However, the established route of OLED TV development is likely to be “fought backâ€. On the one hand, the LCD TV that is too strong still has a very strong vitality, which is strong enough to affect the development of OLED TV; on the other hand, there are quite a lot of OLED industry itself. The problem needs to be solved, such as cost control, RGB three-color life length is not the same, etc., the tricky problem is only a lot more than expected.
So, in this context, when will the vast majority of consumers look forward to the OLED TV for many years to really enter the mainstream market? Samsung believes that OLED TV popularity is hopeless in the next 3 to 4 years, and regardless of Samsung’s point of view no. Next, the author through the four major international TV brands on the development layout of their respective OLED TV, the attitude of domestic TV brands on OLED TV and the status quo of the television industry, etc., the article strives to be concise, so that readers concerned about OLED TV as fast as possible Speed ​​to find the answer you want.
â— Chinese companies dominate the UHD TV industry, and international giants are forced to change their OLED development strategy
International brands such as Sony, LG, Samsung, and Panasonic are all developing OLED TV products, and they also pay enough attention to UHD TVs. For example, Sony is the world's first brand to launch UHD TV products. It is also the first to launch and market 55/65-inch mainstream size. UHD TV's international brand. The Korean-led LG and Samsung focused on OLEDs, so they launched the 55/65-inch mainstream UHD TV much later than Sony, and lost the opportunity to grab the UHD market.
In the OLED industry, LG and Samsung, headed by the Korean company, have been in a leading position. So far, only LG and Samsung have launched OLED TV products for the end consumer market. Japanese OLEDs are still in the research and development stage, while domestic technical conditions are limited. Can't fight against Korean and Japanese. However, this also determines the determination of Chinese companies to unswervingly follow the UHD route. From the upstream panel factories (including domestic and Taiwan) to domestic TV manufacturers, they will not spare the effort to promote the UHD TV industry.
LG and Samsung are the leaders in the OLED TV industry because they each have a world-renowned and powerful panel industry (LGDisplay and SamsungDisplay, respectively). Domestic TV brands rely more on LCD panels from panel manufacturers. Production of TV products, so in the control of OLED technology, it is clear that Korean brands are far stronger than domestic TV brands. However, in the field of LCD TVs, domestic TV brands have accumulated enough experience to go smoothly in production and manufacturing.
Therefore, we can see that when the market price of 55-inch UHD TVs of Sony, LG and Samsung is about 25,000 yuan, the 55-inch UHD TVs owned by domestic TV manufacturers are only about 8,000 yuan, and the 55-inch OLED TVs listed later. The price is as high as 60,000 yuan, and the market trend is easily led by domestic TV manufacturers. In fact, this is indeed the case. Therefore, the four major international TV brands that were confident in the OLED industry had to change the development strategy of OLED TV and change for the needs of the terminal market.
â— Samsung is very rational: UHD TV has higher priority than OLED TV
As the leading brand in the global TV market for the eighth consecutive year, Samsung’s attitude towards OLED TV is very important. If Samsung is willing to actively promote the OLED TV industry, the development of the OLED TV industry must be toward us. Go ahead. However, in the face of the crazy rise of the UHD TV industry, Samsung has chosen a more rational road, re-emphasizing the priority of UHD TV in the most important position, OLED TV as a flagship luxury to enhance the brand image.
There is no doubt that the strength of the Samsung TV field is very strong. At this stage, the focus is on ultra-high-definition UHD TVs, but the research and development of OLED technology will not stop. In fact, Samsung is the most researched OLED technology manufacturer. The mobile phone products all use OLED display technology (AMOLED technology rate belongs to the OLED technology category), therefore, once the conditions are mature, Samsung will occupy the OLED TV market at an alarming rate.
â— LG is stubborn: vowed to become the leader of OLED TV
Originally, Samsung and LG both planned to "walk on two legs". OLED and UHD developed simultaneously. With the rise of the UHD industry led by Chinese companies, Samsung began to focus more on UHD, so what about LG? LG will be an international brand worthy of long-term attention, because LG decided to go "no return" on the road of OLED TV development, and unswervingly designated OLED TV development as an important strategic goal.
At CES2013, Sony, LG, Panasonic and Panasonic all showcased OLED TV products. And one year later at CES2014, only LG showed a variety of OLED TV products, including the new 55-inch curved OLED TV, the world's largest 77-inch UHDOLED TV, the world's first deformable OLED TV, and a strong OLED TV lineup. Amazed. Of course, when LG promotes the OLED TV industry, it will not forget the importance of UHD LCD TVs.
â— Japanese brand: OLED alliance collapses, focusing on the UHD TV industry
The Korean LG and Samsung have different paths, so we have introduced them separately. In terms of Japanese brands, the road to choice is relatively close, and there is still a cooperative relationship before, and it would be more appropriate to put it together. Since mid-2012, Sony and Panasonic have established a partnership. The two companies will share OLED display technology and overcome OLED technology challenges together to reduce R&D costs and better compete against Korean brands.
In the process of double-issue cooperation, the funds invested are relatively limited, and it is expected that the mass production of OLED panels will be realized in 2013. The rush of OLED LCD panels is not enough to be durable, and the yield control has not improved. The good times are not long. This is not the result of the optimistic "newlyweds", and they expressed the idea of ​​"can’t go on with each other again." On December 25, 2013, the bridge returned to the road and the two sides officially dispersed. .
Sony and Panasonic announced that they will independently develop their own OLED panel technology and will not share it. Although the cooperation between the two parties has not continued, Sony believes that the cooperation with Panasonic has accumulated a lot of valuable experience, and will be successful in the development of the next generation of OLED panels. Speaking of Sony, we must pay tribute to the forward-looking vision of Sony UHD. At present, Sony is the No. 1 brand in UHD market share in Japan, the United States and many European developed countries, and the prospects are quite bright.
Panasonic will be strongly involved in UHD TV. The 2014 UHD TV interactive interface adopts a design similar to Microsoft Metro style. The overall look is simple and clean, and supports deep customization. From the UI aspect, it can reflect the smart TV. The "smart" attribute. Panasonic VIERALife+S CREE n series LED TVs can be connected to the cloud, allowing users to directly enjoy videos, photos and music content, and support sharing content data with smartphones. The overall experience feedback of Panasonic UHD TV is also quite good, and it seems that there will be good prospects.
â— Domestic TV brands also have OLED TV products
Every major international exhibition, international TV brands can always make a show of the limelight, but in recent years, domestic TV brands are no longer willing to be a supporting role, OLED TV products, top TV brands, domestic TV brands are also there, take a look.
Haier displayed its first OLED TV at the IFA2013 conference. This OLED TV is independently developed by Haier. For the OLED technology still in its early stage of development, Haier has proved its value with its technical strength, and also filled the domestic manufacturers. Launched a blank for OLED TVs. In terms of specifications, this OLED TV adopts a 55-inch design with a resolution of 1080p full HD. It is not difficult to find from the side of the fuselage. The thickness of this product is very thin, and the official data is 4cm, which is shocking.
â— Changhong 55-inch OLED TV has been quietly listed - 48888 yuan
On January 18th, 2014, Changhong officially released CHiQ TV at the Mianyang headquarters in Sichuan. UHD TV and curved TV combined with excellent intelligent experience quickly gathered a very high popularity. Now, Changhong CHiQ TV quietly launched the OLED TV version - the first curved OLED TV, model 55Q1A, this OLED TV has been placed on the counter, priced at 48,888 yuan. As a result, Changhong became the first domestic TV brand to officially operate OLED TV. Considering the future development of OLED, it has great historical significance.
â— The current situation of OLED TV
In summary, the UHD offensives led by domestic TV manufacturers and panel makers are extremely fierce, and they quickly occupy the UHD market share. The joint-venture TV brands that are caught off guard have to suspend or even abandon the OLED development strategy in the short term, and then return the goal to UHD TV. Fortunately, the stubborn LG has not stopped to continue to develop OLED TV next time. Considering the strong strength of LGDisplay panel factory, the development of OLED TV will continue to move forward.
For OLED TVs, there are currently three models in China, all of which are 55-inch 1080p full HD specifications, of which LG55EA9800-CA official price is 59999 yuan, Samsung KA55S9C official price is 54999 yuan, Changhong ChiQ55Q1A official price For 48888 yuan (the above is the domestic listing price order), the price can be said to be very expensive, from a rational point of view, the user is not recommended for purchase.
â— OLED TV has a bright future
In 2013, the successful listing of OLED TV brought us high expectations, but in 2014 OLED TV did not develop in the direction we hoped. For display technology madness, this is not very good news. However, OLED is recognized as the next generation of display technology. Whether it is Korean LG and Samsung, Japanese Sony and Panasonic will continue to research OLED technology, and even domestic brands will begin to focus on OLED, visible hardware manufacturers in the TV industry. Still looking forward to OLED technology.
To be sure, the main theme of the TV field in 2014 will be “surface UHDâ€. Compared with 2013, LCD TVs will also “wear the outer surface of curved curved display†in 2014, further diluting the advantages of flexible display of OLED technology. At this stage, the yield of large-size OLED TV panels is not high, resulting in high cost. In addition, OLED TVs still have many technical problems to overcome, so consumers need enough patience and tolerance to give TV manufacturers enough time to go. Improve OLED TV products.
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