
Domestic OLED TV will enter the brand competition period
As a rising star in the TV market, OLED TVs are on the fast-growing upward path.
According to the report, according to HISMarkit forecast, the global OLED TV revenue in 2017 will substantially increase by 71%, while OLED TV shipments will rise from 723,000 in 2016 to 6.6 million in 2021. In addition, 2019 Annual OLED TV in more than 1,000 US dollars high-end TV market, accounting for nearly 60%.
In the aspect of OLED TV, China plays a decisive role in the major color TV markets in the world.OvY cloud network data show that in 2016 the global color TV shipments of 2.3 million units, an increase of 0.75%, China's color TV shipments Occupy 26% of the global market share.
In addition, in the first half of 2017, the sales volume of China's OLED TV market surged by 96% YoY, significantly faster than the global average, and the growth rate was much higher than the 44% growth rate of major competitors' QDTV.
It is worth mentioning that the latest data also show that OLED TV sales in China is gradually increasing.From January to August 2017, OLED TV retail volume every month to maintain rapid growth, an increase of more than 100% over the same period There are 5 months, of which 234% year on year in August.
Orville cloud data is expected in the Chinese market in 2017 the scale of retail sales of OLED TVs will be more than 100,000 units, an increase of more than 100% from 2018 to 2020, with the supply chain in the industry increased, and consumer acceptance increased, It is expected that there will be more than 300,000 annual increases. After 2020, large-screen OLED production capacity will be further released and it is probable that it will enter the outbreak of scale.
In the meantime, Zhongyi Kang also optimistic about the growth of OLED TV in the country.YeKang said that from 2017 to 2020, the Chinese market OLED TV sales were expected to 180,000 units, 550,000 units, 150 million units, 250 Million units.
In 2017, the TV industry was regarded as the year of the outbreak of OLED TV. A few TV brands entering the industry from now to the present more than 10, including LG, Skyworth, Konka, Changhong, Sony and Philips.
It should be noted that different brands show different developments in the market.According to Orville cloud network monitoring data show that from January to August 2017, the number of OLED TV models sold in China is 46. Among them, the LG machine The largest number is 21, followed by Skyworth model number 9, Konka model number 7, Changhong model number 4, Sony model number 3, Philips model number 2.
However, in the OLED TV market in China, Skyworth's retail volume reached 39% from January to August 2017, much higher than other brands, with LG TV having a relatively small share of the overall TV market in China and offline retail sales in June 2017 The amount in the domestic TV market ranked tenth, accounting for only 1.2%. However, in the OLED TV this sector, LG TV 1 to August market share reached 23%, after Skyworth In addition, Konka, Sony, Changhong and Philips Of the market share of 14%, 13%, 8%, 2% respectively.
Liu Buchen analysis of this reporter said that from the beginning of landing in China in 2013, OLED TV sales growth has been fast, not only began to erupt in 2017. 2017 sales growth should be more than 80%, but overall, Sales volume is still too small. By 2018, OLED TV sales in the Chinese market is estimated to remain at about 60% growth rate will still exceed the global growth rate, but the premise is the supply of OLED TV panels to keep up.
As for the competitive situation of the OLED TV market in China, Liu Buchen pointed out to this reporter: 'Before 2017, enterprises mainly cultivate the OLED TV market and will turn civil war in 2018 into a civil war. That is to say, the OLED TV consists of a Competition, into the competition between OLED TV brands to grab more market share.