Under the continuous efforts of many brands, the OLED market that has already formed a scale will be even more unstoppable.
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Source丨Intelligence Theory
Since the OLED enters the TV stage, the words “OLED has been lost”, “OLED will die” or “OLED has a maximum life of 5 years” and so on are filled with various media, and the opposite is the QLED concept. The popularity is “widely sought after.”
A battle between “OQ” continues in the TV market. In 2019, it has already passed more than half. Has OLED been lost? The answer is “not at all”, and this “fighting” that lasts for many years may be won in the past two years, and the final result will probably be OLED winning.
Creating a name, playing a concept, is the consumer demand in the market?
There may be many consumers who don’t understand the difference between LEDs.
First of all, LED TV should have been heard, then consumers will realize that after the Chinese name “LCD TV”, LED is actually LCD, which is a kind of LCD TV, which is different from traditional LCD TV. The main difference is the use of different backlights, resulting in many different performance.
In addition to LEDs, there are many other categories, such as ULED. ULED is a technology independently developed by Hisense. Compared with LED, it has been improved on the backlight, making the color and color gamut better than LED. But in essence, it belongs to LED products, but it is an optimization of LEDs.
After that, it is QLED, QLED is the main concept of Samsung and TCL. QLED is the combination product of LED and quantum dot technology. It is also called quantum dot TV. It displays color by dispersing the light of LED light-emitting diode on display. The role of the light film is similar, so in essence it has not been able to jump out of the scope of LED, more is just a conceptual propaganda.
The last is OLED. Different from the optimization or concept of ULED and QLED, OLED has deviated from the scope of traditional LED. It is known that LED TV is driven by the backlight array behind the pixel to drive the display, but OLED is A display made of a light-emitting organic light-emitting diode, which no longer needs any backlight, thus bringing two advantages to the OLED TV, one is more pure on the black display, not the gray-black when there is a backlight; Second, the product is made lighter and thinner due to the reduced backlight assembly.
After understanding the difference between them, it is not difficult to understand why other competing products need to rely on the concept of creating and playing gimmicks to win the market, because once the product is “open and honest”, the OLED The advantages are obvious.
If “practice is the only criterion for testing truth,” then “the market will also become a tester.”The only standard of the product.”
In recent years, the overall TV industry demand has been sluggish, and it has experienced a long period of slowdown or even a decline. According to the latest Aowei cloud network data, global TV brand shipments in the first half of 2019 were 98.16 million units, down year-on-year. 0.7%.
In sharp contrast, OLED TV sales are rising against the market, as also from the Ovi Cloud data show, the global market for OLEDs rose 21% in the first half of 2019. In the whole year of 2018, sales in the domestic TV market increased slightly by 0.5%, and OLED TVs increased by 47%.
At this stage, under the leadership of LGD, in conjunction with other brands and channels of the OLED camp, an event on OLED Big Bang has been launched in 16 cities across the country, which will make OLED products more popular and will help The OLED of the original situation is further.
The strong rise of the opposite OLED is on the one hand the market’s recognition of OLED technology; on the other hand, it shows that the market is no longer dominated by gimmicks and concepts, market awareness has become clearer, and driven by 5G and IoT Under the OLED, OLED will usher in a wider space by virtue of any location, arbitrary shape and borderlessness.
“OQ battle”, win and lose early
Speaking of OLED and QLED, there are two brands that have to be said, one is OLED leader LGD, and the other is QLED leader Samsung. The “OQ dispute” is mainly dominated by these two brands. The competition between the two factions has also begun to appear imbalanced from the earlier equal strength, and the advantages of OLED have begun to stand out in three aspects.
1. Is the OLED standing behind the QLED?
As the leader of the QLED camp, Samsung actually took the OLED route at the beginning. It did not turn to QLED until 2015. The main reason is that Samsung believes that the cost of OLED technology is too high and the market may not be acceptable.
It’s said that Samsung has abandoned OLED-independent technology, but because the price war in the TV industry was too fierce. In the early years, the price war in the TV market made the TV’s profit once compressed to about 1.5%, and the cost of QLED. Compared with OLEDs, Samsung is not willing to make great efforts to cultivate the market, and in order to maintain its immediate market share and reduce losses, it began to “down” to the price.
However, it is interesting that Samsung has turned to QLED in the field of TV screens, but it is still an advocate of OLEDs in its core business smartphones. Samsung believes that the life of OLED screens is just right for mobile phones, but not for large-screen TVs. Maybe Samsung can’t think of it for two years. OLED technology has made great progress, not only in terms of technology.The increase, the cost has also dropped sharply, coupled with the rise of the high-end TV market, consumer demand is growing, it must be said that Samsung’s abandonment of OLED may be a serious mistake.
2, vendor selection trend is obvious
For a long time, the dominant factor in the consumer market lies in the industry players, especially in the field of home appliances, because the vast majority of consumption can not really distinguish the quality of the various products, more information still needs to rely on the brand to Pass it.
In the choice of “OQ” by major brands, OLED has already led more than one position. QLED is initiated by Samsung, combined with TCL and Hisense, and the OLED camp only includes domestic brands such as Skyworth, Konka, Changhong, Hisense, Sony, LG and Philips, and has reached 16 brands internationally.
It is worth noting that in 2018, Hisense has left the QLED camp and joined OLED. As a member of the original “anti-OLED” camp, braving the ridicule of “the true fragrance law”, Hisense resolutely made such a Choice, implementation Because Hisense’s color TV business is facing bottlenecks, QLED relies on it has not brought any substantial competitive advantage to Hisense. At this time, OLED TV has risen rapidly, public acceptance is getting higher and higher, and the market level has formed a relatively strong demand. In the words of Hisense, it is “it should not be tempted to face any new technology, and it is not wise to continue to resist OLED.”
In fact, when Hisense joined the OLED camp, the “OQ” was divided. Brands are not stupid, if OLED products are really expensive and poor, there is no reason to have so many clusters.
3. Overseas markets have become templates
OLED has already become the mainstream in overseas markets, especially in the relatively developed regions of Europe, America and Japan. According to IHS data, the penetration rate of OLED TVs in Japan has reached nearly 60%, and the penetration rate in North America has reached 42%. The market is 45%, that is, nearly half of the global high-end color TV market is OLED TV. In contrast, only 17% of the domestic market.
The domestic penetration rate has several reasons. First, various concepts are flooding the market. Consumers cannot grasp accurate and effective information. Secondly, China is a big producer of LCD panels. A large number of LCD panels have led to large internal The price of LCD TVs is very low; in the end, domestic consumers are still not fully aware of OLEDs.
But these problems have been gradually solved. For example, as more brands join the OLED camp, market awareness will become clearer, and these brands have begun to emulate the European and American markets and gradually phase out LCD products; With the improvement of technology maturity, OLED prices will be more intimate and market penetration will be higher and higher; LGD’s OLED panel factory in Guangzhou will be completed on August 29th.At that time, there will also be large-scale production lines of large-scale OLED panels in China to compensate for the supply of OLED panels.
So, the “OQ battle”, whether in the market or in the technical differences will be larger and larger, OLED may be unstoppable.
Under the “overrun effect”, is QLED unwilling?
From the current point of view, this “OQ” dispute will find that because the technology is not dominant, the most way for QLED to “squeeze” OLEDs is to discredit, but this way is actually “Breaking people is not self-interested”, and it has not brought about a market explosion of QLED.
On the contrary, in the long-term role, the market has begun to appear “over-limit effect”, “over-limit effect” refers to excessive stimulation, too strong or too long acting time, causing psychological impatience or reversal Psychological phenomenon. Put into the color TV industry, QLED camp for the frequent attacks of OLED, the market may believe once or twice, but after high frequency, long time, the market will have adverse effects.
Consumer psychology is so interesting. When you hear a “new thing” for a long time, even the bad side will arouse strong curiosity and see if it is really bad.
The so-called no more than do not know, in the black field, viewing angle, response time, color display, visual health and even design, OLED TV has more than QLED products, the end result is that QLED picks up the stone and licks its own feet. Not long ago, there was a striking case. The US government strongly suppressed Huawei and made people in other parts of the world familiar with a smartphone brand called Huawei. Its products are so excellent, equivalent to the US government. Huawei has a wave of free publicity.
Another reflection is reflected in the channel. Jingdong has teamed up with LGD (LG dispaly) to jointly create the “OLED TV Alliance”; in April this year, Suning TV also announced the joint brand to create “OLED three super plan”, many channels The influx of merchants also reflects the enthusiasm of the OLED market, and the outside world no longer believes in the rhetoric of the “anti-OLED” alliance.
The consumer market, OLED is also well-recognized. In the first half of the year, the most credible “Consumer Report” in the United States gave an authoritative evaluation of Samsung Electronics’ “Q900” 8K TV sold in the United States. The 8K TV sold in the United States is not as good as the 4K OLED TV. Compared with the self-illuminating OLED TV, the Samsung QLED 8K TV is difficult to display vivid colors.
European consumer agencies have also made similar evaluations. The British T3 gave LG’s OLED TV and Samsung 8K QLED TV 5 points and 4 points respectively.
It can be seen that the pursuit of high resolution is actually of little significance. After all, the resolution of the user needs the corresponding video.Signals, and work in areas where color, vision, and other consumers can intuitively feel is the last word.
Summary
In the current market, it can be said that the “OQ dispute” has come to an end, although the two sides are still vigorously promoting the “home system” products, but from the brand to the channel to the consumer, the balance they choose has been greatly Tilt, and it is foreseeable that under the continued efforts of many brands, the OLED market that has already formed a scale will be even more unstoppable.
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