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Displayed at several large-scale consumer electronics shows, OLED TVs, which are known as the "next generation display technology," have finally been marketed in China.

On June 27th, Samsung released a 55-inch ultra-thin curved OLED TV in South Korea, priced at 15 million won, and plans to push it to the international market this month. It is said that this TV will meet Chinese consumers as soon as possible in September. According to an insider from LG Electronics (China), OLED TVs will be released in August and will be sold in China in the second half of the year.

In the face of surging OLED TVs from South Korean Hutch, famous home appliance observer Liu Buchen exclaimed, "The wolf has come." Changhong, Skyworth and other domestic color TV giants said: There are OLED technology reserves, but there is no relevant plan, the focus is still 4K.

Glossary

OLED (Organic Light Emitting Diode), which is recognized as the next generation of revolutionary display screen technology, compared to passive light source liquid crystal, the technical characteristics of OLED self-luminescence make it more amazing in the performance of the black field, natural quality of the picture It is also unmatched by LCD. OLEDs also have advantages in energy saving, thinness, transparent screens, and even bendability. This is why people are rushing to OLEDs.

Express: OLED TV is expected to be listed during the year

According to foreign scientific and technological websites on June 27, Samsung released a 55-inch ultra-thin curved OLED TV in Korea, priced at 15 million won (about 80,000 yuan). It is reported that this 55-inch curved OLED uses a "Timeless Arena (classic stage)" design, so that any place on the screen and the viewer is equal distance, get a better visual experience than flat-panel TV. At the same time, the TV also offers many features such as multi-view viewing (two people can watch different content at the same time), Evolution Kit (smart upgrade card) kit and so on. Samsung said it will sell in markets outside Korea this month, but has not announced specific countries and regions. According to sources, this TV will land in China as soon as September.

Earlier this month, at the LG Electronics Chengdu Tour, an insider from LG Electronics (China) revealed that LG plans to release new OLED TVs in August. The selling price is expected to be within 100,000 yuan, and it is possible to achieve sales in China in the second half of the year. It is understood that OLED screens are currently widely used on smart phones, but TVs with OLED screens are still relatively niche. Compared to traditional LCD screens, OLEDs can provide faster response times and higher contrast, and the picture quality is sharper, which is considered as a new generation of screens for consumer electronics devices. Currently, Samsung and LG are the two main players that provide OLED screens. Both have invested heavily in research and development. In addition, Samsung and LG also accounted for half of the world's TV market share.

The United States market research company Display Search predicts that in 2013 global OLED TV sales will reach 50,000 units, and it will reach 600,000 next year, and it will reach 7 million units by 2016.

Observer: Domestic color TV should pay attention to layout

Samsung and LG are accelerating the pace of listing OLED TVs, and domestic TVs have no movement. Well-known household appliance watcher Liu Buchen is in a hurry: “OLED is the trend of TV development in the future, and domestic TV companies should seize the time layout, and should be launched at the latest by June next year. Own-brand OLED products will otherwise be subject to upstream as they were a decade ago."

Liu Buchen stated that today's OLED situation is very similar to LCDs and PDPs a decade ago. At that time, LCDs and PDPs had just entered the public's field of vision. Many people think that flat-panel TVs are still far away from consumers. The owner of a color TV company even vowed that "CRT TVs still have a good long life." Compared with the high profile of companies in Korea and Japan, Chinese TV companies have chosen collective silence on OLED. One fact that you have to admit is that in the big screen OLED situation, Chinese companies have once again landed behind Korean-Japanese companies. This backwardness manifests itself in two aspects: weak basic technology research and inadequate industrial preparation. Some TV companies' OLED "ostrich policy" is the most dangerous.

“When Samsung, LG and even Sony, Panasonic and other international giants are actively deploying OLEDs, it is foolish to refuse OLEDs under any pretext because OLEDs will not change due to the wishes of a certain company. With such an excuse rejecting OLED, I reminded these companies to think about a problem: If you don't go to layout OLED today, when tomorrow's OLED era comes, do you still have a chance? Are you ready to make another mistake in the CRT era? "Liu Buchen said at the end," whoever takes the lead in completing the OLED industry layout and market share, who will have the dominance of the next color TV era."

Domestic Color TV: No related plans

In stark contrast to the high profile of Samsung and LG in OLED products, domestic color TV sets led by Changhong, Skyworth, and Hisense are more cautious.

"In terms of enterprises, OLED's early-stage input costs are too high; for consumers, the cost-effectiveness is too low." said Li Yong, general manager of Changhong Multimedia Chengdu Branch, Changhong has technical reserves for OLED, and will also follow up with new technologies The development, but there is no relevant plan, and the focus is still on 4K TV. This is also the view of Zhao Ke, Deputy General Manager of Marketing Division of Skyworth Group (China Region) and General Manager of Sichuan Branch.

He Jianfeng, general manager of Chengdu Marketing Center of Hisense Group, told Chengdu Daily News that from the current Samsung’s published price point, its price is seven to eight times that of domestic 4K TVs of the same size, and there is almost no price/performance ratio for consumers. After maturity, it is inevitable that OLEDs will replace LEDs. "At present, Hisense has cooperated with LG and has OLED technology products, but it has not yet been pushed. Group news, plans to allow OLED products to be listed on a large scale in June next year."

Changhong and Hisense also revealed that although the news of OLED listing has no impact on the selling price of 4K, with the adjustment of the brand's own industrial structure, the proportion of 4K will increase substantially. In September this year, there will be a large number of new 4K TVs listed. At that time, 4K TV prices are expected to drop by 15% to 20%. Chengdu Commercial Daily reporter Li Lin