SAMSUNG

China's BOE disrupts Samsung's plans in the flexible OLED panel market

Market researchers at Stone Partners have reported a new trend – in the first quarter of this year, BOE flexible OLED panel shipments are expected to grow to 20.2 million units, up 74% from the same period in 2021 (11.6 million units). millions). BOE has been consistently increasing deliveries since the beginning of last year, gradually eliminating the dominant Samsung in this market segment.

BOE's market share in the flexible OLED market is expected to hit a record 21.8% in Q1, up from 15.7% in the same period in 2021. Leader Samsung Display is also ramping up production and plans to ship 52, 20 million panels in the first quarter, an increase of 17% over the same period in 2021 (44.50 million panels).

However, experts expect Samsung's market share to decline due to BOE's continued success - in Q1, the South Korean tech giant will occupy 56.5% of the corresponding market compared to 60.3% last year. . LG Display's share will also decrease from 16.7% to 10.1%.

When BOE entered the OLED panel market, it initially opted for a strategy to de-emphasize “hard” options in favor of soft ones. In late 2020, Apple chose BOE as its supplier, and since 2021, the Chinese manufacturer has been consistently increasing sales to the American company. BOE is literally taking the Samsung Display off the market, which accounted for 70% of deliveries in Q4 last year.

Image source: Business Korea