Three Major Trends of LED Display Industry Under New Normal
Recently, the industrial structure and product strength of the LED display industry continue to be improved. However, with the rapid transformation of industrial upgrading, the overall saturation of the market and the market trend of the performance of the recent screen, the "new normal" of the next industry may be difficult to break out in the future terminal market. The demand for growth will continue to be in a "consolidation" stage, and the enterprise must rely on its own product update or application innovation to achieve profit growth. The era of China's LED display industry is in the era of great integration. At the same time, this "new normal" industry background has three obvious trends.
Trend 1: subdivision brand pattern molding
LED display screen industry segmentation market pattern has already begun. Recently, there are some small and medium-sized enterprises in the industry, such as the rapid rise of the "ice screen", the rapid rise of optoelectronics, specializing in the display of indoor display export of light sun, in the transparent screen fixing area of the leading AAA, and so on; in addition to several big dragons in the industry. It is becoming clearer and clearer to use subsidiaries to exploit subdivision markets: lead's Jinxiang is in the forefront of high-end engineering, and the company is Redio of Chau Ming technology, mainly responsible for the LED rental display and the LED creative display market... They have accumulated in their major segments. More solid brand base, these all show a phenomenon: the industry's various types of subdivision of the brand pattern is forming, and the size of strong brand growth is very strong.
The current industrial form is a representative group of enterprises that have emerged in various subdivision categories, forming a number of representative industry brands. Some are to seize the level of industrial upgrading and successfully complete their own adjustment; some are selected to the segmentation market, quickly become well-known brands in this field, some are successfully on top of the leading screen enterprises, "big car", have strong backing; these screens enterprises whether it is the scale, growth growth, or brand word of mouth have started a large number of Leading, and often such brands can represent an extreme market segment. For example, when it comes to small spacing TV, it is difficult to bypass Riad, saying that the transparency screen can definitely think of one photoelectric.
Therefore, the next small and medium sized enterprises that want to do something must quickly strive for a favorable brand positioning in the subdivision of the category, and make the products extreme, otherwise they will face the situation of homogeneity competition in the fields familiar with the opponents.
Trend 2: is upgraded with subdivision products and competition intensifies
It is noteworthy that although subdivision has formed a strong brand, this does not mean that there is no challenger. Because the same type of products in the industry, regardless of hardware facilities or solutions, are diversified and diversified. Especially in the field of small spacing, product upgrading, extreme segmentation and intensified brand competition have become an irresistible trend.
On the one hand, with the intensification of industrial transformation and upgrading, the cognition of the end customers to the product and the market is becoming more and more mature, the price is no longer the main factor that thinks it is purchased, and the performance of the product is the main standard of the market consideration. Especially in the face of small and medium distance products in the high-end market, not only the quality and performance requirements have been raised, but also the personalized demand has been further released. The change of demand in the downstream market is also stimulating the upgrading and optimization of small distance products of the upstream manufacturers, and further subdividing their products. For example, small spacing advertising machines, small spacing TV, small spacing of COB, small outdoor space, small space lease and so on, and so on.
On the other hand, with the continuous refinement of small spacing technology, the definition of small spacing has been refreshed for two years. At the moment, the products below P2.5 have been treated as regular products, and the industry's definition of small spacing is refreshed to below P2. This also marks a watershed in the small distance industry, because the small spacing below P2 needs the manufacturer to replace the equipment, which is very difficult for a small and medium sized manufacturer with insufficient fund chain and low product R & D strength. The replacement of production equipment requirements also greatly raised the threshold for screen companies to enter the small space field.
This means that a lot of low - distance industries are likely to face elimination in the next small space, and even some manufacturers who have replaced production equipment now face capacity pressure, how can there be enough capacity to support cost reduction? In the field, the field of transparent screen is also the same, the differentiation market is further subdivided, the fierce competition in accelerating product upgrading is also prompting the screen enterprise to twist the brain to do the extreme product, application and so on, which will become a major trend in the next industry.
Trend 3: strong channels coexist with multiple channels
The competition between the channels of the LED display industry has never subsided, especially with the continuous expansion of the distributor system into the major cities throughout the country, and even the extension of the antennae to the county-level market. The channel market is becoming more and more hot. In the near period, the listed companies have accelerated the distribution of the channel market, and also make the channel market more lively. Liad and Chau Ming do not need to say that they have strong strength. They return to the channel market with strong brand influence, and Abison and strong colourful cooperation also make each other more competitive. Plus some special specialties in the industry in recent years