Since its inception, OLEDs have been regarded as the next generation of display technology, but the uncertainty of technology paths and high prices have been the biggest obstacles to its popularity. According to analysts in the industry, OLED TVs have faced similar difficulties in plasma TVs of the year.
Recently, according to South Korean media reports, from January to March 2015, LG Electronics’ TV business unit may turn from profit to loss, and it is expected that the operating loss in the first quarter of this year will reach 24.6 billion won (about 140 million yuan).
It is understood that in the first quarter of 2014, the operating profit of the HE (home entertainment) business division of LG Television was 215.1 billion won, and the profit in the second quarter was 158 billion won. However, starting from the third quarter of last year, due to the intensification of competition in the global color TV market, the operating profit of LG's HE division decreased by 16% QoQ to 134.2 billion won. In the fourth quarter of last year, the operating profit of the HE division where the LG TV business was located suddenly dropped to only 1.7 billion won.
In this regard, the industry analysts said that the decline in LG TV profits and its main push OLED TV sales are bleak. LG Electronics is currently the only manufacturer of OLED TVs in the world. During the 2015 Lunar New Year holiday in China, the company sold less than 1200 full HD-class OLED TVs. According to the statistics of DisplaySearch, during the Spring Festival 2015, the sales volume of high-end color TV market in China was about 165,000 units. In other words, LG Electronics' OLED TVs have been listed in the high-end TV market in China since 2013, and their proportion is only about 0.72%, which is almost negligible.
According to industry sources, LG originally planned to produce 742,000 OLED TV panels this year, but the target was subsequently revised down to 650,000, and it was further reduced to 500,000 at the beginning of the year, and now it has been reduced to less than 500,000. The reason is because of the poor sales of OLED TVs.
As one of the technologies that have the greatest potential to replace LCD (liquid crystal), OLED has been given too much expectation by the industry in recent years. However, large-size OLEDs have always circumvented the threshold of yield. The uncertainty of technology path and high price are the biggest obstacles to its popularity.
It is understood that OLED technology can be divided into many types based on materials, backplanes, dimensions, and applications. From the material point of view, there are mainly RGB technology adopted by Samsung and white light technology pushed by LG. Although RGB technology has obvious advantages, white light technology is easier to achieve large size compared to other technologies. It is precisely because the bottleneck of large-size technology has always been difficult to break through, leading Samsung had to give up OLED before.
Technically speaking, OLEDs have the advantage of ultra-high contrast, ultra-wide viewing angle, curved surfaces, and ultra-thin characteristics, but these features are very similar to the popular 4K LCD TVs currently on the market.
Current OLED TVs face an extremely embarrassing situation, that is, even in the color performance that they are best at, the gap between LCD and OLED is greatly reduced. On the one hand, LCD TVs work by imaging light sources inside the screen, so LCD TVs usually have higher brightness than OLEDs. At the same time, LCD display technology has been greatly improved by the contrast and dynamic picture processing capabilities that have been criticized by the outside world. On the other hand, the rich color imaging advantages possessed by OLED TVs may no longer exist. Because a technology called "quantum-dot films" can use the LCD display panel backlight and color filters to display a delicate picture close to the OLED.
In fact, the bigger threat is still behind. With the maturation and development of laser televisions, holographic projections and virtual reality devices, the development space and time for high-priced OLED TVs are few.
People in the industry believe that with the improvement of LCD TV technology and the maturity of QD TV's market, OLED TVs that were once favored have never made a qualitative breakthrough in cost control and technology research and development. At present, OLED TVs are facing similar difficulties in plasma TVs of the past. .
At the beginning of the development of plasma TVs, Panasonic, Samsung, LG, Hitachi, and Pioneer and other manufacturers firmly controlled the technological advantages and upstream plasma panel manufacturing resources, and in order to obtain higher profits, they did not open up the entire industry chain to other manufacturers. This directly led to the defeat of the plasma camp.
In the field of OLED display technology, Sony, Samsung, LG, and Panasonic competed with each other, but in the face of the outbreak of 4k TV and the temptation of low-cost QD TVs, Sony, Samsung, and Panasonic chose risk reduction strategies, including Sony and Samsung confirmed that it will develop quantum dot QLED technology. Only LG will support OLED TVs.
On the one hand, it is difficult to open up the sales situation in the high-end TV market. On the other hand, the responders of color TV manufacturers in the supply chain are unaware that the current situation of OLED TVs is similar to that of plasma TVs in the past.
Recently, according to South Korean media reports, from January to March 2015, LG Electronics’ TV business unit may turn from profit to loss, and it is expected that the operating loss in the first quarter of this year will reach 24.6 billion won (about 140 million yuan).
It is understood that in the first quarter of 2014, the operating profit of the HE (home entertainment) business division of LG Television was 215.1 billion won, and the profit in the second quarter was 158 billion won. However, starting from the third quarter of last year, due to the intensification of competition in the global color TV market, the operating profit of LG's HE division decreased by 16% QoQ to 134.2 billion won. In the fourth quarter of last year, the operating profit of the HE division where the LG TV business was located suddenly dropped to only 1.7 billion won.
In this regard, the industry analysts said that the decline in LG TV profits and its main push OLED TV sales are bleak. LG Electronics is currently the only manufacturer of OLED TVs in the world. During the 2015 Lunar New Year holiday in China, the company sold less than 1200 full HD-class OLED TVs. According to the statistics of DisplaySearch, during the Spring Festival 2015, the sales volume of high-end color TV market in China was about 165,000 units. In other words, LG Electronics' OLED TVs have been listed in the high-end TV market in China since 2013, and their proportion is only about 0.72%, which is almost negligible.
According to industry sources, LG originally planned to produce 742,000 OLED TV panels this year, but the target was subsequently revised down to 650,000, and it was further reduced to 500,000 at the beginning of the year, and now it has been reduced to less than 500,000. The reason is because of the poor sales of OLED TVs.
As one of the technologies that have the greatest potential to replace LCD (liquid crystal), OLED has been given too much expectation by the industry in recent years. However, large-size OLEDs have always circumvented the threshold of yield. The uncertainty of technology path and high price are the biggest obstacles to its popularity.
It is understood that OLED technology can be divided into many types based on materials, backplanes, dimensions, and applications. From the material point of view, there are mainly RGB technology adopted by Samsung and white light technology pushed by LG. Although RGB technology has obvious advantages, white light technology is easier to achieve large size compared to other technologies. It is precisely because the bottleneck of large-size technology has always been difficult to break through, leading Samsung had to give up OLED before.
Technically speaking, OLEDs have the advantage of ultra-high contrast, ultra-wide viewing angle, curved surfaces, and ultra-thin characteristics, but these features are very similar to the popular 4K LCD TVs currently on the market.
Current OLED TVs face an extremely embarrassing situation, that is, even in the color performance that they are best at, the gap between LCD and OLED is greatly reduced. On the one hand, LCD TVs work by imaging light sources inside the screen, so LCD TVs usually have higher brightness than OLEDs. At the same time, LCD display technology has been greatly improved by the contrast and dynamic picture processing capabilities that have been criticized by the outside world. On the other hand, the rich color imaging advantages possessed by OLED TVs may no longer exist. Because a technology called "quantum-dot films" can use the LCD display panel backlight and color filters to display a delicate picture close to the OLED.
In fact, the bigger threat is still behind. With the maturation and development of laser televisions, holographic projections and virtual reality devices, the development space and time for high-priced OLED TVs are few.
People in the industry believe that with the improvement of LCD TV technology and the maturity of QD TV's market, OLED TVs that were once favored have never made a qualitative breakthrough in cost control and technology research and development. At present, OLED TVs are facing similar difficulties in plasma TVs of the past. .
At the beginning of the development of plasma TVs, Panasonic, Samsung, LG, Hitachi, and Pioneer and other manufacturers firmly controlled the technological advantages and upstream plasma panel manufacturing resources, and in order to obtain higher profits, they did not open up the entire industry chain to other manufacturers. This directly led to the defeat of the plasma camp.
In the field of OLED display technology, Sony, Samsung, LG, and Panasonic competed with each other, but in the face of the outbreak of 4k TV and the temptation of low-cost QD TVs, Sony, Samsung, and Panasonic chose risk reduction strategies, including Sony and Samsung confirmed that it will develop quantum dot QLED technology. Only LG will support OLED TVs.
On the one hand, it is difficult to open up the sales situation in the high-end TV market. On the other hand, the responders of color TV manufacturers in the supply chain are unaware that the current situation of OLED TVs is similar to that of plasma TVs in the past.
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