Why is LG starting to attack Samsung QLED TV so vigorously?

The battle between LG and Samsung for high-end TVs is intensifying. LG has recently launched a new offensive, launching a 75-second ad called "Quickly Distinguish Between LED and OLED TVs". More than half of the video emphasizes the shortcomings of LED TVs, which is heavily aimed at Samsung Electronics' high-end product "QLED TV".

LG recently claimed at IFA 2019, Europe's largest consumer electronics show, that Samsung Electronics' 8K TVs did not meet international standards. South Korean media Chosun Ilbo pointed out that the two major brands not only competed at international exhibitions, but also extended the battle line to TV commercials, which is a very rare phenomenon.

The advertisement mentioned that LED TVs need backlight to create colors, but the characteristics of backlight can easily cause color differences in black and are more prone to color casts. In addition, the hardware itself requires an extra layer of backlight, making it difficult to reduce the thickness of the body.

The video also points out that LG OLED TV uses light-emitting diodes, which can emit light on its own, without backlight problems, and can accurately display black. In addition, the thickness of the body can be reduced by at least 3.85 mm, and it can even be designed to look like wallpaper. LG is also the first in the world to realize the "roller TV" design.

LG Electronics emphasized in the video that "adding any English letters in front of LED, such as A, B, Q, etc., cannot change the nature of LED TV." Interestingly, LG Electronics deliberately made the video simulate the "QLED" picture and made the picture stay longer than other letters, which is a strong criticism of Samsung.

OLED sales are worse than QLED, which became the fuse

The industry generally believes that in the field of home appliances, LG Electronics has decided to adopt a more aggressive marketing strategy in order to compete with Samsung Electronics for the leading position in the market and expand the OLED TV market.

The Chosun Ilbo analyzed that in the high-end TV market, OLED TV sales are lower than QLED TV sales. According to statistics from market research firm IHS Markit, in the first half of the year, among TV sales above $2,000, QLED TVs launched by Samsung Electronics and others sold 961,400 units, but OLED TVs launched by LG and Sony only sold 514,100 units.

It is generally believed that the high price and short lifespan of OLED are the major drawbacks. Taking 55 inches as a benchmark, the price of OLED panels is 4 to 5 times that of LCDs. In addition, although OLED panels have accurate color rendering, they are more prone to defects such as differential aging and color decay, and their lifespan is shorter than that of ordinary screens.

A person related to LG Display (LGD), the only company in the world that produces large-scale OLEDs, said that in the past, the output of the Paju production line was in short supply. After the Guangzhou factory in China is started up in the future, the annual output in 2022 is expected to reach 10 million sheets, and the price will be able to be reduced to the level of LCD panels by then.

On the other hand, Samsung did not compete head-on with LG. In terms of marketing strategy, it focused more on promoting "8K" picture quality rather than emphasizing QLED technology. Its advertising videos also emphasized that QLED TVs can perfectly reproduce natural colors. Samsung also added a 55-inch 8K product that is popular with consumers at IFA 2019, focusing on "increasing sales."