QLED sales continue to grow steadily and technology level differences determine QLED's first popularity

The battle for color TV technology around color expression is flourishing. At the beginning of 2018, 55-inch OLED TVs broke the ultra-low price of 6,999 yuan; at the same time, key components of QLED products also showed a downward trend in prices. In the context of the difficulty of expanding OLED supply, QLED is likely to seize the opportunity of price and scale advantages in 2018.

QLED sales continued to grow steadily

In 2017, the sales volume of QLED in the domestic market stood at the million mark for the first time. The scale of 1.1 million units not only accounts for 2.5% of the structure in the color TV market, but also achieves an annual increase of 95%.

The industry predicts that in the context of the declining cost of QLED quantum film products, the growth rate of QLED products in 2018 is likely to reach a new high, and the market is expected to be between 2 and 2.5 million units for the whole year. This value is expected to reach 3.2 million units in 2019. At the same time, the market sales ratio between QLED and OLED TVs will also expand again from 2016 to early 2017. The market gap has grown from a minimum of 3 times to a direction of 5 times.

The reason for the growth of QLED TV sales mainly comes from the cost reduction. There are two reasons why QLED TVs cost more than ordinary TVs. The first is that QLED, as a high-end product, has a higher overall configuration cost. The second is that the cost of QLED quantum film has been relatively high, much higher than the traditional phosphor conversion film.

However, since 2017, the price of QLED quantum film has begun to decline. According to some data, the current price of overseas quantum dot films is 80-100 US dollars / square meter, and the unit price of domestic quantum dot films is about 60 US dollars / square meter. Sigmaintell estimates that the cost of quantum membranes will drop by about 20% in 2018, and the proportion of domestic brands purchasing domestic membranes will also increase. Around 2020, the cost of domestically produced diaphragms is eager to drop to $ 20 per square meter-the latter is equivalent to an additional 130 yuan of material cost for a 60-inch LCD TV. Although this cost is still close to the latter two times compared with the traditional phosphor film, the actual product cost has not increased much.

On the other hand, as the price of QLED quantum film drops, more mid-range color TV products will be equipped with quantum dot technology. This will further benefit the growth of QLED TVs in the scale market after three years, and will continue to expand the sales gap between qled TVs and OLED TVs.

Differences in technology levels determine qled's popularity

Unlike the slow adoption of OLED, QLED is showing unprecedented explosiveness. Because, from a technical point of view, the current QLED is still an improved variety of LCD liquid crystal TV.

To be precise, the QLED TVs on the market now mainly remodel the LCD TV backlight to generate white light: traditional LCD TVs use blue LED light source + green and red phosphor film to achieve white light; QLED TVs use blue LED Light source + green and red QLED quantum dot material film to realize white light source. The advantage of using QLED materials instead of phosphors is to "promote 30% of the color width", because after QLED converts blue light waves to red and green, the wavelength distribution of red and green is more concentrated.

This shows that today's QLED TV inherits the entire industrial system of LCD TV. Its new technology is mainly how to prepare QLED materials, and use QLED to replace the phosphor in the traditional conversion film.

In comparison, OLED TV is a brand new display technology different from LCD. What the two have in common is mainly the front-end process such as TFT. On the back end, OLED does not need the structure of the backlight module, but also needs to adopt new technology to realize the dot matrix film formation of new materials. Obviously, as an entirely new technology, OLED needs more industrial innovation. This also led to OLED production capacity expansion and technological maturity speed is far inferior to QLED products.

However, as a new technology, OLED not only has the advantages of color to liquid crystal products, but also has the advantages of contrast, ultra-thin, flexibility and response speed. The latter is unmatched by the current QLED TV. That is to say, QLED uses less effect progress and less technological change demand, and realizes a faster product popularization speed.

The post-QLED era has begun, new technologies are coming

Of course, the popularity of QLED TV as an iterative and iterative product of LCD is not the end of the LCD technology market. While realizing the great development of QLED technology, in the second half of 2018, LCD products are eager to enter the era of mini-led backlight.

A few days ago, it was reported that Huawei, OPPO and Xiaomi plan to launch LCD mobile phone products with mini LED backlight panels in the second half of 2018. The main reason is the insufficient supply of OLED panels.

Mini-led technology refers to the replacement of LED particles in the current millimeter and sub-millimeter levels with 100-micron-level LED particles as the core component of LCD backlights. The smaller LED crystal particles make the backlight source have to integrate more particle crystals to achieve sufficient brightness. And more LED particle crystals can realize more precise HDR brightness adjustment in the backlight source.

High dynamic range image (High-Dynamic Range, referred to as HDR), compared to ordinary images and videos, can provide more dynamic range and image details. The industry believes that combined with qled technology, mini LED backlight can allow LCD TVs to maintain the same level of color and dynamic contrast HDR adjustments as OLED TVs. Mini LED backlight products are currently the most popular frontier research direction in improving the effects of liquid crystal display technology, and are also one of the future demand growth points for the LED industry.

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