"This year and next will be OLED first year of publishing and promotion. "On August 25, Liu Tang, President of Skyworth group TV interviewed by 21st century business Herald reporters revealed, Skyworth 4K OLED TV has volume production, is expected to sell 50,000 this year OLED TV.
Since 2013 LG Launches the world's first OLED TV, owing to reasons such as low yield, the price is too high, the market acceptance has been very low. But with the warmer color TV sales this year, with OLED technology has made rapid progress in the past two years, making OLED into the thousands of possible.
Within the short space of a month, including LG, Skyworth, KONKA and other domestic and foreign color TV manufacturer has released a new OLED, OLED products at the same time enriching the market, prices have significantly lower trend.
In the home appliance industry expert Liang Zhenpeng, OLED display technology in contrast, black, color field, speed of response, and even Visual point of view, is less than the current mainstream LED LCD TV is revolutionary to upgrade, and the color TV industry as a whole has gradually formed a consensus, will fully into the era of OLED TV the future.
According to the aoweiyun network (AVC) forecast data displays, 2015 OLED TV sales will reach 100,000 units, market penetration is 0.2%. In this regard, Liu Tang is expected, with the major manufacturers to increase the input in the promotion of OLED, OLED television next year's market penetration is expected to reach more than 15%. On computer vision start up this traditional company
First year of OLED
According to the reporter, OLED display technology with self-luminous characteristics, not only with the currently available general use and sale LED LCD TV glows principle there is a substantial difference, and with infinite contrast ratio, wudu full color fields, high response speed as well as wide brighter perspective and so on.
However, while OLED technologies since its birth has for some time, but OLED television production very few listed companies now only last year, LG Electronics announced realize OLED mass production and Skyworth 4K OLED mass production recently announced. Worth noting is that was announced at Skyworth 4K OLED mass production for a few days, KONKA has also published a number of cost-effective new OLED TV, TCL has also revealed in the study printed OLED TV Panel technology.
According to Liu Tang introduced, Skyworth 4K OLED television units at present levels of production, and for the upcoming national day Golden Week, Skyworth will launch the OLED of high, medium and low market products. Can be expected to be, 11 Golden Week this year will be the major TV manufacturers of the OLED field.
LG had previously said its new OLED TV EG9600 have been Beijing suning, GOME and other key stores, Tesco and suning synchronized opening pre-sale activities.
According to Liu Tang revealed that Skyworth 11 Golden Week this year will invest 4000wanlai promotion of OLED TV, and next year will be from the store experience transformation, layout in many ways such as innovation and promotion of marketing channels, the OLED into another engine of growth after the company 4K.
Performance report for the first half of this year, according to the dimension display, the company's sales from last year's 4K television 15% to 28%; gross margin up to 30.4% of 4K pulling, Skyworth overall gross margins to improve in the first half to 22.1%. And the interim results of the TCL group notice, under the influence of TCL multimedia and communications businesses performed well in the first half, with expected Group net profit of 20.5-2.1 billion yuan in the first half, surface television promotion in April this year in particular.
In addition, the expected first half net profit loss of 240 million-300 million of KONKA expects OLED can also turn. Yang Xiaojun, Executive Vice President and Marketing Director of Skyworth marketing headquarters told reporters that 2K OLED TV Panel now stands at 90% yield 4K yield of OLED TV panels next year is expected to reach 85%, this is the OLED mass production and spread of one of the most important factors. In addition, the cable TV consumer to high-end development, market acceptance of OLED has increased.
According to Orville pushed total 2015 volume of 22.11 million units of color TV market in retail sales in the first half, an increase of 5.6%; retail sales amounted to 74.4 billion yuan, an increase of 6.9%. Is greater than the increase in retail sales volume, on the one hand is the high-end product structure, intelligence, UHD, 55+ penetration rate continues to rise; the other is the product of new technologies constantly upgraded, surface, a batch of new products into the market of super thin, quantum dots.
Pricing problems remain:
In fact, the popularity of OLED, the major manufacturers remained divided.
Some TV executives have said that 4K has met the needs of consumers, OLED's popularity depends on the price can come down in the future, and Panel yield as well as through the whole industry chain is still the OLED TVs usher in a strong resistance of the explosive development.
It is understood that the first introduced in 2013, LG OLED TV, OLED technology not only foreign companies such as Samsung, Sony, Panasonic, and then Skyworth, KONKA, CHANGHONG, Hisense also began to layout. Zhihou, Samsung once released FHD level OLED TVs to the market, but in the end because the yield is not high, Terminal high prices but have been unable to scale.
Hisense TV r Cao Jianwei, head, the "OLED in plasticity and adjusting the display has some advantages, but the biggest problem is the yield and reliability, especially for large-size panel applications. In addition, afterimage, short life, image, sintering is also the current technical problems. "
In addition, from a security perspective, Cao Jianwei also expressed his concerns: "OLED is self light-emitting device, and does not require backlight once the OLED market, Chinese companies can only become distributors of foreign brands, and a Porter. "It is understood that the current OLED TV panels accounted for the cost of almost 90%, and Korea LGD company (LG Display) is currently the only OLED TV Panel supplier, so the OLED TV manufacturer in China, they can only do the rest of 10% work, reduced bargaining power.
The past few years, Panel suppliers of OLED TV there is hesitation, Samsung shows once announced its withdrawal from the large-screen OLED Panel manufacture, while JDI Japan company is still in the stage of wait and see and technology. But this year, the upper panel makers began there was a subtle change in attitude. Recently, the Samsung display announced that it would invest $ 3 billion in Viet Nam expand Panel plants, including large-screen OLED TV panels restarted; LGD is also planning to invest 8.5 billion dollars for the next three years the stakes OLED Panel technology and mass production. In addition, the Panel Maker BoE in the country a and TCL Group's China Star optoelectronic began OLED Panel layout.
But owell data show that average price of color TV sales in the first half of this year only 3366 Yuan, higher than the second half of 2014 1.2%. According to the reporter, current physical stores 4K 55 inch LED LCD TV lowest price has fallen to less than 5000 Yuan, but high-end 4K prices still more than 20,000 yuan.
Liu Tang believes, and was promoting 4K similar to end-markets will take some time to digest, "but as panel makers increase investment in OLED, will yield, manufacturing costs into rapid decline. "Liu Tang said current OLED television price can be higher than the equivalent 4K TV 20% to around 30%, further reduction of space will exist in the future.
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