When it comes to well-known electrical brands, what do you think of first? As one of the best sellers in the international market, South Korea's electrical appliances have always been well received for their high technology and high sales, especially the LG brand once ranked first in the sales list. Back to the TV panel brand, the most well-known is the BOE (BOE) and LG two electrical appliance brands, these two for the "boss" status, but also has been "open and secret struggle", the situation is constantly changing.
Recently, according to relevant data, BOE once became the first sales volume of electrical appliance brands, but with the TV panel product line, LG surpassed BOE and sat firmly in the "boss" position. So, why is BOE being overtaken by LG because of the TV panel? What is a TV panel? Why is there such a large market share?
First, with the TV panel, from the brink of closure to the BOE of the leading enterprise of the panel
(1) Home office new favorite - TV panel. In the past, when we purchased a TV or computer, we would consider the overall display and operating power, but with the improvement of everyone's daily office and entertainment requirements, we paid more and more attention to the overall effect of the panel. Whether it's transferred to a computer or a TV screen display, the quality of a flat panel monitor depends on the quality of its panel.
When it comes to TV panels, in fact, whether it is smart phones or electrical appliances, it is very important, and the quality of TV panels is also an essential element that directly affects the use of consumers, in turn, it is natural that the producer needs to increase the cost to strengthen scientific research and technical investment. In order to increase market share, domestic and foreign TV panel manufacturers are beginning to study and promote.
(2) BOE, a leading panel enterprise at home and abroad. BOE Technology was originally only a tube factory on the verge of closure, but BOE Technology has always adhered to scientific and technological innovation and product research and development, and has continuously achieved technological transcendence in port devices (display panels), and has also surpassed Samsung and LG by virtue of its market share in five major categories of products such as display displays, smart phone LCD screens, laptop screens, tablet pc displays, and TV displays, surpassing Samsung and LG, ranking first in the world.
Looking back at the development of BOE, from the brink of closure to becoming a leading enterprise in the field of display panels at home and abroad, BOE has spent less than thirty years to become the ranking of the domestic display industry
First, it is one of the top 500 Chinese enterprises.
Second, LG has made a comeback, and the status of BOE's "boss" is not guaranteed
With the continuous expansion of the TV panel industry market, BOE, with the world's first panel shipment area and panel shipment quantity, once became a heavyweight player in panel sales, surpassing Japan and South Korea, which have always been leading sales, so that LG, Samsung and many other international brands such as needle felt.
In order to regain market share, LG, which has always been the main commodity of TV panels, won back a round with the OLED TV panel that is well known to the public with the LG brand, so that BOE, which has only been in the "boss" position for 9 months, was once again surpassed by LG.
In the whole process of status change, in fact, it can be seen that the continuous game process of the two brands is seen. In the first three quarters of 2021, taking advantage of the advantages in the segment of TV panels, BOE overtook in curves, surpassed LG, and became the "boss". However, before BOE could gain a foothold, LG killed back and regained the title of "boss" with BOE's weak rib OLED TV panel.
Third, the "war" between BOE and LG TV panels is essentially the dispute between the route of LCD and OLED
Looking back at the normal "war", we have to wonder why BOE, which has just sat on the "boss" position for a few months, will end up losing because of LG's shot? Compared with LG, where is the disadvantage of BOE? If you want to re-overtake, what layout should BOE do?
Looking back at the layout of BOE, mainly in terms of LCD, LCD due to low cost and the impact of latecomer advantage, led to BOE on the LCD road all the way, once beat the TV panel big name Samsung and LG. Seeing that there was no advantage in LCD, LG began to lay out the OLED direction.
Those who are familiar with this field will understand that LCD is the stock market, OLED is the incremental market, which is more promising at a glance. Therefore, the reason why BOE can stand the "boss" position for several months is actually because BOE has seized the stage of LG switching from the LCD route to OLED, temporarily occupying the market. As long as LG "makes a comeback", then being killed by LG is the inevitable fate of BOE.
So, in the future layout, how should BOE layout in order to regain market share? After being overtaken, has BOE lost the market?
According to StrategyAnalytics data, the current share of smartphones in the international market is higher, which has exceeded the share of ordinary appliances, and the growth of smartphones has exceeded 5%, relatively speaking, the market is relatively large. In addition, LG's share in the smartphone market is only 49%, so in the market, BOE still has a lot of room to rise.
Specifically, BOE's layout in the OLED track is dominated by flexible OLED, which focuses on mobile terminals such as mobile phones, tablets, and laptops. After cooperating with Apple, BOE's OLED once developed rapidly, becoming a supplier with a large share of the OLED market.
Of course, BOE should also be wary, after all, just putting your future on the same company is a certain risk. While cooperating with Apple, BOE must also start to transform and layout more, and maintain cooperation with Android mobile phones in order to effectively resist the risk of Apple's single company cooperation.
epilogue
As a BOE among the top 500 companies, it successfully sat in the position of "boss" with its TV panel, but it was surpassed by South Korea's veteran LG because of layout problems. In detail, the struggle between BOE and LG is actually the struggle between the layout of OLED and the proportion of market share, which boils down to the competition between the two companies in scientific and technological innovation.
In today's market, having technology can have the market and customers, and can also be the "boss" status, not to be casually surpassed by other companies. Now it seems that the "struggle" between BOE and LG, Samsung and other companies will continue, and in the future market, South Korea's Samsung and LG will continue to dominate the boss position, or China's local enterprises will go head-on, which is worth waiting to see.
For future development, BOE can only continue to lay out the TV panel in order to see the clouds and the sky. What do you think about the future of BOE?
Disclaimer: If the content of the article involves the content of the work, copyright images or other issues, please contact the author of this number within 30 days, if the situation is true, we will delete the responsible article as soon as possible. The article is for reference only and does not constitute any investment or application advice.