삼성의 QD OLED에서 모니터로의 전환: TV 시장 분석

삼성디스플레이는 QD OLED TV 시장의 어려움으로 인해 QD OLED에서 수익성 높은 모니터 패널로 초점을 전환합니다.

### 삼성디스플레이가 QD OLED TV에서 모니터로 초점을 전환하기로 한 결정 분석
* 💰 삼성디스플레이는 W-OLED에 비해 **1.5배 이상 높은 TV용 QD OLED 패널의 생산 원가** 때문에 적자가 누적되고 있는 상황입니다.
* 📉 삼성전자와 소니만이 상위 모델에 **QD OLED 패널**을 사용하는 등 **QD OLED TV의 판매량이 저조**해 대량 생산이 불가능한 환경이 조성되었습니다.
* 📺 OLED TV의 인기가 떨어지고 가성비가 뛰어난 **80인치 이상의 대형 LCD TV**가 인기를 얻으면서 **OLED TV는 잘 팔리지 않고 있습니다.**
* 💻 삼성디스플레이는 TV 패널에서는 수익을 내지 못하지만, **모니터용 퀀텀닷 패널을 공급하기 시작한 2022년 이후 모니터용 퀀텀닷 패널 출하량이 100만 대를 돌파**하는 등 모니터에서 좋은 수익을 내고 있습니다.
* 🌟 최고의 디스플레이 패널을 직접 생산해 먼저 판매하는 삼성디스플레이의 전략은 지난 20년간 성공적이었지만, **QD-OLED TV에 대한 시장의 반응은 실패**로 볼 수 있습니다.
* 🇨🇳 중국 업체들이 가격 경쟁력을 앞세워 마이크로 LED 분야에서 빠르게 발전하고 있어 **LED에서도 LCD 치킨게임이 지속될 가능성**이 높습니다.
* 🤔 삼성의 **마이크로 LED 품질이 높은 평가**를 받지 못하고 있고, 중국 업체들의 빠른 약진이 위협이 되고 있어 삼성의 **미래 디스플레이 전략에 대한 우려**가 나오고 있습니다.
* 🇯🇵 소니, 파나소닉 등 일본 디스플레이 업체들이 2010년 디스플레이 시장의 미래를 정확히 예측하지 못해 무너진 만큼 **삼성이 같은 실수를 반복하지 않고 명확한 전략**을 밝히길 기대합니다.

Hello, this is P. Recently, there have been reports both domestically and internationally about Samsung Display giving up on qd technology. P will analyze whether this news is accurate. The related news introduced domestically and internationally was well summarized by user Sim Simma on the official cafe of P TV. The title is indicating the possibility of Samsung giving up on qd LED. More precisely, Samsung Display has shifted personnel from large TV panels to small and medium-sized businesses. This means they will temporarily neglect large TV panels and focus on small and medium-sized panels. This does not imply that Samsung is giving up on qd OLED. Check out the carefully selected audio home theater products by P TV on the P TV mall. So, why did Samsung Display make this decision? To understand this, we need to look at the TV market in 2024 objectively. Let's discuss this step by step. Firstly, the expensive price.

Samsung, which you may be familiar with, started OLED displays ten years ago but later withdrew. However, their late entry into the market to compete with LG is noteworthy. Even though they started late, it is worth acknowledging Samsung's technological prowess developed over the years, especially considering that Chinese and Japanese companies that started earlier have not succeeded in mass-producing large-sized OLED panels. However, despite successful development, mass production has been challenging for Samsung. The production cost of QD OLED panels for TVs is significantly high. Reports suggest that it is 1.5 times higher compared to W-OLED. Can TV manufacturers afford to sell them at 1.5 times the cost? They are already delivering at a similar level to competitors. This leads to accumulating losses. This is the reality faced by Samsung Display. Secondly, there are only two TV manufacturers currently using QD OLED panels.

Samsung Electronics and Sony use QD OLED panels, while over 20 manufacturers use LG Electronics' W panels. The issue is that only Samsung and Sony use QD OLED in their top models, while using W in lower-end models. In other words, the sales volume of QD OLED TVs is so low that there isn't even an environment to attempt mass production. Initially, when QD OLEDs first appeared, they were highly praised for their overwhelming performance compared to W OLEDs. However, over the past two years, the brightness of W OLEDs has dropped significantly, leading to harsh criticism questioning whether QD is truly better than W. Furthermore, Samsung Electronics, which used to criticize competitors for using LG's W OLED panels, now finds itself in a similar situation. In this context, in the market, it is perceived that LG Display practically won the first round of the OLED TV battle. Additionally, with the declining popularity of OLED TVs, coupled with unfavorable conditions, OLED TVs are not selling well. In the first quarter of this year, TV sales decreased by 6% compared to the previous year.

Sales have decreased, and this is said to be the first reason in 2009 that OLED TVs did not sell. Large LCD TVs of 80 inches or more, which Chinese manufacturers are producing at low prices, are gaining popularity. Due to the recession, consumers prefer products with excellent cost performance. When we upload videos, OLED TVs have lower views than LCD TVs. It's ironic, isn't it? Consumer interest is now shifting in this direction. Ironically, LG has never lowered the price below 3 million won, but the LG G4 65-inch is currently selling for around 2.7 million won. This means OLED TVs are not selling. Samsung's WLD TV is selling well. Samsung Electronics has been supplying WED panels to LG Display for TV production and sales since last year. However, even without QD OLED, it sells well. Samsung's OLED TV market share is gradually increasing and now accounts for 24%. Samsung Electronics now uses WED panels more than QD OLED panels.

Are they selling it? There may be an atmosphere within Samsung that they need to use even more expensive panels. It's not just the sixth successful PC monitor panel, the qd LED, that Samsung Display has experienced. Samsung Display has done well in dominating the PC monitor market. Recently, Samsung Display announced that the shipment of qd ol panels for monitors has exceeded 1 million units. Since starting to provide them in 2022, they have introduced more than 90 products with a lineup of 10 or more products. The panels come in various sizes such as 27, 31.5, 34, and 49 inches. While they don't make money from TV panels, they are making good profits from monitors. Although they supply LG monitor panels, in the monitor sector, Samsung has taken the lead. In this way, they are making money in France, so what can they do? By the logic of capital, if TV doesn't make money, they will temporarily stop.

I've decided to focus on profitable monitors. If Samsung Display follows the TV0 QD, it seems that the fierce competition with LGW over the past three years will come to a peaceful state, leaving me feeling regretful. I was hoping to see 4,000 nits OLED panels as early as next year, but it seems I will have to hold on to this regret. What worries me is Samsung's display strategy. For the past 20 years, Samsung has been manufacturing the best display panels directly and selling them first. This strategy, although not the best in terms of TV image quality, has given the impression that at least for fans, it is the best. It was true. I thought the micro LED market would rise rapidly, but it has been delayed, and in the meantime, QD-OLED has come to fill the gap, but the response in the TV market has not been good. In fact, QD-OLED TVs can be considered a failure. So, what about Samsung's micro LED?

It is true that we are investing in technological capabilities and the completion is improving. However, the rapid progress of Chinese companies in this field is frightening. Firstly, their prices are very competitive. When you go to overseas exhibitions, Chinese LED companies have already taken over. Samsung is in a market where the results do not match the development costs. Moreover, Chinese companies are even sponsored by the Chinese government. There is a high possibility that the LCD chicken game will continue with LED. Additionally, Samsung's Micro LED quality is not receiving high evaluations, which is a problem. Therefore, I am somewhat concerned about Samsung's future display strategy. Japanese display companies like Sony and Panasonic collapsed back to 2010 because they could not accurately predict the future of the display market. I hope Samsung does not make the same mistake and I support them in revealing such strategies. I hope today's video has helped you understand the TV market. This concludes the presentation. Thank you.

삼성 QD-OLED 철수 보도! 진위를 분석합니다.

24년 경력 오디오, 홈시어터 평론가가 운영하는 채널입니다. [하피TV] 

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삼성디스플레이의 QD LED에서 중소형 패널로의 전환

삼성디스플레이는 QD OLED를 포기하는 것이 아니라 인력을 중소형 패널에 집중하고 대형 TV 패널은 잠시 소홀히 하는 방향으로 전환하고 있습니다.

이 같은 결정은 TV용 QD OLED 패널의 생산 단가가 W-OLED보다 1.

5배 이상 높아 손실이 누적되고 있기 때문입니다.

또한 현재 QD OLED 패널을 사용하는 TV 제조업체는 단 두 곳뿐이어서 삼성이 시장에서 경쟁하기 어려운 상황입니다.

삼성과 소니가 QD OLED 패널을 사용하고 있으며, 삼성을 포함한 20개 이상의 제조업체가 LG전자의 W 패널을 사용하고 있습니다.

QD OLED TV의 판매량이 저조하여 대량 생산 환경이 부족합니다.

지난 2년간 W OLED의 밝기가 크게 떨어지면서 QD OLED의 우수성에 대한 비판과 의문이 제기되고 있습니다.

또한 소비자들의 관심이 대형 저가형 LCD TV로 옮겨가면서 OLED TV 판매량이 감소하여 OLED TV의 인기가 하락했습니다.

삼성의 QD-LED 모니터 패널 성공 사례

삼성디스플레이는 PC 모니터 시장에서 100만 대 이상의 QD-LED 패널을 출하하고 90개 이상의 제품 라인업을 구축하는 등 큰 성공을 거두었습니다.

삼성디스플레이는 모니터 패널 판매로 상당한 수익을 올리고 있으며, TV 패널보다 수익성이 높은 이 분야에 집중하고 있습니다.

QD-OLED TV는 덜 성공적이지만 삼성의 마이크로 LED 시장은 빠르게 성장하여 고품질 디스플레이 패널의 공백을 메울 것으로 예상됩니다.

삼성의 디스플레이 전략에 대한 중국 LED 기업의 위협

중국 LED 업체들이 가격 경쟁력과 해외 전시회에서의 강력한 입지를 바탕으로 빠르게 성장하며 삼성에 위협이 되고 있습니다.

중국 정부의 이들 기업에 대한 후원은 경쟁 우위를 더욱 강화하여 LED 시장에서 삼성의 고전이 지속될 가능성이 있습니다.

삼성 마이크로 LED의 품질도 좋은 평가를 받지 못하고 있어 일본 디스플레이 업체들의 과거 고전과 비슷한 맥락에서 삼성의 미래 디스플레이 전략에 대한 우려도 제기되고 있습니다.