Analysis of the status quo of the LED full-color screen industry shows that the LED full-color screen industry has become the focus of attention in the entire LED field. Since outdoor and indoor media have no substitute advantages for LED full-color screens at present, and are also being pushed by the country for energy conservation and environmental protection, many investors are keen on it. LED full-color screen industry, but the market is rational competition is inevitable, and the LED full-color screen industry will inevitably move towards the law of survival of the fittest. Recently, the LED full-color screen industry has reappeared in chaos. In order to clarify the status quo of the industry and further understand the most prominent problems in the industry, the author aims at LED full-color screen manufacturers and end users (media companies, outdoor advertisers, system integrators, and stage renters) etc., conducted a special market survey to reflect the market conditions at the forefront of the industry with the most authentic and effective data. Combined with data analysis, the most acute problems and contradictions in the current LED full-color screen industry and their causes are used to "clear the fog" and present a clear picture of the industry for your reference.
1. Quality replaces price, becoming the key to customers' primary purchase. Although most manufacturers in the industry are troubled by the "price war", in fact, the purchaser of full-color LED screens has the least consideration for price. According to market survey data, 77.42% of purchasers are worried about the poor quality of LED full-color screens, 58.06% are tired of the many brands and uneven prices, 51.61% are afraid of poor after-sales service, and 41.94% are worried about too many suppliers. , do not know how to choose. In contrast, price has become the most "irrelevant", and only 16.13% of people worry about spending more "wasted money".
According to the survey data, the sensitivity of users to prices has shown a clear downward trend compared with the past, and they have turned to quality, brand and after-sales as key considerations. In fact, in recent years, safety problems such as fires on LED full-color screens have occurred from time to time, which may even easily cause personal safety problems, making users terrified. In addition, LED full-color screens are expensive and usually require professional maintenance. Once a failure occurs, the cost of repurchasing is too high. Therefore, after-sales maintenance through manufacturers or distributors has become the most economical and convenient choice for customers.
In this way, from the perspective of the buyer, it is not difficult to understand why the three major factors of quality, brand and after-sales become the key points of purchase. However, such a result is still a little "sarcasm": when the LED full-color screen manufacturers in the industry are "making a fuss" on the price while worrying about the profit, the customers have already changed the idea that "price determines everything". Does this also mean that LED full-color screen manufacturers should refocus on products and services in addition to paying attention to price factors? Carrying out production activities at the expense of quality will seriously affect product quality. In the end, "the wool comes from the sheep", and users will only pay for it.
What's more, the profit space of enterprises is compressed, which will also affect a series of basic services such as after-sales, leaving customers with nowhere to turn for help. There is no doubt that when after-sales service troubles customers, their satisfaction and trust in the company and brand will inevitably be greatly reduced. In the long run, it will be harmful to brand building. Therefore, LED full-color screen manufacturers should re-recognize the needs of end users, focus on product quality and after-sales service, and provide users with high-quality and low-cost products and services according to different customer levels and needs .
2. Arrears of payment is "normal", and lack of brand is troublesome. When answering "What problems have you encountered in the construction of the project?" When asked, 83.87% of LED full-color screen manufacturers said that they had encountered "Party A's payment in arrears" In this case, 31% of the respondents believed that "the terminal application company has no brand concept for the product", and 83.87% of the people believed that "the manufacturer's technical service is not in place". 3. Low-price competition is a heart disease, and product homogeneity is the "pushing hand". According to market survey statistics, on the question "What do you think is the biggest difficulty encountered by the LED screen industry at present" (multiple choice questions), 80.65% 70.97% of them chose "low price competition", 70.97% believed that "product market price confusion" was the biggest problem, and another 54.84% believed that "product homogeneity" was the biggest difficulty facing the industry. It is not difficult to see from the above data that low-price competition has become a "stumbling block" for the development of many LED full-color screen manufacturers.
However, "frozen three feet is not a day's cold". The early expansion of the LED full-color screen industry has already formed a "tradition" that emphasizes the market, ignores quality, and ignores differential production, resulting in serious product homogeneity and many market advantages for products. reflected in price. In recent years, LED full-color screen manufacturers have continuously expanded their production capacity to speed up their occupation of the market, but the facts are not what people want, and the market growth rate has slowed down, resulting in a serious backlog of products for many companies. At the same time, the products are highly homogeneous, forcing the industry to cut prices to compete for market share and reduce inventory.
In order to maintain market share, most other companies have to bite the bullet and join the ranks of price cuts even if their profit margins are greatly reduced. In the end, "a single hair will affect the whole body", and a "price war" suddenly broke out in the entire industry. This not only further reduces the profit margin of the enterprise, but also increases its operating pressure. In addition, the reason why end users think that the market price of the LED full-color screen industry is chaotic is that in addition to low-price competition leading to increased price fluctuations, users do not know much about the structure of LED full-color screens, and they do not know that even the same product can be used in different materials. The difference in manufacturing process and product performance will cause huge differences in product quality and price, which is also an important reason.
This requires LED full-color screen manufacturers to increase product promotion, emphasizing the differences and advantages of products and other similar products, so that users can better understand the difference in product quality caused by different manufacturing costs. In fact, in response to this problem, some manufacturers of LED full-color screens have already joined forces with companies such as midstream and upstream control cards to restrict the authority of full-color screens, so that users must pay for the goods on time before they can obtain the unlock code from the seller to use the full-color screen. color screen. Although this approach is full of positive energy, the effect is not very obvious.
On the one hand, Chinese people have become accustomed to the behavior of "taking advantage of loopholes". Even if manufacturers try their best to impose restrictions on the technical level, buyers still try their best to break the restrictions. With the gradual formation of the market, the dominance of buying and selling activities is in the hands of customers. They can easily refuse the manufacturer's request and switch to other brand products, which inevitably poses a hidden "threat" to the manufacturer. In recent years, the problem of payment arrears in the LED full-color screen industry has aroused widespread concern in the industry. End users are in arrears with construction companies, resulting in construction companies only being in arrears with LED full-color screen manufacturers, forming a "triangular debt" phenomenon. Even at the end of last year, some seemingly well-run LED full-color screen manufacturers were dragged down by the "triangular debt", and their funds were poorly operated, so they had to go bankrupt in the end.
With the accelerated integration and upgrading of the LED full-color screen industry, industry problems will inevitably be further intensified, and LED full-color screen manufacturers will also face greater pressure and challenges. At that time, whether it can meet market demand, occupy a certain market share or become the key to the survival of enterprises. From the survey data, it can be seen that if screen companies want to achieve greater development, they can no longer get lost in the fog of prices, but need to make more efforts in product quality, after-sales service and brand building.
In addition, brand issues are also one of the focal points. It is generally believed in the industry that terminal application companies do not have a brand concept for their products. But in fact, most LED full-color screen manufacturers are seriously lacking in brand building, which is also one of the reasons for this phenomenon. For a long time, many companies believe that the circle of LED full-color screens is small, and there is no need to vigorously promote the brand, just do a good job in word-of-mouth construction.
However, as the scale of the LED full-color screen market continues to expand, merchants who have never been exposed to LED full-color screens in the past have begun to consider using such products. However, because LED full-color screen manufacturers are still relatively conservative in brand promotion, the brand awareness of LED full-color screens is generally low. high. This not only restricts the market expansion of excellent brands, but also causes a lot of trouble for merchants to purchase, and even further restricts the LED full-color screen industry's development of the display market. .