OLED Ua Tau Lub Zog Qib Siab Tshaj Lij Tshaj Lag Luam Hauv TV

Tsis ntev los no, LGDisplay tau hais tias lub xyoo no lub tuam txhab yuav muab cov phiaj xwm loj OLED rau ob lub tuam txhab lag luam. Qhov no yog ib tus khub tshiab. Qhov no txhais tau hais tias lub TV nyob rau hauv OLED tau nthuav dav ntxiv. Cov ntaub ntawv qhia tau hais tias OLED TVs yog qhov "Sweet Potatoes" nyob rau hauv kev lag luam siab, thiab qhov teeb meem ntawm oversupply yog tsim.

Zuag qhia tag nrho cov xim hauv TV tsis tshua qis

Tsis ntev los no, ntau lub TV tuam txhab tau tshaj tawm lawv cov ntaub ntawv tshaj tawm txhua xyoo rau 2017. Los ntawm qhov kev xam pom ntawm daim ntawv tshaj qhia txhua xyoo, tag nrho LCD TV lag luam yog nyob rau xyoo tsis zoo, thiab cov tswv lag luam muaj ntau yam teeb meem hauv kev lag luam.

Xyoo tas los, Hisense lub hom phiaj ntawm cov lag luam ntau yog kwv yees li ntawm 30.6 billion yuan, cov nqi khiav lag luam yog kwv yees li 26.2 billions, cov nyiaj tau los ua haujlwm nce li ntawm 6.95% los ntawm lub xyoo dhau los, cov nqi khiav hauj lwm nce 11.68% rau xyoo dhau los, thiab cov nyiaj hli tag nrho nyiaj 3.62 feem pua ntawm lub xyoo dhau los; Nws cov nyiaj tau los ntawm cov khoom siv tawm hauv TV nce li ntawm 6.83% dhau xyoo dhau los, cov nqi khiav hauj lwm tau nce 11.89% dhau los ntawm lub xyoo dhau los, thiab cov nyiaj khwv tau tag nrho tsawg dua 3.88% ntawm lub xyoo dhau los. Konka Group cov nyiaj tau los ntawm kev lag luam hauv xov tooj yog kwv yees li 16.1 billions, cov nqi khiav lag luam raug kwv yees li RMB 13.1 billions, cov nyiaj tau los ua hauj lwm tsawg dua 5.93% xyoo-rau-xyoo, tag nrho cov nyiaj paj tau nce 3.8%; Konka Xim TV lag luam yog kwv yees li 12 billion tus nqi, cov nqi khiav lag luam raug kwv yees li RMB 10.1 billion, kev khiav hauj lwm cov nyiaj xyoo Xyoo-ntawm-lub xyoo qis ntawm 3.87%, tag nrho cov nyiaj paj tau nce me ntsis ntawm 2.1%. Changhong tau txais kev khiav hauj lwm nyiaj ntawm 77.632 billion yuan, nce ntawm 15.57%; tus niam txiv lub tuam txhab nyiaj net ntawm 356 lab yuan, ib xyoo poob ntawm 35.76%. Nyob rau hauv 2017, Skyworth tau txais kev khiav hauj lwm cov nyiaj tau los ntawm 725,480,560 yuan, nce 22.40% xyoo-rau-lub xyoo, thiab tau txais cov nyiaj net ntawm 95,244,200 yuan, txo xyoo-rau-81.93%.

Cov ntaub ntawv qhia tau hais tias nyob rau hauv 2017 Tuam Tshoj lub xim TV muag khoom muag muag 47,52 lab units, cia li 6.6% xyoo-rau-lub xyoo, qhov loj tshaj poob txij 2003, tib lub sijhawm, yog vim li cas rau qhov nce nqi ntawm lub cim xeeb chips thiab panels tau tshwm sim nyob rau hauv lub cov ntaub ntawv txhua xyoo ntawm ntau lub tuam txhab. Nws yog qhov nce ntxiv ntawm kev tsim nqi ntawm tag nrho cov tshuab. Ntawm qhov one hand, nws yog cov poob rau hauv kev muag khoom ntim. Qhov kawg tshwm sim yog hais tias cov poob hauv profit ntawm nto moo hom yog qis tshaj theem nyob rau hauv xyoo tas los.

High-end lag luam "saib" txawv heev

Muab piv rau ntau lub tuam txhab zoo hauv TV uas muaj kev lag luam hauv kev lag luam "teebmeem", Sony xyoo tas los hauv lub lag luam xim TV yuav piav tau cua thiab dej.

Sony txoj kev kawm nyob rau hauv high-kawg TV ua lag luam xyoo tas los no tau hais los ntawm cov thawj coj ntawm Sony hom kev tshwm sim ntawm lub xyoo. Sony hais tias nyob rau hauv 2017, txawm hais tias tag nrho teev ntawm Suav TV ua lag luam muaj shrunk, Sony seized lub sij hawm ntawm ua xav thov nyob rau hauv lub 4K thiab loj-loj ntu ua rau upgrading ntawm kev noj cov qauv los ntawm nce lub khoom ntawm high-value- ntxiv cov khoom. Nyob rau hauv high-end, loj-ntu segment ntse tiav ua lag luam tawm tau risen tsis tshee.

Qhov tseeb, xyoo tas los Sony tau muab nws cov kev ua haujlwm zoo tshaj hauv cov xim hauv TV thiab launched OLED TV's flagship khoom nrog kev muag khoom muag. Raws li HIS, ib lub koom haum tshawb fawb txog kev lag luam, Sony cov nyiaj tau los hauv 2017 nce 21% nce mus rau 2016, ntawm qhov uas tus nqi ntawm OLED TV tau nce li 8%.

Cov txiaj ntsim ntawm kev ua haujlwm nyuaj siab kuj yog ib qho ntawm ob peb yam tseem ceeb ntawm qee lub tuam txhab hauv TV hauv lub xyoo dhau los. Lub npe ntawm Skyworth tau tshaj tawm tias cov khoom loj, cov khoom loj muaj peev xwm txo cov kev lag luam tus nqi nruab nrab ntawm cov txiaj ntsim ntawm cov neeg muaj txiaj ntsim, thiab cov muag ntawm OLED TV, Skyworth yog ib tug neeg tseem ceeb hauv kev loj hlob ntawm high-end khoom kab kev muag khoom.

OLED yuav yog qhov tseem ceeb quab yuam hauv kev lag luam siab

Xyoo tas los, laser TV thiab ULED super zoo TV yog lub ntsiab ntawm Hisense hauv high-end TV ua lag luam. Cov khoom no tau ua rau cov xim ci ntsa iab rau Hisense lub xim TV lag luam. Xyoo no, lub tuam txhab kev teeb tsa hauv kev lag luam siab tuaj yeem tshwm sim. Hauv ib nrab xyoo ntawm xyoo no, nws qhov kev xav tau yuav tsum koom nrog lub TV nyob hauv OLED. Txawm li cas los, tam sim no, Hisense tsis tau lees paub qhov xov xwm no.

"Lub TV kev lag luam tam sim no nyob rau hauv kev sib txuas, tab sis OLED TVs tau coj tus nqi tshiab rau kev ua lag luam thiab yuav yog ib qho kev cuam tshuam hauv kev lag luam tawm." Liu Weizhi, CEO ntawm Skyworth Group, said publicly.

Tam sim no, nyob rau hauv qhov teeb meem uas tag nrho cov kev thov tau mus txog "saturation", yog TV tub lag luam tsis xav poob mus rau hauv lub cuab ntawm nqi kev tsov kev rog, lawv tsuas yog nrhiav tshiab tus nqi thiab tsim high-kawg lag luam, yog li ua tiav tshiab breakthroughs.

Kev ua tau zoo ntawm OLED yuav tsum tau hais. Raws li IHS cov ntaub ntawv, xyoo tas los, nyob rau hauv lub lag luam high-end TV ntawm tshaj $ 2,500, cov TV hauv OLED tau lees tias 51.3% ntawm lub ntiaj teb tag nrho, thaj tsam ib nrab ntawm lub teb chaws tag nrho, thiab tshaj LCD TVs thawj zaug. Daim duab no tsuas yog 15.5% rau xyoo 2015 thiab 35% hauv xyoo 2016.

IHS cia siab tias nyob rau hauv kev lag luam siab, OLED TVs yuav tau tswj kom muaj kev loj hlob sai. Nyob rau hauv 2018, OLED TVs yuav nce mus rau 70.7% nyob rau hauv lub lag luam high-end TV ntawm 2500 US las, ua ib tug tseem ceeb tshaj plaws.

Nws yog tsim nyog teev tias LG Electronics 'cov nyiaj tau los hauv TV tag nrho hauv 2017 tau nce los ntawm 9% piv rau 2016, ntawm qhov uas tus nqi ntawm OLED TV tau siab npaum li 52%. LG's LG Display yog lub tuam txhab nkaus xwb nyob hauv lub ntiaj teb los ua cov khoom loj loj loj OLED.

Li Shangxun, tus thawj tswj hwm ntawm kev lag luam thiab kev lag luam ntawm LG Display Television Division, said hauv kev xam phaj nrog Nanfang Daily reporter tias cov tuam txhab uas tau ua tam sim no tau pib ua lag luam nyob rau hauv txoj kev lag luam OLED. Txij li thaum kawg ntawm 2017, OLED tau nthuav dav kom muaj Philips, suav nrog Japanese cov tuam txhab xws li Sony thiab Panasonic, Kauslim tuam ntxhab xws li LG Electronics, thiab Suav loj xws li Skyworth, Changhong thiab Konka, tag nrho 13 tuam txhab.

"Peb yuav nco ntsoov tias yuav muaj ob lub tuam txhab tshiab nkag mus hauv TV hauv TV OLED xyoo no," said Li Shangxun. Rau kev lag luam kev cai, Li Shangxun tsis qhia tawm lub npe tshwj xeeb lub npe.

Rau ob lub tuam txhab, txoj kev lag luam feem ntau yog xam Hisense thiab Toshiba. Txawm hais tias nws yog leej twg, qhov no txhais tau hais tias lub TV nyob rau hauv OLED tau nthuav dav ntxiv.