LED large screen manufacturers should have a sustainable development path


LED large screens have developed rapidly in recent years. According to statistics, China's LED large screen production capacity accounts for more than 70% of the world's share. Due to the rapid development of the industry in recent years, the upstream and supporting enterprises of LED large screens have also grown rapidly. It has cultivated a large number of benchmarking enterprises in chips, packaging, IC packaging, power supply and control systems. This is the case in all industries, whichever industry is profitable, they are rushing to enter that industry. At present, the LED large screen industry is over-competitive, and LED large screen companies with innovative capabilities must be needed to go longer. In the past few years of "price war" and "fighting" in the LED large screen industry, major LED large screen companies have used the bottomed product prices to seize market share and set off waves of low prices in the industry. The marketing methods have caused the entire LED industry to be devastated, and it has also made all the LED large screen people who survive on low prices miserable.

However, recently, LED large screen companies in the industry have embarked on the road of transformation, abandoning the previous marketing concept of winning by price, and shifting the battlefield to the high-end display field according to the new trend of current industry development. The era of personalization is coming and the high-end display market has become a new outlet. It is said that only by strategizing can we gain a foothold in the new market. Only by understanding the market well can we pave the way for the transformation of the enterprise. In this era of showing self-individuality, special customized products and services can win the favor of the market more quickly. LED large screens of various shapes rely on vivid, rich, dazzling and diverse, intelligent display effects, plus The very eye-catching shape is favored by major customers and has become a new outlet for the development of the industry in the new era.

In addition, as my country's LED display technology becomes increasingly mature, LED display systems, as important display terminals of information systems, are increasingly playing an important role in urban construction, smart security, video conferencing, aerospace, high-end commercial display and other fields. , by the major high-end display market of all ages. In particular, the small-pitch LED large screen has become a dark horse in the modernization process of our country, ushering in another spring of development for the market. At the same time, with the continuous growth of my country's foreign trade market, both the export situation and the national export policy have brought excellent conditions for Chinese LED large screen companies to "go global".

In the face of a huge overseas market, China, as a major producer of LED large screens, has unique advantages in undertaking international high-end projects, bringing huge development opportunities for LED large screen companies. With the continuous upgrading of China's consumption structure, consumption habits have undergone tremendous changes, and traditional homogeneous products can no longer meet the needs of consumers. Today, when the homogenization of the LED large screen industry is serious and corporate profits are compressed, LED large screen manufacturers have also begun to realize that the market demand no longer needs to be "follow the rules" and many users are no longer satisfied with the same batch products in the past. Production.

Different customers from all walks of life and various industries have diversified selection needs, and customers have also begun to put forward more stringent requirements for products. They can no longer only "passively" choose "assembly line" products directly provided by LED large screen manufacturers as in the past. LED large screen people know very well that the vicious competition under the "price war" is by no means the market model that the LED large screen industry should have. More and more enterprises are beginning to be rational and calm, and bring a suitable sustainable development route for enterprises with a more sensible vision. "Price war" accelerates the reshuffle of the industry. Enterprises urgently need to transform. Many companies say that in the economic competition of the LED large screen market, they are "forced" to enter the smoke of "price war", especially small and medium-sized enterprises without brand effect. Under the dual system of strength and scale, they cannot compete directly with the giants in the industry. They can only seek survival in the gap between profits by lowering product prices and continuously creating product price advantages.

However, since ancient times, quality and low price cannot have both. The ultimate goal of enterprises is to make money. Under the premise of lower prices, in order to strive for greater profit margins, most enterprises choose the marketing policy of "emphasizing price and ignoring quality". Pay more attention to cost control in the production process, while abandoning product quality and innovation. Over time, the LED large screen industry is all standardized and standardized production. Not only is the phenomenon of homogeneity becoming more and more serious, resulting in a large number of inferior products flowing into the terminal market, but also overdrafting consumers' trust in products, allowing customers to talk about "screen" Discoloration. Undoubtedly, this "price war" not only intensified the vicious competition in the industry, but also strengthened the concentration of the LED large screen industry.

In the market competition, some companies that do not have a deep analysis of their own capital chains have broken their capital chains in the process of "price wars". The companies are overwhelmed and have to choose to close down; there are also some companies that lack independent intellectual property rights and core competitiveness. For enterprises, fighting a "price war" is equivalent to quenching thirst with poison, which may solve the problem in the short term, but in the long run, it will undoubtedly hit the innovation consciousness and subjective initiative of the enterprise, and accelerate the speed of industry reshuffle. As the saying goes: "Time is the only criterion for testing the truth". After several years of market testing, many negative effects brought about by the "price war" have gradually emerged. The terminal market no longer blindly pursues low prices for products, but begins to call for product quality. return. At the same time, with the continuous maturity of technology and market system, the demand for high-end display applications including cinemas and security monitoring is increasing, and more diversified and personalized production requirements are put forward for LED large screen manufacturers.

The growth of the market has reversely stimulated the sound development of the LED large screen industry. Major companies have begun to jump out of the quagmire of product "price wars" and shift their targets to the field of customized high-end displays, and they have specifically tapped the high-profit application market. .

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