Accelerating the replacement of LCD TVs, OLED TVs leading the high-end market

The history of color TV industry has always depended on the breakthrough of display technology. Since more than 10 years ago, LCD TVs have rapidly replaced CRT (color picture tube) television and become the dominant product in the color TV market. Today, product wars are repeated. From this year onwards, OLED (Organic Light Emitting Diode) TVs will accelerate the replacement of LCD TVs with Skyworth, LG, Changhong, Konka, Coocaa, and KKTV and other TV companies, and will lead the high-end market in the promotional season of this year's 51 TV.


OLED TV wins LCD TV and laser TV in display technology

Before the advent of OLED TV, the development of television experienced several stages of CRT TV, rear projection TV, plasma TV, and LCD TV, among which the rear projection was almost negligible due to "short-lived".

After understanding each generation of display technology, it is not difficult to find that, apart from the fact that LCD TVs are passively illuminated, several other types of TVs are actively emitting light. The fact that LCD TVs defeat plasma TVs is not in terms of picture quality in a strict sense, but in terms of form (LCD TVs can be thinner than plasma TVs).

LCD TVs have congenital technical defects - the LCD screen itself can not emit light, need to rely on the backlight lamp behind the display to illuminate the screen, so the LCD TV image layering, dynamic image performance, viewing angle, The response time and other aspects performed unsatisfactorily. Passively-lit LCD TVs beat active-lit plasma TVs in the market. From a display point of view, it is a retrogression in the development history of the color TV industry. TVs will eventually return to "self-illumination."

Many color TV companies have made active explorations and attempts in the next generation of display technologies.

The active color OLED TV screen is true to color, has an ultra-wide viewing angle, and is capable of displaying extreme black. It is the best choice for HDR (High Dynamic Range Imaging) technology. While OLED TVs take into account excellent image quality performance, OLED organic materials composed of solid-state particles also have an arbitrary transformation form. It is no doubt that OLED display technology will eventually replace the existing liquid crystal display technology.

We fundamentally summarize their imaging principles: The key to CRT TVs is through electron beam imaging. The key to plasma TVs is inert gas imaging. Liquid crystals are liquid crystals, and to OLEDs, they are flexible solid-state organic particle imaging. Correspondingly, we can simply understand the development history of television as the display technology continues to improve with the continuous improvement of the stability of the imaging media, that is, the true revolution of television benefits from the breakthrough of imaging media.

Through historical review and analysis, it can be known that OLED display technology using solid organic particles as an imaging medium is bringing another revolution to the color TV industry.

Although a small number of companies such as Hisense have "laser television" as the focus of next-generation display technology, the so-called "laser television" is actually a "laser projector," which uses a laser beam to project an image, and a laser short-focus projection host. The composition of the screen and sound requires professionals to install and debug, obviously not as good as LCD TVs in terms of color saturation, brightness, viewing angle, etc., not to mention OLED TVs on a par with OLEDs. Moreover, due to the congenital defects of the display principle, the price of a laser television image priced at tens of thousands of yuan is only 2K (1920×1080) resolution, and it cannot reach a resolution of 4K (3840×2160).

Therefore, OLED TVs that have won LCD TVs and laser TVs in display technology can truly represent the future development trend of the color TV industry.

Upstream OLED panel is sufficient, OLED TV market grows up to 400 percent annually

This year is the start of the OLED TV market. The scale of the OLED TV market depends mainly on the supply of upstream OLED panels. Panel giants such as LGD and Samsung have continuously increased their investment in the OLED panel industry to increase production. Judging from the input of OLED production equipment and the yield rate, this year, it is possible to reach a large-sized OLED panel supply of 100-1.5 million pieces. OLED panel production scales with the scale effect. As production capacity climbs, the yield rate will increase further than last year.

In 2015, China’s color TV retail market accounted for 60% of inefficient models. In 2016, the State Council’s government work report pointed out that we must focus on the structural reforms on the supply side, do both subtraction and addition, reduce inefficiencies and low-end supply, and expand effective and medium- and high-end supply. The core of China's color TV industry's supply side reform will be reflected in product upgrades, through the means of technological innovation, to produce products that can meet consumer demand, and on behalf of high-end, high-quality OLED TVs, it is clearly in line with the trend of TV industry transformation and upgrading.

According to the AVC industry chain data, global shipments of OLED TVs were 400,000 units in 2015, a four-fold increase over 2014. Global OLED TV shipments are expected to continue in 2016-2018. Sharply higher, it will soar to 1.3 million units in 2016 alone, the largest increase. Among them, the performance of the Chinese market is particularly prominent, and both 2016 and 2017 will continue to maintain a 400% growth rate.

In many OLED TV sales products, especially Skyworth released OLED organic TV new S9-I eye-catching, the product has 55-inch, 65-inch two mainstream size, industrial design has followed the classic design of the previous generation S9300, The design has won the same award as the C919 large aircraft - 2015 Industrial Design Award of the China Industry Fair. Skyworth's S9-I uses Realtek's RTD2999 chip, which acquires Dolby Vision's technology certification and can decode higher-standard HDR film sources using the Dolby Vision standard, expanding the space for content acquisition.

Since the beginning of this year, as the cost of production of OLED panels has fallen, the price of OLED TVs has become closer to the people. It is expected that the high-end market share of LCD TVs will be accelerated during the peak season of May 1st, and the replacement of LCD TVs will become a real leader in the 51-year high-end TV market. .

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