OLEDTV, as a representative and evergreen of the high-end market, has been occupying the "top brand" in the high-end market since its appearance. As a TV display technology, with its self-illuminating characteristics, it has a delicate picture quality performance on the picture display, and the unlimited contrast ratio directly makes OLED's image quality performance at the top. Coupled with the plasticity of its flexible and special-shaped display, OLED has become a leader in next-generation display technology.
At present,OLEDThe performance of the TV market can be described as remarkable,Attracting many heavyweight manufacturers in China to start targetingOLEDTV,Huawei、Xiaomi、Skyworth、Hisense and other brands have entered the market,Looking for new profit growth points in the high-end TV market。 The industry said that with the "entry" of many well-known enterprises into the OLED TV market, it is expected to further expand the OLED TV market "cake" and accelerate the popularization of OLED.
Although the brand and the market are very recognized by OLED technology, OLED TV is also very recognized as a representative of the high-end market. However, recognition does not mean sales. The current OLED TV market can be described as "applauded or not". According to relevant data, the latest Q3 quarter data in 2023 shows that OLEDTV panel shipments decreased by 14% quarter-on-quarter and 40% year-on-year.
Why this happens,The author believes that there are the following reasons:First, OLEDTV is currently positioned in the high-end field,The proportion of high-end market is limited,The effect of driving renewal is not obvious;The second is that the current pricing of OLEDTV is relatively high, and the cost performance is slightly insufficient;The third is that OLEDTV under the trend of large size in the TV industry does not have advantages. These reasons have led to the current situation of OLED TVs being very awkward.
According to Omdia's ** data on the OLED TV market in 2022, the proportion of OLED TVs in the ** TV market will increase from 35 in 20217% grew to 42 in 20221%, OLED TVs will account for 12% of the entire TV market in 20227%。In addition,According to data released by the market industry agency OMDIA,In the first half of this year, the entire global OLED TV shipments were239.020,000 units.
It is not difficult to find,OLEDThe proportion of the entire TV market is not very large,And because OLEDTV is positioned in the high-end market,The growth rate itself is not fast。 Therefore,On the whole,OLEDThe performance of the TV market is still showing a downturn,The effect of driving the replacement is not obvious。
The second is that the price of OLEDTV is still relatively high. At present, the competition in the TV industry is very severe,Ordinary LCD TVs** are very cheap,75Inch TV**has entered about 3000**,Large98Inch has also entered less than 10,000 yuan。 However,For OLEDTV,Ordinary 65The price of an inch has reached nearly 6000 7000 yuan,It is indeed a lot more expensive than ordinary TV。
In addition,Innovative backlight technology TVs like Mini LED,The price is also relatively cheap,And the expressiveness in picture quality is not inferior to OLEDTV。 Therefore,On the whole,OLEDThe price of TV is still relatively high。
Finally, under the trend of large size in the TV industryOLEDTV does not have an advantage。 Large-size is a stable and irreversible trend in China's TV industry,Under the trend of overall large-size,The competitiveness of the high-end market represented by OLED is slightly insufficient。 BecauseOLEDThe panel is expensive,Large-size** is more expensive,And subject to manufacturing technology and production capacity problems,At present, the largest mass-produced OLED panel is88Inch,SKYWORTH98InchOLEDThe price of TV has reached 159999 yuan,Very expensive。
Under the trend of large size,OLEDThe competitiveness of TVs has plummeted,If there are no more large-size mass production panels,As well as ** downward,Then the competitiveness of large-size high-end OLEDThe market is insufficient,It will make the development of OLEDTV more difficult。
However, it is worth mentioning that OLED display not only has broad prospects in the field of TV, but also has great strength in other application fields, and its flexibility can also achieve curling, transparent, folding and other forms, which can be widely used in creative displays, folding stools, and has very broad application prospects.
On the whole, although the performance of the OLED global TV market is sluggish, the future is still full of opportunities.