OLED, laser and LCD "Three Kingdoms Kill" Who is the next generation TV

Near the end of the year, color TV giant Skyworth is ahead of schedule next year. On December 21st, Skyworth held the “OLED Future Product Summit Forum” in Shenzhen and released a new generation of OLED TV products combining HDR (High Dynamic Range) technology.

In the game between OLED and LCD, laser TV, Liu Weizhi, vice president of Skyworth Digital and president of Skyworth Color TV Business Unit, said that OLED is the next generation TV. In 2016, Skyworth OLED TV sales target is 200,000 units, which will be 2015. 10 times of the year, OLED TV will become a mainstream product within five years.

2020 TV penetration rate will reach 30%

OLED TV technology is maturing, Liu Yuzhi told the "First Financial Daily" reporter that the current 55-inch 4K OLED TV is priced at 14,999 yuan, 65-inch 4K OLED TV is priced at 25,999 yuan. The application of HDR technology can improve the brightness, contrast and color of OLED TVs, achieving the same effect as naked-eye 3D. "We don't increase the price of technology, and the price of HDR is the same as HDR."

The biggest problem that plagues OLED TVs - the lack of upstream panel supply, is also expected to gradually ease as LGDisplay (LGD) increases investment in OLED TV panels. LGD has recently announced that it is expected to invest more than 10 trillion won, and the ultra-large OLED production line and flexible OLED production line that has been launched for more than 9 generations will be put into production in the first half of 2018.

Liu Yizhi is optimistic that in the fiscal year 2015 (as of March next year) Skyworth OLED TV sales will reach 20,000 units. In FY2016 (as of March 2017), Skyworth OLED TV sales will grow 10 times to 200,000 units. “Now the OLED TV has a price difference of 1.5 times compared with the high-end LCD TV of the same size; when the spread is reduced to 1.3 times, it will accelerate the popularity.”

"It is estimated that the penetration rate of global OLED TVs will reach 30% by 2020. If the world's 200 million TV sales a year, it means that OLED TV sales will reach more than 66 million units by 2020. One of the mainstream products of screen TV." Liu Yuzhi said.

His confidence comes from three aspects: First, from the picture quality, OLED is colorful, contrast, response speed, and viewing angle are superior to LCD; second, from the physical form, OLED TV can be convex and concave, and can be curled in the future. The third is from the industry perspective, OLED screens are widely used, from mobile phones, computers, tablets to 77-inch TVs, the next 100 inches can also be done.

“China’s middle class’s consumption upgrade is in full swing. As long as the products are good, even if they are expensive, they are willing to buy.” Liu Yizhi said that 2016 will be a year of OLED and HDR technology promotion and outbreak. “The goal of Skyworth is to become China and the world OLED TV. The first brand will use OLED TV to boost the internationalization of Skyworth in the future."

Next, Skyworth will work with LGD to launch a 1mm thin "wallpaper" OLED TV by the end of next year.

OLED, laser and LCD "Three Kingdoms Kill"

For the next generation of TV technology, the two giants in China, Hisense and Skyworth, have different opinions. Hisense released the laser cinema TV in early December. It is expected that 2016 will be the first year of rapid development of laser TV, and it is planned that by 2020, Hisense will account for 40% of the global large-screen TV market of 70 inches or more.

These two giants have always been full of "gunpowder flavor" in propaganda. Hisense said that it does not push OLED TVs that are not mature in technology, but it does not exclude OLED TVs. After 3-5 years, once OLED TV technology matures and consumers accept it, Hisense will also launch OLED TVs in due course.

Skyworth “returns its teeth”, which said at the press conference on the 21st that it would not be a laser TV that is not a TV of the future, although there is also a technical reserve for laser TV. The reason is that from the transition from CRT TV to flat-panel TV, PDP (plasma) lost to LCD (liquid crystal) because it can't cover small-sized products, and laser TV can't cover small-size products.

In fact, although they have differences, the "gun" is aligned with LCD TVs. Hisense said that the price of laser TV is only one-tenth of LCD TVs for products above 70 inches, while Skyworth emphasizes that OLEDs have better performance than LCDs.

China's largest LCD panel supplier, BOE, started construction of the 10.5-generation LCD panel production line in Hefei on December 2, and plans to start production in 2018. In the future, it will mainly produce LCD TV panels of 65 inches or more, and some production capacity can produce higher definition. The 8K LCD panel, in addition to 65, 75 inches, can produce 82, 98-inch panels if needed.

BO Dong’s chairman, Wang Dongsheng, told the “First Financial Daily” reporter that in the next 10 to 15 years, LCDs will remain mainstream in the large-size, ultra-high-definition display field. The reason is that in the large screen field, the clarity of the liquid crystal has been 8K, 10K, and OLED is still improving the yield of the 4K panel; and the LCD is cost-effective, "we have to make the 8K LCD cost the same as 4K."

Interestingly, OLED TVs, laser TVs and LCD TVs have now formed a "three-nation kill" competition.

In this regard, Liu Yuzhi believes that laser TV is only a niche market, and OLED TV will become a mainstream product once it reaches 30% penetration rate in 2020. 8K LCD TV, Skyworth will do, will also cooperate with BOE, but in the current 4K content needs to be enriched, not to mention 8K content, so 8K LCD TV will also be a niche market.

"The father of OLED", Hong Kong University of Science and Technology and Professor of the University of Rochester, Deng Qingyun, also visited the "OLED Future Product Summit Forum" on the 21st. He told the "First Financial Daily" reporter that in addition to South Korea and Chinese companies actively investing in OLED panels, Japan's JOLED Alliance is also working hard, currently only research and development, no finished products; OLED TVs have recently cut prices in the United States, 55 Inch 2K OLED TV $1,700, 65-inch 4K OLED TV $4,999, and Samsung's most high-end 65-inch LCD TV sells $3,999, which is only $1,000. Although LCD has introduced 8K, 10K products, its color Always not as good as OLED, OLED also launched a seamless splicing screen, "the LCD TV has ten years left (life)."

LeTV has invested about 1.9 billion yuan in about 20% of TCL Multimedia, and has recently become a hot spot in the color TV industry. Liu Yizhi said that Skyworth's Internet transformation will take the road of "self-reliance", and he denied the rumors that Xiaomi will cooperate with Skyworth TV. He is cautiously optimistic about the color TV industry in 2016, and believes that sales will not increase significantly, but the brand structure will change, depending on who products, technologies and services can bring a better experience to consumers.

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