For the traditional LED display manufacturers, the entry into the small-pitch led display is the inevitable development of its differentiation. Facing the increasingly homogenization phenomenon and the hot price of the industry, the high technical threshold and high profit margin are undoubtedly It is a weapon to get rid of difficulties. For them, the leading edge of small-pitch LED technology will greatly enhance its industry status. At the same time, the high technical threshold directly leads to “thinness is rareâ€, and higher profits allow enterprises to The “Red Seaâ€, which has shaken off the price war of traditional products, has opened up a brand new “blue seaâ€. It is precisely because of this, the traditional led display manufacturers are very persistent for small-pitch led, and unusually high-profile, has become the main driving force for small-pitch led products.
In stark contrast, the traditional dlp manufacturers have paid close attention to small-pitch LED products, and even have begun to invest heavily, but they have quietly carried out, quite a "muffled voice". The reason for this is that dlp manufacturers are more defensive in the small-pitch led market. Small-pitch LED products should enter the indoor application market, and the current mainstream LCD splicing wall and dlp splicing wall are undoubtedly the key targets of its "revolution". For example, the small-pitch led product promoters represented by Eliad and Lianjian Optoelectronics have clearly stated that in some application fields, the small-pitch LED display has a certain substitute for the traditional LCD splicing wall and dlp splicing wall. Sex, ambition is self-evident. Compared with the generalized market for LCD splicing products, the dlp splicing wall that has been squeezed in the niche market is undoubtedly under greater pressure.
"If you can't stop, try to hug", this is the truth that dlp manufacturers get in the hard battle with LCD splicing manufacturers. Therefore, in order to avoid losing the opportunity in the LCD field, the repressed tragedy will happen again, dlp splicing industry The giants chose to “be first to be strong†and began to get involved when the small-pitch led products showed signs, striving to stand at the forefront of this emerging field and master more discourse power as much as possible. However, in view of the current stage of dlp splicing products is still the main profit point, and small-pitch led is still only an attempt, too high-profile propaganda is obviously a kind of suppression of their own dlp main business, therefore, dlp manufacturers have chosen the paradox Silence. This is just the instinct of maximizing the interests of the company. It is not static. If the limelight of the small-pitch LED products can cover the dlp splicing products in the future, then the collective outbreak of these enterprises will not be ruled out.
In fact, the small-pitch LED market does have such potential, and 2014 may be the watershed. Relevant institutions predict that the entire high-density display is expected to reach a market increase of 2 billion in 2014. At present, the small-pitch LED display has begun to enter the high-profile position of TV, high-end conference rooms, high-end consumer products, simulation and other dlp splicing products, and has achieved certain results. All along, dlp splicing products can become the hegemon of these application fields, relying on “zero seamsâ€, nowadays, small-pitch LED products compete with “no seamsâ€, it can be said that it has endangered its survival. However, unlike the impact of LCD splicing products, because dlp manufacturers have long been prepared, it will only be the dlp splicing products themselves, and the dlp manufacturers are faced with the choice of transformation. The current contradiction between "low-key" and "high attention" may be the true portrayal of the tough period in transition.
In the face of the small-pitch LED market, LCD splicing manufacturers and dlp manufacturers have the contradiction between “right and left handsâ€. Does this mean that traditional led manufacturers can be fearless? The answer is of course no. Compared with the traditional LED display products, the small-pitch LED products are undoubtedly many advantages, especially the qualification of indoor applications. It is precisely because of this that the small-pitch LED products are regarded by many LED manufacturers as "oily fat". However, the maturity of any technology requires time and money. The small-pitch LED technology that is still in the early stage of development is no exception. The application prospects are still unclear. The huge investment is in front of us, but the result is that Have a return."
Small pitch products will be pressed into indoor applications
At the beginning of the birth, small-pitch LED products will be pressed into indoor applications. However, for such an emerging technology, it is not easy to get high recognition from industry users, especially the “Jade Jade in LCD splicing and dlp splicing productsâ€. "Before", the first thing to do is to improve itself, and the most urgent solution to be solved is the control of brightness. Since the focus is mainly on outdoor applications, the brightness of the conventional led display is naturally higher, and the indoor application is different, and the brightness is controlled within a certain range, otherwise the viewer's eyes will be damaged. Related studies have found that the brightness range of the led display should be controlled at 100 cd/m2-300 cd/m2 during indoor applications, which is the best range to ensure the comfort of the human eye. This means that the small-pitch led display wants to enter the indoor market, and the brightness will drop.
Although the brightness of the led display is not difficult, but it is not easy to reduce the gray level, because the gray level of the traditional led display will decrease with the decrease of brightness, which will seriously affect the display. effect. That is to say, a small-pitch LED product that can be successfully applied indoors has the characteristics of low brightness and high gray level. For the moment, this technology improvement is absolutely "high-precision", for manufacturers. The technical strength and financial strength have raised higher demand. This means that the small-pitch led is not a "popular dish", manufacturers must consider their own strength before entering the market, otherwise it is easy to lose the wife and the soldiers.
The so-called "wool is on the sheep", the high cost of research and development of small-pitch LED products, manufacturers will eventually find back from the user, which directly creates the "local" price of such products, and reflects to the user group, naturally "Local tyrants" exclusive, the huge "poor money" user group, will still be a loyal fan of LCD, dlp splicing wall, which is difficult to change in a short time. Apparently, the small-pitch LED products with huge market space are not broad in the application market, and there is a clear difference between the market and the traditional LED display.
Led display seeks "upper position", small spacing is the core
For the traditional led manufacturers, in order to get a piece of the small-pitch led market, not only must the technology be too good, but also to adjust their own marketing model and channel layout, obviously, this is not a small fight, for the enterprise Execution and innovation are no small challenges. Therefore, in essence, the promotion of small-pitch LED is not only a technical upgrade, but a manufacturer's innovation on the overall market layout. The risk factor is not small. The water testing manufacturer must think twice before proceeding. Lost eyes.
In order to highlight the difference in small-pitch led, some of the main push manufacturers have made the indoor application that cannot be touched by the traditional led display as the focus of publicity. It is also under the guidance of this paradox that they enter the indoor market and erode the dlp splicing screen and LCD. The traditional strong market for splicing screens seems to be the only sign of successful application of small-pitch LED products, ignoring the inherent advantages of its application in the outdoor market and the enormous value to be developed.
Of course, the reason for this bias is that a large part of the reason is that the LED display has encountered a bottleneck in the traditional outdoor application market. As people's complaints about led screen pollution continue to increase, many public display LED display management specifications, large-screen outdoor installation approval is more and more difficult, in the traditional outdoor application market, led display has been difficult to have A major breakthrough. When the extensive operation is not enough to promote the continuous development of the industry, the refinement of operations has become the only choice, and the rise of the small-pitch led display is an excellent opportunity, digital signage application is one of them.
The development of technology and the increasing awareness of the market have made digital signage outdoor applications a trend, and the market scale has expanded rapidly.
Relevant agencies predict that by 2015, the transaction volume of outdoor digital advertising is expected to reach 3.4 billion US dollars. The huge growth space has become the driving force behind the strong investment of manufacturers. Compared with the indoor environment, the outdoor environment is more complicated, which puts higher requirements on the display terminal of the digital signage. Among them, the clear visibility in the sunlight is the primary premise, and at this level, the led display has a natural advantage— - It has strong illumination and supports automatic brightness adjustment. The display content is still clear when the sunlight is directly on the screen surface within the visible distance.
Compared with the dlp splicing product, the LCD screen is trying to "highlight". The LED display is undoubtedly winning at the starting line, and the introduction of the small-pitch LED display is even more icing on the cake. The introduction of the small-pitch LED display not only makes up for the short board of the traditional LED display, but also integrates with the trend factors such as touch, naked eye 3d, cloud computing, etc., further catering to the application requirements of the digital signage display terminal.
In addition to the traditional digital signage display terminal application, led advertising machine is another mode of LED display in the field of digital signage. With the inherent advantages of the led display, the LED advertising machine should be represented by the traditional lcd advertising machine in terms of coverage and display effect, which is more in line with the application requirements of outdoor advertising machines.
For the time being, the market share of LED display in the traditional outdoor application market has maintained a growth trend. However, due to the reduction of the quality installation location, the growth momentum is not due to the increase in the number of screens, but the increase in the value of the original installation screen. There is a high degree of similarity with the fundamental appeal of digital signage applications, which can be said to be "like-minded."
Some insiders believe that at the beginning of the birth, small-pitch LED products will lock indoor large-screen applications as the main goal, which means that the development of imperfect small-pitch LED products and already mature LCD splicing screens The dlp splicing screen is confrontational, and the courage is certainly commendable, but the process must be difficult, and the effect may not be obvious in the short term. In this case, it is undoubtedly a lot easier to start with the outdoor digital signage market with inherent advantages. Taking into account the real interests and future development, outdoor digital signage applications will become the best test venue for small-area leds.
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