In the past two years, with the increasingly saturated color TV market, the whole market has shown a relatively weak state, but this has not affected the rapid development of color TV technology, especially in the field of high-end color TV, with OLED TV as the high-end new technology genre. The product has ushered in an unprecedented growth period. Relevant industry veterans expect that OLED TV will witness explosive growth in the next three years.
According to the data, the shipment of OLED TVs in 2016 was 60,000 units. It is expected that this number will reach 200,000 units this year and 600,000 units in 2019. And it is predicted that China's OLED TV market share in the world will be stable at around 20% in 2018, becoming the world's largest OLED market.
OLED is a self-luminous source display technology based on organic thin film, which has many advantages, such as ultra-thin, ultra-wide viewing angle, flexible curling, high color gamut, transparency, etc. Deng Qingyun, as the father of OLED, predicted that OLED must become the core of display technology. , gradually replacing the existing liquid crystal display technology.
At present, OLED basically solves the problems of life, yield and stability in terms of technology, and the advancement of technology makes the OLED TV industry chain mature.
In the OLED industry upstream panel factory, both LGD and Samsung have invested huge amounts of capital in the OLED industry; BOE has established the first OLED experimental line in 2001, and launched the sixth generation OLED production line in 2015; 2016 In the year, panel makers such as BOE and Huaxing Optoelectronics have increased their investment in OLED panels.
In the downstream color TV manufacturers, many machine manufacturers represented by Skyworth, LGD, etc. have formed a firm OLED camp. Among them, Skyworth is a strong promoter of OLED TV. In 2017, it will further enrich its product line, adding more sizes, from 55 inches to 65 inches to 77 inches, and speeding up the launch of pure domestic OLED TVs.
The high-profile addition of Sony at the beginning of this year has also made the OLED organic TV camp more and more powerful. This year, there will be more display products of various OLED screens. The entry of OLED into the public life is an irreversible trend in the current display industry.
In terms of selling price, OLED TV is also becoming more and more affordable. Especially in March of this year, Skyworth's OLED TV began to cut prices nationwide, with a drop of more than 20%. In the week of price cuts, Skyworth OLED TV sales increased by 351% year-on-year, and the Spring Festival, which is the peak season for sales, increased by 52%.
The Skyworth price cut storm also shows the huge development space and market potential of OLED TV. The industry expects that the explosive growth of OLED sales will be expected to encourage more manufacturers to join the OLED price cut wave, and its explosive power will also attract more incoming people to enter the OLED field sooner or later.
In addition, in this context, Suning recently announced cooperation with Skyworth, Changhong, Konka, LG, Sony, Philips and other brands to invite consumers to in-depth experience through the theme of tasting, accelerate the popularity of OLED TV, while Conducive to consumers through large single purchase, underwriting customization.
Therefore, it is not difficult to see that high-definition picture quality and exquisite appearance are the first choice of consumers, while OLED TV technology has higher features and more fashionable appearance. Users' desire to purchase is also more inclined to OLED TV. The industry predicts that the size of the entire display industry after entering the OLED era is difficult to estimate.
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