As the world's largest color TV brand, Samsung has the same dominance in the TV market as in the mobile phone market. Of course, the challenger is not without it. In addition to Chinese brands, the biggest competitor is LG from South Korea.
LG's industrial layout is similar to Samsung's, and it has formed a positive competitive relationship with Samsung in the fields of panels, mobile phones, and TVs. But apart from the panel area, the gap between LG and Samsung is still very obvious.
The mobile phone business LG is on the verge of delisting in the Chinese market, the global market is also hard to find in the rankings of major institutions, and Samsung is firmly on the top of the world; the TV business LG is relatively better, but it is still difficult to beat Samsung, the global leader , Ranked second in the long run.
But obviously, LG is not willing to be suppressed by Samsung, trying to surpass Samsung in the iterator period of new display technology, OLED is LG's breakthrough.
Now, LG is full of confidence in OLED. On the one hand, the OLED camp is expanding. Color TV companies that have launched OLED TV products include Skyworth, Changhong, Konka, Sony, Philips, etc. On the other hand, OLED production capacity and yield are also increasing, and shipments are doubling.
Nail Technology noted that data showed that global OLED TV sales were 1.7 million units in 2017. IHS predicts that OLED TVs will grow at a rate of more than 100% each year from 2018. Li Tinghan, vice president of global marketing at LG Display, predicts that global sales of OLED TVs will reach 2.8 million units in 2018 and 6.5 million units by 2020.
LG's confidence burst, saying that this year OLED TVs will replace LCD TVs to occupy the high-end market, and the market even reports that Samsung will also launch large-size OLED TVs.
However, LG ’s optimism may not last long. After all, the strong competitor Samsung still rejects large-size OLED TVs.
Nail Technology has noticed that Samsung officials have once again stated that Samsung has no recent plans to produce OLED TVs, and will continue to adhere to the dual-regulation strategy, that is, to jointly develop QD-OLED technology and Micro-LED technology.
Without the support of Samsung, the world's largest color TV manufacturer, LG's push for OLED will become an important option in the high-end market, but it will not form a unified market position like LCD.
In fact, to speak of the power of unity, Samsung ’s quantum dot camp is even more powerful. Nail Technology noted that at present, the core strength of the quantum dot camp includes two Chinese giants, Hisense and TCL, in addition to Samsung. You should know that Samsung, Hisense, and TCL are the top 5 global color TV shipment giants.
In addition, the OLED TV market is indeed expanding, but this is the result of the joint efforts of the entire OLED camp. LG itself may not be the biggest beneficiary in the TV market. From the data point of view, in the Chinese market, the world's largest TV market, Skyworth is actually a bigger beneficiary. ? According to Aowei Cloud's monthly monitoring data from January to December 2017, Skyworth OLED TV sales accounted for 46.0% of OLED sales in the Chinese market, ranking first, followed by LG and Sony, of which LG sales It accounts for 16% and Sony accounts for 14.9%. The Skyworth family probably accounts for half of the OLED TV market.
In addition, many people just saw the high growth rate of OLED TVs, but did not see the very small base of OLED TVs behind the high growth rate. According to data from Aoweiyun.com, color TV sales in the first quarter of 2018 were 12.15 million units, of which OLED TV sales were 29,000 units. In 2017, the total sales of color TVs were 47.52 million units, of which 113,000 were OLED TV sales. From the perspective of proportion, the market share of OLED is only a little more than 0.2%.
Samsung, who insists on not pushing OLED, is not difficult to understand the continued suppression of LG. Major General Ding, an observer of Sankei and founder of Nail Technology, believes that on the one hand, for Samsung, LCD and LCD upgrade technology still has a lasting vitality, and the inherent interest pattern should not be easily broken; on the other hand, Samsung is in display technology In terms of its own strategic planning, it is impossible to give up the technological leadership of the industry to the main competitors.
It is foreseeable that OLED TVs will still grow at a high speed and occupy a place in the high-end market, but lack of core players like Samsung, LG wants to use OLED to achieve strong control of the TV industry, and even break Samsung ’s leading position, which is unrealistic.
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