OLED has to take off, three major disputes must be resolved

Recently, domestic color TV manufacturers have frequently operated in the field of OLED TV. Konka and Skyworth have launched 4K OLED TV products, and Changhong's OLED products are also coming soon. At the same time, OLED technology, the world's first LG Display for mass production of OLED TV panels, also hopes to achieve "the expansion of the OLED market camp" in China, the world's largest TV market.

On September 16th, led by China Electronics Video Industry Association, LG Display (hereinafter referred to as "LGD") combined with LG Electronics, Skyworth, Konka, Changhong, Haier, Suning, Gome and other nearly 30 upstream and downstream industrial chain of color TV industry And research institutions, jointly established the China OLED display industry alliance to accelerate the popularization of OLED TV.

The camp continues to expand, and the OLED era opens.

The OLED Organic TV Summit has brought together the core strength of the Chinese TV industry. LG Display's strategic partners were all present. In addition to LG Electronics, Skyworth, Konka and Changhong, which have already joined the OLED organic TV camp in the early days, other TV manufacturers such as Haier and TPV, which are in the Chinese market, also sent high-level representatives to attend the event. According to research data released by the authoritative research organization DisplaySearch in the first quarter of this year, the TV manufacturers participating in the event have a market share of 50% and have half of the market share. In addition, Suning and Gome, two domestic distribution stores, also helped OLED platforms. Each of them operates more than 3,000 stores and has a huge influence in the industry. As a result, the OLED camp achieved strategic expansion and received full support from the mainstream forces in the market. Display Search data shows that by 2018, the domestic OLED TV market will grow at a rate of about 80% per year.

The Chinese market is the world's largest TV market, and Chinese consumers are absorbing new technologies quickly. The high-end TV market such as 3D TV and 4K TV is expanding at an annual rate of 30%. The success of new products in the Chinese market is of vital importance.

LG Display OLED Business Director Lu Xiangde said at the meeting: "OLED is a new driving force for the future development of the display industry. It has the potential to change the display industry. It has the right to speak in the large-scale high-end TV market. The small and medium-sized market will focus on the development of plasticity (PlasTIc). OLED consolidates the first position in the wearable display market and leads the automotive display market. LG Display will do its utmost to cooperate with customer manufacturers, distributors, industry associations and authoritative experts to achieve market and customer expectations and ensure OLED organic TV in the Chinese market. The success."

The Chinese market is the key to the success of OLED

Yesterday, Professor Deng Qingyun, the father of OLED, said in an interview with the author that because of the self-illuminating characteristics, OLEDs can eliminate backlights and other accessories compared to LCD liquid crystals, and are therefore more competitive in manufacturing. At the same time, OLED is a new generation of display technology based on the advantages of folding, wearable and transparent.

LG Display has put a "chip" on OLED technology. Last month, LG Display just announced that it will invest 10 trillion won in the next three years to focus on OLED field. This investment will be used in large-size OLED, flexible OLED and other fields. To develop markets in the fields of digital signage and car. In addition, some will be used to improve the performance of LCD products such as UHDTV, IT and Mobile. At the IFA show in Germany earlier this month, LG DisplayCEO Han Xiangfan also emphasized in the opening keynote speech that “OLED is a display technology that turns dreams into reality”, which shows its determination.

As China is the world's largest TV market, Chinese consumers are absorbing the rapid growth of new technologies. The high-end TV market such as 3D TV and 4K TV is expanding at an annual rate of 30%. The acceptance of OLED in the Chinese market is crucial. To this end, following the IPS hard screen in 2008 and the 3D in 2010, LGDisplay once again led the launch of joint promotion activities across the industry.

According to the “road map” introduced by LG DisplayOLED business minister Lu Xiangde, while having the right to speak in the large-scale high-end TV market, the small and medium-sized market will focus on developing the first position of plastic OLED to consolidate the wearable display market, and will also lead the automotive display market. He declared that "LGDisplay will do its utmost to ensure the success of OLED organic TV in the Chinese market."

Lu Xiangde also introduced that LG Display will actively integrate the industrial chain and promote technological innovation of OLED products to meet the increasing market demand. On the same day, many OLED technology applications were displayed, including 55-inch OLED wallpaper TVs that can be absorbed by magnets, thickness less than 1mm, plastic OLEDs for smart watches, curved OLEDs with curvature up to 500R, and so on.

OLED TV faces three major controversies

Color TV manufacturers participating in the OLED Alliance have already occupied half of the market, but Samsung, TCL, Hisense and other large Chinese and foreign color TV giants have not joined the alliance. At present, the controversy over the popularization of OLED TV mainly comes from three aspects: product, capacity and industrial safety. Can this newly established industry alliance resolve these three major problems in the future?

OLED TV PK curved LCD

OLED TV is regarded as the next generation technology. Because it is self-illuminating, black can achieve pure black, have higher contrast than LCD (liquid crystal) TV; the color is more dazzling; the viewing angle is wider; it is also lighter and thinner; It is foldable and bendable. The author saw on the scene that LGD exhibited a wall-mounted OLED TV as thin as 0.97 mm, which can be attached to the wall with magnets; a 5.98-inch OLED transparent display and mirror display, and a commercial OLED double-sided display.

Yang Dongwen, president of Skyworth, OLED TV, believes that OLED can achieve large size from a small size, from a mobile phone screen to more than 100 inches of TV screen, plus high contrast, fast response, wide range of applications, can roll, OLED There is a market in the future.

However, OLED TV has also been pointed out by Hisense that it has residual effects, short life, high power consumption, and low brightness. Moreover, 4K LCD TVs have begun to spread, and OLED TV panels are currently capable of mass production of 2K products. In addition, OLED TV prices are much higher than LCD TVs, and Hisense also said that LCD TV prices will remain at one-third of OLED TVs in the next five years. According to Wang Yulin, vice president of TCL Multimedia, TCL will launch a curved LED-backlit LCD TV with a thickness of only 5.9 mm in the second half of the year. Through quantum dots, light guides and other technologies, LCD TVs are not much different from OLEDs in color gamut and thickness, and are inexpensive.

Samsung announced the suspension of OLED TV production in 2013. It is clear that TCL, Hisense and Samsung are currently in the same camp.

Wu Zhanghao, head of LGD's OLED TV R&D, told the author that OLED is self-illuminating and has problems such as longevity and residual image. However, LGD has a product benchmark, and OLED TV has no problem in normal use. "Our customers include Japanese companies. They are very demanding. Like Panasonic, OLED TV screens have already passed the requirements of Panasonic. We will continue to work hard on materials, R&D, etc., and there will be no problem in commercial display in the future."

Known as "the father of OLED", Hong Kong University of Science and Technology and Professor of the University of Rochester, Deng Qingyun, told this reporter that the US Energy Star website compares the power consumption of various TVs. LCD consumes less power than OLED TVs, but long-term There is not much difference in use. Moreover, high-end LCD TVs, where the local backlight is darkened, will also increase power consumption, and high-end LCD TVs consume more power than OLED TVs.

Deng Qingyun said that OLEDs, like PDPs (plasma), have a residual image if they are placed on the screen for a long time, but this problem is constantly being solved. In terms of life cycle, OLED TV can be used for 5 to 10 years if it is watched for several hours every day. "We are also seeking breakthroughs in scientific research. One is to extend the life cycle of materials; the other is to use compensation algorithms to solve them." He stressed, "This is not a core issue. The core issue is how OLEDs can improve yield and reduce costs. Good popularity."

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