A small screen is spurring the nerves and market trends of global smart terminal manufacturers. Recently, Apple has madly swept the Samsung OLED screen, and LG Display (LGD) "darkly sent the autumn wave" to check and balance Samsung; another news, Google also wants to invest in LGD to improve its OLED production capacity. While smart phone manufacturers have been wooing Korean panel makers, panel makers in China are also stepping up. In 2016, BOE’s two 6-generation flexible OLED panel production lines invested in Chengdu and Mianyang are expected to be put into production in October this year. After Sharp, Foxconn also began to integrate Sharp's OLED technology.
With the development of technologies such as OLED, VR and iris recognition, the consumer electronics mobile phone field will usher in a new cycle of innovation and change. The screen is an important window for smart terminals. Apple and Samsung's monopoly on the upstream supply chain capacity will cause the newly emerging Chinese smartphone manufacturers to face the crisis of insufficient supply chain capacity, and also cause the upstream industry chain of China's panel makers to face product upgrading. pressure. In the future, China's consumer electronics manufacturing industry needs to gain greater voice, and it is necessary to accelerate the construction of industrial ecology and maximize the synergy of the industry.
Apple Samsung monopolizes OLED screen
As the "wind vane" of the smartphone market, the Apple iPhone 8 will use the rumors of OLED screens to stir the upstream panel industry chain. Recently, Apple first started to be strong, and while almost monopolizing the Samsung OLED production capacity, it also frequently extended an olive branch to LGD and Chinese manufacturers.
According to reports, Apple has placed a large order for Samsung's display panel manufacturer Samsung Display. The two sides signed a two-year, $9 billion small-size OLED panel supply agreement, and Samsung Display will supply 70 million to 92 million small-size OLED panels to Apple this year.
In order to avoid relying too heavily on Samsung, Apple also encouraged another Korean company LGD to mass-produce OLED. It is reported that LGD's sixth-generation OLED production line Gumi E5 plant will be mass-produced in the second half of this year. On June 23, Sharp held a shareholders meeting. Guo Taiming revealed at the shareholders meeting that OLED will be a new direction for Sharp's integration and will ship OLED panels to customers by 2018. In addition, there are also reports that Apple has secretly negotiated OLED cooperation with China's BOE, Huaxing Optoelectronics, Tianma Microelectronics, Hehui Optoelectronics, Kunshan Guoxian and Rouyu Technology.
At the same time as Apple’s “selling goodsâ€, there is news that Google has also begun to get involved in the OLED mobile phone screen industry chain. In order to ensure the stability of Pixel's third-generation mobile phone production capacity, Google is expected to invest in LGD to expand its OLED production capacity.
The so-called OLED, that is, an organic light emitting diode, is also called an Organic Light-EmitTIng Diode (OLED). Compared with the traditional LCD, OLED has the characteristics of light and thin, short response time, high contrast, and wide viewing angle. It is especially suitable for wearable, VR and other devices. The flexible display requirement is an important driving force for OLED to replace LCD. In addition, the decline in the price of OLED products has also accelerated the pace of its large-scale commercial use. In the past two years, OLED has been regarded as the mainstream trend of display technology in the future, and mainstream TV companies at home and abroad have successively launched OLED TV products.
Domestic mobile phones or facing supply chain crisis
Apple's role in the consumer electronics market is clear. The industry generally believes that the first iPhone with an OLED screen will be the flagship version of the "iPhone 8." David Hsieh, senior director of IHS Markit, said: "Apple's adoption of OLED screens will be a milestone in the OLED display industry."
At present, the iPhone 8 has not yet appeared, it has stirred up the global panel industry and the smart phone industry. Apple's right to speak to the upstream and downstream industry chain is evident. As Apple continues to add OLEDs, more and more mobile phone manufacturers have followed suit, trying to break through in the homogenized market. It is reported that Samsung, LG, as well as OPPO, vivo, Lenovo, Huawei and other Chinese smartphone manufacturers have been or are preparing to adopt OLED display in the flagship smartphone. OLED screens are expected to become mainstream in smartphones.
In the short term, Apple's strong control of the OLED upstream supply chain is bound to further affect the mobile phone market. At present, the demand for small-screen OLEDs has doubled, but the production capacity of OLED screens is extremely limited: Samsung monopolizes 95% of the smartphone OLED market, and LG will not begin shipping until 2018; domestic OLEDs are difficult to supply on a large scale in the short term. In the next two years, the contradiction of insufficient OLED supply capacity will become more prominent, which will also affect the shipment capacity of smartphone manufacturers, especially for Chinese manufacturers who have just established themselves in the global market to face the “lack of screen†crisis.
According to market research firm Display Supply Chain Consultants, global demand for OLED panels has soared by 44% this year, while panel supply has only increased by 5% over the same period. Contradictions between supply and demand can be imagined. Based on current orders, Apple and Samsung will consume nearly 68% of OLED screen production capacity in 2017, leaving only about 32% of the remaining capacity to Chinese mobile phone manufacturers.
How do Chinese panel makers overtake?
As a global electronics manufacturing production base, China's world display device manufacturing center is also accelerating its transfer to China. At present, OLED technology is mainly controlled by Japanese and Korean companies, and Chinese panel makers are also catching up. The future OLED market competition will be launched among Chinese, Japanese and Korean manufacturers.
For Chinese panel makers, on the one hand, it is necessary to speed up the adjustment of product layout and expand OLED production capacity. It is reported that BOE, Guoxian Optoelectronics, Tianma, Hehui Optoelectronics, Huizhou Xinli and other manufacturers have accelerated the layout. BOE has invested 100 billion yuan to build two 6-generation AMOLED production plants in Chengdu and Mianyang, Sichuan, and is expected to start production in October this year. By then, BOE is expected to become the second company in the world to mass-produce mobile OLED panels and challenge Samsung's status.
On the other hand, the competition of the global OLED industry is not only the competition between enterprises, but also the overall competition of the industry chain. AMOLED upstream equipment includes TFT (array) equipment, packaging, and modular equipment. Downstream involves the smart terminal market. The back of a screen tests the synergy of the industry chain. It is reported that Huawei, OPPO, and vivo, the three largest domestic mobile phone brands, plan to form an OLED industry alliance and jointly promote localization.
In short, the field of consumer electronics is changing rapidly. When the industry faces the turning point of change, the information manufacturing industry will compete for core technology and industrial chain linkage capabilities.
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