This year, 8K LCD TVs will be promoted. How to deal with OLED TVs with 4K display as the main force? On May 24, LG Display (hereinafter referred to as LGD) Vice President and TV Business Director Wu Zhanghao said in an interview with the First Financial News that LGD will also launch 8K OLED TV panels this year. Some customers will launch 88 inches worldwide this year. 8K OLED TV.
Wu Zhanghao also believes that because 8K content is still relatively lacking, it is expected that 8K TV will have a certain scale after 2020. 8K is the direction of TV picture quality improvement, but changing the market structure can not rely solely on clarity. With blacker purer, wider viewing angles and less harmful blue light, even in the 8K era, OLED TVs are competitive.
In the third quarter of this year, LGD Guangzhou 8.5 generation OLED panel production line will be put into production, which will alleviate the tight supply of OLED TV panels. LGD TV business unit global promotion executive high-regulation is expected that China's domestic OLED TV sales will reach 300,000 to 400,000 units this year, China's OLED TV sales will reach more than 1 million units next year, more than double the year-on-year.
OLED TVs will exceed 10% in the next 5 years
OLEDs are considered the next generation of display technology. In 2018, the global high-end TV market of more than 2,000 US dollars, the proportion of OLED TVs accounted for 36%; in the first quarter of 2019, the proportion of OLED TVs in the global high-end TV market further increased to 44%. However, compared with the performance of the North American and Japanese markets, the sales of OLED TVs in the Chinese market were lower than expected.
Therefore, at the time when the Guangzhou OLED factory is about to be mass-produced, LGD will increase the promotion of OLED TV in the Chinese market this year. Recently, it will hold events in 16 cities in South China, East China, Central China and North China. In April and May, they also jointly promoted OLED TV with Suning and Jingdong. At the same time, in Beijing, Shanghai and other places to set up an experience hall for OLED TV.
In order to break the "bottleneck" of OLED TV panel supply, Guangzhou OLED factory is expected to start production in the third quarter of this year. This will be LGD's first overseas OLED panel factory outside of Korea and the first large-size OLED panel production plant in mainland China.
After the Guangzhou OLED factory was put into production in the third quarter of this year, the initial monthly production capacity was 60,000 substrates (note: one substrate can cut six 55-inch TV panels) for global market supply. By the end of this year, the Guangzhou plant and the Korean plant, LGD's monthly OLED TV panel production capacity will reach 130,000 substrates.
At the same time, LGD's production base in Paju, South Korea, is still preparing to build a 10.5-generation OLED panel production plant. Wu Zhanghao revealed that in 2018, the global sales of OLED TV panels was 2.8 million; in 2019, the global sales target of OLED TV panels was 4 million, which will increase to 7 million in 2020 and further increase to 10 million by 2021. sheet.
According to the statistics of market research organization IHS, there are currently 15 TV manufacturers in the world joining the OLED TV camp (in the Chinese market including Skyworth, Hisense, Konka, Changhong, Sony, LG, Philips, 7 TV manufacturers joined the OLED TV camp), the future is expected In the five-year global TV market, OLED TV sales will account for more than 10%.
Welcome Chinese panel factory to join the OLED camp
Due to the prospect of OLEDs, Chinese panel makers such as BOE and CSOT are investing in OLED panel production lines, gradually expanding the supply of small and medium-sized OLED panels (mainly used in smart phones), while pre-empting the 10.5 generation line. Retain large-size OLED TV panel production capacity. Unlike LGD's evaporation process, BOE and Huaxing Optoelectronics hope to create differentiated competitiveness on large-size OLED TV panels by using inkjet printing technology.
In this regard, Wu Zhanghao said that in the past six years, LGD is the only large-size OLED TV panel supplier in the world. "We also feel that it is difficult." Welcome Chinese panel makers such as BOE and Huaxing Optoelectronics to join the OLED camp. The global LCD TV market is slowing down. If more companies join, it will play a role in promoting the development of the OLED industry.
He also said that because of the high technical threshold of OLED, LGD has rich experience in mass production, and even if other manufacturers join, LGD still has confidence in maintaining competitive advantage.
Wu Zhanghao said frankly that in the production of OLED TV panels, printing technology is a development direction compared to the evaporation process. LGD is also developing printed OLED technology, and believes that it is also the industry leader in printing technology. As for when the printed OLED technology was developed, there is no clear timetable. From the point of view of mass production and cost, the current printing technology is no better than the evaporation process.
In fact, BOE, Huaxing Optoelectronics, etc. have also increased their promotion on the 8K LCD TV panel this year. Since liquid crystal enters the 8K panel mass production stage earlier than OLED, OLED TV must make more killings in the competition, including the characteristics of curling.
OLED TV also has many innovative initiatives this year while highlighting the advantages of purer black, wider viewing angle and less harmful blue light. Wu Zhanghao revealed that wallpaper OLED TV, sound and picture combined OLED TV, a number of Chinese color TV companies have launched. This year, there will be customers in the global market, the introduction of 88-inch 8K OLED TV, rollable OLED TV, transparent OLED TV and other new products.
In addition to consolidating the market share of ultra-high-end TVs, I hope that there will be more in the general high-end TV market. Wu Zhanghao revealed that the mainstream size of OLED TVs this year is 55, 65, 77, 88 inches, and there will be 48-inch OLED TVs next year.
Although the output of OLED TV panels is increasing, Gao Rongrong said that LGD will not lower the price of OLEDs and grab market share with LCD (liquid crystal). Because the global TV market of more than 2,000 US dollars sold 8 million units a year, and the TV market of more than 1,000 US dollars sold 18 million units a year, the high-end TV market can already digest the production capacity of OLED panels. In addition, there are many innovative applications for OLED panels in the field of automotive displays, so OLED panels will not lower prices for the time being, and are even more reluctant to fall out of the Red Sea, where LCDs compete at low prices.