At the end of 2021, boe, which has always been low-key, has made a move. On December 21, BOE released three technology brands in one go. This is more like a consumer electronics company playing, which is the first time in China's semiconductor display industry.
Since August, BOE has held "Hello BOE" brand tour exhibitions in Beijing, Chengdu, Hefei, Shanghai, Shenzhen and other cities. BOE, which is deeply rooted in the B-end, faces the trillion-level application market segment and hopes to reach more consumers.
The three technology brands released by BOE, ADS Pro represents high-end liquid crystal display technology, f-OLED represents high-end flexible display technology, and α-MLED represents high-end glass-based new LED display technology, supporting several display business segments that the company relies on the most.
Gao Wenbao, executive vice president of BOE and CEO of the display business, told the China Electronics News reporter that technology + brand, which is the meaning of Plus, there is technology to drive the brand, to drive the brand, and to have a brand to make the technology really valuable.
The last round of industry boom cycle that has just ended has shown an obvious head agglomeration effect, and all aspects of the supply chain, manufacturing end and consumer end are moving closer to the head enterprise.
After Samsung and LGD announced their withdrawal from LCD production capacity, the relationship between supply and demand stabilized, and LCD panel prices experienced 13 consecutive months of increases. The market share of domestic enterprises represented by BOE has further increased, and the panel share is significantly ahead of the rest of the world.
LCD screens still have huge room for development, and MiniLED is highly expected. Since 2020, MLED has been listed as an independent business by BOE and has launched a series of Mini LED backlight and direct display products. Improving the technical and market capabilities in the MLED field has become the focus of BOE in the next 3-5 years.
Mini LED as a new technology for backlight applications, promoting the iteration of display technology innovation, benchmarking OLED TVs, and further extending the life cycle of LCDs. It has special significance for the entire display industry.
Zhang Zhaohong, executive vice president of BOE and CEO of MLED business, revealed that unlike the industry's traditional use of small PCB-based splicing, BOE pioneered a new glass-based LED display system and solution. The glass-based products made by the LCD production line are "relatively large blocks, high flatness, no deformation, and higher accuracy values, which will show a better display effect." In October this year, BOE announced on the interactive platform that MLED backlight/direct display products have achieved mass production.
Compared with LCD and MLED fields to further consolidate its advantages, BOE has posed as an "attack" on OLED. Recently, the news that BOE has entered apple's OLED display supply chain has been confirmed by relevant people in the industry chain. In terms of OLED screens, Samsung has obvious advantages in both upstream and downstream supply chains and technology development capabilities, and BOE finally achieves "tiger mouth".
At the technology brand conference, BOE demonstrated a three-fold OLED terminal with independent research and development of the whole machine structure, which can realize the Z-shaped folding form. Si Da, vice president and chief brand officer of BOE, said that OLED multi-form intelligent terminals will usher in an explosive period in recent years. In areas such as flexible displays dominated by Korean companies, BOE hopes to improve technology and quality faster to further leverage the market.
The semiconductor display industry is gradually moving out of cyclical fluctuations and becoming an industry with certain growth, which is the view mentioned by CHEN Yanshun, chairman of BOE, on many occasions. The demand for the Internet of Things will provide strong support for the display industry to usher in stable growth through the cycle.
The sustainable development of a high-tech enterprise with a revenue of 100 billion yuan needs to find the next new growth space of the past TV and mobile phone markets. When display technology and emerging technologies such as 5G communications, artificial intelligence, and the Internet of Things are intertwined, and through the in-depth segmentation of intelligent terminal devices with different forms, reaching hundreds of millions of consumers, it is possible to splicing a huge blue ocean market. This is also the business logic behind BOE's "Screen Internet of Things" strategy.
For example, as the next generation of Internet - the key entrance to the meta-universe VR/AR near-eye display device, BOE is the first enterprise to enter the field, and nearly 120 brands around the world are engaging with it.
When it comes to BOE's release of technology brands, Chen Yanshun listed "meeting consumers' needs for product recognition" as one of its purposes. Integrated into all aspects of the general public's life and creating new value for users, BOE has never been so close to consumers as it is today.