OLED gradually dominates China's high-end TV market

- Nov 28, 2019-

OLED TVs have occupied the high-end entrance


Unlike the overall market, OLED TVs have been able to complete counter-trend growth. In the first half of 2019, TV brands shipped 1.2 million units, an increase of 21% year-on-year. High-end OLED TVs have completed a counter-trend growth, which has become a red sea in the competition and a new normal for the display industry.


OLED uses self-luminous organic materials, with high contrast, fast response speed, wide viewing angle, etc., making it the most promising display technology for the next generation. Secondly, no backlight is needed, and the structure is simple, which brings more design possibilities such as ultra-thin, flexible, transparent, holographic display, etc., which can meet the needs of more future scene applications.


Secondly, the OLED self-luminous technology can truly display "perfect black", the contrast tends to infinity, and the ability of each pixel to be independently controlled enables each detail on the OLED TV screen to be fully displayed without being affected by the overall screen brightness. Compared to LCDs, quantum dots, laser TV products, etc., OLEDs are more pure in dark and dark fields.


At present, in the high-end market, the sales and share of OLED have been far ahead, occupying the high-end market entrance.


2


Color TV big screen trend is obvious


In the past two years, we have considered 55 feet when replacing or buying TVs. However, as the price of LCD panels is getting cheaper and the ongoing electricity price war, 55 and 65 foot TVs have tended to the price of cabbage, 65 feet. TVs have fallen to around 2000, and consumers will choose larger TVs for the same amount of money.


At the moment when panel prices continue to fall, small and medium-sized profit opportunities are being emptied. The introduction of large-sized TVs can not only increase the retail price of color TVs, but also avoid the hardest hit areas of price wars, bringing more objective profit margins. Each brand has launched 75- and 85-foot TV products to lay out the large-screen market.


3


8K resolution TV on the road


This year, the Ministry of Industry and Information Technology recently released the "Ultra HD Video Industry Development Action Plan (2019-2022)", pointing out that the domestic 4K industry ecosystem will be basically completed by 2020, and breakthroughs will be made in the development and industrialization of 8K key technology products. Fully popularized, 8K TV accounted for 5%.


In terms of product technology, 8K does not have any difficulty, and the 8K-related ecological chain industry is also actively under construction. In addition to Sharp, which first launched 8K TVs, it also includes domestic products Hisense, TCL, Skyworth, Changhong, Konka, and Japanese brands. Panasonic, Sony, Korean brands Samsung, LG, etc., have all revealed 8K TV products to lay out the upcoming 8K competition. Coupled with the promulgation of the government's "Plan", 8K is coming very fast, and the era of 8K Ultra HD is coming.


Although the color TV industry is facing an overall decline, with the advent of OLED, 8K and other technologies, and the acceleration of the large-screen process, the color TV industry has many development air conditioners, and the market potential is huge in the future.