Skyworth OLED TV, can bring a new revolution in the 4K era?

On the afternoon of August 16, Skyworth opened for the first time to some media to visit its OLED TV production line in Shenzhen Shiyan Industrial Park. This shows that Skyworth already has the ability to produce OLED TVs on a scale, and is the first in the world to achieve mass production of 4K (ultra-high definition) OLED TVs.



OLED panel yield increase

The increase in the yield of OLED TV panels is a prerequisite for the reactivation of the OLED TV market. At present, South Korea's LG Display (LGD) is the only global supplier of OLED TV panels.

Xiao Xiaojun, Executive Vice President and Marketing Director of Skyworth Marketing, revealed to reporters that LGD is a strategic partner of Skyworth. The yield of 2D (High Definition) OLED TV panels from LGD has now reached 90%, and the yield rate of 4K OLED TV panels is expected to increase next year. It will reach 85%, so the era of OLED TV is approaching.

In terms of display technology, OLED TVs have a revolutionary improvement in contrast, color gamut, response speed, and viewing angle compared with the current market mainstream LED-backlit LCD TVs. Considered the next generation of display technology.

At the end of 2013, Skyworth, LG and other companies have already launched OLED TVs in the domestic market, but they were all 2K products and they were expensive. At the same time, in order to prevent OLED TV offensive, LED-backlit LCD TVs are constantly introducing new technologies, new technologies and concepts such as 4K, quantum dots, and curved surfaces emerge in an endless stream, and efforts are being made to narrow the gap with OLED TVs in the color gamut, and the price is cheap. Far above OLED TVs.

However, after more than a year of OLED TVs, in August this year ushered in a new turnaround. On August 14th, Kondan's newest president, Liu Dan, announced in advance in the WeChat circle of friends that Konka's 55-inch 2K curved OLED TV was priced at 12,999 yuan. Yang Xiaojun revealed that Skyworth’s 55-inch 2K flat-panel OLED TVs will be priced at RMB 1,199, while last year’s price was RMB 39,999.



Choi Power Plant Builds "Moat"

The “cross-border” continues to release new TV brands, and also forced the color power plant to accelerate hardware upgrades to build a “moat”.

Recently, the "cross-border" of micro whale, Youku Tudou and others have released new Internet brand televisions at low prices. Yang Xiaojun expects that new entrants will not launch OLED TVs within two to three years due to the cost of acquiring users.

In contrast, Skyworth TV is the first mass-produced 4K OLED TV, including not only mainstream sizes such as 55-inch and 65-inch, but also will cover full-size, full-series products in the future.



According to Bai Wei, assistant president and product director of Skyworth Group's color TV division, in addition to high contrast, OLEDs can be made even thinner. Now that the thickness of OLED TVs is only 4.9 millimeters, wall-mounted TVs can be launched next year. In the future, curly TVs can also appear.

Bai said that Skyworth's 4K OLED TV also incorporates HDR, a new display processing technology. Dolby Vision, developed by Dolby, is a branch of HDR technology that provides greater dynamic range and wider color gamut. "In the future we will also be the first to introduce Dolby Vision technology."

"This year, the domestic color TV industry is in a bad situation." Yang Xiaojun frankly stated that domestic sales of TVs in one year will be 42-45 million units. This year, new entrants such as Internet companies and foreign brands will occupy 10 million units, leaving about 32-35 million units left. The competition was intensified by the top six domestic TV companies. The traditional color power plants have all transformed into high-end products to stabilize share, price and profit.

Can curl is the future of OLED

Talking about the sales target of OLED TVs this year, Yang Xiaojun revealed to reporters, “Our OLED TV targets 3-5 million units this year, and the basic target for next year is 200,000 units.”

In fact, even if it compares with the domestic TV market of more than 40 million units a year, even 200,000 units are only a small amount. "Last year, OLED TV was an image product. This year it is a high-end product and it is really sold. This is a fundamental change," Yang Xiaojun said.



The color TV industry has a rule that when the new product is 2-3 times the price of the old product, it will reach the critical point and begin to enter the replacement cycle. Currently, 55-inch 4K LED-backlit LCD TVs, the price of low-end products has fallen below 5,000 yuan, but the price of high-end products is still more than 20,000 yuan when a reporter asked Yang Xiaojun about the price of Skyworth 4K OLED TV, he Replied that the price of the Samsung SUHD TV will be benchmarked. In April of this year, Samsung's 55-inch 4K surface SUHD LCD TV is starting at 24,999 yuan in the Chinese market.

In the future, the greater competitive advantage of OLED TVs may be that they can be curled and folded. LGD has already exhibited samples of OLED "wall mounted TV" this year in South Korea. In the past, auto-illuminated PDP (plasma) TVs withdrew from the stage of history due to closed industrial chains and slow technological progress. To truly win the future, OLED TVs need to adopt an open attitude and promote cooperation in the industrial chain. SKYWIDE, which is aggressive in OLED TVs, also needs to cooperate with its counterparts in the OLED camp in order to jointly develop this new "cake."

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