The "content war" of the color TV industry has not yet ended, and the "display war" has started. Japan, South Korea and domestic mainstream panel companies and machine companies almost all focus on the OLED called "new generation flat panel display technology."
As for the current research and development and product promotion progress of the technology, LG seems to have taken the lead. From promotion to product display, LG seems to be clearly ahead of the competition. However, in the eyes of the industry, there is an unspeakable behind the LG's push for OLED.
LG TV sales in China are decreasing year by year
China is the world's largest LCD TV consumer market. However, with the rise of domestic color TV brands in recent years, the market share of foreign brands is gradually being eroded, and LG is a typical representative.
Data show that in the four years from 2009 to 2012, LG TV's sales in the Chinese market fell from 3.8% to 1.3%, and sales accounted for 2.2% from 5.6%.
The decline in market share and sales in China has made LG unable to sit still. LG, which has always been happy with Samsung, has smashed its competitors and “rushed†in the forefront of the future display industry.
Why is LG so motivated? In the eyes of the industry, its current promotion of OLED concepts and products is forced to helpless. The potential purpose is to use OLED promotion to regain the share of the future Chinese market, in exchange for the first-line vitality in the world's largest TV consumer market.
Lu Jianbo, deputy secretary-general of the China Electronics Chamber of Commerce, also said that the Chinese market has a pivotal position in the global color TV industry. It has a foothold in the Chinese market and has established a foothold in the global color TV market. If it does not get the Chinese market, then it is in the global color TV industry. Only face the phasing out.
OLED yield is less than 20%
With OLED playing a turnaround, can LG's wishful thinking be made? In the eyes of industry experts and practitioners, the time is not yet ripe.
Zhou Yongxiang, product director of Philips TV China, said that the biggest bottleneck encountered in the development of OLED is the low yield, which directly leads to the high cost of OLED products. Consumers cannot accept the price of end products and restrict the development of the market.
Hao Yabin, vice president and executive deputy secretary-general of the China Electronics Video Industry Association, also expressed the same view. In his view, the mass production of OLED products should be launched two to three years later.
How low is the OLED yield? Some panel industry practitioners revealed to China Net Technology Channel that the current average yield of small size (below 5.5 inches) OLED is about 50%-60%, while the average yield of large size is only 10%-20%.
According to industry insiders, under the premise that technology development is not mature, it is vigorously promoted to the market. This is a big risk. At this stage, LG is trying to regain the market by OLED to seize the opportunity to regain the market.
LG advantage disappears
LG's wishful thinking is really hard to beat, because while it spares no effort to research and promote OLED, domestic companies are also catching up and arranging the industry. The pressure from competitors and the imperfection of its own production technology have made LG deeply feel the external troubles and internal worries.
Bai Weimin, vice president and secretary-general of China Electronics Video Association, said that domestic panel companies and complete machine companies attach great importance to this field. BOE has invested in a 5.5-generation OLED panel line in Ordos, and Huaxing Optoelectronics is also making a test line. In addition, Hisense, Skyworth and Other complete machine companies also have a layout, plus the country has included the display industry in the development plan during the 12th Five-Year Plan, so although foreign companies temporarily lead, but the domestic development momentum is not inferior, this will Gradually narrowing the gap with foreign brands, the advantages of Japanese and Korean companies will gradually weaken.
Liang Qichun, assistant president of TCL Group and general manager of brand management center, believes that although many manufacturers are pushing OLEDs, the current market acceptance is still very low, and OLED costs need to be further reduced, so that it is possible to truly open up the Chinese market. In the view of Hisense LED project leader Liu Weidong, Hisense developed U-LED ultra-high-definition TV in early 2013. The picture quality is more delicate and realistic, and it can compete with OLED, but its price is far lower than OLED.
Liang Qichun admits that there is still a gap between domestic technology and foreign countries. However, domestic enterprises still have an advantage in terms of future development momentum. "After all, the TV market is in China, and the upstream and downstream supporting capabilities are more prominent, compared with the advantages of other countries. obviously."
(This article is reproduced on the Internet. The texts and opinions expressed in this article have not been confirmed by this site, nor do they represent the position of Gaogong LED. Readers need to verify the relevant content by themselves.)
As for the current research and development and product promotion progress of the technology, LG seems to have taken the lead. From promotion to product display, LG seems to be clearly ahead of the competition. However, in the eyes of the industry, there is an unspeakable behind the LG's push for OLED.
LG TV sales in China are decreasing year by year
China is the world's largest LCD TV consumer market. However, with the rise of domestic color TV brands in recent years, the market share of foreign brands is gradually being eroded, and LG is a typical representative.
Data show that in the four years from 2009 to 2012, LG TV's sales in the Chinese market fell from 3.8% to 1.3%, and sales accounted for 2.2% from 5.6%.
The decline in market share and sales in China has made LG unable to sit still. LG, which has always been happy with Samsung, has smashed its competitors and “rushed†in the forefront of the future display industry.
Why is LG so motivated? In the eyes of the industry, its current promotion of OLED concepts and products is forced to helpless. The potential purpose is to use OLED promotion to regain the share of the future Chinese market, in exchange for the first-line vitality in the world's largest TV consumer market.
Lu Jianbo, deputy secretary-general of the China Electronics Chamber of Commerce, also said that the Chinese market has a pivotal position in the global color TV industry. It has a foothold in the Chinese market and has established a foothold in the global color TV market. If it does not get the Chinese market, then it is in the global color TV industry. Only face the phasing out.
OLED yield is less than 20%
With OLED playing a turnaround, can LG's wishful thinking be made? In the eyes of industry experts and practitioners, the time is not yet ripe.
Zhou Yongxiang, product director of Philips TV China, said that the biggest bottleneck encountered in the development of OLED is the low yield, which directly leads to the high cost of OLED products. Consumers cannot accept the price of end products and restrict the development of the market.
Hao Yabin, vice president and executive deputy secretary-general of the China Electronics Video Industry Association, also expressed the same view. In his view, the mass production of OLED products should be launched two to three years later.
How low is the OLED yield? Some panel industry practitioners revealed to China Net Technology Channel that the current average yield of small size (below 5.5 inches) OLED is about 50%-60%, while the average yield of large size is only 10%-20%.
According to industry insiders, under the premise that technology development is not mature, it is vigorously promoted to the market. This is a big risk. At this stage, LG is trying to regain the market by OLED to seize the opportunity to regain the market.
LG advantage disappears
LG's wishful thinking is really hard to beat, because while it spares no effort to research and promote OLED, domestic companies are also catching up and arranging the industry. The pressure from competitors and the imperfection of its own production technology have made LG deeply feel the external troubles and internal worries.
Bai Weimin, vice president and secretary-general of China Electronics Video Association, said that domestic panel companies and complete machine companies attach great importance to this field. BOE has invested in a 5.5-generation OLED panel line in Ordos, and Huaxing Optoelectronics is also making a test line. In addition, Hisense, Skyworth and Other complete machine companies also have a layout, plus the country has included the display industry in the development plan during the 12th Five-Year Plan, so although foreign companies temporarily lead, but the domestic development momentum is not inferior, this will Gradually narrowing the gap with foreign brands, the advantages of Japanese and Korean companies will gradually weaken.
Liang Qichun, assistant president of TCL Group and general manager of brand management center, believes that although many manufacturers are pushing OLEDs, the current market acceptance is still very low, and OLED costs need to be further reduced, so that it is possible to truly open up the Chinese market. In the view of Hisense LED project leader Liu Weidong, Hisense developed U-LED ultra-high-definition TV in early 2013. The picture quality is more delicate and realistic, and it can compete with OLED, but its price is far lower than OLED.
Liang Qichun admits that there is still a gap between domestic technology and foreign countries. However, domestic enterprises still have an advantage in terms of future development momentum. "After all, the TV market is in China, and the upstream and downstream supporting capabilities are more prominent, compared with the advantages of other countries. obviously."
(This article is reproduced on the Internet. The texts and opinions expressed in this article have not been confirmed by this site, nor do they represent the position of Gaogong LED. Readers need to verify the relevant content by themselves.)
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