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If Sony Expo is a concentrated display of Sony's full line of products once a year. It does not say that this year is a new product launch conference specially for Sony's latest OLED TV A1.
At the CES show earlier this year, Sony introduced the latest OLED TV A1 series. To tell the truth, the release of the Sony A1 does make all the consumers shine, leaving behind the OLED and quantum dot panel technology that the industry has been arguing. We have never seen a TV like the A1 without a pedestal and no obvious speakers. The component is such a whole screen straight "plug" in front of us, it really makes people wonder.
To tell you the truth, from January to March, the first IPO in China was launched. During this period of time, we analyzed the possible changes that the Sony A1 will bring to the entire OLED market. We also reviewed the various aspects of A1 for consumers in detail. Performance, in addition to the unresolved pricing, we think we already know enough about this product.
However, when Sony announced its 65-inch 35,999 yuan and 55-inch, 24,999 yuan unsurpassed “high price†on Sony Expo 2017, we were indeed surprised. Thus, how do we price such a TV product that incorporates Sony's most advanced technology? What are the market strategies and goals in the country? Problems have once again generated interest.
There is no competition for A1 in the OLED TV market 
From the perspective of the current market, OLED TVs have been stubbornly high in terms of product sales due to issues such as panel productivity and yield. We can see in Jingdong that the current top four OLED TVs are all taken over by LG, which is 79999 yuan, 59999 yuan, 4499 yuan and 39999 yuan respectively. The fifth is the Sony A1, 65 inches at 35,999 yuan. Truthfully speaking, we even suspected that A1, a 65-inch version of OLED TVs that incorporates Sony's top technology, will not cost less than $50,000. Therefore, when someone mentioned that Sony A1's pricing in China is "very cheap," I do not think this statement is exaggerated. 
For Sony A1’s pricing problem, Xie Tao, president of Sony Electronics (China) Co., Ltd.’s consumer electronics business unit, describes this issue. There are many factors in product pricing. Three important points are important: 1. In order to maintain unity of product pricing, A1 prices in various countries around the world The difference will not be great; 2. Considering the healthy development of the OLED market, the price itself is a relatively reasonable price for Sony; 3. This price is a typical high-end population acceptable pricing.
In fact, as early as last year's CES, Sony has made it clear that the future of television's product strategy will be the main high-end market. In 2016, the structure of Sony TV products continued to adjust, and the proportion of large screens and high-end models continued to rise. Sony's home entertainment and audio services (including TV and audio and video services) have been adjusted for two consecutive quarters through the continuous improvement of operational efficiency and costs. High fiscal year operating profit expectations and strong growth in FY17 continue to occupy the first position in the US and Japan markets. In Xie Yu’s words, “Sony’s market share is the highest in the 75-inch and 75-inch TV market. 100-inch TVs are even less in the market today.â€
According to Ichiro Takagi, president of Sony Vision Products, in the high-value market, Sony needs more product lines to support the high-end market and hopes to increase its share. A1 is a product that Sony attaches great importance to. No matter if it is from the quality or sound quality, there is no competition in the OLED TV market.
“We have no plans to reduce the price of the A1 TV in one year. This is totally different from all ordinary LCD TVs in the past.†said Takaichiro Takagi.
To gain absolute advantage in 10% of the market 
From left to right: Director of Sony China Home Display Products Chen Wei Sony (China) Co., Ltd. President of Consumer Electronics Business Unit Xie Jun, President of Sony Vision Products Co., Ltd. Takaichiro Takaki Sony (China) Co., Ltd. Vice President, Consumer Electronics Business Division Abei Hideo Therefore, OLED screen display technology has always been skeptical, and the problems are mainly concentrated on: life, yield, price and other aspects. Even before there was a voice, the only remaining advantage of OLED was black field and flexibility. Although these problems have now been technically improved, especially in terms of "ghosting" problems and yields, they have been very effectively improved with the development of technology. However, the overall production capacity of OLEDs has been plaguing all of them. TV manufacturers.
Takagi Ichiro also admitted that OLED and LCD have about 30% more production process and time, but they are lower than LCD in the yield rate. Therefore, they are obviously different in quantity, resulting in 90% of TVs currently on the market. It is LCD, and only 10% is the case of OLED supply. However, he believes that the more they are in such situations, the more they need to differentiate their products and take advantage of OLED. For example, the contrast and design of A1's screen can be realized because of the characteristics of OLED, which makes these advantages available.
Takaichiro said that Sony's A1 is to achieve an absolute advantage in this 10% market, and this is Sony's development strategy in OLED TV.
Sony Chen, director of home display products at Sony China, also stated that with regard to panel supply issues, China is the most important market, and China has no problems with OLED procurement distribution. How much demand is there is supply?
About the future of Sony OLED, these big brothers think so. 
Friends familiar with Sony may all know that the A1 series OLED TVs released this year are not the first time Sony has set foot in the OLED TV field. In fact, Sony launched the world's first OLED TV XEL-1 in 2007. In 2013, Sony also released the world's largest (56-inch) 4K OLED TV. Obviously, on OLED, Sony is not a recruit.
However, with the development of OLED panel technology in recent years, LG has continuously introduced a variety of differentiated OLED TV products by virtue of its inherent advantages in the OLED upstream industry chain. For example, wallpaper TVs, hyperbolic TVs and so on have all become masterpieces of LG OLED. So Sony has the industry-leading display technology under the premise of OLED technology, how to look at it, Takagi has its own ideas.
Takaichiro Ichiro said that A1's screen sound field technology was actually developed based on the characteristics of OLED screens. From the perspective of the development direction of OLED TVs, how OLEDs are thin and flexible can be used on TVs, and they need to be developed based on the needs of users for TVs. For example, the current TV screen is a trend, but if the material is hard, it is very difficult for a TV to stay in a high-rise building because it encounters obstructions when it is handled by elevators. In this case, if the TV can be bent, it can be solved by carrying it.
Takagi Ichiro revealed that Sony has slimmed down its TV technology and also has 5mm OLED production technology. On this basis, Sony may also consider OLED TV wall design, and the integration of the wall.
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