The Era Of OLED Price Reduction Is Coming: LCD Starts Panic?

- Oct 11, 2018-

     

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On September 6th, IFA2013 kicked off in Berlin, Germany. This is the largest consumer electronics show in Europe, and its manufacturer lineup is no worse than CES. The exhibition has become a technical competition for home appliance manufacturers in South Korea, China and Japan. The competition among China, Japan and South Korea is fierce in the next generation of TV technology. From the release of products by TV companies at this exhibition, 4K Ultra HD TV is currently Enterprises push products, and OLED TVs will be a foreseeable direction.


4K total mobilization of huge screen, clear picture quality, "4K" ultra-high-definition TV will not be the focus of attention at this year's International Consumer Electronics Show in Berlin. Samsung, LG, TCL, Hisense, Haier, Sony, Toshiba and other manufacturers have launched their own "4K" TV, and the TV industry once again ushered in an overwhelming change. As the larger the ultra-high-definition TV, the more it can reflect its advantages, the international exhibitors launched more than 50-inch screens, TCL, Hisense even launched 110-inch screen "4K" TV, attracting many visitors.


Of course, "4K" TV also has its problems, especially the current situation of content shortage. Many digital movies have already met the 4K standard, and even up to 8K and 16K standards, but ordinary radio and television programs are far from "reaching the standard." In addition, how to use the satellite to transmit ultra-high-definition signals in real time and how to make better use of ultra-high-definition features remains to be solved.


In this regard, "German Television Platform" Association spokesman Holger Wenke is not worried. According to him, HD concept and HDTV are also taking years to enter people's daily life. The popularity of Ultra HD requires time. The first ultra HD TV broadcast is expected to appear within 10 years.


First, the countdown to the OLED era


From this IFA show, we can see that both domestic and foreign TV companies have displayed OLED as their main heavy product in a high-profile manner. The biggest difference between OLED TV and LCD TV is the use of self-illumination technology. The color and fineness are better. The surface of the screen can also be curved and curved, which makes the viewer enter the IMAX cinema experience. In this IFA, Samsung released 65-inch and 55-inch 4K curved OLED TVs, and equipped with Multi-View function, allowing two people wearing special glasses to see completely different pictures on the same screen; LG does not let Samsung Dedicated to the former, the world's largest 77-inch 4K7 curved OLED TV paved the way for the next generation TV market. Daiwa Capital Markets, the research firm, expects UHD TV sales to reach 1 million units this year, accounting for only 0.5% of total LCD TV demand. But the company also expects UHD TV sales to account for 5% of overall LCD TV shipments in the next three to four years. But compared to this, the growth rate of OLED TVs is likely to be much slower because of the challenges in the production process. Daiwa Capital Market expects OLED TV shipments to be only tens of thousands this year, but will grow to 1.6 million units by 2015 and 9 million units in 2017.


Second, LG's OLED TV price cuts 30% caused LCD panic


The sword of Damocles hanging on the head of China-Japan color TV company finally landed. Korean companies tried to eliminate the price difference between OLED and LCD, and decisively cut prices. One leaf Zhiqiu, the omen of LCD will be replaced by the OLED industry is becoming more and more obvious. Such a move has triggered panic in the industry.


LG curved TV is reduced by 30%


Recently, South Korean company LG Electronics said that it will reduce the price of curved OLED TVs in the Korean market by 30%, from the previous 15 million won to 10.9 million won ($9788).


It is reported that compared with the traditional flat-panel TV, the curved OLED screen increases the viewing angle, so even if the audience is at an off-center angle, the viewing effect can still be guaranteed.


Although the price cut is not small, but as the color TV upstream panel provider LG Display is very low-key, LG Display vice president Qiu Yisheng pointed out that although for the color TV, the panel accounted for the bulk, but the price reduction should be the downstream machine manufacturers The marketing actions taken by themselves. At present, curved OLEDs have not yet reached the stage of significant price reduction, but with the gradual maturity of OLED technology and the continuous emergence of market demand, the price of the whole machine will inevitably decline. The industry generally believes that once OLED prices fall, the life of LCD TVs will be rapidly shortened.