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The South Korean tech giant had demanded that the Chinese display panel maker pay around 100 billion won in royalty payment if they want to advertise that they are supplying their liquid crystal display (LCD) panels to Samsung, the world’s largest TV manufacturer.

For example, if Samsung shoulders the cost to sell its TVs on Best Buy, it can lower the price it pays to panel makers. In turn, if the panel maker decides to burden the cost for the right to sell the TV on Best Buy, if can maintain the unit prices of the panels it sells to TV makers like Samsung. The overall cost may be similar between either arrangement, and the details of each arrangement may vary.

LG Display and Samsung Display are struggling to find their ways out of the deterioration of their performance even after withdrawing from production of liquid crystal display (LCD) panels. The high-priced organic light emitting diode (OLED) panel sector regarded as a future growth engine is not growing fast due to the economic downturn. Even in the OLED panel sector, Chinese display makers are within striking distance of Korean display makers, experts say.

On Aug. 30, Display Supply Chain Consultants (DSCC), a market research company, predicted that LCD TV panel prices hit an all-time low in August and that an L-shaped recession will continue in the fourth quarter. According to DSCC, the average price of a 65-inch ultra-high-definition (UHD) panel in August was only US$109, a 62 percent drop from the highest price of US$288 recorded in July in 2021. The average price of a 75-inch UHD panel was only US$218, which was only about half of the highest price of US$410 in July last year. DSCC predicted that the average panel price in the third quarter will fall by 15.7 percent. As Chinese companies’ price war and the effect of stagnation in consumption overlapped, the more LCD panels display makers produce, the more loss they suffer.

As panel prices fell, manufacturers responded by lowering facility utilization rates. DSCC said that the LCD factory utilization rate descended from 87 percent in April to 83 percent in May, 73 percent in June, and 70 percent in July.

Now that the LCD panel business has become no longer lucrative, Korean display makers have shut down their LCD business or shrunk their sizes. In the LCD sector, China has outpaced Korea since 2018. China’s LCD market share reached 50.9 percent in 2021, while that of Korea dropped to 14.4 percent, lower than Taiwan’s 31.6 percent.

Samsung Display already announced its withdrawal from the LCD business in June. Only 10 years have passed since the company was spun off from Samsung Electronics in 2012. LG Display has decided to halt domestic LCD TV panel production until 2023 and reorganize its business structure centering on OLED panels. Its Chinese LCD production line will be gradually converted to produce LCD panels for IT or commercial products. TrendForce predicted that LG Display will stop operating its P7 Plant in the first quarter of next year.

Korean display makers’ waning LCD business led to a situation in which Korea even lost first place in the display industry. Korea with a display market share of 33.2 percent was already overtaken by China with 41.5 percent) in 2021 according to market researcher Omdia and the Korea Display Industry Association. Korea’s market share has never rebounded in for five years since 2017 amid the Korean government’s neglect. Seventeen years have passed since 2004 when Korea overtook Japan to rise to the top of the world in the LCD industry. Korea’s LCD exports amounted to more than US$30 billion in 2014, but fell to US$21.4 billion last year.

A bigger problem is that Korean display makers may lose its leadership in the OLED panel sector although it is still standing at the top spot. While Korea’s OLED market share fell from 98.1 percent in 2016 to 82.8 percent last year, that of China rose from 1.1 percent to 16.6 percent. Considering that the high-end TV market is highly likely to shrink for the time being due to a full-fledged global consumption contraction, some analysts say that the technology gap between Korea and China can be sharply narrowed through this looming TV market slump. According to industry sources, the Chinese government is now focusing on giving subsidies to the development of OLED panel technology rather LCD technology. On the other hand, in Korea, displays were also wiped out from national strategic technology industry items under the Restriction of Special Taxation Act which can receive tax benefits for R&D activities on displays.

Samsung Display will stop producing LCD panels by the end of the year. The display maker currently runs two LCD production lines in South Korea and two in China, according to Reuters. Samsung tells The Verge that the decision will accelerate the company’s move towards quantum dot displays, while ZDNetreports that its future quantum dot TVs will use OLED rather than LCD panels.

The decision comes as LCD panel prices are said to be falling worldwide. Last year, Nikkei reported that Chinese competitors are ramping up production of LCD screens, even as demand for TVs weakens globally. Samsung Display isn’t the only manufacturer to have closed down LCD production lines. LG Display announced it would be ending LCD production in South Korea by the end of the 2020 as well.

Last October Samsung Display announced a five-year 13.1 trillion won (around $10.7 billion) investment in quantum dot technology for its upcoming TVs, as it shifts production away from LCDs. However, Samsung’s existing quantum dot or QLED TVs still use LCD panels behind their quantum dot layer. Samsung is also working on developing self-emissive quantum-dot diodes, which would remove the need for a separate layer.

Samsung’s investment in OLED TVs has also been reported by The Elec. The company is no stranger to OLED technology for handhelds, but it exited the large OLED panel market half a decade ago, allowing rival LG Display to dominate ever since.

Although Samsung Display says that it will be able to continue supplying its existing LCD orders through the end of the year, there are questions about what Samsung Electronics, the largest TV manufacturer in the world, will use in its LCD TVs going forward. Samsung told The Vergethat it does not expect the shutdown to affect its LCD-based QLED TV lineup. So for the near-term, nothing changes.

One alternative is that Samsung buys its LCD panels from suppliers like TCL-owned CSOT and AUO, which already supply panels for Samsung TVs. Last year The Elec reported that Samsung could close all its South Korean LCD production lines, and make up the difference with panels bought from Chinese manufacturers like CSOT, which Samsung Display has invested in.