The hottest LED display market growth focuses on e

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LED display market growth focuses on expanding the small spacing market

Part 1 of 2014 α—— Before the impact, the pendulum raised its angle for half a year, and the overall performance of LED upstream chip enterprises was good. Since the second half of 2013, the market demand for LED chips has maintained a growth momentum. Since the fourth quarter, the chip price has declined slightly for three quarters, and the profitability of related enterprises has rebounded significantly. Since 2012, the growth rate of the display screen market has slowed down, and the LED lighting market has gradually improved. Lighting applications have replaced display screen applications as a force driving the demand of the chip market

through the perspective of the semi annual report of the industry, it can be predicted that the future performance of three types of companies is expected to continue to rise, increasing revenue and profits in the fierce market competition. First, the pull effect of LED lighting on the industry will become more and more obvious, and the profits of enterprises that fully benefit from the prosperity of LED lighting are expected to increase; Secondly, the trend of small spacing LED TV replacing the traditional large screen wall has been established; In addition, under the trend of intensifying competition and increasing industry concentration, leading enterprises in the industrial chain will fully benefit from the competition pattern of Evergrande

compared with previous years, the demand of LED display market in 2014 will continue to grow, but the price war is an inevitable "fate", and enterprises will face a more brutal elimination race, and finally the "leftovers" will be the king of this industry. With the survival of the fittest in market competition, the PK of LED display enterprises will not stay on the price, but will compete with the comprehensive strength of software and hardware

in the display screen Market in the first half of 2014, small spacing HD large screen is undoubtedly the mainstream of the market. Several large-scale model backbone enterprises in the industry are seizing this blue ocean market in real time. For a long time, an important reason why LED display cannot compete with commercial large screen products represented by LCD is the gap in display effect. With the introduction of high-density and small spacing LED products, this short board has been made up to a great extent. It is precisely because of this that led display began to have a high-profile foundation

although the camp of manufacturers involved in small spacing LED display is growing rapidly, and product upgrading is also accelerating, from the application level, the market scale is still very limited. It can be predicted that after the production scale reaches a certain degree, the expansion of the application market will become the highlight of the industry development. So, where is the potential application market of this industry favored by many enterprises

target positioning indoor large screen commercial display

at the beginning of its birth, small spacing LED display has been regarded by traditional led enterprises as a magic weapon to break the limitations of outdoor applications of LED display, and they expect to take a share in the indoor commercial display market, which has never been involved but has broad market prospects. It is undeniable that compared with the traditional indoor large screen splicing, the small spacing LED display does have certain advantages (for example, compared with the LCD splicing screen, it has incomparable seamless advantages; the following three balls are fixed. Compared with the DLP splicing screen, its application form is more flexible, and it can be equipped with touch, naked eye 3D, 4K and other trendy technologies according to the application requirements). However, as an emerging technology, Small spacing LED display also has some shortcomings (for example, it cannot compete with the cost advantage of LCD splicing, and it is still unable to compete with DLP splicing screen in terms of picture fineness, and there is also a high cost problem). This situation with both advantages and disadvantages determines that the road of indoor commercial display application of small spacing LED is both opportunities and challenges

in the indoor large screen commercial display market, the application of LCD splicing and DLP splicing has been very mature, covering the middle and high-end comprehensively. Therefore, for the "fledgling" small spacing LED display, there is only a blank market, but there is almost no blank application. In order to gain market share, we can only "eat at the mouth of the tiger", and directly compete with LCD splicing and DLP splicing. The difficulty is obvious

enter the civil market, high-end TV display

"don't put eggs in the same basket and carry out sample production and testing". This is obviously the aspiration of traditional LED display enterprises when expanding the small spacing LED application market. Therefore, although it is indoor application, while developing commercial application, they have not ignored the civil market with a wide audience. However, in practical operation, However, different people have different opinions - there are both active actors and reserved onlookers

supporters, such as liad, made it clear that the company plans to gradually introduce small spacing led TVs to the high-end civil market in the fourth quarter of this year, and the measurement of the ductility of materials. Zhouming technology, which is also a traditional LED display enterprise, holds a reservation about this, and believes that at this stage, the cost of small spacing led TVs is too high, and there are short boards that are not suitable for long-term viewing, so it is not completely sure to enter the civil market

from the different attitudes of manufacturers, it is not difficult to find that small spacing led TVs are still in the water testing stage to enter the civil market - whether there is a market or not, and its future development is still a big question mark

cost is the biggest obstacle to the popularity of small spacing led

the above analysis is not difficult to see that the entanglement of the popularity of small spacing LED displays has returned to high cost, both in the commercial display field and in the civil market. This is also an unavoidable problem in the application of small spacing led at present. For example, Weichuang, which has regarded small spacing as the company's emerging business and has withdrawn from a number of small spacing LED products, made it clear that before the current LED process technology has no major innovation, the commercial cost of a small spacing, such as P1.2, is too high for users to bear, and the actual development value remains to be discussed. This obviously runs counter to the application concept of the ultimate display effect in the terminal market

in any industry, with the maturity of technology and the growing camp of manufacturers, scale effects will occur, resulting in the continuous reduction of costs. In the small spacing LED industry, it is no exception. Among the components of small spacing LED display, the cost of light beads accounts for 60% to 80%, and the continuous expansion of the order scale of small spacing LED display will reduce the cost of light beads because of the scale effect, thus driving the cost reduction of small spacing LED display. According to the analysis of projection era, the high cost will not be a permanent obstacle in the popularization and promotion of small spacing LED display screen. From the perspective of long-term development, the application scale of small spacing led and even the application cost complement each other. When the two reach a balance state, small spacing LED will usher in a real explosion of application

the development of small spacing products requires a process of upgrading, and the market cannot suddenly change to the era of small spacing. Europe, America and Japan have a great demand for high-end display screens, but compared with some regions in Southeast Asia, the demand is weaker. Chuangxian provides a variety of product series and platforms, so as to "suit the remedy to the case", that is, match the product types belonging to this market according to different market demand platforms

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