At present, it is an indisputable fact that LCD TVs occupy the mainstream color TV market and the overall growth is weak. The OLED TV, which is recognized by the industry to represent the next-generation display technology, has become the most watched product in the structural change of the color TV industry.

According to AVC's omni-channel push total data, from January to September 2017, the scale of OLED TV retail sales continued to grow at a high rate, with 6 months in the same period of the same period of last year. Among them, the year-on-year growth rate of August reached 234%, injecting new vitality into this year's sluggish TV market.

Apple X accidentally "assisted", OLED TV rises against the trend

Compared to passively emitting light, poor picture quality, and the presence of image smearing in liquid crystal televisions, the self-luminous nature of OLED TVs enables them to have better picture quality and can present color effects more accurately and truly. With the introduction of Apple's first iPhone X with OLED screens, the popularity of OLEDs has embarked on the fast track.

Ovid Cloud Network data shows that OLED TV sales increased by 145% year-on-year during the 11th promotion period, and sales accounted for more than 1%. Suning's data further shows that during the period of double-nine, OLED TV sales increased by 509%.

"As far as consumers are concerned, there is no difference between Apple's OLEDs and color TV's OLEDs." A senior color TV industry practitioners think so. In its view, Apple's introduction of mobile phone products using OLED screens is the direct reason for the fourth quarter sales of OLED TVs. "Apple puts mobile phone with OLED screen technology at the top position, which is obviously beneficial to the entire display industry of OLED occupying the 'discourse advantages'. Under the spur of Apple's mobile phone, the future growth of OLED TV will be stable and upward."

Sales accounted for more than 50%, Suning Cheng OLED TV popular pioneer

At present, the OLED TV upstream and downstream industry chain is moving toward rapid development. Top panel manufacturers such as domestic BOE, China Star Optoelectronics, National Display Optoelectronics, and Hehui Optoelectronics have all launched OLED panel production line construction plans and marched aggressively into the latest display technology market.

Downstream of the industrial chain, as the first channel for color TV sales, Suning uses its own store advantage to provide O2O integrated sales platform for upstream OLED suppliers to solve the user's demand for OLED high-end products. At present, Suning has built OLED innovation technology experience halls in Beijing, Shanghai, Guangzhou, Shenzhen, and Nanjing, allowing consumers to experience the magical visual enjoyment brought about by OLED. At present, more than 50% of OLED TVs in the color TV market are sold by Suning Channel.

In addition to channel advantages, Suning also took the lead in the price of OLED TVs. Suning and LGD screen makers, color TV brands have reached a strategic cooperation, with large single underwriting, exclusive customization, etc., to reduce the cost of the supply chain, for consumers to restore the most real prices. During the double 11th period, Suning teamed up with Skyworth's exclusive 55-inch OLED new product and the price fell below 7,000 yuan for the first time.

The person in charge of Suning Color TV said that the price of OLED TVs has fallen by more than 20% compared with the beginning of the year. With the increase in output and the addition of other panel makers, the production capacity of OLED TV panels will increase rapidly, and there will be further room for further decline in OLED panel prices. From December 1st to August 8th, Suning launched the "Color TV Drones List" campaign. Skyworth's 65-inch OLED TV deposit can reach RMB 3049 for a deposit of 49 yuan. It will accelerate the popularity of OLED and will once again play a promoting role.

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