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Since its inception, OLED TVs have received widespread attention in the industry due to their advantages in contrast, color, and screen response speed. The powerful color TV companies have also introduced home-grown flagship OLED products. However, due to the impact of yield and prices, the penetration rate of the OLED market is slow, and the date for replacing LCD TVs as the standard for the market is nowhere in sight. In addition, the higher technical thresholds for OLED TVs and the integration requirements for the upstream and downstream industry chains have also caused many color TV manufacturers to adopt a wait-and-see attitude towards the layout of OLED TVs.
In order to accelerate the development of the OLED TV industry and advance the industrial chain layout, LG Display (LGD for short) joined LG Electronics, Skyworth, Konka, Changhong, Haier, Suning, Gome, etc. in September last year as the only OLED TV panel supplier in the world. Upstream and downstream industrial chain and research institutes of the color TV industry have 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 TVs that opened up the "Governor of the Second Dynasties" have high hopes. The industry even shouted that "2016 will be the first year of OLED TV promotion."
However, there will always be 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 expected that the annual sales volume of OLED TVs in the domestic market will be around 300,000 units this year, 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 there is sufficient supply of upstream panels, there will be no problem with the sales of 1 million units in the next year. The key lies in whether the panel resources can keep up.†Liu Buychen, a senior home appliance analyst, pointed out: “The OLED market is not growing fast enough. One of the reasons is that the panel supply is insufficient. Because LGD was the only global supplier of OLED TV panels."
However, as China's panel makers mass-produce large-size OLEDs, the LGD's dominance will be broken. On November 16th, Skyworth and BOE and Hess released the first self-developed OLED TV M1 series in China, among which the most interesting one is the localization of OLED screens as key components of color TVs. Although there are reports that the number of OLED displays ordered by Skyworth to BOE can not be regarded as the scale of mass production, the bottleneck of the OLED panel technology will certainly play an impetus role in the industry, once the BOE large-screen panel shipments increase, the whole The machine market will respond quickly.
From Liu Buchen's point of view, Skyworth and BOE's joint efforts to launch OLED TVs have two major meanings: “ Skyworth takes this to show that there is one more panel resource to choose from, and for BOE, more shows that it has a large-screen OLED panel. Production and supply capabilities show strength to the outside world."
In addition, Skyworth's joint efforts with BOE and Hass to launch its own research and development of OLED TVs are also far-reaching. First of all, the increase in the supply channels of OLED panels is more conducive to panel price negotiations between color TV manufacturers and upstream companies, which will hopefully promote a significant drop in upstream panel supply prices in 2017, which will in turn drive down overall machine prices and accelerate the speed of product adoption. Second, the whole machine The increase in shipments will spur more Chinese TV companies to enter the OLED TV field, thereby expanding the OLED camp and accelerating the transformation of China's color TV industry from LCD to OLED. Well, the "wolf" that the OLED TV industry shouted for so many years may really be coming.
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For OLED TVs that are hailed as the "next generation display king", although both upstream manufacturers and color TV manufacturers have spared no effort to popularize and popularize them, the final impression given to people has always been "the thunder is loud and the rain is small". One after another "OLED TV Year" was presented and then missed. However, with the rise of domestic upstream and downstream manufacturers, OLED TV is only called the "wolf" is really approaching.