Author｜Ren Tianqin

Editor｜Chen Xiaoran

On June 5th, BOE officially opened its Product R&D and Customer Marketing Service Center for the Guangdong-Hong Kong-Macao Greater Bay Area in Qianhai, Shenzhen.

During the event, BOE also introduced the "Aurora Joint Laboratory" in partnership with Skyworth and the "Polaris Joint Laboratory" with vivo, ushering in a new era of deep collaboration within the display industry chain.

As a global frontrunner in display panels, BOE's presence in Qianhai signifies a strategic move to align closer with terminal industry clusters in the Greater Bay Area. It also marks a pivotal step in its transformation from a "panel manufacturer" to an "IoT solutions provider."

Qianhai, Shenzhen, serves as the pivotal hub of the Guangdong-Hong Kong-Macao Greater Bay Area, hosting the highest concentration of domestic consumer electronics and smart terminal industries. It leads in the global application and innovation of display technologies.

BOE's newly established center will merge three core functions—R&D, marketing, and customer service—to forge a display technology innovation and service platform with a reach extending across the Greater Bay Area and beyond.

The highlight of the event was the unveiling of the two joint laboratories.

The "Aurora Joint Laboratory," a collaborative effort between BOE and Skyworth, will engage in comprehensive cooperation across "product, technology, and marketing" dimensions. Both entities will jointly develop next-generation high-end TV display technologies, refine picture quality and smart interaction experiences for products like Mini LED and OLED, and explore innovative joint marketing strategies to expand the global high-end TV market.

Concurrently, the "Polaris Joint Laboratory," launched by BOE and vivo, will concentrate on three key areas: advanced display technology R&D, product quality assurance, and user experience enhancement. It will focus on core smartphone display technologies such as flexible OLED, under-display cameras, and low-power displays, ensuring vivo's flagship models maintain cutting-edge screen experiences.

BOE's leadership in the global display industry is unquestionable.

According to Sigmaintell's latest 2025 global display panel market data, BOE leads globally in LCD TV panels with a 28% market share, securing the top spot for eight consecutive years.

It also dominates the global smartphone LCD panel market and ranks second in smartphone OLED panels, trailing only Samsung Display.

In recent years, BOE has been pursuing its "Screen as an IoT" strategy, aiming to diversify beyond a growth model solely dependent on panel shipment volumes and evolve into a high-value-added IoT solutions provider.

The establishment of the Qianhai Center is a significant milestone in this strategy.

Unlike traditional production facilities, the Qianhai Center emphasizes the integration of R&D and customer service, enabling BOE's R&D teams to directly interact with terminal customers and intervene early in the product development cycle.

This approach allows for customized technological development based on customer requirements, facilitating a shift from "selling screens" to "selling solutions."

This deep integration with terminal manufacturers has already yielded tangible benefits for BOE. Presently, BOE serves as a core supplier for global mainstream terminal manufacturers such as Apple, Huawei, Xiaomi, vivo, and Skyworth, with its high-end flexible OLED screens widely used in flagship models of these major brands.

Through the joint laboratory model, BOE can further secure future orders from top clients, accelerate technological innovation, and solidify its technological leadership by leveraging market feedback from terminal manufacturers.

Currently, the global display industry is undergoing significant transformations, transitioning from past "capacity competition" to a new phase of "technological competition + scenario competition."

With the rapid advancement of AI technology, display, as the primary interface for human-machine interaction, is expanding its application scenarios from traditional smartphones and TVs to emerging fields such as automotive displays, AR/VR, smart offices, smart healthcare, and industrial control.

According to Omdia's forecast, the global display panel market is projected to reach USD 160 billion by 2028, with emerging application markets driving industry growth.

Against this backdrop, the relationship between panel manufacturers and terminal manufacturers is evolving fundamentally.

Traditionally, the relationship was purely transactional, with panel manufacturers producing standardized products based on terminal manufacturers' specifications.

Now, to achieve product differentiation, terminal manufacturers increasingly demand customized display solutions from panel manufacturers, necessitating deep collaboration from the technology R&D stage.

BOE's establishment of joint laboratories with Skyworth and vivo aligns perfectly with this industry trend.

For BOE, deep collaboration with leading terminal manufacturers not only enables it to proactively deploy next-generation display technologies and secure future market share but also enhances product value and improves profitability.

For the entire Chinese display industry chain, such deep integration between upstream and downstream players can foster a synergistic force for technological innovation, elevate the overall global competitiveness of China’s display industry, and further consolidate China’s leading position in the global display market.

Looking forward, with the establishment of more joint laboratories and continuous breakthroughs in new technologies, BOE is well-positioned to continue leading in the new round of display industry transformations.