The color TV industry in 2017 is bleak, but there are also bright spots in the bleak, that is, the rapid growth of OLED TV performance.
According to IHS data, in 2017, in the high-end TV market of over US$2,500, the global share of OLED TVs reached 51.3%, accounting for half of the country's total, surpassing LCD TVs for the first time. This figure was only 15.5% in 2015 and 2016 was 35%. IHS expects that in the high-end market, OLED TVs will continue to maintain high-speed growth. In 2018, OLED TVs will increase to 70.7% in the high-end TV market of over US$2,500, becoming an absolute mainstream.
Skyworth's financial report mentioned that the sales of OLED TVs are the top contributors to the significant increase in sales of Skyworth's high-end product lines. Gao Qiaoyang, chairman and president of Sony China, also frankly, revived the Sony TV business and focused on the development of OLED TVs. Great relationship. The high-end market led by OLED has become the key to gaining profits for manufacturers. Therefore, even companies that have been hesitant have begun to invest in the OLED market. As of 2018CES, 13 mainstream color TV companies have joined the OLED industry worldwide. Faction. Mr. Li Shangxun, vice president of marketing and marketing of LG Display Television Division, recently said in an interview with this site that there will be a Chinese company and a Japanese company joining the OLED camp in 2018. The Chinese national grid confirmed that the Chinese company It is Hisense. Once the brand that has eagled out OLED technology is still immature, it is now a complete repentance. In this world, it can only take advantage of the situation.
Mr. Li Shangxun, Vice President of Marketing and Marketing, LG Display Television Division
The battle between quantum dots and OLEDs has long been on the horizon. From the perspective of high-end markets, the balance of victory really began to tilt towards the OLED camp.
When 'TV' is no longer 'TV'
It is well known that the OLED panel has a simple structure, can be self-illuminated and can be flexibly bent, and can also transform the edges into various forms. Do not underestimate the changes in form, people abandoned the 'straight' 90-year CRT TV, not because Unable to tolerate its heavy weight? After more than a decade of flat-panel television, OLED has brought us more possibilities for change, but also made people have exclaimed again and again.
LG Electronics's first launch of the wallpaper TV made people exclaim that the original TV could also be a picture. Instead of using the word wall hanging, it is used instead.
Sony first launched the CSO onscreen TV. People exclaimed that they could also have a TV without a horn, and the sound effects were so immersive.
OLED features make panel happening
LG Display launched a prototype of a curlable TV at this year's CES. People are completely mad. The original TV could be closed when it wasn’t watching, and Zhang was out of date. Now it is a roll.
The TV is slowly rising from the base, is it cool?
Mr. Lee Sang-hoon said, 'Last time we talked about television, we no longer used the term 'television', because it can have many other uses and forms of presentation besides 'television'.
The term 'TV' is no longer sufficient to describe the new forms of OLED technology brought to the old industry of television. It seems that even the small icons of TVs in various chat softwares need to be changed. Li Shangxun said that the potential of the OLED market can be said It's infinity, I think it's still up to 10%.
Never had a technology evolved so quickly
There is no perfect technology in the world, so there is a constant change. OLED TVs have been available for 5 years, however, LCD has been popular for nearly 20 years.
In addition to its own characteristics, it does not need to go to the perspective of customer service, speed, etc., it has been criticized for its longevity, and the burn screen and yield rate are rapidly improving. In 2016, OLED TV life has been ensured over 50,000 hours if viewed daily. 8 hours, can be used for more than 17 years. In August of the same year, LG Display announced the adoption of a technology to improve the image quality and improve the characteristics of components, plus automatic detection of pixel state after the automatic refresh technology, OLED screen sintering phenomenon has been completely overcome. 2017 In November, the yield of large-size 4K OLEDs has reached 90%. It is necessary to know that the yield of 2K OLEDs was only 80% three years ago.
In the 2018 TV industry, another hot word, 8K, OLED has also been catching up.
On January 1, 2018, LG Display announced that it has successfully developed the world's first 88-inch 8K OLED panel and demonstrated it at CES.
Yin Rongrong, director of the LG Display Institute, explained in an interview that since OLEDs have self-luminous characteristics, they do not need a backlight, and each pixel can control the brightness of its own, so it will not be reduced due to a decrease in the aperture ratio. It can be very easy. Realize 8K ultra-high resolution display. In addition, LG Display's unique innovative panel design, detailed process and compensation technology have also become a further guarantee of 8K display technology.
LG Display 88" 8K OLED Panel
In contrast, due to the non-self-emissive characteristics of LCDs, as the pixel size becomes smaller, the light transmittance decreases rapidly, so it is only possible to rely on the backlight source to ensure the performance. If the LCD wants to achieve the same brightness as the OLED, it will result in the backlight. The cost and power consumption increase rapidly. In other words, the OLED technology has more advantages in cost and power consumption in 8K.
Consumers change OLEDs are just right
In the fast-growing OLED demand, the Chinese market has played an important role in promoting. IHS data shows that from the second quarter of 2018, the number of Chinese OLED TVs will enter a period of rapid growth, among which, the second quarter of 2018 is expected to increase year-on-year. 118.8%, the third quarter of 2018 is expected to increase by 120.4% year-on-year. It is worth mentioning that the forecast of IHS also shows that in 2019, China's OLED TV will continue to maintain rapid growth, which is an increase of 115.5% over 2018. As the only region in the world where the growth rate of OLED TV exceeds 100%, the second fastest growth rate in Japan is expected to be 64.7%.
LGD begins to build an experience hall in the national market to allow new consumers to experience
Such rapid growth, the formal response to the reality of the reality of consumers watching television change the psychological needs. With the continuous increase in the purchasing power of Chinese consumers, the demand for audiovisual effects is also increasing, not only for TV screen size and display effect. Requirements have been continuously improved. The demand for televisions has also been increasing. The popularity of wallpaper TV has come from this. Following Sony, this year's CES domestic companies have all demonstrated CSO screen sound products, and CSO products are not only sound effects. Stronger, so interesting changes, but also become the straw that most consumers find in the new road.
Even a simple 'comprehensive screen' can cause a consumer revolution in the mobile phone industry. What kind of energy can erupt from consumers who are able to make a sounding screen and have a wall or a curled screen that is 'new and thirsty'?
China will be the core of OLED development
'In March this year, OLED TV panels have seen a 30% shortage of supply and demand.' South Korea's KB Securities analysts said that increased demand may cause OLED panel prices to rise. The data provided by IHS analysts also confirmed this trend. He said that OLED TV The size of the panel market will increase substantially. The demand volume in 2018 will soar from 1.7 million in 2017 to 2.9 million, and by 2021 is expected to reach 9 million.
With the rapid growth of OLED TVs in China and the overall trend of oversupply, satisfying the needs of the Chinese market has become an important issue for the development of OLED TVs in the future. Therefore, LG Display, the main manufacturer of OLED TV panels, has also continued to invest in China. At the end of last year, LG Display confirmed that it will build a world-leading 8.5-generation OLED TV panel production line in Guangzhou.
According to Li Shangxun, vice president of marketing and marketing of LG Display's TV Division, the factory has a monthly production capacity of 60,000 units (a glass substrate benchmark) and is expected to be in volume production in the second half of 2019. This is the first overseas OLED panel production line after Korea. LG Display China will become the world's second OLED TV panel production base after the completion of the 8.5 generation OLED plant in Guangzhou. This will also drive the OLED peripheral upstream and downstream industrial chains to take root in China, making China one of the core power sources for the future development of OLED industry.
Li Shangxun said: 'Our plan is that by 2020, OLED will account for 40% of OLED's total sales.'
In a comprehensive view, the characteristics of OLED technology are obviously different from that of LCD. There are thousands of changes in form to give TV industry a broader imagination. Consumer acceptance is getting higher and higher. Market data represents OLED. TV is bound to be the mainstream of the high-end TV market. With the efforts of LG Display and various colorful power companies, a golden era of OLED TVs has arrived. The trend is irreversible!