At present, it's undeniable that LCD TVs still dominate the color TV market, although overall growth has been sluggish. Meanwhile, OLED TVs—widely recognized as the next-generation display technology—are becoming the focal point of transformation in the television industry.
According to AVC’s omnichannel retail data, from January to September 2017, OLED TV sales continued to grow at a high rate, with six months of consistent expansion compared to the same period last year. Notably, in August alone, sales surged by 234% year-on-year, bringing fresh momentum to an otherwise weak TV market.
Apple X inadvertently helped boost OLED TV sales, which rose against the trend. Unlike LCD TVs, which rely on backlighting and often suffer from poor image quality and motion blur, OLED TVs emit their own light, delivering superior picture quality and more accurate color reproduction. The release of Apple’s first iPhone X with an OLED screen significantly raised awareness and interest in OLED technology, propelling its popularity forward.
Ovid Cloud Network data shows that during the Singles’ Day promotion period, OLED TV sales jumped by 145% year-on-year, accounting for over 1% of total TV sales. Suning’s data further highlights this trend, showing a 509% increase in OLED TV sales during the Double Ninth Festival.
“A consumer sees no difference between Apple’s OLEDs and OLED TVs,†says a senior executive in the color TV industry. According to them, Apple’s introduction of OLED smartphones was a key driver behind the surge in OLED TV sales in the fourth quarter. “By placing OLED technology at the forefront of its mobile devices, Apple has given the entire OLED industry a strong advantage in public perception. With Apple’s influence, OLED TV growth is expected to remain steady and positive.â€
Suning leads the way in OLED TV sales, with over 50% of OLED TVs in the market sold through its channels. As a major retailer, Suning has established OLED experience centers in major cities like Beijing, Shanghai, Guangzhou, Shenzhen, and Nanjing, offering consumers an immersive visual experience.
In addition to its channel strength, Suning has also taken the lead in pricing OLED TVs. Through strategic partnerships with panel manufacturers like LGD and TV brands, Suning has secured large-scale procurement and exclusive customization deals, helping to lower supply chain costs and bring prices closer to what consumers expect. During the Singles’ Day event, Suning launched an exclusive 55-inch OLED model from Skyworth priced below 7,000 yuan for the first time.
According to Suning’s TV department, OLED TV prices have dropped by over 20% compared to the start of the year. With increased production and more panel manufacturers entering the market, OLED panel output is expected to rise rapidly, leading to further price reductions. From December 1st to August 8th, Suning launched the “Color TV Drones List†campaign, offering a deposit of just 49 yuan for a 65-inch OLED TV from Skyworth at a price of 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