文 | TMT星球，作者｜黄燕华
对于近期的面板行业来说，涨价不再是传闻，而是各大面板厂商发出的一封封涨价函。
京东方在日前接受投资者调研时表示，部分关键物料采购成本持续上行，供应链成本压力持续加大，成为面板产品涨价的重要原因。
「TMT星球」注意到，9月10日，面板行业头部企业TCL华星率先发出电视面板涨价通知，被业内人士称为“入行二十年来的头一遭”。京东方、惠科等面板企业也紧随其后发布产品价格调整的通知函。
面板企业集体涨价彻底打破了“需求弱就降价”的行业认知。
根据咨询机构数据及分析，2026年主流应用终端销量预计均同比下滑，这一压力将传导至面板端，导致2026年各应用类别面板出货量预计同比下降。
面板厂商集体涨价
2026年第三季度，面板行业便流传出头部厂商将要提价的消息，最终TCL华星打响了“第一枪”。
9月10日，TCL华星向客户发出电视面板涨价函，理由是上游原材料价格暴涨持续推高成本。
紧接着京东方在9月15日发出调价通知，计划自2026年第四季度起对显示系列产品实施新价格，覆盖LCD电视面板及全系列主流显示产品，下游客户包括三星、LG、索尼等全球主流品牌。
有消息称，京东方在具体涨幅方面，对旗下27英寸IPS面板出厂价上调5%~8%，32英寸4K IPS面板涨幅约7%~10%，大尺寸OLED电竞面板涨幅高达10%~15%。
另一家面板行业头部企业惠科在9月16日发出的LCD面板调价通知中指出，从大宗商品到驱动IC、PCB及玻璃基板等零组件价格波动加剧，公司虽通过内部管理缓冲压力，但仍难以消化巨大增幅，故决定于9月起对部分LCD面板价格进行适度上调。
「TMT星球」注意到，在京东方、惠科宣布提价前，面板行业上游供应商康宁以日元贬值以及原材料、能源等成本上行为理由，宣布自2026年第四季度起对日元计价的产品提价15%及以上。
康宁是全球显示玻璃基板龙头，其一家占据了超50%的市场份额，对于面板企业来说，核心供应商选择有限，因此也难以通过更换供应商来规避自身成本的上涨。
此外，AI产业的快速发展也是推高面板行业成本的一个重要因素。
惠科在9月11日接受投资者调研时明确表示，受AI需求增长影响，IC类（驱动芯片、SOC等）、PCB、MLCC等元器件价格涨幅较大，靶材、偏光片等材料也有涨价，且后续仍有上涨的可能。
从这个角度看，未来面板行业不排除有继续涨价的可能。
AI为何推高面板成本？
上游玻璃基板涨价带动面板产品涨价好理解，但AI领域的服务器、数据中心跟面板领域的电视、显示器等产品相隔甚远，为何会成为推动面板行业成本上涨的因素？
弄清楚这个问题的关键在于产能。
随着AI大模型的快速发展，AI训练和推理对HBM（高带宽内存）的需求居高不下，使得三星、SK海力士等存储厂商把大量晶圆产能从消费级产品转向利润更高的HBM。
而HBM的堆叠工艺复杂、良率消耗大，同样一片晶圆能产出的有效芯片数量远低于传统存储芯片。
因此我们可以看到，进入2026年以来，消费级存储芯片价格不断上涨，带动手机、笔记本电脑等消费电子产品售价持续攀升。如今，也波及到了面板产业。
显示驱动芯片、时序控制器、电源管理芯片，这些面板必不可少的元器件，恰好大量使用了被“挤出去”的成熟制程产能。
代工厂纷纷将产能投向AI用电源管理芯片等较高利润的产品，显示驱动芯片的产能窗口随之收窄，供需缺口扩大，交货周期拉长。
根据市场咨询机构Omdia的观察，AI相关应用持续带动电源管理芯片和存储器需求，中国台湾地区和韩国的晶圆代工厂正在减少用于电视、显示器、笔记本电脑的DDIC和TDDI产能配置。
这就形成了一个看似反直觉的局面，就是AI越繁荣，普通显示器所需的芯片反而越贵、越难拿到。
显示驱动芯片约占LCD面板总成本的15%~20%。当这部分供给被AI“截流”，面板厂商即便不情愿，也必须面对更高的采购价格。
国金证券在相关研报中明确指出，成本端压力集中显性化，AI需求挤占面板产业上游材料产能，预计2026年四季度电视面板总成本环比上升4%~7%。”另据TrendForce判断，AI需求对上游材料产能的挤占，成为推动面板成本上涨的一个核心变量。
尤为值得注意的是，这种传导不是单一环节的涨价，而是沿着整条电子元器件供应链同步发生。AI服务器对高容MLCC、PCB等元器件需求的增加，使这些面板必需材料也进入涨价通道。
今年前三季度面板厂商BOM成本累计涨幅约5%至6%，其中驱动IC、PCB、覆铜板等环节均有贡献。
换言之，面板厂商面对的不是“某一种材料贵了”，而是整条上游供应链的定价基准在AI驱动下被重新锚定。
“面板厂商并没有因为AI而多卖出几块屏幕，却不得不为AI所引发的上游资源重新分配买单。”一位显示行业从业者在与「TMT星球」交流时感叹道。
真正的考验或刚刚开始
如果把视线从涨价函上移开，面板产业面临的现实并不轻松。
10月22日，京东方接受部分机构和投资者调研时表示，考虑上半年体育赛事等因素影响，品牌端备货需求前移，LCD面板下半年出货量或将出现环比下滑；OLED方面，2026年下半年柔性AMOLED需求承压明显，行业面临量、价双降的局面。
另据洛图科技、集邦咨询等机构发布的数据，2026年上半年全球大尺寸液晶电视面板出货量同比微降0.3%，全年出货预计下滑0.9%，第四季度电视面板需求量环比预计下降4%。
更为重要的是，尽管各大面板厂商提出涨价，但下游的手机、电视等企业们接受度明显下降。
从公开报价来看，2026年9月65英寸、55英寸、43英寸和32英寸电视面板均价均与8月持平，显示器面板和笔电面板价格也未出现普遍上涨。
显然，面板厂商们的涨价意愿和实际成交价之间，还隔着一层品牌厂商采购预算和库存压力的过滤网。
不仅如此，用户端的感受，也从一个维度提醒着各大面板厂商。
「TMT星球」在黑猫投诉等平台上看到，显示器过热、品控等问题被不少用户投诉。
比如有消费者投诉称，其在某电商平台上购买的显示屏存在严重的质量缺陷，属于不合格产品，影响正常使用，“属于显示面板质量缺陷”。该消费者还指控，销售该产品的商家存在“虚构合格条款、逃避售后责任”的行为。
还有用户投诉称，其购买的显示器不仅出现黑点，且黑点所在位置“外壳温度异常，触摸极度烫手，如同开水温度”，存在过热起火隐患。
此外，也有用户在社交平台发文称，其实测某一线品牌OLED显示器在27摄氏度室温下运行两小时，中心温度达到48摄氏度，直指面板的散热设计存在短板。
当面板厂商在供给端收紧产能、向下游要利润时，如果产品端的散热设计和品控一致性没有同步跟上，涨价带来的不是体验升级，而是用户对“越卖越贵、越贵越不省心”的抵触。
对于面板企业而言，议价权的提升如果只体现在报价单上，而没有传导到产品可靠性和用户体验上，这种定价权显然是脆弱的。
结语
从三星退场、夏普和JDI关线，到大陆三巨头合计握有全球LCD电视面板七成份额，面板产业用了十年时间完成供给转换，行业也走到了一个可以“用产能调控换价格空间”的阶段。
但2026年秋天的这轮涨价也清楚地表明，定价权的转移不等于产业成熟度的同步到位。AI在成本端点了一把火，需求端却在泼冷水，品牌客户在观望，用户在审视。
因此，涨价函可以一夜之间发出，但一个健康的产业生态，需要成本传导、产品品质和终端接受度之间形成正向循环。
而这种正向循环的建立，比任何一封涨价函都更难写就。
本文由 AI宝库自动抓取并翻译，版权归原作者所有；如需查看原文请点下方链接。
Man, fucking planet, by Wong Yan.
For the recent panel industry, the price increase is no longer anecdotal, but rather a letter from the major panel manufacturers.
According to a recent investor study in the east of Kyoto, the continued upswing in the purchase costs of some key materials and the increasing cost pressure on the supply chain are important reasons for the price increases for panel products.
On September 10th, Planet TNT noted that the first company in the front of the panel business, TCCL, was the first to issue a television panel raise notice, which was described by industry as “the first one in 20 years of entry”. Panel enterprises such as Jyeong Oriental and Hewlett-King also followed the letter of notification of price adjustments for publish products.
The collective price increases of the front-board enterprises have completely undermined the industry perception of “demand-to-price reduction”.
According to the Advisory Body ' s data and analysis, the main application terminal sales in 2026 are expected to decline in comparison, and this pressure will be channelled to the panel end, resulting in a projected decrease in the volume of board deliveries for the application categories in 2026.
Panel producers have raised their prices collectively.
In the third quarter of 2026, the panel industry leaked news that the head manufacturer was going to raise prices, and eventually the TTL Star sounded the “first shot”.
On 10 September, TTL sent a television panel raise letter to the client on the grounds that the price of upstream raw materials continued to increase costs.
Following the 15 September bid-off notice from the East of Kyoto, it is planned to introduce new prices for the display series starting in the fourth quarter of 2026, covering the LCD television panel and the entire series of mainstream display products, with downstream customers including mainstream global brands such as Samsung, LG, Sony and others.
In terms of specific increases, it has been reported that the price of the IPS panel under the flag was increased by 5 per cent to 8 per cent, 32 in 4K IPS panels by about 7 per cent to 10 per cent and large-scale OLED panels by up to 10 per cent to 15 per cent.
In a LCD panel adjustment circular issued on 16 September by the head of the other panel industry, it was decided to make a modest increase in the price of some of the LCD panels starting in September, in response to increased price volatility from bulk commodities to zero components driving IC, PCB and glass panels, which the company was unable to absorb, despite the internal management of the buffer pressure.
"TMT Planet" noted that, prior to the announcement of price increases by the East of Kyoto and Huike, the upstream supplier of the panel industry, Conning, devalued with the yen, and reasons for cost-related behaviour, such as raw materials, energy, announced an increase of 15 per cent and above in the value of products valued in the yen from the fourth quarter of 2026.
Conning is the global leader of the glass base, with one holding a market share of over 50 per cent, and core suppliers have limited options for the panel, making it difficult to avoid rising costs by replacing suppliers.
In addition, the rapid growth of the AI industry is an important factor in raising the cost of the panel industry.
Upon receiving an investor ' s study on 11 September, Hewlett Kwok made it clear that, as a result of the growth in demand in AI, the prices of IC-type (drive chip, SOC, etc.), PCB, MLCC, etc., had increased significantly, as well as for materials such as target and photolithography, which were likely to increase in the future.
From this perspective, the future panel industry does not exclude the possibility of further price increases.
Why does AI push up the panel?
While the price increases for upstream glass floors drive the price increases for panel products are well understood, the distance between servers in the AI area, data centres and products such as televisions in the panel area, monitors and so on, why is this driving factor in the price increases in the panel industry?
The key to finding out is capacity.
With the rapid development of AZLLM, the high demand for HBM (high bandwidth memory) in AI training and reasoning has led storage manufacturers, such as Samsung and SK Hercules, to shift large amounts of crystal round capacity from consumer-grade products to more profitable HBM.
The HBM stacking process is complex and expensive, and the number of active chips produced by the same crystal round energy is much lower than that of traditional storage chips.
So we can see that since 2026, the price of consumer-grade storage chips has been rising, and the price of consumer electronics, such as mobile phones and laptops, has been rising. And now it's in the panel industry.
The drive chips, time sequence controllers, power management chips, which are essential to the panel, are shown to use a large amount of mature process capacity “squeezed out”.
The surrogate plants are moving their capacity towards higher-profit products such as AI power-management chips, showing that the power windows that drive the chips are narrowed, supply and demand gaps widen and delivery cycles increase.
According to the observation of Omdia, a market-based advisory body, AI-related applications continue to drive power-driven power-management chip and memory requirements, and the Cinnamon Generation plants in Taiwan, China, and Korea are reducing the DDIC and TDDI energy configuration for television, monitors, laptop computers.
This creates a seemingly anti-intuitive situation where the more AI prospers, the more expensive and difficult it is to get the chips that ordinary monitors need.
The driver chip is shown to represent approximately 15 ~20% of the total cost of the LCD panel. When this supply is “interrupted” by AI, panel manufacturers have to face higher procurement prices, even if they are reluctant.
In the relevant studies, national gold securities clearly indicate that cost-end pressures are concentrated and that AI demand crowds in upstream material production in the panel industry, with the total cost of television panels projected to increase by 4 ~ 7 per cent in the fourth quarter of 2026.” TrendForce has also determined that the crowding in of upstream material capacity by AI is a core variable driving the rise in panel costs.
Of particular note is the fact that this conductor is not a single-link price increase, but is occurring simultaneously along the entire electronic device supply chain. The increased demand by the AI server for high-splendour MLCC, PCB, etc., has also brought the required materials for these panels into the price increase path.
The cumulative increase of BOM costs for the panel manufacturer in the first three quarters of the year was about 5 to 6 per cent, with the contribution of the drivers of IC, PCB, and copper.
In other words, the face of the panel manufacturer is not “some kind of material is expensive”, but rather that the pricing benchmark for the entire upstream supply chain has been anchored under AI-driven.
“The panel manufacturer did not sell several additional screens for AI, but had to pay for the upstream reallocation of resources caused by AI.” An industry practitioner who shows that he lamented when he spoke to Planet TNT.
A real test or just the beginning.
If the sight is removed from the price letters, the reality facing the panel industry is not easy.
On 22 October, a study by selected institutions and investors in the East of Kyoto indicated that, taking into account the effects of sports events in the first half of the year, there was a pre-positioning of the demand for brand-owned goods and that there was or would be a downward trend in the volume of the LCD panel in the second half of the year; in the latter half of 2026, the demand pressure for soft AMOLD was evident, and the industry faced a double-volume and price decline.
Data are also available from publish, an institution such as Lotu Technology, Quasi Consulting, which produced a small 0.3 per cent decrease in global LCD panel delivery in the first half of 2026, and a 0.9 per cent decline in annual delivery for the entire year and a 4 per cent decrease in fourth-quarter television panel demand.
More importantly, there has been a marked decline in the acceptance of downstream businesses, such as mobile phones and television, despite price increases proposed by large panels.
According to the public offer, the average television panel prices in September 2026, 65, 55, 43 and 32 were at the same level as in August, and there was no general increase in the price of display panels and pen panels.
It is clear that there is also a net of filtering between the willingness of the panel producers to increase prices and the actual offer of exchange, and between the branders ' procurement budgets and stock pressure.
Not only that, the user's feelings, but also from one dimension, are a reminder to the big panel manufacturers.
TNT has seen on platforms such as Black Cat complaints that display overheat, product control, etc. have been complained by many users.
Consumers, for example, complained of serious quality deficiencies in the screens they had purchased on a particular electrician platform, of substandard products, of an impact on normal use, “of the quality of the panels”. The consumer also alleged that there was a “fiction of conformity clauses and avoidance of post-sale liability” by the seller who sold the product.
There are also complaints from users that the monitors they purchase not only show black spots, but also that there is an overheated fire at the location of the black spots, which are “abnormally hot and touch very hot hands, like open water”.
In addition, users have written on social platforms that, in fact, the OLED monitor, a line brand, operates at 27 degrees Celsius for two hours, with a central temperature of 48 degrees Celsius and a short-set of heat-dispersion designs for the direct finger panel.
When a panel manufacturer tightens its capacity at the supply end and moves down to a profit, if product-side heat-dissemination design and product-control consistency are not synchronized, the price increases do not result in experience upgrading, but rather a user's resistance to “the more expensive and the less expensive”.
For a panel enterprise, the increase in bargaining power is clearly fragile if it is reflected only in the quotations and is not transmitted to product reliability and user experience.
Concluding remarks
From the Samsung exit, Sharp and JDI closings, to the continent's three giants holding 70 per cent of the global CCD television panel, the panel industry took 10 years to complete its supply conversion, and the industry has reached a stage where it can “regulate price space with capacity”.
But this round increase in autumn 2026 also made it clear that the transfer of pricing rights does not coincide with the maturity of the industry. AI has a fire at the end of the cost, the demand side is pouring cold water, brand customers are watching and users are looking.
Thus, price letters can be issued overnight, but a healthy industrial ecology requires a positive cycle between cost transfer, product quality and end acceptance.
The establishment of this positive cycle is harder to write than any letter of increase.
Auto-fetched and translated by AI Gem Box. All rights belong to the original author.