From the products and businesses launched by screen companies in recent years, it can be seen that the entire industry has undergone tremendous changes: LED screen companies have transformed from pure manufacturing and sales to creating comprehensive products. For example, smart all-in-one machines and other consumer market products that adapt to more commercial display scenarios, command and dispatch solutions suitable for the construction of special display scenarios, and "product + content production/creative design" application cases in entertainment scenarios, etc. It can be seen that the tentacles of the LED display industry are already extending outward.
The saturated professional market has spawned new development needs
Throughout the history of the development of LED display, in fact, only 30 years. Before the 1990s, my country's LED display industry was still in its infancy, and the products were mainly single-color and red and green LED display products. After the 1990s, LED display entered a full-color period, and the LED display industry also ushered in a period of rapid development. The application field is gradually expanding, and the industrial structure is gradually improving. Especially after 2008, the LED display has entered a new stage of development in terms of design concept, technological innovation, engineering scale, and display effect. In this process, some problems inevitably arise: industry competition intensifies, and in order to seize the market, screen companies compete in price wars. The quality of the products on the market is also mixed, which has also prompted industry norms and guidance to be further put in place. The production capacity has been increased and the scale has been expanded, and the intensive development effect of the industry has become more and more obvious. After more than 30 years of development, China's LED industry has formed a relatively complete industrial chain including the production of epitaxial wafers, the preparation and packaging of chips, and the application of LED products.
For a long time, the development of the LED display industry has been based on market demand, and technology research and development has been upgraded in terms of product display effects. The application field also has obvious characteristics: the main focus is on large-screen display, and the demand for information video display is mainly. With the increase in market demand, screen companies continue to expand application scenarios and develop display application products in advertising media, transportation, sports, education, security and other markets. However, with the gradual saturation of the professional market, after a long period of market competition, the intensification trend of screen enterprises is obvious. After experiencing a series of internal and external factors, in a gradually mature and saturated market, the competition of screen enterprises has become more and more fierce, and it has gradually begun to fail to meet the needs of further improvement and development of screen enterprises. The development of the LED display industry is very similar to the large LCD screen market. From the perspective of the current LCD market, there are only a few leading companies in the quantitative share market. A wake-up call: When the traditional professional market has entered a saturated state, and the research and development of LED screen enterprises in traditional product display technology is no longer scalable, where should the development of screen enterprises go?
In fact, from the development trend of the LED display industry in recent years, it can be seen that screen companies are making new attempts and adjustments.
The shallowest attempt should be to convert module products into complete machine products and enter the commercial display market. In this attempt, the screen company changed the original LED display screen and video processor into a product that integrates the processor and the display screen, and outputs a small-pitch all-in-one product suitable for indoor use to the indoor display scene. This also means that the LED display will not only compete with various splicing display products in the large-screen market, but also compete for indoor display space in the commercial display field and medium and large-sized displays. And LED screen companies have followed a principle in product upgrades: how to make the operation of commercial display large screens more convenient and convenient?
Perhaps inspired by information technology and digital products in recent years, coupled with the development of information technology such as 5G in recent years, the large display screen is no longer simply used as a display board for video materials, and all-in-one products equipped with software functions have begun to be used in various conferences. Room, security monitoring, education and other places, and there are corresponding functional focus for the place, and even the product has multi-function features, which can adapt to the needs of various application scenarios. In recent major technology exhibitions, LED all-in-one products are emerging one after another. For large-screen application scenarios such as command centers, major screen companies have launched various integrated solutions. Thanks to the rising demand for digital upgrades in various scenarios under the construction of smart cities, LED displays have more market opportunities and market space. In fact, the intelligent all-in-one machine and the integrated solutions launched by various screen companies can also be regarded as an intelligent upgrade of the display products by the screen companies. The discrete parts of a single module are combined into a whole product, with suitable display operation software. For consumer groups. This type of product well meets the needs of consumers for simplified operation of LED display, and becomes another competitive advantage of LED display products.
At the same time, screen companies also try to improve product added value and market competitiveness by "enabling" display products. In the market situation where traditional LED display technology is becoming more mature and industry competition is becoming increasingly fierce, many display companies have developed new business points in the application field, and "product + content production/creative design" has become the company's new business model. Relying on technological innovation, the types of LED display products are becoming more and more diverse, and the combination with art design is more and more closely, which creates a larger application space for the industry, but also challenges the display content of LED displays with different appearances. . This year, there is an obvious trend for screen companies to deploy digital content. Many screen companies have developed digital content scene construction businesses, including XR virtual digital people, virtual venues, virtual live broadcasts, naked eye 3D and other digital content services. It also provides digital content design and production for various special-shaped display screens combined with modern decoration, landscape, and lighting in application scenarios such as bars, stages, and art exhibition halls, to create more beautiful creative display application cases. LED display companies located in the professional field obviously have a better understanding of product characteristics, which also provides convenience for display companies to enter the digital content production market.
In the previous professional market, the requirements for digital content were not high, or even no requirements, and all that was needed was a display screen. But the current market needs more integrated products. In the past, market orders in the LED display industry were mainly based on project types, but they only formed demand for display products, but now the project-based orders in the LED display industry market not only form demand for display products, but also put forward new demands on display content. requirements. Even in some application scenarios based on content requirements, the overall visual design requirements determine the appearance and structure of LED display products, which puts forward new market demands for the content production and product design of screen companies. To keep up with the rhythm of the market, display companies cannot only limit themselves to the field of "manufacturing", and the expansion in display software development, scene visual effect design and digital content production is precisely the reason why LED display companies adapt to the market. A step outside the "comfort zone" of the industry.
The derivation of the market and products has prompted the distance between screen enterprises and consumers to be gradually narrowed. The market demand for LED display products has changed from rigid video information display to more flexible and unknown. With the development of Internet information technology, information dissemination has become more and more developed, and LED displays are no longer half-understood for consumers, and the requirements for LED display products will be more stringent. The original market is too saturated and the competition is fierce. To develop new markets and take the lead, companies must open up new LED display application paths, learn more "skills", and increase the "attribute value" of products.
