Ten years ago, when CRT TV was transformed into a flat-panel TV, new entrants emerged, and various technical genres clashed, eventually LCD (liquid crystal) TV won.
Nowadays, as Internet companies have cut into the television industry â€œcross-borderâ€, color power plants are eager to build â€œmoatsâ€. In the past two weeks, Skyworth and Konka have launched the next generation of 4K OLED (Organic Light Emitting Diode) TV products, which is regarded as the future development direction. However, another domestic color TV giant Hisense has stood on the opposite side, arguing that the improved LCD TV ULED cost-effective than OLED TV, and the next-generation display technology bet on laser TV.
The confrontation between OLED TV and LCD TV and laser TV has already kicked off. Has the new reincarnation started?
In 2013, LG, Samsung, Skyworth and others have released OLED TVs. However, OLEDs only stayed on image products and did not sell on a large scale. Samsung even announced the suspension of OLED TV production last year. At the same time, LCD TVs approach or even surpass OLED TVs in terms of sharpness and color saturation through technologies such as 4K (Ultra High Definition) and Quantum Dots.
On August 25, Skyworth announced that 4K OLED TVs will be available in volume. Liu Weizhi, president of Skyworth Color TV Business Division, said with excitement, â€œI want to name the color TV hardwareâ€ and said that Skyworthâ€™s sales target for OLED TV this year is 30,000 units.
Liu Yizhi told the "First Financial Daily" reporter that LG Display's LGDisplay (hereinafter referred to as "LGD") 2KOLED panel yield is nearly 90%, 4KOLED panel began mass production in June this year, plans to achieve 90% next year. "We have also reserved the whole machine for two years, so the listing of 4KOLED TV is a matter of course."
Compared with LCD TVs, OLED TVs use OLED self-illumination to form a display screen without backlighting, so black can be pure black, contrast is better than LCD TV, and the response speed is faster, the color is more dazzling than LCD TV, and can be done It is lighter and thinner. The thickness of the new Skyworth OLED TV is only 5.27 mm.
Liu Zhizhi expects that the market penetration rate of China's OLED TVs will reach 15% to 20% in 2020, but the sales amount may reach 30%.
Konka will also launch 55 and 65-inch 4K OLED TVs during the National Day of the 11th National Day. "OLED and LCD TVs have entered a range of twice the price difference." Liu Dan, president of Konka, believes that "more than 3 times the price difference is in the image period; now it is 2~3 times the price difference, OLED TV has entered the introduction period; in the future, 1.5 times the price difference It is the development period; if the price difference is 1.2 times, it will enter the replacement period."
It is widely believed in the industry that OLED is the next generation display technology. However, price, supply chain and industrial security are still the three major obstacles affecting the popularity of OLED TV.
DisplaySearch China's research director Zhang Bing believes that OLED brings hope to the TV industry that is in the price war, but it also needs to solve the problems of mass production and cost. At present, the application of evaporation technology, the yield of OLED panels is not high; in the future, after the printing technology is mature, it can crack the yield and cost of OLED. "In the short term, OLED TVs will not grow up and will not pose a major threat to LCD TVs."
Li Yaqin, deputy general manager of Qunzhi Consulting, also believes that the price threshold for OLED TVs for large-scale replacement of LCD TVs has not yet arrived. â€œBecause of overcapacity, the price of LCD TV panels has fallen rapidly since June of this year, and the unit price has dropped by 5~10 dollars per month. The price of 55-inch 4K LCD TV modules has dropped to between 360 and 370 US dollars. Recently 55 The new 4K LCD TV is between 3999 and 4999 yuan, and the new price of 55-inch 4K OLED is 20,000 yuan. The price difference is about 4 to 5 times. In the future, the LCD TV price will drop more space, can OLED keep up?"
Hisense also questioned OLED TV from the perspective of industrial security. At the media communication meeting in Shanghai on August 24, Cao Jianwei, leader of Hisense TV technology research and development, said: "OLED is a self-illuminating device, no backlight module is required, and an OLED TV 'screen' accounts for nearly 90% of the cost. The OLED machine made by Chinese brands can only do the remaining 10% of the work, leaving only the motherboard and the base. Once OLED becomes the mainstream of the market, Chinese companies can only become distributors and porters of foreign brands.â€ â€œAt Hisense In the blueprint, ULED is the moment, laser cinema is the future.â€ Cao Jianwei said that laser TV has long life, energy saving and environmental protection, and high environmental adaptability. â€œHisense has realized laser light source module, laser light machine, ultra short focal laser projection system, etc. Independent research and development of core technologies."
Compared with the global sales of 220 million units a year and 45 million units a year in China, whether it is LGWâ€™s planned shipment of 770 million TV screens this year, or less than 100,000 domestic OLED TVs this year, They all seem insignificant. However, a new cycle of technology replacement in the color TV industry may have begun.
This month, LGD announced an investment plan to invest 10 trillion won (about 5.4 billion yuan) in the next three years, mainly in the field of large-size OLED, flexible OLED, etc., to develop digital signage, automotive and other markets; Some of the investment will be used to improve the performance of LCD products such as UHDTV, IT and Mobile.
Liu Yuzhi said that Skyworth is only 50% more expensive than OLED TVs and LCD TVs of the same size and grade. "Our high-end LCD TVs also sell for more than 17,000 yuan. You can't use high-end OLED TVs and low-end LCD TVs. This is expected to be further narrowed next year, and the "May 1" spread will be reduced to 30% next year. He predicted that upstream OLED TV panels will be available in volume next year and prices will fall further.
At the same time, he does not agree with the direction of laser TV. "It can't be large size from small size, and the color decay in the projection process." Liu Yizhi also said that the cost of panel of OLED TV is 60% to 70%, not as high as 90%. .
As for the issue of industrial safety, Liu Yuzhi said that the domestic BOE Erdos 5.5 generation line and Huaxing Optoelectronics Wuhan 6th generation line have introduced AMOLED technology. These two projects can produce small and medium size OLED screens. He called for OLEDs to be the next-generation display technology, and hope that domestic governments and industries will pay attention to the research and development of large-size OLED panels.
In fact, Huaxing Optoelectronics is already carrying out technical research. Li Dongsheng, chairman and CEO of its parent company TCL Group, believes that printing technology will become the mainstream technology for panel production in the future. Today's OLEDs use evaporation technology, which is costly and lacks competitiveness in TV production. Therefore, TCL uses quantum dot technology to enhance the color saturation of LCD TVs. Once the printing technology matures, the performance and cost advantages of OLED TV will come into play.
"In this period, OLED and LCD TV will coexist." Liu Dan believes that who wins and who is responsible, depends on who's panel production line invested more.
Xinxiang Mina Import & Export Co., Ltd. , https://www.mina-motor.cn