Mini LED TV is rapidly expanding, OLED TV status is not guaranteed, and the new pattern of high-end market?
In recent years, Mini LED TVs have risen rapidly in the high-end TV market with excellent display effects and cost-effective advantages, which have brought a huge impact to OLED TVs that have dominated for a long time. As an emerging display technology, Mini LED TVs have surpassed OLED in key indicators such as zonal backlight control and peak brightness, and at the same time, the manufacturing cost is also lower, so it has won the favor of consumers.
To say why Mini LED TV can form a strong squeeze on OLED TV in a short period of time, mainly due to its outstanding display effect. Let's start with two of the most important metrics: contrast and brightness. Although OLED has the advantages of absolute black point and infinite contrast, its brightness value has always been a short board, ordinary OLED panel brightness is around 500-800 nits, even the new generation of QD-OLED has only 1500 nits of peak brightness.
The Mini LED backlight can easily achieve a high light output of 2000-5000 nits, and TCL's latest Q10K Pro has broken through the 5000 mark, reaching a peak brightness of 5500 nits. This high brightness not only provides more realistic highlight details, but also maintains a good viewing experience in bright environments. The TCL Q10K Pro features the industry's highest 5184-zone backlight, and each zone can precisely control the brightness, so that the contrast is naturally an order of magnitude higher than that of pure blacks and highlights in the picture at the same time.
In addition to contrast and brightness, Mini LED TVs are not lagging behind in terms of color reproduction. They are widely based on high-end quantum dot film technology, covering up to 109% of the industry's top DCI-P3 color gamut and accurately reproducing more than 1 billion colors. The color richness and accuracy are more than ordinary OLED panels, and only the new generation of QD-OLED is comparable to it in terms of color.
Whether it is contrast、Brightness,Or color performance,Mini LED TVs have completely entered the high-end camp,Even surpassed OLED in indicators。 In addition to excellent picture quality, Mini LED TVs also have an advantage in terms of cost. They use an LCD panel + Mini LED backlight architecture, the manufacturing process is relatively simple, and the cost is relatively low.
Take TCL Q10K series as an example,98The price of inches is about 20,000 yuan,And the price of the same sizeOLEDTV is often more than 30,000 yuan。 Especially in the field of large size, the cost advantage of Mini LED TVs is more obvious. The development of LCD panels has been quite mature, and there is room for further cost reduction in the future. However, OLED panels are limited by organic materials and evaporation processes, and the space for cost reduction is limited.
In addition to the display effect and cost advantages, the reason why Mini LED TVs can be rapidly increased in a short period of time also benefits from the industrial chain advantages of Chinese enterprises in this field.
As a leader in Mini LED TV, TCL has been deployed in this field for many years and has a complete industrial chain advantage. From LCD panels, backlights, driver ICs to complete machine assembly, TCL has an independent and controllable supply chain system. This not only ensures the stability of the supply of products, but also helps to improve production efficiency and reduce overall costs.
In contrast, the key links in the OLED TV industry chain, such as panel manufacturing, are still monopolized by Samsung, LG and other Korean companies. This undoubtedly increases the supply risk and cost pressure of OLED TVs.
Chinese companies also have an advantage in the application scenarios of Mini LED TVs. In addition to home TVs, Mini LED display technology can also be widely used in many fields such as commercial displays, digital signage, and virtual shooting. OLED TVs are currently mainly limited to the home TV market.
With the dual advantages of the industrial chain and application scenarios, the pace of development of Chinese enterprises in the field of Mini LED TV will be further accelerated. According to relevant data, Mini LED TV shipments will exceed 5 million units in 2023, a year-on-year increase of more than 50%. OLED TV shipments are only about 4 million units, and the growth rate is slowing down.
In the face of the strong impact of Mini LED TVs, the market share of OLED TVs is declining year by year. According to Aowei cloud network data, in 2022, the share of OLED TVs in the high-end TV market above 65 inches has fallen from 60% in 2021 to 53%. The market share of Mini LED TVs has climbed from 20% to 33%.
The main reason for the decline in market share is still due to the high cost of OLED TV. Take 65 inches as an example, the average price of OLED TVs is more than 20,000 yuan, while Mini LED TVs of the same size only cost more than 10,000 yuan. In the case that consumers' expectations for high-end TVs are around 15,000 yuan, the high price of OLED TVs is undoubtedly being marginalized.
In addition to the high cost, the lack of technological innovation of OLED TVs is also an important reason for the decline in its market share. Since its advent in 2013, OLEDThe display technology of TV has not made substantial breakthroughs, and there are still shortcomings such as aging of organic substances and lack of brightness. Mini LED backlight technology has been iterative, and key indicators such as zoning control and light output are constantly improving.