Two-line layout: China's color TV market begins to walk on two legs

Recently, BOE, the largest manufacturer of LCD panels in China, announced that it has stopped investing in new LCD panel projects and turned to OLED (Organic Light Emitting Diode) panel industry for greater business opportunities. It also indicates that the industrial layout of color TVs has become increasingly clear.

After a period of confusion, China's color TV industry seems to have set aside the clouds in the past two years. With the changes in the structure of Chinese consumers and the structural reforms in the color TV industry, the color TV industry has begun to walk on two legs. On the one hand, in the low-end market, the price war based on ecological services is still fierce, and “free discussion” has become the focus of controversy. On the one hand, high-end, high-definition television products have gradually begun to subvert traditional home appliances. Innovative technologies with higher technological content will gradually become the standard configuration of color TVs.
In the process of transforming the high-end color TV industry, OLED organic television has begun to show its advantages. The "quality revolution" of the Chinese color TV market has started to spark. In recent years, China's middle class has rapidly emerged and brought about tremendous spending power. According to the survey report of middle-class user behavior issued by AVC, price is no longer a limiting factor, and the consumption of household appliances in the middle class has grown to high-end. At present, the scale of the global TV market is 230 million units, of which the high-end TV market with more than US$2,000 is 4.7 million units, accounting for 2.1% of the total sales volume.

The high-end consumer demand for color TVs has become a trend, and the accompanying innovations have become the key to upgrading products and adapting to high-end consumer demand. OLEDs differ from other LCD technology products such as quantum dots on the market. OLEDs have revolutionary display technology and do not require backlight sources. Each pixel can emit light independently. If the improvement in image quality satisfies the ultimate pursuit of high-end users in high-definition video, the slim, paper-like design and the advantages of unlimited application are the key factors for OLED to win the top spot in the high-end TV market. Today, various small OLED display products such as smart wearable devices, VR products, and folding have begun to be widely used and are extremely competitive in high-end display products.

It is also to see the future of OLED organic TV development space, many machine manufacturers have overwhelmed OLED organic TV products to expand their own brand of high-end product line. At this year's IFA Berlin International Consumer Electronics Show, the OLED camp continues to expand. European and American manufacturers Philips, Metz, Vestel, Loewe, Grundig, China's Skyworth, Changhong, Japan's Panasonic and a total of nine brands behind OLED TV And exhibit new products. At present, the competition in the color TV industry is fierce. The conventional price war easily leads to high homogeneity of the products, and the high-end color TV may become a breakthrough in the color TV industry.

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