In this comprehensive multi-point of view, sort out the 2015 LED display industry characteristics, market status
First, the industry characteristics
1, the overall development of the industry reached a large-scale level
China's LED display industry's main products not only in the mainland occupies an absolute market, while in the global market also occupy a certain share, forming a stable export. Product quality and reliability in general has been significantly improved, the mainland LED display application enterprises in major projects and key projects in the outstanding performance in the international market competition, large-scale display system to undertake the implementation of such projects significantly improved capacity.
2, scientific and technological innovation to promote the development of the industry role
LED display application industry, the overall level of technical and international development of the basic, nearly two years of innovative products continue to come out, the industry active in technological innovation, product technology development capabilities continue to strengthen. Technical development, technical support and technical assurance capabilities that meet specific application requirements are enhanced, and key technologies and mainstream product development are more mature.
3, industrial development was standardized, intensive features
In recent years, China's LED display application industry in the development process is an important feature of the scale of the number of enterprises increased significantly, the number of medium-sized enterprises have decreased, the number of small-scale enterprises have increased. The industry as a whole from the previous "olive" to "dumbbell" change.
4, LED upstream industry development to promote the role of obvious
LED industry chain between the upstream and downstream to achieve a healthy interaction, new products, new technologies to promote the rapid application of LED chip materials, driven IC, control technology development, many enterprises in the industry LED integrated applications, semiconductor lighting, lighting lighting engineering And other aspects of the formation of a certain technical basis and production engineering foundation. In the traditional LED large screen display technology and products on the basis of LED display products in the industry market share increased year by year.
5, the industry pattern in the adjustment of continuous improvement and rationalization
The professional division of labor within the industry is becoming increasingly evident, LED display applications, the basic form of the industrial chain prototype for the industry to upgrade and laid a good foundation.
Second, the market situation
1, the price: prices continue to bottom into a lasting price war
China's LED display through 10 years of rapid development, especially in recent years, investment "blowout", China's LED display industry, a more serious structural surplus, that is, middle and low homogeneous product surplus. The weak market demand and industry overcapacity makes the LED display industry, the price war is very intense.
In addition, the price decline also benefited from the LED display technology in the blue, green light has made rapid development, the use of advanced production equipment and LED device degradation and production experience continues to mature, and this is the current rapid display of LED display The main promoter of the field.
(1) LED display technology in the blue, green light has made rapid development
In the past, LED display prices are high people catch up, after recent years of development, LED display technology in the blue, green has made rapid development. Especially the improvement of epitaxial material preparation technology and the optimization of the physical structure design of the device. These leaps and bounds should be attributed to the continuous improvement of performance and the rapid decline of cost, and the application field and scale have also been greatly developed. However, looking forward to the future of the more challenging new areas of general lighting, LED technology to further breakthrough is necessary, and this time the breakthrough will be more focused on how to reduce the use of LED costs.
(2) LED device manufacturing costs
LED device manufacturing costs relative to silicon-based devices is still very high, mainly due to the size of the industry and technology development is far less than the silicon-based semiconductor industry. However, with reference to the development of the mature semiconductor industry, we can expect LED device manufacturing costs will continue to decline in the next 10 years.
(3) the use of advanced production equipment
The progress of core equipment manufacturing technology will be doubled to improve production efficiency, the most typical use of a large placement machine and plug-in machine; thus significantly reduce depreciation costs, but also save labor costs.
(4) production experience continues to mature
Production experience continues to mature, but also a decline in LED display prices a reason. Throughout the production process, to use a lot of wire, hardware, experienced staff in the material to do more ease, in the material re-use will have more skills, you can make the material to maximize the use, so as to achieve To reduce costs.
2, products: new products have been introduced, the added value of technology into the main competitiveness of products
LED-related enterprises in 2015 launched a new product for the market segment. For example, in the industry's first exhibition in 2015, Riard launched a resolution of nearly 8K large LED display, easy to launch the first 3D display control system, Abby's X3LED display wireless system, Weijia Shun launched the world's first COB outdoor P3 small pitch, Moses pushed the world's first "LED automatic module detection system" and so on. Although the domestic LED display technology and foreign companies are still gaps, but with its development process, 2015 domestic LED display business can achieve greater progress.
Previously, LED display is in short supply situation, has now changed, become oversupply, the changes in the market conditions forced production enterprises began to focus on high-quality products, high-tech content. Transformation and upgrading will be the inevitable trend of future industry development. With the increasing competition in enterprises, the profit margins of major enterprises are compressed, the survival of enterprises facing difficulties. The entire international market is also to enhance the LED display product standards, product quality, design, after-sales service, and so put forward more stringent requirements.
3, dealers: struggling with their grab, it is better to work together
In 2015, LED display dealers and manufacturers will be more closely linked, but because of lower prices and competitive pressures, dealers rely on products to earn profits will be less and less, many dealers become very Confused and confused.
Construction of the dealer team has always been a lot of business is a headache thing, especially in the domestic economic slowdown in the background, has experienced rapid development into the white-hot competition in the industry, and LED display industry is typical of this situation.
"With its struggling to grab high-quality dealers, it is better to work together to grow the middle dealers," there are business owners bluntly, the best dealer system construction can be summarized as 28 words: "extensive publicity to promote, efficient and effective protection. Help, develop a total market growth. "Extensive publicity and efficient incentive to this point for the construction of the dealer team are quite familiar with the company through media advertising, exhibitions, networks and other ways to publish investment information to attract the attention of the dealer group , And then through the company to determine the dealer selection criteria, screening in line with company conditions of the dealer. For the dealer team, the company will develop a different incentive policy to stimulate the dealer team for the company to bring performance improvement, and real-time out of unqualified dealers.
4, manufacturers: the survival of the fittest, manufacturers "big fish" to eat "small fish"
At present, the LED industry is still in the process of intense reshuffle. In the view of industry experts, companies that can survive in Ebb Tide have two factors, namely scale and technology.
On the market trend, LED display industry big fish to eat small fish phenomenon is inevitable. Usually may have several forms: mergers and acquisitions; some factories become a foundry; some even become a wholesaler's foundry; mutual holdings.
At present, the LED display industry mergers and acquisitions is the future direction of development, has been the consensus of the industry, mergers and acquisitions is a big fish to eat small fish, fast fish eat slow fish, is a continuous process, whether you are mergers or acquisitions, M & A will be a normal state. Even so, there are experts to remind, companies need to proceed from reality, not for mergers and acquisitions and mergers and acquisitions, mergers and acquisitions must have a purpose, and clear their own risk bottom line. In addition, mergers and acquisitions enterprises must be stronger than the mergers and acquisitions of enterprises, to achieve after the acquisition of 1 +1 is greater than 2 synergies.