Since its inception, OLED TV has been widely concerned by the industry in terms of its contrast, color, and screen response speed. The powerful color TV companies have also launched flagship OLED products. However, due to the influence of the yield and price, the penetration rate of the OLED market is slow, and the day when LCD TVs become the standard on the market is nowhere in sight. In addition, the higher technical threshold of OLED TV and the integration requirements of upstream and downstream industry chains have also made many color TV manufacturers have a wait-and-see attitude towards OLED TV layout.
In order to accelerate the development of the OLED TV industry and promote the industrial chain layout, as the only global OLED TV panel supplier in the world, LG Display (LGD) joined nearly LG Electronics, Skyworth, Konka, Changhong, Haier, Suning, Gome, etc. in September last year. The upstream and downstream industry chain and research institutions of the home color TV industry jointly established the "China OLED Display Industry Alliance" to address the constraints of the OLED TV industry in terms of technology and production capacity. The OLED TV that opened the "Ren Duo two veins" was highly anticipated, and the industry even shouted out that "2016 will be the first year of OLED TV promotion."
However, there is always a gap between ideals and reality. In fact, there is still a gap between the performance of OLED TVs in 2016 and people's expectations. According to industry insiders, it is estimated that the annual sales of OLED TV in the domestic market will be around 300,000 units, which is a huge leap compared to last year, but it is almost negligible in the face of annual sales of about 200 million LCD TVs worldwide.
"As long as the supply of upstream panels is sufficient, the next year's sales of the whole machine will be no problem. The key is whether the panel resources can keep up." Liu Buchen, a senior home appliance analyst, pointed out: "The growth rate of the OLED market is not enough. One of the reasons is that the panel supply is insufficient. Because LGD was previously the only OLED TV panel supplier in the world."
However, as Chinese panel makers mass-produce large-size OLEDs, LGD's dominant pattern will be broken. On November 16, Skyworth and BOE and Hess released the first China-developed OLED TV M1 series products, the most attractive of which is the localization of OLED screens as key components of color TVs. Although there are reports that Skyworth’s order to order OLED displays from BOE is not a mass production scale, the OLED panel technology bottleneck will be pushed to the industry, and the BOE’s large-screen panel shipments will increase. The machine market will soon get a response.
In Liu Buchen's view, Skyworth and BOE have jointly launched OLED TVs with two major meanings: " Skyworth has thus shown that there is another panel resource to choose from. For BOE, more indicates that it already has a large-screen OLED panel. Production and supply capabilities, showing strength to the outside world."
In addition, the impact of Skyworth's joint efforts with BOE and Haisi to launch independent research and development of OLED TV is far-reaching. First, the increase in the supply channel of OLED panels is more conducive to panel price negotiations between color TV manufacturers and upstream enterprises. It is expected to promote the sharp decline in the supply price of upstream panels in 2017, which will further reduce the price of the whole machine and accelerate the speed of product popularization. Secondly, the whole machine The increase in shipments will stimulate more Chinese color TV enterprises to enter the field of OLED TV, thereby expanding the OLED camp and accelerating the transformation of China's color TV industry from LCD to OLED. Then, the "wolf" that the OLED TV industry has called for so many years may really come.
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