This year's 10th anniversary of Apple's special edition iPhone X highlights a lot, in addition to the attention of "Liu Haiping", face recognition, the first use of OLED screen is also the focus of attention in the industry. In fact, OLEDs are more widely used on large screens, and the visual impact of OLED display technology, such as ultra-high contrast, fast response, wide viewing angle, and high color gamut, is even more apparent. However, OLED TVs used to be expensive because of their high price. Many consumers are discouraged. However, in a few short years, the popularity of OLED TVs has embarked on the fast track.
OLED panel prices continue to decline
The display panel is the main component of the television product, and the proportion of the cost of the OLED panel occupying the OLED TV exceeds 60%, so the price of the OLED TV is largely influenced by the price of the OLED panel.
According to the latest analysis data from IHS Markit, an internationally renowned research organization, the manufacturing cost of 55-inch ultra-high-definition OLED panels fell by 55% in the second quarter of 2017 compared to the first quarter of 2015, and the price gap with the 55-inch Ultra HD LCD TV panels It has been reduced from 4.3 times in the first quarter of 2015 to 2.5 times. It is estimated that by the first quarter of 2021, the cost will further drop to 242 US dollars, which means that the price of OLED and LCD panels is already very close.
Jimmy Kim, principal analyst of display materials for IHS Markit, said: "Historically, when the cost gap between a dominant technology and a new technology becomes smaller, new technologies will take off. The cost of manufacturing between OLED and LCD panels The narrowing of gaps will help OLED TVs expand. "
The panel price directly affects the final selling price of OLED TVs. According to AVC statistics, the average price of Chinese OLED TV products changed from 2014 to 2017. With the drop of OLED panel prices, the price of OLED TVs has dropped by 50%, especially for domestic brands. The prices are closer to the people. This is very positive for promoting the popularity of OLEDs.
Skyworth into OLED TV pioneers
With the maturity of OLED panel technology, more and more manufacturers have joined the OLED camp. Skyworth, as a firm promoter of OLED technology, has been deepening OLED technology since 2013 and has introduced a variety of new OLED TV products. It has been leading the in-depth adoption of OLED technology. At the same time, it always seizes opportunities in terms of industrialization, scale, and cost reduction.
In March of this year, Skyworth announced that the 55-inch OLED TV 55S9-I will have a price reduction of 3,000 yuan, down from the previous 13,999 yuan to 10,999 yuan, a drop of more than 20%. Later, Skyworth released a million-dollar OLED TV 55S8, allowing OLED TVs to enter the million-dollar era.
Skyworth is firm and deeply cultivating OLED technology. In addition to the above S8 series, this year it also introduced the Wallpaper series - W9, W8. It makes full use of OLED features in the design to make TV thin like paper, which is a good interpretation of the future TV appearance. While maintaining a high price/performance ratio. Skyworth is currently in the OLED TV field. In this year's 11th Golden Week OLED market, Skyworth's market share has reached 52.8%. China has sold one of two OLED TVs from Skyworth, showing its leading position. status.
OLED TV industry will usher in an outbreak
The shortage of upstream OLED panels has always been a factor restricting the development of OLED TVs. At present, the global OLED TV panel factory that has achieved production only has one LGD, and it is almost at a monopoly position in the OLED TV panel market. Sony, Panasonic and other 13 companies need it to provide panels. stand by. LGD not only decided to build a 10.5 OLED production line at the upcoming P10 plant in Paju to expand the production capacity of OLED TV panels, but also shut down some LCD production lines and gradually focus on OLED panel production. It is expected that production capacity in 2018 will increase over this year. 60%. (LGD expects OLED panel production capacity to reach 1.7 million units in 2017)
In addition, Chinese panel makers have begun to lay out the OLED TV panel market. Among them, BOE has successfully developed OLED TV panels and is accelerating mass production. China’s first self-developed OLED TV announced by Skyworth last year was BOE’s OLED panel. It indicates that the future OLED TV panel can not only rely on imports.
With the increase in output and the addition of other panel makers, the production capacity of OLED TV panels will increase rapidly. By then, the prices of OLED panels will have further room to fall. OLED TVs are only within one million yuan.
This article is edited by: Li Fusheng
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