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Company News >> Will high-end OLED TV price cuts accelerate the LCD market? 24th,Jan,2019
                                         Since the beginning of this year, LCD TVs have risen in price due to the cost of raw materials, etc. As the highest-end of flat-panel TVs, OLED TV prices have begun to show signs of loosening.

It is understood that since 2014, under the push of brands such as Skyworth, OLED TV has been accepted by users as the highest-end representative product in TV. After more than three years of market cultivation, consumers are impressed by the unparalleled display effect of OLED TV. . Although the OLED TV product line currently on sale is very rich, and the channel is deep in the second- and third-tier cities, the high price is still the main reason for consumers to stay on the sidelines.

In fact, since the launch of OLED TV, with the continuous breakthrough of technology, the improvement of panel yield and the expansion of scale, the cost has been declining, and the pricing has undergone tremendous changes in three years. Take LG's 55-inch 4K OLED TV, which was launched in 2013, as an example. Its listing price is as high as 14,000 US dollars. Now its price has dropped to 14,000 yuan. It can be considered simply after the exchange rate calculation. The actual decline of OLED TV in just three years. Up to seven times. Since the price of Skyworth OLED TVs has been on the market, the price has gradually become popular, and now it has gradually entered the price range of the main sales.

With the confirmation of the upward adjustment of the LCD TV market price this year, the market began to doubt whether the price of high-end OLED TVs will “stagnate” or even recover from recovery.

At the OLED industry summit on December 14 last year, Liu Weizhi, president of Skyworth Group's color TV business unit, said that the OLED industry will be erupted in 2017, and Skyworth is also preparing to significantly adjust the retail price of OLED TVs in recent days.

Liu Yizhi confirmed the above speculation in an exclusive interview with the home grid. He determined that the various conditions of the OLED TV outbreak were fully available, and only the Skyworth horn was blown. HEA learned from the data predicted by market research organization IHS that OLED TVs accounted for 50% of the high-end TV market in three years, and 2017 is bound to become an important turning point for the global OLED market.

"From the perspective of the industrial chain, OLED product technology maturity and market perception, the OLED outbreak conditions are basically available. If it still owes a wind, it should be the price loose." Liu Yizhi believes that Skyworth has been relentlessly promoting on OLED for a long time. More and more brands in the industry chain have joined the OLED camp. For example, upstream panel factories such as BOE and Huaxing Optoelectronics are investing in OLED panel production lines. And Haisi and other chip custom development has also joined the torrent of high-end TV localization, breaking the situation that China's domestic color TV lacks OLED independent intellectual property rights.

On the issue of product yield and cost that the market is generally concerned about, under the continuous efforts of Skyworth and LGD, the OLED panel yield has been pulled up to the level similar to LCD in the past three years. At the same time, with the advancement of technology and the continuous expansion of scale, the cost of stand-alone equipment is very obvious, which provides an accelerated guarantee for OLED to expand market share and seize LCD cake.

Benefiting from Skyworth's mature experience in the domestic omni-channel market, OLED has covered the high-end crowd from the luxury user community in the past three years, and has covered the second and third-tier offline markets to increase consumer contact areas and opportunities.

"From the sales data of domestic OLED TVs in the first month of this year, Skyworth brand sales accounted for nearly half of the total sales," Liu said. "Skyworth is considering adopting some aggressive strategies at the market level, and does not rule out a certain adjustment feedback on the price soon. The majority of users, but the specific extent has to wait for market research and market arguments to be announced and implemented. But it is clear that consumers will definitely feel the arrival of the OLED era this year."

According to the analysis of comprehensive sources, Skyworth will significantly reduce the price of its high-end OLED products by the end of March this year, and the first break in the online shopping will also become a high probability event.

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