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>> LSG Vice President Li Shangxun: OLED sales will account for 40% in 2020 4th,May,2018
In the past two to three years, Korean panel makers have not basically followed the investment in new LCD panel production lines, and OLED is gradually becoming the new core competitiveness of the Korean panel industry. Kim Sang-Don, chief financial officer of LG Display, said recently that it is expected that the proportion of OLED TV panel sales will reach 20% this year. If necessary, the LCD factory may be switched to OLED. Li Shangxun, vice president of marketing and marketing at LG Display Television Division, also pointed out in an interview that LG Display is now shifting its strategic focus to OLED. It is expected that by 2020, LGD OLED sales will account for over 40% of sales.
After 5 to 6 years of market development, OLED TVs have become the mainstream of the high-end market. According to IHS data, in 2017, in the high-end TV market of more than US$2,500, OLED TVs accounted for 51.3% of the world's total, occupying half of the country’s total, surpassing LCD TVs for the first time. IHS expects that in the high-end market, OLED TVs will continue to maintain high-speed growth. In 2018, the proportion of OLED TVs in the high-end TV market of US$2,500 will climb to 70.7%.
At present, the television market is developing toward high-end. As a differentiated product, OLED TV has become an important source of revenue for Sony and LG Electronics. It is understood that Sony's overall TV revenue in 2017 increased by 21% compared to 2016, of which OLED TV contribution rate reached 8%; LG Electronics' overall TV revenue in 2017 increased by 9% compared to 2016, of which OLED TV contribution rate was as high as 52%.
It is precisely because OLED TVs can boost the revenue of TV manufacturers and is attracting more and more TV brands to join the OLED camp. Since the end of 2017, 13 major TV companies have joined the OLED camp. And the OLED camp will expand in the second half of this year. Li Tinghan, LG Display's vice president of global marketing, revealed that Hisense and another Japanese TV maker have decided to join OLED TVs and will launch their own brand of OLED TVs.
In order to meet the strong demand of end customers, LG Display is continuously improving its yield and increasing its OLED production capacity. Li Shangxun said that at present, the monthly production capacity of LG Display Pazhou factory is 67,000 OLED panels. Based on this capacity, the OLED TV panel sales target for 2018 is 2.8 million, which is 1.1 million more than last year. Kim Sang-Don said: "To ensure future competitiveness, LG Display will reduce LCD investment and shift to OLED business to ensure long-term profit. Given OLED's core business strategy, LG Display will continue to focus on differentiated products."
It is understood that LG Display is accelerating the investment progress of the 8.5th generation OLED production line in Guangzhou and the 10.5th OLED production line in Paju. Next month, LG Display will order OLED production equipment for the Guangzhou 8.5-generation line. Kim Sang-Don said that LG Display plans to respond positively to market demand and increase the production capacity of existing OLED production lines by shortening the production cycle. At the same time, it will promote the Guangzhou OLED production line into mass production in the second half of 2019, and if necessary, it is also possible. Convert the Paju LCD factory to an OLED factory.
Not only that, LG Display is also accelerating the OLED market. Kim Sang-Don pointed out that last year OLED TV panel sales accounted for about 15%, and it is expected that the proportion of OLED TV panel sales this year is expected to exceed 20%. Li Shangxun said that by 2020, LGD OLED TV panel sales target is 10 million, and OLED sales will account for more than 40%.
At present, the strength of OLED has not yet reached 10%. Li Shangxun believes that OLED has great potential. The difference in the quality of the OLED and the potential in the design will bring a new form of television to the market. For example, the innovative performance in thickness is wallpaper TV. The innovation in design is that it can be curled TV, and there are foldable products in the future.
Moreover, with the development of the Internet of Things and artificial intelligence technologies, the greater market value of OLED applications will be released. Li Shangxun believes that whether it is the "fourth industrial revolution" or artificial intelligence (AI) and Internet of things (IoT), when the new era comes and the perfect combination with OLED, it will bring consumers unprecedented new Differentiated value.
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