The first tiger: corporate fight

This year, with the official launch of Sony's new A1 series of OLED TVs, it broke the balance between LG and Skyworth's two companies in the past two years to promote OLED TVs in China and global markets. This led to OLED TV camp fighting and random fighting.

In the past few years, non-OLED camp rivals, such as laser TVs and QLED TVs, have continued to challenge the market for extruded OLED TVs. This year, it is the competition and challenges within the OLED TV camp. Because for Sony, entering the OLED TV market, in addition to stimulating demand for new growth markets, but also to snatch the original market share of LG and Skyworth.

In fact, although Sony is a latecomer in the Chinese market, it hopes to become a breakup. On the one hand, LG is currently facing the status of the edge of the Chinese TV market, it is difficult to promote the promotion of OLED TV detonated; on the other hand, they blame local companies such as Skyworth, Konka, not to sell OLED TV but to sell OLED display at a low price panel.

Since this year, OLED TVs have appeared on the market with low-price and high-price pies, and Sony and LG, Skyworth and other rivals have become fierce competition. It can be said that with the fighting of Sony, Skyworth, and LG in the market, coupled with the suppression of LCD TVs, Quantum-dot TVs, and laser TVs, it can be said that “increase in internal and external chaos” has dragged the market.

The second tiger: limited capacity

Inadequate production capacity has been the reason why OLED TVs are currently difficult to detonate and promote in the global market. Although the current supply of small-screen OLEDs has been globally released and detonated, the supply of large-screen OLEDs has lingered in the millions. Caused by the color TV companies have not dared to openly and fully promote.

The reason for the lack of productivity of OLED TV panels is that LGD is the only large-screen OLED panel supplier in the world and is subject to the issue of low yield, and has not delayed the investment of other companies in the field of large-screen OLEDs. output. According to recent news, LGD plans to invest in OLED projects in Guangzhou, and it is possible to produce large-size OLED panels and OLED TVs. However, it was denied by LGD.

There has been no major breakthrough in the current LGD yield rate, and the 4K OLED large-screen yield has been difficult to stabilize at more than 50%, resulting in more uncertain fluctuations in panel prices. For example, in the near future, there have been bursts of mass production of 65-inch OLED panels, resulting in a 55-inch yield drop.

On the other hand, the price of OLED panels has remained high. At present, 55-inch OLED panel prices are still maintained at more than 850 US dollars, and 55-inch LCD panel prices have dropped to about 175 US dollars, even if OLED does not have the cost of backlight, but the price difference between the two or more about 5 times can not be reduced in the short term.

Although Skyworth has already lowered the price of 55-inch OLED TVs by 30% this year and approaching 10,000 yuan, this still has a relatively large price difference compared with LCD TVs of the same size. Similarly, for LGD, at this stage in the context of insufficient production capacity, it is unwilling to excessively lower the price war. At the same time, it is not willing to release supply panels to low-end brands such as Skyworth, Konka, Changhong and Philips.

Third Tiger: Product Performance

User recognition is the ultimate king of OLED TVs. But the premise is that there must be OLED good products and big brands that meet the needs of users. Otherwise, no matter how good the new technology is, it is just a "laboratory result."

Last year, Skyworth publicly announced that the first year of popularity of the OLED TV market has arrived, to sell 200,000 OLED TVs. In the end, data from third-party monitoring agencies such as China Yikang indicated that the total retail sales of OLED TVs in the Chinese market in 2016 was only 33,000 units. It is estimated that in 2017, 1800,000 OLED TVs will be sold in the Chinese market, and shipments of laser TVs will exceed 300,000 units, and large-screen laser TVs will come from behind.

Dr. Luo Zhongsheng from Nanosys Research found that the current lifetime of OLED blue light is about 10,000 hours, while the lifetime of LED liquid crystal blue light is at least 30,000 to 50,000 hours. The reason for the short blue light lifetime is that the energy of blue photons is high, which can easily cause the material to decay. Since OLEDs are high-molecular organic materials, the short life of blue light becomes a short board that cannot be avoided; LED TVs and Quantum TVs are Inorganic materials, in nature, have a much longer lifetime than OLEDs.

Currently, OLED TVs have a short life span and cannot be turned on for a long time, which has always affected the market and consumer experience. On Sony, LG, and Skyworth's OLED TV specifications, it is clearly written that consumers are required to shut down and rest for at least 10 minutes before they can turn on their phones after watching for four hours.

It can be seen that although many companies are optimistic about the market prospects of OLED TVs, before a series of “stumbling blocks” have not been eliminated, their marketing and commercial detonation are destined to be unilateral acts of some companies.

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