[Ding Science and Technology Network Observation].In the past few years, there have been many voices about Korean brands "withdrawing from LCD and focusing on OLED". Although it is impossible for both upstream panel companies and downstream terminal companies to completely give up LCD in the short term, it can be said that it is the "yang strategy" of Korean giants to take OLED as a strategic commanding heights and form a high-end competitive advantage for upgrading.
Due to the mastery of upstream panel resources, LG Display is the most active force in promoting OLED TVs. After weighing the pros and cons, Samsung also officially joined the OLED track in 2022. However, despite the blessing of Samsung, the performance of the OLED TV market in recent years has been a big surprise.
Ding Science and Technology Network.
Samsung's OLED is growing rapidly, with shipments approaching one million units within two years. However, LG, the core manufacturer of OLED, has suffered a waterloo, and OLED TV shipments in 2023 will only be 2.8 million units, a sharp decrease of 28 units year-on-year5%。Affected by the LG downturn, as well as the alternative impact of Mini LED TVs, global OLED TV shipments were only 5.4 million units, down 20% year-on-year1%。
Ding Science and Technology Network observes that the heavy responsibility of playing the role in the OLED TV market will most likely fall on Samsung.
A few days ago, the display industry research institute DSCC news showed that LG Display recently reached a long-term contract with Samsung Electronics, which will provide 5 million WOLED display panels in the next 5 years, and this year's supply is expected to be between 70-800,000, compared with only 10-200,000 last year.
If the news is true, LG Display will have 5 million OLED panels in 5 years, and the average annual volume will reach 1 million. You know, Samsung itself also has its own QD-OLED panel production line, according to the institution's ** annual production capacity of about 2 million. According to this speculation, Samsung Electronics' annual shipments of OLED TVs this year are expected to soar to more than 2 million units.
Ding Technology Network noted,LG still occupies 50% of the market share in the OLED TV market,But it is an indisputable fact that the market share continues to decline。 If SamsungOLEDTV shipments exceed 2 million units this year,The gap with LG OLEDTV shipments will be only a few hundred thousand units,With the more cost-advantageLG DisplayWOLED panel resources,2025SamsungOLEDTV shipments are expected to catch up with or even surpass LG。
It's not surprising that Samsung is catching up in the OLED TV market. On the one hand, Samsung is the world's No. 1 TV company in terms of TV shipments, while LG's current TV shipments have slipped to fourth, and Samsung has a great advantage over LG in terms of brand pull; On the other hand, Samsung has a technical advantage in the development of OLED, its innovative quantum dot technology, neuronal quantum dot processor is unique in the world, and the products have covered 55 inches, 75 inches and 77 inches and other mainstream sizes, coupled with the cost reduction effect brought by the external OLED panel, making it difficult for LG to compete with it.
In the view of Ding Science and Technology Network,Samsung will become the protagonist of the OLED TV market in the future,LG will gradually give up the position of the leader of the OLED TV market in the next 3 years,And with the decline of OLEDThe cost of mass production、Mini LEDThe replacement impact of TV,OLEDThe central market of TV may be occupied by Chinese companies。 (Ding Science and Technology Network original, **be sure to indicate**: Ding Science and Technology Network).