If the price is too high, it is difficult for the public to accept the popularity of OLED TV.

Curved OLED TV, once called the future TV. On September 13, LG launched its 55-inch curved OLED TV in China. On September 16, Samsung also released a 55-inch curved OLED TV in China. As a result, China has become the first batch of OLED TVs to be listed after the United States, Europe and South Korea, and it also indicates that the future of television is coming.

As early as the beginning of OLED market, the industry has been rumored, in addition to professional technology, the most discussed is the price, and the rumor is slightly different, LG55-inch OLED TV is not the price of 80,000 yuan, sold in China The price is 59,999 yuan; the market price of Samsung's 55-inch curved OLED TV is set at 549,990 yuan. These two models are reduced by more than 30% compared with the overseas listing price. Although the price has dropped drastically, as the most advanced TV technology at present, the price of OLED is still very high, and it will take time to popularize it.

At the press conference, both merchants said that before and after the National Day, OLED products will be sold at various stores. To this end, the reporter first "exploration of the road" to see how consumers, traditional businesses and industry OLED TV.

Are OLED highlights but different

LG and Samsung are all Korean home appliance giants. Although they have similarities, they all have their own technical expertise. The two front and rear feet have released curved OLED TVs, although they are the same size, they are all 55 inches. The highlights are different.

LG emphasizes the thin and light design of the product. The thickness of this LG curved OLED is only about 4.3 mm. This thickness is only 1/3 of the thickness of ordinary LED TV. It is similar to the thickness of the smartphone on the market today, and the weight is also similar. For 1/2 of the LED. The slim body with a technologically-sound curved screen and a crystal-clear transparent base make the LG curved OLED TV stand out from the outside.

Samsung is focusing on features, especially its "smart double painting" feature. Samsung OLED's "smart dual-painting" technology can provide independent video and audio experience for different users. For example, if a couple wants to watch different programs on a TV, they wear active 3D glasses and are on the same screen. The programs I saw and the sounds I heard were completely different from those of my wife, and they were not interfered with each other. It was equivalent to using one TV as two. At the press conference, Samsung focused on this demonstration, so that reporters are also excited about this model.

The price has dropped but it is still expensive

Into the Chinese market, the two brands have also made strategic adjustments. The most intuitive one is the price. Compared with the overseas market, the price has been greatly reduced. The two models are not priced at more than 60,000 yuan, which is more than listed in South Korea and the United States. It is about 30% cheaper.

Before LG released OLED, there were rumors that its price in the Chinese market would be as high as 80,000 yuan, and at the press conference, the price given by LG was 599,99 yuan. In August, Samsung Electronics also lowered the price of OLED TVs from the previous 15 million won to 9.9 million won (about 55,000 yuan). Samsung said the move will attract more users and guide the growth of the OLED TV market. LG and Samsung tried to reduce the price difference between OLED and LED by reducing the price.

But this price is still nearly 10 times more expensive than ordinary LCD TVs. "On the Internet, I specifically looked at all the information on the two models, and I am very interested, but the price is still unacceptable. If I am around 30,000 yuan, I will consider it." Xiao Liu, 29, is a home appliance fanatic I like to study all the new home appliances, but the price of more than 50,000 yuan still makes him deterred, but Xiao Liu also frankly said that such products are mainly aimed at high-end audiences, waiting for the model to really enter the store, he will still The first time to go to see the real machine.

When to popularize, market inspection is needed.

On 4K TV and OLED TV, domestic manufacturers and foreign manufacturers alternately lead. 4K TV, first released by Konka, followed by Konka, Skyworth, TCL, Hisense, etc., OLED TV technology was initiated by Korean double-star Samsung and LG. 4K TV focuses on improving resolution, while OLED is the way to enhance color, pursuing better contrast, black level display, response speed, and color reproduction. Samsung and LG released curved OLEDs as a test for the fiercely competitive Chinese color TV market to understand the market response. Due to the control of the upstream panel, domestic color TV companies could not follow up in a short time.

Zhong Yikang believes that 4K TV has passed the introduction period and is gradually being accepted by the market. Curved OLEDs must be tested by the market in terms of technology maturity and user experience.

At the same time, the cost is the biggest bottleneck for OLED mass production. The LG 55-inch OLED is priced at 59,999 yuan, the Samsung 55-inch OLED product is priced at 549,990 yuan, and the average price of the July 55-inch 4K TV is 11,027 yuan, so the OLED TV with high value is in In a short period of time, it will not affect the popularity of 4K TV.

Zhongyikang expects 4K TV to occupy 2.3% of the color TV market share this year. In 2013, 4K ultra-HD sales will reach 80-1 million units, and in 2015 it will reach 6.5 million units.

The curved OLED is the first in China to target consumers at the pyramid end and those who are keen on cutting-edge technology. The purpose is to enable people with higher purchasing power to make purchasing decisions and to spread concepts to ordinary consumers to cultivate the market. It is still too early to judge the alternative relationship between OLED TV and 4K TV. For a long time, OLED and LED technology will coexist for a long time.

Lu Jianbo, a researcher in the home appliance industry, said that the price of OLED TVs has already been competitive, and there is room for further decline in the future. It is predicted that during the period from October to December 2015, the price of OLED TV will be reduced to 1,639 US dollars, and the price difference with LCD TV will be reduced to about 1.7 times.

Wang Hao, secretary general of the Shanxi Household Appliances Industry Service Association, said that Toshiba had released a curved OLED TV many years ago, but it disappeared for a variety of reasons. This time, two Korean brands released curved OLED TVs, which is also an innovation in motor technology, but the price is still quite high, which is difficult for ordinary citizens to accept. It may take several years to test the market, and the price is more close to the people after mass production. It is easier for consumers to accept. As for the development trend of TV in the future, it is still necessary to pass the test of time and market.

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