New LED full-color screen products continue to expand

In the display market in the first half of 2016, small-pitch LEDs are undoubtedly the mainstream of the market. For a long time, an important reason why LED full-color screens cannot compete with commercial large-screen products represented by LCDs is the gap in display effects. With the introduction of high-density small-pitch LED products, this short board has been made up to a large extent.

It is precisely because of this that LED full-color screens have begun to have a high-profile confidence. At the beginning of its birth, small-pitch LED full-color screens have been regarded by traditional LED companies as a magic weapon to break the limitations of LED display outdoor applications, and look forward to a share of the indoor commercial display market that has never been involved but has a bright market prospect. It is undeniable that compared with traditional indoor large-screen splicing, small-pitch LED full-color screens do have certain advantages. For example, compared with LCD splicing screens, it has incomparable seamless advantages; compared with DLP splicing screens, Its application form is more flexible, and it can be equipped with trendy technologies such as touch, naked-eye 3D, and 4K according to application requirements.

It is precisely because of these advantages that small-pitch LED full-color screens continue to exert their strength in the commercial display market, and more and more replace the original LCD splicing and DLP markets, driving the advent of the small-pitch LED era in the entire commercial display market. With the development and improvement of display technology, the application of LED full-color screens has gradually moved from outdoor large-size display applications to indoor applications, especially the advancement of small-pitch technology. Small-pitch LED full-color screens have been used in security monitoring, exhibitions, and business meetings. , To a certain extent, replace LCD and DLP products, and the application field of LED full-color screen has been significantly expanded. At the same time, with the maturity of small-pitch technology and the decline in cost, small-pitch display screens are moving from indoors to outdoors, further broadening the application field of LED full-color screens. It is expected that small-pitch LED full-color screens will remain at a high level in the next few years. growth rate.

In 2015, the global small-pitch LED market reached 2.4 billion yuan, with a sales increase of 180%. It is expected to exceed 10 billion yuan in 2020. Although the growth rate of the small-pitch LED Chinese market has dropped to more than 80%, the global market is still growing significantly. In 2015, the market demand for small-pitch LED screens in Europe, America and the third world countries increased by more than 2 times, and finally supported the high growth of the global market for small-pitch LED screens.

Transparent screens are another subdivision of the LED full-color screen industry in recent years. Traditional outdoor full-color LED screens are bulky, difficult to maintain, and poor in heat dissipation. If the product quality deviates, it will cause major collapse/fire accidents. It also restricts its development. For the safety of the public environment, the difficulty of approval in the outdoor advertising market has been increasing in recent years. Even some regions have banned the installation of outdoor advertising LED full-color screens. Therefore, LED full-color screen companies want to seize the outdoor advertising market. Breaking through the limitations of the current traditional outdoor advertising, "lightweight" will be one of the key development directions for LED full-color screen enterprises. For now, the development of LED transparent screens has brought consumers unprecedented visual experience and brand-new application experience, and also enriched the types and display methods of LED full-color screen products, filling the gap in the field of LED transparent display, and providing Customers are provided with more choices and possibilities.

Its development potential should not be underestimated. With the acceleration of urban construction, LED transparent display screens can be used in glass curtain walls because of their thinness, no need for steel frame structure, easy installation and maintenance, and good permeability. Not only is there no sense of disobedience, but also because of its fashion, beauty, modernity and technological atmosphere, it adds a special aesthetic feeling to urban buildings. With the stricter approval process of outdoor LED advertisements (in some areas, the installation of full-color LED screens for outdoor advertisements has been banned), transparent LED screens have entered the public's field of vision with a new form of installation—indoor installation and outdoor viewing. The brand-new application form, the leading development of technology and the design concept close to the needs of the public make it rise rapidly in a short period of time, and a new blue ocean market has taken shape.

With more and more glass curtain wall designs in recent years, the demand for personalized design is also getting higher and higher, the restrictions of conventional outdoor advertising screens are increasing, and the standardized features of products will not be able to meet the diversified needs of the market. LED transparent screens The characteristics will fill the deficiency of conventional display screens, and even replace conventional outdoor advertising screens in the curtain wall design industry. In addition, at present, most of the LED transparent screens are customized, which are mainly used to assist customers to complete a certain engineering application project or stage rental application, so that customers' various ideas of differentiation and customization can be realized. In the future, as transparent LED screens can be mass-produced, the development space will be very large, and its display technology will be further improved.

According to statistics, the total area of ​​China's modern glass curtain walls has exceeded 70 million square meters, mainly concentrated in urban areas. Such a huge stock of glass curtain walls is a huge potential market for outdoor media advertising. The advertising value of this market has not yet reached Being fully developed, in the case of increasingly exhausted urban outdoor advertising resources, the glass curtain wall will be a new blue ocean field in the LED transparent screen application market. The scope of this field is very wide, such as urban landmark buildings, municipal buildings, airports, automobile 4S stores, hotels, banks, chain stores and other glass curtain wall buildings with advertising commercial value. The transparent screen manufacturing enterprises represented by Lianhe Huiye have achieved good performance in the past year, and their representative engineering cases have spread all over the world.

The rise of the transparent screen field has also driven the development of the entire industry. According to incomplete statistics, more than 30 domestic companies have set foot in the transparent screen field. The annual "price increase" turmoil really tests the affordability of traditional LED full-color screen manufacturers. Traditional LED full-color screen companies that have always been accustomed to price cuts are a little embarrassed in this wave of price increases. Although they have the urge to follow suit, more display companies are in a dilemma when faced with an unreliable market and peer competition.

At the same time, in sharp contrast to the prosperity of small-pitch LEDs and transparent screens, the traditional LED full-color screens are no longer in the limelight. Due to the continuous price reduction of LED devices in 2015, LED full-color screens also continued to slump in the homogeneous price war. The outdoor display market, which used to account for nearly 60% of the LED full-color screen market, is not in strong demand due to the introduction of restrictive measures in various places.

In the middle of the year, the closure of some outdoor advertising companies represented by Champs Elysees Media also brought a lot of pressure on traditional LED display companies to expand the outdoor application market. .