Faced with the current situation of LED display industry shuffling acceleration, LED display companies began to consider the entire LED industry chain for horizontal or vertical transformation, seeking a new blue ocean. Typical cases of horizontal transformation, such as the transformation of LED lighting by Chau Ming Technology, and drastically entered the online malls such as Tmall and Jingdong to open e-commerce channels. In addition, Lehman, Mai Rui and other LED display manufacturers have also launched LED lighting products. However, LED lighting is also facing fierce competition, and in the brand and channel construction, LED display companies lack the upfront accumulation, obviously does not have much competitive advantage. There is no advantage in horizontal development of lighting, and the vertical expansion of the advertising media market has also been targeted by many companies. LED display giants led by Lianjian, Dehao Runda and Liard also started to add advertising media business, or buy advertising time for LED display parts from advertising media customers, and profit from selling advertising time. Or directly set up a media company to build an LED media network. In fact, advertising operations require professional operational experience, production-oriented LED display companies, involved in the cultural industry, it is obviously very difficult.
Although the competition in the LED display industry is fierce, it is not lacking in the blue ocean. As the competition in the industry intensifies, the net profit of LED display screens is already very small. In the case that the industry does not increase production, in addition to many attempts to adapt, there are other ways to seek breakthroughs. ? Wang Wenping, Marketing Director of Shenzhen Decai Photoelectric Co., Ltd., told the reporter that there is a lack of competition in the LED display industry, but it is not lacking in the blue ocean. Enterprises and spend a lot of time doing their own unprofessional things, it is better to think about how to do their products well, how to push products to a broader market. It is reported that since its establishment in 2006, Decai Optoelectronics has been focusing on LED display and has achieved good results in domestic and foreign markets. It is the only company in China that has both German TUV CE certification, European EN12966 certification and North American ETL certification. .
At present, domestic LED display companies have begun to turn their attention to lighting, packaging and other fields, but international companies such as Barco and Daktronics have always been rooted in LED displays, and their market share has always been difficult for domestic companies. If it does not transform, what is the LED display enterprise blue ocean?
LED full-color display has been used for more than ten years. With the continuous improvement of product technology and quality, early displays have experienced serious lags in point spacing, flatness and operability, plus the display itself. Life characteristics, it is not uncommon for early display projects to be replaced by new ones. Wang Wenping told the net reporter that this replacement market can account for 20 of the entire market. In the first- and second-tier cities in China, the early LED display was eliminated. Compared with the previous ones, the cost of replacing new products is now much lower, and often the lower cost can get more cost-effective products. In addition to the emerging market demand, the product update market can not be underestimated.
At present, the application fields of LED display screens are mainly in the fields of stage, transportation, sports, advertising, etc. Compared with liquid crystal displays, LED displays cannot enter the civilian market. Compared with DLP, LED displays do not account for some control fields. Advantage. Once LCD or DLP breaks through the technology and breaks the advantage of LED display in cost performance, it will have a huge impact on LED display, and vice versa, if LED display can be high density, display quality, viewing experience There are more breakthroughs in terms of degree and other aspects, and its market share will also expand significantly. Looking at the entire display market, who can solve the technical bottleneck can become the market leader. In 2013, high-density and small-pitch display technology achieved rapid development. Ruituo promoted LED super TV with retro TV model, Zhouming UTV small-pitch screen continued to be staged, Skyworth brought high-density products, and the global naked-eye 3D display It has also become a new preparation for the announcement of the September and the Liards in September. As the dot spacing becomes smaller, the market for LED displays will definitely expand further.
Enterprises with long-term planning will be able to stand up for the industry tomorrow. Of course, the market share of LED display screens for LCD and DLP will definitely not be achieved for a while. Now, the gross profit of LED display business is almost the same. At the bottom of the situation, what kind of actions can LED display companies use to advance the market, or to maintain the existing application market? Wang Wenping analyzed that at present, enterprises are still in the vicious competition of price wars. Many enterprises only look at the immediate interests. Even if they try to sell products, this can only be a mess of the market, but also a bane for the enterprise itself. This requires enterprises with long-term development plans to guide the industry, and the original source. Taking outdoor advertising as an example, many outdoor display technologies were limited in the early stage, immature in design and technology, and the light decay was serious. On the other hand, many companies blindly saved costs, in order to take more orders, regardless of product quality, screen The brightness is attenuated faster, and even a large area of ​​dead lights, there are large areas of color blocks and shadows (represented by the LED display of Shenzhen North Station Plaza), and companies deliberately speculate, confused concept, the higher the brightness of the screen It can represent the production strength of the enterprise, which directly leads to the doubts of the channel users or terminal customers on the display screen, and the excessive brightness of the screen body causes light pollution, which also promotes the outdoor LED display to become the target of public criticism. In Wang Wenping's view, the current strength of LED display companies can completely solve these problems.
In the outdoor LED display market, the application environment can be fully considered from the product design plan. The LED display light pollution is actually caused by excessive brightness and lack of scientific management. If the display is subjected to strict light environment management, the system design is used to control the brightness of the screen in different time periods according to the ambient light, and the viewing experience is The degree has improved, and the outdoor advertising market will also go out of the passive situation.
As the industry shuffles, industry orders and customers are increasingly concentrated in large-scale enterprises. Enterprises with price wars and vicious competitions will be eliminated, while companies with long-term planning will start from the details and grasp products. Quality, and gradually promote product innovation, LED display does not have blue ocean?

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