BOE to join, or become the turning point of the rise of domestic OLED TV

OLED is known as "the next generation of display technology" at the same time, its promotion has in fact been no small hindrance, such as: low yield, short service period, high prices and so on. These problems are gradually being improved, but for domestically produced TVs, the most urgent hope is to break the OLED technical barriers dominated by Korean companies and gain greater market initiative.

On November 16th, Skyworth and BOE and Hess released the first China-developed OLED TV. The latter two products provide OLED display screens and support on the "Nuclear High Base" chip, respectively. In particular, BOE's innovation and support in TV key display technology may enable domestic TV makers to break through the camp of OLED display technology dominated by Korean companies and become the inflection point for the real rise of domestic OLED TVs!

The timing of the market has come, only to the technology "East Wind"

Since the beginning of this year, the domestic OLED TV industry has shown a warming trend. In addition to cultivating OLED TVs for many years, it has announced the launch of seven OLED TV products. In addition, Konka and Changhong, among the top five color TV giants, have released OLED TVs. Hisense has publicly displayed its commercial OLED TVs. product. Relatively speaking, the new Internet TV brands Kukai, which is more focused on content and operations, and KKTV have also introduced new OLED products.

Some analysts have given the judgment that the "acceleration of popularization" of OLED products will appear. On this basis, each brand has tried to use OLED concepts to break the trend of the state of the color TV market.

The promotion of TV companies and the optimism of the capital market have made OLED's momentum "growing." After mainstream brands such as Skyworth entered the promotion, product prices have also begun to drop substantially, and the price gap with high-end LED TVs is gradually narrowing, making OLED TVs expected to be accepted by more consumers.

In addition, industry experts said that the issue of OLED panel yield and lifetime has been perfectly solved by upstream suppliers. The relevant person in charge of LGD stated at the “OLED media conference” that the problems existing in previous OLED products that consumers are concerned with have been further solved. In terms of yield, the 55-inch 1080P Full HD OLED TV panel has achieved an 85% yield, while the 4K ultra-high-definition OLED TV panel also has a good yield of 80%, which is not much different from traditional LCD LCDs.

With better picture quality than LCD TVs, OLED TVs are trying to conquer the global high-end TV market. LGD, a major supplier of OLED panels, once predicted that OLED TVs will occupy 50% of the global high-end TV market within three years.

According to a survey of the best TV surveys conducted by US consumer surveys, 65-inch OLED TVs accounted for 74% of sales in high-end products, and 55-inch accounts for 77%, which indicates from one aspect that global television consumption has become a high-end trend. Obviously, OLED is becoming a new fashion trend.

The three important factors that have restricted the development of OLED TVs, such as yield, market price, and consumer acceptance, have improved to a great extent. For Chinese companies whose display core technology has been mastered by foreign companies and R&D has lagged behind and missed high-end brand opportunities, this is undoubtedly a good time to re-establish market status.

What can't be ignored is that the core technology is mainly grasped by the Korean companies represented by LGD, and is still the biggest restraint of domestic OLED brands. Some analysis pointed out that in the process of advancing the localization of OLEDs, it is necessary to achieve six major breakthroughs, including OLED screens, operating systems, chips, content, sound, and other complete machine solutions. Among them, OLED screens have the largest production time. Technical barriers.

In this situation, Skyworth, BOE and HiSilicon launched the first self-developed OLED TV in China, not only show off the "muscles" made by China to international friends, but actually reversed the Chinese TV industry's lack of core and screen. "The situation is even better for domestic TV manufacturers.

In addition to independent technologies, we must also open our minds

Earlier this year, as the largest manufacturer of LCD panels in mainland China, BOE has decisively stopped investing in new LCD panel projects and instead turned to the OLED panel industry. In fact, since the establishment of the first AMOLED laboratory in 2001 to conduct independent research and development, BOE has been immersed in OLED technology for nearly 15 years.

Wang Dongsheng, chairman of BOE once said in an interview with the media: “I am concerned that some low-level repeated investment will affect the healthy development of our industry. In October next year, BOE’s 6-generation flexible AMOLED production in Chengdu will be mass produced. This is China. The first and the world's second flexible AMOLED production line.Each investment, we must comply with the principle that can promote industrial upgrading and revenue improvement.In the field of semiconductor display, we in principle no longer invest in TFT-LCD production line, the focus of future investment It is a new generation of display technology such as AMOLED."

The reason why BOE's actions were considered to be the "inflection point" was because, before the production of OLED panels, mainly the Korean LGD and Samsung, especially large-size OLED panels, were mainly provided by an upstream company of LGD. Under such circumstances, domestic brands cannot grasp the initiative of bargaining, but they also face the risk that they may not be supplied.

In addition to BOE, Huaxing Optoelectronics is continuing to follow up on OLEDs. It seems that the flaws that domestic TV brands have entered into OLED technology will be broken first.

The participation of OLEDs by BOE and Huaxing Optoelectronics can make the supply of OLED panels more abundant. At the same time, under the common goal of revitalizing the national industry, BOE and Huaxing Optoelectronics etc. may provide support to the downstream enterprises, which should not be comparable to foreign companies. This will also allow some companies still waiting to see the confidence involved.

The breaking of technical barriers is only one aspect. If domestic OLED TVs really want to gain a firm foothold, at this stage, it is necessary to cooperate with the upstream and downstream groups to form a joint force. "Difficult to support" is equally applicable to any emerging field.

Previously, Skyworth and LGD cooperated. Although from January to September this year, Skyworth’s OLED TV sales increased by 667% year-on-year. However, the follow-up bottlenecks can also be foreseen, because the main reason for OLED TVs deterring consumers is the relatively expensive price, and only when the industry is formed on a certain scale, the cost is effectively controlled, and the product price may decline, opening up even bigger. Market situation.

Of course, as a pioneer in domestic OLED TVs, Skyworth itself is quite open-minded. In September last year, Skyworth took the lead in establishing the China OLED Development Industry Alliance. This is an embodiment of this open spirit. As the chairman unit of China OLED Industry Alliance, Skyworth President Yang Dongwen once stated that Skyworth will work with industry elites to promote the development of China's display industry, let the world know China, and admire Chinese brands!

On a global scale, OLED TVs are entering the market popularity period, and with the continuous follow-up of domestic upstream panel makers such as BOE and the active participation of upstream and downstream industry chains, the growth rate of the domestic OLED TV market will further accelerate. TV brands are also expected to use OLED products to break the growth bottleneck.

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