Economic reporter for the 21st century
In 2022, the global consumer market was under cold air, and demand for television in stock was weak, touching the low point of almost a decade。
According to the most recent trendforce consultation, in the second half of 2022 china's “two-xie” promotion price-benefit panel price bottomed and helped reduce the price of the brand. However, international brands, which were sold less than expected in the first half of the year, resulted in a high level of end-stocking, which led to a significant reduction in the second half of the year's panel purchases, resulting in only 109 million overall television deliveries in the second half of the year, or 2. 7 per cent per year. Eventually, the annual volume of deliveries was 202 million, a decline of 3. 9 per cent per year, and a new low of almost 10 years for television deliveries。
Both lcd and oled are facing downside challenges. Even though the price of panels has fallen sharply, leading to a fall in television prices, the consumer switch cycle is still long and the oled category, which targets high-end markets, is difficult to maintain。
The consultation indicated that the price differential between 55 inches of uhd ld and white light oled o/c at the end of the third quarter of this year, which was reduced by 6. 2 per cent by 6. 2 per cent by 2022, had increased to 4. 8 times the level at the beginning of 2020, making brand promotion difficult。
Oled panel output drops
All along, old was one of the top-end tv representatives. During a recent visit by economic journalists in the twenty-first century, the price of some of the current oleds has also dropped from tens of thousands to around $5,000, further lowering the consumer threshold. At the same time, oled has become more popular in the family, thanks to its smallness and excellent quality。
As an important indication of the direction of industrial development, leading firms are also increasing their investment in old. In large-scale areas, only lg display is still capable of large-scale production, and domestic tcl reserves for many years in the direction of printing oled, and after investing in oled, research and development by both parties in the oled sector is of great interest。
Oled technology continues to improve, but markets are not strong, and the growth momentum in high-end markets has changed in an environment of low demand. At the same time, some practitioners have indicated to economic reporters for the twenty-first century that mini led is now also a strong competitive category of old, and that the cost of mini led will then fall further。
As can be seen, old also faces challenges in terms of industry demand and high-end markets. Looking to the future, the commonwealth advisory predicts that global television deliveries will again decline by 1. 4 per cent to 199 million in 2023. In 2023, the price of the white light oled panel was conservative, and the volume of the output was threatened to continue to decline by 2. 7 per cent, without sacrificing the profit of lg display。
The consultation further pointed out to economic journalists in the twenty-first century that the television panel supply remained loose in 2023 and that there was a low probability of a sharp rise in the price of the panel. In 2021, omdia, the research agency, showed that the global market for oled television had reached 6. 5 million, an 80 per cent increase, and that the market had changed quite rapidly in 2022。
But what needs to be noted is that while the price of the panels and the volume of the deliveries have declined overallLarge size requirementsKeep the bright spots. According to omdia's data on sales of oversized old television (70 inches or more), sales of oversized old television are expected to reach 699,000 in 2022, an increase of 17. 9 per cent over the same period。
Industry sources have indicated to economic reporters in the twenty-first century that large sizes have been home to energy consumption in recent years, and consumer demand has been moving in the direction of large sizes and super sizes, which is a major trend in the television industry. At the same time, as oled's production capacity increases and prices fall, large-scale “price ratio” becomes more prominent, as more brands are added to oled, and price wars in high-end markets are under way。
With the trend towards high-end and large-scale production, the volume of large-scale old products is either increasing or rising further, but overall television demand remains at the bottom for some time。
Cell phones, tablet osmosis
Beyond television, the decline in the mobile phone market has also affected small and medium-sized old panels, which have also declined for the first time in recent years。
Sigmainell said to economic reporters in the twenty-first century that amoled had delivered about 140 million tablets in the third quarter, a decline of about 17. 6 per cent over the same period. Among these, rigid old panels, with continued down-scaling of end brands, delivered approximately 33. 75 million pieces, a decline of about 52. 0 per cent over the same period。
On the soft side, however, there has been an improvement in the demand for the soft side, led by the new flag-ship type of the appleiphone14 series and the head brand; on the other hand, with the further release of the domestic flexible oled panel capacity, soft oled has gradually begun to penetrate the medium side, resulting in global soft oled deliveries of approximately 100 million tablets in three quarters, an increase of about 7. 5 per cent over the same period。
On the one hand, the old penetration rate will continue to increase in the area of small and medium screens and, against the background of overcapacity, panels are also looking for more end applications. In addition to mobile phones, it products such as tablets and notebooks are new market increases for old。
According to the latest study of the commonwealth advisory service, the deployment of the oled in the recent technological upgrading and material optimization process, coupled with the promotion of brands, has been carried out. It is expected that, after 2025, as capacity configurations are gradually put in place, old will have 2. 8 per cent penetration in it products and will have the opportunity to begin a significant breakthrough of 5. 2 per cent by 2026. At the same time, mobile penetration of the old panel reached 50. 8 per cent by 2023 and is expected to exceed 60 per cent by 2026。
On the other hand, china's oled capacity continues to rise, further seizing market shares. According to data from the group consultation, in the third quarter of this year samsung (sdc) still ranks first in the market share of the oled smartphone panel at 62. 6 per cent。
In addition, with the delivery of the iphone14 order and the release of the chinese version of the mate50 series, some 18 million pieces of soft oled smartphones were delivered in the third quarter of kyoto, representing an increase of about 15. 1 per cent over the same period, the second highest global market share of 13. 1 per cent, and the second highest domestic level; the third quarter of the third quarter, the total number of oled smartphones was about 8. 4 million, representing an increase of 32. 7 per cent, and ranked fourth and second in the world。
In the third quarter of 2022, oled panels on the mainland delivered approximately 41. 91 million pieces, with global markets accounting for about 30. 5 per cent, an increase of about 9. 2 percentage points over the same period. The market share of oled panels has increased steadily with the release of capacity at domestic oled panels and the increased recognition of oled panels by end brands。
