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▶Display Industry Helps the Rise of National Brands
Apr 24 , 2018

With the development of the current Internet of things, cloud computing, and big data, everything has become a trend. Against this background, on the one hand, it shows that in the traditional and mature fields, more extensive and in-depth applications have been achieved, and on the other hand, many new application areas have also been added. Tianma Microelectronics is a leader in small and medium-sized display technologies, covering mobile phones, mobile smart terminals, automotive, medical, industrial, and smart homes. At the 2018 China Display Industry Entrepreneur Summit, Mr. Peng Xuhui, Vice President of Tianma Microelectronics Group, introduced the new requirements for display technology under the Internet of Everything and the company’s role in promoting national brands.


At present, the mainland of China is an important pole in the global display industry and has become the main force in the display industry. Peng Xuhui said that three years ago, the proportion of small and medium-sized industries in China's mainland was still less than 30%. In 2018, it will be close to 50%, and by 2020 it will be close to 60%. In addition, he also explained that with the advancement of production capacity, the mainland has shown that companies have made considerable progress in technology; in 2015, mainland companies only focused on display areas dominated by amorphous silicon technology, but in recent years, Display, emerging technologies and other aspects have a rapid development.


It is reported that in the fourth quarter of 2017, Tianma ranked first in the world in LTPS shipments. Peng Xuhui introduced that in 2017, Tianma quickly responded to changes in the demand for display screens in the mobile phone market, and was very timely in the investment of full-screen, and investment was also very large. With the rapid growth of comprehensive screens, Tianma achieved a qualitative change in the global market share of LTPS, from less than 5% in 2014 to more than 20% in the fourth quarter of 2017. Tianma has achieved great results on LTPS. Peng Xuhui believes that this is also a milestone event for display companies in mainland China.
Peng Xuhui also introduced that in addition to LTPS, Tianma has long been in the OLED industry. It is currently progressing smoothly: in 2010, it invested in a pilot line in Shanghai; in 2013, it built the first mass production line in Shanghai; in 2016, it achieved OLED products. In the mobile phone brand customer's volume of output goods; in 2017 continues to upgrade the brand customers, product resolution continues to increase, the size continues to grow.


In the small and medium size display products, smart phones account for a very large proportion. In 2007, Apple released the first iPhone and incorporated capacitive touch on the phone. It has been nearly 11 years since. Peng Xuhui believes that before 2016, the mobile phone industry has not changed much in addition to the standard from 3G to 4G, the screen size has gradually increased, and the resolution has gradually increased; in 2017, there has been a major breakthrough, with the screen ratio from the traditional 16:9 became 18:9, and flexible products appeared. He believes that flexible and collapsible products will become popular, and that next year mobile phone manufacturers will also gradually introduce collapsible products.


Peng Xuhui also mentioned that in the evolution of mobile phones, combined with the changes in the standard, China's independent mobile phone brands have gradually emerged with the development of smart machines. He explained that in the 3G and 4G eras, that is, in 2015, domestic brands led by “China Cool Joint” accounted for more than 40% of the global top 20; with the gradual popularity of 4G, in 2017, Domestic brands gradually took the lead and began to globalize. Many brands began to enter the top five globally, and the proportion of domestic brands in the world’s top 20 further increased to 50%. It is estimated that by 2020, this proportion will exceed 60%. At the same time, in 2015, Tianma had a penetration rate of 12% among the world's top 20 domestic mobile phone brands, and it quickly increased to reach 32% in 2017. Peng Xuhui said, “This is the process of the rapid rise of the entire Chinese smart machine brand. In this process, Tianma has contributed a lot of power, such as personal service for brand customers, and mutual cooperation in the development of products, including products. We help The innovation of national brands on mobile phones creates more value and applications for end consumers."


On the other hand, the full-screen specification iterations are faster. At the beginning of the full screen at the beginning of 2017, the industry explored only increasing the resolution from 16:9 to 18:9. The second-generation full-screen was designed with slots and Notch designs. In this process, Tianma cooperated with a large domestic customer to conduct a global debut and achieved leadership in the industry on both screens. Regarding the development direction of the mobile phone display afterwards, Tianma also discussed with experts in the industry. He believed that in the short term, it should focus on the proportion of the upgrading screen, that is, how to work on the slot to become smaller and smaller. According to reports, Tianma’s current idea is to place the slot in a position that is not easily noticeable by consumers in the visual range through the digging hole technology, and to achieve a truly full screen in visual sense. For the lower border, Tianma combines the development of COF to achieve the purpose of making the bottom frame and design more beautiful and increase the screen share.


It was precisely because of the cooperation with customers that Tianma achieved breakthrough results on the full screen in 2017. Tianma also has a lot of gains, including an understanding of the overall screen and the preparation of the third and fourth generation full screen. He said, "I believe we will soon launch a third-generation or even fourth-generation comprehensive screen to help mobile phone customers innovate in the use of smart phones and create better and more differentiated products for end consumers."


Peng Xuhui expressed his own views on the future development trend of smart machines, especially the upgrading of display panels. He believes that the commercialization of 5G will bring about great changes, and the speed and quality of network transmission will be greatly improved. In the future, mobile phones will become very important mobile intelligent terminals and terminals for user information acquisition and interaction. Peng Xuhui said that for the mobile phone terminal, traffic is the real consumer, high-traffic video streaming, real-time online video calls and ultra-high-definition video transmission will become the main force of traffic consumption, mobile phone - or mobile Smart terminals - will become a very important entrance to the IOT Internet of Things. In fact, relevant applications have begun to appear on the market. For example, mobile phones can serve as an entrance to smart homes and an entrance to home security. The mobile intelligent terminal is completely integrated with the entire human life. Especially with the rapid expansion of information display capacity, the demand of each terminal consumer for expanding the area is also obvious. However, the mobile intelligent terminal must be carried around for convenience. The requirements are also very large. Therefore, Peng Xuhui believes that flexible displays and folded displays will be a good solution. In this regard, Tianma is also actively making technical preparations, including the development of production capacity and process routes. According to reports, Tianma mainly focuses on the overall screen, toward the direction of flexibility, folding, while combining high resolution, low power consumption to meet the needs of the key features of mobile smart terminals. On the other hand, due to more and more functions required, integration has become a very urgent direction, so the LTPS products developed by Tianma since the fourth quarter of last year are basically in-cell products. In addition, around the mobile intelligent terminal, functions such as pressure sensors and fingerprint recognition that can be integrated into the screen have also become the direction in which Tianma strives to develop.


In addition to mobile phones, Tianma also focuses on the automotive field. In recent years, the development of automobiles has been very rapid, especially in terms of interconnection, intelligence, and electrification, and Chinese brands have performed well. The development of Internet of Vehicles (including autopilot) has brought new demands to automotive displays, and the application scenarios have also undergone great changes. Suppliers need to provide personalized display solutions to OEMs to create personalized interiors. structure. This also puts forward new requirements for display screens: First, more and more screens; second, the display area of the screens is getting larger and larger, and there are development demands of high-definition, light-weight and alienation, and LCDs and OLEDs need to be satisfied. These application needs of the car.


Peng Xuhui introduced Tianma's achievements in the on-board display. He said that in 2017, Tianma achieved a market share of 20% in the global TFT vehicle instrument display market, which is a result of Tianma's deepening of market segments over the years. In the central control, he believes that Tianma still has much room for development. Combined with instrument display and control display, Tianma has achieved a compound annual growth rate of more than 70% on the vehicle display in recent years. He explained that while the rapid development of Tianma, it also helped many domestic autonomous car brands to achieve rapid development. At the same time, Chinese cars have also entered the era of internationalization 2.0. From the past, they only exported to Asia, Africa and Latin America, and now they are moving toward developed countries. , to Europe, to the United States. Tianma has extensive coverage on the in-vehicle display of domestic auto brands, and has achieved close cooperation with Tier 1 and OEM factories of domestic brands.


In the on-board display, Tianma not only helps national brands, but also has stable cooperation with international mainstream manufacturers and mainstream Tier 1, and it has a higher market share. Peng Xuhui said that Tianma hopes to become the world’s strongest solution provider by improving product coverage, providing integrated solutions and delivery guarantees in the automotive display market. To contribute to the national independent brands and international brands.


Smartphones and cars are the largest market for small and medium size, and are the most important market for Tianma. In the areas of high-end medical care, smart homes, and industrial control, Tianma has also achieved good results. Last year, on the domestically-made aircraft C919, Tianma's high-tech, high-reliability HUD was successfully delivered, and soared to the sky with China's large aircraft. Peng Xuhui said, “To be able to participate in this project, Tianma is also glorified and further strengthens Tenma's determination. We are firmly on our way to supporting our own national brands and continuing innovation.


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