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>> There are three reasons why BOE and Huawei cooperate with OLED panels. 5th,Oct,2018
Some models in the next generation of iPhones will be equipped with OLED screens, which seems to be a matter of fact. Some Korean media recently broke the news that Apple and Samsung are likely to have signed a 2.6 billion US dollar OLED panel order agreement. It is reported that Apple expects to order 75 million OLED screens from Samsung monitors, accounting for 14% of OLED screen production, Samsung Electronics will receive 56% of the screen, OPPO and vivo will guarantee 13% and 10% OLED screen share respectively. In this regard, Samsung and Apple have not commented.
If the news is true, Samsung, Apple, OPPO, and vivo account for 93%, and the rest is quite limited. It is worth noting that the brands mentioned in the above-mentioned breaking materials do not include Huawei, which is “directed to the court” in 2016 and is currently the “leading” of the Chinese mobile phone market.
However, there have been recent reports that Huawei and domestic panel maker BOE have successfully mass-produced OLED screens. However, Huawei and BOE officials did not disclose relevant information. However, in my opinion, Huawei is not motivated and likely to be involved in the panel field:
Direct Driver: Solving the problem of mobile phone display panel supply
Although it is still immature in large-size applications, small-size OLED screens have become the standard for many flagship mobile phones. According to the author's understanding, the advantages are as follows:
1. Lightweight material and higher touch sensitivity;
2. The color is bright and the contrast is high, which ensures a good viewing effect;
3. Self-illuminating material, the relative power consumption is lower in general use, thus ensuring a relatively better endurance effect;
4. Good ductility, can be made into a curved state, and even to the "foldable" development, thus bringing more space to product design.
In addition, Nail Technology believes that the use of OLED screens at this stage has two functions: one is to increase product tonality (mainly used in high-end products), and the other is to form a difference with friends.
As a high-end strategy for high-end products, Huawei has followed the curved OLED screen design in 2016. In the current mobile phone market competition situation, in order to not be "running" by the opponent, the OLED screen is continuously applied in the product. , almost an inevitable choice.
However, according to statistics, in Q3 2016, Samsung controlled 93.7% of the global flexible OLED panel market share, and the market share of the small and medium-sized panel market was also 31.8%, surpassing the second JDI and the third LGD. The total value is 28.5%. In this situation, technology-driven Huawei is likely to be directly involved in the panel field, because nail technology believes that in addition to solving immediate problems, it has a larger layout.
Deep motivation: building a closed loop of the industrial chain and expanding competitiveness
Not to talk about "more than Samsung and Apple in five years" is a reflection of Huawei's pragmatic style. However, this does not mean that Huawei's competitive relationship with Samsung and Apple has disappeared. The contest between Huawei and Samsung and Apple is not simply a "price war" that is commonly used in the domestic market, but must be a contest between technical strength and the ability to control the supply chain.
According to the author's observation, Huawei, Samsung, and Apple all have control over the chip that is the key to smart phones. Apple's comparative advantage lies in the software and system level. At the same time, although Apple does not form its own industrial chain closed loop, it is right. Downstream has considerable control capabilities, the most obvious is the bargaining power with suppliers; Samsung has basically built a complete closed loop of its own industry chain in the mobile phone field.
The author believes that the key to Huawei's mobile phone competitiveness is to better grasp the supply chain. Earlier this year, it was reported that Huawei had to repair the first quarter of the supply chain, which was reduced from the original 38 million units to 35 million units. At that time, some insiders pointed out that the production capacity of the supply chain itself was tight. In 2015, there was news that OPPO is likely to reduce production capacity due to tight supply of Samsung AMOLED screens.
Earlier, it was also reported that Huawei, OPPO and vivo were influenced by Apple's order to order OLED panels from Samsung, and the alliance was formed to promote the production capacity of other OLED screen suppliers. In fact, it is also to enhance the ability to control the industry chain. But for technology-driven Huawei, independent research and development, self-built industry chain closed loop, may be a better choice.
Possible cause: Ready to enter TV + try new growth points
In addition to the mobile phone business, Huawei may have other considerations.
The author noticed that at the end of last year, the question and answer of a user and "Huawei Terminal" caused a lot of attention. When answering the question "Is there a Huawei TV sales?", "Huawei Terminal" means "not currently", but " Waiting to see Huawei TV one day in the future."
Before, there was news that Huawei had to do TV. Huawei has high expectations in the consumer business, and has a layout on the TV box. At the same time, Huawei, which has a good foundation in manufacturing, R&D, and quality control, is likely to get involved in TV terminals. Involved in the panel business, it may be an opportunity for Huawei to further enter the TV market.
In addition, in addition to the original business, Huawei may also try to obtain new business growth points through technology output. After Huawei developed its own chips, there is a view that Huawei will export its related technologies. However, as a sign that Huawei mobile phones are entering the high-end market, in the short term, Huawei should not supply them externally, but the panels that are not marked with obvious labels are different.
Finally, one question left is whether BOE will cooperate with Huawei for OLED panels. Recently, it is reported that Apple has secretly negotiated OLED cooperation with China's BOE, Huaxing Optoelectronics, Tianma Microelectronics, Hehui Optoelectronics, Kunshan Guoxian and Rouyu Technology. Apple has been testing BOE's AMOLED screen for several months and may consider adding BOE to the supplier list next year.
Nevertheless, in the view of Nail Technology, this does not affect the cooperation between BOE and Huawei. At the end of last year, it was reported that BOE’s two OLED production lines in Sichuan were basically set up to meet the needs of future customers Lenovo and Huawei.
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