OLED or enter the best "window period" How does Skyworth OLED TV set off the market?

As the representative of the "next generation display technology," the joint promotion of upstream and downstream, and the massive injection of capital, have made the OLED industry at a stage of rapid development. IHS forecast data shows that, as a large-screen terminal that carries OLED display technology, OLED TVs will quietly hold more than 50% of the global high-end market from 2018, and the global market share of OLED TVs in China will stabilize at around 20%. By then, China will Become the world's largest OLED market. According to data from Ove Cloud Network, the sales of OLED organic TVs in the Chinese market will continue to maintain a 400% growth rate in 2016 and 2017. In addition, TV makers including Changhong and Konka have stated on different occasions that OLED TVs will enter the best "window period" for development.


At the recent China OLED Display Industry Alliance Conference, Konka, Changhong, Skyworth and other manufacturers exhibited OLED TV products. The domestic panel giant BOE began to overweight OLED TV panels, and Skyworth OLED TV M1 adopting BOE OLED screens debuted at the conference. Under the independent technological dividend, Skyworth, as a pioneer in China's OLED TV, is expected to become a beneficiary of technological change and at the same time boost the entire OLED industry. Skyworth, with its entire 2016 years, has laid a high starting point for the subsequent development of its OLED products.

HDR+AR+ autonomous panel, occupying the commanding heights of TV technology

In 2016, the domestic color TV market took on last year's trend, and it was plunged into a protracted "price war." The emerging Internet brands have expanded their product visibility, boosted sales, and expanded their user base. This "settles" this price-for-money "war." , Cheap, low quality, loss, has also become some of the Internet TV brand's annual keywords.

It is worth noting that the traditional color TV giants such as Skyworth did not participate in this "overdraft industry" battle on a large scale, but instead maintained their own products and adjustments. For example, Skyworth continued its high-end path for its products, especially OLED TV continues to exert its force. Further upgrading of products to foster the OLED market and strengthen its market position is one of Skyworth OLED's business priorities in 2016.

In 2016, Skyworth has three major advancements in OLED TVs:

The first is the introduction of OLED+HDR technology

Skyworth once again took the lead in HDR (High Dynamic Range) technology. With HDR, it can achieve all-round improvement of TV picture quality from the three dimensions of brightness, color, and contrast. OLED organic TV features high brightness, high color gamut, infinite partition, and HDR just mutual gain. Skyworth HDR OLED TV S9 launched at the beginning of the year is the new OLED TV with HDR technology. In the promotion of HDR and OLED, Skyworth has taken the initiative and achieved the first mass production in the world.

The second is the introduction of OLED TV equipped with AR technology

TV companies have adopted the current hot content application technology as the platform for their products: Changhong has chosen artificial intelligence, Skyworth's cool open selection VR (virtual reality), and Skyworth itself has chosen AR (augmented reality). The combination of new technologies and color TVs such as "traditional products" is an inevitable trend. The significance of Skyworth's first introduction is that, based on the gradual maturity of its OLED products, supplemented by the concept of AR, it can consolidate its position in the industry. In addition, Skyworth's OLED TV products have also formed product differentiation and a larger product matrix.

The third is to launch the first Chinese self-developed OLED TV

In mid-November, Skyworth cooperated with BOE and Huawei Hass to launch the first self-developed OLED TV in China. BOE has provided OLED panel support, Hassin has provided chips, and Skyworth has enabled related autonomous technologies to be integrated and presented as mature products. Breaking the Chinese local color TV industry's lack of independent intellectual property rights in the OLED upstream panel, long-term control of hardware technology by South Korea's upstream manufacturers, is a huge positive news for Skyworth and the OLED industry.

Through product upgrades and gradual cultivating of the domestic market, Skyworth is bound to embark on a path to “stand alone” OLED products that are surrounded by Korean companies.

Open cooperation to boost color TV industry upgrade

At present, there are more than 10 brands in the world that have already listed or will soon be listed on the OLED TV. Seizing the OLED product line can be said to be an opportunity to seize the high-end TV market. In recent years, Skyworth has taken OLED TV promotion as a very important measure to implement and insist on high-end product marketing. From the release of China's first OLED TV, to the launch of Metz OLED TVs in leading European markets, and the launch of China's own research and development of OLED TVs, Skyworth is playing an increasingly important role in the competition of China and even the global OLED market.

Of course, whether OLED can mature as a "next-generation display technology" requires the joint efforts of the upstream and downstream industries.

As the forerunner of domestic OLED TVs, Skyworth itself is quite open-minded. In September last year, Skyworth took the lead in establishing the China OLED Development Industry Alliance. This is an embodiment of this open spirit. Earlier this year, Skyworth received a win-win award for industrial cooperation at the 2016 China Flat Panel Display Industry Trends Symposium hosted by the China Consumer Electronics Industry Development Center. As the chairman unit of China OLED Industry Alliance, Skyworth President Yang Dongwen once stated that Skyworth will work with industry elites to promote the development of China's display industry, let the world know China, and admire Chinese brands!

In 2016, Skyworth’s major contribution to the domestic OLED industry lies in its cooperation with BOE.

It seems that the cooperation between Skyworth and BOE is the “inflection point” of domestic OLED TVs, because, before the production enterprises of OLED panels, mainly South Korea’s LGD and Samsung, especially large-size OLED panels, only a company upstream of LGD It mainly provides that, in this situation, domestic brands cannot grasp the initiative of bargaining, and they also face the risk that they may not be supplied. The cooperation between Skyworth and BOE can be said to have boosted the confidence of the domestic color TV industry.

Skyworth and BOE jointly launched their own research and development of OLED TVs. On behalf of China, OLED technology and markets are maturing. This will help the Chinese OLED industry to take the fast track and promote the full-scale outbreak of the OLED industry, which will make China occupy an increasingly important position in the global display market. At the same time, it will stimulate and expand the integration of resources in the upstream and downstream supply chains so that more companies will participate in the development and promotion of OLED TVs.

Layout upstream, master the initiative of industrial development

Skyworth itself also has close cooperation with the upstream and downstream industries. At present, Skyworth and LGD have set up factories in Guangzhou, and reached a deep business partnership with BOE. At the same time, Skyworth has directly invested in the OLED project of China Star Optoelectronics. The OLED basic panel has been carefully planned.

If there is a suitable opportunity, Skyworth may also personally venture into the OLED panel area to ensure a smoother product supply and provide basic support for other terminal products such as mobile phones and VR headsets. After all, Skyworth's partners, Huawei and its subsidiaries Cooler has already demanded small-sized OLED panels for mobile phones and VR headsets.

Skyworth has formed three major brands, including Cool Open in the Internet TV market and Metz in the overseas market. All three brands have launched OLED products, which enables Skyworth to create a more three-dimensional market layout for OLED product lines: Skyworth is making efforts to power the global market and stabilizing the brand's tone; Kukai is the leading domestic brand with positive Internet brands; The overseas market, which focuses on the European market, makes Skyworth OLED's follow-up development more imaginative.

The data shows that in China, 55-inch OLEDs currently account for 44% of the US$2,000-plus market, but in North America, it has reached 80%, and 65-inch OLEDs account for more than US$3,000. China currently accounts for 16%. However, North America already accounts for 67%. From this point of view, the global market potential of OLEDs, especially the market potential in North America, is urgently needed to be released. In 2017, OLED TV may usher in the market's explosion. After the accumulation of the entire year in 2016, Skyworth is undoubtedly ready.

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