According to the forecast data recently released by a number of institutions, sales continue to fall into a foregone conclusion, since 2020 fell below the 50 million unit mark, this year or even 40 million units mark is not guaranteed, Aowei Cloud Network gave a forecast of 38.35 million units, down 13.8% year-on-year. In terms of sales, Aowei Cloud Network forecast data of 129.6 billion yuan, an increase of 7.2% year-on-year, a simple evaluation of the "volume decline and increase" data situation, product unit price level is rapidly increasing, for brand profits, innovation and development, is this a good thing, is this the case?
The industry profit margin of TV products is 1.8%, and the average price of 3379 yuan has not yet reached the market level in 2017
The actual situation is that the profit margin of TV products is only 1.8%, far lower than that of smart phones or other home appliances, and the year-on-year increase in the average price of 3379 yuan is difficult to hide the fact that this is a brief recovery after several years of price wars. Especially under the influence of the epidemic, China's TELEVISION industry has accelerated into the stock state, under the gathering of favorable conditions, but there is a product category, which almost has no impact and continues to achieve rapid growth in 2021, which is OLED self-luminous TV.
In 2021, due to the tight supply of upstream core components, the price increase of LCD panels that lasted for more than 15 months finally ended, and then quickly triggered a panic price decline, and the roller coaster-like cost changes made TV brand companies confused; and LG Display, as the world's only large-size OLED TV panel supplier, has steadily increased the supply level in 2021, expanded production at the same time, adjusted OLED panel quotations in a timely manner, and continued to strengthen penetration in the mainstream TV market, especially the high-end TV market , so that partner companies in the OLED TV sector to gain a rare breathing.
The Xiaomi Master series OLED TV has become a hit in the high-end TV market in 2021
Just like the conclusion given by Aowei Cloud Network, "For domestic color TV companies, this is a good opportunity to develop OLED TV product lines." If you can take this opportunity to gain a foothold in the high-end market, it will be of great help to enterprises to enhance their competitiveness. ”
According to Omdia, LG Display will ship 8.3 million OLED TV panels in 2021, a year-on-year surge of about 86%. This is mainly due to LG Display's "diversified" product layout, which not only accelerates the mass production of 77-inch, 83-inch, 88-inch, 90-inch or more ultra-large OLED panels, but also launches 27-inch, 42-inch, 48-inch and other small and medium-sized OLED panels to meet the diversified needs of more product markets. Driven by LG Display, the development of the OLED panel market will accelerate significantly in 2021.
In addition to quickly rolling out the market coverage of large-size OLED panels, LG Display is also rapidly upgrading and iterating on the technical performance of OLED TV panels, and in the "Leading Technology" selection at the end of 2021, LG Display's 48-inch sub-era OLED game display won the award.
The 48-inch sub-era OLED gaming display won the 2021 "Leading Technology" award
In the award description, "the refresh rate has been increased to 120Hz", "0.01ms high-speed response without delay", "support G-Sync/Free-Sync", "very low input delay performance", "more comfortable sensory experience, reduce fatigue" and many other technical specifications that have deeply hit the pain points of console players, successfully established the ceiling of game TV display specifications, and also sounded the horn for the gaming TV market with unlimited potential.
Production capacity is up, pulling up sales, LG Display's strategy in 2021 has gained miraculous results, corresponding to the LCD panel's dilemma, OLED panel performance throughout the year can be described as a steady increase, in the face of 2022, LG Display will have what to look forward to?
· 'RE. EX
The first of course is the next generation OLED TV panel with an upgrade in picture quality "OLED. EX”。 By equipping ex technology that combines heavy hydrogen technology (Deuterium) and personalized algorithm on the self-luminescent organic light-emitting element, the brightness of the current OLED panel can be increased by 30%.
LG Display plans to implement the "OLED. EX" technology is applied to a full range of OLED TV panels produced at the Paju plant in South Korea and the Guangzhou plant in China.
· The experience for the crowd is refined
In 2021, LG Display's OLED panels passed TüV Rheinland's "High Gaming Performance Gold" certification and "Qualified Superior Gaming Performance" certification from Intertek. In terms of game screen performance, it has been highly recognized by professional institutions.
In 2022, LG Display is bound to continue to expand the application field covered by OLED panels, at that time, more tablets, laptops, desktop monitors and other products will have the products to look forward to, OLED excellent screen experience has the opportunity to bless more users.
· Techniques that focus more on eye health
As the upstream brand of the display industry, LG Display in the pursuit of excellent display effect at the same time, admirable is also always concerned about the user's eye health, in the continuous harvest of "low blue light", "no splash screen" and other professional institution certification, but also in the "viewing comfort", green environmental protection and other aspects of unremitting dedication to promote the force. In 2022, we will have the opportunity to encounter a healthier and more comfortable OLED display technology upgrade.
Jump out of the positioning of their own industry upstream enterprises, sink to the market to guide product innovation and research and development from the user's point of view, LG Display's OLED TV panel is naturally loved and favored by consumers, and will inevitably become a good product chased by TV brand companies, this is not, before the opening of the US CES conference on January 3, Sony (SONY) brand 2022 OLED TV new products have already appeared.
Sony 2022 OLED TV products
The global OLED TV brand camp will be expanded to 19 in 2021
LG's latest Art series OLED TV new product
The performance of the global TV market in 2021 is not optimistic, and OLED TVs have become a unique positive, and the reason behind this is in the eyes of Vice President Wu Zhanghao, Director of LG Display's large-size business, that is, "We continue to provide consumers with differentiated high-quality experiences through the evolution of OLED components, algorithms, and design." "It is believed that in 2022, LG Display OLED panels will still shoulder the hopes of the TV market and lead the industry to continue to move forward."