Chinese enterprise OLED layout is in jeopardy

"It's not that I don't accept the old, it's the world changing fast." LED LCD TV has just been popularized in the market, OLED has been identified as the next generation of new flat panel display mainstream technology. The Chinese home appliance industry, which is struggling to chase technology, seems to have seized the perfect opportunity. By leveraging the LED to the OLED transformation machine, it has mastered the "screen" technology and broke through Japan and South Korea to get a big cake and even control when the OLED TV arrives. Market and industry development voice.

However, for China's home appliance industry, which has been following Japan and South Korea in product development, innovation and breakthrough are not easy. The "screen" defect also makes Chinese home appliance companies in crisis on the road of high-cost investment in OLED layout.

Korea and Japan contend OLED

OLED TV has long been optimistic about the power giants because of its own advantages. In the field of OLED TVs, Sony, one of the earliest manufacturers involved in the OLED industry, once introduced a number of small-size OLED display devices. In 2007, it launched the world's first 11-inch OLED TV. The price was too expensive, resulting in slow sales. To achieve the desired results, Sony has not found a solution to reduce costs. Sony announced at the end of March this year that it stopped production and sales of OLED TVs in the Japanese market.

Compared with Sony's low-key exit, Samsung's high-profile debut is more eye-catching. Recently, Samsung made it clear that it will invest 1.3 billion US dollars to build the 5.5th generation OLED panel factory, and said that the panel factory will be put into operation in January 2011, which will launch an impact on OLED TV. Samsung's SMD company has the world's largest OLED panel production line. Samsung has been promoting the popularization of OLED screens on smart phones and portable multimedia devices. Currently, OLED panel products have been monopolized by Samsung, and its market share has reached 98%.

OLED TV "short"

OLED TVs, which are highly anticipated by various parties under the aura of energy saving, rich color, no smearing, no visual angle limitation, have been plagued by development due to large investment and low output. It is understood that the OLED luminescent material has very poor anti-oxidation ability after being energized, and it needs vacuum glass to seal, which regains the old path of TFT-LCD. Since the OLED is a current type device, a relatively high current drive is required, so an LTPS TFT substrate is required. LTPS is destined to cost the OLED high. It is reported that the current production rate of large-size OLED panels is less than 30%, resulting in high manufacturing costs, while LCD panels can reach more than 99%. The pixel distribution of the OLED is not high, so the OLED is suitable for a slightly larger size, but the size is too large, and the cost advantage is even worse.

When Japanese companies opt out and Korean companies make high-profile appearances, Chinese TV companies are eager to pursue OLED TVs. There is a voice to describe this: in the CRT era and the LCD era, mainland companies are catching up with Japan and South Korea, and in the OLED era, which is seen as the upcoming TV industry, mainland companies expect to be at the same starting line as Japanese and Korean companies. .

Chinese enterprises "listing"

At present, OLED is in its infancy, and cutting-in is considered to be the best time for Chinese home appliance companies to catch up with Japan and South Korea.

In April 2008, Changhong, which has been erratic in technology in recent years, began to build China's first OLED display production line. On July 15 this year, Rainbow's 4.5th generation AM-OLED production line project was signed and settled in Shunde. In addition, Tianma Microelectronics recently announced that its AM-OLED line will be trial-produced in the third or fourth quarter of 2010. By 2011, it will reach a production capacity of 250,000 pieces per month, as well as AVI of AMINO. OLED has also been built.

In this regard, there is a voice that in the field of OLED, the domestic appliance industry is currently at the same level as Japan and South Korea. However, the author believes that the technical gap between domestic brands and Samsung and other companies can not be underestimated. While entering OLED, the breakthrough of upstream equipment and its key technologies can not be ignored.

The upstream link of the OLED industry chain is weak, and the supporting capacity of the industry is lacking. In fact, not only the OLED TV research and development stage, but at every stage of the development of the TV industry, the domestic TV panel production line has been in a state of lack, which has also greatly increased the external dependence of the domestic industry. The survival of the industry is greater than the development of the status quo, the flat revolution revolution is brought about the hollowing out of the color TV industry and the crisis of marginalization - increase efficiency, no increase in income, low-end profits of high-end products, vicious competition is still deepening.

Nowadays, compared with the development of display technology in Korea in the past 10 years, we can see the shortage of China's OLED equipment manufacturing industry. Under this circumstance, Chinese TV companies have been betting on OLED TVs, and they have to make people sweat.

And don't lose the LED

The technical gap makes China's color TV industry unable to grasp the right to speak in the development of the industry, and naturally cannot lead the direction of industry development. At the time when OLED is expected to be in the forefront, China's color TV industry is attacking rapidly. Is the pace too fast and the figure too thin? The OLED industry needs high cost support and needs deep technical reserves. As for the bottleneck of the OLED industry, in the current situation where Japanese and Korean companies have not found a good solution, whether domestic brands can successfully overcome this industry problem seems to be more difficult from the current situation.

And when all parties are betting on OLEDs, the sales of LED LCD TVs have grown by leaps and bounds, and they have been widely recognized by Chinese consumers. From this point of view, when OLEDs, which have been identified as LED replacements, enter the market, It is also unclear when a variable will be rewarded.

How to re-examine the business innovation at the market and customer level, grasp the business opportunities, and raise it to the strategic level of enterprise management and healthy development of the industry, so that the entire value chain can proceed harmoniously and effectively, in order to meet the inevitable law of industry development. In the LED LCD TV market prospects, how to strengthen the LED research and development and brand promotion, and must not relax, after all, OLED TV this future cake still does not know when it will be released, and LED LCD TV is popular.

Perhaps, strengthening the technical reserves and making up for the upstream weak links in the industrial chain is the most important thing for the Chinese color TV industry, which has been under the “screen”. However, under the improvement of its own capabilities, it will strengthen the LED LCD. The research and development of TV, realizing its own technology and capital reserves, while waiting for the OLED TV to be exhausted, re-examining itself and establishing direction, is also the best policy.

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