2017 color TV industry year-end inventory OLED into the brightest star in the night sky

When the calendar page turned over, the changing TV market in 2017 also settled the dust. Behind the fierce competition, we are also the time to summarize the changes in the color TV industry this year from the highly complex and ever-changing market.

In general, the TV industry in 2017 is still surging, with fierce competition in the industry, product innovation, competition for channel segmentation, and the continuous confrontation between traditional enterprises and emerging companies. Under the backdrop of sluggish industry, all parties in the industry chain are in trouble. In pursuit of breakthroughs and development, the voice of various transformations and transformations became the melody of the color TV owners in 2017, while OLED is like the most dazzling star in the night sky, indicating the direction for the changing color TV industry.

OLED wallpaper TV

The color TV market experienced the worst ROI in the third quarter

According to the 2017Q3 China Color TV Market Report released by AVC, from January to September this year, China's color TV market has been sinking, and the overall sales volume has dropped by 9.2% year-on-year. In particular, in the third quarter, the volume of color TV retail sales was only 10.41 million units, down 12.9% year-on-year. Even Ove Cloud Network used the “encounter” when describing the “worst third quarter” in the history of China’s color TVs. The word shows the anxiety of the industry as a whole. Although this situation has changed with the advent of National Day, Double 11 and Double 12 promotional nodes, and the growth has been achieved, industry changes have become imminent. Finding the next “breakthrough” has become the consensus of many TV manufacturers.

In fact, it is not difficult for people who are attentive to find that just as the overall color TV market in China has experienced a “roller coaster” development, OLED TVs have drawn a beautiful rising line. The same data from Ove Cloud.com shows that from January to October 2017, the retail sales volume of OLED TVs maintained rapid growth every month. There were 7 months in which the year-on-year growth rate exceeded 100%, and the year-on-year increase in October was even more significant. It reached 239%. In addition, only during the National Day Golden Week, the sales volume of OLED TVs increased by 145% compared with the same period of last year. Compared with the overall market downturn, OLED's contrarian growth has attracted much attention; Suning's data further shows that on November 3, the color TV super On the category day, the sales of OLED TVs grew by a staggering 50%. At the end of 2017, OLED continued to maintain a hot trend.

Everyone gathers firewood and high-level industrial chain to promote OLED mainstreaming

In fact, OLED has such a surprising performance for a long time. At the beginning of 2016, there were only 5 global OLED TV manufacturers; and by 2017, 13 TV manufacturers worldwide had already launched OLED TVs, and they still showed an ever-expanding trend. In the Chinese market alone, Skyworth, Konka, Changhong, LG Electronics, Sony and Philips have jointly launched OLED TVs for the six famous TV brands.

In addition, emerging high-end innovative products have also made OLED TVs stand out in the color TV market, leaving OLED camps with sufficient confidence. When the market is still in the "complaints and quarrels," the panel is only 2.57mm OLED wallpaper TV allows the clamorers to be speechless; when the quality is still plagued LCD TV manufacturers, OLED has been in a more excellent quality Based on the development of the screen spontaneously. It can be said that OLED is well-deserved as the breakthrough point of the display industry.

It is also to see the advantages and broad future of OLED, and all parties in the industry chain have also begun to pursue in-depth cooperation with the OLED camp. In Suning, Gome and other home appliance stores, OLED TV has already begun to occupy the best display position. On average, once a month of home appliance sales, major channel providers have also reserved sufficient room for OLED TV products. According to relevant person in charge of appliance stores, OLED TVs have created tremendous value for all parties in the industry chain, and are also more in line with the requirements displayed in the future. They are television products with a high degree of consumer attention and are therefore more favored by channel providers.

It is through the joint promotion of manufacturers, channel distributors, upstream panel makers, and industry associations and other industry players that OLED finally ushered in full mainstreaming in 2017.

The OLED is being continuously improved

Of course, OLED technology has become more mature while maintaining strong momentum and high attention. Following a special evaluation of OLED TVs in 2015, DisplayMate, a professional display media operated by the US Display Expert Group, once again conducted a comprehensive horizontal and vertical comparison of the latest OLED TVs. The results show that whether it is compared to last year's OLED TV, or compared with the latest LCD TVs, OLED TV products equipped with the latest technology are more excellent. In the editorial, DisplayMate wrote that “the latest LG OLED TV in 2017 is almost perfect in terms of picture quality”, which has broken a number of television display performance records. Among the TVs that have been tested, the new LG OLED TV has kept the highest Color accuracy, brightness accuracy, contrast, and perfect black.” In addition, the DisplayMate website specifically mentions the comparison of the viewing angles, response speeds, and reflectivity of the new OLED TVs, which is also amazing. To be sure, mature OLEDs are constantly improving themselves and accelerating their adoption.

DisplayMate Comparison Test Charts for OLED and LCD TVs in 2017 and 2015

Experience OLED makes LCD camp difficult to expect

It is worth mentioning that OLED is able to maintain enough heat, and let the industry agree with its "next-generation display technology", there is a more important point - experience! In fact, in the past, most of the struggles between the color TV industry and the industry have remained verbally or on paper. Even the few "innovations" are optimized in terms of parameters. OLED broke this tradition and began to allow ordinary consumers to experience the charm of black technology.

Since June 2017, the OLED Innovation Technology Experience Center has entered the home appliance stores in major cities across the country. The venue showcases the latest OLED technology, as well as wallpaper TVs, screen spontaneous TVs, concave TVs, and double-sided wave screen TVs. Innovative products. Consumers can learn more about OLED technology while shopping and see the real vision of the future. Of course, after understanding the superiority of OLED, consumers are also more willing to purchase OLED TV products in the store, forming a virtuous circle.

In the Guangzhou Tower set "OLED new horizons", it is OLED "experiential promotion" to the extreme. In the "China's tallest tower", visitors from all over the world can enjoy the world's largest OLED tunnel and unique OLED wave dome. Hundreds of OLED panels make up the fantasy of the future. Tourists are among them, standing in the sky under the stars, and sometimes come to the depths of the ocean. The full display of OLED in Guangzhou Tower allows more consumers to experience and understand OLEDs and open up high-end experiences and communication windows.

The World's Largest OLED Tunnel in Guangzhou Tower's New Horizon of OLED

At this point, look back at the 2017 OLED: its own strong technology, experience in place, and help from various parties in the industry chain. It is not surprising that OLED has created a miracle of growth.

In addition, according to Ovid Cloud Network big data display, it is estimated that OLED TV shipments worldwide will reach 1.7 million units in 2017, with an annual growth rate of 90%. IHS Markit even boldly predicted that global OLED TV revenue will grow by 71% in 2017, and shipments will increase from 723,000 units in 2016 to 6.6 million units in 2021. There is no doubt that such a scale will attract more manufacturers and investors to join the OLED camp.

It is not difficult to see that the door of the future vision has been opened by OLED, and the wave of OLED manufacturing will rapidly expand in the future, and the time for full-scale adoption of OLED will also become shorter and shorter.

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