Leading high-end market continues to lead the healthy development of OLED industry
In response to the current domestic market price war and the impact on LG, Hou expressed his opinion. Starting from last year's double 11, the rising prices of raw materials and panels have a greater impact on terminal retail prices. This year, the average price of color TVs has generally risen by 10% to 20%. The price increase brings down the sales volume. From January to June this year, the sales volume is negatively increased by 20%, and the sales volume is negatively increased by 10%. Since March/May of this year, the online first negative growth has caused the Internet brands to have the greatest impact on traditional domestic production. The brand also has a great influence; but for the joint venture brand, the impact is relatively small and the average price of the joint venture brand is relatively high.
The fierce competition in China's color TV market is the highest in the world. The number of brands in other countries and regions may be three or five. In China, there are global brands, domestic brands, and Internet brands. Competition is fierce. LG has a limited share in China, but in the high-end market, LG accounts for 20%, while high-end OLED products account for 30% of LG sales. Price war competition is relatively concentrated in the low-end product range, and LG may choose to abandon the low-end market. Market, choose to use limited market share to hit the high-end market. In the future, LG will continue to dominate the mid- to high-end market. The core product will still be OLED display technology products. For LG, which targets the high-end market, it will not participate in the current domestic price. Battle competition.
LCD display has reached the limit OLED display is full of infinite possibilities
In 2017, the color TV industry entered the trend of quality contention and technology competition. LG was under pressure from Samsung, TCL, and other quantum dots. Philips, Sony, and others from the same camp also launched OLED TVs. The pressure from inside and outside is significantly increased. However, in terms of technology trends, quantum dot technology has achieved the ultimate in LCD technology in terms of display quality, contrast, viewing angle, and product form. Product disadvantage has been unable to make up for it with technology.
From the perspective of industry technology, self-luminous will be the next generation of display technology trends. At present, Samsung has moved to OLED in the field of small screens, such as mobile phones, PCs, etc., and in the next three to five years, Samsung will also turn self-luminous display. Due to the backwardness of Samsung in the OLED field, it has to introduce QLEDs to cope with OLED competition.
Artificial intelligence, Internet of Things requirements display diversity
Secondly, in the days when artificial intelligence and the Internet of Things are very hot, TV is used as a terminal display product and requirements are everywhere. In terms of product form, OLED self-luminous products are flexible, ultra-thin, self-illuminating, and can meet many application scenarios. Mirrors and glasses can be used as display screens to support various display modes.
This year's latest LG SIGNATURE OLED TV W7 is the world's thinnest OLED large-screen TV with a panel thickness of 2.57 mm. Because of its ultra-thin and ultra-lightweight, the LG W7 is also unique in its installation. It only supports the magnetic brackets for suction installation, and the size of the bracket protruding from the wall is controlled to 4mm. In this way, the entire television will be suspended in the air, giving the user visual immersion.
In addition, there are transparent screen TVs and double-sided display TVs. In the absence of OLED self-luminous display technology, these real-world images cannot be imagined. The development of the Internet of Things and artificial intelligence put forward higher requirements on display technologies. The product form of the LCD can no longer meet the diversified application requirements. The OLED can be displayed in any place and in any form. In the future, OLED will bring infinite imagination space in product form.
In the past two years, the emergence of OLED products did not bring consumers a very special surprise, but just feel better than the average LCD TV, but with LG's wallpaper TV, Sony's audio and TV, Skyworth's wallpaper TV appears, completely Changed the views of many people in the industry, media, and experts, and they have a new understanding of OLED.
LG will produce 2.5 million units in 2018
There are many problems with OLED upstream. In the case of small-size OLED screens, such as mobile phone screens, output is not a problem. In the case of large-size OLED screens, only LG is the upstream panel maker. LG's OLED production in 2017 will reach 1.8 million units per year, and 2.5 million units in 2018. The production line and production are subject to severe restrictions. This is also the reason why the cost remains high. one.
LG hopes that panel makers will all make OLED screens, so that the cost of OLEDs can be reduced, and the price can be reduced to a level acceptable to the average consumer and the market, so as to promote the popularity of OLED products.
At present, the competition for innovative display technology quantum dots and OLEDs tends to become more intense. Samsung, Hisense, TCL's main push of Quantum Dot TV, LG, Skyworth, Sony, Philips and other team OLEDs seem to compete with each other. In fact, this is a different camp. Competition is only temporary. Each color TV brand's judgment on the display technology is extremely clear. Through the changes in the terminal market and the development of the display technology, we have chosen to introduce a suitable product layout market.
Finally, Hou Zong stated that OLED display technology has the characteristics of arbitrary and arbitrary forms of application, making the display infinite possibilities. Today, with the rapid development of artificial intelligence and the Internet of Things, OLED display products are more capable of serving as terminal displays than LCDs. In the next three to five years, there will be more companies joining the OLED family, with more investment from panel makers and lower costs. OLED will usher in explosive growth and lead the next wave of display.
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