The small-pitch LED screen market, from 2014 to 2016, has experienced a process similar to a roller coaster downhill. More than double the growth rate in 14 years, and now it is reduced to less than 40%. Although the industry is still growing, it is not difficult to find that investors, consumers and potential vendors are no longer "crazy" on the topic of small-pitch LED screens. Technology is still in the bottleneck breakout is brewing According to analysis and observation, from the end of 2015, market resources have gradually concentrated on leading brands in the industry, and investment and consumption have begun to become more rational. The growth rate of big brands such as Zhou Ming and Liard has slowed down by a factor of five. After the big name, there were about 10 rookie brands, showing potential in terms of technical strength and sales scale. There are more than 30 brands participating in the market. At this stage, the situation that the tyrants are not out and the princes are starting up, of course, the first reason is that the profit in the small-pitch LED screen market is extremely high. Compared to traditional large-pitch LED screens, the small pitch achieved a profit of more than 2 times the large pitch in 2014. Such a generous return has made manufacturers have to look at it. So it is not difficult to understand that many companies participated in this situation in 2015. In addition, the market for large-pitch screens continues to be sluggish, giving a huge space for small spaces. Outdoor advertising has always been a world of large distances. However, with the development of the times, customers are increasingly diversified in demand for screens. Stylistic activities, information construction of various units, and the Internet are all demanding screens and supplies that can meet their needs. market. The large distance has already gradually drifted away from the needs of the vast number of consumers. Of course, the most critical determinant is because the threshold of small-pitch LED technology is not high. Although this technology is quite difficult to go to the high end, the dot pitch of 1mm or more below 2mm is not beyond the reach of our domestic manufacturers. The technical strength of many manufacturers can guarantee the stability of quality, output and price. In fact, considering the price/performance ratio, the domestic consumer group demand has not yet reached this field of 0.6mm dot pitch. Therefore, before the arrival of higher-level technical standards, big-name and rookie can coexist at this stage, marketing methods, propaganda methods and channel advantages, etc., everyone should be as good as possible. But once this bottleneck is broken, it is very possible to master the core technology advantages and transform it into a brand with stable production capacity. At that time, industry reshuffle is inevitable. Based on the above, although the industry market as a whole is still growing rapidly, the industry's big brands have got what they deserve, and their status is difficult to shake. The rookie brand takes up the remaining market space and survives with pure market growth. The increments will change and the manufacturers' strategies should change. The future technical direction of small-pitch LED screens must be “micro-pitchâ€, stick to and perfect the current, or accumulate technology to map the future? Any brand should make its own breakthrough decision. Breakthrough direction 1: technical accumulation Taking Apple as an example, the core technology parts of Apple's products, which have been launched today, have been developed at least five years before the launch. The next scientific research result is to continuously polish the technology. And improve the production system with it. In other words, if Apple is willing to take the "black technology" it is currently developing for everyone to see, everyone will be stunned. The product is a result of a combination of many factors, so it must be constrained by various factors and has to compromise, the same is true for small-pitch LED screens. At present, the mainstream of the small-pitch market in China is still between 1.2mm-2mm. Smaller spacing leads to better visual perception and technical cost constraints, but this constraint is ultimately broken by the rising visual needs of consumers. In simple terms, smaller dot pitches and cheaper costs are the general trend. So, how to reduce the cost of smaller spacing? How to ensure the quality of smaller spacing is stable? Or how to improve the experience of the existing spacing? How to convert the capacity of the existing spacing into a smaller spacing capacity? Answering these questions well, the manufacturers have their own way to break through. Breaking direction 2: Householdization In general, the bottleneck in the home small-pitch LED screen market is not in product performance. For example, 0.6-pitch products are enough to compete with mainstream LCD TVs, projection displays, etc. for resolution levels. However, the household market is a very demanding market, which is extremely sensitive to the price of the product, requires a lot of product diversity, and at the same time requires extremely high reliability of the product. However, there are not many cases in which products in the home sector have been successful. Throughout the big names such as Sony, Canon, and Konka, there has been a lot of gains in this field. The reason for its success excludes the propaganda factor, and the rest is the real "brand". For the in-depth understanding of household products, consider the specific requirements of individual users after refinement, the solutions for the integration of customer needs, and the establishment of product lines for diversified needs. Therefore, for domestic small-pitch LED manufacturers, it is not a road to Tongtai to enter the direction of householdization and establish its own brand of reputation. However, considering the customary single-customized thinking of domestic manufacturers, the direction of household products is still better. Conclusion: At present, the industry of small-pitch LED screens is forming certain patterns. It seems that the growth is leaps and bounds, but in reality, the tide is surging, and every brand is brewing changes. There is a lot of uncertainty in this market, including the structure of market participants, the growth structure of the market and the changes in the upstream market. Manufacturers, engineers and integrators need to be actively and cautiously grasped.
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