The peak era of Japanese, Korean and Taiwan panel manufacturers has passed; Huaying company, one of the five tigers in Taiwan’s panel industry, declared bankruptcy, resulting in a serious decline in its overall competitiveness; Samsung and LG are switching to the panel technology battlefield, further reducing the traditional LCD production capacity.
Rise – decline – transformation, no matter what period of time you go back to the development of any industry, you can always find such a clear thread, panel industry is no exception.
In the field of panel display, there is no doubt that domestic manufacturers are in a period of rising and catching up. BOE ranked first in the world with 16.3 million tablets in the first half of the year in terms of global panel shipments according to Qunzhi consulting. Although the shipping area is less than LGD, but domestic panel manufacturers occupy a dominant position in the field of LCD will undoubtedly be a matter of time.
From having nothing to standing high in the tide, the mainland panel manufacturers not only have a firm foothold, but also have gradually made breakthroughs in cutting-edge technology. Under the dual pressure of the rising capacity competition and the frontier panel technology competition, the global panel pattern is facing a new round of reshuffle. Who can take the lead in technology and production capacity, who will be able to occupy a place in the future. Compared with the original battle of CRT, LCD and plasma, in the current trend of Internet of things, the scene and use of display become more complex, and the choice of upstream technology is bound to become more diversified.
Among them, there are LCD stacked screens of “old bottles and new wine”, flexible applications of new materials OLED, and the rise of micro display Mini / micro led and silicon-based OLED. Facing the coming technology tuyere, major manufacturers have launched their own layout.
As the leader of Korean panel, Samsung has experienced the change from OLED to quantum dot. Before that, the government announced that it would invest 13.1 trillion won to convert the existing LCD production capacity and upgrade it to a higher generation line of qd-oled production line. The bets were general. Compared with large screen production capacity, Samsung display has always been dominant in small screen OLEDs. Why should we focus on quantum dot technology instead of large screen? Can Samsung’s upgraded qd-oled display technology help it occupy a favorable position in the back panel era in the future?
After comprehensive consideration of the difficulty of technology route and the defects of OLED screen itself, Samsung finally established the application of quantum dot materials in large screen. Samsung’s and LGD’s OLED technology paths are rgb-oled and w-oled, respectively. The former has better picture effect than the latter, but the yield and cost will face more difficulties. Samsung finally chose to give up, while LGD reduced costs through CF layer, and finally occupied the mainstream of large screen OLED market.
Apart from this, Samsung also considers the reliability of OLED panel. Due to the use of organic materials, OLED will have the problem of screen burning after long-term use. In terms of the iterative rhythm of mobile phone FMCG, this is tolerable, but on the large TV screen, which is often used for seven or eight years, the long-term use effect of OLED still needs time to prove. In response to this, Samsung is not less in the big screen Market choking LGD. In the previous advertising campaign, Samsung even launched videos with multiple solid color backgrounds to let users judge whether the TV is burning, and said, “what should we do if the TV is burning? One is to contact the after-sales service, the other is to choose the qled TV that will not burn the screen. “
Although the quantum dot material itself does have higher reliability, the current application of qled TV is still liquid crystal + traditional LED backlight. It is a bit superfluous to solve the problem of screen burning from this point. Adding quantum dots to traditional LCD TVs helps to improve the picture performance. Compared with traditional TVs, qled products also have the upper hand, but this is not conducive to Samsung’s excellent competitiveness in the high-end market.
According to the previous IHS forecast, the domestic OLED TV market will maintain 115.5% growth in 2019. In this year’s TV market, the growth of high-end TV is largely driven by OLED. It is reported that “OLED TV sales of more than 10000 yuan accounted for 14.9%, of which 55 inch accounted for 80.9%. With the gradual release of production capacity of upstream LGD factories in Guangzhou and this year’s popularization pace of “local promotion”, the penetration rate of OLED category is expected to continue to accelerate.
“China is the core area of OLED trend,” Huang Longqi, President of LGD industry and OLED Strategy Department, said recently at the first world display industry conference in China. Under the pressure of old rival LGD’s OLED offensive and mini LED backlight technology, the positioning of qled will further sink, and Samsung’s high-end competitiveness will be lacking.
In this case, qd-oled is regarded by Samsung as the high-end display technology in the next few years. Both are self luminous, qd-oled is enough to compete with OLED in display effect. However, from the application of quantum dot materials, Samsung’s qd-oled is still a compromise.
As the name suggests, qd-oled is a combination of quantum dot materials and OLED materials, in which blue OLED is used as the substrate, and the other is red and green quantum dot materials. From the perspective of application principle, qd-oled and qled are photoluminescence applications of quantum dot materials in essence, rather than electroluminescence in ideal state. Samsung’s trick this time is to use blue OLED instead of the original blue led to emit light, so it can directly use the blue OLED material at the bottom to control the self emission.
The direct benefit of this point is the reduction of production cost. Due to the high quality of quantum dot materials and the susceptibility to moisture, the evaporation process commonly used in OLED can not be directly applied to the treatment of quantum dot materials, and the ink-jet printing process is more necessary. Samsung qd-oled separation method can use the more mature evaporation process to produce Blu ray OLED, and the other two materials can be printed by ink-jet printing. Although there is no alternative under the limitations of the existing process, it can indeed reduce the production cost.
Back to the display effect, the most famous point of quantum dot material is its higher luminous efficiency and color performance. However, from the actual comparison with OLED, the perspective of industry evaluation is more on the color limitation of w-oled, and the actual comparison between quantum dot materials and OLED is still missing. However, from the layout of Samsung’s long line, qd-oled will still maintain a strong competitive power in the high-end market compared with OLED.
The last point is the mass production time of qd-oled. According to the information disclosed at present, the investment in Samsung display production line will be completed before 2025, and a generation 10.5 qd-oled production line may be laid in A5 plant. It is hard to say that Samsung qd-oled can enter the user market with the advantage of LGD. Moreover, qd-oled’s Blu ray OLED substrate has defects in terms of lifetime and blue display effect. Faced with LGD with relatively stable audience base, Samsung’s market battle is hard to say that it has a 100% victory rate.
In the third quarter of this year’s financial report, Samsung’s Q3 panel business showed a comprehensive revenue of 926 million won and a profit of 117 million won. After the panel market continued to decline, Samsung display’s harvest was good. However, the main profit comes from mobile display (mainly mobile OLED panel), and its large panel is still at a loss. Sinking qled to expand sales, Samsung’s strategy in the future visible big screen display fierce competition is not good, and this qd-oled layout line is slightly longer than the industry. If the market reaction is not as good as expected, Samsung’s competitiveness in the high-end market may face challenges in the future.
Editor in charge: GT