In the TV panel, the whole price surge, Skyworth will significantly reduce the price of OLED TV. On March 8, the 21st Century Business Herald reporter learned from Skyworth that the decline in OLED TVs will exceed 20%. It is understood that starting from March 10, Skyworth 55-inch OLED TV prices will be reduced by 3,000 yuan, the current retail price of nearly 14,000 yuan. Skyworth said that specific information will be announced on the 10th.
Liu Weizhi, president of the color TV division of Skyworth Group, said: “From the perspective of the industry chain, OLED product technology maturity, and market recognition, the outbreak of OLED is already in place. If we still owe a single east wind, I think that is the price.â€
He further stated that the first OLED TV released from LG in 2013 was priced at US$14,000, and the 55-inch 4K OLED launched in 2016 was priced at RMB 14,000. The price of OLED TVs has dropped by about 7 in just three years. Times, gradually entering a master selling price. "Skyworth also recently considered some radical strategies at the market level to make certain adjustments in prices."
According to data predicted by the market research agency IHS, OLED TVs will account for 50% of the high-end TV market in three years, and 2017 will become an important turning point in the dramatic growth of the global OLED market. But at the same time, OLED is also facing the impact of the QD TV camp.
Opportunity to cut prices
In the OLED alliance formed by brands such as LG, Sony, Skyworth and Konka, Skyworth is quite active. After acknowledging OLED technology, it has been deployed for more than three years. In November of last year, Skyworth joined hands with BOE and HiSilicon to launch China's first autonomous OLED TV.
The high price and insufficient production capacity have been the two major pain points that restrict the popularity of OLEDs. With LGD, China Star Optoelectronics, BOE and other panel makers investing in OLED screens and the maturity of production lines, production capacity issues in 2018 and 2019 will be gradually eased. This time, Skyworth proposes price cuts in order to speed up the seizure of the market.
OLED price adjustment by the industry's attention, there is a reason that coincides with the current general price of home appliances, from the end of last year, LCD TVs have been raised twice, millet and LeTV even tripled prices.
Liu Buychen, a veteran household appliance industry observer, told reporters: “The LCD TV price increase process is still not over. The average price of LCD TVs in 2017 is expected to increase by more than 25% from 2016.†He also said that this round of LCD TV prices increased An unexpected result is that OLED TV sales were better than expected in January 2017 due to the price increase of LCD TVs and the price difference between OLED TVs.
“At present, OLEDs are mainly sold offline, with high prices and market penetration rates are not yet high, so there is room for Skyworth.†Liu said, “From the perspective of domestic OLED sales last month, Skyworth’s Sales accounted for nearly half." In addition to offline, Skyworth will also increase the promotion of online channels this year.
Skyworth reduced the price difference with Quantum TV. Skyworth's 55-inch OLED TV is priced at about 10,999 yuan, while a Samsung 55-inch QD TV is priced at 8,299 yuan, and TCL's 4K QD TV is 9999 yuan. In the same experience, the price becomes a sensitive indicator of the user.
In order to grab more high-end market share, Skyworth OLED also strongly promoted OLED products, but according to statistics from Quzhi Consulting, global sales of OLED TVs reached 850,000 units in 2016, compared with 219 million units of global LCD TV shipments in the same period. OLED's market share is still relatively small.
Positive competition
For a while, the argument that OLED and Quantum TV will replace ordinary LCD TVs has been widely publicized. Some experts predict that, just as LCD TVs prevail over plasma TVs, OLEDs and quantum dots will become new market players. At the same time, the replacement market has also brought new growth points for manufacturers.
Liu Buchen stated that the replacement of LCDs with OLEDs cannot be completed overnight. At present, the biggest gap between consumers and OLED in Yokohama is that the price of OLED TVs is still more than 1.5 times higher than that of LCD TVs of the same size and configuration. To further stimulate the growth of the OLED TV market and encourage more people to purchase OLED TV products, the most direct and effective way is to cut prices.
Compared to Skyworth's big move for OLED, the quantum dot camp is relatively flat. The latest news was March 2. Samsung announced its QLED (QD TV) new product on the 2017 Samsung Forum.
But whether it is OLED or quantum dots, the industry has doubts about both technologies: First, OLEDs are not durable enough due to material factors; second, Quantum-dot TV is still an improvement on LCD TVs and real quantum dots. There are differences between technologies.
Quantum dots are superior to current prices and sales. Peng Xiandong, general manager of Zhongkang Black Power Center, told the reporter: “From the beginning of 2016 to the end of the year, Skyworth’s OLED TV sales target is 200,000 units. In fact, in 2016, Skyworth’s OLED sales were over 20,000 units, domestically. The overall sales volume is also only 30,000 units.This year it is estimated that LG will supply OLED panels to the Chinese market with an increase of around 180,000 units, and the sales volume of quantum dot TVs is expected to be between 900,000 units and one million units during the same period."
In addition to the impact of price and panel supply, Peng Xiandong said that brand participation is also an important factor affecting the development of OLED. If there are only two or three brands, consumer awareness of products will still be insufficient. Currently, LCDs, OLEDs, and quantum dots still coexist. For LCD TVs, the recent development and production of the 8.5th and 10th generation lines are in full swing. LCD products are more mature and have a longer life cycle.
The technical advantages of OLED self-illumination are self-evident, but the yield rate of large-size panels is still difficult, Peng Xiandong said: "With the large-size TV trend, 65-inch, 75-inch TV sales will continue to rise, but the large size of OLED The yield rate is still not comparable to that of liquid crystals, and panels with larger dimensions are produced. The production process needs to be readjusted and there is uncertainty."
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