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Small and medium-sized domestic AMOLED market share in Q2 expected to reach 20.5% in total

According to Korean media, "Chosun Ilbo" reported on July 10 that China's small and medium-sized AMOLED share exceeded 20% in the second quarter of this year, which may pose a threat to South Korean companies. It is reported that Apple's iPhone 14 (tentative name), which is planned to be launched in September this year, will use BOE, China's largest display company, to provide OLED panels, and Chinese companies are expanding their market competitiveness. The South Korean business world is worried that Samsung Display and LG Display may not be able to hold on to their market share.

According to the latest research data from Omdia, BOE, Visonox, TCL Huaxing Optoelectronics, and Tianma are expected to have a market share of 20.5% in the second quarter of this year. This is an increase of 2.8 percentage points compared to last year's share of 17.7%. Compared to 9.7% in 2019, the market share has more than doubled in just over three years.

Chinese display companies occupying the LCD market are aggressively expanding into the small- and medium-sized AMOLED market as the way forward. In 2017, Apple first carried AMOLED panels on the iPhone X, finalizing the image of "OLED high-end". After AMOLED panels were widely adopted by cell phone manufacturers, the average annual shipment growth reached more than 20%. After that, AMOLED panels were widely used by mobile phone manufacturers, with annual shipments growing by more than 20%. According to Omdia, AMOLED smartphones increased from 456.6 million shipments in 2020 to 584.5 million last year, an increase of 28%. If this trend is followed, shipments are expected to exceed 600 million units this year.

The market situation has changed as Chinese smartphone makers such as Huawei, Xiaomi, and Vivo accelerate the adoption of AMOLED panels as a high-end strategy. China's small and medium-sized AMOLED market share exceeds 10% for the first time in 2020 as Chinese display companies that rely on their own smartphone companies increase production.

Chinese companies are increasing production while accelerating the pace of technological development. At this point in time, the BOE began to supply the iPhone 12 at the beginning of the Chinese small and medium-sized AMOLED panels in technology, and South Korean companies gradually closed the gap. And recently, BOE began to supply OLED panels for the iPhone 14 to Apple. As Apple increases the use of Chinese OLED panels, there are also concerns that the competitiveness of small and medium-sized AMOLED of Korean display companies will decline.