Recently, IHS Markit, a well-known market research organization, recently released a report on the status of global TV shipments in the first quarter. According to the report, global TV shipments in the first quarter of this year increased by 7.9% to 50.6 million units, among which, OLED TV shipments. Compared to the increase of 115.8% to 470,000 units, in the high-end market, OLED TVs are occupying more market share, but Chinese companies still do not have the right to dominate, and there are not many advantages.
OLED TV suddenly rises
Last month during the promotional period of May 1st (4.9-5.6), the survey data of China Yikang Market showed that the retail volume of the TV market was 3.94 million units, with sales of RMB 12.5 billion, which was a decrease of 12.4% and 26.1% year-on-year, respectively. In this situation, the wave of consumption upgrades has caused OLED products to rise suddenly.
The data show that in the period of May 1st, the performance of Quantum-dot TVs and curved-surface TVs was not optimistic. The penetration rate of Quantum-dot TV channels decreased by about 20%, and the penetration rate of online channels under curved-surface TVs decreased. 46%, in contrast, OLED TV performance is more eye-catching, in the context of a downturn in the macro environment, the penetration rate of all channels has risen, and the penetration rate of online channel channels has increased by 83% and 100% respectively. %, the highest increase in history, becoming the fastest growing TV category.
IHS expects that from the second quarter of this year, China's OLED market will enter a period of rapid growth, the year-on-year growth is expected to reach 118.8%; the third quarter is expected to grow by 120.4% year-on-year, becoming the fastest growing market in the world; and in the high-end TV of $ 2,500 In the market, the percentage of OLED TVs will reach 70.7% by the end of 2018, becoming an absolute mainstream.
OLED camp is quietly expanding
Sony's 2017 fiscal year report showed that sales revenue of home entertainment and audio services (HE&S) owned by color TV business increased by 18% year-on-year to 12227 billion yen. Operating profit increased by 27.3 billion yen to 85.8 billion yen. Of these, Sony 2017 The overall TV revenue for the year increased by 21% compared to 2016, while the OLED TV contribution rate reached 8%. Analysts believe that the main reason for the double increase in sales revenue and operating profit of Sony is the improvement of the product portfolio, especially to the height of OLEDs. The change of value products makes it occupy a more leading market position.
In contrast, Samsung, the world's largest color TV company, suffered a 34% year-on-year drop in sales during the 51st of this year due to the lack of OLED TVs. Samsung’s share of the global high-end TV market has gradually declined in recent years. It dropped from 54.7% in 2015 to 18.5% in 2017.
Ross Young, CEO of Display Supply Chain Consultants, a market research company, said that the dramatic increase in the share of OLED TVs in the high-end TV market is a direct result of its outstanding image quality. OLED and QLED quantum dot technology competition over the past few years Look, OLED TVs produced by Sony, LG and other brands are favored by consumers because of their excellent audio and video performance and more eye-catching appearance design.
According to the data from the last sales promotion period during the May Day period, China Yikang's research shows that Skyworth has occupied 42% of the total low to mid-range OLED market between 10,000 and 20,000 yuan, while Sony firmly holds 10,000 to 30,000 yuan. In the mid to high-end market, shipments from April 2 to May 6 accounted for 40% of the national OLED TV market, an increase of 122% year-on-year, and sales accounted for 54% of the national OLED TV market, a year-on-year increase. 69%.
At present, more and more complete machine manufacturers are joining the OLED camp. From the end of 2017, OLED camps have expanded to Philips, including Japanese manufacturers such as Sony and Panasonic, Korean manufacturers such as LG Electronics, and major Chinese manufacturers such as Skyworth, Changhong, and Konka. A total of 13.
Among domestic manufacturers, Skyworth entered the OLED camp earlier, so it took a certain lead. It is worth noting that in the second half of this year, two brand manufacturers will join the OLED camp, and the industry is generally considered to be Hisense and Toshiba.
OLED TV prices 'beyond'
Recently, Suning teamed up with Skyworth's first OLED TV new 55R8U, whose price has been less than 10,000 yuan and is 9999 yuan. This is the first 4K artificial intelligence OLED TV product in the OLED TV market that has fallen below 10,000 yuan.
In the middle of the year, the e-commerce giant started to promote OLED TVs as the focus of promotion for Suning. Last year, Suning continued to build an OLED innovation technology experience center throughout the country, and took advantage of the experience of more than 4,000 stores offline to create nearly 100 OLEDs. High-end product experience area, analog home scene. 'More than 50% of OLED TVs are sold by Suning Channel.' Suning said.
Brands have joined, behind the platform to help sales promotion, is the OLED display technology in the consumer side gradually 'favored'.
With the development of the global economy, people's living standards have gradually increased, and the demand for TV panels has also increased. To meet the increasing consumer demand of consumers, OLED is the mainstream display technology in the new era after LCD, following CRT and LCD. In front of the user.
Compared with the previous two generations of display technologies, OLEDs have high brightness, high contrast, high definition, wide viewing angle, wide color gamut, etc. to achieve high-quality images, and are ultra-thin, ultra-light, low-power, and wide temperature characteristics. Meet the portable device's light, power saving, suitable for outdoor operation needs, and it has a unique advantage of self-luminous, strong plasticity.
Industry insiders told reporters that as OLED technology matures, the manufacturing cost of OLED panels is falling drastically. In the second quarter of last year, the production cost of 55-inch OLED panels dropped to 582 US dollars, which has fallen sharply compared to two years ago. 60%, the industry estimates that the cost will be halved in the first quarter of 2021, close to the cost of traditional LCD panels. It is precisely because of this trend that OLED TVs can enter more and more consumer households.
Chinese companies have no dominance in the high-end market
In the HIS report, in the first quarter of this year, the global TV market share (based on sales), Samsung Electronics was 28.6%, which won the top spot; LG Electronics and Japan Sony were respectively 17.9% and 9.1%, ranking second and third; Chinese companies TCL and Hisense were 5.8% and 5.3%, respectively, ranking fourth and fifth. The market share of 'Top3' mentioned above increased by 1-3% compared to last year, while the share of TCL and Hisense declined. Judging by the country to which the brand belongs, the Korean brand share is 46.5%, the Chinese brand is 21.5%, and the Japanese brand is 17.7%. The leading gap between Korean brands and Chinese brands has increased from 10 percentage points in 2016 to 25 percentage points.
Industry insiders pointed out that the above-mentioned gap is mainly due to the rapid expansion of the high-end TV market. Leading companies led by Samsung Electronics have introduced high-end market strategies and have technological advantages. Although Chinese companies have substantially increased production, most of them are low-end. No product, sales or profit can be compared with leading companies.
To be specific to OLED TVs, the only companies in the world that are capable of supplying large-size OLED panels are the Korean LG Display. Although Chinese panel companies have continued to expand in terms of output and scale, the main products are LCD panels, which still do not have large-scale production. The ability of the OLED panel, and it is difficult to make up for this short board in the short term.
Previously, LG Display related persons once told Nanfang Daily that the production of OLED panels is currently an economy of scale, which makes it possible to loosen the panel prices.
However, taking into account LG Display's supply capability and its advantageous position, from the perspective of supply shortage, it is difficult to see a clear and rapid drop in panel prices in a short period of time. However, the downward price of OLED TVs in the Chinese market means procurement. The whole machine manufacturer of the expensive price panel carried out profit in other links. From this perspective, the Chinese machine manufacturers in the OLED camp still have no dominant power and will also face the contraction of profits.
Related
LCD TV shipments reversed
According to reports from market research institutions, after experiencing a year-on-year decline last year, global LCD TV shipments in the first quarter increased by 7.5%, and the LCD TV market is now 'refreshing'. Among them, the Chinese market has the most fierce price competition, small-size LCDs. Is disappearing from the market.
LCD TV shipments increase by 7.5% in the first quarter
IHS Markit's report shows that in the first quarter of this year, global TV shipments were 50.6 million units, an increase of 7.9% compared to the same period last year. Among these, LCD TVs still firmly dominated, with shipments in the first quarter at 50.1 million units. , which accounted for 99% of all shipments, shipments increased by 7.5% compared to the same period last year.
Since the product covers three levels of low, medium and high, the shipment of LCD TVs is obviously higher than that of OLED TVs, but the growth rate is much lower than that of OLEDs at 115.8%. However, this increase 'reversed' the trend since 2017.
IHS Markit’s latest TV market tracking report tells us that in 2017, LCD TV shipments fell by 3.6%. The average retail price did not fall as expected, and it had a negative impact on the consumer demand in many places. However, the end of last year and this year The price cuts at the beginning of the LCD panel made the terminal market pricing more attractive in the first quarter, and before this year's World Cup, TV brands increased their shipments through promotional activities in some major emerging markets.
Chinese market prices are lowest in the world
According to IHS Markit's analysis, 'emerging markets like Latin America can see a strong seasonal response to the World Cup. Especially in Eastern Europe, during the World Cup held in Russia this summer, demand in the region is expected to rise.'
In terms of price, according to the new regional television price information provided by IHS Markit, in Latin America, the average selling price in the emerging market area is the highest. In the first quarter of this year, the television shipments in Latin America increased by 40% year-on-year, of which 50 inches and The above TV shipments have increased significantly. The results were obtained through surveys of more than 100 retailers in 34 countries.
Western European markets have the highest average selling price, which is more than 712 US dollars per inch. The price competition is not fierce. But in the Chinese market, the average selling price is the lowest in the world at 446 US dollars. Research institutions believe that the lower LCD panel prices make Chinese local brands Pricing competition is more intense.
Small size LCD is eliminated
It is worth noting that the report shows that in all the regions studied by HIS, the LCD TV products in the Chinese market have the largest average screen size of 47.3 inches.
Behind this result, is the consumption upgrade that appears on the Chinese market - large size LCD TV has already entered most families, and the share of small-scale LCD TV is shrinking constantly.
Recently, Wang Dongsheng, chairman of BOE Technology Group, said that in view of the future of the panel industry, companies with poor technology and innovation will continue to die. After this round of oligopolistic competition, production lines below 7.5 generations will be eliminated. It even predicts that. The future of the panel industry will be similar to that of the CPU and GPU industries, and eventually only three to five competitors will remain global.
Currently, BOE's panel shipments in the four major areas of smartphones, tablet computers, notebook computers, and LCD monitors are among the highest in the world. In the first quarter of this year, BOE's LCD TV panel shipments reached 12.5 million, surpassing that of LEK. Display (LG Display) and Samsung Display (Samsung Display), for the first time, ranked the world's largest.
Simply put, the lower the panel production line, the smaller the product size of the LCD panel produced. The old production line does not meet the high-precision and specification requirements of the modern panel, and has gradually become obsolete. Now, a -Si panel technology is ushering in the largest wave of factory closures.
With the continuous increase of new panel production capacity in China, the demand for the panel factory to reconstruct the old factory has emerged. The industry expects that there will be more 5th generation or older factories that have been transformed or shut down. Production lines below 7.5 generations may not be in the next few years. Completely eliminated, but the shutdown of the low-generation production line, reflected in the end market, will be the elimination of small-size LCD TVs.
Although the company has the largest average screen size of 47.3 inches in the eight regions covered by the report, the average price in the Chinese market is the lowest of US$446. Gagnon said: 'Lower LCD panel prices have made pricing competition for Chinese domestic brands more intense. "The Western European market has the highest average selling price, which is more than $712 per inch. Its price competition is not fierce. It is the second highest 4K group in the region.