In 2017, high-definition LED electronic screens still face major variables

Today will be an important turning point for the international development of the high-definition LED electronic screen display industry. The increase of foreign-funded brand products will bring major changes to the domestic and overseas markets, including the right to speak in upstream raw material procurement and the redistribution of market structure. Domestic high-definition LED electronic screen companies must take precautions against this. However, in any case, 2017 will be a crucial year for overseas LED large-screen brands to launch high-definition LED electronic screens, and it will be a year for foreign giants to gather new products. In this context, whether foreign giants will come to "domestic" has become a proposition. On the one hand, the Chinese market is the world's largest consumer market for high-definition LED electronic screens; on the other hand, the strength of Chinese high-definition LED electronic screen companies is extraordinary, and the Chinese market is already a mature market with a well-divided territory. Combining the above two aspects, the road to China for foreign-funded teams can be described as "going or not going". Looking at Sony's CLED products, there are two main advantages: First, technically, this product is very different from domestic lamp bead surface-mount products from the packaging layer. This kind of technological advantage will be the capital for some foreign giants to get close to the domestic market (of course, there must be very few companies with unique technology). Second, in terms of channels and markets, Sony, Mitsubishi, Barco, etc. have a complete layout of the domestic market in the field of LED large-screen display, and even have market advantages in some applications-so, small-pitch LED screen products take a free ride on other products Its operating cost is not very high, and "maybe to give it a try" may become the choice of many international giants. Foreign high-definition LED electronic screens came "really" relatively late. Even, many European and American giants are still waiting for the first product to be launched in 2017. This is consistent with the reality that the Chinese market accounts for almost half of the global small-pitch LED market, and more than half of the high-end products below p1.5. However, the high-definition LED electronic screen industry is a market with special "rules" after all. Although foreign giants come late, it does not mean that there is no opportunity. The above three aspects determine that in 2017, the domestic small-pitch LED screen market may see more foreign brands. However, for the time being, these brands can't afford any big waves. On the contrary, in the international market, the competition between foreign brands and local companies will be more exciting. In summary, the most unfavorable factor for foreign capital in the domestic small-pitch LED screen market is the maturity and development of local giants; the most powerful factor for foreign capital is "in the entire LED screen market, they are mature old players after all"; foreign brands The biggest variable is "whether there are technical advantages"-in fact, the technical system of local small-pitch LED products is very mature, and the price and cost are gradually falling. If foreign giants do not have unique skills, it is difficult to say that they have product technical advantages. First of all, many local LED electronic screen companies have gone abroad and opened up the international market. Just looking at the high-definition LED electronic screen product line, local brands are temporarily leading. Second, in the international market, the rise and development of high-definition LED electronic screen applications is slower than that in China, and the blank market is relatively large, which provides a living space for many latecomers. Third, the international LED large screen market has been dominated by European, American and Japanese companies for a long time, and they have existing market advantages in similar products and competitive technology products. Fourth, in terms of upstream technology and industrial chain, Samsung, Mitsubishi, and Sony are more deeply involved than domestic high-definition LED electronic screen companies, which will affect industry standards, technical routes, and the market structure of raw material procurement. The alliance relationship of packaging manufacturers is more prominent. These four factors make the competition between Chinese and foreign high-definition LED electronic screen companies in the overseas market more intense. .