In the domestic market, Skyworth announced the mass production of 4-color 4K OLED TVs, benefiting from the upstream capacity increase of suppliers, bringing OLED TVs to the market at a very high cost performance, and squeezing LCD TVs in the high-end market. And a few days ago, Skyworth executives shouted a 30,000-million gambling contract at a 4KOLED TV conference, and gambling competitors followed up with the production and sales of OLED TVs within three years. In the international market, LG is also expected to reduce the retail price of OLED TVs to about 20% to 30% higher than similar LCD TVs in 2016. In other words, in 2016, the price of OLED TVs may fall below 10,000 yuan, and Panasonic has also transformed its OLED TVs in the past two years.
Samsung is the overlord of LCD TVs and the biggest profiteer of LCD TVs. As the world’s largest color TV sales company, Samsung’s attitude is undoubtedly a decisive factor. One person in the household appliance industry pointed out that since most of the OLED large-size panels are currently controlled by LGD, and the two companies are competitors for many years, from a strategic point of view, Samsung does not show its attitude at this time, and has the view of maintaining the established LCD market. There are also avoidance of vocal support for OLEDs, allowing competitors to make too much profits, and their own follow-up to seize the market. In his view, Samsung is more aware of the importance of OLED as the next point of display technology than any other manufacturer. Samsung is not idle in materials, patents, and upstream supply chain. It has also played OLED patent and technology litigation for several times. Stations, OLED TVs are only a matter of time for Samsung, and Chinese manufacturers should also make plans and arrangements early.
Brian Daniels (Brian Daniel), senior vice president of the advanced technology division of High Performance Materials of Merck Group, stated that Samsung will not sit in for LG's capture of more market share in the OLED field. He also said that the cost of OLED materials will certainly decline, Samsung is unlikely to enter the OLED TV market next year, and we expect that by 2017, OLED TV panels will reach sufficient quantities.
The market war for OLEDs and LCDs has begun. Controversies continue to surface. Consumers' increasing attention to new products will objectively help manufacturers to further expand mass production momentum. They will also reduce the price of future new products and promote OLED TVs. Domestic development. However, currently only Skyworth, Konka, and Haier are leading the development of the OLED TV market in the domestic market. For Samsung TV makers who are still sticking to LCD TVs, if Samsung is as true to Merck Group executives, it will switch to OLEDs within two years. TV and TV brands may once again face a pattern evolution.
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