中國大陸顯示產(chǎn)業(yè)趨勢及BOE角色

    女士們、先生們：

    早上好！我是來自BOE的王東升。很榮幸有機(jī)會在圣迭戈這一美麗城市與大家交流。

    我演講題目是“中國大陸顯示產(chǎn)業(yè)發(fā)展趨勢和BOE的角色”。

    分“現(xiàn)狀與趨勢、存在問題和努力方向”三部分。

    如同其他高科技產(chǎn)業(yè)一樣，中國顯示產(chǎn)業(yè)是在痛苦中成長�；仡欉^去，我們可以看到中國顯示產(chǎn)業(yè)比其它國家起步晚了近十年。發(fā)展初期，產(chǎn)業(yè)基礎(chǔ)薄弱，加上過山車般液晶周期影響，價(jià)格大起大落，日子艱難。十幾年來，隨著產(chǎn)業(yè)不斷鞏固和投入，中國大陸顯示產(chǎn)業(yè)的發(fā)展已經(jīng)比較成熟和穩(wěn)定。

    早先，我觀察到若要生存下去，每36個(gè)月顯示面板性能須提升一倍以上，以維持一個(gè)既有價(jià)格水平。我將其稱為“生存定律”，并下定決心，BOE絕不能落后于這個(gè)周期。還算幸運(yùn)，我們活了下來！現(xiàn)在，這一周期還在縮短。

    今天，中國大陸已是全球顯示終端產(chǎn)品的最大消費(fèi)市場和生產(chǎn)基地。

    消費(fèi)面看，2013年，中國大陸市場智能手機(jī)銷售量約3.2億臺，平板電腦約5300萬臺，筆記本約3500萬臺，顯示器約4500萬臺，電視約4800萬臺。上述細(xì)分市場規(guī)模幾乎都是全球最大。2014年，上述顯示終端產(chǎn)品總量仍將保持兩位數(shù)增長。另外，DID等市場規(guī)模也在不斷擴(kuò)大。

    生產(chǎn)面看，2013年，中國大陸生產(chǎn)智能手機(jī)約8.71億臺，平板電腦約1.8億臺，筆記本約1.5億臺，顯示器約9900萬臺，電視約1.17億臺，已成為全球顯示終端最大生產(chǎn)基地。

    中國很快成為全球領(lǐng)先的面板生產(chǎn)基地。按產(chǎn)出面積計(jì)算，2013年中國大陸出貨量占全球份額13%，預(yù)計(jì)2016年可達(dá)26%。目前，中國有五家主要的顯示面板制造企業(yè)，BOE是最大的一家，去年BOE出貨數(shù)量超過半數(shù)。

    盡管中國面板產(chǎn)能不斷擴(kuò)大，但仍不能滿足本地化配套需要。2013年，在中國大陸銷售的顯示終端，采用本地生產(chǎn)的液晶面板約占25%。當(dāng)年中國大陸進(jìn)口液晶面板總額約500億美元，排在石油、集成電路芯片、鐵礦石之后。

    Display Search數(shù)據(jù)分析，到2020年，全球顯示屏仍將保持4.1%的年復(fù)合增長率，其中，高性能a-Si TFT-LCD, LTPSTFT-LCD，Oxide TFT-LCD，LTPS AMOLED, Oxide AMOLED等高性能顯示器件將保持兩位數(shù)的增長。

    不僅在低成本制造方面，在高性能面板方面中國大陸也將在全球扮演增長的重要角色，目前，我們不但可生產(chǎn)高性能a-Si TFT-LCD顯示屏，也可生產(chǎn)LTPS TFT-LCD, Oxide TFT-LCD和AMOLED等新型顯示器件。2014年，中國大陸新投產(chǎn)顯示面板工廠有4座，其中包括京東方兩座。2014年中國大陸在建8.5代工廠有2座，其中京東方一座，將于2015年下半年投產(chǎn)。

    BOE創(chuàng)建于1993年，由創(chuàng)業(yè)團(tuán)隊(duì)和員工出資650萬種子基金開始。我們初期從事CRT電子零件以及TN-LCD等制造業(yè)務(wù)；1997年成立TFT-LCD研究室；2001年生產(chǎn)手機(jī)用STN-LCD，設(shè)立AMOLED實(shí)驗(yàn)室；2003年1月并購Hydis TFT-LCD業(yè)務(wù)，并在中國大陸建設(shè)首條5代TFT-LCD生產(chǎn)線。目前，BOE已成為中國大陸該產(chǎn)業(yè)龍頭，擁有6條運(yùn)營產(chǎn)線，還有一條G6觸摸屏生產(chǎn)線和一條G8.5代LCD生產(chǎn)線在建中。

    我們可提供1.5英寸到110英寸的全系列顯示產(chǎn)品，BOE G4.5、G5、G6 a-Si LCD產(chǎn)線，G5.5 LTPS LCD和AMOLED產(chǎn)線生產(chǎn)智能手機(jī)面板。G8.5 a-Si LCD 產(chǎn)線、G8.5 Oxide LCD和AMOLED產(chǎn)線生產(chǎn)平板電腦、筆記本電腦、顯示器和電視面板。G4.5代生產(chǎn)線還生產(chǎn)車載和穿戴用屏。

    如之前提過，生存的關(guān)鍵在于快速、持續(xù)的性能提升。因此，BOE一貫重視對技術(shù)研發(fā)的投入，2008年以來技術(shù)研發(fā)投入占銷售收入比重保持在約7%。截至2013年底，新申請專利達(dá)4200余件，為全球業(yè)內(nèi)前二，研發(fā)人員人均申請量為全球業(yè)內(nèi)第一。累計(jì)可使用專利超20000件。我們還與全球頂尖大學(xué)、研究所和企業(yè)積極開展合作，實(shí)現(xiàn)價(jià)值共創(chuàng)。

    我們產(chǎn)品出口全球，你可以在世界知名品牌中看到我們的顯示產(chǎn)品和技術(shù)。去年我們用于手機(jī)和平板的LCD面板出貨量位居全球第一；35%的產(chǎn)品是全球首發(fā)；我們獲得業(yè)內(nèi)諸多獎項(xiàng)。我們?nèi)〉昧撕芏喑煽儭?/P>

    盡管取得了很多成績，我們不應(yīng)滿足。作為BOE董事長，我對公司業(yè)績并不滿意，對行業(yè)表現(xiàn)也并不滿意。

    我們每年生產(chǎn)的面板數(shù)以億計(jì)。它們是技術(shù)和研發(fā)創(chuàng)造的奇跡。但是它們利潤很少。可能早上賣給你咖啡或水的公司都比大部分面板廠商賺錢。

    這就是為什么我說顯示面板行業(yè)在痛苦中成長。我們快速發(fā)展，我們投資巨大，但是投資回報(bào)有限。我指的還不只是利潤方面的回報(bào)。

    在可持續(xù)成長方面，我們需要開拓新應(yīng)用。1990年TFT-LCD產(chǎn)業(yè)化以來，顯示產(chǎn)業(yè)經(jīng)歷了筆記本電腦、臺式顯示器、電視、智能手機(jī)和平板電腦四次應(yīng)用浪潮。技術(shù)進(jìn)步和市場應(yīng)用創(chuàng)新是浪潮背后的關(guān)鍵推動力。下一個(gè)浪潮呢？BOE需要與全球伙伴攜手努力！

    此外，我們對所在世界還不能形成足夠影響力。從失業(yè)到人情淡漠，從全球變暖到空氣污染，到慢性病，我們的世界面臨著巨大挑戰(zhàn)。然而，顯示屏主流應(yīng)用仍然集中在消費(fèi)電子，包括一些分享和聯(lián)通，主要還是娛樂消遣和信息獲取界面。但我相信顯示行業(yè)應(yīng)該能做的更多！我們必須認(rèn)真思考自己在其中的責(zé)任和使命。

    解決這些挑戰(zhàn)，需要不斷推進(jìn)信息、通訊、顯示等新技術(shù)在各行各業(yè)的應(yīng)用。

    作為顯示產(chǎn)業(yè)鏈的企業(yè)，我們必須改變，引領(lǐng)這個(gè)變革的新時(shí)代，不斷創(chuàng)新觀念、技術(shù)和應(yīng)用。以顛覆性創(chuàng)新的智慧和勇氣，為解決上述世界性難題做點(diǎn)貢獻(xiàn)！這是我?guī)ьI(lǐng)BOE的方向，我希望BOE能致力于解決這些挑戰(zhàn)，贏得“技術(shù)、服務(wù)和價(jià)值創(chuàng)造的全球創(chuàng)新者”口碑。

    比拼價(jià)格的路已經(jīng)到頭了。如果僅有的舉措是比拼價(jià)格的話，我們不可能成為偉大公司。我們希望開啟積極向上的競爭：提升價(jià)值，實(shí)現(xiàn)轉(zhuǎn)變，為中國，為整個(gè)世界！

    這確實(shí)是個(gè)不錯(cuò)的想法。但是在我提到我們要改變時(shí)，究竟是什么意思呢？BOE顯示產(chǎn)品戰(zhàn)略和路線圖稱為5P+H。5P指的是：至真至美的畫質(zhì)（Picture）、越來越低的功耗（Power）、功能融合的解決方案（Panel as System/Service）、引領(lǐng)時(shí)尚的氣質(zhì)（Pilot of Fashion）、最佳的性能價(jià)格比（Price），H指顯示產(chǎn)品應(yīng)有利于人們健康（Health）。我們堅(jiān)持按生存定律要求，在5P+H方向上不斷提升顯示產(chǎn)品性能，為客戶提供令人激動產(chǎn)品和服務(wù)，創(chuàng)造新價(jià)值。

    我們開發(fā)了500ppi手機(jī)屏、8K TV屏、0.6w/inch 低功耗TV模組、In-Cell、On-Cell Touch技術(shù)的創(chuàng)新產(chǎn)品，以及裸眼3D、透明顯示、柔性顯示、超窄邊框等多項(xiàng)技術(shù)解決方案。一些產(chǎn)品剛好參與本次展會，歡迎大家去展臺看看。

    更重要的是我們新業(yè)務(wù)模式的轉(zhuǎn)變。我們正在尋求可以用于健康醫(yī)療等方面的顯示產(chǎn)品和傳感器，也會在合適的時(shí)機(jī)，通過顯示增加新服務(wù)、新能力、新合作，提供新價(jià)值。

    這是巨大的轉(zhuǎn)型，我預(yù)計(jì)需要多年時(shí)間完成。我們正在轉(zhuǎn)變成為更加全球化的公司，與國際顧問公司合作，并在海外建立設(shè)計(jì)和研發(fā)機(jī)構(gòu)。我們的團(tuán)隊(duì)和人員也在轉(zhuǎn)變。我要求我的團(tuán)隊(duì)更加關(guān)注價(jià)值、合作、長期盈利性和影響力，而非僅僅是銷量和銷售收入。

    我們將始終堅(jiān)持客戶導(dǎo)向，以開放心態(tài)與全球產(chǎn)業(yè)鏈合作伙伴深度合作、協(xié)同開發(fā)、價(jià)值共創(chuàng)，分享機(jī)會，實(shí)現(xiàn)共贏。

    如果你正在尋找一個(gè)能提供好產(chǎn)品、好價(jià)格的伙伴，一個(gè)能夠幫助你真正解決問題、價(jià)值共創(chuàng)的伙伴，那就是BOE！

    最后與大家分享一段視頻。

    我相信這就是未來的顯示，顯示一定會幫助我們讓世界更美好！

    謝謝！

    Ladies and gentlemen,

    Good morning! I’m Wang Dongsheng, from BOE. It’s a great honor for me to have this chance to communicate with you in this beautiful city of San Diego.

    The title of my presentation today is Trends in Mainland China’s Display Industry and BOE’s Role.

    It includes three parts: status quo and trends, existing problems and the direction we are taking.

    Like other parts of the high technology industry, China’s display industry is suffering from success. That sounds odd, but let me explain what I mean.

    If we look back, we see the display industry in China started a decade later than in other countries. Early on, the technology foundation was weak. And price rose and fell like a rollercoaster under the influence of the LCD cycle. It was really hard, but following a decade of industry consolidation and investment, we have a much more mature and stable business environment.

    Early on, I observed that to survive, we needed to double panel performance metrics for a given price point every 36 months. I came to think this as the “Survival Law”, and I was determined that at BOE we would never fall behind this cycle. Luckily, we have survived. Now, the cycle is getting shorter.

    Today mainland China is the world's biggest consumer market and manufacturing base for display applications.

    On the consumption side, last year in China market, about 320mn smart phones were sold, about 53mn tablet PCs, 35mn notebooks, 45mn monitors and 48mn TV sets, in almost every case this makes it the largest market in the world. In 2014, the sales total of the above display applications will keep a double-digit growth. In addition, the market scale of Digital Information Display is continuously expanding.

    On the manufacturing side, last year, Mainland China has produced about 871mn smart phones, 180mn tablet PCs, 150mn notebooks, 99mn monitors and 117mn TV sets, in every case the largest in the world.

    Mainland China will soon become the world’s leading panel manufacturing base. China's LCD panel shipment last year amounted to 13% of the world's total, and is expected to reach about 26% in 2016. Currently, there are five major display panel makers in mainland China, of which BOE is the biggest. Last year, our shipment accounted for over half of mainland China’s total.

    Although China’s panel capacity is growing, it still cannot meet local demands. In 2013, among display applications sold in mainland China, only 25% used domestic LCD panels. Imported LCD panels last year were worth about US$ 50bn, ranking 4th in imports, after oil, IC chips and iron ores.

    According to DisplaySearch data analysis, global display panel market will grow at an annual rate of 4.1% to 2020, while high-performance a-Si LCD, LTPS LCD, Oxide LCD, LTPS AMOLED, Oxide AMOLED and other high-performance display devices will enjoy a double-digit increase.

    More than just low cost manufacturing, mainland China will play an important role in growing the most advanced panels. At present, we can both produce high-performance a-Si LCD panels, and make new display devices like LTPS LCD, Oxide LCD and AMOLED. In 2014, 4 new display panel fabs will be put into operation in mainland China. Two of them belong to BOE. Also in this year, mainland China has 2 more GEN8.5 fabs under construction, of which BOE's fab will start production in the 2nd half of 2015.

    I could not have imagined just how big this market would become when I helped found BOE in 1993. We started with just RMB 6.5mn seed fund by the start-up team. That is about US$1 million. I hear you can get 100 times that these days for starting an instant messaging app. Perhaps we are in the wrong business!

    At the early stage, we used to manufacture CRT components and TN-LCD; in 1997, the TFT-LCD research lab was set up; in 2001, we began making STN-LCD panels for mobile phone and set up an AMOLED lab; in 2003, we acquired Hydis and built the first GEN5 TFT-LCD line in mainland China. Up to now, BOE has 6 lines in operation, a GEN6 touch panel line and a GEN8.5 LCD line under construction.

    We can supply display panels from 1.5-inch to 110-inch. BOE's GEN4.5, GEN5, GEN6 a-Si LCD lines, GEN5.5 LTPS LCD and AMOLED lines make panels for smart phone. GEN8.5 a-Si LCD line, GEN8.5 Oxide LCD and AMOLED lines make panels for tablet, notebook, monitor and TV. GEN4.5 line also makes panels for car and wearable display devices.

    As I mentioned before, the key to survival has been quick and continuous gains in performance. Consequently, BOE always attaches great importance to R&D. Since 2008, we have kept our R&D spend about 7% of total revenue. In 2013, BOE's new patent applications have reached over 4,200, ranking No.2 globally in the industry; the patent applications number per R&D staff ranks No.1 in the industry. We have over 20,000 usable patents. We have also been actively carrying out joint R&D with world's top universities, institutes and enterprises, in order to create value together.

    We’re a global exporter and you will find our panels and technology in some of the world’s biggest brand names. Last year, our LCD panel shipment for smart phone and tablet ranked No.1 worldwide; 35% of BOE products were first-global-launch products in the market; we gained many awards in the industry. We have accomplished a great deal.

    Despite our great accomplishments, we should not be satisfied. As the Chairman of BOE, I am not satisfied with our performance as a company and I am not satisfied with our performance as an industry.

    We make millions upon millions of display panels each year. They are marvels of technology and research. But they are barely profitable. Chances are the company that sold you a cup of coffee this morning or a bottle of water makes more money than most display panel makers.

    This is what I mean when I say we are suffering from success. We grow enormously, we make huge investments, but the returns are not adequate. And I am not just talking about returns in the form of profits.

    We need to explore new applications for sustainable growth of the industry. Since 1990, the display industry has experienced four application waves: notebook, monitor, TV, smart phone and tablet. Behind each wave, the key driving forces are technology advancements and innovation in market application. What about the next wave? BOE needs to make efforts together with global partners.

    Also, we are not making enough impact on our world. From unemployment to indifference between people, from global warming to air pollution to chronic disease, we are facing huge challenges as a world. However, mainstream applications of display are still related with consumer electronics, offering people the interface to get entertainment and information，and also as a tool to share and connect. But I believe the display industry should do more than that. We must take our personal responsibility and aspirations seriously.

    Addressing each one of these challenges will require advancing the application of information, telecommunication and display technologies in all walks of life.

    As a company in the display industry chain, we have to change. We have to lead this new age of transformation, to continuously innovate concepts, technologies and applications. With the wisdom and courage to carry out disruptive innovation, we should contribute to solutions of the challenges mentioned earlier. This is the direction I am taking BOE. I want the future of BOE to be about addressing these challenges and earning us a global reputation as an innovator in technology, service, and value creation.

    We are done with the race to the bottom. We have no future of greatness if our only measure of impact is price. We want to run a race to the top: to add value, to deliver transformation, and to do it for China and the whole world.

    This is a nice idea but what do I really mean when I say that we have to change? BOE's product strategy and roadmap is called 5P plus H. 5P includes Picture, providing best-quality pictures; Power, increasingly power-efficient; Panel as System & Service; Pilot of Fashion; and of course best Price. H means display products should be good to people's Health. We always improve the performance of our display products following the 5P plus H roadmap and Survival Law.

    We have developed innovations including 500ppi mobile phone panel, 8K TV panel, 0.6w/inch low power consumption TV module, products with In-Cell and On-Cell Touch technology, as well as some other technology solutions including glasses-free 3D, transparent display, flexible display, ultra-slim bezel, etc. Some of these products are on show here at Display Week. When you have time, please come by our booth and take a look.

    Even more important, we have developed new approaches to business we are putting in place. We are looking at displays and sensors that can be used in healthcare. When it’s appropriate, we will add new services, capabilities and partnerships that deliver value through and utilizing displays.

    This is a huge transformation and I expect it to take many years. We are in the process of becoming a much more global company, working with global advisors and building design and research facilities outside of China. We are transforming our teams and people as well. Instead of only talking about volume and revenue, I am asking my teams to talk about value, partnership, long term profitability and impact.

    We will always be client-oriented. We will always be open-minded and build strong cooperation with partners around the world to achieve collaborative development and value co-creation. Let’s share the opportunities.

    If you are looking for a partner that will supply good products with good price, a partner who will help you solve real problems and create value together, that is BOE.

    Is it the same direction as the rest of the mainland’s display industry? I don’t know. Our intention is to lead and not to turn around and look back to check where everyone else is going.

    Last but not least, I’d like to show a short video.

    I believe this is the future of display. Display is bound to help us make a better world.

    Thank you. Thank you for your attention.