Display Panel Competition: LCD Is Never Slavery? After All, It Was Lost To Zhenxiang's OLED

- Jan 16, 2020-

The biggest pain caused by technological innovation is that the competition is not over but the end is already doomed. This scene was staged ten years ago in the competition between feature phones and smart phones, and now, this scene is reproduced in the market competition of LCD display panels and OLED display panels.


OLED overtakes LCD has become inevitable


From the comprehensive data, although the current cumulative market share of LCD is still higher than that of OLED, as OLED display and LCD display are about to usher in a "golden cross" between 2020 and 2021, the market share of flexible OLED has surpassed LCD irreversible.


In fact, from the data released by market research institutions, in the small-size OLED market and high-end smart TV market, the market share of OLED display panels has already exceeded the market share of LCD displays.


According to data released by market research firm IHS Markit: In 2017, in the high-end TV market above US $ 2,500 (about RMB 15,833), the OLED TV market accounted for 51.3%, surpassing LCD TVs for the first time in history. In the small-sized OLED market represented by smartphones, the data of the "Global Smartphone Display Market Report for the Third Quarter of 2018" released in 2018 shows that in the third quarter of 2018, OLED panels were displayed on global smartphones. The screen market (by revenue) accounts for more than 61%.


What is more critical is that OLED display screens not only achieve market share surpasses in key industry categories, but also from the perspective of their market share preemption rate, OLED display panels have also shown extremely high growth.


Taking the data released by IHS Markit as an example, China's OLED TV market will maintain a growth of 11.55% in 2019, becoming the only market in the world where the growth rate of OLED TVs exceeds 100%.


Strongly overtake LCD, what is the reason for OLED?


In fact, if we look back at the journey of OLED display panels overtaking LCD display panels, it can be said to be a very inspirational story. We will take the time back to around 2010. At this moment, the LCD display panel is relying on the retina screen launched by the iPhone 4 and is highly praised by the industry. It has become a collection of thousands of pets. However, the OLED screen at that time was far from what it is now. Although its ultra-thin, self-luminous, high contrast, power saving and other characteristics have been known, it was limited by some problems caused by immature technology at that time, and it was highly marketed. Criticism with users made few people able to insist on using OLED at the time.


But even so, the major global display manufacturers represented by Korean companies are still full of confidence in OLED display panels and make continuous investment in technology research and development. It is worth mentioning here that LG Display, in fact, is not only the world's leading OLED display panel manufacturer, but also around 2012, it is the market leader in large TFT-LCD. According to data from DisplaySearch, an authoritative market research agency, in 2012, LG Display ’s market share of large TFT-LCDs larger than 9.1 inches reached 29%, and its TFT-LCD panels in the LCD area for tablet PCs reached 39.4%. Market share record. But even so, LG Display insisted on turning to the OLED field, which is more representative of the future.


From the perspective of subsequent development, LG Display's move to the OLED field is a wise move. After all, OLED technology is actually more advanced than LCD technology. Therefore, as the OLED screen enters the era of 2K + resolution, changing the arrangement of pixels, improving productivity and yield, and combining its original ultra-thin, self-luminous, high-contrast, power-saving features, the advantages of OLED began to be It really highlights and starts to quickly open the gap with the LCD market. When it enters the flexible OLED stage, its foldable feature is to completely slap the LCD display screen to the beach and go to the foldable beautiful world alone.


At this moment, the market trend can also be said to have completely shifted to the OLED display camp. As we can see, the current OLED screen has almost become the standard for high-end TVs and mobile phones. In the field of smart TVs, 7 major brands including Skyworth, Konka, Changhong, Hisense, LG Electronics, Sony, and Philips have launched OLED products. In the field of smart phones, Samsung, Apple, Huawei, LG, OPPO, vivo, etc. all use OLED screens on high-end products. To a certain extent, it can even be said that without OLED display screens, there will be no entry into the high-end market. Tickets.