In the past two years, the discussion of OLED TVs in the Chinese color TV market has not stopped. Doing or not doing OLED, for domestic color TV companies, it was also the entanglement and doubt of tobeornottobe.
However, this year, the wind suddenly accelerated to OLED, OLED camp quickly expanded, mainstream TV companies have joined and competing to launch new products. For a time, the popularity of OLED is unprecedented, and it seems that the picture of a beautiful future is gradually unfolding.
But what is OLED's in China's color TV companies?
It is undeniable that today's China's color TV industry is once again at the crossroads of transition, as LCD TV alternatives to CRT TVs, despite the ups and downs during the period, hesitant and determined, but rolling forward technological progress and corporate synergy Advance, eventually turning the CRT into historical dust. The replacement of LCD technology with new technologies will be inevitable. The three major determinants during this period are the superiority, time, and leader of new technologies.
First, look at the advantages of new technologies.
Although compared with LCDs, OLEDs have advantages such as being thinner, lighter, energy-saving, and bendable, their short life-time defects need to be further improved. The most critical factor is that the low yield rate of upstream screen resources leads to high prices, and it has been an instant success for ordinary people.
Unlike CRTs that were eliminated in the past, liquid crystal display technology still has a great competitive advantage, and some companies are still working hard to upgrade the technology. On the market, a series of differentiated products including ULED, curved surfaces, and ultra-thin films have appeared. It rivals OLEDs. Under this status quo, OLEDs have completed the replacement of LCDs and may take longer than some color TV companies expected.
In addition, the current Chinese color TV market has no lack of hot spots, such as 4K TV, with a good price/performance ratio. The price of a 55-inch 4K TV has dropped to around 3,000 yuan. For non-gamers, it is a good choice for ordinary consumers who do not have a high level of image quality. Similarly, this year, under the impetus of companies such as TCL, Hisense, Samsung, Xiaomi, Leshi, etc., the surface TV boom is also blowing!
Second, take a look at the time.
For color TV companies that advocate OLED TVs, time may not be able to exchange space. Because the current competitive environment is very different from liquid crystals when replacing CRTs. At present, competition in the color TV industry, in addition to traditional household electrical appliance companies, Leshi, Xiaomi and other Internet companies are advancing, especially LeTV, actively promote free hardware model, with an increasingly vibrant fan economy and repeatedly pushed prices to seize market share, some Traditional color TV companies have been struggling at the edge of losses. Whether they can stick to OLED's unification is still unknown.
Even if OLED becomes the mainstream of the market, since upstream screen resources are in the hands of Korean companies, they are upstream purchase screens. Even those companies that did not participate in market cultivation in the previous period will stand at the same starting point of competition with the first-time entrants. Moreover, under the current situation where the transformation of the Internet has promoted cross-border cooperation, complementary resources and sharing will also become a trend, and preemptive distributors may not be able to take the initiative.
In particular, for OLED products, foreign companies are currently seeking Chinese companies to enter into the "rat". From this point of view, whoever does it first is not necessarily a first-mover advantage. On the contrary, whose market appeal and influence are great, whoever really can rapidly promote the popularity of the OLED TV market will be the true leader.
Finally, look at market leaders.
China's color TV industry began with the introduction of imitation and gradually developed. From CRT to LCD, to OLED, after more than 30 years, domestic brands have not yet shaken off the embarrassment of followers and assemblers. Once the products are widely used, prices will drop rapidly, and the profits of color TV companies will quickly shrink to the edge of meager profits.
Therefore, the biggest beneficiaries will be LGD-based foreign-funded enterprises that hold OLED TV core technology instead of domestic companies. What are the hard-won domestic brands who lack the core?
The author will always drum up for advanced market technology, and I believe that OLED has the potential to lead the market to continue to make breakthroughs. However, at present, color TV companies that are fully committed to OLEDs cannot fully expect that a technology is not yet fully mature and the user experience is not perfect.
In the extremely complex competitive environment and great challenge pressure of the color TV industry brought about by the transformation of the Internet, color TV companies should actively adapt to the new trend of transformation and consumption, do a good job of user services, continuously improve user experience and stickiness, gain the trust of users, and maintain The existing market share can only go further if we take every step forward.
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