The market is expected to drop to 150,000 units: OLED TVs “not confident”?

The current OLED TVs that are still very much on the shawl are actually hot, consumers do not buy it? Recently, Yikang, a professional research institute for home appliances, has previously lowered its sales forecast for OLED TVs in the domestic market from 200,000 to 120000-150,000.

This move in the Yikang undoubtedly poured a pot of cold water into the current OLED TV market. What obstacles exist in the current popularity of OLED TVs? How should the related TV companies respond to them in the next step?

Since the beginning of this year, OLED TVs have been hotly pressed, and they have been soaring in the market. However, this enthusiasm seems to be confined to the media in the industry and the OLED camp, but it is too dismal at the sales terminal. According to statistics from Ove Cloud Network, the output of OLEDs in the Chinese market in the first quarter of this year was only 25,000 units, while the retail volume monitored by terminals was only 5,000 units, which was negligible before the market capacity of over 50 million TV sets.

The key lies in the fact that OLED TVs have become “net red” under the strong push of some companies, but they have not resolved their own product technical deficiencies. Therefore, under the strong offensives of technology and markets in the face of competing products, they are still in the market introduction period. It is still some time before widespread market penetration.

From the point of view of OLED's own product technology and stability, although companies such as LG and Skyworth that have been fully promoted have repeatedly stressed that the yield rate is continuously increasing, prices are constantly declining and are not reflected in the price side. The price of OLED is still more than double the LCD TV of the same grade. The cheapest 55-inch 2K OLED TV in the market has to be more than 8000 yuan, which is more than twice as expensive as more high-end 4K LCD TVs. In addition, the problems such as large power consumption and short life span of OLEDs have not been fundamentally solved in terms of technology, and the maturity of products still needs to be improved.

Since the advent of OLED TV camp expansion this year, there are not many companies that have actually mass-produced and marketed. Samsung and Changhong only produce prototypes, and Hisense is limited to commercial applications. Judging from the competitor's liquid crystal display technology, it has entered the mature LCD TV because new technological innovations have begun to release new vitality in the market.

Last year, after Hisense released its own ULED display technology, it quickly invigorated a round of iterations of the traditional liquid crystal display technology. With a large number of companies including Samsung, Hisense, TCL, Sony, etc., they have started to develop technological innovations around LCD TVs: Samsung has introduced SUHD Ultra HDTVs, Hisense has launched ULED TVs, TCL has launched QUHD Quantum TVs, and Sony has launched 4K HDR TVs.

Nearly 90% of OLED TV's raw materials and technology are in the hands of a few foreign companies. Chinese companies have great room for innovation and autonomy in LCD TVs. This year, Hisense introduced an ultra-definition 8K ULED TV, which brings 8K, high brightness and high dynamic range display effects. Many technical indicators have surpassed OLED TVs that can only achieve 4K. The TCL Quantum TV using HDR technology has greatly improved in color gamut, brightness, stability and other aspects, and the picture quality has also achieved a complete breakthrough.

Removing the powerful market competitors has caused great resistance to the popularity of the OLED TV market. Under the current trend of diversification of color TV technology, OLED TVs are not the only way for future display technologies. In the next generation of display technology, OLED TVs are faced with "caps" from laser display technology.

Although on the eve of May this year, a small number of companies launched an OLED TV price promotion activity. However, for many consumers, until the technical defects and instability of the OLED TV products are not completely solved, the popularity of a single price war does not stimulate market consumption. Instead, some TV companies have seen increased pressure on OLED TV inventory, as well as technical problems such as aging technology and product devaluation.

Faced with this situation, color TV companies should rather calm down, hard work products and technical internal strength, to solve the current deficiencies of OLED, make it more mature in order to fight with LCD TVs. Rather than under the banner of price cuts, the risk of technology aging and inventory depreciation of OLED TV products is passed on to consumers.