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However, the high price level has been an obstacle to further popularizing the OLED TV market. For example, the average price of 55-inch OLED TVs currently being sold is about 15,000 yuan. This price is twice as high as the average price of high-end LCD TVs of the same size, which naturally makes a lot of consumers discourage.
Since last year, as the Samsung closed its 7th generation LCD panel production line, the Panasonic discontinued LCD TV panel business and the LGD LCD panel production line to OLED panels, the global LCD TV panel market has continued to exhibit tight supply and demand conditions, and will not see any relief in the short term. The possibility. This has also led to a year-on-year increase in the average price of LCD TV panel supply by more than 50%, resulting in a significant increase in the price of LCD TVs.
The author was informed that in March 2017, under the strong driving force of Skyworth, China's OLED TV market will usher in a wave of price cuts. Under the environment of increasing prices of LCD TVs in large areas, the price reduction of OLED TVs is naturally conducive to establishing itself. The competitive advantage.
In the initial stage of development of the OLED industry, the industry was concerned about the progress and quality of OLED TV panel development. However, after the improvement of technology, the afterimage of OLED TVs has been resolved. In terms of product lifetime, OLED TVs have not had any problems for more than 10 years.
In terms of yield, although OLED TV panels are more difficult to produce than LCD panels, they have now reached the desired yield. In November 2016, LGD officials said that the manufacturing yield of the 55-inch 1080P Full HD OLED TV panel has exceeded 85%, and the yield of the 4K Ultra HD OLED TV panel also reached 80%. This means that the yield of OLED panels is almost the same as that of LCD panels, which will further reduce the production cost of OLED TV panels, completely eliminate the industry's concerns about yield, and allow more manufacturers to believe in OLED TV products.
In the face of a significant increase in the supply price of LCD panels, TV manufacturers in the high-end market switched to the OLED TV camp, which seems to be the only way out.
At the "2016 China OLED Display Industry Summit" held in Hangzhou on December 14, 2016, Liu Weizhi, Vice President of Skyworth Group and President of Shenzhen Skyworth-RGB Electronics Co., Ltd., is the next leader in the OLED Display Industry Alliance. In the OLED keynote speech, Skyworth expects that the 51st OLED TV market in 2017 will have the first flash point, which will increase sales of OLED TVs by 50% compared with 2016; it will be the National Day in 2017 and it will truly A spout began. At this flash point, OLED TV sales are expected to increase by nearly 10 times from 2016 National Day. This is Skyworth’s simple judgment on the Chinese market.
As the upstream OLED panel technology continues to mature and its production capacity steadily grows, the cost of OLED TVs is rapidly reduced. At present, the sales growth rate of the OLED TV market does not reach the “5-10 times†that Liu Zhizhi said. Therefore, it is imperative for OLED TVs to highlight cost-effective advantages through price cuts, thereby attracting more consumers to purchase. .
Recently, Skyworth Liu Zhichi clearly stated in an exclusive interview with the media that Skyworth will significantly reduce the price of OLED TVs in March 2017 and will strongly impact the high-end TV market at a very competitive price.
The author estimates that Skyworth OLED TV will take the lead in launching a major price reduction initiative. LG, Sony, Changhong, Konka, Philips and other OLED TV manufacturers will follow suit and set off a nationwide price reduction. For distributors and consumers, the price hike of OLED TVs is naturally a good thing. It will also mean that after the market introduction period of the first two years, the OLED TV market will really enter the popularity period in 2017.
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