Sony LG has given up the surface TV Samsung is still insisting?

Samsung Electronics announced its first fiscal quarter 2017 earnings forecast. The company may realize a profit of 9.9 trillion won in the first fiscal quarter of January to March 2017, and its revenue may increase by 0.4% from a year ago. Achieve 50 trillion won. However, this performance is difficult to cover the fourth quarter of 2016, Samsung Electronics in consumer electronics unsatisfactory results.

According to Samsung Electronics' fourth-quarter 2016 financial report, during the reporting period, the company’s sales and profit of the consumer electronics business both fell, and its sales decreased by 1.5% compared with the same period of last year, and profit decreased by 61% compared with the same period of last year. In this context, Samsung Electronics continued to promote curved televisions and QLED (QDs) TVs to dominate the market at major exhibitions in 2017.

In this regard, home appliance industry observer Hong Shibin said that curved surface television does not really solve the user pain point, the enthusiasm is difficult to continue, and the current QLED technology is not mature, the main push these two areas or cause the Samsung to cause irreversible, leading position facing challenges.

In response to the above issues, a reporter from China Business Daily sent a letter to Samsung (China) Investment Co., Ltd. and as of the time of writing did not receive any response from the other party.

Samsung pushes curved TV

2016 surface television sales accounted for 5.4%, but Sony LG both give up the surface strategy, in the heat faded, Samsung continues to introduce curved TV.

According to AVC data, in 2016, the retail sales volume of foreign brand TV sets in China was 7.31 million units, with the market share accounting for 14.4%, a decrease of 1 percentage point from 2015, and the sales volume increased by 2.1% year-on-year; Its retail sales amounted to 35.8 billion yuan, accounting for 23.0% of the market, a decrease of 2 percentage points from 2015 and a 11.3% year-on-year decline in sales. Dong Min, vice president of AVC Cloud, stated that the market share of foreign brands in the past three years has shown a downward trend.

In order to boost market performance, foreign brands are introducing various new technologies and concepts, such as 3D TVs and curved TVs. However, 3D TVs will no longer be the main thrust of the individual after a boom, and curved TVs have gradually entered the market since 2014. According to AVC's data, the sales volume of surface TVs in 2016 accounted for 5.4%.

However, at the appearance of the surface television boom, Sony told reporters that Sony currently believes that flat-panel TVs are the most suitable for consumers.

Sony further stated that the surface is not a very fresh design, and it is Sony's first launch of a curved TV in the Chinese market. However, through a large number of market user surveys and feedback, Sony believes that the plane is the design basis for the habits and audition experience that are most suitable for consumers to watch. This is also the result of verification in various markets around the world.

When the China Business Daily reporter visited the home appliance store, LG TV sales staff also told reporters that flat-screen TVs are now selling better than curved TVs. Curved TVs have a certain degree of reflection at a certain light angle, and the viewing angle is very small. The liquid crystal television is turned over by liquid molecules, which changes the shape of the liquid molecules when the screen is bent. When the image is formed, the screen will be slightly curved, especially when icons or numbers appear.

According to media reports, Samsung Electronics will launch more than 20 curved TVs in 2017. According to the “Liquid Crystal Market Weekly List No. 14 (2017.03.27—2017.04.02)” report published in the Yikang era, the top ten best-selling models for the week from March 27 to April 2 In the name, Samsung did not have a TV, and all the best-selling models are not curved.

Why Samsung Electronics still insists on the situation that everyone has withdrawn from the surface television. Liang Zhenpeng, an appliance analyst, said that in the Chinese market for surface television for so many years, its development speed in the high-end market is still relatively fast. Curved TV is an improved product of LCD panel, which can prolong the life cycle of LCD technology. Because Samsung can't produce OLED (organic light-emitting diode) TV panels, it is now in the LCD TV field, improving LCD TVs with quantum dots and curved surfaces, extending the life cycle of LCD TVs. This is the main reason why it pushes curved surfaces.

According to a survey conducted by the research institute IHS, the sales volume of curved surface televisions reached 8.32 million units in 2016. It is expected that the sales volume of curved surface televisions in 2017 will reach 11.04 million units. Although curved TVs have seen a growth trend in institutional analysis, in Liang Zhenpeng's view, if the proportion of high-end curved TVs is expanded too much in products, there will be a big risk.

Liang Zhenpeng said: “Is there a lot of high-end consumers willing to hang their curved TVs on the wall, and then both sides of the TV are turned up (not affixed to the wall). If the two sides are tilted up, how can TV match the home environment perfectly? "Now many consumers want the TV to be attached to the wall, and this kind of TV is already out. Wallpaper TVs such as LGD, Skyworth, etc. will soon be pushed thin enough to be affixed to the walls. So curved TV still has a particularly large market risk.

QLED technology still takes time to realize

At present, OLED technology has begun commercialization. Samsung QBE's QLED technology is still in its infancy. Experts predict that QLED technology will mature at least three to five years.

After the wave of curved TV, at the beginning of 2017, many TV manufacturers have made OLED TV the highlight of this year, whether at the CES in the United States or the AWE China. OLED is also called organic electro-laser display. Its display technology has the advantages of self-luminescence, wide viewing angle, almost infinite contrast, lower power consumption, and extremely high reaction speed.

In January 2013, LG Electronics announced OLED TV at the CES that year, which shows that the world has entered the era of large-size OLED. At the beginning of 2017, various companies were pushing OLED TVs. Mu Gang, chief executive of LG Electronics (China) and general manager of China, even asserted at the leader conference of the Chinese television industry: “The next spring of the television industry, I think it must be on television. There is a new breakthrough in the 'form' aspect. LG believes that only the OLED can provide this opportunity and opportunity for the color TV industry."

In addition to LG holds this view, as a major brand of foreign TV, Sony has introduced a new OLED TV A1. Sony China stated that at present, the domestic OLED market is still in its infancy and its development potential and space are very large. Based on Sony's existing OLED experience and technological innovation, Sony believes that it is possible to launch an OLED TV to meet the needs of the current market, so we chose to bring OLED TVs to market now.

In addition, the problem of low yield of OLED panels, which has been plagued by criticism, has also improved in recent years. According to Sony China, OLED display technology has matured and overcame many technical limitations. Now, with the continuous development and maturity of OLED technology, many problems have been overcome and greatly improved.

Dong Min also stated that the production process of OLED is indeed longer than LCD, and the yield rate is lower than that of LCD. However, this is a process that will inevitably be experienced during the development, introduction and maturation of new technologies. In fact, the issue of low yield rate is currently leading. OLED manufacturers have been resolved. The major manufacturers are looking at the next generation of OLED technology, broader design potential, and high profitability of high-end products.

However, in this series of advantages, Samsung Electronics is still the main QLED TV. Reporters visited the Electric City and found that Samsung’s sales counters use QLED as the main push technology. Samsung’s sales staff told the reporter that QLED is an upgraded version of OLED. In addition, on the Samsung China official website, QLED also appears in the most prominent position of the official website.

Liang Zhenpeng told reporters that the so-called quantum dot TVs are actually LCD TVs. The principle is to tie a layer of quantum film on the LCD screen LED backlight. However, these are not true Quantum-dot TVs. The real Quantum-dot TVs are self-illuminating. Now that Samsung's quantum dot TVs are all LCD TVs, they can only improve LCD display, but it does not have a fundamental improvement.

Samsung Electronics Co., Ltd. already has a small-screen OLED panel production technology, so why not produce OLED TV panels? In this regard, Liang Zhenpeng said that the main problem is the technical threshold. The threshold of OLED panel technology is indeed relatively high. Many domestic companies also want to produce, but the problem is that production is not now available. Samsung is also unable to produce large-screen OLED panels. "If it can be produced, will it not be sold?"

It is reported that Samsung Electronics spent a large sum of money in the end of 2016 to acquire QD Vision, an American quantum dot company, and thus further integrated Samsung's industrial chain in the quantum dot field. Liu Junguang, vice president of color TV marketing at Samsung Electronics in Greater China, said in an interview with the media: "From patented technologies, materials research and development, production of quantum dot screens, and manufacturing of terminal products such as quantum dot TVs, Samsung is occupying all areas of television technology. Dominant position."

Many of the interviewed experts are cautious about QLED technology. Dong Min said that OLED has been in the promotion period, electroluminescence QLED technology is still in its infancy, the concept of QLED technology has a good color, good reliability and other advantages, but it is still too early to spread from a large area.

Liang Zhenpeng also said that OLED TVs have now been manufactured and commercialized, but they are simply higher costs, but we all know that this thing can be produced. However, it is still unclear what exactly QDTV is based on. QLED technology has to mature at least three to five years, and even there will be no problem in the future.

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