LED era, how long ULEDs can retain


In 2003, for the Chinese TV manufacturing industry, it was a year worth remembering forever. This year, China's TV manufacturing industry completed the industrial layout of the CRT picture tube. However, China’s CRT TV did not experience explosive growth. Instead, it learned a huge loss. Because when China's TV manufacturing industry is still planning the future of the CRT, the LED LCD era has quietly come. The huge loss caused by the investment in the layout of the CRT Kinescope has given the Chinese television industry a lesson called "Display Technology Iteration".

So did Chinese TV manufacturing industry learn lessons from this class? The answer is uncertain. According to current reports, as of the end of 2015, there will be 8 new brand new LED panel lines in operation in mainland China. Panel companies, including BOE, China Star Optoelectronics, and China National Electric Panda, are all working hard to promote the domestic LED panel production capacity, which is expected from the second half of this year, China's LED panel production capacity will rapidly increase.

Worryingly, as the leading TV panel technology manufacturers, LG Display and Samsung, they all followed up on the development and production of OLED panels in early 15 years. LG Display said it will invest an additional US$1 billion in 15 years for OLED panel production. Samsung, which once gave up OLED research and development, is also looking back at the grass in April this year. It will display the division of the independent OLED business division and invest US$3.6 billion in establishing the latest OLED LCD screen production line in Korea.

It is a well-recognized fact that Korean duo males lead the world in panel technology, and LGD and Samsung’s heavy-handed betting OLEDs also confirm, to a certain extent, a common view within and outside the television industry that the era of OLED is approaching. But at this time, the domestic panel makers were unusually active for LEDs. Did all this seem to return to that familiar 2003?

In fact, domestic fanaticism about LED is not accidental. As far as the life cycle of technology is concerned, the continuous R&D optimization for decades has led the LED liquid crystal technology to its mature stage. The performance tends to be optimal, the production threshold is not high, and the cost is also at an ideal level. For most TV companies, the LED LCD panel is the best technology and material choice for obtaining market profits after balancing costs and revenues. Since there are cheap and ready-made technologies, why spend money on new technologies? This sentence may be the domestic TV industry clinging to LED technology, the heart of the most true monologue.


Just like the two sides of the coin, when the LED liquid crystal enters the mature period of technology, it also represents the progress space of the LED itself, and it has been very limited at present. Corresponding to the budding emerging OLED technology, its technological breakthrough and prospect are immeasurable. It will be an indisputable fact that OLED will replace LED liquid crystal technology in the future. OLED to LED, just as LED's to CRT 10 years ago, and the technical iterativeness of this technological development, is ironic.

However, for the OLED iteration that is recognized all over the world, some TV companies in China seem to be less willing to admit it. Among them, some companies are the most fierce representatives. Whether it is "beautiful OLED to exceed OLED, ULED only took a year", or "ULED fully superior OLED", or "ULED is a revolution in display technology", they faced the looming OLED technology. Such as ULED banner, seems to be very confident in their own achievements in the LED, seem to chisel.

However, for these ULED's "revolutionary", the industry has shown that it is inconsistent. What is certain is that ULED is always an improvement based on the existing technology of LEDs. There is no reform, and it is even more unlikely that ULEDs will enter the imagination space that OLED TVs can bring. Therefore, even if they mastered the "beyond OLED" display technology, they themselves will inevitably indicate that "and did not reject OLED."

This repeated attitude has answered the fact that these TV companies are using a cheap attitude to deal with the future of OLED - do not spend a great deal of effort on research and development of OLED, extend the LED market cycle as much as possible, squeeze out The last bit of profit in the LED market, if OLED is really feasible, they will enter again safely. LED is about to be replaced by OLED. Since the world understands this trend, how could ULEDs not know?

Liu Buchen, an observer of the household appliances industry, once positioned ULED as “the most stalwart opponent of OLED strategy”. According to the current ULED strategy and language in marketing, this argument is largely correct. However, as mentioned above, ULED's objections to OLED do not stand the scrutiny of technological breakthroughs, but more like a fairy tale called “The Emperor's New Clothes”. When the little girl in the fairy tale points out that the ULED is the LED, ULEDs may find that they are running out of the OLED era.

For display technology advancement, the most intolerable error in China's TV manufacturing industry is not conservative, but arrogance, especially arrogance toward consumers. The development of CRT, LED, OLED and TV display technology has always been based on consumer purchase requirements. The will of consumers is the only standard to test product technology. Launched ULED to enhance the experience in the existing LED TV market. It is uncontroversial with regard to the consumer as the starting point. However, the word “ULED Blast OLED” has been used to fool consumers and the psychology of opportunism is vivid. On the surface, the ultimate consumer will use their own feet to make choices.

On the other hand, even when the OLED market matures, ULEDs are safe to enter, this calculation is considered satisfactory? Put aside products, when the last drop of LED oil is drained, then try to catch up with OLED. The express trains, funds, R&D, and team factors will all allow companies with such plans to have more than enough energy, and ultimately they will only be able to look forward to the advancements of OLED TVs. The only thing ULEDs can do now is to seize the LED era, but the question is, how long can the LED era be retained by ULEDs?


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