OLED TV will take over the LCD within three years

A few days ago, Su Zihuan, general manager of Changhong Multimedia Industry Co., Ltd., was interviewed by the media, saying that “OLED is a trend in the television industry and Changhong will unwaveringly grasp the trend and develop more mature and high-quality OLED TV products.”

Su Zihuan said that OLED TVs will enter the blowout period in the next three years. Faced with such a trend, Changhong "does the best cost-effective OLED products."

This is the first time that Changhong TV executives have positively expressed their opinions on the OLED industry. According to the industry's interpretation, this means that Changhong is about to launch OLED TVs in full force, and does not rule out the possibility of releasing new OLED TVs by the end of the year.

Not long ago, Skyworth, Changhong, LG, Konka and other OLED four Jie, just joined Gome to promote OLED TV products.

Su Zihuan thinks that "the superiority of OLED TVs and LCD TVs" is already a "no controversy" topic. "LCD TVs rely on the backlight to pass through the screen imaging and are far inferior to the OLED quality in terms of color, angle, and contrast. ”

So, how does Changhong plan to construct OLED differentiation advantage? Su Zihuan said, "Besides further reducing the power consumption of OLEDs and increasing the service life of OLEDs by adding pixel mobile smart repairs, Changhong will also carry the newly developed artificial intelligence technology." Meanwhile, Changhong will not position OLED TVs as high. Maori products will reduce the retail price of OLED TVs as much as possible in order to compete for more market share.

In fact, the top Konka Group had similar expressions before.

At present, China's OLED TV has initially precipitated the "Strong, Skyworth, Konka" three strong structure, this pattern can eventually replace the three-mode LCD? It is not easy to say.

Changhong is one of the first color TV companies to release OLED TVs. It adopts a strategy of “occupying positions first, making power behind them” and shows a more pragmatic side. Changhong believes that as a revolutionary display technology, if the public is to be aware of and accept OLED, there must be a long period of consumer education. It is difficult for a single company to accomplish such a mission. Choose the right time to enter, the cost is small, and the effect is great.

Changhong believes that the best "window period" for OLED is coming soon.

At the IFA Consumer Electronics Show in Berlin, Germany, held in early September, nine mainstream color TV companies demonstrated the latest development of OLED TV products. Last year this number was five.

The two color TV giants in South Korea are more aggressive and are closing their LCD panel production lines to transform OLEDs.

In the capital market, the OLED sector continued to be sought after by investors and the stock value performed well.

The significance of the wind vane is that Apple was introduced in 2017 to introduce OLED mobile phones, and in 2018 it will be introduced into OLED mobile phones. The demonstration effect of Apple has begun to appear. Chinese companies have already launched OLED phones.

After Hon Hai’s acquisition of Sharp, the “Father of LCD”, the first fund was invested in the OLED panel area, it can be seen that Terry Gou’s mood for OLED layout is urgent.

On the market side, consumers have recognized and accepted OLED TV products. It is estimated that in 2016, the Chinese market will sell about 300,000 OLED TVs, which is 6-8 times of 2015 sales. At present, 55-inch high-definition OLED TVs (4K, HDR, VR) are priced at more than 13,000 yuan, which is an acceptable price for most middle- and high-income groups.

To put it this way, at present, OLED has shown a trend of full force in the entire industry chain. This is a precursor to the industry's imminent growth in scale.

I believe that all this has been seen by the Changhong company. Making timely efforts is a wise choice.

At present, only one of the factors that restricts the development of the OLED industry is the continuous supply of panel supply. At present, 99% of the world's OLED panels come from Samsung and LG. The former mainly uses small panels for mobile phones and computers, while the latter mainly uses large-size panels for televisions to form a complementary relationship. In the long run, the two will infiltrate each other, LG is laying out small-sized OLED panels, and sooner or later, Samsung will enter the field of large-size OLED panels.

China has not yet formed an OLED panel-scale supply capacity, especially in the area of ​​large-size panels. It is expected that this situation will change in 2017. BOE’s midsize OLED panel factory will be completed and put into operation in the first half of next year, and panel supply prices will decline accordingly, which will benefit downstream machine manufacturers and further benefit consumers.

Not long ago, Huaxing Optoelectronics issued an announcement and decided to issue additional funding to enter the AMOLED panel area.

But I still think that in the next five years, global OLED panel supply will continue to be in short supply, not because of the slow start of the OLED market, nor because of the OLED panel supply, but because of OLED TVs, mobile phones, car displays and other industries. The increase in demand for panels exceeds the increase in supply.

The shortage of OLED panels does not stop the price of the whole machine from continuing to decline. In fact, the era of LCD TVs came this way. On the one hand, panel supply continued to be tight, while on the other hand, the price of the entire machine continued to decline.

From 2004 to 2010, it was a period of large-scale replacement of CRT TVs with LCD TVs. The average annual growth rate was about 25%, and the overall price decline was also 25% per year. A similar scene is expected to happen in the OLED era.

It must be pointed out that the substitution of liquid crystals for CRTs is a substitute for other scales; and the substitution of OLEDs for liquid crystals will be a multiplication alternative. In other words, the replacement of CRT TVs with LCD TVs does not increase the total capacity of the TV market. In the CRT era, the global TV sales amounted to 200 million units per year; entering the LCD market, the annual sales of global TVs were approximately 220 million units, which is a small increase. Once entering the OLED era, the color TV market is expected to expand geometrically, and the global sales volume is expected to surge to 6-10 billion units.

Why do you say that? A little analysis is not difficult to understand. The technical characteristics of OLED flexible displays will greatly break the form restrictions of TV products and make TVs from places that could not be made into TVs in the past. For example, we can make irregular walls into TVs, and we can make backpacks into TVs. A teacup is made into a TV, and even clothes can be made into a television. Once you enter the era of "display everywhere," market space must be scaled up geometrically. However, the technical characteristics of liquid crystal cannot do this.

At present, global OLED TV has initially formed the pattern of LG and Skyworth, and who is likely to become the third strongest? Is it Samsung? Not necessarily. Obviously, this is an opportunity for companies that look forward to cornering overtaking. In China, Changhong and Konka all want to be OLED's top three. In general, Changhong’s opportunities are even greater.

In the past nine months, China's OLED TV sales growth is expected to be 400-600%, and it is expected to sell about 300,000 units a year. In 2018, sales volume is expected to increase to 2 million units; in 2020, it will increase to 10 million units or even more.

Therefore, Changhong predicts that “OLEDs will show growth in the next three years.” This is not a perceptual statement, but a rational judgment.

The substitution of liquid crystals for CRT has precipitated a new top three pattern in China's color TV market; OLED's replacement of liquid crystals will precipitate a new top three brand pattern again? The answer is yes. Those companies lacking strategic vision and unresponsiveness are likely to be eliminated in this major change.

Faced with the sudden emergence of OLEDs, the strategic transition space of the LCD camp is getting smaller and smaller. At the right moment, OLEDs will have less competition and the probability of winning will be greater. Changhong’s decision-making is wise.

Smart TV/box information can focus on smart TV information network sofa butler (http://), China's influential TV box and smart TV website, providing information, communication, etc. on TV boxes, smart TVs, smart TV software, etc. Answer