'The TV industry is currently in a state of saturation. However, OLED TV has brought new value to the market and will become a breakthrough in the display industry.' A color TV expert said in an interview with a Beijing Business Daily reporter recently.
According to relevant data, in 2017, China's color TV retail sales reached 47.52 million units, down 6.6% year-on-year, the largest decline since 2003. At the same time, color TVs are booming in the high-end market.
When it comes to the high-end market, the performance of OLEDs has to be mentioned. IHS data shows that last year, in the high-end TV market of more than $2,500, OLED TVs accounted for 51.3% of the world's total, accounting for half of the total, surpassing LCD TVs for the first time. And this number is in 2015. Only 15.5% in the year and 35% in 2016.
It is precisely because of the development prospects of OLED TVs that various colorful manufacturers have begun to deploy. Beijing Business Daily reporters saw in the appliance store that Philips TV launched a one-month summer promotion and launched the 'buy OLED selection Philips. TV's slogan. It is understood that in 2016, Philips launched the world's first OLED TV with ' Ambilight'. At present, the main push is Philips POD9002/T3 and Philips 55OLED783/T3 two TV products, of which Philips POD9002/ T3 is a voice-activated TV with artificial intelligence gene. In the first half of the year, the sales of the company made it a hot-selling user in the pursuit of quality. The Philips 55OLED783/T3 is an entry-level product that pursues cost-effectiveness.
The relevant person in charge of Philips told the Beijing Business Daily that in the television industry, the name Philips represents both internal and external repairs. Recently, the sales in the European market are hot, and the Philips OLED TV, which won a large number of foreign media, will be officially launched. China, this product also won the ESA (European Audiovisual Association) most worth buying OLED TV Award and IFA (Berlin International Consumer Electronics Show) best product - best TV award, while continuing the brand minimalist European aesthetics, with Philips' unique technology and solidified Philips' competitive advantage in the high-end big screen market through a complete OLED product line.
According to HIS data, next year, China's OLED TV will continue to maintain rapid growth, up 115.5% compared with 2018. By then, China will become the only region in the world with OLED TV growth rate exceeding 100%. In order to seize the Chinese market, at the end of last year, LG Display confirmed that it will build another world-leading 8.5-generation OLED TV panel production line in Guangzhou with a monthly capacity of 60,000 pieces (glass substrate benchmark), which is expected to be mass-produced in the second half of next year.
Industry observer Hong Shibin said that at present, under the situation that the overall demand has reached saturation, if TV manufacturers do not want to fall into the trap of price war, they can only seek new value and develop high-end market, thus making new breakthroughs.