It is a foregone conclusion that OLED will dominate the market. What is Skyworth’s winning strategy?

Since the end of the International Consumer Electronics Show (CES), the discussion about OLED in the market has never stopped. Both users and manufacturers seem to have a high interest in OLED.

At the same time, after Sony finally put aside its concerns and officially joined the OLED TV camp this year, a large number of traditional LCD TV manufacturers in the world have begun to adjust their production directions and prepare to use OLED screens to update and iterate traditional LCD TVs. It seems that OLED will become the new darling of the TV industry in 2017.

OLED will replace LCD TV and become the main force in the future

According to the survey, most traditional LCD users are facing a very embarrassing problem at this stage, that is, traditional LCD TVs will encounter more or less light leakage regardless of the quality control. Especially under the condition of full sunlight, the presentation level of pure black is worrying. However, OLED, which has the latest technology, can perfectly solve this problem. The reason is that each pixel in OLED can control the light emission by itself, and there is no need to cover the light source like LCD TV, and there will be no light leakage problem.

At the same time, as the latest technology, OLED is much better than traditional LCD in terms of contrast, color gamut, viewing angle and development cost.

The international market is changing rapidly nowadays, especially when traditional LCD TV manufacturers begin to turn to the development of OLED. From LG's initial pioneering efforts to Sony's recent change in attitude, the increasingly mature OLED will naturally become the first choice of top manufacturers.

Since the National Development and Reform Commission and the Ministry of Industry and Information Technology issued a notice on supporting OLED technology in 2016, the domestic market has also seen the characteristics of OLED screens, such as flexibility, thinness, and high refresh rate, and is ready to respond to the national call to develop new technologies. From this point of view, it is an inevitable trend for OLED to replace traditional LCD TVs and become the main force in the future.  

Adhere to "bring forth the old from the old" and set an industry benchmark

Today, China's color TV market is full of three forces, namely domestic brands, joint venture brands and new Internet brands. Among them, domestic brands and joint venture brands have been wrestling with each other in technology for a long time, trying to occupy the share of China's high-end market.

Faced with the trend of the industry shifting to new technologies, Skyworth, as an experienced traditional color TV brand, is well aware of the significance of the emergence of OLED to the color TV industry. This represents the emergence of a new batch of consumer hotspots, and it has taken the lead in becoming the most representative OLED manufacturer among domestic brands.

Since 2013, Skyworth has been involved in OLED TV. In 2015, it announced the official mass production of OLED 4K TVs. In 2016, it released the world's first AR smart TV and Skyworth OLED organic TV. At the end of the year, it officially released China's first self-developed OLED TV "M1". It is Skyworth's continuous innovation in OLED technology that shows its determination to promote the development of domestic TVs. It also shows that Skyworth is fully qualified to produce the most advanced OLED TV technology in China. It also shows Skyworth's strong technical background and its representative position in color TV technology.

Skyworth, which has been researching in the field of OLED for many years, chose BOE, a panel manufacturer, and Huawei HiSilicon, a chip manufacturer, both of which are Chinese independent brands, to jointly develop core technologies for televisions in order to overcome technical difficulties. In 2016, Skyworth made breakthroughs in the fields of display screens and TV chips and launched China's first independently developed OLED TV. While continuing the miracle of "Made in China", it also made preparations in advance for the next wave of iteration and upgrading of the domestic color TV industry.

Continuously enriching content to create a complete audio-visual product chain

The gradual popularization of the Internet and smart TVs has brought the development of TV products to a new stage. This requires the hardware technology of products such as screen quality to be matched with high-quality display content. In particular, the HDR technology wave has swept the TV industry in recent years. In the future, more and more HDR content will also require excellent TV display terminals for adaptation.

For this reason, Skyworth, which has made continuous technological breakthroughs in recent years, is also determined to continuously polish and enrich the content to ensure that users' viewing experience is greatly improved.

Skyworth first creatively decided to install the JBL speakers that can achieve perfect decoding of 5.1 channels on the "S9-I" developed by itself, so that people can enjoy HDR sources and get an excellent audio-visual experience. At the same time, it still uses the RTD2999 chip that has obtained Dolby technology certification. This chip can not only decode ordinary "HDR10" specification sources, but also decode higher-specification HDR sources that use the Dolby Vision standard, expanding the space for content acquisition and completing the integration of the entire HDR industry chain.

If the layout of OLED shows Skyworth's sensitivity to new technologies as a veteran TV manufacturer, then improving the integration of product software and hardware based on content is the most powerful embodiment of Skyworth's product thinking that is dominated by improving user experience.

To shape the core competitiveness of the enterprise with quality first

Domestic brands that have witnessed the historical changes in China's color TV industry have a special affection for the term "quality first". Since the reform and opening up, domestic TV brands represented by Skyworth have always been adhering to the concept of bringing high-quality products into hundreds of millions of households, and allowing people from different countries and nationalities to enjoy the beauty and fun of digital audio-visual life. They have worked hard to research cutting-edge industry technologies and intend to serve consumers with the best products.

Today, when the Chinese color TV industry has been in a disorderly price war for a long time, it cannot be forgotten that there are still some traditional brands that still adhere to their "craftsman spirit".

So, when Yang Dongwen, president of Skyworth Group, talked about the disorderly price war in the market now, he said: "I think Skyworth has chosen a relatively certain model for doing business. I believe that everyone has their own characteristics and advantages. Doing business is not a 100-meter race, but a marathon." This attitude of insisting on using quality to form industrial advantages is exactly the spirit that generations of Skyworth have been adhering to.

We should believe that at a time when the current color TV market is still in the embarrassing situation of a wild battlefield, the Chinese color TV industry urgently needs to form a more reasonable order to guide the market that is on the verge of getting out of control. At this time, Skyworth has raised the banner of OLED technology and is highlighting the unique enterprising spirit of Chinese brands with its forward-looking layout.

As a winner of Toutiao's Qingyun Plan and Baijiahao's Bai+ Plan, the 2019 Baidu Digital Author of the Year, the Baijiahao's Most Popular Author in the Technology Field, the 2019 Sogou Technology and Culture Author, and the 2021 Baijiahao Quarterly Influential Creator, he has won many awards, including the 2013 Sohu Best Industry Media Person, the 2015 China New Media Entrepreneurship Competition Beijing Third Place, the 2015 Guangmang Experience Award, the 2015 China New Media Entrepreneurship Competition Finals Third Place, and the 2018 Baidu Dynamic Annual Powerful Celebrity.