Will Samsung return to the OLED TV market?
Recently, some Korean media reported that Samsung will return to the OLED TV market. Li Zaiyu, the vice president of Samsung Electronics, who has just been released from prison, has instructed to “review the OLED TV businessâ€.
A related person from Samsung Electronics China told reporters that he had never heard of this inside.
In the past, Samsung has been focusing on the small and medium-sized OLED field, monopolizing the global small and medium-sized OLED panel market with a 90% share, but the large-size field has been obsessed with LCD (liquid crystal) technology. At present, Samsung mainly promotes quantum dot TV QLED adopting LCD technology.
According to market research firm IHS data, OLED TVs in the high-end TV market of more than US$3,000 account for about 72%, and LCD TVs account for about 28%. Zhang Bing, research director of IHS China, told reporters: "The market of more than 3,000 US dollars belongs to the highest-end TV market. Only OLED TVs and large-size LCD TVs can be carried, while OLED TVs are promoted by mainstream brands such as Sony. Basically not competitive to meet the high-end advantage of OLED TV."
In addition, in the field of LCD TVs, Chinese panel companies such as BOE and Huaxing Optoelectronics have invested heavily in 8.5 and 10.5 generation LCD panel production lines to continuously increase production capacity. The BOE Hefei 10.5 generation line has been put into production in December 2017, and this year it will be able to mass produce 65. The 75-inch LCD TV panel exacerbates competition in the industry.
Samsung has tried OLED TV. At the 2013 CES (Consumer Electronics Show), Samsung Electronics and LG Electronics simultaneously demonstrated a 55-inch curved OLED TV. But Samsung later gave up. Because Samsung's OLED panel has always adopted RGB (red, green and blue)-OLED technology, and the red, green and blue OLED evaporation technology has lower yield and higher cost on large-sized panels, it has chosen to be a quantum dot LCD. TV.
At present, another panel giant in Korea, LG Display (LGD), is the only supplier of large-size OLED TV panels in the world. LGD adopts W (white)-OLED technology. Today, the number of manufacturers participating in the OLED TV camp has expanded to more than 10, including LG Electronics, Skyworth, Konka, Changhong, Sony, Panasonic, Philips, Toshiba and other brands.
According to IHS data, since the listing of OLED TVs, OLED TV sales accounted for only 1.1% of the global TV market in 2015. After two years of development, its market share has increased four-fold to 4.5% in 2017, and it has occupied high-end. The dominance of the television market.
Therefore, Samsung is considering reopening the once-disrupted OLED TV business. South Korea Hi Securities analysis said that Samsung Display (the display panel business segment of Samsung Electronics) in the high-end TV market of more than 2,500 US dollars, has been occupied by LG Display's OLED TV camp, the market share dropped to 10%, urgently needed Look for new breakthroughs.
Hi Securities of South Korea expects that Samsung will launch OLED TV panels in 2021, invest in equipment in the second half of 2019, and mass production in the second half of 2020.
Zhang Bing told reporters that Samsung’s return to the OLED TV market is still at the rumor stage, and Samsung has not officially announced it. "In the past few years, Samsung's marketing in curved TV and quantum dot TV has not been successful. Samsung is a premium brand, and the advantage of losing the high-end market is something that Samsung cannot tolerate."
The industry expects that Samsung will show that the technology to be used in OLED TV panels in the future is QD-OLED (Quantum Point-OLED). The QD-OLED technology is similar to the WOLED method currently used by LG Display, but there are differences. First, WOLED uses white OLED as the light source. On the contrary, Samsung QD-OLED uses blue OLED as the light source. In addition, CF (color film) used to reflect color will use quantum dots to improve the color gamut.
Zhang Bing believes that the news that Samsung will return to OLED TV has a very positive impact on the entire TV industry. Because of the current price reduction and large-scale transfer of LCD technology, the development of new specifications and technologies is basically no substance. improvement. The addition of more manufacturers can expand the entire industry chain, quickly form the economic scale advantage of panels, materials and equipment, so that the OLED industry will grow rapidly and avoid repeating the mistakes of PDP (plasma TV).
The production capacity of LCD TV panels of China's mainland panel makers is expected to surpass Korean companies in 2019, ranking first in the world. If Samsung shows re-entering OLED TV in the future, Samsung Electronics and LG Electronics, which occupy about 35% of the market share in the flat-panel TV market, will jointly develop the market and accelerate the popularity of OLED TV. This will promote the competition of Chinese and Taiwanese companies, and gradually shift from the LCD field to the OLED field.
Li Yaqin, deputy general manager of Qunzhi Consulting, told reporters that the North American market and the Chinese market achieved good growth in OLED TV sales in the fourth quarter of 2017. In 2017, global OLED TV shipments reached 1.643 million units, and it is expected to increase to 2.3 million units in 2018. However, the accelerated adoption of OLED TVs still needs to overcome the three levels of panel supply, production yield and high cost.
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