According to McLuhan's "medium is extension" theory, since the birth of the first screen, the biggest driving force for the continuous progress of audio-visual technology is to use the latest technology and equipment to truly restore and extend the light source that human eyes can perceive—— As you know, the human eye, as an extremely sophisticated organ evolved by natural selection, shocked even Darwin, the founder of the theory of natural selection. In a sense, in the past 100 years, every bit of improvement in human screen technology has been directed towards this A goal is constantly approaching.
But what is interesting is that on the way to the goal, human beings will always branch out into different intersections. Take TV screens as an example, and trace the development history of TV screens: first, start a bet on different technology paths from the source of a few industrial chains, Then other manufacturers quickly "stand in line" under different banners and form an alliance of trust, which seems to be the evolutionary fate of TV screen technology.
For example, when display technology is moving towards the "post-liquid crystal era", compared with other forks, the balance of betting on "what kind of TV will be in the future" seems to be tilting towards the OLED end. The former "opposition" Hisense has also rationally turned to its opposite. Some time ago, it released its own brand OLED TV overseas. Hisense's low-key conversion, coupled with the previous LG, Sony, Philips, Skyworth, Konka, Changhong, etc. With the collective support of brands, the trust alliance of OLED has become strong at the end of 2018.
Of course, OLEDs are shrouded by the spotlight, not only at the end of 2018 - in fact, now OLED TVs have already bid farewell to the evangelistic stage of the education market, and are going through a stage of popularization, especially in the fiercely competitive Chinese market, where OLEDs are gaining momentum , it seems that the final outcome of this "standing line" is urgently pronounced.
Pourquoi OLED ?
There are not too many surprises. In the past Double Eleven, the sales of OLED high-end TVs were more than three times that of the same period last year. Although the entire color TV market has not yet recovered, OLED has easily outperformed the market.
It is more like some kind of cross-validation. The data released by Aowei Cloud also shows that in the first half of this year, the Chinese TV market sold 22.6 million units, an increase of 3.6 percent , and the sales of OLED surged by 110.3 percent . From the beginning of the year to the National Day, 55 The penetration rate of 65-inch OLED TVs increased by 50 percent , and the penetration rate of 65-inch OLED TVs increased by 66 percent .
What's more worth mentioning is that the growth curve of the mass consumer market often does not follow a normal distribution, and the principle of increasing returns that "confidence builds confidence, and order creates more order" may reappear on the screen, with other Compared with the competitive camp, OLED's ecological integration ability will become stronger and stronger, which will allow it to occupy more markets in a short period of time.
In fact, this infiltration is happening quietly. It is well known in the industry that LG Display's Guangzhou Gen 8.5 OLED production line is scheduled to be put into mass production in the second half of 2019, and will produce 55-inch, 65-inch, 77-inch and other large-size OLED TV panels. While further expanding the production capacity of OLED panels, China will become the largest producer and consumer market of OLEDs in the next few years.
Of course, some people can't help but wonder: why OLED will win the future with a high probability?
In fact, when OLED is in the dawn stage before the official outbreak, even many ordinary consumers can easily tell the advantages of OLED: for example, in terms of the underlying logic, the physical characteristics of active light emission allow OLED to present a "pure" "Black", the ability of each pixel to be independently controlled, so that every detail is not affected by the overall picture brightness, theoretically can bring almost infinitely high contrast, is the best carrier for truly restoring natural colors, and high color gamut And high contrast can also make the eyes less tired to the greatest extent.
In addition, the flexible and bendable characteristics of OLED make curved TV possible, which greatly broadens the user's visual experience; more importantly, thanks to the fact that OLED does not require a backlight module, OLED TV can be directly "sticked" to the wall like cardboard. On the other hand, in an era when the public has high requirements on the details of the living room, the industrial design created by OLED can largely blur the boundary between household appliances and handicrafts.
Analysis from the consumer side: On the one hand, the consumption upgrade driven by the rise of the middle class has enabled nearly 300 million consumers to no longer blindly follow low prices and begin to have higher-level product expectations; on the other hand, in terms of practitioners, capital and Under the joint efforts of the media, Chinese consumers seem to be particularly sensitive to new technology trends, regardless of clothing, food, housing, and transportation. A visit to a home appliance store will reveal that OLED is becoming a popular criterion for high-end TVs.
As we all know, the high added value of OLED TVs is a key factor in promoting win-win cooperation between upstream and downstream of the industry chain. Especially in the fiercely competitive Chinese market, different brands have gradually joined the OLED camp, which is closely related to their own situation: due to The lack of innovation in LCD TVs and the serious homogeneity of LCD TVs lie in front of almost all manufacturers, which also leads to the "price war". The profit margin of the color TV industry has dropped from about 4 percent to 1.5 percent in the past two years. Below 1 percent , they very much need to use the high value of OLED technology to make the entire color TV market get out of the dark jungle-like disorder.
L'ambition à l'ère du DOT
And if the viewing angle is pulled into the future, the high-value output of OLED may establish a new order for the entire display industry.
Moving closer to the future, the first thing to look forward to is the synergy between OLED and 5G and 8K. You know, 2020 is the time when 5G and 8K are truly mature for commercial use. While 5G and 8K complement each other (8K has extremely strict requirements on transmission speed and quality, 5G just builds an information highway for it), outstanding images Quality makes OLED the best carrier in the process of symbiosis between the two. OLED plus 5G plus 8K meet each other at almost the same time, which will greatly expand the color frontier of human "new horizons".
What is more worth looking forward to is that the long-term task that humans have given to OLED is far more than just the TV screen.
Tracing the ancient history of media changes, Kevin Kelly called the relationship between human beings and content carriers the "Three Principles of the People": "the people of speech" (culture is more from word of mouth), "the people of books" (from five hundred years of history) Before Gutenberg invented movable type)—and the People of Screen, today and into the future, he tells a joke about a friend's daughter who grew up accustomed to using cell phones and iPads as a child Pointing with the upper finger, one day the friend put a printed photo on the table. The daughter walked up to it and tried to enlarge it several times, but failed, so she said to her father: "It's broken."
Thanks to OLED technology, in the future, there will be more and more places where "people of the screen" can live, and there will be fewer and fewer "broken" things. The revolution embraced, and the DOT (Display of things) era.
If it is said that in the 5G era, IOT is pursuing the interconnection of all things on a larger scale, then the spiritual core of DOT is to make the screen, which is the "front face" of the information society, grow exponentially and become ubiquitous. In the process of human migration to the "people of the screen", OLED may be the best path. As the core of the DOT era, it will profoundly change the pattern of the future display industry.
This is not difficult to understand. Benefiting from its self-luminous properties, because there is no backlight, OLED screens can transform into various product forms like water. Just to name a few examples: For example, foldable screens, you know, the industry generally will Folding screens are regarded as the next important turning point for smartphones; another example is the rollable screen, which can not only become the ultimate solution for various ultra-large screens, but also evolve into various flexible wearable devices that are unimaginable today; another example, A transparent display screen, you can imagine, as the Hollywood sci-fi movies repeatedly preached, transparent screens can be used on the glass of cars and street shops, presenting multi-dimensional graphical interfaces such as maps and commodity information when needed.
The technical principle of OLED makes all of the above within easy reach, and has even partially landed.
Through the above analysis, it is not difficult to find that even though the consumer electronics industry is a big gamble, today, it seems that there is an increasingly clear answer about who is the future of the panel. Now all links in the industry chain are betting on OLED. The current rational choice is also the best stepping stone to the future.
