According to relevant data, sales of OLED TVs in the Chinese color TV market doubled in 2016 compared with 2016. Although at the end of 2016 to early 2017, due to factors such as rising panel prices, the overall color TV sales volume declined in 2017, but growth in the high-end market, OLED, and Quantum-Dot TV have shown signs of phenomenal growth.
In the high-end market, both OLEDs and quantum dots have grown at different rates. As two innovative display technologies for two opposing camps, it is difficult to compare them. According to IHS data, in 2017, in the high-end TV market of over $2,500, OLED TVs accounted for 51.3% of the world's total, surpassing LCD TVs for the first time. This figure was only 15.5% in 2015 and 35% in 2016.
It can be said that in the high-end market, OLED has surpassed LCD in terms of growth or share, becoming the most popular television product in the high-end market. From the perspective of display technology, OLEDs and quantum dots are currently the most promising display technologies. In the future, it is not excluded that there are other innovative display technologies. However, at present, OLED self-emission technology is currently at a leading position.
And according to IHS, in 2018, the proportion of OLED TVs in the high-end TV market of US$2,500 will climb to 70.7%, which will further pull away from the LCD and become the dominant color TV in the high-end market. Perhaps this also indicates that OLEDs and quantum dots The next generation of display technology has already come to an end.
Judging by the grand occasion of this year's major exhibitions, the era of pursuing content, hardware, and cost-effectiveness has passed. The competition in the color TV industry has returned to its true nature. OLED organic self-emission technology has abandoned the traditional light source, and has the technical characteristics of infinite contrast, fast response time, high color gamut, wide viewing angle, and the like. Compared with LCD TVs, it has obvious image quality advantages.
Moreover, the OLED display technology itself has ultra-thin, flexible, flexible and other technical features, so that the color TV in the shape design more than a lot of delusion space, such as art television, wallpaper TV, picture frame TV, etc., represent the current new form of television . Moreover, in the traditional concept of Chinese family, television is not only a viewing tool, but also a decoration tool for the living room. A beautiful TV can highlight the sense of fashion and level of the living room.
Compared to the LCD era, when OLEDs arrived, domestic manufacturers responded quickly, and domestic panel supply chains also matured, so OLEDs are not behind Japan and South Korea. With the OLED "brother" headed by Skyworth in the OLED industry, the old TV giants Changhong, Konka, Coolo and other domestic brands have entered the OLED industry, becoming one of the countries with the largest number of OLED TV brands.
Skyworth is the first brand in China to develop OLED core technology and introduce OLED products. It has been 10 years since. Its S9, S9D and other OLED products are all cutting-edge products. According to the monthly monitoring data of the Ove Cloud Network from January to December of 2017, Skyworth’s OLED TV sales accounted for 46.0% of the total sales volume of the OLED TV market in China, ranking first.
In 2017, Skyworth released the wallpaper series of televisions and posted them on the wall like a piece of paper. It can be said to completely subvert people's perception of television. At the same time, Skyworth CEO and Executive Director Liu Tangzhi said that OLED TV has unprecedented improvement in life, yield and price, and the market has matured. It only owes one east wind, and this Dongfeng is the price, so Skyworth as the domestic OLED field The “One Brother†pioneered the road to price cuts. Its newest 55S8 OLED TV price is controlled within 10,000 yuan, helping OLED to dominate the commanding heights of the high-end market.
Today, foreign brands, with Panasonic, Sony and other companies announced that they withdraw from OLED products, now the world has widened the Japanese, Korean, European and other brands as many as dozens of OLED layout, almost broadened the market famous brand. In addition, the domestic brands such as Skyworth have contributed to the price, and it seems that the LCD market has taken over from the moment.
According to HIS's forecast data, China's OLED TV sales will continue to maintain rapid growth in 2019, an increase of 115.5% over 2018. By then, China will also become the only region in the world where OLED TV sales growth exceeds 100%.
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