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>> In 2019, can OLED "save the market" in China's TV industry? 23th,May,2019
In 2019, the decline of the Chinese TV industry is continuing.
At the end of the public, it may be difficult to detect that after the demographic dividend cycle and the policy stimulus cycle, the Chinese TV industry is now welcoming the most difficult “increase cycle”. In this cruel cycle, there is hardly any external force. Support and stimulation, all growth depends on the industry chain's own efforts.
In 2019, can OLED "save the market" in China's TV industry?
But this is not easy. Unlike the warm weather outside the window, the Chinese color TV industry has been in frequent cold in the past few years. The latest data shows that in the first quarter of 2019, China's color TV retail sales were 12.2 million units, down 1.1% year-on-year; retail sales were 34.9 billion yuan, down 13.1% year-on-year.
This figure is not surprising. The color TV market has a narrow range of fluctuations around 50 million per year. The industry is familiar with this.
In fact, not only China, but also in the global context, human entertainment time is being eaten by various screens. The sales and quantity of the TV industry are declining. It is an indisputable fact. But along with it, in recent years, the price of LCD TVs has continued to decline, and all aspects of the industry chain such as channels, machine and panel manufacturers are facing operational difficulties.
This is largely because, when traditional LCD TV innovations peak, “homogeneity” is in front of almost everyone, and their “rational” choice based on limited games is, of course, price war.
But common sense knows that in the display industry that requires a lot of development and equipment investment, the excessively sharp price war is detrimental to the overall development of the industry. In the long run, it will fall into the vicious circle of vicious circle. Therefore, in the eyes of many analysts, the display industry can no longer Drinking and quenching thirst, but changing the rules of the game.
The two important things that change the rules are technological innovation and consumer value.
In 2019, can OLED "save the market" in China's TV industry?
1
Technological innovations are well understood. For example, industry consensus is that OLEDs are most likely to be the next generation of display technology to replace liquid crystals.
Tracing the short history of OLED, the global OLED TV market has gradually matured since 2013, but the market growth is still slow. Since 2016, OLED TV has broken through the technical critical point, and the market has made a big jump: in the high-end market of more than US$2,000 last year, according to sales OLED TVs accounted for 36%; from various regions, North America, Europe, and Japan rose to 35%, 48%, and 65%, respectively, where OLEDs are already equal to high-end TV itself.
In 2019, can OLED "save the market" in China's TV industry?
In the broader Chinese market, although OLED sales are not as good as those of developed countries, it is quite similar to China's cornering overtaking in other new technology fields. China's OLED TV sales growth is staggering, just give a few sets of data: last year's Chinese TV market sales 47.7 million units, sales volume decreased year-on-year, but OLED sales increased by 47%; according to IHI survey results, China's OLED TV market will have a growth rate of 110% in 2019; and the data given by Ovi Cloud is In 2019, China's OLED color TV will grow at a rate of 130% year-on-year, with sales of about 380,000 units. It is expected to exceed 800,000 units in 2020. At the same time, unlike the overall market trend of Q1, Jingdong sales data shows that in 2019 In the first quarter, Jingdong OLED sales increased by 143% year-on-year.
In short, all kinds of data are cross-certified: the increase in OLED penetration rate will become a breakthrough in the recovery of China's color TV market.
Of course, here may be mentioned by the way, in addition to fine quality, rich colors, anti-Blu-ray eye protection and other traditional TV-related strengths - in fact, the future breakthrough path for OLED, far more than the single direction of color TV.
Nowadays, the industry has reached a consensus. In the era of the fourth industrial revolution, together with IOT and AI, there are also "DOT (Display of things)" as their "external display" - from now to the future, the display will be nowhere. No, it is the most important communication tool between people and people, and OLED is the best carrier for DOT.
It is not difficult to understand that since there is no backlight in self-illumination, this is the starting point of technology, and OLED can be freely grafted with different product forms and space scenes.
Do not talk about products you may know, give a new example: LV.
Just a few days ago, the Louis Vuitton Cruise 2020 early spring vacation series was officially released in New York, and the most eye-catching design of the entire conference was undoubtedly a new bag with OLED screen, intimate touch with retro modern technology and the latest technology. It also allowed the audience to touch the imagination of the era of "all things are displayed."
It is not difficult to find out through the occlusion of OLED and LV. At the beginning of this display technology, the original gene has been rid of the shackles of the traditional display form - in fact, in addition to the wallpapers that have been published, self-sounding, transparent, curly, etc. In the form of screens, OLEDs will also play a greater role in various scenarios such as in-vehicle, wearable devices, commercial displays, and homes.
In the future, everything is displayed.
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