Will OLEDs swept the price of mainstream high-end TVs?

In recent years, the pace of large-screen televisions has accelerated. According to the 2016 China TV market summary and 2017 outlook, China Unicom's 2016 retail share of 55-inch TVs reached 25.3%, an increase of nearly 10% year-on-year, becoming the most mainstream in the market. TV size. With the commissioning of high-generation panel lines, the trend of large size will continue. During the sales during the Spring Festival, large-screen TVs with a size of 55 inches or more accounted for nearly 60% of the total market. According to its forecast for the share of retail volume of major color TVs this year, the market share of 55-inch TVs will continue to grow to 26.2%.
After a new round of consumer upgrades, although the Shantou of Internet TV has already been settled, the TV industry has escaped the era of price war. However, the frequent upgrading of Internet TV has changed people's concept of TV consumption, and the requirement for "durability" has been weakened, and the replacement of TV has become more and more commonplace. Constrained by the size of the living room, people's requirements for image quality, resolution, and health are even greater. "High-end" has become an important standard for people to measure TV.
According to the research report on the behavior of middle-class users issued by AVC, the price is no longer a limiting factor, and the consumption of household appliances in the middle class has grown to high-end. In 2016, the scale of the US high-end TV market was 2 million units, and the high-end TV market in China reached 1.3 million units. China has become the world’s second-largest high-end TV market after the United States. Among mainstream 55-inch TVs, high-profile 4K, HDR, and Blu-ray-resistant OLED TVs have also received increasing attention.
Compared with LCD screens, OLED TVs that have always maintained ultra-high-end positioning have absolute advantages in contrast, black level, and viewing angle. Their anti-harmful blue light characteristics also greatly reduce their visual damage. Due to its superior characteristics and potential for development, the TV industry has invested heavily in the development of OLED panels. In just two years, it has achieved an 80% yield rate for LCD panels that has only taken 10 years to become the most mature in display technology history. Fast technology. With the maturity and perfection of technology and the expansion of production scales, the cost advantages of OLEDs have been further brought into full play, and they have rapidly entered mainstream prices at twice the rate at which LCDs have been popularized, showing an unprecedented growth rate.
As if to add another fire to the outbreak, this year's ready-to-use OLED has finally blown up the price cuts. Taking Skyworth's 55-inch S9-I as an example, the retail price has dropped by 3,000 yuan to 10,999 yuan from 13999 earlier this month, a drop of more than 20%, causing widespread concern in the industry. In the past three years, OLED prices have continued to go crazy. Some products even dropped from 14,000 US dollars to 14,000 yuan in three years, a drop of up to 6 times. But why is this price reduction only known as Dongfeng?
The first is the complete resolution of OLED yield, life, burn screen and other technical issues, making it a mature product. The second reason is that this price reduction has caused OLED to land in the high-end mainstream price range.
At present, high-end LCD TVs are priced at the range of 10,000-12,000 RMB, and internationally, they usually use 1,500 US dollars (about 10,350 RMB) as the dividing line between high-end and mid-range TVs. There is a saying in the industry that a brand-new alternative industry emerges. Once its market price drops to 1.3 times the average price of the previous generation, the market will explode. Today, 55-inch OLED TVs have fallen to the same-size high-end LCD TVs' price range. Compared with the absolute picture advantages of LCD screens, OLEDs have become absolutely competitive in the mainstream market of high-end TVs in China.
People in the industry believe that such a drastic price reduction will not only promote high-end consumer purchases, but will also drive OLEDs into the mainstream consumer's field of vision, making them more familiar to the public and becoming the trigger for detonating OLEDs. With the high end of the TV market and the replenishment of OLED's last "price" short board, its sales will also rise.
In fact, OLED has long been popular in high-end markets in North America. In 2016, the best television survey in the Consumer Report of the United States recorded that, even if the price is significantly higher than LCD TVs, OLED TV sales still surpass LCD TVs of the same grade, and 65-inch OLED TVs account for sales of high-end products. It's 74%, and the 55-inch ratio is as much as 77%. As the world's second-largest high-end TV market after the United States, China is the next market target for OLEDs, and 55-inch high-end TVs will also be the vanguards of this goal.

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