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Recently, LED display industry structure and product strength continued to improve, but with the industrial upgrading transformation is accelerating, and the overall saturation of the market, as well as the recent performance of screen enterprises in all aspects of the market situation shows that the next industry's "new normal"-the future end market may be difficult to have explosive growth demand, will continue to be in a "consolidation" phase, screen enterprises must rely on their own product updates or application innovation and other ways to complete the profit growth, China's LED display industry in the era of great integration.At the same time, there are three obvious development trends under the industrial background of this "new normal".
Trend 1: Subdivision category brand Pattern molding
LED Display Industry Subdivision market pattern has already begun, recently the industry has a number of outstanding performance in a certain segment of small and medium-sized screen enterprises, such as "ice screen" rapid rise of a product optoelectronics, specializing in indoor display application exports of the See Jue Asahi, in the field of transparent screen fixing, the leading O ' Reilly, and so on;In addition, the industry's several leading screen enterprises to use the subsidiary to explore the subdivision of the category market layout is becoming more and more clear: Liad's King Lixiang in the high-end engineering field lead, the company for the Redio of Zhou Ming technology, mainly responsible for led rental display and led creative display products market .... They have accumulated a relatively solid brand base in their main subdivision areas, which indicate a phenomenon: the industry's various categories of brand pattern is forming, and the size of strong brands growth is very strong.
The current industrial form is a group of representative screen enterprises in various subdivision categories, forming a group of representative industry brands.Some are to seize the threshold of industrial upgrading, the smooth completion of their own adjustment;Some are selected the right market segment, quickly become a well-known brand in the field, some smoothly on the faucet screen Enterprises "cart", with a strong backup;These screen companies have no Whether it is scale, growth rate, or brand reputation has begun to take a big lead, and often such brands can represent an extreme market segment.For example, when it comes to small spacing TVs, it is difficult to get around the liad, saying that transparent screen dance must be able to think of a product photoelectric.
Therefore, the next small and medium-sized screen enterprises want to make a difference must quickly strive for a favorable brand positioning in the subdivision category, and the product to achieve the ultimate, otherwise they will face in the opponent familiar with the field and their homogenization competition situation.
Trend 2: Upgrade with subdivided products, increased competition
It is worth noting that while the subdivision has formed a strong brand, this does not mean a lack of challengers.Because the same type of products in the industry, whether hardware facilities or solutions are in a variety of categories and even diversified development.Especially in the field of small spacing, product upgrading, extreme segmentation, brand competition has become an unstoppable trend.
On the one hand, with the intensification of industrial transformation and upgrading, end customers ' awareness of products and markets is becoming more and more mature, the price is no longer the main factor in the feeling of whether or not to buy, the performance of the product has become the main standard of market consideration.Especially in the face of the high-end market small spacing products, not only its quality and performance requirements, personalized demand is also further released.This change in downstream market demand is also constantly stimulating upstream manufacturers small spacing product upgrade optimization, and promote the further subdivision of its products, such as small spacing advertising machine, small spacing TV, cob small spacing, outdoor small spacing, small spacing leasing and other subdivision products and applications appear.
On the other hand, with the continuous refinement of small spacing technology, the definition of these two years of small spacing is constantly refreshed, the current products below P2.5 has been treated as a conventional product, the industry's definition of small spacing refreshed to P2 below.And it marks a watershed in the small spacing industry that has come。Because P2 below the small spacing needs manufacturers to replace equipment to do, which is now a lot of capital chain tension, product R & amp; d strength is not enough for small and medium-sized manufacturers are very difficult, because not only to have a high standard of small spacing R & amp; d and design capabilities, at the
This means that in the next small spacing industry, many low-end production capacity is likely to face elimination, and even if some manufacturers who have now replaced production equipment, but also face capacity pressure, do not have enough capacity to support the reduction of costs?
The phenomenon of upgrading and increasing competition is not only in the field of small spacing, but also in the field of transparent screen, where the differentiated market is further subdivided, and fierce competition in accelerating product upgrading is also prompting screen companies to rack their brains to do the ultimate products, applications and other fine differentiation, which will become a major development trend of the next industry.
Trend 3: Strong channels coexist with multiple channels
LED display industry channel battle has never subsided, especially with each screen enterprises continue to the dealer system into the country's major cities, and even extend the tentacles to the county market, the channel market is becoming more and more hot.And in recent times listed screen enterprises to speed up the layout of the channel market, but also let the channel market more lively, liad, Zhou Ming and so on, it has a strong strength, back to the channel market they also have a strong brand influence, and Abison and strong big color cooperation also make each other more competitive.Coupled with the emergence of some of the industry in recent years specializing in subdivision channels of screen enterprises, strong channels and multiple channels of coexistence situation is becoming more and more clear.
It is worth noting that although there are many screen enterprises have become a strong channel, but the LED display industry channel diversification is also accelerating the formation. “Belt and Road "and other open policies so that screen enterprises to turn their attention to the broader overseas market, in recent years, more and more screen enterprises to open up overseas new channels, new markets;Strong joint for screen enterprises to take a comprehensive view of the region's channel market to add a new way, in addition to a lot of screen enterprises have matured or are developing subdivision channels, such as Abison Hotel screen business, Huaxia brilliance set up leasing division and so on, in general, the diversification of industry channels for the strength of large enterprises is an opportunity is also a challenge, Screen enterprises can speed up the layout of the whole channel, of course, to take the differentiated business route of the brand screen enterprises can also choose one or two channels for deep ploughing.
At present, from the industrial pattern, China's LED display in recent years has gradually changed, the industry's professional division of labor is forming: focus on the display production of manufacturers, market channel sellers, engineering installation after-sales service operators and other specialized enterprises appear, the division of labor is clear, close cooperation, the development of winning-win situation is forming, The specialization division of labor is beneficial to do fine, bigger and stronger, and has positive significance for promoting the healthy development of the whole industry.At the same time, in this process, with the continuous optimization of the development of the industry, the end products will be more diversified, refined, and the market will also be through a round of competition and elimination, and finally form a number of leading screen enterprises, more than "high-precision" enterprises to control the overall situation, and an enterprise competition for the remaining market pattern , it will be a big leap-forward development.