Display technology is the core of TV. Since the birth of TV, from CRT, plasma, liquid crystal to today's quantum dots, OLED, laser, mini / micro led and so on, display technology has ushered in another breakthrough, and has composed a wonderful development history of TV industry.
In terms of display technology, in recent years, self luminous OLED technology is the most popular technology. After years of development, OLED technology is more and more mature, and has been applied to various fields, especially in the field of color TV. The product image quality of OLED display technology is better, and it has become a new growth point of color TV market.
According to the data released by IHS Markit on February 20, the global OLED TV shipments reached 1.1 million in the fourth quarter of last year, and the OLED TV shipments remained at the level of 600000 per quarter in the first three quarters. The final statistics show that the annual shipments in 2019 reached 3 million.
IHS Markit forecasts that OLED panel shipments will grow by 50% to 4.5 million in 2020. It will reach 6.7 million by 2021, 9.35 million by 2022 and 11.5 million by 2023. Therefore, OLED TV is expected to account for more than 10% of the total TV market in 2023.
With the continuous downward trend of the color TV environment, OLED can still maintain high-speed growth for the following 4 reasons:
First, OLED is less affected by the overall environment. OLED is an innovative display technology. Although it has been cultivated in the field of mobile phones for many years, it is still in its infancy in the field of television. It is small in size, expensive in price, precise in market positioning and less affected by the overall environment. Therefore, OLED will be in a period of rapid growth for a long time in the future.
Second, positioning high-end quality. As far as OLED itself is concerned, it has the characteristics of high contrast, fast response and wide viewing angle, and its color performance is better than that of traditional LCD TV. In the past, LCD has been the mainstream of the market. With the improvement of consumption level and the advent of quality life, traditional LCD TV has been unable to meet people's demand for quality life. The emergence of OLED just meets the demand of consumers for high-end products.
Third, brand promotion. The popularization of any display technology cannot be separated from the promotion of the industry. At present, at least 16 TV brands in the world have launched OLED TV. Domestic top brands such as Hisense, Skyworth, Konka and Changhong have entered the Bureau. LG, Sony, Panasonic, etc. of Japan and South Korea, and Samsung, the "big brother" of color TV industry, have also turned into the embrace of qd-oled. The common promotion of brands is the source of OLED growth.
Fourth, the construction of industrial chain is constantly improved. LGD is the only supplier of large-scale OLED panels at present, and its capacity has been in short supply. In order to meet the growing panel demand, LGD has invested in the establishment of 8.5 generation OLED panel production line in Guangzhou, China. If the normal full production capacity of this line is 60000 pieces of glass substrates per month, the maximum capacity will reach 90000 pieces. The mass production of this production line will effectively alleviate the shortage of OLED supply, and will also promote the growth of OLED to a new level.
OLED has excellent organic self illumination technology and flexibility, which brings infinite possibilities for color reduction and application. The application in the TV industry is just the tip of the iceberg. I hope OLED can bring us more surprises.
In terms of display technology, in recent years, self luminous OLED technology is the most popular technology. After years of development, OLED technology is more and more mature, and has been applied to various fields, especially in the field of color TV. The product image quality of OLED display technology is better, and it has become a new growth point of color TV market.
According to the data released by IHS Markit on February 20, the global OLED TV shipments reached 1.1 million in the fourth quarter of last year, and the OLED TV shipments remained at the level of 600000 per quarter in the first three quarters. The final statistics show that the annual shipments in 2019 reached 3 million.
IHS Markit forecasts that OLED panel shipments will grow by 50% to 4.5 million in 2020. It will reach 6.7 million by 2021, 9.35 million by 2022 and 11.5 million by 2023. Therefore, OLED TV is expected to account for more than 10% of the total TV market in 2023.
With the continuous downward trend of the color TV environment, OLED can still maintain high-speed growth for the following 4 reasons:
First, OLED is less affected by the overall environment. OLED is an innovative display technology. Although it has been cultivated in the field of mobile phones for many years, it is still in its infancy in the field of television. It is small in size, expensive in price, precise in market positioning and less affected by the overall environment. Therefore, OLED will be in a period of rapid growth for a long time in the future.
Second, positioning high-end quality. As far as OLED itself is concerned, it has the characteristics of high contrast, fast response and wide viewing angle, and its color performance is better than that of traditional LCD TV. In the past, LCD has been the mainstream of the market. With the improvement of consumption level and the advent of quality life, traditional LCD TV has been unable to meet people's demand for quality life. The emergence of OLED just meets the demand of consumers for high-end products.
Third, brand promotion. The popularization of any display technology cannot be separated from the promotion of the industry. At present, at least 16 TV brands in the world have launched OLED TV. Domestic top brands such as Hisense, Skyworth, Konka and Changhong have entered the Bureau. LG, Sony, Panasonic, etc. of Japan and South Korea, and Samsung, the "big brother" of color TV industry, have also turned into the embrace of qd-oled. The common promotion of brands is the source of OLED growth.
Fourth, the construction of industrial chain is constantly improved. LGD is the only supplier of large-scale OLED panels at present, and its capacity has been in short supply. In order to meet the growing panel demand, LGD has invested in the establishment of 8.5 generation OLED panel production line in Guangzhou, China. If the normal full production capacity of this line is 60000 pieces of glass substrates per month, the maximum capacity will reach 90000 pieces. The mass production of this production line will effectively alleviate the shortage of OLED supply, and will also promote the growth of OLED to a new level.
OLED has excellent organic self illumination technology and flexibility, which brings infinite possibilities for color reduction and application. The application in the TV industry is just the tip of the iceberg. I hope OLED can bring us more surprises.
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