The debate over the "next-generation display technology" and the debate over the "formation" of the screen form are the two main reasons for the differentiation of television vendors' camps in recent years. However, judging from the recent market trends, the confrontation of the "distinctive" camp will come to an end. The game of manufacturers will be more focused on the "display technology" confrontation. Further, curved TVs may appear to be inferior to nail technology because of the following two aspects: 
First, the flat surface price difference narrows.
China’s flat-panel TV consumption has remained stable since 2014 after experiencing high growth for many consecutive years. The price war that has intensified since 2015 will gradually push the flat TV as the mainstream color TV industry to the edge of profit decline. The performance of the Chinese TV market is actually a microcosm of the global market. Some people think that the slump in the color TV industry is in fact the slump in the overall market performance of flat-panel TVs.
After a period of development, curved TVs are precisely at the stage of “strong†approaching the market with a clear purpose: to bring new feelings in new forms and stimulate consumer desires; to obtain high premiums with new technology concepts and to break through the profitability dilemma.
Directly speaking, it is the profit space brought by the price that allows manufacturers to see the hope, but perhaps it is the change in prices that drives surface products to “go down the altarâ€. Observing the market is not difficult to find. Unlike the pricing of two or three million yuan for curved surface products before 2016, the pricing of most curved TVs has fallen sharply in 2017, lingering at a price of RMB 4,000, compared with flat products with similar configurations. The spreads are mostly around a thousand yuan, which has significantly narrowed compared to the previous period.
The narrowing of spreads reflects that most consumers may not buy products for surface products, and there is a gap between the product's market expectations and its imagination. If it meets expectations, the product should at least be able to maintain relative price stability rather than “diving†in order to seek to open sales. Zhong Yikang once predicted that the surface TV sales in the Chinese market will reach 2.3 million units in 2016, and it is expected to exceed 4 million units in 2017. According to the data of China Yikang, the retail volume of China's color TVs in 2016 was 52 million units, and the surface curved products accounted for less than 5%.
It is noteworthy that the price spread narrows, but on the one hand, the cost of the curved surface relative to the flat panel still exists, which will inevitably reduce the profitability of the manufacturer. On the other hand, the curved surface no longer becomes more relevant to the “high-end product†concept than the flat panel. Closely synonymous, the above two points combined with market demand, surface products are inevitably marginalized by manufacturers.
Second, Samsung's product focus falls on QLED.
Similar to other products, the surface can quickly enter the consumer's field of vision, but also can not be separated from the giant to promote, after the "surface" banner will be picked up by Samsung.
In 2013, Samsung took the lead in launching curved TVs in China and opened the curtain for the surface. In 2014, both Samsung and LG demonstrated a 4K TV with a flexible screen design at the CES show. Users can switch between curved and planar states with the press of a button. In 2015, Samsung expanded its size to a 105-inch, ultra-wide ratio, and smoother switching of surfaces/planes. At CES 2016, Samsung introduced a thin curved surface television to break the situation where both thin and curved music cannot be combined, making ultra-thin curved surface television a trend sought after by the television industry.
However, the development of curved television may be precisely "Sheng also Samsung, defeat Samsung."
In particular, Samsung, as the “original ancestor†of curved TVs, has actively promoted curved TVs. It has curved surfaces in all sizes of 48-105 inches. There are high-end 9 series, mainstream 7-8 series, and “close to the people†6 series, both being foreign media. The ultra-flagship SUHD TV, known as the "best picture quality ever", also has a start-up curved surface television, which is similar to Samsung's strategy in the mobile phone market, trying to satisfy different types of consumers.
However, there is news that Samsung will actively promote QLED and oversized products in 2018, rather than curved TV. Samsung may be very clear, on the one hand, display technology is the basis for TV development, QLED is the next generation of display technology contenders, and competition is more a product of the dispute, the surface in other display technologies are also achieved On the other hand, unlike QLEDs, there is no fundamental change in the surface of the technology, and it can be said to be a stage product. In addition, the market situation may also let Samsung alert.
Samsung's strategy changes, the reason why it will drive the surface from "delicious" to "tasteless", there are two specific reasons: First, Samsung in fact dominated the surface market, including the supply of upstream curved panel also has more contributions, Samsung's Turning around will inevitably affect the entire industry chain's judgment of the industry; second, although mainstream TV makers are all involved in the surface "wave", but in addition to Samsung, the previous surface as the core product line is only TCL, Samsung "departed "TCL" is hard to support."
In summary, changes in product form can indeed serve as a way out for the TV industry to break through the bottleneck. However, the fundamental development of industrial development is still the upgrading of core technologies. For television, it is the iteration of display technology. With Samsung's focus on product QLED, curved TV or into a tasteless.
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