Shenzhen Enrich Electronics Co., Ltd

Favorite  |  Set Home
skype: cassie_1191
QQ: 2850818618
FACEBOOK: Cassie Huang
E-mail: 黄露
E-mail: cassie@rxxdisplay.com
Company News >> Thirty Years of Color TV Industry's "Old Gun" Takes the Lead in OLED Market Technology + Content to Achieve Adversity Breakthrough 22th,May,2018
                                             Many things, when trapped in the siege of inertial thinking, can become very tricky. Even if you want to change, you know that it is difficult to do things, often ending in failure.

China's color TV industry has been fiercely competitive for decades. Many companies are accustomed to price wars, and are more accustomed to the "acquisitionism" of technology. Compared with independent research and development, they tend to prefer risk-free sit-downs. Nominally speaking, it is when the technology matures and then it is introduced to the market, but in fact it reveals the speculative mentality of "fear of investing in fear of failure." Differences in opinion about OLED technology are typical cases. There are many companies that want to do it, but there are also many people who are worried about the future. They are truly "defending defenders," and they are said to have a color TV industry for 30 years. Skyworth.

Five Years Quench Real "Defenders"

The different attitudes towards the same thing are often important indicators that determine the future market discourse power. Everyone admits that OLED is a good technology, but there are very few companies that can really invest in participating in the promotion of market risk. For OLEDs, some companies have chosen to wait and see. Some companies choose to stick to it.

Like the initial promotion of LCD, the past five years have been the most difficult five years since OLED TV started. Yield and cost reduction are barriers to the rapid popularity of OLED TVs. However, it is this almost sad reminder of the five years that the OLED camp has undergone a qualitative change for five years.

First of all, during this five-year period, OLED TVs have become a hot technology in the color TV market. In the beginning of 2013, the news of upstream Samsung exiting the large-screen OLED panel did not retreat, and Sony's several OLED TV markets also cast a shadow over the industry. Although LGD is a panel provider, it is firmly optimistic about the future of OLED, but its own brand does not play an important role in promoting performance. Instead, Skyworth is the first domestic OLED TV to be launched in the terminal market. It is the initial promotion of Skyworth in the terminal market and the popularization of technology for consumers. Now OLED has become the display technology with the most potential for development in the color TV market, picking up the banner of a new round of technology upgrading for the TV market.

Second, during the five years, news about OLED TVs exploded from sporadic to concentrated release. Since 2013, the limelight in the color TV industry has been robbed by Internet brands represented by LeTV and Xiaomi. With content and operational advantages, they want to subvert the color TV manufacturing industry that focuses on products and try to re-establish the “industry rules. "Marketing momentum has made a great deal of noise, and it has also brought about a dozen Internet brands to step in, attracting market attention, but also stole a lot of shares. The color TV industry in those years was taken away from the main technical line and began to tilt towards content. So there is very little news about technical disputes and there is less news about OLED TVs.

During this period, Skyworth will release new OLED TVs every spring and fall to maintain the market's popularity. Although the support is very hard, they stick to the changes in the market situation. When the old TV sets rapidly break content and operating barriers, the color TV industry will Once again returning to the main technical line, due to the increasing homogeneity of liquid crystals, the news about OLED TVs has frequently appeared and the momentum has been different.

Finally, in the five years, the number of OLED camp brands has grown from one or two to dozens.

This change is the most obvious. The initial OLED camp, in the domestic terminal market, was only Skyworth one, followed by foreign brands LG, SONY, domestic brands Changhong, Konka and other companies have joined, in addition Panasonic, Philips and other OLED products have been introduced. The number of OLED camp brands varies from one to two to the current number of dozens, and the scale can be quite different. OLED also gradually fell from the high price of more than 200,000 units to the acceptable level of the mass-market mass of the mainstream models between 140,000 and 10,000. In the next three years, we will usher in the escalation trend of OLED. In China's OLED market, Skyworth, LG, and SONY have already formed a “three pillars” pattern, and each one sells two OLEDs, one of which is Skyworth. This also makes Skyworth firmly stand high-end color TV overlord.

Attract more like-minded companies

As far as the color TV industry is concerned, there are three main types of display technologies: one is liquid crystal, the other is OLED, and the third is laser display.

Among them, the liquid crystal technology is still continuously seeking progress, including the quantum dot technology that Samsung and TCL mainly push forward. Although it still stays at the photoluminescence stage, its future is still highly malleable and it is also possible to realize the electroluminescent target. of. Of course, the length of this time is not well understood. According to the normal industrial development steps, it may take 8-10 years. This time is not worth waiting for the color TV industry.

Another way to extend the life of LCD technology is to make minor changes in the details, such as backlight optimization (partitioning) and display resolution improvement (from 4K to 8K). Although these technologies can extend the duration of liquid crystal, they have no ability to prevent trends. After all, these changes are breakthroughs and innovations in the field of small technology, and they are also reproducible. For example, Sony's picture quality tuning technology can also be applied to OLED products.

The other is the laser display. It is not denied that laser television has achieved some achievements in the 80-inch and above class market in the past two years. In addition to Hisense, Changhong, some projector manufacturers have also started to introduce such products, but their brightness, light source life, and resolution The key problems are flawed injuries. The key is that the 85-inch and above customer base it faces is relatively narrow and does not have the basis for large-scale popularization and promotion. This makes laser TV a niche product, and it is difficult to become a living standard for ordinary families. With products. According to Ove Cloud Network data, China's total sales of laser TVs in 2017 were only 71,000 units, which accounted for only 0.1% of the total sales of TVs in the country. This is the lowest category among all TV categories.

These problems may be the opportunities for OLED display technology. Because after several years of development, the yield of OLED TV panels has been greatly improved, and the effectiveness of cost reduction measures has gradually become apparent. In early 2017, Skyworth OLED TV successfully fulfilled its promise of a 20% price cut. Finally, its OLED TV sales have risen rapidly.

In fact, although the sales volume of OLED TVs is still relatively low compared to the sales of LCD TVs, its growth rate as the leader of high-end TVs is obvious. In 2013-2017, OLED TV sales have doubled each year. According to AVC's omni-channel push total data, the market volume of OLED TVs in 2017 reached 113,000 units, an increase of 92% year-on-year, of which, Skyworth, which was previously deployed, captured nearly half of the market share. . Statistics show that more than 200 OLED TVs are currently on the market, all of which show that OLED TVs are on track.

Different color TV display technology differences are still large, but the performance of OLED TV's rapid growth will undoubtedly win more attention. At present, many mainstream manufacturers including Skyworth, LG, Konka, Changhong, Sony, Philips, and BOE have all participated in the event, and it is revealed that Hisense has been vocalizing OLEDs and has obviously fallen behind in terms of layout, which cannot withstand the trend of the industry. , began to actively prepare to launch OLED TV matters.

Online service

Skype: cassie_1191 2850818618 cassie@rxxdisplay.com