At the moment, the display has become a visual extension. Not only are mobile phones more and more people can't let go, e-books, computers, TVs, window displays, billboards, etc. are always ready to "occupy" people's attention. To a certain extent, the "Internet era" is the "display era." The screen is the gateway to the Internet.
From nothing“The display is not just a product, but a system of industrial systems. The display industry is the foundation of a strong manufacturing country. The development of the display industry is a competition for the global industry to express the right to speak and distribute value.†China Electronics Video Industry Association Chang Lin Yuanfang said.
As a core component, the display is regarded as a basic industry in the industry, but 10 years ago, China suffered from a lack of screens and a high degree of dependence on imports. When the flat panel display appeared, the advantages that China had established in the field of picture tubes for many years suddenly disappeared. It is.
In the face of technical iterations, the cost of falling behind is heavy. China's annual import screen display reached 50 billion US dollars. Such a huge demand, such a passive situation, how to break through? China has decided to deploy an independent display industry at the national level, and has issued the "Electronic Information Industry Adjustment and Revitalization Plan", which has listed the flat panel display industry as a national key support industry, clearly demanding breakthroughs in the development of new display industry, and striving to produce in new display panels. Achieve key technological breakthroughs.
High investment is the first hurdle in front of the latecomers, which is also a feature of the display industry. In 2009, TCL independently launched the 8.5-generation LCD panel project, Huaxing Optoelectronics, which set a record for individual project investment in Shenzhen history. After launching the TFT-LCD 5 generation line with a total investment of US$1.25 billion in 2003, BOE has not been able to shake off the shadow of losses. In the marathon run, it is dangerous. Is it a "mud-footed giant" or an innovative warrior? The two are a step away.
At the beginning of the establishment of Huaxing Optoelectronics, it was questioned. On the one hand, at this time, the high-generation panel production lines in Korea and Taiwan have entered the second half of the depreciation and amortization of fixed assets, and the cost advantage is obvious. On the other hand, the Japanese 10th generation line has started construction, and Huaxing faces “production backwardâ€. "The opposition." "Strengthen the industry, it is not old-fashioned." After 27 months, on the Huaxing Optoelectronics supply list, in addition to TCL, there is a long list of Hisense, Changhong, Konka, Samsung and so on.
Panel costs account for more than half of the total cost of TVs. When other companies are worried about rising raw materials, TCL has no worries. Huaxing Optoelectronics ranks among the first camps of LCD panels in the world, and makes TCL the only TV company in China that completes the vertical integration of the industry chain. The core components are no longer subject to people.
With the mass production of high-generation production lines such as BOE, Huaxing Optoelectronics and Tianma Microelectronics, the passive situation of China's TFT-LCD industry has completely changed.
From weak to strong"Technology is not necessarily a win, technology is weak and must be lost." Technology is another barrier to enter the industry.
By acquiring Korea's modern LCD production line, BOE entered the display industry. But the acquisition does not mean that it has production capacity. “The ability of the industrial sector must be generated in the course of operations,†said Lu Feng, director of the Institute of Enterprise and Government Studies at the School of Government Administration at Peking University.
“The scale effect is obvious, the investment intensity is high, and the technology is iteratively fast. It is a feature of this industry, and China is very strange to these industrial categories.†In the view of Lu Feng, the display industry is opening up a new field.
In order to exert the scale effect, BOE started from the 5th generation line and learned by itself. It has obtained the optimization design and product development capability of the whole process, formed a professional technical team, accumulated experience base, and connected the upstream and downstream industry chain.
In order to gain technological advantages, BOE's R&D investment continued to account for about 7% of sales revenue. Even when the loss reached 2.1 billion yuan, the company still maintained a R&D investment intensity of 1 billion yuan when it managed to “bottom the bottomâ€. Now BOE is the leader in the industry, and its users include Apple, Samsung, Huawei and other leading companies. In the fourth quarter of 2016, BOE's large-size panel shipments accounted for over 22%, surpassing LG and Samsung to become the world's number one.
Strong technical reserves have given BOE continued innovation. BOE currently has three production lines under construction—the 10.5th generation TFT-LCD production line of Hefei's world's highest generation line, Chengdu and the 6th generation flexible AMOLED production line of Mianyang. Each project is equipped with a team of more than 1,000 people, of which technicians account for More than 75%.
"In China's strategic emerging industries, 'turning the most beautiful', "the fastest growing among the top ten industrial revitalization plans", the evaluation of the display industry, experts evaluation is very high. From the integration of integrated circuits, oil, iron ore, China's four major imported goods, and now the self-sufficiency rate is close to 60%, the technical level ranks first in the world, only took more than 10 years.
In the past few years, the compound annual growth rate of liquid crystal display capacity has reached 51%. In 2016, the domestic display panel shipment area was about 77.28 million square meters, accounting for 30% of the world, ranking second in the world. As the new production line goes into production, the scale of domestic display panel production will jump to the top in the world without any suspense in 2018.
From catching up to parallelWith the release of a large number of liquid crystal display production lines, the market supply and demand relationship has undergone subtle changes. Especially when the market fluctuated downwards, there was a pessimistic voice.
“There are only weak products and no weak market.†For the “surplus theoryâ€, BOE Chairman Wang Dongsheng showed enough confidence that he believes that “excess†is only for existing applications and technologies, if technical breakthroughs or even subversions are made. Innovation, to provide a higher-end technology supply to the market, the market will always have a blue ocean.
"There is no more reference in front. The risk of the first mover is higher, and a more accurate strategic vision is needed. Once a mistake is made, it will cause a cliff-like disaster." Liu Dongdong, president of BOE, was cautious when interviewed by the Economic Daily. In order to avoid risks, BOE must be fully technically prepared.
Although the mainstream of the flat panel display market is still LCD (liquid crystal display), this pattern will soon be broken. With the advancement of OLED (Organic Light Emitting Diode) technology, the continuous improvement of yield and the sharp drop in cost will promote the rapid growth of downstream applications. New application scenarios such as smartphones, VR/AR, wearable devices, and automotive electronics are all looking forward to the leap forward in technology.
Technology has reached a turning point. In order to cater to the trend of differentiated design of IT products, Samsung DISPLAY is fully committed to developing flexible OLED displays that are thin, non-breakable and transformable. This will bring dramatic changes to the design of flat products. Samsung clearly uses flexible OLEDs as its next-generation display.
"For large-size AMOLEDs, China and South Korea are basically at a starting line." Chinese Academy of Sciences academician Ouyang Zhongcan judged that China has the opportunity to surpass. According to the annual report, in 2016, BOE R&D investment was 4.14 billion yuan, a year-on-year increase of 24.74%.
In addition to BOE and Huaxing Optoelectronics, domestic OLED panel companies and Huiguang, Shentianma and Guoxian Optoelectronics have also accelerated the investment step of OLED panels, aiming to seize the market opportunity of new display.
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