The hottest OLED TV has become an irreversible tre

2022-08-17
  • Detail

OLED TV has become an irreversible trend. Why hasn't it defeated LCD

almost every year is the year of OLED explosion. It has been 11 years since Sony launched its first OLED TV in 2007. By 2017, when Sony returned to the OLED camp, everyone knew that OLED had become an irreversible trend

among traditional brand manufacturers today, except Samsung, Hisense and TCL, all other brands have launched OLED products. Nevertheless, the global shipments of OLED TV panels this year are not expected to exceed 2million units, and the penetration rate will not exceed 1%. OLED and LCD TV have such a wide market share, which makes people a little confused, because the voice of OLED far exceeds this value

does OLED need to beat LCD

it is unnecessary to throw out the answer first. The reason why OLED has not completely replaced LCD for so long is that both technologies are updating and iterating, and have their own optimal use scenarios

consumer demand is changing, and industry trends are also changing. Five years ago, there may not be much comparability between the two. One is proficient, the other is high-energy and low production; Five years later, on the track of compromise and growth, the situation is quite different. So it is necessary to "bring up the past" today

if we define the success of products as obtaining a large number of markets, we must understand the market demand for technology and the industrial alliance that adopts technology in addition to discussing the technology itself. Because in addition to taking advantage of the situation, it can also be "man-made"

liquid crystal has been born for many years. The liquid crystal display industry has a very mature and complete industrial chain. The more mature the technology is, the more perfect the industrial chain is, the higher the yield is and the easier the cost is to control. The price of 55 inch OLED TV has been reduced from 2W to 8K, but the price of 65 inch LCD TV has also been reduced from 1W to 4K. Everyone is desperately squeezing the value of the product, and the two are not comparable in terms of cost performance

high end LCD TV and high-end OLED TV are completely complementary, that is to say, their advantages and disadvantages are still very obvious under the current technical conditions. For example, high-end LCD TVs evolved into qled TVs. Qled not only undertakes almost all the supporting facilities in the LCD era, but also undertakes its characteristics of "high quality and low price". It has become the most successful improvement of LCD

from the perspective of "trend", OLED seems to be very strong; However, in terms of the overall market share of supply and demand, LCD TV still accounts for more than half of the market

is OLED technology really ahead of LCD technology

oled has changed the light-emitting mode, so it must be more advanced than LCD? In fact, at this stage, they are facing the pressure and constraints of technology and cost game. Under the fierce market competition, all seemingly beautiful things may be the product of compromise when they appear in front of you. So far. You should have a deep understanding that technology has been improving, but the sense of quality of products does not always increase, because the cost advantage determines the survival of products

the final form of qled should be active luminescence of quantum dot materials, and backlight is not required for application in display devices. However, the current form is to distribute the quantum dot film in front of the blue led to form a higher purity backlight, and bring more "pure" color performance through the liquid crystal molecules

the final form of OLED should be the active luminescence of OLED organic materials, producing RGB three primary colors to form colors. The current form adopts white OLED technology. OLED only acts as a self luminous backlight, which also needs the process of filtering

at present, high-end LCD technology is absolutely ahead of large screen OLED technology in terms of brightness, gray scale and color gamut. Because large screen OLEDs are WOLED, it is a compromise to control the service life and yield

dark details and color transition should be an unavoidable problem for both w-oled and RGB OLED. For OLED, which is a self luminous technology, its brightness adjustment is controlled by PWM or DC dimming method. It is 8bit, 256 levels, 10bit, 1024 levels. This difficulty is not ordinary. If the problem is solved well, it is the result of a mess of dead black details

of course, there are many OLEDs, which can't be caught up by LCD. For example, the absolute black position, the absolute dynamic performance, can show the purest color

what is the industrial layout of OLED and LCD

from the industrial side, the OLED panel industry chain is becoming more and more mature, accelerating the release of OLED production capacity. In terms of production line construction, South Korea and Chinese Mainland are investing in the construction of OLED panels one after another. LG display, BOE, csot, sharp and others have joined the OLED construction camp, with investment at the level of 100 billion. Besides Samsung, TCL and Hisense, all brands have launched OLED TVs

however, LCD TVs are available in every brand. It is rumored that Samsung is developing QD OLED technology combining qled and OLED and applying it to large screen TVs. Hisense and TCL also have relevant trends to prove that they are also very interested in OLED. As the market matures, I believe it will certainly join in

however, for Internet TVs that focus on cost performance, on the one hand, their brand positioning is difficult to sell OLED products at such a high price. On the other hand, they want to lower the price of OLED TVs, and LGD also intended to supply them to interrupt the balance of the market. Although many brands are involved in OLEDs, LGD still has the dominance of the whole large screen OLED panel

is there any hope for domestic OLEDs

although China has been vigorously laying out the production line of OLED panels, many LCD panel manufacturers have also transformed OLED. However, like the LCD industry chain, OLED panel industry chain is long, with many design parts and products, and diversified technical routes. And its upstream industrial chain, that is, raw materials (ITO glass, organic light-emitting materials, driving IC, etc.), has the right to speak in the hands of foreign manufacturers, which is almost blank in China

due to the higher technical threshold, the supply right of upstream raw materials such as glass substrate, polarizer, liquid crystal (mixed crystal), optical module is basically in the hands of overseas manufacturers, and there are few raw materials that can achieve mass production in China. Japanese manufacturers Tokki and ULVAC have absolute advantages in key equipment fields such as evaporation, while in terms of materials, enterprises from Japan, South Korea, Germany, the United States and other countries such as emerging, Merck, UDC, Dow all control their patents. In contrast, in China, although there are many investment hotspots on the upstream industrial chain, such as Wanrun shares of light-emitting materials and Zhongying electronics driven by IC, they have failed to form a certain scale and are more in the stage of exploring and crossing the river

of course, in the midstream OLED industry, that is, panel manufacturing, the current midstream o crisis has been eliminated, and the LED panel production capacity is basically in the hands of traditional LCD manufacturers such as Samsung, LG, sharp, JDI, etc. the investment intensity and growth rate of Chinese panel manufacturers are considerable. 3 With regard to the accuracy of force sensors, BOE, Shenzhen Tianma and flexible screen 3D curved glass lens technology have begun to lay out OLED production lines. It is expected that a certain capacity scale will be formed around this year, which is expected to achieve overtaking in the era of OLED

the downstream terminal competition of OLED technology is more intense. 3.4 castings should not have cracks, and the market growth rate is huge. There are mainly two parts. In terms of large screen TV, OLED TV, which is positioned at the high end, well caters to the consumption upgrading trend. With the withdrawal of Japanese household appliances and the increase of overseas influence of domestic household appliances such as TCL, Skyworth, Hisense, etc, It also depends on the investment of domestic TV manufacturers to stimulate the development of the supply side

summary: when OLED TVs desperately reduce prices, we ignore that LCD TVs are also developing towards large screens and high cost performance. Ordinary users can choose to spend 8K to buy a domestic 55 inch OLED TV, or choose a domestic 75 inch LCD TV. When two TVs are in front of them, ordinary users will buy 75 inch large-size LCD TVs in most cases, because the shock and enjoyment brought by large screen TVs are unmatched by colors, dynamics and black spots. At this stage, will LCD TVs be eliminated in the future like CRT or plasma? This is still left to the long river of history to answer

Copyright © 2011 JIN SHI