LCD TV will die? Skyworth betting OLED TV
OFweek smart home network news Yangtze River waves pushed forward, the front waves died on the beach. The dark TV industry, which has been quiet for a long time, is surging and is brewing such a destructive competition.
As a must-have consumer electronics product for modern families, TV has been continuously innovated since its inception in 1928. It has played an important role in improving the quality of people's lives - from the initial black and white TV to color television, from CRT TVs to flat-panel TVs, and from today's market. From mainstream LED TVs to OLED TVs, where mountain rain is coming to an end, each new technology and new product will bring people's audiovisual experience to a new level.
I thought that LCD TVs had already pushed the level of color TVs to “environmentalization.†Because LCD TVs have clear images and beautiful pictures, they are energy-saving, power-saving, environmentally friendly, and light and convenient. However, OLED technology has made the color TV quality and user experience even higher. The voice of OLED TVs replacing LCD TVs has been the industry's experts. With the promotion of certain manufacturers, the market is gradually rising and the reputation is rising.
LCD TV is facing death?
At present, LED LCD TVs are taking the lead in the market and occupy a dominant position. Looking back at the way LCD TVs are coming along, it is not difficult to see that LCD TVs are a type of TV that can stand the test of the market and are widely accepted by consumers. LED LCD TV not only replaced the original CRT TV, but also defeated another kind of flat-screen TV that appeared almost at the same time - plasma TV.
Compared with traditional TV CRT TVs, LCD TVs have the advantages of environmental protection, energy saving, clearness, health, and small space, which has brought users' comprehensive experience to an unprecedented new level. This is a key factor in LCD TVs gradually expelling other TV types from the market.
But now the nightmare of LCD TV seems to have suddenly come. Recently, Skyworth held a new product launch and launched Wallpaper TV. According to the newly appointed executive director/CEO of Skyworth Digital Holdings Co., Ltd., Liu Weizhi, president of Skyworth Group Co., Ltd. and president of Shenzhen Skyworth-RGB Electronics Co., Ltd. stated that LCD TVs are the future of the future regardless of curved surfaces or quantum dots. Skyworth firmly believes that OLED will eventually come to an end. To achieve the replacement of liquid crystals. He also predicted: technological progress and industrial upgrading can bring new opportunities!
Liu Yuzhi's remarks gave Samsung and Changhong, the main pushers of quantum dots and curved TVs, an embarrassment. But it is mainly to highlight their new products. This Wallpaper TV is currently the flagship product of Skyworth's OLED TV. In order to speed up the popularization of OLED TVs, Liu Zhizhi broke the habit of setting a high price for new technologies and new products. In March this year, he blew up the storm of price cuts for OLED TVs, helping Skyworth OLED TV achieve an increase of 351% year-on-year, making people sigh. Shows the huge development space and market potential of OLED TVs.
If you switch to Konka, LeTV, and Xiaomi, using this kind of promotion to promote OLED TVs may not be able to evoke huge repercussions in the industry and society. It is easy to be questioned as just a publicity gimmick. After all, these brands are on the Chinese TV market territory. Not the top character. However, Skyworth is completely different. In the current Chinese color TV market, Skyworth is in charge of the market and its market share is close to one-fifth. Every move has a signification. This kind of promotion of OLED TVs is likely to trigger other brands to actively follow up and avoid falling behind. In this way, OLED TVs have made great strides and the likelihood of LCD TVs losing ground has greatly increased.
Although as an update product, OLED TVs are currently looming, but now the market is an era of fast fish to eat slow fish, if the future OLED really can become a color TV industry upgrading products, then who started falling half a beat, may be eliminated in the future Outgoing - the market eliminated that kind of slow-paced business, is commonplace in the history of China's economic development.
Is LCD TV facing the choice of life and death?
OLED will replace the product?
Perhaps OLED TVs have a rather long process to replace LED TVs. Although the two are just different prefixes, their intrinsic technologies are far from one another. The general acceptance of OLED TVs by consumers and the maturity of OLED TV industry chains have a long process. Even if OLED can replace LCD TVs, at present, there are no more than three or five years, it is difficult to distinguish between the level of success.
In general, the advent of new technologies and new products, due to the previous strong R & D investment, production and construction costs and marketing costs, plus the new product is temporarily difficult to go up in size, resulting in higher new product costs, product prices remain high. However, Skyworth did the opposite in promoting OLED TVs. At the beginning of the OLED listing, it had a price war. This was somewhat surprising.
Of course, this kind of marketing method is also immediate, making Skyworth's OLED TV sales soared more than three times year-on-year, putting a backwater of the color TV market into a turbulent mood, and also swaying the rest of the hearts of other manufacturers.
It is not Skyworth’s unique eye. The inventor of OLED technology is South Korean company LG. This technology has also helped LG achieve a lot in expanding the high-end markets in Europe and America. In addition, Samsung, Sony, Panasonic and other Japanese and Korean brands are making OLED TVs. However, these three companies have suddenly slowed down, taking a wait-and-see attitude toward OLED, and only LG is reluctant to work hard. Perhaps LG's promotion of OLED TVs in other countries and regions outside China is easy to succeed, but in China, LG wants to succeed. It is more difficult to do this - as the South Korean government unites the United States in deploying the anti-missile system Saad in South Korea, it has triggered Chinese consumers. The large-scale conscious boycott of South Korean companies has brought LG's popularity to OLED TVs. Of course, this situation has left Skyworth with unlimited imagination for promoting OLED TVs.
One flower alone is not spring, colorful spring garden. Can Skyworth ascend? Should the respondent gather? The answer is still unknown. Under the impetus of Skyworth, if other manufacturers' homes are moving and actively follow up, then OLED replacement of LED will be swift. If the author is not mistaken, the first company that announced the suspension of production of CRT TVs was Skyworth.
Of course, the premise of metabolism is that new-borns have a huge and distinct advantage over alternatives. Among the various products that promote the upgrading of televisions, LCD TVs are an excellent product with outstanding characteristics such as wide color gamut, long life, environmental protection and energy saving, and ultra-thin appearance, but this does not mean that LCD TVs represent the limits of color TV products. Compared to LCD TVs, OLED innovation is disruptive. In addition to the traditional advantages of LCD TVs, the advantages of OLEDs are also very obvious: if they are more energy-efficient and energy-saving, the picture images are clearer and more beautiful, thinner and lighter, especially moving people’s hearts. OLED TVs can be folded and can be worn. Their self-luminous characteristics effectively reduce the harm of blue light to the human eye and make them more environmentally friendly and healthy.
Perhaps relying solely on these advantages to judge OLED will replace LCD TVs, that is too optimistic. As a new variety of television, to gain full acceptance from consumers, I am afraid that there is still a long way to go before entering the homes of ordinary people.
Skyworth gambling?
The new official took office three fires. As the first fire for Liu Zhizhi to assume the post of President of Skyworth, Liu Shuzhi hopes to make OLED TVs sound and color.
This choice is also desperate. If it wins, Skyworth leads other brands in upgrading and leads the development of the industry. Since then, Skyworth has become more stable and firm. It may even take this opportunity to enter the world's leading color TV companies, forming a tripartite situation with South Korea's LG and Samsung.
Although the sales situation of OLED is being opened, Skyworth still sells a lot of OLED TVs. Only Skyworth knows. Skyworth’s public announcement is just an upstart-like increase. If this increase is generated on the basis of a small base, Skyworth OLED sales will not be much where - otherwise, Skyworth will not be so secretive, selectively showing data. Moreover, this increase is generated on the basis of the price war, indicating that the market is still in the initial stage of cultivation. Consumers are rushing for prices. This is a situation that is awkward for a product that is used for replacement.
But what if you lose it? This is not without a lesson, I do not know whether Liu Zhizhi had thought about this issue. When the flat-panel television camp plasma TV and LCD TV competition, once the TV industry's first ever Changhong treasure on the plasma TV, large-scale construction, desperate, lost as a result, suffered heavy losses.
Is Changhong's yesterday the future of Skyworth? Now, I am afraid that nobody dares to pack votes.
The answer to this question, we only leave time and market to announce.
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