Japanese household appliances accelerate the rejection of LCD "burden"

Although the Chinese and South Korean companies have been strongly blocked in the low-end market in recent years, Japanese TV companies are still the pilots of color TV display technology. However, with the advent of the new display technology OLED, Japanese companies that have been relying on LCDs to quickly take the world away have quickly gone down to the altar.

This week, Sony and Sharp have announced their latest financial reports. Sony's third fiscal quarter financial report shows that although its TV business has shown signs of recovery, its sales volume has been reduced accordingly. Sharp, known as the "father of LCD," is deeply immersed in the acquisition. Following the Japanese semi-official agency INCJ actively involved in Sharp mergers and acquisitions, on January 30, Hon Hai Chairman Gou Ting went to Japan to negotiate with Sharp, and raised the purchase price of up to 5.4 billion US dollars.

According to Liang Zhenpeng, an observer of the household appliance industry, in the past two years, the decline in the sales volume and average price of color TV products has become an industry problem, not only in the Chinese market, but also in Japan, Europe and the United States, and the greater the losses, the more Sharp, Toshiba and Panasonic. Both are important reasons for large-scale withdrawal of the international color TV market.

At present, the era of LCD TV has entered a stock phase, the technology has encountered bottlenecks, and the market is almost saturated. Although a variety of LCD optimization technologies have emerged, they have not been able to expand even more market space. At the same time, a new generation of display technology - OLED began to enter the period of rapid development, and completely changed the display technology of the LCD era. OLED has opened up new growth points for stagnant TV market. After the transition from the CRT era to the LCD era, the television industry is transitioning from the LCD era to OLED.

According to the forecast data released by AVC, the global OLED organic TV shipments will continue to increase sharply in 2015-2018, and will increase from 400,000 units to 1.3 million units in 2016 alone, the largest increase. . Among them, the performance of the Chinese market is particularly prominent. Both 2016 and 2017 will continue to maintain a 400% growth rate.

As an important promoter of OLED technology, LG Display also stated that OLED is a new driving force for future development. At present, the company has shifted its investment focus to OLED. In terms of large-scale OLED panel planning, 2016 will reach the annual supply of 1 million pieces, and in 2017 it will be able to reach 2.5 million pieces to meet the global market demand. At present, LG Electronics, Skyworth, Konka, Changhong and other color TV industry have begun to actively layout the OLED industry, with the expansion of the OLED industry chain camp, OLED's growth space and speed will be further improved.

Some industry insiders believe that in the overall cooler home appliance industry, in addition to exploring a larger market space, the trend of consumer upgrading is also irreversible, the scale of high-end consumer groups is gradually expanding, consumers are increasingly willing to those brands Products with higher reputation, better quality and use experience, and better service will be paid for.

According to statistics from AVC, the high-end TV sales volume in China's color TV market reached 1 million units in 2015, accounting for 1/4 of global high-end TV sales. In the incremental market created by OLED organic television, the high-end TV market is also the most concerned section. Lu Xiangde, the LG Display OLED Business Minister, once stated that Chinese consumers have strong ability to accept high-end products, and any new products launched will take the lead in considering the Chinese market. This explains the reason why OLED organic TV sales have risen sharply in the Chinese market.

Liang Zhenpeng said that the current price of OLED TVs has fallen far short of the price of high-end 4K LCD TVs and has completely changed the established impression of “highly unreachable” before. It will inevitably enter the commercial production stage within three to five years. At this time, if a company takes over the liquid crystal panel production line with a huge loss, it will bear a heavy burden.