The industry is picking up, over 80% of LED companies' performance is expected to be happy
The demand for the LED display market in 2014 will continue to grow compared to previous years, but the price war is difficult to escape "fate", enterprises will face a more cruel knockout, and finally this industry will also "leftovers" ; Is king. With the survival of the fittest in market competition, the PK of LED display companies will not always stay on the price, but will combine the comprehensive strength of software and hardware.
In the display market in the first half of 2014, small-pitch high-definition large screens are undoubtedly the mainstream of the market. Several large-scale backbone enterprises in the industry are seizing this blue ocean market in real time. For a long time, an important reason why LED displays cannot compete with commercial large-screen products represented by liquid crystals is the gap in display effect. With the introduction of high-density and small-pitch LED products, this shortcoming has been made up to a large extent. It is precisely because of this that the LED display has begun to have high-profile confidence.
Although the camp of manufacturers involved in small-pitch LED displays is growing rapidly, and product upgrades are accelerating, the market scale is still very limited from the application level. It is foreseeable that after the production scale reaches a certain level, the expansion of the application market will become the highlight of the industry's development. So, where are the potential application markets for this industry that is favored by many companies?
Target positioning indoor large-screen commercial display
At the beginning of its birth, the small-pitch LED display has been regarded by traditional LED companies as a magic weapon to break the limitations of outdoor LED display applications, looking forward to a share of the indoor commercial display market that has never been involved but has a broad market prospect. It is undeniable that compared with the traditional indoor large-screen splicing, the small-pitch LED display does have certain advantages, (for example, compared with the LCD splicing screen, it has an unparalleled seamless advantage; compared with the DLP splicing screen , Its application form is more flexible, and it can be equipped with trendy technologies such as touch, glasses-free 3D, 4K, etc. according to application requirements), but as an emerging technology, small-pitch LED displays also have certain shortcomings, (such as , Can not compete with the cost advantage of LCD splicing, still can not match the DLP splicing screen in terms of the fineness of the picture, and there are also high cost issues). This coexistence of advantages and disadvantages is destined to have both opportunities and challenges for the application of small-pitch LED indoor commercial display applications.
In the indoor large-screen commercial display market, the application of LCD splicing and DLP splicing has been very mature, covering the mid-to-high end. Therefore, for the "fringe" small-pitch LED display, there is only a blank market , But there are almost no blank applications. If you want to gain market share, you can only "take food from the tiger's mouth" and directly confront the LCD splicing and DLP splicing. The difficulty is obvious.
enters the civilian market, high-end TV display
“Don’t put eggs in the same basket”, this is obviously the voice of traditional LED display companies when they expand the small-pitch LED application market. Therefore, although it is an indoor application, while working hard for commercial applications, They have not neglected the civilian market, which has a wide audience. However, in actual operation, they have different opinions —— there are active actors and wait-and-sees with reservations.
supporters, such as Leyard, made it clear that the company plans to gradually introduce small-pitch LED TVs to the high-end civilian market in the fourth quarter of this year, and Unilumin Technology, which is also a traditional LED display company, holds that Reserving attitude, believe that at this stage, the cost of small-pitch LED TVs is too high, and there are shortcomings such as not suitable for long-term viewing, and it is not completely certain to enter the civilian market.
From the different attitudes of manufacturers, it is not difficult to find that the entry of small-pitch LED TVs into the civilian market is still in the testing stage—— whether there is a scale or a market, its future development is still a big question mark.
Cost is the biggest obstacle to the popularization of small-pitch LEDs
The above analysis is not difficult to see that whether it is in the commercial display field or in the civilian market, the entanglement of the popularization of small-pitch LED displays has returned to high costs. This is also an unavoidable problem in current small-pitch LED applications. For example, Vitron, which has taken small pitch as the company’s emerging business and has exited a number of small pitch LED products, made it clear that before the current LED process technology has no major innovations, no matter how small the pitch, such as P1.2, the commercial cost If it is too high, users still cannot afford it, and the actual development value is open to question. This obviously runs counter to the application philosophy of the terminal market that pursues the ultimate display effect.
In any industry, as the technology matures and the manufacturer camp continues to grow, there will be economies of scale, which will lead to continuous cost reductions. In the small-pitch LED industry, naturally, there is no exception. Among the components of the small-pitch LED display, the cost of lamp beads accounts for 60% to 80%, and the growing order of small-pitch LED displays will reduce the cost of lamp beads due to the scale effect, thereby driving the small-pitch LED display Reduction of the cost of the screen. Based on this, the projection era.com believes that in the popularization and promotion of small-pitch LED displays, high cost will not be a permanent obstacle. From a long-term development perspective, the application scale of small-pitch LEDs is even related to the application cost. Complementing each other, when the two reach a balanced state, small-pitch LEDs will usher in a real explosive period of application.
The development of small-pitch products requires a process of upgrading. It is impossible for the market to suddenly change to the small-pitch era. The demand for high-end displays in Europe, the United States and Japan is very large, but the demand is weaker than in some parts of Southeast Asia. Chuangxian provides a variety of product series and platforms to "prescribe the right medicine", that is, to match the product types belonging to this market according to different market demand platforms.