Is listening to the self-promotion of home appliance manufacturers, or listen to consumers, channel providers (home appliance stores) consumer willingness? From the standpoint of consumers, judging the future of OLEDs is far more valuable and meaningful than the self-promotion of home appliance manufacturers.
In technology-enhanced Germany, which groups of people are the first to choose OLEDs when buying TV, can these groups represent consumer trends? What are the prerequisites for inspiring the general public's willingness to spend?
The day before the 2015 IFA exhibition in Germany, on September 3rd, the reporter conducted an on-site investigation interview at 9 Tauentzienstrasse, Berlin (SATURN's largest home appliance marketplace in Berlin).
Through our interviews with consumers and salespersons, we aim to truly understand the future demand for color TVs by consumers. For TV companies, this will affect new products based on new technologies and whether they can have better results. Sales expectations.
For the global color TV market, whoever is likely to lead the way with new technology when the display technology is in transition, then whoever will be the leader in the next industry.
OLED prices become the threshold for civilian consumption
“I think OLED is the future trend, but in the current situation, due to the lack of scale, so the price is high. Now to buy OLED products are mostly high-end consumers, these people like OLED. In fact, OLED Want to popularize, can let the general public can afford, the most basic thing is the price to drop down. Once the price drops, then there is no doubt that OLED is the most popular." In SATURN store in Berlin, the salesman told reporters.
During the interview, the reporter found that based on the current price, many ordinary consumers are discouraged. At most a few thousand euros, and as many as tens of thousands of euros, keep most of the civilian population out of the door. In fact, any upgrading of technological products will face this confusion under the premise that the products cannot reach the scale of mass production. This is a law of development. However, this will not affect technological progress and become a consumer trend in the industry.
“I really like OLED TVs and it looks better and the screens are more realistic. But at the moment, OLEDs will not be purchased. The most important thing is that the prices are too high. If prices drop in the future, I will definitely choose OLEDs.†During the interview, a German middle-aged female consumer told reporters.
In the SATURN Marketplace, five consumers of different ages and genders were interviewed. For OLEDs, they all agreed that OLEDs will be their favorite product, but they will not be purchased at present. Because the price is too high, it is not a product for ordinary working-class consumers.
The current OLED is much more to see, buy less, the fundamental reason is the price factor. If you want to quickly enter the homes of ordinary people, reducing prices through mass production will be the most effective and most direct way to stimulate consumers.
OLED Chinese companies must speed up
A very noteworthy phenomenon is that South Korea’s Samsung and LG are among the top echelons of OLED in the SATURN Marketplace. Among OLED products, Samsung still ranks first, followed by LG. It is mainly based on the product's selectivity and relative price diversification, which can make current high-end consumers have more choices.
As early as in late June, when reporters conducted interviews and investigations in six European countries, they discovered that the leading players in OLED are Korean products, followed by Japan, and Europe has no advantage in OLED technology.
From the perspective of seizing the European market, South Korea has now become a big winner. Regardless of the amount of spending, Samsung and LG have had a previous consumer awareness of consumer cognition. This is very necessary. Because local consumers see OLED products, mostly represented by Korean products, this kind of prophetic infiltration method is a huge advantage for companies.
Chinese companies are now actively entering the OLED field. From a trend point of view, this represents that China and South Korea do not fall in the OLED field. But it is worth noting that Samsung LG in the OLED field, to the outside world, especially to the Chinese market, seems to be in the trial phase, did not show its positive attitude towards OLED, but it is not pessimistic. This ambiguous attitude is very vigilant. Because behind it, Samsung LG is already well positioned in the European market.
The analysts believe that in the Chinese market, Samsung LG is destined to not be a winner in the OLED field. Therefore, rather than compete fiercely with Chinese companies, it is better to expand the European market and influence and establish its position in the European market. This vision of internationalization is more important than the Chinese occupation of the market. This, in fact, Samsung's genius in the field of OLED.
In fact, Chinese companies should follow the pace of Samsung LG. After all, they have influenced the world with new technologies and brand awareness. However, it needs careful attention. In a certain new technology, Samsung LG's attitude to the Chinese market is not clear. It does not mean that this technology cannot lead the trend. Because at some point this is their strategy and tactics.
Chinese OLED and ULED contest winner is Korea
Domestic OLED and ULED tear apart the battle, in fact, both sides are losers. The real big winners are Samsung and LG.
The reason why the winners are Samsung and LG is that Chinese companies have flaunted their future strategic plans and the direction of new technologies in order to attack each other. As a result, Samsung LG will further learn about the future layout of Chinese companies in the OLED or ULED market.
Standing on the international market, Chinese companies will lack their own brands and channels. Can we occupy the European market with new OLED technologies? Obviously it is unlikely.
Therefore, when Samsung LG knows that Chinese companies will exert OLED power, in addition to the Chinese market, other markets in the world will surely make a rapid and comprehensive siege of the Chinese market. The reporter predicts that in the future Samsung, Samsung, which is known for its rapidity, will definitely lower the price of OLED through mass production and use it to allow ordinary people to accept it. For Chinese companies, this is the most terrible thing.
When Chinese companies still slammed the battle for OLEDs, Samsung was already well positioned in Europe. For Chinese companies, instead of arguing with OLEDs, it is better to use actual actions to improve performance and quickly reduce prices through mass production so that ordinary people can accept them. Otherwise, in a senseless slander and tear, you may miss a good opportunity for OLED.
Because Samsung and LG have demonstrated with their actions, OLED will become a trend.
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