In today's market, it is undeniable that LCD TVs still dominate the color TV industry, though overall growth has been modest. Meanwhile, OLED TVs, widely recognized as the next-generation display technology, have become the focal point of transformation in the television sector. According to data from AVC’s omnichannel retail tracking, from January to September 2017, OLED TV sales maintained a high growth rate, with six months seeing year-on-year increases. Notably, in August alone, sales surged by 234%, bringing fresh momentum to an otherwise sluggish TV market.
Apple X inadvertently helped boost OLED TV sales, leading them to rise against the market trend. Unlike LCD TVs, which rely on backlighting and often suffer from poor image quality and motion blur, OLED TVs are self-lit, offering superior picture quality and more accurate color reproduction. The release of Apple's first iPhone X with an OLED screen significantly raised the profile of OLED technology, propelling its popularity forward.
According to Ovid Cloud Network data, OLED TV sales increased by 145% year-on-year during the Singles' Day shopping festival, accounting for over 1% of total sales. Suning's data further reveals that during the Double Ninth Festival period, OLED TV sales jumped by 509%.
"A consumer doesn't see a difference between Apple's OLEDs and those used in color TVs," said a senior executive in the TV industry. He believes that Apple's introduction of OLED-equipped mobile devices directly contributed to the fourth-quarter OLED TV sales surge. "By placing OLED technology at the forefront of its smartphones, Apple has given the entire OLED display industry a significant 'discourse advantage.' With Apple's influence, OLED TV growth is expected to be steady and upward."
Suning leads the way in OLED TV sales, with over 50% of OLED TVs in the market sold through its channels. As a key sales channel for color TVs, Suning leverages its physical store network to provide an O2O platform for OLED suppliers, meeting consumer demand for premium products. The company has established OLED experience centers in major cities like Beijing, Shanghai, Guangzhou, Shenzhen, and Nanjing, allowing customers to experience the immersive visual effects of OLED technology.
Beyond its channel advantage, Suning has also taken steps to lower OLED TV prices. Through strategic partnerships with LGD panel manufacturers and TV brands, the company has achieved large-scale procurement and exclusive customization, reducing supply chain costs and offering more competitive pricing. During the Double 11 event, Suning launched an exclusive 55-inch OLED TV model from Skyworth, priced below 7,000 yuan for the first time.
A Suning TV representative noted that OLED TV prices have dropped by over 20% compared to the start of the year. With increasing production and more panel manufacturers entering the market, OLED panel output is expected to grow rapidly, leading to further price reductions. From December 1st to August 8th, Suning launched the “Color TV Drones List†campaign, where consumers could place a 49-yuan deposit for a 65-inch Skyworth OLED TV at just 3,049 yuan. This initiative is expected to accelerate OLED adoption and once again drive market growth.
Shenzhen Ousida Technology Co., Ltd , https://en.osdvape.com