Recently, Sony's latest OLED TV market, 77-inch giant screen price as high as 1,499,000 yuan, far beyond the 55-inch 24,999 yuan listed in March and 65 inches 35,999 yuan. Netizens joked that Sony's 77-inch display area has doubled compared to the 55-inch display, and prices have increased by an order of magnitude.
Large size sells well, 2017 new normal behind Sony's high-priced large-size OLED strategy is the new normal for the entire color TV industry in the first half of 2017, “big size sells betterâ€. According to Suning's "2017 TV Industry Trend Report" in the first half of 2017, high-end TVs have become the mainstream consumer trend of color TVs. In the first half of the year, the sales volume of 55-inch and above color TVs sold by Suning has exceeded 70%.
For this change, industry experts believe that the main reason is that since the fourth quarter of 2016, display panels have continued to increase prices, resulting in a substantial reduction in the “preserving value†of small and medium sized products. From the perspective of market price trends, the price of products under 55 inches has basically increased by 20%. This suppressed the consumer demand for low- and medium-price products, which in turn caused the industry's shipments to decline by nearly 10% in the first half of the year.
At the same time, large-size products larger than 55 inches, because the original premium level is higher, can withstand greater upstream price fluctuations. This actually led to large-size, high-priced color TV products in the industry in the tide of rising prices as a "middle lane." Even 65-inch and above products have seen some price declines this year. These changes appear to consumers as "larger sizes are more worth buying," and there is no reason to "add" moisture to the price.
The trend of color TV industry as a whole to large size and high price development has constituted a very favorable situation for the development of OLED TVs. Compared with liquid crystal display, OLED products have a cost disadvantage of about one time. This determines that OLED TV can only work in the high-end areas. This is the industrial background that Sony has been trying to promote the popularity of large-size OLED TVs this year. According to data from Yikang, the sales of Sony's 65-inch OLED TVs accounted for more than 20% of the total sales of OLED TVs in China, plus its two other 55-inch OLED TVs. . Sony, together with Skyworth, which first entered this market, formed the "double engine" of the domestic OLED TV market.
The increase in production of LG E4 will benefit the overall OLED market in 2017. Sony and OLED display have deep roots. As early as 2017, Sony had tested OLED TVs. However, the strategy at the time was dominated by small-size markets up and down the 19-inch. However, Sony's initial attempt ended in failure due to the limitations of technical maturity and the overall trend of the color TV industry to large-scale development.
In 2017, Sony strengthened its cooperation with LG, an upstream OLED panel manufacturer, and fully launched its OLED TV strategy. The breakthrough was made in large-size, high-end and black technology. For example, the newly-launched 77-inch OLED is the first oversized panel sound product in China. Through the integration of the picture and sound equipment in the spatial position, to provide a better three-dimensional telepresence, but also can say goodbye to the fixed pattern of "bottom black speaker" in product modeling.
In fact, the brand of new OLED product line joining 2017 is not only Sony, but also Japanese giants such as Toshiba and Panasonic. The background of this industry change is the increase in production of the LG E4 line.
According to foreign media, the second phase of the expansion of the second AMOLED TV panel production line E4 line of LG will be put into operation in the second half of 2017. The industry judges that based on the increase in production capacity, AMOLED TV panel shipments will reach new heights, from 890,000 pieces in 2016 to about 1.5 million pieces in 2017, and in 2018 will reach 200-2.7 million pieces.
What is worth mentioning is that the expansion of LG OLED TV panels is achieved at LG's efforts to develop medium- and small-sized OLED panels, responding to the backdrop of Apple's representative handset manufacturers' demand for OLED bursts - that is, LG's OLED TVs. The increase in panel production did not account for how much new resources LG showed. This will leave more room for imagination than the future growth potential of OLED TV panels.
According to industry research, it takes only 2-3 years, the focus of OLED investment will shift from the current small and medium size to the large size of the TV. At present, the preemption of OLED TV is to seize the commanding height of the future market.
Large-size market, OLED LCD will enter the era of high and low with this Sony OLED TV new look a lot, but the most sensational or nearly 150,000 price. Perhaps many old drivers in the industry still remember Sharp's price of 188,888 yuan for the first 60-inch LCD when it was listed in 2006, and it still sells out of stock. It can be said that TV industry has never lacked the "more expensive to buy" market.
However, the market structure of LCD and OLED TVs has not been the same in 2017. The once-price 60-inch LCD is now only priced at around RMB 4,000, and high-end products are also difficult to break through the RMB. This echoes the OLED industry's "top" banner.
In fact, with the breakthrough of LG, BOE and other large-scale OLED manufacturing, and the future of TCL Huaxing Optoelectronics' 11th-generation OLED line, large-scale color TV market has gradually formed OLED occupying high-end, LCD occupies low-end tiers. pattern. This pattern is consistent with today's mobile display market OLED occupying high-end, liquid crystal occupying the low-end structure.
From a technical point of view, self-luminous OLED displays enable thinner product designs, better color reproduction, deeper contrast, and smoother motion. At the same time, OLED is still the best technical route for flexible displays in the future. The liquid crystal display is subject to the limitations of the backlight structure, and it cannot achieve a reliable flexible design, and it is impossible to fold the product.
In the future, OLED TVs will go through the technological upgrading process of “color filter film products—RGB three-color products—flexible folding productsâ€. Compared with liquid crystals, the existing technologies have been highly matured, and the value of products that can be brought by 8K and QLED backlights has been excavated. The future is facing the “post-maturity†of “assorting skillsâ€.
From the market point of view, the popularity of small and medium sized OLEDs has been an arrow on the strings. In 2016, Apple decided to use OLED screens for its next-generation mobile phone products. It has already succeeded in crowning the OLED's position in the consumer electronics display field. The integrated appeal of Apple and Samsung's high-end mobile phones directly led to an upsurge of investment in small-to-medium size panels reaching a scale of more than 300 billion yuan. According to research data, at the latest 2020, OLED will win half of the global mobile phone market. The developed countries such as China, the United States, Europe, and other consumer electronics products will achieve the basic popularity.
Therefore, in the next three years, the domestic display market is: the small and medium size represented by the mobile phone, which will change from the liquid crystals occupying the bulk and the OLED occupying the high-end pattern to the popularity of OLEDs; the display products represented by the color TVs will realize the equalization of liquid crystals and OLEDs in the large-size fields. OLEDs occupy a part of the high-end market segment and fully occupy the upgrade of the high-end market.
In 2017, the OLED lineup was stronger and higher, challenging the market. The rise of the domestic OLED color TV market is almost in sync with the world. However, the early market was mainly driven by Skyworth's "personal power." Since 2017, with the participation of the Japanese giants and Philips, and other brands, the OLED market has truly formed a high firewood situation, demonstrating the “kingâ€.
According to AVC monitoring data, the retail sales volume of OLED TVs for the period from January to May of 2017 increased by 86.3% year-on-year under the leadership of Skyworth and others. In the first half of this year, the overall decline of the color TV industry has become a huge highlight of the industry. According to industry analysts, OLED TVs have won the industry's most profitable "top 5% sales" and have been at most one year away.
At present, OLED TVs represent the industry's technology trend value, display experience value, and brand appeal value, and also represent the industry's future direction and profit potential value. The Sony new product that dares to price 150,000 yuan is the representative product of this series of laws. To sum up, Sony's investment in OLED is not just a simple investment in high-end TV, but an investment in the future of the industry. The marketing of OLED TV products is in the midst of the contradiction between limited quantity and unlimited imagination. In this regard, industry experts believe that “daring to rush to the deepest risk in the market†will have the opportunity to win the future. OLED will be a life and death threshold for any color TV company.
Large size sells well, 2017 new normal behind Sony's high-priced large-size OLED strategy is the new normal for the entire color TV industry in the first half of 2017, “big size sells betterâ€. According to Suning's "2017 TV Industry Trend Report" in the first half of 2017, high-end TVs have become the mainstream consumer trend of color TVs. In the first half of the year, the sales volume of 55-inch and above color TVs sold by Suning has exceeded 70%.
At the same time, large-size products larger than 55 inches, because the original premium level is higher, can withstand greater upstream price fluctuations. This actually led to large-size, high-priced color TV products in the industry in the tide of rising prices as a "middle lane." Even 65-inch and above products have seen some price declines this year. These changes appear to consumers as "larger sizes are more worth buying," and there is no reason to "add" moisture to the price.
The trend of color TV industry as a whole to large size and high price development has constituted a very favorable situation for the development of OLED TVs. Compared with liquid crystal display, OLED products have a cost disadvantage of about one time. This determines that OLED TV can only work in the high-end areas. This is the industrial background that Sony has been trying to promote the popularity of large-size OLED TVs this year. According to data from Yikang, the sales of Sony's 65-inch OLED TVs accounted for more than 20% of the total sales of OLED TVs in China, plus its two other 55-inch OLED TVs. . Sony, together with Skyworth, which first entered this market, formed the "double engine" of the domestic OLED TV market.
The increase in production of LG E4 will benefit the overall OLED market in 2017. Sony and OLED display have deep roots. As early as 2017, Sony had tested OLED TVs. However, the strategy at the time was dominated by small-size markets up and down the 19-inch. However, Sony's initial attempt ended in failure due to the limitations of technical maturity and the overall trend of the color TV industry to large-scale development.
In 2017, Sony strengthened its cooperation with LG, an upstream OLED panel manufacturer, and fully launched its OLED TV strategy. The breakthrough was made in large-size, high-end and black technology. For example, the newly-launched 77-inch OLED is the first oversized panel sound product in China. Through the integration of the picture and sound equipment in the spatial position, to provide a better three-dimensional telepresence, but also can say goodbye to the fixed pattern of "bottom black speaker" in product modeling.
In fact, the brand of new OLED product line joining 2017 is not only Sony, but also Japanese giants such as Toshiba and Panasonic. The background of this industry change is the increase in production of the LG E4 line.
According to foreign media, the second phase of the expansion of the second AMOLED TV panel production line E4 line of LG will be put into operation in the second half of 2017. The industry judges that based on the increase in production capacity, AMOLED TV panel shipments will reach new heights, from 890,000 pieces in 2016 to about 1.5 million pieces in 2017, and in 2018 will reach 200-2.7 million pieces.
What is worth mentioning is that the expansion of LG OLED TV panels is achieved at LG's efforts to develop medium- and small-sized OLED panels, responding to the backdrop of Apple's representative handset manufacturers' demand for OLED bursts - that is, LG's OLED TVs. The increase in panel production did not account for how much new resources LG showed. This will leave more room for imagination than the future growth potential of OLED TV panels.
According to industry research, it takes only 2-3 years, the focus of OLED investment will shift from the current small and medium size to the large size of the TV. At present, the preemption of OLED TV is to seize the commanding height of the future market.
Large-size market, OLED LCD will enter the era of high and low with this Sony OLED TV new look a lot, but the most sensational or nearly 150,000 price. Perhaps many old drivers in the industry still remember Sharp's price of 188,888 yuan for the first 60-inch LCD when it was listed in 2006, and it still sells out of stock. It can be said that TV industry has never lacked the "more expensive to buy" market.
However, the market structure of LCD and OLED TVs has not been the same in 2017. The once-price 60-inch LCD is now only priced at around RMB 4,000, and high-end products are also difficult to break through the RMB. This echoes the OLED industry's "top" banner.
In fact, with the breakthrough of LG, BOE and other large-scale OLED manufacturing, and the future of TCL Huaxing Optoelectronics' 11th-generation OLED line, large-scale color TV market has gradually formed OLED occupying high-end, LCD occupies low-end tiers. pattern. This pattern is consistent with today's mobile display market OLED occupying high-end, liquid crystal occupying the low-end structure.
From a technical point of view, self-luminous OLED displays enable thinner product designs, better color reproduction, deeper contrast, and smoother motion. At the same time, OLED is still the best technical route for flexible displays in the future. The liquid crystal display is subject to the limitations of the backlight structure, and it cannot achieve a reliable flexible design, and it is impossible to fold the product.
In the future, OLED TVs will go through the technological upgrading process of “color filter film products—RGB three-color products—flexible folding productsâ€. Compared with liquid crystals, the existing technologies have been highly matured, and the value of products that can be brought by 8K and QLED backlights has been excavated. The future is facing the “post-maturity†of “assorting skillsâ€.
From the market point of view, the popularity of small and medium sized OLEDs has been an arrow on the strings. In 2016, Apple decided to use OLED screens for its next-generation mobile phone products. It has already succeeded in crowning the OLED's position in the consumer electronics display field. The integrated appeal of Apple and Samsung's high-end mobile phones directly led to an upsurge of investment in small-to-medium size panels reaching a scale of more than 300 billion yuan. According to research data, at the latest 2020, OLED will win half of the global mobile phone market. The developed countries such as China, the United States, Europe, and other consumer electronics products will achieve the basic popularity.
Therefore, in the next three years, the domestic display market is: the small and medium size represented by the mobile phone, which will change from the liquid crystals occupying the bulk and the OLED occupying the high-end pattern to the popularity of OLEDs; the display products represented by the color TVs will realize the equalization of liquid crystals and OLEDs in the large-size fields. OLEDs occupy a part of the high-end market segment and fully occupy the upgrade of the high-end market.
In 2017, the OLED lineup was stronger and higher, challenging the market. The rise of the domestic OLED color TV market is almost in sync with the world. However, the early market was mainly driven by Skyworth's "personal power." Since 2017, with the participation of the Japanese giants and Philips, and other brands, the OLED market has truly formed a high firewood situation, demonstrating the “kingâ€.
According to AVC monitoring data, the retail sales volume of OLED TVs for the period from January to May of 2017 increased by 86.3% year-on-year under the leadership of Skyworth and others. In the first half of this year, the overall decline of the color TV industry has become a huge highlight of the industry. According to industry analysts, OLED TVs have won the industry's most profitable "top 5% sales" and have been at most one year away.
At present, OLED TVs represent the industry's technology trend value, display experience value, and brand appeal value, and also represent the industry's future direction and profit potential value. The Sony new product that dares to price 150,000 yuan is the representative product of this series of laws. To sum up, Sony's investment in OLED is not just a simple investment in high-end TV, but an investment in the future of the industry. The marketing of OLED TV products is in the midst of the contradiction between limited quantity and unlimited imagination. In this regard, industry experts believe that “daring to rush to the deepest risk in the market†will have the opportunity to win the future. OLED will be a life and death threshold for any color TV company.
Smart TV/box information can focus on smart TV information network sofa butler (http://), China's influential TV box and smart TV website, providing information, communication, TV boxes, smart TVs, smart TV software, etc. Answering questions.
External Axial Fan,External Rotor Fan,External Rotor Axial Fan,Axial Cooling Fan
Hangzhou Jinjiu Electric Appliance Co Ltd. , https://www.jinjiufanmotor.com