LED display enterprises how to break through the low siege

Today, the domestic LED display industry mergers and acquisitions and mergers and acquisitions continue to intensify, the industry's big rival, the market structure further. At the same time, the domestic macroeconomic weakness led to more intense competition in the industry.

In order to compete for market share, the price of each enterprise. Standardized LED display as the price of the vanguard, but still can not be achieved due to homogenization of substantial profits. For a time, innovative products to become a new profit growth point, technological innovation, the difference between the channels to become the highlight of the tight encirclement of enterprises to win the road.

Homogenization serious, low profit conventional products

In recent years, under the stimulation of the policy, the LED display industry has developed rapidly, and has formed a certain market scale. With the substantial increase in productivity, coupled with the early expansion of some enterprises blindly optimistic, overcapacity problems began to appear in the LED display industry.

Especially this year, due to a slowdown in economic growth, the market environment changes, the government used to screen the volume decline, a lot of outdoor lighting engineering, display engineering drastically reduced, excess capacity is more prominent.

Beijing tramy road landscape design agency founder Wang Tianrui said, now the LED display market demand is growing exponentially, but it can not meet the enterprise LED display several times or dozens of times demand.

Once the industry is facing overcapacity, the first thought is the price promotions. Large enterprises once the price cuts, many small and medium enterprises have to be forced to challenge, then the Domino effect broke out, spread across the LED industry, the price war inevitably occurred. Currently, the industry's price reduction products are mostly ordinary LED display, which led to a direct decline in corporate profits.

2006-2008, LED display can reach up to 30%-50%. But in the past two years, the highest profit in the terminal display project remained at 10%-15%. Channels to maintain 8%-10%, but some of the profits are not 5%.

In order to cope with the fierce market competition and reduce production costs, LED display industry to produce the same product enterprises are increasing, the appearance of the product, the structure is almost the same, low gold content. Many enterprises lack of innovation, the product can not reflect the difference between the market homogenization products get together.

The reason why the homogenization of the display industry is serious, the main reason is the high degree of differentiation of the display industry. LED display manufacturers only need to purchase from the supplier control system, circuit board, frame structure, equipment and other parts, and then can be assembled.

In the context of excess capacity, homogenization of products finally had to deal with the way the price cut. Obviously, some enterprises into a vicious circle of overcapacity, homogenization and price competition.

Currently, the price is the most homogeneous and homogeneous LED outdoor display. In this regard, the industry said Zhang Qiang, conventional and standard products for three consecutive years did not grow, the growth of the market in the wholesale market or 20%-30% screen and small spacing products.

Creative display as a new profit growth point

The development of the industry to a certain stage, the mainstream products once formed, homogenization will become increasingly prominent, the conventional product market is relatively mature in the "Red Sea" competition, price competition is intense, but innovative products become a new profit growth point.

Go, whether it is technology, product or market, business model needs continuous innovation. As people's living standards are getting higher and higher, the demand for a variety of personality and creativity is also more intense, especially in the new generation of home market. LED creative display as a result of the unique display and differentiated forms of expression, as an important tool for promotion and cultural and creative display.

At the same time, in recent years, government projects, commercial real estate projects increased significantly. In order to improve the added value and commercial value of commercial real estate projects, urban building complex and landmark buildings, LED creative display is widely used in order to attract the audience and enhance the value. As a result, commercial real estate has become a new application market LED creative display.

Based on the above needs, customers can see the display of different shapes of LED display. In the city and the major sports arena, arc, semi arc, diamond, spherical and other LED display products have come to the fore.

LED creative display is mainly the comprehensive application of LED display shape change or creative thinking to the LED display, combined with the architecture and landscape features, the combination of technology and art culture, to create the best visual effects.

Due to the different forms of architecture and landscape, LED creative display in creative thinking, team composition, material use, structural design, construction and maintenance and other aspects of the conventional display are not the same.

Apexls deputy general manager Xia Zhiqing said: "the enterprises not only need to have LED display the core technology, but also have rich artistic structure, mechanical technology and experience, from program design, product design, installation to customer service must have professional talents, and through many failures summed up the successful experience of production. "

Vice chairman, China optics Optoelectronics Industry Association LED display applications branch chairman Guan Jizhen said: "our LED shaped screen technology continues to improve, in some aspects of leading international, foreign sales optimistic about the market, every year about 4 billion yuan