CITE exhibition OLED perception is changing

OFweek smart home network news out of the "Shenzhen photoelectric display week and Shenzhen (International) Color TV Festival" China Electronic Information Expo (CITE) is China's largest electronic information industry exhibition, is the largest flat panel display. From April 9th ​​to April 11th, 2017, the 5th China Electronic Information Expo was held in Shenzhen. OLED is undoubtedly the most compelling display technology on this expo. Whether it is a single-sided, double-sided OLED TV at Skyworth, the Konka booth, or a flexible OLED display or related materials displayed at booths such as BOE, Tianma, Wicktech, and Kangdexin, the OLEDs are being displayed. The era is coming. The full-scale participation of LG Display, a leading manufacturer of large-screen OLED screens, has brought about disruptive products such as OLED wallpaper TVs, self-acoustic OLED TVs, and OLED large cylinders, which have completely refreshed the display concept. “Vision” is changing, lifestyle Changing.

"OLED represents the future not afraid of spoiling"

Interestingly, at the keynote forum of the 2017 China (International) Flat Panel Display Industry Conference held in the same period, Li Tinghan, vice president of global marketing at LG Display, addressed the theme of “OLED, Change Your Lifestyle”. “In the past, LGD's main content at the show was why OLED will be the future display product. Today we will introduce the theme of OLED changing your lifestyle and see how OLEDs in real life are related to our lives.” This began his speech. What made him feel proud was that the guest speaker who followed him was Samsung VP of Display. The topic of S Yang's speech was "Quantum Point LCD: The Future of Television." The latter explained the QLED “will become the future display product” from the television market outlook, 4K development trend, Samsung’s product strategy, etc. In Li Tinghan’s view, it still stands in the traditional perspective, or TV as the core, or “the third time "The industrial revolution" vision.

“At the moment, any country is paying attention to the fourth industrial revolution. What is at the core of the fourth industrial revolution is artificial intelligence (AI) and Internet of things (IOT). The most effective communication tool in the era of artificial intelligence and IOT is Display, We also call it the DOT era (Display of Things), said Li Tinghan in his speech.

This concept is actually the concept of “All things are displayed” proposed by LGD at the last CITE exhibition one year ago. It is believed that Display should have Everywhere, Any form, and no boundary in the future DOT era. (Borderless) and other characteristics, the display that can exhibit such characteristics is OLED.

However, during the year, OLED has not yet become a “ubiquitous” product. OLED has ushered in “scrapers” in large-scale TV display technology. The concept of quantum dots has begun to be introduced in the LCD field and Samsung The concept of QLED was put forward. TCL and Hisense, the leading television companies in the Chinese market, joined this camp and introduced quantum dot LCD TVs. They believe that QLED is the future of televisions. OLED TVs seem to be in trouble.

During the CITE exhibition, the author conducted an in-depth exchange with LG Display Li Tinghan. He explained to reporters that the commercialized QLED technology on the market is the same technology as the existing LCD, that is, products using non-self-emission technology. The widely-accepted QLED is different from this. It is the same self-emission technology as OLED. However, at present, the industry believes that it takes more than 5 years to develop QLED materials, and it takes more than 10 years to develop and stabilize the devices. "All new technologies will take a while to mature, and OLEDs are already commercialized. Many OLED-equipped products are also commercialized. Therefore, compared with QLEDs, mature OLEDs will be faster. To seize the market." Li Tinghan firmly believes.

Great changes in one year

However, it cannot be overlooked that the development of OLED in China is "as expected". Throughout 2016, OLED TVs sold worldwide at 900,000 units, but sales in China did not meet expectations. OLEDs did not make TV companies and channels profitable as much as the US market.

Facing the author's "spicy" reminder, Li Tinghan said that LG Display's business development in the past few years, whether it is IPS hard screen technology, 3D technology, or 4 color 4K technology, was mainly extended to China after its success in China. . The original idea of ​​OLED also copied this theory, hoping to spread to the world after its success in China. From the perspective of the development of OLEDs last year, he admitted that he was greatly surprised: OLEDs have developed better in the United States, Europe, and Australia than China.

“We analyzed that IPS, 3D, and 4 color 4K all increase the cost by 10-30%, while OLEDs are 2-3 times the price of existing competitive products. So we judged that OLEDs must be more differentiated. High-end products.This year, we introduced wallpapers, two-sided televisions, and self-acoustic televisions to the market to surpass consumers’ imaginations for televisions, so that consumers may be willing to pay 2-3 times.” Li Tinghan Analysis said. He said that interviews with global analysts and experts at CES over the years showed that before 2016, their evaluation of OLED was “better than previous TVs, but there was not much change in function and value” and 2017 CES. For products such as wallpaper TVs and spontaneous OLED TVs, everyone's reaction is "Willing to pay more," "beyond imagination," and so on.

At this CITE exhibition, LGD's new products at 2017CES are displayed. Among them, wallpaper TVs equipped with LGD's Wallpaper technology have been formally launched and marketed by LG Electronics in the Chinese market, and Skyworth's wallpaper TV is also soon to be released. It was launched in July and August this year. In addition, although double-sided OLEDs have not been formally released, Konka has already demonstrated on several occasions such as CES and AWE. “Dual-Sided TV” has also become a Konka label.

"The 65-inch wallpaper TV with a thickness of only 3.9mm is attached to the wall. In the off state, it can also demonstrate famous paintings. The previous TV, regardless of whether the speakers are at the bottom or rear of the screen, any sound is From one place, and based on the CSO technology screen, the back of the panel installed a number of exciter, through the vibration screen to emit sound, provide a stereo effect.” Li Tinghan said. These are changes in the form and function of television, changes in lifestyle, and changes in LGD. Li Tinghan mused to the author.

China market expectations unchanged

In fact, changes in OLED have also brought greater opportunities and challenges to Chinese companies. In 2016, due to the appearance of OLED TVs in the Chinese market, Chinese brand manufacturers squeezed a share of foreign brands. However, it is also true that local Chinese brands have difficulties in fully promoting high-end products. Then, will cross-products such as wallpaper television be a catalyst for brand promotion? In 2016, there were only 5 OLED TV manufacturers in the world, but 13 brands have already launched OLED TVs, showing an ever-expanding trend. Only next-generation products that can only be realized by self-luminous OLEDs will start from this year. The future OLED expansion trend is expected to continue to accelerate.

However, LGD still believes that China is the largest market for OLEDs. In April last year, LG Display OLED Division Minister Lu Xiangde predicted in an exclusive interview with the author: In 2017, the market environment and customer environment of large-size OLEDs will undergo a very big change, many companies around the world will be listed on the OLED TV, of course, do not rule out There is also the "black technology" of targeted development as mentioned above. At the same time, he predicts that by 2018, China will exceed the United States as the world's largest OLED TV market.

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Li Tinghan's partial interview answer record

Q: Assuming that the scale of OLED TVs will expand this year as scheduled, how does LGD guarantee panel supply?

Li Tinghan: At present, LGD already has two 8.5-generation TV panel production lines in operation. In the first half of this year, it will also increase the operation of a large-size OLED production line. The production volume in 2017 will be 1.8 million, and in 2018 it will be targeted at 2.5 million or more.

Q: How to make small and medium sized OLEDs become the driving force for the future development of LGD?

Li Tinghan: We have developed and mass-produced the Curved Smart Phone with plastic OLEDs. Now we are developing for Chinese customers. In addition, the world’s first round OLEDs using POLEDs and the next generation of automotive POLEDs are being developed.

In terms of investment, the current three 4.5-generation production lines based on plastic OLEDs are currently in operation. It is planned to add G6 production lines this year to meet the demand for small and medium size panels.

Q: How to judge the current quantum dot TV?

Li Tinghan: The QLED LCD TV on the market today is a quantum dot film attached to the LCD TVs of the past, which will only increase the color gamut. Strictly speaking, it is only an upgraded version of LCD products. It improved image quality through technology upgrades, but its limitations in light leakage, contrast, viewing angle, and response speed have not changed. Non-self-luminous products are difficult to surpass self-luminous products in picture quality, and consumers will eventually choose the products that can present the best picture quality. This will also be the winning opportunity for self-luminous products.

Q: How do you view the problem of OLED TV burning and life decay?

Li Tinghan: We did not think that these were still problems. Now that the manufacturers of OLED TVs have broken through 13 companies, do they still need to doubt it? Q: What is the next step in the direction of large-size OLED products?

Li Tinghan: Continuing to introduce differentiated products that only OLEDs can achieve. In addition to the wallpaper TV, self-acoustic technology products, and 2-BOX products, in the near future, more slim, double-sided screens, transparent screens, and flexible large-size screens will be introduced in the market.

Q: How to evaluate OLED products in one sentence?

Li Tinghan: OLED products can be evaluated with 3 tags: design freedom, excellent picture quality, and immersive sound quality. This is the difference between OLED products. It can also be expressed as a Lifestyle Device that goes beyond the TV concept.

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