Color TV industry is facing industry trough Skyworth betting OLED upgrade structure

as the representative of the next generation display technology, OLED (organic light-emitting diode) TV is moving to the market at a lower price, starting to challenge and attack the current dominant LCD (LCD) TV.





LG Display (LGD) Global promotion President Tri Dongyuan yesterday to the "First financial daily" reporter revealed that the LGD OLED TV panel's yield has reached 70%, the end of this year will further improve the yield. In addition to 55, 65 inches, the end of this year, early next year LGD will also launch a 77-inch OLED TV panel.





in the "ally" LGD, Skyworth announced yesterday that 55-inch OLED TV this year "51" batch listing, while 50-inch "cool" OLED TV also in the "51" online sales, the price of 29999 yuan, the current market for foreign brands OLED TV price half.





"This is more than Skyworth last year to envision the OLED TV listing schedule, ahead of half a year," Skyworth TV business Headquarters President Liu Yan to this reporter, "OLED TV technology mature faster than the imagination." "Skyworth will also be listing 65-inch OLED TVs in the fourth quarter of this year."





OLED and LCD tug





earlier, a number of color TV companies believe that, although the application of OLED in the mobile phone has been recognized by the market, but the application of OLED on TV is not mature, because the large size OLED panel has been low yield, resulting in high costs. LG, Samsung's 55-inch OLED TV price of 10,000 U.S. dollars, about 60,000 yuan, is 55 inches 4K (Ultra high-definition) TV about 6 times times. Therefore, this year Hisense, Tcl and so on to introduce optimized backlight technology 4K LCD TV, such as Hisense Uled.





However, Liu Yan that 4K LCD TV technology has developed to the peak, a group, huaxing photoelectric panel factory has 4 K LCD panel price significantly lower, gradually close to FHD (Full HD) LCD panel price; the second is to optimize the backlight, increase color saturation of the technology, has been applied.





On the other hand, Liu Yan said that LGD's OLED panels had improved yields faster than expected. During CES January this year, LGD's OLED TV panels were less than 5%. But by March this year, LGD's OLED TV panels had more than 50% yield. So, in April, LGD for the promotion of OLED, specially published OLED Chinese name "organic screen", and held a series of roving exhibitions to promote OLED products.





Skyworth Digital CEO, Skyworth Group President Yang Dongwen that OLED TV is active light-emitting, contrast, response speed, color saturation are better than LCD TV, so OLED TV is the future trend. Moreover, because of the need for backlight and LCD, "future OLED cost must be cheaper than liquid crystal."





"small size OLED has been industrialized, large size OLED is also rapidly industrialized." "Yang Dongwen that this year is OLED television promotion of the first years, is expected to the next years, permeability will be further enhanced," once the penetration rate reached 20%, sales will be doubled.





However, the LCD TV is also exerting force. Recently, le view 50 inch 4K LCD tv 2999 yuan, plus content service fee, also close to 4000 yuan. Allwin Consulting President Shing to this reporter analysis said, Skyworth 50-inch cool OLED TV net purchase price, although already compared with similar products before the sharp decline, but still the same size 4K LCD TV 7 times times.





"OLED TV is still on the spire of the TV market pyramid. Shing predicts that OLED TV sales in China this year at most 200,000 ~30 million, in the domestic more than 40 million Taiwan's television sales accounted for a small proportion.





an industry veteran to the "First financial daily" reporter disclosed that Samsung is United Tcl, Hisense, this year to push 4K curved surface LCD TV, because although Samsung has monopolized the global small size OLED panel 90% share, but still failed to conquer large size OLED panel production problems. And in the large size OLED panel has the first advantage of the LGD, then with Skyworth, Konka and other alliances, increase OLED television promotion efforts. The tug-of-war between OLED TVs and LCD TVs will continue.





into high end exerting point





Skyworth China Regional Marketing Headquarters marketing director Yang Xiaojun revealed to our correspondent that the estimated 50 "cool open" OLED TV this year "51" online can sell 80 units.





From this figure, OLED TV in the domestic color TV market accounted for is very small. Yang Dongwen Frankly, in the short term, OLED television on Skyworth's operating income and profits will not bring too much impact. The reason Skyworth also hard to push OLED TV, because it is skyworth exerting the focus of high-end market.





The first quarter of this year, Skyworth domestic color TV sales for three consecutive months negative growth. Recently, Peng replaced Liu Yaoping and became general manager of Skyworth China Regional marketing. Yang Dongwen not evaded, he told the "first financial daily" reporters that Skyworth China "change the handsome" is due to the decline in performance, of course, this has a general decline in the background of the industry.





"Energy-saving huimin policy withdrew last year, meaning the domestic color TV market high growth period ended." "Liu Yan Branch Forecast, this year domestic color TV sales will fall slightly 4%, color TV Domestic market retail volume 45 million, than last year 1 million ~200 million Taiwan."





Liu Yan that "the opportunity lies in the structural upgrade", the 4K LCD TV's penetration rate will reach 25%~30%, at the same time to 50 inches above the large size direction. Skyworth this year in 4K, large size of exerting force, the pursuit of quality scale. ”





In addition to the market contraction, the internet "Forces nouvelles" also brought pressure. They upset the original rules of the color TV industry, compressed the profit space of the hardware. The new Peng said that Skyworth will be cool to open the brand, accelerate the integration into the online market, increase OLED TV and other products to promote, at the same time to Beijing, Shanghai and other operating pressure branch "untie", play staff enthusiasm.





Yang Dongwen that cool open TV in the online price is lower, the channel cost is also low, will not pull low Skyworth overall gross profit margin.