In 2018, the OLED camp ushered in two new members, which means that 15 OLED TV brands have joined the OLED camp. More and more TV brands hope to establish a partnership with OLEDs because OLEDs help them. Occupy the high-end market, reshape the brand value, and break away from the current Red Sea industry. According to the IHS report, in 2017, the global high-end TV market of 2,500+ dollars, OLED accounted for 51.3% (35% in 2016), in the future, OLED TV will continue to occupy more high-end TV market share, and OLEDs will account for more than 70% in 2018.
At the '2018 OLED Summit” held recently, Skyworth, Changhong, Konka, Sony, Philips, LG Electronics and other six major color TV giants and representatives of mainstream channels and industry organizations gathered to discuss the development status and future of China's OLED industry. Trends, and witness the world's most advanced OLED technology achievements. As a panel supplier with OLED TV, LG Display has played a decisive role in this industry change. For the future development of the industry, LG Display is confident, think OLED It is the unstoppable trend!
Guangzhou OLED factory lays the foundation for future outbreak
LGD Guangzhou OLED factory has been the focus of attention from all walks of life. LG Display Greater China region president Yin Yusheng said that in order to ensure medium and long-term competitiveness in the display industry, LGD is actively shifting its focus from LCD to OLED. To this end, LG Display China and South Korea have invested in the same period, especially in Guangzhou, China, which invested 5 trillion won (about 6.7 billion US dollars) to develop OLED production lines. Its monthly production capacity will reach 60,000, and the maximum can reach 90,000. The second quarter of mass production as the goal, the construction of the frame structure.
President of LG Display Greater China Region
At present, Guangzhou has formed a cluster of LCD display industry around the panel factory, from raw material suppliers, module factories, to distributors, logistics. The new OLED factory is located in Guangzhou, and can make full use of the existing infrastructure, so it will be better than other regions. Other producers are more competitive, which will not only bring direct or indirect economic benefits to the upstream and downstream of the industrial chain, but also create more jobs.
LG Display CMO Lu Xiangde
LG Display CMO President Lu Xiangde added that at present, LGD has launched three 8.5-generation OLED TV panel production lines, and it is expected that the output will reach 2.8 million in 2018. After the Guangzhou OLED factory is officially put into operation next year, four production lines will start at the same time. In 2019, the output will reach 4 million; with the full launch of the Guangzhou OLED factory in 2020, the output will further increase to 7 million, and in 2021 it will exceed 10 million.
Consumption upgrade OLED becomes a high-end standard
LG Display CMO President Lu Xiangde believes that the consumption upgrade is reflected in TV consumption. Middle-class consumers have higher demand for ultra-high definition, large-size TV, and higher acceptance of new products and technologies.
President of LG Display TV Business Division Huang Longqi
LG Display TV business headquarters Huang Longqi used a set of data to introduce the performance of the current global OLED market. Huang Longqi said: 'In North America, Europe and other major global markets, OLED TV has begun to lead the high-end market. According to IHS data, In the fourth quarter of 2017, in the high-end TV market of more than $2,500, the market share of OLED TVs has reached 65.6%. At the same time, OLED TVs are still growing at a high speed. Take the Chinese market as an example, the third quarter of 2018 It is expected to increase by 70.3% year-on-year.
At present, the mainstream TV brands in the Chinese market are vigorously launching OLED TV products and using them as the strategic core. The investment and construction of the OLED factory in Guangzhou and the development of the OLED industry will not only better meet the growing needs of the Chinese market, but also It will boost the 'Made in China' OLED panel to open up overseas markets, especially the high-end market.
Product experience is king
At this conference, LGD demonstrated innovative products of OLED technology, with 8K OLED panels with the highest quality, 65-inch curlable OLED TVs with stunning ces at the beginning of the year, and 55-inch transparent OLED products with super-technical sense. Let the public feel it for themselves. The power and unlimited possibilities of OLED technology.
55-inch transparent OLED screen
President Huang Longqi also specifically mentioned that the differentiated OLED products such as Wallpaper and CSO displayed last year have already been mass-produced by manufacturers and can be purchased directly at the store. This year, including high-resolution and oversized products including 8K, It has been technically ready and will be launched in the Chinese market in the future.
Based on outstanding products and technologies, LG Display has also begun to explore new forms of promotion, striving to make consumers understand OLEDs in the fastest speed and in the simplest way. LG Display CMO President Lu Xiangde believes that from the current consumption trends in China Look, in general, the tendency to experience first, then buy. Especially high-end products like OLED, usually search for relevant information online, then experience through the offline store, and then finally buy.
Therefore, LGD strategically focuses on consumer experience activities. Last year, it set up an OLED experience pavilion in eight core stores in seven major cities in China, and built a new OLED vision in the Guangzhou Tower, providing consumers with the ability to experience various innovations. Product Opportunity. LG Display CMO President Lu Xiangde said that in the future LG Display will further expand this consumer-oriented OLED experience space, when the popularity of OLED will continue to accelerate.