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As the global OLED display market grows rapidly, Korean OLED manufacturers are struggling under patent lawsuits and under the pressure of Chinese manufacturers.
The growth of the OLED market is currently mainly led by Korean display manufacturers. LGD previously announced in July that it would invest an additional 3 trillion won (about US$2.53 billion) in its 10.5-generation OLED production line.
In addition, Samsung Display also announced on October 10 that it will invest 13.10 trillion won (about 11.05 billion US dollars) to produce large-size OLED panels.
According to market research firm IHS, LGD's OLED business is expected to grow from 13% of total revenue in 2018 to 49% in 2024, while Samsung Display's OLED business will grow from 73% to 93% in the same period.
Although Korean manufacturers have strong investment momentum in OLED, Chinese panel manufacturers are also quite active in grabbing the market. For example, Chinese manufacturer HKC recently announced an OLED investment plan to build China's first large-scale OLED panel production plant, while expanding investment in small, medium and large OLED panels.
Patent litigation is getting more intense
Recently, Samsung Display and LGD are also facing patent lawsuits filed by Irish OLED manufacturer Solas OLED. Solas OLED previously purchased OLED panel-related patents from US semiconductor company Atmel Corp. and Japan's Casio. Solas then filed patent lawsuits against many companies that produce and use OLED panels, such as Samsung, LG, Apple, Sony, Google and Dell.
Patent lawsuits in the OLED market are also placing a heavy burden on Korean panel manufacturers that are committed to the transformation of OLED panels. Coupled with the sluggish sales of traditional LCD panels, LGD has predicted that its plan to raise funds needed to invest in the next generation of displays will face difficulties.
Competition from Chinese peers
Chinese companies are also actively catching up with Korean companies. Currently, the LCD market share of Chinese panel manufacturers has surpassed that of Korean companies. At the same time, Chinese manufacturers are also expanding their investment in OLED panels.
Although Samsung Display still has over 80% market share in smartphones, Chinese companies are still showing clear signs of growth every quarter.
According to IHS Markit, Samsung's share of the smartphone OLED market fell to 82% in the second quarter from 86.4% in the previous quarter, while LG's fell to 2.2% from 3%.
On the other hand, China's BOE Display's market share grew from 8.5% to 11.5%.
Other Chinese companies, such as Shanghai Hehui Optoelectronics, Visionox and Tianma Microelectronics, also increased their market share.
It is expected that the competition between Korean and Chinese display manufacturers in the smartphone OLED market will become more intense in the future.
LG Display is the only company producing OLED panels for TVs, but Chinese companies are also actively entering the market.
HKC recently announced that it has invested $4.56 billion to build its 8.6-generation large-scale OLED production line in Changsha, Hunan Province.
The plant is scheduled to be completed in early 2021.
Under pressure from patent litigation and aggressive investments by Chinese display companies,
the outlook for Korean display manufacturers is expected to remain challenging in the future.
Samsung accelerates transformation amid fierce competition
According to foreign media reports, market insiders said that as the proportion of low-priced products in the QLED TV market gradually increases, the high-definition QLED TV launched by Samsung Electronics may decline, so the company plans to accelerate its focus on the next-generation QD-OLED screen.
Chinese smartphone maker OnePlus is reportedly planning to use QLED panels on its upcoming TVs in India in September.
OnePlus said the new OnePlus TV will be equipped with a 55-inch QLED screen.
OnePlus CEO Pete Lau said in an interview with the media:
"We will work with Amazon to sell TVs at a lower price than Samsung.
"
The report believes that this move means that OnePlus will also join the competition in the QLED market currently led by Samsung Electronics, which also includes China's TCL and Hisense, and the United States' Vizio.
India is a representative low-priced TV market.
Xiaomi, a Chinese company, launched low-priced TVs in India and gained an overwhelming 39% market share in the first quarter.
LG Electronics ranked second with a 15% market share.
The market share of low-priced QLED TVs has increased dramatically in recent times.
At the beginning of this year, market research firm IHS Markit predicted that sales of low-priced models (less than $1,000) would account for 3.9% of total QLED TV sales in the first half of the year, but in fact, the proportion reached 18.5%, five times the previous expectation.
TV market analysts believe that since QLED display panels are based on LCD panels, the recent plunge in LCD panel prices has enabled low-priced TV manufacturers to enter the QLED TV market.
Market analysts expect Samsung Display to accelerate its transition to a new generation of QD-OLED high-end TVs that combine quantum dots and OLED technology.
Currently, Samsung Electronics is also working on improving micro LED technology.
Previously, Samsung Display CEO said that the company is working hard and plans to launch QD-OLED panels in the near future.
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