OLED电视“叫好不叫座”，如何避免重蹈等离子覆辙？

Group 1 - OLED technology is recognized as a benchmark in display technology due to its self-emissive characteristics, offering infinite contrast, pure blacks, wide color gamut, and flexible design possibilities [2] - Despite its technical advantages, OLED TVs are facing a market struggle, with global shipments projected at only 7.09 million units in 2024, accounting for less than 4% of the overall TV market [2] - The high price of OLED TVs is a primary barrier to widespread adoption, with the average price of mainstream 75-inch OLED models expected to remain around 18,000 yuan in 2025, compared to Mini LED TVs priced around 5,000 yuan [2] Group 2 - The price disparity between OLED and LCD is attributed to the maturity of the LCD supply chain, which has developed a complete ecosystem over decades, while OLED production remains reliant on LGD and Samsung's technology, leading to high equipment depreciation and material costs [3] - Unlike the plasma era, where a closed supply chain strategy led to its downfall, the current environment for OLED is different, with Chinese panel manufacturers like BOE and Huaxing Optoelectronics establishing OLED production lines, expected to achieve over 50% self-sufficiency by 2025 [3] - The trend towards larger screens is benefiting OLED, with over 40% annual growth in shipments of TVs larger than 75 inches, and a market share of over 52% for OLED TVs priced above $1,500 in the European and American markets [4] Group 3 - The challenges faced by OLED TVs are primarily due to a lag in market acceptance compared to technological maturity, with the potential for OLED to avoid the pitfalls that led to plasma's decline through material innovation and an open supply chain [4] - Although Mini LED technology poses a competitive threat to OLED, if OLED can address cost and burn-in issues, it may secure a leading position in defining the next generation of display standards [4]