2025年OLED显示器市场复盘

Core Viewpoint - The OLED display market is experiencing significant growth, with increasing shipment volumes and new brands entering the market, leading to lower prices for consumers [1]. Group 1: New Brands in the OLED Display Market - In 2025, the QD-OLED segment welcomed six new brands: HP, Acer, GIGABYTE, ViewSonic, Lenovo, and Inno&cn, while the W-OLED segment saw the addition of Sony [2]. - Lenovo's sub-brands, Lecoo and Legion, launched a total of seven new QD-OLED display products before the Double 11 sales event, focusing on mainstream sizes of 27 inches and 32 inches [2]. Group 2: New Specifications in OLED Displays - In 2025, both QD-OLED and W-OLED displays introduced new specifications in terms of resolution and refresh rates, although no new sizes were released [3]. - The 27-inch QD-OLED displays upgraded their resolution from 2K to 4K, with new refresh rates of 180Hz, 280Hz, and 500Hz [5]. - W-OLED displays introduced a 45-inch 5K product, while the 27-inch 2K models saw refresh rates increase to 280Hz, and the 32-inch 4K models reached 165Hz [5]. Group 3: Pricing Trends in OLED Displays - The price of the 27-inch 2K 240Hz QD-OLED displays has reached new lows due to promotional events and new product releases [6]. - During the 2025 Double 618 promotion, the price dropped to 2,337 yuan, a 15% decrease compared to the 2024 Double 11 [9]. - By the 2025 Double 11, the price further decreased to 1,999 yuan, marking a 28% year-on-year drop from 2024 and a 14% decrease from the 2025 618 event [9]. Group 4: Market Projections - TrendForce forecasts that OLED display shipments will reach 2.65 million units in 2025, representing an 86% year-on-year increase, with a penetration rate of approximately 2.1% in the overall display market [9].