The China Investment Advisor predicts that in 2017, the OLED market will show double growth; by 2018, the large-size OLED screen market with TV as the core will be fully launched; in the next 10 years, OLED products are expected to account for the total proportion of the entire display market. 30% to 40%. As a new driving force for the development of the television industry and a breakthrough point for the industry, OLED technology has become the black technology in the eyes of many consumers, and it is the mainstream mainstream display technology recognized by the industry. After many years of intensive cultivation, OLED TVs will finally usher in a big explosion in 2017. OLED TVs are moving from the early stage of accumulation to the rapid spread. Who will be the biggest winner in this process? "Killer" technology innovation In today's TV industry, OLED is replacing LED liquid crystals, opening up a new era of display technology, and new TV products using OLED panels have begun to enter the public view. As a “wind vane†for the development of the home appliance industry, AWE has always been an excellent place for domestic and foreign home appliance manufacturers to display the latest products. At this year's AWE site in Shanghai, a series of new OLED TV products at home and abroad will be assembled to interpret the breakthrough connotation of OLED TV innovation. LG's "Thin" interpretation with LG SIGNATURE OLED W7 wallpaper TV panel thickness of only 2.57mm, subverting people's perception of traditional TV; Konka AWE released a number of new OLED TVs and showcased double-sided OLED TVs , bet OLED intention is obvious. In fact, OLEDs rely on the advantages of high contrast, high and high color gamut, high response speed display, and unique manufacturing advantages such as ultra-thin and low consumption. In recent years, OLEDs have been favored by major TV manufacturers, and OLED TVs have become current consumption. The best choice for pursuing high quality television. In the field of innovative breakthroughs in OLED TVs, Philips, a veteran traditional TV maker, performed quite well. In August last year, the Philips 9 Series Ambilight OLED TV came out with innovative technologies such as OLED display technology, Ambilight technology, 4K HDR technology, stereo surround sound technology, as well as the noble appearance of R5000 gold curvature and metal luxury machine backs. Composed of "excellent hardware combinations", brilliant surprise four. In particular, it is necessary to emphasize the "killer" of the unique color processing technology of Philips OLED TVs - Ambilight technology, which provides TV walls of different colors according to specific TV scenarios and can create a large screen for viewers. Broad vision, providing interesting and lively visual experience, more innovative examples of the entire OLED TV industry. Upstream and downstream industry chain participation OLED TVs have always been regarded as the next-generation TVs behind LCD TVs. However, OLED TVs have not been able to achieve large-scale supply for a long time because of restrictions on manufacturing costs, material costs, and investment costs. In addition, OLED panels require extremely high technological requirements in the production process, and the problem of low yield ratios is difficult to solve, which makes the promotion and popularization of OLED TVs meet with cruel challenges. However, it now appears that this issue seems to be "from big to small." Late last year, LCD panel related sources said that the current 55-inch full HD OLED TV panel yield has exceeded 80%, and 4K ultra-high-definition OLED panel also has reached 80% yield, this figure is close to LCD panel products The rate is almost the same, the panel output increased significantly. At the same time, China's BOE, China Star Optoelectronics and other Chinese LCD panel makers have successively switched to the OLED panel industry, which not only increases the upstream supply of OLED panels, but also further accelerates the growth of the OLED TV market. With domestic BOE and China Star Optoelectronics gradually improving OLED production lines, more and more screen partner will join the OLED camp. However, it is worth mentioning that, in the production process, the OLED backplane has a higher degree of fineness, and the encapsulated organic light-emitting material is easily affected by the outside air and water. The organic material is not easy to control the qualification rate and manufacturing efficiency during the evaporation process. The cost of yield caused by the cost of production has led to higher costs, which is also the direction of technological improvements including BOE, China Star Optoelectronics and foreign panel makers. The maturity of the industry chain laid the foundation for the outbreak of OLEDs. Upstream panel makers are forming a concerted effort to promote OLEDs, which will greatly accelerate the popularity of OLED TVs. In addition, the continued deepening of downstream TV manufacturers in the OLED technology field has also driven the further growth of the entire OLED TV camp. Among them, Philips TV has successfully embarked on the first echelon of the TV industry by adopting OLED self-illumination technology, and its OLED panel technology has become more mature. Moreover, Philips TV is also a strong alliance with foreign upstream panel manufacturers to deeply realize the stability of the product supply chain. It is because of Philips TV's deep brand heritage that it has created a good relationship between the company and major panel makers all over the world, and has accelerated the continuous exploration of Philips in the OLED TV field. This is a virtuous cycle of development. From the perspective of the industry chain, more and more brands have joined the OLED camp to jointly promote the OLED TV explosion. The joint participation of OLED TV upstream and downstream industrial chains will accelerate the transformation of the color TV industry to high-end, and will also promote OLED TVs in China and even in the world. The price favors consumption It is understood that currently listed or upcoming OLED TV companies, including foreign Philips, LG, Metz, etc., as well as China's Skyworth, Changhong, Konka and other more than 10 companies, of which only five European companies last year joined Or soon to join, OLED TV camp gradually clear. Although global color TV companies have a special liking for OLED display technology, the price of OLED TVs that are frequently worth tens of thousands of yuan is still an insurmountable gap between companies and consumers. Fortunately, this gap is accelerating. It's not difficult to find a circle of home appliance stores. LCD TVs are much cheaper than OLED TVs. The market price of three or four thousand LCD TVs is in stark contrast to tens of millions of OLED TVs. However, OLED TVs are becoming cheaper and cheaper. It is understood that since the OLED TV was officially launched on the market, with the combined effects of continuous technological breakthroughs, improved panel yields, and scale expansion, the cost has continued to drop, and pricing has experienced tremendous changes in three years. Take LG's first 55-inch 4K OLED TV in 2013 as an example, its listing price is as high as 14,000 US dollars, but now its price has dropped to 14,000 yuan. After a simple exchange rate calculation, the actual drop in OLED TV is as high as seven Times, OLED TV prices gradually entered a major selling price. Compared with foreign brands such as LG, Sony, Philips, OLED TV sales price of the new market, Philips OLED TV is currently the most price-friendly. The LG OLED TV series 65-inch flagship model priced at 8,000 US dollars, about 55,000 yuan; Philips 65-inch OLED 4K surface smart TV Jingdong price is about 2.8 million, the two market price difference at a glance. According to AVC data, the total retail sales of Philips TV in 2016 was 2.574 million units, an increase of 128.1% year-on-year; retail sales amounted to 5.84 billion yuan, an increase of 119.5% year-on-year. Among them, the increase in the amount of foreign brands ranks first, the sales volume is even more firmly occupy the first foreign brands, dark horse power stunning industry. Not only that, the Philips 9-series Ambilight OLED TV has seen initial success in enhancing the value of the Philips TV brand. According to the relevant person in charge of Philips Television, the future OLED TV will be the focus of Philips models, continuation of high-end routes and boutique routes, to create a true Philips "three good TV." Nowadays, the middle class in China has rapidly emerged, and its consumption capacity has grown strongly. High-end and high-end television will have a great influence in the future TV market. The high-end TV categories represented by OLED TVs have been hot since the beginning of the year, and such a hot trend will continue. The market research agency IHS forecast data show that OLED TVs accounted for 50% of the high-end TV market in 3 years, and 2017 is bound to become an important turning point in the dramatic growth of the global OLED market. The maturing of technology, the full support of upstream panel makers, and consumer awareness of OLED TVs have provided an excellent opportunity for OLED TV market penetration. In a sense, the popularity of OLED TVs will be inevitable. As for the performance of comprehensive upstream panel cooperation, technological innovation and price advantages, Philips may become the biggest winner in the future OLED TV field. 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