OLED TV puzzle: Skyworth said this year will rise, Xiaomi claims to be bankrupt

This year, with Skyworth in the OLED TV market set off a low price war, each straight down 3,000 yuan. This again pushes OLED TV, which is considered as a future trend, to the cusp of public opinion. At present, around OLED TVs, different voices from different manufacturers have emerged in the market: Some manufacturers believe that the consumer era has come and detonated; some manufacturers believe that this stage is only a gimmick speculation and is still far away.
Liu Weizhi, head of Skyworth TV, has publicly stated that the era of OLED TV has arrived. In addition, it is clearly predicted that the 51st of 2017 will be the first flash point of OLED. Sales volume will increase five times year-on-year in 2016, and sales volume will increase tenfold year-on-year. "From May 1st to the 6th of 2017, Skyworth's OLED TV penetration rate will reach 5%-8%."
However, this statement of Skyworth Liu Zhizhi was quickly publicly hit by Wang Chuan, the head of Xiaomi TV. When he talked about OLED in an exclusive media interview, he pointed out that OLED TVs are all for shows and can only be used as gimmicks. The mainstream products are certainly LED liquid crystals, which is certain. If companies only rely on OLED TVs, they will go bankrupt.
"OLEDs were about one million units last year, and there are more than 200 million TV sets sold worldwide. It only has so much supply, so there is no way to make a decisive impact on the entire market. This year's capacity will increase, but it will not be much. At present, Only one screen supplier is LG, which is a very niche market and will not have a major impact on the entire big market.” Wang Chuan frankly stated that he cannot rely on OLED to hype or rely on truly good products to meet user needs.
Market monitoring data from Zhongyikang also proved that Wang Chuan said: In 2016, the total sales volume of OLEDs in China's color TV retail market was 33,000, of which LG and Skyworth’s two leading brands sold 16,000 units and 11,000 units respectively. Even considering the sales of the engineering commercial market, Skyworth's 2016 OLED TV shipments should be around 20,000 units.
Although Skyworth has been very optimistic about the marketization of OLED TVs in recent years, it has unfortunately been too poorly accepted and recognized by market users. In 2016, Liu Zhizhi had publicly announced that he would sell 200,000 OLED TVs that year, but Skyworth abandoned this goal in the second half of the year. Although entering Skyworth in 2017, the price war for OLED TVs has been publicly started, this is not to popularize OLED TVs, but only to clear inventory.
Data from the upstream supply chain shows that Skyworth TV purchased a total of 60,000 OLED panels in 2016, but the final shipment was only 20,000 OLED TVs, and there are nearly 40,000 units of product inventory. There are also continuous upgrades in the technical performance and stability of OLED panels, as well as rapid degradation of performance as an organic material. If Skyworth does not clean up OLED TV inventory in time, it is easy to experience depreciation of products and performance degradation.
For the current series of challenges that OLED TVs face in the market, Sony, which had returned to the OLED TV camp early this year, seems to have seen the problems and drawbacks.
Informed people are sharply pointed out that "absolutely not just at low prices to sell OLED panels, which simply can not allow users to feel the advantages of OLED TV and LCD TV differentiation, we must re-define the OLED around the user." The meaning of words, low price wars, and the possibility of using OLED panels as a selling point cannot really allow OLED TVs to gain users' approval, but it will expose the technology's own weaknesses.

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