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风物长宜放眼量2019年OLED电视市场行业年终盘点
2020-01-10 21:18  www.hengshuijiaoyu.cn

王安石笔下的跨年图景,喜乐融融。诗人所处的宋朝亦是科技勃发的好年份。火药、活字印刷和指南针皆诞生在宋朝。

Wang anshi's new year picture, happy mellow. The Song Dynasty, in which the poet lived, was also a good year for science and technology. Gunpowder, movable type and compass were all born in the Song Dynasty.

2019年的整体电视市场,波诡云谲,难言明朗。而在暗沉的集体情绪之下,我们发现一颗新星,就是OLED电视,竟实现了强劲的逆势增长。

The overall television market for 2019 is treacherous and unspoken. And in the dark collective mood, we found a new star, OLED TV, has achieved a strong counter-trend growth.

据奥维云网数据显示,2019年上半年OLED电视全球市场上涨21%,而在2018年全年,国内电视市场销售整体增幅只有%,但是OLED电视达到了47%。

The global market for OLED TV rose 21 percent in the first half of 2019, compared with an overall increase of only% in domestic TV sales for the full year of 2018, but OLED TVs reached 47 percent, according to data from Oveyun.

近些年,液晶电视进入衰退期,开放价值低,整体市场不可避免的陷入价格战漩涡。而与液晶电视的入冬节奏不同,OLED电视迈入繁荣盛夏。

In recent years, LCD TVs have entered a recession, low open value, the overall market inevitably into a price war vortex. And with the rhythm of LCD TV in the winter, OLED TV into a prosperous summer.

1、相较传统液晶电视,OLED电视拥有超广视角、完美黑幕、真实色彩、健康护眼、柔性可弯曲等优势,被视为是超越液晶的“下一代显示技术”,形态亦百花齐放,壁纸、可卷曲、折叠、透明、自发声、双面显示等。

Compared with the traditional LCD TV, OLED TV has the advantages of super wide view, perfect black screen, real color, healthy eye protection, flexible and bendable, etc. It is regarded as the \"next generation display technology\" beyond liquid crystal, and its shape is blooming in a hundred flowers.

2、OLED自发声电视让人眼前一亮,其自身并没有音响,而是利用OLED结构特征,在屏体背部增加了“激振器”(Exciters),让面板震动发出声波。而声波发出的部位,恰恰就是画面上对应的发声位置,比如屏幕上出现的青蛙跳到哪里声音就从哪里出来,实现声音画面完美合一,这种深入其境的体验则让液晶电视黯然失色。

2.OLED's spontaneous-audio-tv is so bright that it doesn't have a sound itself, but instead uses OLED structural features to add an \"Exciters\" to the back of the screen, allowing the panel to vibrate to emit sound waves. And the sound wave is exactly the corresponding sound position on the screen, such as where the frog on the screen jump out of the sound, to achieve the sound picture perfect in one, the experience of this deep into its territory has overshadowed the LCD TV.

3、OLED透明显示屏则展示出未来感的禀赋,这是以往只出现科幻电影中看到的场景。一台透明电视摆在你面前,可以像普通电视一样播放各色节目,同时还能通过透明面板展示其背后物体,宛如一块透明玻璃。因为相比较传统的LED或LCD面板,基于OLED技术的显示屏具有更高的透光度,因此能够打造出类似于玻璃窗户的透明显示屏。

3. The OLED transparent display shows a sense of the future, a scene seen only in sci-fi films. A transparent tv is in front of you, playing all kinds of programs like a regular tv, and displaying the object behind it like a transparent glass through a transparent panel. Because the traditional LED or LCD panel, OLED-based display has a higher transmittance, it can create a transparent display similar to a glass window.

OLED的爆发不是润物无声,而是轰轰烈烈。这得益于多个高势能场景带给更多消费者、行业从业者、媒体记者“身临其境”的体验。

The outbreak of OLED is not a silent moisturizer, but a bang. This benefits from a number of high-potential scenarios to bring more consumers, industry practitioners, media reporters \"live\" experience.

很多时候,人们喜欢的不是商品本身,而是商品所处的场景以及场景中浸润的情感。物质的极大丰富与过剩供给,让购买与得到的满足阈值降低。渴望和想要应成为新的丈量标尺。渴望的基础基于塑造商品的鲜活人格,以人格连接体验、情感、沟通、表达。以此建立信赖关系。

Most of the time, people like not the goods themselves, but the goods in the scene and the feelings of infiltration in the scene. The great abundance of matter and excess supply reduce the threshold of satisfaction for purchase and acquisition. Desire and desire should be the new yardstick of measurement. The basis of desire is based on shaping the fresh personality of goods, connecting experience, emotion, communication and expression with personality. To build trust relationships.

CES2017期间,LG公司曾搭建了一条OLED隧道。而在CES2018上,该公司又搭建了一处OLED峡谷。CES2019LG用柔性OLED电视搭建了一座瀑布。

During CES 2017, LG built an OLED tunnel. And at CES 2018, the company built another OLED canyon. CES 2019 LG built a waterfall with a flexible OLED TV.

而进入2019年3月的上海AWE,则是OLED电视的集体亮相。目前国内市场上可以买到的OLED电视已经超过30款,涵盖55英寸-88英寸等各种尺寸,价格也逐渐趋于主流化。

And into Shanghai AWE in March 2019, it is a collective appearance of OLED TV. At present, there are more than 30 OLED TVs available on the domestic market, covering a variety of sizes, such as 55 inches to 88 inches, and prices are gradually becoming mainstream.

具有代表性的明星产品创维S81OLED电视、海信A8VOLED电视,超薄的机身,超窄的边框,靓丽的画面,都让有现场清空购物车的冲动。

The representative star product creation S81OLED TV, Haixin A8VOLED TV, ultra-thin fuselage, ultra-narrow frame, beautiful picture, all let the field empty shopping cart.

值得一提的是,创维已经进入OLED电视市场长达7个年头的老兵,正在推行OLED电视普及风暴,而海信则是新加入OLED阵营的新鲜力量,2019年3月份发布的A8系列市场反应良好,消费者认可度高,市占率稳步提升,明年还会推出新一代海信OLED电视产品。

It's worth noting that Skyworth, a seven-year veteran who has entered the OLED TV market, is pushing OLED TV Popular Storm, while Hisense is a fresh force for new entrants to OLED, the A8 series market, released in March 2019, has a good response, high consumer recognition, a steady rise in market share and a new generation of Hisense OLED TV products next year.

除了各大展会的惊鸿一瞥,“OLEDBigBang燎原之旅”全年的活动更是让OLED显示技术推向高潮,深入全国各地,与行业专家、业界达人、媒体记者、公众亲切互动。真正让科技普惠众人。

In addition to a glimpse of the major exhibitions, the \"OLED Big Bang prairie fire trip\" year-round activities are to bring OLED display technology to a climax, deep across the country, with industry experts, industry talent, media reporters, the public cordial interaction. Let's really get tech all around.

如果说,线下身临其境的体验让OLED电视“走近”千家万户,那么线上流量的加持则为OLED真正“走进”老百姓家中提供了强劲推进器。

If the offline experience allows OLED televisions to \"get close\" to thousands of households, then the blessing of online traffic provides OLED with a real \"walk into\" the people's homes with strong thrusters.

苏宁易购透露,OLED电视将始终是苏宁推广的主流产品。而在京东OLED旗舰店你已经能找到所有主流OLED各大品牌的身影。

SUNING revealed that OLED TV will always be the mainstream product of Su Ning promotion. And at the JingDong OLED flagship store you've been able to find all the mainstream OLED brands.

在创维的OLED电视发布会上,我们时常看到来自全球的知名网红通过直播,将OLED的先进体验带给全球的粉丝和观众。

At Skyworth's OLED TV launches, we often see well-known celebrities from around the world bringing the advanced experience of OLED to fans and viewers around the world through live broadcast.

目前,中国OLED电视销售提升的制约因素包括:价格、品牌与面板供应量。随着OLED的消费者认知价值提高,价格已经达到了消费者可以接受的甜点(Sweetspot),消费者需求有望随之扩大。同时,随着广州代OLED生产线正式投产,面板供应量的瓶颈制约也将解除。”

At present, China's OLED TV sales promotion constraints include: price, brand and panel supply. As OLED's consumer's cognitive value grows and prices have reached the consumer's acceptable dessert spot, consumer demand is expected to expand. At the same time, as the production line of Guangzhou generation OLED is officially put into operation, the bottleneck of panel supply will also be lifted.

信息流时代需要大屏介质、大量显示设备。手机这种移动终端较难带来更好的信息流服务,用手机观看无法感觉到用电视观看的画质优势,所以电视是无法替代的。

Information flow era needs large screen media, a large number of display equipment. Mobile phones, such as mobile terminals, are more difficult to bring better information flow services, mobile phone viewing cannot feel the quality of the advantages of television viewing, so television is irreplaceable.