Pictured is Lejin's OLED TV

According to South Korea’s “Central Daily” report, due to the impact of Sharp's one-sided cut on Samsung’s panel supply, Samsung had to switch to the panel of rivals Lejin. It is estimated that as early as early next year, Samsung TVs using Lejin Panels (Luji TV) will be seen in channels. According to some analysts, although the transaction volume is only 100,000 units, it is significant from the perspective of competitors to share customers with core components.

On November 26, an industry-related person who requested anonymity stated that 'Samsung Electronics and the company had previously negotiated on the supply of LCD TVs for television, which has been going on for more than a year since last December and is now in its final stage. . Starting from the beginning of next year, TV LCD panels supplied by Lejin TV will be installed on Samsung Electronics' TV. The relevant person stated that 'the specific supply volume is undergoing final negotiations, but it will not exceed 100,000 units'.

Samsung Electronics Co., Ltd. had previously competed fiercely with LG Electronics in the global TV market. If the two parties reach a negotiation, this will be the first case in which Lejin Electronic’s subsidiary supplies Samsung Electronics with LCD panels. For Samsung Electronics' OLED TVs, Samsung Electronics has stated this year that if it is used for a long time, there will be a burn-in on the screen, which will play a psychological battle with Lejin. In particular, TVs from Samsung and Lucky have been in conflict since 2013, including lawsuits concerning the disclosure of OLED technology and lawsuits on patent infringement of LCD TVs.

Even so, South Korea’s Samsung Electronics decided to accept LCD panels from its “Competitors” subsidiary. This is mainly because Sharp Japan, which has been supplying LCD panels to Samsung Electronics, cut its supply suddenly at the end of last year. Chairman Hon Hai Group's "anti-Korean" and "anti-Samsung" tend to be obvious. When the acquisition of Sharp "unilaterally announced" will cut off the supply of Samsung's LCD panel. Samsung Electronics’ TV core component—part of the liquid crystal panel supply pipeline was suddenly cut off, so it had to ask for help from Lejin TV. Although Samsung Electronics also established a subsidiary Samsung TV, which is responsible for the production of panels, Samsung TV mainly produces small and medium-sized panels for smart phones. Therefore, there is no spare capacity for the stable supply of LCD panels. According to a related person in the Korean television industry, 'In addition to low-end and mid-range LCD TVs, Samsung Electronics also uses liquid crystal panels for quantum dot QLED TVs, and therefore requires a stable supplier of LCD panels with recognized quality.'

The picture shows Samsung Electronics' QLED TV

Initially, the market forecasted that Lejin TV would provide 700,000 LCD panels. Because Sharp's unilateral cut off the supply volume is about 700,000 units. However, it is estimated that the LCD panel supplied by Samsung Electronics to Samsung Electronics should be within 100,000 units. The decrease in supply is due to the increase in the supply of LCD TV panels and the decrease in prices from the second half of this year. According to market research agency Witsview, the average price of LCD panel TV panels fell from US$203 in early January of this year to US$169 at the end of November. South Korea’s Samsung Electronics Minister Junichiro Lee explained that “in the second half of this year, the supply of panels has increased and Sharp’s abruptly cut off LCD panel products can also be obtained from Chinese manufacturers such as BOE Technology (BOE).”

From the current situation, it is difficult for Lejin TV to significantly increase the production of LCD panels. The production capacity of the Paju Plant, which produces TV panels for TVs using Lejin TV, reached 100% in the third quarter of this year, and the production line is already in saturation.

In addition, there are also analysis that, despite the gradual improvement of the global supply of LCD panels, but Samsung Electronics still want to be supplied by Le Jin TV because of the trading relationship after next year. If you want to achieve 'wide viewing angle' or 'enhanced pixels', you need to improve the 'adjustable brightness' technology. With regard to this quality requirement of Samsung Electronics, the differences between the two companies' opinions have been gradually reduced, so it is possible to negotiate the amount of supply required each year in the future.

Experts expect TV demand will continue to increase next year. On the contrary, it is expected that the price of LCD panels may also rise again. In other words, next year is an important period for Samsung Electronics to ensure stable suppliers of LCD panels.

Jeong Suk-seok, a researcher at Korea Hi Investment Securities, emphasized that 'since 2012, the demand for LCD panel TVs will increase each year, especially next year, the Pyeongchang Winter Olympics and the Russia World Cup will be held. If the demand for television resumes obviously next year, with the supply of medium and large-sized LCD panels in short supply, the downward trend of the panel prices from the second half of this year may slow down.'

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