In recent years, the competition among OLED TVs, laser TVs, and quantum dot (QD) TVs has intensified. While QD TVs have experienced rapid growth, OLED TVs have remained relatively quiet, raising doubts about their future in the market. The buzz around OLED TVs seems to be fading, but there are signs that they might be on the rise again.
According to data from Ove Cloud Network, in the first half of 2017, the penetration rate of OLED TVs was 0.2%, up by 0.1% year-on-year. Meanwhile, QD TVs reached a penetration rate of 1.7%, an increase of 0.7%. Laser TVs, though still niche, saw a 0.07 percentage point rise. In the domestic offline market, QD TVs sold over 105,000 units with an average price of 12,747 yuan, while OLED TVs sold 23,000 units at an average price of 17,037 yuan. Although the sales gap has narrowed from seven times last year to more than four times, it's clear that QD TVs still lead the market.
Despite the high prices, OLED TV sales have been growing rapidly, showing potential for catching up. However, it's too early to say which technology will dominate. OLED TVs are entering a development phase as companies accelerate their deployment of the technology, signaling a shift in the market landscape.
One of the main challenges for OLED TVs is their high price. According to home appliance industry expert Liu Buchen, the average price of an OLED TV is 2-3 times that of an LCD of the same size, making it less appealing to many consumers. This high cost is linked to limited production capacity of OLED panels, which restricts supply and keeps prices elevated.
However, this situation is changing. LG Display is set to launch its first overseas OLED production line in the first half of 2019, while Chinese panel giants like BOE and China Star are also investing heavily in OLED technology. Experts predict that by 2020, production capacity will increase significantly, leading to a drop in prices and greater consumer adoption.
The number of companies involved in OLED technology is also growing. Major brands such as Skyworth, LG, Sony, Konka, and Philips have all joined the OLED movement. With continuous technological advancements, new product varieties are emerging, including transparent OLED TVs, curved screens, and even wallpaper-style displays. These innovations are driving interest and creating a booming market.
In the Chinese market, OLED TV sales surged by 103% year-on-year in the first half of 2017, with some companies reporting even higher growth rates. Globally, OLED TVs are gaining traction, especially in high-end markets in North America and Europe. In the U.S., OLED TVs held 68% of the 65-inch premium market, while in Europe, the share reached 55%.
Europe, known for its high standards and demand for quality, has embraced OLED TVs, indicating strong market potential. As prices continue to fall and consumer awareness grows, OLED TVs are expected to become more mainstream.
Industry experts believe that with rising incomes and increasing demand for innovative products, the Chinese market will play a key role in the future of OLED TVs. The market outlook is promising, and the trend toward OLED is likely to continue.
In conclusion, while QD TVs currently hold the lead, OLED TVs are showing strong signs of recovery. With falling prices and expanding production, the future of OLED TVs looks bright. Whether they can fully surpass QD TVs remains to be seen, but the path is clear. Time will tell which technology will ultimately win the next-generation display battle.
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