As a bellwether for the global consumer electronics industry, CES 2022 plays an important role in predicting industry and market trends. As far as the TV industry is concerned, OLED is undoubtedly a hot spot and outlet in 2022.
Specifically: Sony released the first flagship TV with a QD-OLED panel Bravia XR A95K during CES 2022; although Samsung Electronics did not show its first QD-OLED TV as expected, but winning the CES 2022 Best Innovation Award also shows from the side that the launch of this TV has entered the countdown; LG has launched two OLED TVs, of which the 97-inch 4K resolution G series, becoming the largest OLED TV at present, The C series added a 42-inch specification, replacing 48 inches as the smallest OLED screen, thus further expanding the size coverage of OLED TVs.
In addition, CES organizer CTA earlier officially announced the CES 2022 award list, video display category of award-winning TV products, about half are OLED TVs, respectively, from Samsung, Sony, LG, Skyworth and other head TV companies, of which Skyworth launched oled deformation TV W82 also won the CES 2022 innovation award in the game category.
From the overall observation, the era of OLED TV with industrial synergy has arrived, and the OLED TV market has become inevitable in a larger scale.
THE DEVELOPMENT MOMENTUM OF OLED TVs IS STRONG: The market has grown in reverse and the camp has expanded
In 2021, the new display technology is blooming, OLED with leading technical advantages and first-mover industrial advantages, the overall market has grown significantly against the trend, becoming one of the few shining points in the TV industry.
From the perspective of the market, the OLED TV market is growing at a high speed. According to Omdia data, in the first half of 2021, the global shipment of OLED TVs reached 2.726 million units. Among them, shipments in the first quarter were 1.192 million units, an increase of nearly double that of the same period last year; shipments in the second quarter were 1.534 million units, an increase of 2.7 times year-on-year, and the global market share increased by 2.8 percentage points from 8.9% in the previous quarter to 11.7%, setting a record. For the full year, the global OLED TV market will grow by about 70% from last year's 3.65 million units to 6.1 million units in 2021.
It should be known that global TV shipments are experiencing a decline of about 7% in 2021, but OLED TVs have a 70% contrarian high growth, which shows that the structural adjustment of the TV market is developing in the direction of OLED TVs, and OLED TVs have also become a strong driving force for the growth of the TV market. Aowei, Qunzhi Consulting and other institutions also predict that the OLED TV market will continue to grow in double digits in 2022, with sales of nearly 10 million units.
From the product side, high-end, large size has become the dominant label of OLED. In the second quarter of 2021, the average selling price of OLED TVs was $2053.4, more than four times the average price of LCD TVs at $512.3. In addition, the proportion of OLED large size continues to rise, since 2021, the market share of OLED TV shipments of more than 77 inches is 17.6%, and the proportion continues to rise, the market size of OLED TVs above 80 inches in the second quarter of global shipments is about 8,000 units, and it is expected to double in 2022.
According to Omdia data, OLED TV product sales in markets such as Europe, North America and Japan will be $8.4 billion in 2021, with a market share of 14.6%. In terms of volume, the share of OLED TVs in the high-end market was 1.3% in 2017 and 2.7% in 2020, and is expected to increase to 4.5% in 2021.
From the perspective of the industry, Sony and LG further increase OLED, of which Sony released the first QD-OLED flagship TV at CES 2022 to further enrich the selectivity of the upstream supply chain; LG further expanded the size range of OLED TVs to achieve coverage of more people and scenes. In addition, Samsung, which has been hovering outside the OLED camp, announced that it joined the OLED camp in 2021, and its first QD-OLED TV is about to come out.
As the world's largest TV manufacturer, Samsung has joined the OLED camp after LG, Skyworth and Sony, which not only further strengthens the overall strength of the OLED camp, but also reflects that the position of OLED as the mainstream representative of next-generation display technology has been further consolidated.
According to statistics, in 2021, 20 brands around the world have joined the OLED camp, covering almost all mainstream TV manufacturers, and a good pattern of industrial chain cooperation to promote OLED development has been formed.
The overall market is growing against the trend, the share of high-end large screens is rising year by year, the industrial camp continues to expand, and the OLED TV market has established a strong development potential.
Core player Skyworth: Firmly determined the OLED track and led the differentiation and innovation
The Chinese market has always been the world's largest TV market. In recent years, the awareness of OLED TVs in the Chinese market has continued to increase, and this is inseparable from the promotion of Skyworth, the core player of Chinese OLED TVs.
In the past 10 years, many Chinese TV companies have wavered in the strategic choice of new display technologies. However, Skyworth has never hesitated and wandered on the OLED TV track, which also makes today's Skyworth OLED TV establish competitive barriers in multiple dimensions such as products, technology and markets.
From the product point of view, Skyworth OLED TV has created many domestic and foreign "firsts". Skyworth began to follow up with OLED technology in 2008, and launched the first OLED TV in China in 2013, and the OLED curved TV, AR OLED TV, screen sound TV and other products that were launched with it also created more "firsts" at home and abroad.
From the perspective of technology, Skyworth is the most differentiated and innovative TV enterprise in China. In the process of market promotion, OLED TV to establish a different form from the traditional LCD TV is very important, so whether it can achieve OLED module self-made (OBM) has become a key. The so-called OBM, is by the TV manufacturers to independently complete the OLED module R & D design, system testing and manufacturing and production of the whole process, OBM capabilities represent the TV manufacturers strong R & D, manufacturing, supply chain and other comprehensive hard power.
Skyworth is the first TV manufacturer with OBM capabilities and qualifications in China, and more than 100 OLED-related patents have been issued. Thanks to the second-class OBM capability, Skyworth OLED TV has achieved differentiated innovation in form, and has developed and launched 4 OBM products, including wallpaper OBM TV W81 series, screen sound OBM TV S81 Pro series, Skyworth deformation OBM TV W82, Skyworth Feng Thin OBM TV S82.
The strength of differentiated technology is also reflected in the level of picture quality. Unlike some other TV companies that mainly rely on OLED panels provided by upstream companies in terms of picture quality, Skyworth OLED TV leads the industry through OLED panel + self-developed black technology. For example, Skyworth's self-developed AI image quality engine can search, identify and reconstruct the picture image through AI technology, and comprehensively optimize the picture quality frame by frame in real time, including super definition SR, motion estimation and motion compensation MEMC, dynamic target reshaping NR, precision smooth processing DPCS, Core Brilliant ACM, AI scene quality optimization, scattered AI light control, AI dynamic range expansion and other functions.
For example, Skyworth OLED TV has the support of Skyworth 30+ picture quality adjustment technology, which has established a solid differentiation advantage in image quality performance and professional display performance, and can be refined and polished in seven modules such as color, contrast, clarity, noise reduction, motion, Local dimming, and HDR. More than 30 years of accumulation of picture quality tuning technology, including "professional picture quality test sequence library" and "more than 500 picture quality experience test cases", are obviously not copied by other companies overnight, which constitutes the differentiated technical competitiveness of Skyworth OLED TVs.
The leading position of product technology will eventually translate into market leadership. In the domestic market, according to Aowei Cloud Network (AVC) data, skyworth TV OLED offline channel sales market share in 2021 continues to lead the industry. At the same time, Skyworth's OLED product sales in overseas markets also recorded a bright growth.
Strategically determined to stick to the track, tactical continuous differentiation and innovation, Skyworth has undoubtedly become the most core player in China's OLED TV market, and also the core player with the most "long-term" spirit.
"Long-termism" value model: reconstructing the competitive paradigm and promoting high-end replacement
With more than 30 years of accumulating picture quality adjustment technology and more than 10 years of firmly promoting the development of OLED TV, the value of "long-termism" of Skyworth TV has been fully reflected here.
In the author's view, Skyworth, which "makes friends with time", has made great contributions to the healthy development of the television industry and is a value model of "long-termism":
First, guide the establishment of a new paradigm of value competition. Price war and homogeneous competition, is one of the tone of the television industry in the past 10 years, more and more companies have lost the power of innovation under this tone, and the inner volume has become an unbearable weight for industry enterprises. Skyworth adheres to technology-driven, adheres to the high-end OLED track, and constantly raises the threshold of technical competition, so that the value competition under the technical background gradually becomes a new paradigm of industry competition.
For example, Sony first released the QD-OLED TV that supports THE BRAVIA Cam with AI cameras at CES 2022, and Skyworth TV released the industry's first TV product with AN camera as early as 2019, Q80, and now there are more than 16 TV products equipped with AI cameras, including flagship OLED TV products such as S81 Pro, W82, W92, and S82. It can be said that Skyworth's continuous exploration and advancement not only drives the high-end development of Skyworth TV, but also objectively allows industry enterprises to have greater innovation power in the context of competing for technological innovation. Such competition, which is actually benign, helps to push up the overall level of the industry.
Second, it has promoted the upgrading of new display technologies. From CRT to LCD, the TV industry has experienced a popular development dividend. However, with the maturity of the liquid crystal industry and the advent of the stock era, the new display technology represented by OLED has not been able to form a popular trend. Through a large number of products, technological innovations, and perseverance in market education, Skyworth has made OLED TVs a mainstream product for high-end replacement, and has also formed an industrial camp that includes more than 20 mainstream enterprises.
Third, it has enhanced the global influence of Chinese brands. In the global display industry, Chinese brands have manufacturing and scale advantages, but the brand premium ability has been insufficient for a long time. With OLED as the starting point, Skyworth has actively promoted the high-end, technological and youthful transformation of the brand since 2019, which not only makes Skyworth TV have more room for growth and imagination, but also greatly enhances the influence of Chinese brands in the global technology field.
For the TV industry, the era of OLED has arrived. Judging from CES 2022 and the current situation of the industry, Chinese enterprises represented by Skyworth have achieved a stand-by-side with international giants such as Samsung, Sony, LG and other international giants in the sunrise track of OLED TV, and have become the core players in the field of OLED TV in China and even the world. OLED TV industry layout for 10 years, picture quality tuning technology accumulation of 30 years, holding OBM module self-made, AI picture quality engine and other differentiated technical capabilities, Skyworth TV with the "long-term" persistence, is ushering in the harvest period of brand upgrading and market replacement. (Nail Technology original, reprint please be sure to indicate the source of "Nail Technology Network")