Confirmed that Peng Jianfeng, deputy secretary general of China Electronics Video Industry Association, said at the beginning of the year that "2016 will be the first year of OLED promotion." This year's OLED field layout can be described as frequent, and has developed in all aspects. In just one year, OLED has quickly changed from a new panel technology to a mature posture and has reached the eyes of consumers. At the same time, we boldly predicted that "2017 will usher in the first year of OLED outbreak."
a dark horse in the market"Our screen is 30% wider than the gamut of friends." In general, if you see this in the new mobile phone conference, it means that this new product uses an OLED screen.
Now, OLED has repeatedly reported on the news, in addition to the use of such screens because more and more domestic mobile phones, but also because Taiwanese analyst Guo Mingxi, who often predicts Apple's new products, said that the iPhone8 will use OLED screens. This broke the news no doubt in the mobile phone industry this pool stirred up no small waves.
According to the evaluation, as the 10th anniversary of the iPhone in 2017, the iPhone 8 is highly likely to adopt OLED panels. As the leading company in the trend of 3C industry change, Apple's adoption of OLED panel is undoubtedly the recognition of OLED technology, which is expected to become a milestone in the history of display panel. We believe that the industrialization process of OLED will be further driven by Apple. accelerate. At present, the turning point of OLED industrialization has emerged, and the large-scale replacement wave of OLEDs for LCM is about to open.
The industry is generally optimistic about the dark horse of OLED. In the "2016 China OLED Display Industry Summit" held on December 14, the participating organizations believed that OLED will usher in the first industry explosion point around 2017, and its market share Expected to increase to 5% to 8%. According to data from the research institute IHS, by 2018, China's OLED TV market share will be stable at around 20%. By then, China will become the world's largest OLED market.
OLED technology is maturingOLED is called “Fantasy Display†by the industry because of its unique advantages, and it is also recognized as the next-generation display development direction. Compared to the widely used LCD screens today, OLEDs can be made thinner because the pixels themselves can emit light. The OLED core material is a solid thin flexible organic material with a very thin thickness. With the Flexible Substrate and the cover plate, an OLED flexible display capable of exhibiting various curved shapes can be manufactured.
Liu Weizhi, vice president of Skyworth Group and president of Skyworth RGB Electronics Co., Ltd., said that in the future, the TV in the home can be hung on the wall like a mural. In terms of flexible display, whether it is a small-sized smart device or a large-size TV, OLED The convenience and portability brought about by physical characteristics are unmatched by any display device in the past.
At the "2016 China OLED Display Industry Summit" held recently, the reporter saw that domestic and foreign leading companies including Skyworth, Shenzhen Konka, Sichuan Changhong, LG, etc. all launched OLED TVs and replaced them as 2017. The mainstream products of the LCD high-end market. Similar to LG, Skyworth also plans to launch a flexible OLED "wallpaper TV" around the National Day next year.
Liu Yuzhi told reporters that from 1979 to 2016, the 27-year precipitation made the OLED technology mature, and the stability and uniformity were higher than the existing display products. The service life problem that has been widely criticized has also been obtained. solve. "In the display industry, the last slogan is the revolution from CRT to LCD. Now the development of OLED is very similar to the initial stage of LCD replacing CRT."
From the point of view of product application, LCD applications began to infiltrate from everyday electronic devices such as watches. Similarly, OLED has also been applied to smart watches, wearable devices and other fields. At this year's IFA show in Germany, the number of companies displaying OLED products increased from five last year to nine, and Skyworth, Changhong, Panasonic and LG Electronics of Korea participated. “In particular, Japanese and European brands that focus on product parameters have joined the camp. It is expected that there will be more OLED products in CES in 2017,†said Lv Xiangde, president of LGDisplay.
In addition, an important price signal is: 3 years ago, the price of 55-inch OLED TV is 14,000 US dollars, this year's 55-inch 4K OLED TV price is only 14,000 yuan, only about 1 / 7 of the original. This is an important sign that large-size OLEDs are about to "fly into the homes of ordinary people."
“LCD has experienced rapid growth in the decade from 2004 to 2014, and has entered the platform period. Next, OLED products will enter the fast growth channel.†Zeng Hui, general manager of Changhong Multimedia Product Planning, told reporters that Changhong’s product layout in 2017 Lieutenant will increase the OLED segment, including both domestic and commercial areas. In addition to the introduction of high-end flagship OLED products, the home part will also introduce OLED popular products.
Liu Yuzhi told reporters that OLED is expected to usher in the first outbreak point in 2017. At present, the price difference between the 55-inch and 65-inch OLED and LCD high-end products is about 2 times. It is expected that the price gap of the “May 1st†will be reduced to 1.5 times next year. Once the price difference is reduced to 1.25 times, OLED will enter the rapid popularization stage. It will be realized by the end of 2017 to the beginning of 2018.
Industry chain synergyIn addition to the popularity of the consumer side, the OLED industry chain is also maturing. In terms of production line construction, LGDisplay, BOE, Huaxing Optoelectronics, Sharp, etc. have joined the OLED construction camp, and the investment is at the level of 100 billion.
In November of this year, Skyworth teamed up with BOE and Haisi to launch “China's first independent OLED TVâ€, using OLED screen independently developed by BOE. In the first half of this year, BOE invested 46.5 billion yuan in Mianyang, Sichuan to establish the 6th generation AMOLED production line. In addition, BOE has the 5.5-generation production line of Ordos and the two 6-generation lines of Chengdu. According to Wang Wei, general manager of BOMO's CSMO operations planning, Mianyang and Chengdu will become the manufacturing base of flexible display industry in the future, and the company will be more committed to the development of flexible display technology.
Liu Yuzhi told reporters that Skyworth will launch domestically produced OLED TVs in the middle of next year. Although the shipments will not be large due to yield and production constraints, don't underestimate this action. It is expected that this will greatly promote the entire OLED industry in China. development of.
"In the past, in the field of LCD display, domestic flat panel display manufacturers have been in a catch-up position; in the field of OLED, we are basically at the same starting line with international manufacturers." Liu Weizhi revealed that Skyworth is seeking a good cooperation mode in the OLED panel industry. It is also not possible to exclude the possibility of entering the OLED panel industry.
At the same time as the rise of OLEDs, the adjustment of the production strategy of LCD panel manufacturers has also brought about a unilateral rise in LCD. According to data from Ovi Cloud, global TV panel shipments decreased by 5% from January to October 2016, resulting in a price increase of almost 50% for full-size LCD panels from April 2016 to the present. Further motivated terminal manufacturers to enable OLED kinetic energy.
It is worth noting that Apple, which is the indicator of the industry, is also a fan of OLED. It is said that Apple has reached an agreement with Samsung to supply OLED screens in 2017. Industry insiders interviewed by reporters said that if OLED is adopted by iPhone8, then the popularity of OLED will be qualitatively improved. In addition, the flexible features of OLEDs provide a larger imagination for future B2B applications, including smart car displays.
At the same time of industrial development, the policy and standard environment for OLED development are also becoming more and more perfect. The National Development and Reform Commission and the Ministry of Industry and Information Technology have clearly stated in the "Notice on Implementing Major Engineering Packages for Manufacturing Upgrades" that key development technologies such as low-temperature polysilicon (LTPS), oxide (Oxide), and organic light-emitting semiconductor display (AMOLED) should be developed. , build high-generation production lines and so on. The "General Requirements for Organic Light-Emitting Diode (OLED) TVs" and "Measurement Methods for Organic Light-Emitting Diode (OLED) TVs" developed by the China Electronics Video Industry Association Standards Committee were officially released.
Once the application is popular, OLED will also support the new incremental market brought about by the changes in the industrial chain technology, including OLED organic materials, flexible substrates and covers, driver ICs, water vapor barrier films, 3D glass, high-precision metal masks.
Reduce costs and speed up the layoutAs the best screen technology at present, all companies are eyeing OLEDs. From the perspective of layout speed, many companies have significantly accelerated the layout of the OLED industry. Panel manufacturers in mainland China and Taiwan have begun to curb investment in LCD production lines and switch to OLED panel production. Among them, Hehui Optoelectronics, Innolux Technology, Hon Hai Department Sharp, Tianma, Xinli, AUO, BOE have invested in OLED panel production lines. Among the foreign manufacturers, LG Electronics, Panasonic, and Philips have also entered the production and sales of OLED TVs. In 2016, both upstream and downstream, OLEDs showed explosive growth.
In China, the development of OLED has also ushered in an important breakthrough this year. On November 16, Skyworth and BOE and Haisi released the first independent research and development of OLED TV in China, marking that China's OLED TV industry has taken the lead in forming a complete industrial chain layout. In the display industry, its panel technology has been dominated by Japanese companies, but now in the layout of OLED panels, China has been ahead of Japan and is at the forefront of the world.
This year, the expansion of production by various panel makers in China is in full swing, and the investment in the high-generation production line is very enthusiastic. From the current global production line layout, there will be four 10 generations or more in the world in 2020, and several super high generation lines are being planned. The construction of a series of high-generation lines also lays a solid foundation for the future development of OLED.
According to industry insiders, due to the structural characteristics of OLEDs, the cost of raw materials used is relatively small, making it easy to achieve large-area, low-cost preparation. The main reason for the current high OLED price is the low efficiency of the glass substrate. If the OLED panel is produced in the 10th generation line, the manufacturing cost will be reduced by 35%. With the completion of the construction of the high-generation industrial line, the maturity of the industrial line, and the sharp increase in production, the price concerns of consumers will also be greatly reduced in the near future.
Technical bottleneck is perfectPicture quality is the basic requirement of the panel. At this point, OLED has absolute superiority. Due to its self-illuminating properties, the black level is perfect, and the contrast can reach “extremely blackâ€: 1. A more accurate reduction can be achieved in the color of the picture. Its large wide-screen viewing angle, ultra-fast response speed, and light and flexible shape characteristics make it called "future display", which is expected by the industry.
Although the industry favors OLEDs, there are still many stereotypes questioning the lifetime and yield of OLEDs. At the beginning of this month, LGDisplay said that the yield of the 55-inch full HD OLED TV panel has exceeded 80%, and the 4K ultra-high-definition OLED panel has also reached 80%, which has no gap with the LCD panel. At this point, the yield rate has completely failed to be the reason for its attack.
In addition, the long-standing OLED lifetime and afterimage problems have been solved before the full marketization. At present, the life of OLED products can be guaranteed to be more than 50,000 hours. If you watch 8 hours a day, you can use it for more than 17 years. Through image quality improvement algorithms and improved component characteristics, 10,000 hours of image sticking can be guaranteed.
As various problems are resolved and the criticism disappears, the cost advantage of mass-produced OLEDs will gradually emerge.
Blu-ray health black technologyRecently, the news that "three years and a half will explode blindness symptoms" is circulating in the world. Although its scientific nature is yet to be verified, it reflects the public's concern about the danger of blue light. High-energy short-wave blue light, which is harmful to vision and the biological clock, is ubiquitous in LED light. Prolonged exposure to the LED screen can easily cause vision loss and insomnia. At a time when liquid crystal panels have been widely used, medical people have expressed concern about the characteristics of liquid crystals.
In fact, in addition to home appliances and IT, OLED screens are also concerned by the medical field. The promotion of OLED is also the gospel of medical health. Compared with LED light, the light returning to the "self-illuminating" OLED screen is closer to natural light, and the blue light can be controlled within a healthy and natural range. As a wide-ranging panel material, it is healthier and more assured to consumers.
State-level testing agency Tairuite has released the Blue Sky test report of the Skyworth 55S9D. The report shows that this OLED TV shows that the radiance value of the blue light hazard is only 0.1441W? M-2? Sr-1, much lower than 100W? M-2? The non-hazard rating standard for sr-1. At the same time, Tairuite big data shows that the blue light radiation of Skyworth OLED TV is about 77% lower than the average value of LCD TV, and its anti-blue light performance is very good. Nowadays, OLED technology has been widely used as a baby lamp and a student eye lamp, and the popularity of various sizes of screens is also expected.
The data shows that the LCD TV market has been relatively saturated in recent years, and its average annual growth rate from 2014 to 2020 is only 1.4%. In the difficult market of LCD panel market, OLED as the new panel technology with the most development space has become the choice of many enterprises to jump out of the LCD circle. Nowadays, "2016 becomes the first year of OLED promotion" predictions come true. At the OLED display industry summit in 2016, LGDisplay president Lu Xiangde also predicted the development of OLED in the coming year. "2017 will be the turning point of the global OLED market growth. "Whether this forecast can come true, it will also be well received by the industry."
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