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Company News >> Gold, nine silver and ten sales season Why do TV companies all bet OLED TV?

Nowadays, the sales season of “Golden September and Silver 10” is about to come. The domestic TV companies Hisense, Skyworth, Konka and so on have made OLED TVs, and they are trying their best to debut in the peak season C. Why are they so enthusiastic about OLED TV?


Intense competition in the TV market


According to data released by, domestic TV shipments increased by 3.9% year-on-year in the first half of this year, but sales fell by 2.6%, which is considered to be a fierce price in the domestic TV market. Caused by the war.


In contrast, the rise in global TV panel prices in 2016 led to a rise in global TV prices. In 2017, China’s TV sales decreased by 4.8% year-on-year. Since the second half of last year, the price of global TV panels has declined, driving the price of TV to decline, thus promoting this year. Domestic TV sales in the first half of the year also showed that the price of TV has a great influence on consumers' desire to purchase, highlighting that the increase in domestic TV shipments this year is mainly due to the decline in TV prices.


The fierce price war in the TV industry has led to a sharp decline in the net profit of the industry. The data released by shows that the net profit margin of the domestic TV industry in 2017 was only 1.3%. The top two domestic TVs, TCL mainly relied on the lucrative profits obtained from its panel business to promote the overall profit increase. Hisense's performance in 2017 showed that the net profit attributable to listed companies decreased by 46.45% year-on-year.


In order to promote the growth of performance, the TV industry has embraced the OLED TVs that are now regarded as the future, which will become their inevitable way. After all, compared with the current fiercely competitive LCD TVs, the price of OLED TVs is higher, for larger TVs. Businesses are also more advantageous.


Holding a group to bet OLED TV


From the perspective of the global market, OLED TV has gradually gained recognition in the industry after several years of development. In 2017, OLED TV has occupied more than 50% of the market share in the high-end market, indicating that this technology has basically won this technical direction. .


LGD, which has a market share of more than 90% of TV OLED panels, is also actively promoting the expansion of OLED panel capacity. It is expected that its OLED panel factory in Guangzhou will be put into production next year, and it is expected to nearly double the capacity of OLED TV panels.


Under the gradual clarification of the trend, global TV companies have begun to devote themselves to the embrace of OLED TV, and form an alliance with LGD to ensure the supply of OLED panels. Among China's TV companies, Skyworth is the most active OLED TV. In recent years, Konka and Changhong have also joined. Hisense, one of the top two domestic manufacturers, decided to join the OLED TV camp. The momentum of OLED TV popularization in the domestic market seems to be overwhelming.


Of course, for domestic TV companies, they have to consider the OLED TV camp. As one of the two major domestic TVs, Hisense has no LCD panel factory compared to another giant TCL. It has tried to develop laser TV in order to solve the problem of panel supply, but the biggest weakness of laser TV is during the day. The effect of watching is not good. Now it is clear that joining OLED TV is to hope to gain a leading edge to TCL. In recent years, TCL has surpassed Hisense by virtue of its own panel factory.


For TV companies such as Skyworth, Changhong and Konka, they are now second-tier manufacturers. In the face of the market share advantage of Hisense and TCL, they certainly hope to gain first-mover advantage by betting on new technologies, and even hope to be in the second line. Debut. At the same time, these second-tier manufacturers have been competing with Internet TV companies LeTV and Xiaomi TV, which has forced them to accelerate their transformation and avoid continuing to be challenged by Internet TV companies.


Of course, for these domestic TV companies, they have quickly seized market share from Korean and Japanese manufacturers in the past few years, but they have also suffered from low profits. In the first half of this year, there has been an increase in revenue. The introduction of OLED TVs may help them get rid of this dilemma, and it is obviously appropriate to push OLED TVs during the sales season of “Golden September and Silver 10”.

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