Thanks to the popularity of smart phones and the demand of emerging countries, the growth rate of the small and medium-sized panel market in 2011 remained at 10%. In view of the increasingly fierce market competition, Taiwan panel makers have drastically adjusted their product portfolios, resulting in market rankings. In addition, the Korean manufacturers will not be able to specialize in the former. Taiwanese companies will gradually pursue the Korean version of the active matrix organic light-emitting diode (AMOLED). In 2011, the market will gradually erode the Korean territory, accounting for 23%.
Smart phones are still the largest application for small and medium-sized panels, and the prospects for e-book readers are also quite promising.
Hu Shiyi, industry analyst of the Optoelectronics Technology Industry Association (PIDA) Industry and Technology Group, said that thanks to the global economic recovery, smart phone sales, rising demand in emerging countries and stable supply of key components, look forward to the 2011 small and medium size film transistor The market growth rate of liquid crystal display (TFT LCD) panels is still up to 10%. However, in order to increase revenue contribution, Taiwan panel makers re-deployed their product portfolios, resulting in a change in market share.
According to the market research organization, the top eight small and medium-sized panel factories used in mobile phones in the top eight in 2009 are ranked in Shenghua, Samsung Action Display (SMD)/Samsung, Sharp, Truly International Holdings, Tongbao, AU Optronics, Epson (Epson), Toshiba Action Display (TMD); 2010 rankings in a big flip, the order is Huaying, Haoyu Caijing, Samsung Action Display (SMD) / Samsung (Samsung), Chi Mei, LG Display, AU Optronics, BOE, Sharp. It is obvious that Taiwanese companies such as Huaying, Haoyu Caijing and Chimei are adjusting their product portfolios. For example, AUO will shift its focus to high-margin portable navigation devices (PND), Huaying and Hanyu Caijing to actively enter the mobile phone market. After the strategy worked, the market share quickly soared, and even the Korean giants could not match.
On the other hand, the small and medium-sized panel factory in Taiwan, which was originally drawn by the ducks, observed that after Samsung successfully spurred the AMOLED market demand, its 3.5 and 4.5 generation lines were fully fired, and the production capacity will be fully launched in 2010. Hu Shiyi analyzed that although the economic cutting rate of Taiwan's OLED panel factory is slightly lower than that of South Korea's more than $2 billion new 5.5-generation OLED production line, the focus is on SMD's 5.5-generation line to take four cuts, but only four quarters. One is used to manufacture AMOLED panels, and the other are used as TFT LCD development. After the overall capacity of Taiwan OLED panel factory is opened, it is expected that the penetration rate of Chi Mei Optoelectronics and AU Optronics will climb from 1% to 23% in 2011. Samsung Action Display and LG show that the market share has been reduced from 99% to 76%; by 2012, Taiwan's OLED panel market share will be increased to 30%, and Korean panel makers are only 60%.
In 2011, smart phones, tablet devices, and e-book readers are still the main kinetic energy for driving small and medium-sized panels. In addition, the demand for low-end mini-notes in emerging countries such as Latin America and China is rising, and the growth rate will be high. 15 to 20%, higher than Europe and the United States.
With the expansion of small and medium-sized production capacity in Taiwan, Japan, South Korea and China, Hu Shiyi does not say that there will be doubts about oversupply in 2012. However, the yield of China's mainland production capacity is also an observation indicator, which remains to be closely followed. track. In addition, Hu Shiyi emphasized that the capacity and cost-effectiveness of the Korean OLED panel factory investing in the 5.5-generation capacity economy is still in place, and it is imperative for Taiwanese companies to invest in the new generation line.
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