Although it is considered to be the next generation of core display panel technology after LCD, the future of OLED is becoming confusing.
On May 25, according to Japanese media, Japanese electronics giant Matsushita Electric Co., Ltd. has decided to withdraw its OLED business because the production cost is too high and it is difficult to make a profit. Matsushita plans to sell the business to Japan Display Corporation, and the two parties are expected to reach an agreement in June 2014.
This is another big company that announced the abandonment of the technology after South Korea’s Samsung and Japan’s Sony announced the suspension of the OLED business, the only exception being LG. As one of the first two Korean companies to launch OLED TV products in China, Samsung and LG are now moving towards a completely reversed strategic route: When Samsung did not mention OLEDs in the new product release, LG's panel company LG Display (LGD) Choose to promote it in China.
As for the aggressive layout of LG, some insiders said that this is also a gambling game that they intend to surpass the rival Samsung. However, in order to be the final winner, LG also needs to deal with multiple challenges such as technology and market.
Alliance strategy first
Since the announcement of OLED TV's listing strategy in China in April 2014, LG's promotion in the Chinese market has been accelerating. In addition to launching a full range of OLED products, it also reached a consensus with China's home appliance companies such as Skyworth and Changhong, and together with the latter to build China's OLED industry alliance, and work together to accelerate the popularization of OLED in the Chinese market.
Recently, LG Display's panel factory in Guangzhou, LGDisplay, was first opened to the outside world. According to Cui Dongyuan, president of LGD Global Promotion, LGD's first OLED TV panel production line has been put into production, with a monthly production capacity of 8,000 glass substrates. The second production line is still under construction. It is planned to be put into production in the second half of this year, with a monthly capacity of 26,000 glass substrates. . It is expected that by the end of this year, LGD will have an OLED TV panel capacity of 34,000 glass substrates per month. “Each OLED glass substrate can cut six 55-inch OLED TV screens.†This means that LGD can provide nearly 200,000 55-inch OLED TV panels per month if capacity is fully available.
According to the reporter's understanding, LG Display's self-developed OLED panel, in addition to most of the supply of LG, some products have also been used by domestic color TV manufacturers such as Skyworth, Konka, Changhong. The latter OLED TV panels are all from LG Display.
"This is an obvious signal. LG is trying to build a big China OLED TV market by establishing alliances with domestic color TV companies." A household appliance industry told reporters that after the "May 1" in 2014, Skyworth, Changhong and Konka OLED TV products have been listed one after another, the biggest beneficiary of which is panel manufacturer LG Display.
"Although the current price of OLED TVs is still very high, with the addition of more and more manufacturers, it is expected that the price will decline, and the market penetration will be higher." The above household appliance industry said.
The reason for the current high price of OLED TVs is the lower yield of OLED panels. As one of the important indicators to measure the maturity of the panel production line, the yield of OLED panels in the panel industry in 2013 is less than 20%, but according to Cui Dongyuan, the OLED panel production rate of LGDisplay has exceeded 60%.
Although the data was once questioned by the industry, LG's efforts to promote OLED TV in China have not been deterred.
Curved overtaking
In the eyes of the home appliance industry, LG's promotion of OLED TV products in the Chinese market stems from its fierce competition with another electronics giant, South Korea's Samsung.
As the undisputed leader in LCD technology, Samsung's performance in the field of television and smart phones has far surpassed LG in recent years. Taking color TV as an example, in 2012, Samsung Electronics sold more than 50 million TV sets worldwide, while LG sold only 30 million units, a difference of about 20 million units from the former. "In LG's view, if you can't catch the opportunity of OLED, you will have to succumb to Samsung for a long time in the future. The desire to become a company as great as Samsung will become far away." Liu Buchen, an expert in the home appliance industry, said.
As the earliest Korean company to launch OLED TV products in the Chinese market, Samsung is now choosing a completely different path from LG in the development strategy of OLED technology. In March 2014, Samsung announced that this year's new color TV products will focus on 4K and curved surfaces, suspending the development of OLED technology.
Followed by Japan's Sony and Panasonic. In mid-to-late May, Sony and Panasonic have been expelled to delay the mass production of OLED displays. The reasons for the suspension of OLED product development by the three companies can be attributed to the fact that the current production cost of OLED panels is too high and “hard to profitâ€.
As a new generation display technology after LCD, OLED has the characteristics of self-illumination, no backlight, thin thickness, wide viewing angle, etc., but it has low yield, high price, short life and other technologies. The short board, which is considered to be a key reason for the above-mentioned electronics giant to suspend the development of OLED technology.
"From Samsung's point of view, the reason for its suspension of OLED technology research and development may not be more than this." Liu Buchen believes that in Samsung's concept, OLED is a disruptive product, it is to subvert the LCD, and Samsung itself is just right Is the leader of LCD. "It is necessary to conducive to the establishment of its own image of OLED overlord, and can not damage the vested interests of its own LCD, Samsung is indeed a bit difficult to advance and retreat."
LG, which originally had no advantage in LCD technology, obviously has no burden in this area. Once it can be bundled with Chinese color TV manufacturers, LG can seize the opportunity in OLED technology and realize the overtaking of Samsung. .
However, in order to establish a dominant position in the new field, the challenges faced by LG are not small. "Although it seems that its yield has been significantly improved, OLED technology research and development is still a field of considerable money. Whether LG's huge investment can be exchanged for mature technology and sales is still unknown." The industry believes that although the competitors are reduced, LG's next market pressure will not decrease.
However, LG seems to have further countermeasures. In an interview with Cui Dongyuan, Cui Dongyuan introduced that with the improvement of LG Display's large-size OLED panel yield, OLED panels have already experienced some significant decline in price, and LG will continue to improve in the future. The yield rate is expected to start from the middle of next year, and the price will be significantly reduced.
On May 25, according to Japanese media, Japanese electronics giant Matsushita Electric Co., Ltd. has decided to withdraw its OLED business because the production cost is too high and it is difficult to make a profit. Matsushita plans to sell the business to Japan Display Corporation, and the two parties are expected to reach an agreement in June 2014.
This is another big company that announced the abandonment of the technology after South Korea’s Samsung and Japan’s Sony announced the suspension of the OLED business, the only exception being LG. As one of the first two Korean companies to launch OLED TV products in China, Samsung and LG are now moving towards a completely reversed strategic route: When Samsung did not mention OLEDs in the new product release, LG's panel company LG Display (LGD) Choose to promote it in China.
As for the aggressive layout of LG, some insiders said that this is also a gambling game that they intend to surpass the rival Samsung. However, in order to be the final winner, LG also needs to deal with multiple challenges such as technology and market.
Alliance strategy first
Since the announcement of OLED TV's listing strategy in China in April 2014, LG's promotion in the Chinese market has been accelerating. In addition to launching a full range of OLED products, it also reached a consensus with China's home appliance companies such as Skyworth and Changhong, and together with the latter to build China's OLED industry alliance, and work together to accelerate the popularization of OLED in the Chinese market.
Recently, LG Display's panel factory in Guangzhou, LGDisplay, was first opened to the outside world. According to Cui Dongyuan, president of LGD Global Promotion, LGD's first OLED TV panel production line has been put into production, with a monthly production capacity of 8,000 glass substrates. The second production line is still under construction. It is planned to be put into production in the second half of this year, with a monthly capacity of 26,000 glass substrates. . It is expected that by the end of this year, LGD will have an OLED TV panel capacity of 34,000 glass substrates per month. “Each OLED glass substrate can cut six 55-inch OLED TV screens.†This means that LGD can provide nearly 200,000 55-inch OLED TV panels per month if capacity is fully available.
According to the reporter's understanding, LG Display's self-developed OLED panel, in addition to most of the supply of LG, some products have also been used by domestic color TV manufacturers such as Skyworth, Konka, Changhong. The latter OLED TV panels are all from LG Display.
"This is an obvious signal. LG is trying to build a big China OLED TV market by establishing alliances with domestic color TV companies." A household appliance industry told reporters that after the "May 1" in 2014, Skyworth, Changhong and Konka OLED TV products have been listed one after another, the biggest beneficiary of which is panel manufacturer LG Display.
"Although the current price of OLED TVs is still very high, with the addition of more and more manufacturers, it is expected that the price will decline, and the market penetration will be higher." The above household appliance industry said.
The reason for the current high price of OLED TVs is the lower yield of OLED panels. As one of the important indicators to measure the maturity of the panel production line, the yield of OLED panels in the panel industry in 2013 is less than 20%, but according to Cui Dongyuan, the OLED panel production rate of LGDisplay has exceeded 60%.
Although the data was once questioned by the industry, LG's efforts to promote OLED TV in China have not been deterred.
Curved overtaking
In the eyes of the home appliance industry, LG's promotion of OLED TV products in the Chinese market stems from its fierce competition with another electronics giant, South Korea's Samsung.
As the undisputed leader in LCD technology, Samsung's performance in the field of television and smart phones has far surpassed LG in recent years. Taking color TV as an example, in 2012, Samsung Electronics sold more than 50 million TV sets worldwide, while LG sold only 30 million units, a difference of about 20 million units from the former. "In LG's view, if you can't catch the opportunity of OLED, you will have to succumb to Samsung for a long time in the future. The desire to become a company as great as Samsung will become far away." Liu Buchen, an expert in the home appliance industry, said.
As the earliest Korean company to launch OLED TV products in the Chinese market, Samsung is now choosing a completely different path from LG in the development strategy of OLED technology. In March 2014, Samsung announced that this year's new color TV products will focus on 4K and curved surfaces, suspending the development of OLED technology.
Followed by Japan's Sony and Panasonic. In mid-to-late May, Sony and Panasonic have been expelled to delay the mass production of OLED displays. The reasons for the suspension of OLED product development by the three companies can be attributed to the fact that the current production cost of OLED panels is too high and “hard to profitâ€.
As a new generation display technology after LCD, OLED has the characteristics of self-illumination, no backlight, thin thickness, wide viewing angle, etc., but it has low yield, high price, short life and other technologies. The short board, which is considered to be a key reason for the above-mentioned electronics giant to suspend the development of OLED technology.
"From Samsung's point of view, the reason for its suspension of OLED technology research and development may not be more than this." Liu Buchen believes that in Samsung's concept, OLED is a disruptive product, it is to subvert the LCD, and Samsung itself is just right Is the leader of LCD. "It is necessary to conducive to the establishment of its own image of OLED overlord, and can not damage the vested interests of its own LCD, Samsung is indeed a bit difficult to advance and retreat."
LG, which originally had no advantage in LCD technology, obviously has no burden in this area. Once it can be bundled with Chinese color TV manufacturers, LG can seize the opportunity in OLED technology and realize the overtaking of Samsung. .
However, in order to establish a dominant position in the new field, the challenges faced by LG are not small. "Although it seems that its yield has been significantly improved, OLED technology research and development is still a field of considerable money. Whether LG's huge investment can be exchanged for mature technology and sales is still unknown." The industry believes that although the competitors are reduced, LG's next market pressure will not decrease.
However, LG seems to have further countermeasures. In an interview with Cui Dongyuan, Cui Dongyuan introduced that with the improvement of LG Display's large-size OLED panel yield, OLED panels have already experienced some significant decline in price, and LG will continue to improve in the future. The yield rate is expected to start from the middle of next year, and the price will be significantly reduced.
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Product introduction:
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10.Silicone Kitchenware photos for reference.
Silicone Kitchenware
Silicone kitchenware,Slicone Travel Folding Cup,Silicone Kitchen Utensil set,Silicone Wine Glasses,Silicone Dishwashing Gloves
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