Betting display technology: TV display industry is now the trend of differentiation
OLED and the liquid crystal industry endlessly saw the will between the will, LG Display (hereinafter referred to as "LGD") to invest heavily in the way "resolved." Most of the downstream manufacturers gathered and responded, provoking disputes by pulling gangs, putting artillery, price wars, and fighting. This time, there is only one purpose in the up-and-down linkage, that is, to accelerate the popularity of OLED products and reinforce the first-mover advantage. However, there are also individual companies that are unwilling to move. Hisense chooses to use the opposing method to push the improved product ULED.
LG huge investment bet OLED
The reporter learned from related persons of LGD China Company that LGD announced an investment plan that will invest 10 trillion won (about 5.4 billion yuan) in the next three years.
For the specific use of this investment, LGD China explained that from now until 2018, 10 trillion won will be used in the large-size and flexible OLED, high-end LCD field, mainly used for plant construction and expansion, but R&D investment is not included.
The specific plan is to expand the production of large-sized, flexible OLEDs, and open up outdoor signage, and other emerging display markets, while also investing in the promotion of the performance of ultra-large-size UHDTV, IT/Mobile and other LCD products.
Previously, Samsung, one of the giants in the panel industry, stagnated in the OLED field, affecting the investment sentiment of the entire industry. Liquid crystal and OLED confrontation have existed for a long time.
For this huge investment, Ma Junying, chief analyst of Goldman Sachs Lion Culture Communication Co., Ltd., pointed out: “The emergence of OLED not only improved the basic indicators such as panel display clarity, but also changed the physical properties of flat panel displays that cannot be folded and bent. The potential is huge, so focus on investment in OLED."
Downstream enterprise cloud response
LGD huge investment trigger ripple effect. As the most important partner of LGD China market, Skyworth announced 4K OLED mass production.
LGD huge investment trigger ripple effect. As the most important partner of LGD China market, Skyworth held a massive press conference to announce 4K OLED mass production, and invited the father of OLED Deng Qingyun to stand on the stage. “The OLED's light-emitting process is very fast, with unique optical properties. With traditional LCD TVs. Compared to the OLED, the picture quality of the OLED is superior to that of the LCD in both blackness and contrast.
Konka also announced that it will enter the OLED army. Liu Dan, the newly appointed Konka president, said Konka's future television focus will be on OLEDs. Konka will also launch 55-inch and 65-inch 4K OLED TVs during the "11" Golden Week this year. Price of about 20,000 to 30,000 yuan, while the 55-inch 2KOLED TVs sold in the market, the price has dropped to 12,999 yuan.
Liu Dan believes that, at present, OLED and LED TV have entered the double spread range. “Iteration of new and old products, spread over 3 times, in the image period; 2~3 times spread, OLED TV has entered the introduction period, there will be 10% of consumers choose this new product; 1.5 times spread is the development period; 1.2 times The spread will enter the replacement period."
TCL also revealed recently its research on printed OLED TV panel technology.
Skyworth also shouted with Samsung at the press conference to display the words “We have only one rival, Samsung†on the display screen. Skyworth pointed to Samsung on the one hand for promoting the status of the Samsung TV industry, and the other was for Samsung's performance in the OLED field.
For a long time, the panel display industry has seen the faces of Samsung and LG. In 2014, Samsung and LG jointly promoted OLEDs at the CES, but this year's CES Samsung shifted to promoting UHED. For the future development in the field of OLED, Samsung has not made too much stand. For Samsung's GALAXYTABS2 conference, Samsung emphasized the use of OLED displays. For this, analysts close to Samsung told reporters that Samsung has always had a technical reserve on small-size displays. It appears hesitant on large panels. However, the future of OLED development is not denied.
If so many companies enter the OLED industry, will they erode the market share of LG?
In this regard, LG said that OLED TVs are not currently in market competition, but are in the process of creating markets. The participation of LG Electronics and more and more companies will benefit the OLED industry.
LG Electronics has started its operations, will enrich product size, flexible channels and pricing, increase the popularity of OLED TV knowledge, from these three aspects to strengthen the LG Electronics in the OLED industry's advantages.
In order to demonstrate the display effect of OLED, LG Electronics has compared the OLED TV with the 4K LCD TV in the black environment. When the two TVs display the same picture, the flowers in the OLED TV are suspended in the dark night. The details are clearly visible and the colors are rich. The screen of the 4K LCD TV cannot be completely black, but it is grayish and bright, and the accuracy of the picture quality and color is also slightly inferior. Through such activities, LG Electronics hopes to accelerate the popularity of OLED TVs through the downstream.
Stick to OLED camp risk
Hisense, a downstream company, appears to be an alternative, declaring that ULEDs, which carry the most advanced display technology, are officially listed in the United States and are publicly known as OLEDs for the next generation of products.
In the downstream company, Hisense looks very different. Following Konka and Skyworth, Hisense Group held a large-scale press conference in New York to announce that ULED, which carries the most advanced display technology, has officially listed in the United States, and has publicly called OLEDs for the next generation of products. Hisense particularly emphasized the price advantage. Hisense's 65-inch 4K U LED product is less than half the price of the 55-inch OLED product currently on the market, and the price/performance ratio is very attractive. For Hisense's evaluation and planning of the OLED industry, the person in charge of the public relations department of Hisense does not say that it rejects OLED, but only considers ULED price at this stage to be more advantageous. The future of laser theater is more practical. Laser cinema uses projection to achieve display.
For Hisense's statement, a person in charge of a panel company in China stated that for the moment, the display effect of the above two display methods is not discussed. However, ULED actually belongs to a liquid crystal display product system that requires a backlight source. That is, LCD TVs are classified into LCDs and LEDs. ULED only makes improvements to LED products, but they also need backlight sources.
It is understood that the transition from liquid crystal display mode to OLED, the elimination of backlight source is a huge breakthrough in the display mode. With the backlight source removed, the screen can be made lighter. In addition, non-backlighted products can fundamentally reduce light leakage from folded products, and can also increase the popularity of transparent display products.
For the future, home appliance analyst Liang Zhenpeng reminds us that Hisense's practice of seizing market for improved products and gaining short-term profits during the transition period between new and old products is understandable. However, upgrading to the OLED industry is a top priority for the Chinese panel display industry.
LG huge investment bet OLED
The reporter learned from related persons of LGD China Company that LGD announced an investment plan that will invest 10 trillion won (about 5.4 billion yuan) in the next three years.
For the specific use of this investment, LGD China explained that from now until 2018, 10 trillion won will be used in the large-size and flexible OLED, high-end LCD field, mainly used for plant construction and expansion, but R&D investment is not included.
The specific plan is to expand the production of large-sized, flexible OLEDs, and open up outdoor signage, and other emerging display markets, while also investing in the promotion of the performance of ultra-large-size UHDTV, IT/Mobile and other LCD products.
Previously, Samsung, one of the giants in the panel industry, stagnated in the OLED field, affecting the investment sentiment of the entire industry. Liquid crystal and OLED confrontation have existed for a long time.
For this huge investment, Ma Junying, chief analyst of Goldman Sachs Lion Culture Communication Co., Ltd., pointed out: “The emergence of OLED not only improved the basic indicators such as panel display clarity, but also changed the physical properties of flat panel displays that cannot be folded and bent. The potential is huge, so focus on investment in OLED."
Downstream enterprise cloud response
LGD huge investment trigger ripple effect. As the most important partner of LGD China market, Skyworth announced 4K OLED mass production.
LGD huge investment trigger ripple effect. As the most important partner of LGD China market, Skyworth held a massive press conference to announce 4K OLED mass production, and invited the father of OLED Deng Qingyun to stand on the stage. “The OLED's light-emitting process is very fast, with unique optical properties. With traditional LCD TVs. Compared to the OLED, the picture quality of the OLED is superior to that of the LCD in both blackness and contrast.
Konka also announced that it will enter the OLED army. Liu Dan, the newly appointed Konka president, said Konka's future television focus will be on OLEDs. Konka will also launch 55-inch and 65-inch 4K OLED TVs during the "11" Golden Week this year. Price of about 20,000 to 30,000 yuan, while the 55-inch 2KOLED TVs sold in the market, the price has dropped to 12,999 yuan.
Liu Dan believes that, at present, OLED and LED TV have entered the double spread range. “Iteration of new and old products, spread over 3 times, in the image period; 2~3 times spread, OLED TV has entered the introduction period, there will be 10% of consumers choose this new product; 1.5 times spread is the development period; 1.2 times The spread will enter the replacement period."
TCL also revealed recently its research on printed OLED TV panel technology.
Skyworth also shouted with Samsung at the press conference to display the words “We have only one rival, Samsung†on the display screen. Skyworth pointed to Samsung on the one hand for promoting the status of the Samsung TV industry, and the other was for Samsung's performance in the OLED field.
For a long time, the panel display industry has seen the faces of Samsung and LG. In 2014, Samsung and LG jointly promoted OLEDs at the CES, but this year's CES Samsung shifted to promoting UHED. For the future development in the field of OLED, Samsung has not made too much stand. For Samsung's GALAXYTABS2 conference, Samsung emphasized the use of OLED displays. For this, analysts close to Samsung told reporters that Samsung has always had a technical reserve on small-size displays. It appears hesitant on large panels. However, the future of OLED development is not denied.
If so many companies enter the OLED industry, will they erode the market share of LG?
In this regard, LG said that OLED TVs are not currently in market competition, but are in the process of creating markets. The participation of LG Electronics and more and more companies will benefit the OLED industry.
LG Electronics has started its operations, will enrich product size, flexible channels and pricing, increase the popularity of OLED TV knowledge, from these three aspects to strengthen the LG Electronics in the OLED industry's advantages.
In order to demonstrate the display effect of OLED, LG Electronics has compared the OLED TV with the 4K LCD TV in the black environment. When the two TVs display the same picture, the flowers in the OLED TV are suspended in the dark night. The details are clearly visible and the colors are rich. The screen of the 4K LCD TV cannot be completely black, but it is grayish and bright, and the accuracy of the picture quality and color is also slightly inferior. Through such activities, LG Electronics hopes to accelerate the popularity of OLED TVs through the downstream.
Stick to OLED camp risk
Hisense, a downstream company, appears to be an alternative, declaring that ULEDs, which carry the most advanced display technology, are officially listed in the United States and are publicly known as OLEDs for the next generation of products.
In the downstream company, Hisense looks very different. Following Konka and Skyworth, Hisense Group held a large-scale press conference in New York to announce that ULED, which carries the most advanced display technology, has officially listed in the United States, and has publicly called OLEDs for the next generation of products. Hisense particularly emphasized the price advantage. Hisense's 65-inch 4K U LED product is less than half the price of the 55-inch OLED product currently on the market, and the price/performance ratio is very attractive. For Hisense's evaluation and planning of the OLED industry, the person in charge of the public relations department of Hisense does not say that it rejects OLED, but only considers ULED price at this stage to be more advantageous. The future of laser theater is more practical. Laser cinema uses projection to achieve display.
For Hisense's statement, a person in charge of a panel company in China stated that for the moment, the display effect of the above two display methods is not discussed. However, ULED actually belongs to a liquid crystal display product system that requires a backlight source. That is, LCD TVs are classified into LCDs and LEDs. ULED only makes improvements to LED products, but they also need backlight sources.
It is understood that the transition from liquid crystal display mode to OLED, the elimination of backlight source is a huge breakthrough in the display mode. With the backlight source removed, the screen can be made lighter. In addition, non-backlighted products can fundamentally reduce light leakage from folded products, and can also increase the popularity of transparent display products.
For the future, home appliance analyst Liang Zhenpeng reminds us that Hisense's practice of seizing market for improved products and gaining short-term profits during the transition period between new and old products is understandable. However, upgrading to the OLED industry is a top priority for the Chinese panel display industry.
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