With LGD’s China market strategy and the formal production of its Guangzhou OLED factory, Apple has launched OLED screen iPhones, including LG, Sony, Skyworth, Philips, and Changhong, Konka, Hisense, etc., have joined in succession. About 15 mainstream color TV companies around the world have set foot in OLED. , Consumers’ confidence in OLED TVs was ignited again. Integrating factors such as the industrial chain, technological maturity, and market awareness, the full-scale explosion of OLED TVs is already on the line.
According to statistics from the global market research company IHS, in the high-end market above $2,000 in the second quarter of this year, the penetration rate of OLED TVs in Japan has reached 59%, 44% in North America, and 45% in Europe, that is, global high-end color TVs. Nearly half of the market is OLED TVs. IHS predicts that by 2019, OLED will account for nearly 70% of the global high-end market.
According to KouBei Home Appliances, although the penetration rate of OLED in the Chinese market is far slower than that of Europe, America and Japan, the "difference in descent" image quality performance compared with traditional LCDs still makes consumers' acceptance of OLED far higher than expected. For this reason, LG, Sony, Skyworth and other brands have continued to increase their weight and have successively launched high-end OLED products. Recently, Philips TV announced that it owns Ambilight’s exclusive patents. It integrates 4K HDR Plus, equipped with P5 image quality enhancement engine and other cutting-edge technologies. It was officially launched on the Chinese market at the end of the month.
At this point, the products of the most important promoters of OLED TVs in the world have all landed, and the strong players' tricks, peak duels, and high-end battles will inevitably become the "highlights" of the domestic color TV industry.
Contest against the high-end market
Public data shows that the Chinese OLED TV market will explode from 170,000 units in 2018 to 3.55 million units in 2019. According to IHS forecasts, domestic OLED TVs will continue to maintain a high-speed growth of 115.5% in 2019, and China will also be the only market in the world where OLED TVs have a growth rate of more than 100%.
From the perspective of brand market performance, LG, Sony, and Skyworth, as the earliest promoters and popularizers of OLED, occupy the top 3 in the market. Among them, Skyworth's share is 46.0%, LG is 16%, Sony is 14.9%, and brands such as Philips, Changhong and Konka are closely following. However, this ranking is a different story in overseas markets.
LG has an eye-catching performance in the European and American markets, and its total sales volume ranks first in the world. Philips OLED's market performance in Europe is also far better than that in China. As one of the earliest foreign brands to promote OLED, since the release of the world's first Ambilight OLED TV in September 2016, the total sales volume has exceeded 100,000 units so far. It surpasses Sony and ranks second in the European market after LG. It is understood that the early launch of the 803 series OLED products in Europe attracted large-scale reports on the official website of IFA, Italian media, and British media. They were highly evaluated from a professional perspective and were rated by the European Audiovisual Association (EISA) "The most worth buying OLED TV."
In fact, the global color TV industry is in a period of technological transformation, and various markets inevitably face the time issue of cultivating new competitiveness. Faced with the constraints of the quantum dot camp, the large-scale popularization of OLED is also a long-term and enduring process. During this period, all players participating in new games must continue to exert their efforts in strategic determination, operational capabilities, and system support, without neglecting them. In the short-term, the differences in the rankings of the various markets require more attention to where you will be in the global color TV industry in the future.
The high added value of OLED TVs has boosted the operating profits of global color TV companies to increase significantly. Sony's return to OLED in 2017 was a great success, and its high-end and high-quality products have regained the trust of users and become the world's top selling brand for OLED TVs over US$2,500. Skyworth insists on focusing on hardware, and is the only Chinese brand to break into the top three OLED TVs and have the largest sales volume. LG is the world's only OLED TV panel supplier and has an inherent advantage. Europe is a brand highland, leading the world in terms of humanistic concepts, product experience and brand pursuits. This makes Philips 803 series OLED TVs adopt European aesthetic design, unique Ambilight technology and immersive audio and video technology, which can fully meet domestic consumption The readers have higher requirements for appearance design, European artistic sense and fashion technology.
Market analysts believe that, in accordance with Philips' brand position strategy that is higher than that of domestic products and lower than that of Japan and South Korea, the new Philips 803 series OLED products will make up for the market's shortcomings in the high-end, quasi-high-end price end products. This is the only OLED blockbuster product in the industry with European original technology and Royal Philips pedigree, which is worth looking forward to for both users and the industry.
In fact, whether it is Sony, LG or Skyworth, the number of heavy consumers is still limited. In other words, although OLED TV faces cross-category competition, there is no inevitable "complementarity" with the past LED business of color TV companies. Competing brands make their own efforts to compete with each other on image quality. Regardless of the size of the brand, only the speed is divided, and the success is not only the growth. Regardless of whether the competition is open or secret, the essence of winning the reputation of the market and users is the high demand for product and user quality. Matching helps the harmonious development of the corporate OLED ecosystem with resonance at the same frequency.
The odds of winning when changing lanes and running fast
The Chinese economy is changing from an investment-driven growth model to a consumption and innovative growth model. As the situation of the color TV industry continues to be severe and overall sales are declining year-on-year, using OLED to transform to a technology-driven model and reshape the brand's high-end image is also in line with the current Chinese consumers' judgment of quality of life.
Grasping the bonus period of technological iteration means that the brand value can be maximized in a very short time. In the CRT era, Changhong and TCL were achieved, and Hisense in the LCD era became the first in China. In the next OLED era, victory or defeat is unpredictable. After all, in addition to panel technology, OLED TVs also need other technologies and capabilities to match.
Industry authoritative experts pointed out that, at present, most domestic color TV companies, including Skyworth, do not have the ability to independently supply OLED panels. As a fully assembled TV company, it is inevitable that they will fall into the upstream panel price increase again, and the downstream will be desperately fighting price wars. The risks and whirlpools of product homogenization competition go away.
In contrast, foreign brand products such as Sony and Philips cover the world, and their supply chain control and panel bargaining power are even better. If you consider the strategic value brought by commercial and other screen products, you will be more proactive in the OLED industry competition. In fact, as a representative of a veteran European technology company, Philips is the only company that covers a full range of screen display products, from 5-inch small screens to 144-inch giant screens. It has a user foundation in various product application scenarios such as life, work, and entertainment. Solid, deeply loved by high-end groups in the European and American markets.
Second, from the perspective of consumer demand, technological iteration is not a commercial gimmick for color TV companies. Products really increase the return of the brand, not from price or ultra-high-end positioning, but from the irreplaceable experience that it brings to users, so that the quality of life can be truly iteratively improved.
When it comes to Sony's OLED TV, its main push is "audio-picture integration" on-screen sound field technology and picture quality performance, which has attracted high-end users. Speaking of taking off Philips OLED, its unique Ambilight (Ambilight) is known as the top “killer†in color processing technology. With the blessing of P5 image quality enhancement engine technology, it creates a unique immersive experience. Unique in China.
The changes in the competition pattern of the color TV market in the future will mainly come from China. For local color TV companies, if they can’t truly achieve an innovative explosion during this critical period and create a unique brand label to win user’s reputation, OLED will only be used to replace the old ones in the traditional era. The pattern has been replicated again, and it's just a little bit of trouble.
Finally, in the era of globalization of resource allocation, the gap between domestic color TV brands is more reflected in brand appeal. With the launch of the products of the industry's veteran players LG and Philips, the domestic OLED TV market has returned to the pattern of Chinese brands competing with Japanese, Korean, European and international brands. Providing high value-added products is a good way to gain the trust of users, and achieving high value-added products ultimately depends on brand power.
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