OLED TVs have been unable to "start" on the market for many years. The main reason is that factors such as insufficient capacity supply and excessive prices have "draged" the price. Among them, price factors are undoubtedly the most core popular indicator: without a price breakthrough, there will be no "momentum to expand production", and the supply will be more limited.
5,000 yuan may be the popularization node of OLED TV
Although the price is too high, it is the largest "stumbling block" on OLED TVs. In the past two years, under the "delegation" of OLED leader LGD, and some terminal manufacturers have gradually made the terminal price of OLED TVs "down" by making the current OLED module , namely OBM, but compared with LCD TVs, it is still "highly above".
According to data from Aowei Cloud Network, in the first quarter of 2021, the average price of domestic OLED TVs was 13,635 yuan, a sharp drop of 10.6% compared with the same period last year. However, compared with the average price of LCD TVs, there is still a price difference of about 3 times. Such a high price gap will naturally make many consumers "out of reach" about it. As of the first quarter of 2021, the penetration rate of OLED TVs was only 0.5%.
An industry insider said that the barrier of "high price" has always been on the road to the increase in OLED TVs. Perhaps it is because of the "impact" of this "pain point" on the increase in OLED TVs. In the past two years, brands including Skyworth , Konka and other brands have launched the "OLED popularization storm" across the country, and the overall effect does not appear to be obvious.
Why did Skyworth and Konka conduct "price-release" promotion on OLED TVs, but still have not improved in the market-side scale? The key reason is that the price is still not "bold and thorough" enough. These two brands are priced at the price of 55-inch and 65-inch, respectively, between 6,000 yuan and 8,000 yuan. Although there has been a certain "price adjustment" compared to before, the "price difference" with LCD TVs is still more than twice, so they still have not raised "sales".
Yang Fan, founder of Baixing Home Appliance Network, told the Audio-Visual Circle: If the price of OLED TVs wants to enter the "large volume" stage, only if the "ditch" between its price and LCD TV is reduced to less than 1.5 times, there will be a chance to "break the deadlock".
. Judging from the continuous rise in the price of LCD TVs in the first half of this year, the overall average price has exceeded 3,000 yuan, up to 3,320 yuan. According to the standard of 1.5 times the price gap, when OLED TV enters less than 5,000 yuan, the "law" with a price gap of less than 1.5 times the LCD TV is realized.
Therefore, Yang Fan believes that which color TV company can take the lead in "pulling" the price of OLED TVs within 5,000 yuan, which is very likely to "open up" a huge popularization gap in the road to popularization of OLED TVs. Who will the
OLED TV adds 5,000 yuan?
htmlOn August 10, Xiaomi released two series of OLED TVs, Xiaomi TV Master 77-inch OLED and Xiaomi TV 6 OLED. Among them, the initial price of Xiaomi TV 6 OLED 55-inch fell directly to 4,999 yuan, and the price of 65-inch was 6,999 yuan, which caused heated discussion in the industry.
So far, Xiaomi TV has mainstream and best-selling size layouts such as 55 inches, 65 inches, and 77 inches in the OLED product line, and has built a full-size/multi-series/different price segments of OLED product layout. It is worth noting that this time Xiaomi 6 OLED has an extremely affordable price (65-inch starting price 6,999 yuan, and 55-inch starting price 4,999 yuan), coupled with the "quality and application innovation" quality that Xiaomi TV has always adhered to, all of which provide strong guarantees for the sales of Xiaomi TV OLED products. It may completely ignite a new storm of popularization of OLED TVs.
htmlOn August 11, Xiaomi Senior Vice President Lu Weibing said on Weibo: "Xiaomi already has a full-size/multi-series/different price segments of OLED product layout. In the next step, Xiaomi OLED TV's goal is also very clear, which is to "point" to the first place in the Chinese market.
A industry insider said that the current pricing of various manufacturers on the market is basically above 6,000 yuan. One of the obstacles to the popularization of OLED TVs is high cost and high price. Obviously, Xiaomi's move is intended to open up the mid-to-high-end TV market.
OLED TV is popularizing right now
Xiaomi positioned 55-inch OLED TVs at a 5,000 yuan gear, popularizing "high-end" picture quality to a lower price, which is easier to seize the share. Not only does it make the price of OLED TVs "halved", but it also hinders the "market space" of high-end LCDs of the same size. This move is a powerful "weight" for Xiaomi TV to "increase volume" in the high-end market.
Why Xiaomi chooses to "take a heavy hand" on the price of OLED TVs at this point at this moment? On the one hand, it is because OLED has completed consumer education after nearly 9 years of development, especially OLED mobile phone products, which have fully understood the superior display characteristics of OLED.
On the other hand, the overall cost of OLED TV industry chain has indeed been greatly "optimized". The price of OLED panels in Q4 2020 fell by 3 to 4% compared with Q3 of the same year, and fell for three consecutive quarters. At the same time, according to data from market research agency Omdia, the price of OLED TV panels fell by 8% year-on-year in the first quarter of 2021.
With the support of the price of OLED panels, and Xiaomi TV has realized the self-developed capabilities of OLED panels, which greatly reduces the price of OLED TVs.
In addition, Xiaomi's brand tone is: enjoy better technology and quality at a more generous price. From the previous "freezing point" price of 98-inch and 86-inch giant screen TVs, it greatly promoted the multiple growth of 80+ giant screen TVs, and then this time, it directly pulled 55-inch OLED TVs into less than 5,000 yuan and 65-inch giant screen TVs into less than 7,000 yuan, these are Xiaomi TV's intention to popularize high-end products and accelerate the era of popularization of OLEDs.
An industry insider said that Xiaomi's "graceful pricing" in OLED TVs can be said to have lost a "blockbuster" to the high-end market. This bomb not only opened a "big gap" on Xiaomi TV's "road" to the high-end market, but also created a certain "impact" on the pricing of OLED TVs by other competitors, and also caused an impact on MiniLED backlit TVs.
2021, MiniLED backlit TV is a hot spot in the entire color TV market. Among them, TCL and , Samsung are more focused on "betting" on MiniLED backlit TVs to form a "confrontation" with OLED TVs in the high-end market. We also hope that Mini LEDs will have higher color gamut, stronger brightness, higher resolution, and relatively cheaper costs to create pressure on OLED TVs.
Judging from the current scale trend, Mini LED backlight technology is still in its early stages, and there are "new and old problems" that can only be popularized by a sharp drop in costs. Especially, its overall situation is not widespread with the price of OLED TVs, which makes the dispute between miniLED and OLED more suspenseful.
Now Xiaomi directly pulls OLED TV into the node of 5,000 yuan, which is cheaper than miniLED TVs of the same size. Moreover, its HDR partition dimming capability is naturally stronger than high-end miniLED TVs, which will make the pricing of miniLED LCD TVs very "embarrassing".
According to statistics from Sigmaintell, the size of China's OLED market in 2020 was less than 200,000 units, with a penetration rate of 0.4%. It is expected to grow to 300,000 units in 2021, with a penetration rate of 0.8%, which is still at a low level. With Xiaomi's efforts, the OLED market has become more and more lively this year. The participation of more manufacturers and the release of larger production capacity are expected to further drive the popularization of OLED. This is an obvious challenge for mini-led: because both are targeted at the top-level high-end market demand.
Therefore, has a round of price competition, and it is inevitable! In the impact of the fall of OLED prices, whether MiniLED costs and prices will quickly "fall back" and thus face direct competition with OLED in the price dimension may be a major highlight of the high-end market in the second half of the year.
