In 2017, the color TV industry was fiercely competitive. It also experienced the worst three quarters in history. The market was sinking all the way, and sales fell by 9.2 percentage points year-on-year. However, while the color TV market experienced a "roller coaster", OLED still rose against the trend of the most dazzling stars in the night sky.
When the calendar page is turned over, the changing color TV market in 2017 will also be settled. Behind the fierce competition, we are also time to summarize the changes in the color TV industry in this year from an extremely complex and volatile market.
In general, in 2017, the color TV industry is still hidden, the industry is fiercely competitive, products are innovating, channel segmentation is vying, traditional enterprises and emerging companies are constantly confronting. In the context of the industry downturn, the industry chain is in trouble. In order to break through and seek development, the voice of various transformation and transformation has become the melody of color TV owners in 2017, and OLED is like the most dazzling star in the night sky, pointing out the direction for the changing color TV industry.
OLED wallpaper TV
The color TV market has experienced the worst third quarter in history, but OLED has risen against the trend.According to the "2017Q3 China Color TV Market Report" released by Avi Cloud (AVC), from January to September this year, China's color TV market has been sinking all the way, and the overall sales volume decreased by 9.2 percentage points year-on-year. Especially in the third quarter, the retail volume of color TVs was only 10.41 million units, down 12.9% year-on-year. Even when Ovi Cloud described the “worst third quarter†in the history of China's color TV, it used “encounterâ€. Words can be seen in the industry's anxiety about this outcome. Although this situation has changed with the frequent arrival of National Day, Double Eleven, Double Twelve and other promotional nodes, the growth of the industry is imminent, and the search for the next "breakthrough" has become the consensus of many TV manufacturers.
In fact, careful people can easily find that while China's overall color TV market experienced a "roller coaster" development, OLED TV has drawn a beautiful rising line. The same data from Aowei.com shows that from January to October 2017, the retail volume of OLED TVs maintained a high growth rate every month. There were 7 months in which the growth rate exceeded 100% year-on-year, of which the growth in October was even higher. Reached 239%. In addition, during the National Day Golden Week, OLED TV sales increased by 145% year-on-year. Compared with the overall market downturn, OLED's contrarian growth has attracted much attention; Suning's data further shows that on November 3, color TV super On the category day, OLED TV sales increased by 509%. At the end of 2017, OLED continued to maintain a hot trend.
Everyone picks up firewood and high-industry chain to promote the mainstream of OLEDIn fact, OLED has such an amazing performance has long been foreshadowing. At the beginning of 2016, there were only five global OLED TV manufacturers. By 2017, 13 TV manufacturers around the world have launched OLED TVs, and they are still showing an expanding trend. In the Chinese market alone, Skyworth, Konka, Changhong, LG Electronics, Sony, Philips and six well-known color TV brands jointly launched OLED TV.
In addition, the emerging high-end innovative products have also made OLED TVs stand out in the color TV market, and the OLED camp has maintained sufficient confidence. When the market is still carrying out the "small battle", the OLED wallpaper TV with only 2.57mm panel makes the screamer instantly dumb; when the picture quality still plagues the LCD TV manufacturers, OLED has been in better quality. Based on the development of the screen to spontaneous sound. It can be said that as a "breakthrough" in the display industry, OLED is well deserved.
It is also to see the advantages of OLED and the broad future, and all parties in the industrial chain have begun to seek in-depth cooperation with the OLED camp. In Suning, Gome and other home appliance stores, OLED TVs have already begun to occupy the best display position. On average, the appliance sales promotion once every two months, the major channel providers also set aside sufficient room for OLED TV products. According to the relevant person in charge of the appliance store, OLED TV has created great value for all parties in the industry chain, and it is more in line with the needs of future display. It is a TV product with very high attention from consumers, so it is also favored by channel vendors.
Under the joint promotion of manufacturers, channel vendors, upstream panel manufacturers, and industry associations, OLED finally ushered in full mainstreamization in 2017.
Of course, while maintaining strong momentum and high attention, OLED technology is becoming more mature. Following the special evaluation of OLED TVs in 2015, DisplayMate, a display professional media operated by the US Display Expert Group, has once again made a horizontal and vertical comparison of the latest OLED TVs. The results show that whether compared to last year's OLED TV, or compared with the latest LCD TV, OLED TV products equipped with the latest technology are even better. In the overall review, DisplayMate wrote that "the latest LG OLED TV in 2017 is 'nearly perfect' in terms of picture quality, breaking the record of many TV display performances. In the TVs that have been tested, the new LG OLED TVs also maintain the highest Color accuracy, brightness accuracy, contrast and perfect black." In addition, DisplayMate website also specifically mentions the comparison of the viewing angle, response speed and reflectivity of the new OLED TV products, which is equally amazing. It is certain that mature OLEDs are constantly improving themselves and accelerating the pace of popularization.
DisplayMate's OLED and LCD TV comparison test chart for 2017 and 2015
On experiencing OLEDs, it is difficult for liquid crystal camps to look back.It is worth mentioning that OLED is able to maintain enough heat and let the industry recognize its "next-generation display technology", and a more important point - experience! In fact, in the past, most of the disputes between the color TV industry and the quality of the color TV industry remained on the verbal or paper surface. Even a few "innovations" were optimized on the parameters. OLED has broken this tradition and began to let ordinary consumers experience the charm of black technology.
Since June 2017, the OLED Innovation Technology Experience Hall has entered the appliance stores in major cities across the country. The venue displays the latest OLED technology, as well as wallpaper TV, screen sound TV, concave TV, double-sided wave screen TV and many more. Innovative products. Consumers can learn more about OLED technology while shopping, and see the true future vision. Of course, after understanding the superiority of OLEDs, consumers are also more willing to purchase OLED TV products in the store to form a virtuous circle.
And in the Guangzhou Tower to set up "OLED new horizon", it is OLED will "experience-style promotion" to the extreme. In the "China's tallest tower", visitors from all over the world can enjoy the world's largest OLED tunnel, and the unique shape of the OLED wave dome. Hundreds of OLED panels form a fantastic vision of the future, where visitors are placed, standing in the sky and sometimes coming to the depths of the ocean. The comprehensive display of OLED in Guangzhou Tower enables more consumers to experience, understand OLED and open the window of high-end experience and communication.
The world's largest OLED tunnel in the "New Vision of OLED" in Guangzhou Tower
At this point, look back at the 2017 OLED: its own technology is excellent, experience is promoted in place, the industry chain is helping, and the growth miracle created by OLED is not surprising.
In addition, according to the big data of Aowei Cloud, it is estimated that the global shipment of OLED TV will reach 1.7 million units in 2017, with an annual growth rate of 90%. IHS Markit is boldly predicting that global OLED TV revenue will increase by 71% in 2017, and shipments will increase from 723,000 units in 2016 to 6.6 million units in 2021. Undoubtedly, such a scale will attract more manufacturers and investors to join the OLED camp.
It is not difficult to see that the door to the future vision has been opened by OLEDs. The wave of OLED manufacturing will expand rapidly in the future, and the time for OLEDs to become fully popular will be shorter and shorter.
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