In 2014, the demand for LED display market will continue to grow compared to previous years, but the price war is difficult to escape the "fate", enterprises will face a more brutal knockout, and finally the industry will be "leftover" for the king. With the survival of the fittest in the market competition, LED display enterprises PK will not stay in the price, but combined with the comprehensive strength of software and hardware.

In the display market in the first half of 2014, small spacing HD large screen is 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 effects. With the introduction of high-density small-pitch LED products, this short board has been largely compensated. It is precisely because of this, the LED display began to have a high-profile confidence.

Although the small pitch LED display manufacturers involved in the camp is growing rapidly, product upgrades are accelerating, but from the application level, the market size is still very limited. It is foreseeable that after the production scale reaches a certain level, the expansion of the application market will become the highlight of the development of the industry. So, where are the potential application markets for this industry, which is favored by many enterprises?

Target positioning indoor large-screen commercial display

At the beginning of its birth, the small-pitch LED display was regarded by traditional LED companies as a magic weapon to break the limitations of LED display outdoor applications, looking forward to getting 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 screen does have certain advantages (for example, compared with the LCD splicing screen, it has incomparable seamless advantages; Compared with DLP splicing screen, its application form is more flexible, and it can carry touch, naked eye 3D, 4K and other trendy technologies according to application requirements). However, as an emerging technology, small pitch LED display also has a certain short board, (for example, can not compete with the cost advantage of LCD splicing, in the degree of fineness of the picture is still not comparable to DLP splicing screen, but also there is a high cost problem). This situation of coexistence of advantages and disadvantages, doomed small spacing LED indoor commercial display application road is opportunities and challenges coexist.

In the indoor large-screen commercial display market, the application of liquid crystal splicing and DLP splicing has been very mature, covering the middle and high end in an all-round way. Therefore, for the "fledgling" small-pitch LED display, there is only a blank market, but there is almost no blank application. If you want to gain market share, you can only "take food from the tiger" and directly confront liquid crystal splicing and DLP splicing. The difficulty is obvious.

Enter 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 expanding the small-pitch LED application market. Therefore, although it is an indoor application, while developing commercial applications, they have a wide audience. The civilian market has not been ignored, but in actual operation, it is different opinions-there are active actors, and there are also observers with reservations.

Those who support it, such as Liad, have made it clear that the company plans to gradually promote small-pitch LED TVs to the high-end civilian market in the fourth quarter of this year, while Zhouming Technology, which is also a traditional LED display company, has reservations about this. At this stage, the cost of small-pitch LED TVs is too high, and there are shortcomings such as being unsuitable for long-term viewing, and entering the civilian market is still uncertain.

From the different attitudes of manufacturers, it is not difficult to find that small-pitch LED TVs entering the civilian market are still in the trial stage-there is no market for scale, 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, whether it is in the field of commercial display or in the civilian market, the tangle of the popularity of small-pitch LED displays has returned to high costs. This is also an unavoidable problem in the application of small spacing LED. For example, Weichuang, which has taken small spacing as the company's emerging business and has withdrawn from a number of small spacing LED products, has made it clear that before the current LED technology has no major innovation, even smaller spacing, such as P1.2, is too expensive for users to bear, and the actual development value remains to be discussed. This is obviously contrary to the application concept of pursuing the ultimate display effect in the terminal market.

In any industry, with the maturity of technology and the continuous growth of the manufacturer camp, there will be economies of scale, which will lead to the continuous reduction of costs. In the small-pitch LED industry, it is naturally no exception. In the component composition of small-pitch LED display screen, the cost of lamp beads accounts for 60% to 80%, and the continuous growth of the order scale of small-pitch LED display screen will reduce the cost of lamp beads due to the scale effect, thus driving down the cost of small-pitch LED display screen. According to this, the projection era network analysis, in the popularization of small spacing LED display, high cost will not be a permanent obstacle, from the perspective of long-term development, the application scale of small spacing LED and even the application cost are complementary. When the two reach a balanced state, small spacing LED will usher in a real application outbreak period.

Summary

The development of small spacing products is the need for a replacement process, the market can not suddenly all replaced to the small spacing era. Europe and the United States and Japan on the high-end display demand is very large, but compared to some parts of Southeast Asia demand is weak. Chuangxian provides a variety of product series and platforms to "suit the remedy to the case", that is, according to different market demand platforms to match the product types belonging to this market.