With the construction of LGD's OLED panel factory in Guangzhou, its OLED panel production capacity in South Korea is also growing rapidly. After the rapid increase in OLED panel production capacity, the popularity of OLED TVs is accelerating. However, in the next few years, due to production capacity and technology Influenced by other factors, it is not realistic for OLED TVs to replace liquid crystals.
OLED and liquid crystal competition
The development of OLED TVs has a history of 11 years, but until 2017, OLED TVs accounted for only about 1% of the global TV market. Obviously, the current global TV market is still the absolute mainstream of LCD TVs.
OLED TV does have its advantages. The advantages of lighter and thinner, brighter colors, and power saving are undoubtedly the factors that attract consumers. The development trend of the market is always that new technologies will gradually replace old technologies. OLED TVs have many advantages. All convince the industry that it will gradually replace LCD TVs.
Seeing the future of OLED TVs, LG, the world's second largest TV company, and its panel company LGD, have been pushing OLEDs all the time. LGD replaced Samsung as the world’s largest panel manufacturer in 2013. It developed OLED panel technology at almost the same time as Samsung in 2007. Samsung chose to develop OLED panels for smart phones and other digital electronic products, and it can be used in the TV market. LGD chose to develop large-size OLED panels for TVs with its original QLED panel technology in the LCD panel production line.
Under LG's strong push, OLED TVs accounted for more than 50% of the high-end TV market in 2017, showing that OLED TVs seem to have entered a stage of rapid popularization. The main OLED TV panel supplier LGD (which accounts for more than 90% of the global OLED TV panel market share) is building an 8.5-generation OLED panel production line in Guangzhou, China, which is expected to be put into operation next year, and its local OLED panel production line in South Korea is also accelerating. Expansion of production, this seems to be conducive to the popularization of OLED TVs.
LGD and Samsung's development of OLED panels is also related to the pressure they feel the development of LCD panels by Chinese companies. Starting around 2009, BOE, one of China’s two major panel companies, began to expand its panel production capacity and build an advanced 8th generation LCD panel production line. China Star Optoelectronics also began to enter the LCD panel industry that year, and now both panel companies have The world's most advanced 10.5/11 generation LCD panel production line has begun to be built. Chinese panel manufacturers are obviously more advantageous than LGD and Samsung in terms of cost. LGD and Samsung expect that the price of LCD panels will enter a downward cycle, and profits will decrease. , And chose to develop more advanced OLED panel technology.
However, the reality is that LCD TVs are still the mainstream of the global TV market. LCD TVs occupy most of the global TV market share. This is because the price of LCD TVs is much lower than that of OLED TVs. The price of 65-inch LCD TVs currently on sale has dropped. Up to 3,000 yuan, while the OLED TV is as high as 12,000 yuan or more, the latter is four times the former! Moreover, as China's panel manufacturers promote the production of more advanced LCD panel production lines, the price of LCD panels is expected to be further reduced, and the price of LCD TVs will therefore be further reduced.
It is difficult for OLED TVs to replace LCD TVs in the next few years
In terms of production capacity, the production capacity of OLED TV panels is still relatively limited. With LGD’s full-scale production in South Korea, OLED TVs accounted for only 1% of the global TV market in 2017. After its plant in Guangzhou is put into production, the production capacity of OLED TV panels is expected to more than double. However, this is similar to LCD TVs. The production capacity of the panel can be described as a drop in the bucket.
The production capacity of LCD TV panels continued to expand. BOE has put into production a 10.5-generation LCD panel production line, and its second 10.5-generation LCD panel production line is also under construction. China Star Optoelectronics has planned two 11-generation LCD panel production lines, and LCD panel production capacity will continue to accelerate growth .
The cost of LCD panels will continue to fall. Under the competition from BOE and China Star Optoelectronics, LCD panel prices continue to fall. Although global LCD panels rebounded due to tight supply in 2016, global LCD panel prices began to turn around again in the second half of last year. Next, this is because BOE’s 10.5-generation LCD panel production line started production in October last year. By this year, BOE has taken the initiative to propose to TV companies that its 65-inch LCD panel can give a 20% discount. In the future, with BOE’s second 10 ‧The 5th generation line was put into production, and the two 11th generation lines of China Star Optoelectronics were put into production. The price decline of LCD panels will continue, and the price advantage of OLED TV panels is expected to be further enhanced.
It is foreseeable that in the future, LCD TVs will develop to larger sizes and their prices will fall further. The price advantage of OLED TVs is even expected to be further enhanced to enhance the competitiveness of LCD TVs in the global market. OLED TVs are faced with replacing LCD TVs. Great resistance.
In the global market, India, Africa and other markets provide a broad development space for LCD TVs. Until 2014, nearly half of the TVs sold in the Indian market were still CRT TVs, while the African market was even more lagging. The price of LCD TVs was lower. The rapid decline will be conducive to popularization in these emerging markets.
Finally, for OLED TVs, there is a huge weakness in its lifespan. Due to the technical defects of OLED TVs, the burning problem is difficult to solve. Even an OLED TV at Incheon Airport in South Korea appeared in less than half a year. Screen burn-in phenomenon, in contrast, LCD TVs can be used for ten years is not a problem, for the general public to spend a lot of money to buy a shorter life OLED TV or spend less money to buy a longer life LCD TV, Isn't it obvious which one to choose?
In summary, the author believes that although OLED TVs are expected to accelerate development under LG's efforts, it is still only a dream to replace LCD TVs. The TV market will still be dominated by LCD TVs in the next few years.
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