In recent years, high-end large-size TV battlefields have been in full swing, pushing LED%B5%E7%CA%D3.html' style='font-weight: bold;color: #900916;border-bottom: 1px #900916 dotted; padding- Bottom: 2px;' target='_blank'> OLED Electronics' LG Electronics and Sony are gaining advantages in the high-end TV market. Samsung Electronics, the leading TV manufacturer, faced serious challenges and decided to make advances. Generation of display technology Micro LED battle, the second half of 2018 will be on the global stage, grab the world's top consumer market test water temperature, and confront the OLED TV.
Samsung used to play a leading role in the TV market. However, the mainland TV factory has risen strongly, and Japanese TV factories have made a big push. This has caused the pressure on Samsung to increase. The sales of Samsung TV in 2017 is estimated to be about 42 million units. About 10%, shipments in 2018 may be revised down again, especially Samsung's strategic shift to the large-size TV market of 50 å‹ or more, which may lead to a continued decline in sales.
Global OLED TV sales are all the way up. In 2017, it sold 218,000 units from the first quarter, and in the fourth quarter it climbed to 745,000 units (IHS Markit statistics). The sales scale grew 3.5 times. Sony, LG and other large manufacturers continue to push, and mainland TV factories have joined the OLED TV camp. In 2018, OLED market share in high-end TV will exceed 60%, and the growth trend is strong.
In contrast, Samsung’s quantum dot QLED TV sales performance is not as good as expected. In 2017, the market share of high-end TVs above US$2,500 was only 18.5%, ranking third in the market, highlighting Samsung’s high-end TV. The dominance has been faltering.
Although the industry believes that the timing of mass production of Micro LED TVs is not yet mature, and even some manufacturers doubt the advantages of Micro LED display technology, Samsung has been battling in the global TV market and decided to push Micro LED TV into the high-end market in advance, prompting Micro LED technology from the research and development stage. Quickly join the global brand factory marketing strategy, Micro LED TV can play the role of Samsung to reverse the firefighting team is still unknown, but will open a new page of display technology history.
2018 may be a significant milestone for the development of Micro LED TV. However, it is expected that the initial shipment scale will be very limited. At present, Samsung is not actively seeking a second supplier. In addition to the mass production yield problem, its price is bound to be Far higher than OLED TV, for the average consumer, it will be a sky-high number.
The key Samsung may win, including the exquisite image quality and color contrast brought by Micro LED, as well as product marketing positioning and brand value, Samsung has the opportunity to test the top pyramid consumer base of the global pyramid through the global customer sales network, and other High-end display technology is waiting for the breakout.
In fact, in the early days of OLED TV, LG was limited by the production cost, and the price was higher than that of the same size LCD TV. Until 2016, it gradually narrowed the price difference with high-end TV. There are still many areas for improvement in the production process, and there is a lot of room for reduction in production costs, including a reduction in material costs due to the expansion of production scale, an increase in chip production density, and an increase in production efficiency.
The industry expects that the first year of Micro LED TV's take-off may fall in 2019. By 2020, Micro LED TV will have the opportunity to gradually unload the unattainable spell, and formally enter the rapid growth period.
On the other hand, with the lead effect of leading factory Samsung, other TV brand players who can't immediately keep up with the pace are expected to accelerate the launch of the larger size Mini LED models from the second half of 2018, thanks to the Mini LED TV supply. The development of chain and process is relatively mature. In addition to the panel factory AUO and Innolux actively importing, the two sides of the LED industry, such as Jingdian, Yiguang, Ronda, Sanan, etc., will also be in a new round of display wars in 2018.
Supply chain industry believes that Micro LED and OLED TV in the high-end market showdown, it is expected that the 2018 victory is still difficult to see, but Samsung's push for the first large-size Micro LED TV, is expected to promote other TV big The company will follow up and develop, and the application field will not be limited to large-size products, but will also be introduced into niche-type small-size products. It will enter a new development in 2018.
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