In recent years, with the development of electrification, intelligence, and networking, the automotive market has been changing, and the elimination competition has accelerated, according to Witdisplay. As an auto part, the on-board display market is a different landscape: the pattern is relatively stable, and Tianma Microelectronics has always ranked first in the global on-board display market. According to the Omdia report, in the first half of 2023, Tianma Microelectronics (**abbreviation: Shenzhen Tianma A, **000050) will account for 154%, ranking first in the world.
Why can Tianma Microelectronics continue to maintain a leading position in the fierce competitiveness of the automotive display market?
Liu Jinquan, deputy general manager of the vehicle display division of Tianma Microelectronics, believes that after 30 years of hard work, Tianma Microelectronics has formed four core competitiveness in the vehicle display market, including leading technology, leading quality, leading chain and leading service, forming a good corporate image, and has been recognized by most of the world's car manufacturers, establishing a moat in the field of vehicle display.
Despite this, Tianma Microelectronics has never stopped technological innovation in the field of automotive display. Recently, at the 2023 Tianma Microelectronics Global Innovation Conference (TIC 2023), Tianma Microelectronics released a series of automotive display technologies such as automotive quantum dot mini-LED display technology and automotive dynamic bending OLED display technology to promote the innovation of automotive display technology and promote the healthy and sustainable development of the automotive display industry.
Tianma has the world's largest market share of automotive displays
Affected by inflation, geopolitics and other factors, the global consumer electronics market is generally sluggish, and smartphone shipments are expected to decline by 5% in 2023, and TV shipments will decline by 21%, PC shipments fell 76%……
Different from the consumer electronics market, automobiles are developing in the direction of electrification, intelligence, networking, and sharing, showing a continuous growth trend. The Omdia report states that the growth rate of light vehicle production will increase by 7 in 20239%。The China Association also expects that the automobile market will continue to show a steady and positive development trend in 2023, achieving a growth of about 3%. And the automotive market will continue to trend upward in the long term, with Omdia expecting annual growth rates of between 1% and 3% for light vehicle production after 2024.
With the continuous growth of the automobile market, as well as the trend of intelligence and networking, the number of single car screens is increasing, and the specifications are getting higher and higher, and different display technologies are useful in multiple scenarios of automobiles, and the on-board display market has ushered in the spring of development. Omdia expects that in 2023, the shipment of automotive display panels will be 20.2 billion pieces, exceeding 200 million pieces for the first time, a year-on-year increase of 44%, and in 2024, it will increase by 4 percent year-on-year1%, and the year-on-year growth is expected to be 44%。
In order to seize the opportunity of the vehicle display market, global panel manufacturers continue to increase the field of vehicle display, and finally Tianma Microelectronics, which has been deeply involved in the vehicle display market for many years, won the first place. According to the Omdia report, in the first half of 2023, Tianma Microelectronics' vehicle display market will account for 154%, ranking first in the world.
The good performance of Tianma Microelectronics' automotive display business has improved the company's overall revenue. According to reports, in the first three quarters of this year, Tianma Microelectronics' on-board business revenue increased by 10% year-on-year. Among them, the penetration of LTPS technology has accelerated, and the shipment of LTPS vehicle products has increased by nearly 40% year-on-yearThe automotive electronics business directly supplied to the car factory began to be delivered to international leading customers.
Relying on the four core competitiveness to establish a moat
In fact, Tianma Microelectronics has been in a leading position in the automotive display market in recent years. In 2022, Tianma Microelectronics ranked first in the world in terms of cargo volume of on-board front-loading and on-board instrument display for three consecutive years.
Why can Tianma Microelectronics continue to maintain the first place in the fierce competition in the automotive display market?
Liu Jinquan, deputy general manager of Tianma Microelectronics' vehicle display division, said in an interview with witdisplay and others that Tianma Microelectronics has been involved in the field of vehicle display relatively early, and has 30 years of experience so far, and has formed competitiveness in four aspects. First, technology leadership has always been the direction that Tianma Microelectronics adheres to. Whether it is for consumer electronics or applied in automobiles, all kinds of display technology must continue to maintain a leading position, and the reason why Tianma Microelectronics has been able to maintain the first position in the field of vehicle display for many years is because the technology has been recognized by customers and is reliable.
Second, the quality is leading. For the automotive field, quality is very important, once the car has a problem, consumers will complain, so Tianma Microelectronics has always put the quality of the on-board display in the first place. In the past so many years, Tianma Microelectronics has been in the leading position in the world in terms of vehicle display quality.
Thirdly, the ** chain leads. In recent years, affected by factors such as the epidemic and market supply and demand, the automotive chain has encountered unprecedented challenges. Safety, stability and reliability are very important to car manufacturers. In order to ensure safety and delivery, Tianma Microelectronics has been combining the upstream and downstream of the industrial chain to build a leading automotive display chain capability.
Fourth, service leadership. 95% of the world's car manufacturers have used Tianma Microelectronics' products and services, and the requirements and demands of different car manufacturers are different. In the past so many years, Tianma Microelectronics has provided diversified products around the world, and has made its products and after-sales service professional and reliable, which has been recognized by customers.
At present, the competition in the global automobile market is fierce, and the involution of the domestic automobile market is more serious, which makes the on-board display market environment extremely fierce. Liu Jinquan believes that the fierce competition in the domestic market is conducive to enhancing the company's core competitiveness, and after years of hard work, the company has also established a reliable image in the international market, forming a certain moat. In the face of market competition, Tianma Microelectronics has the courage to face challenges, whether it is technology, products, and chains, the company can achieve stronger competitiveness.
Leading the way in automotive display technology through continuous innovation
The automotive display market is relatively fragmented, and it is difficult to achieve a dominant situation, and only continuous innovation can make itself continue to maintain its leading position. In order to further lead the automotive display market, Tianma Microelectronics continues to innovate in the fields of LCD, Mini LED, OLED, and Micro LED.
At present, the mainstream technology of automotive display is LCD, which occupies the vast majority of the market share. In order to meet the needs of continuous upgrading of automotive displays, LCD is constantly iteratively upgraded, and the image quality indicators such as LCD brightness, contrast and color gamut have been improved to varying degrees through the introduction of Mini LED backlight modules and quantum dot materials. Tianma Microelectronics launched the automotive quantum dot mini-LED display technology at TIC 2023, which enables the automotive display to have lower power consumption, higher color gamut (NTSC 110%), better display screen contrast and more friendly halo design, effectively filling the gap in the domestic commercialization of automotive quantum dot blue light Mini LED.
Tianma Microelectronics will continue to promote the innovation of automotive quantum dot mini-LED display technology. Li Xiongping, deputy general manager of Tianma Microelectronics R&D Center and chairman of the Vehicle Display Technology Committee of SID Beijing Branch, pointed out in an interview with Witdisplay and others that Tianma Microelectronics automotive quantum dot mini LED has six technical iterations, and four iterations have been completed, which is basically one step at a time, which is very compatible with the characteristics of high vehicle reliability requirements, and we are still developing the fifth and sixth generation technologies.
Compared with LCD, OLED has the advantages of flexibility, wide viewing angle, low power consumption, higher refresh rate and faster response speed, and has certain application prospects in the automotive display market. Tianma Microelectronics released the automotive-grade dynamic bending OLED display technology at TIC 2023, which once again revolutionized people's thinking about automotive screens. According to the design, this product can be changed according to people's "needs": when the user needs the screen, it can be used as an in-car instrument, navigation, co-driver entertainment, etc., and can be bent and adjusted according to the user's height, ** Xi, etc., which is quite convenient and comfortable;When not needed, it can be "hidden" to reduce power consumption and ensure driving safety. At present, Tianma has successfully completed the technical development of the first on-board dynamic bending OLED screen in China, and the product performance has more than 20W dynamic bending capacity while meeting the mechanical strength of vehicle specifications.
Micro LED has the advantages of both OLED and LCD, making it an ideal in-vehicle display technology. Pegasus presents 1. at TIC 2023The 63-inch 403ppi active micro-LED display has the characteristics of high definition color and high performance, and can be widely used in various smart wearables and mobile terminals. Xi Kerui, vice president of Tianma Microelectronics Micro-LED Research Institute, said in an interview with Witdisplay and other ** that Micro-LED has obvious advantages in transparency and splicing, and if it can solve the problem of chip efficiency and thermal stability, transparent Micro-LED will land in the field of on-board display.
In addition, Tianma Microelectronics also attaches great importance to industry-university-research cooperation. At TIC 2023, Tianma Microelectronics specially appointed Academician Zheng Youjiong of the Chinese Academy of Sciences as its scientific and technological advisorSigned a strategic cooperation agreement with the Haixi Research Institute of the Chinese Academy of Sciences on deepening scientific and technological cooperation in flexible OLED technologySigned a strategic cooperation agreement with Jiageng Innovation Lab on the development of micro-LED technologyAt the same time, the micro-LED joint research institute jointly built by Tianma Microelectronics and Jiageng Innovation Laboratory was successfully unveiled.