The battle against LED screens has come quietly


The LED screen battle has come quietly. At the beginning of 2017, the LED screen industry has been filled with a strong smell of gunpowder. As the LED screen giants have successively landed in the capital market, for the LED screen companies that originally occupied the capital market advantage, the LED screen The industry's breakout battle has entered deep water. On February 20, Philips announced that it will participate in the Smart City Exhibition held in Taiwan, China from February 21 to 24 this year, and provide countries with a foundation for strengthening the development of smart cities through new smart screen solutions. Feilo Acoustics announced that it will join hands with the Bank of Guiyang to lead the establishment of a 50 billion yuan smart city industry fund.

On February 23, the NVC LED Screen Division announced that it will join hands with to launch the "Dongdong" brand. The above-mentioned strategic cooperation is referred to as "Thunder Project" in the industry. "Dongdong" utilizes the "crowdfunding" capital operation mode, and develops with the core of three aspects: content IP, intelligent hardware, and cloud data analysis, and discovers new business opportunities through the analysis of user portraits, user needs, consumption upgrades, and industry trends.

The series of actions of NVC Screen after the spring of this year also highlights that the breakthrough of LED screen companies is already on the line. And this battle will slowly shift from the entire industry to the top ten companies with market share. Almost at the same time, NVC signed a strategic cooperation agreement with Shaohaihui and jointly initiated by Haier Home Furnishing and other enterprises, announcing its official entry into the smart home ecosystem.

Prior to this, NVC has completed a strategic cooperation contract with the Chinese Academy of Sciences to build a smart city, attempting to deploy outdoor urban LED screens. Intelligence becomes a must-choice path for breakthrough According to NVC’s 2016 interim performance announcement released in August last year, the current profit attributable to the owners of the parent company in the first half of the year reached RMB 82.14 million, compared with RMB 17.073 million in the same period last year , so it increased by 381.1% year-on-year, and the amount of this profit also reached the highest level in nearly four years. The transformation to smart screens is the development trend of the entire screen industry. Although the prospects are broad, it is not yet mature. For NVC, it will face how to expand the talent pool from cloud services and the Internet of Things, and how to avoid fragmentation in cross-border cooperation between enterprises. risks etc.

Although NVC's current performance has gradually stepped out of the quagmire of the "Wu King Controversy", its impact on the company is difficult to erase in the short term. The NVC screen that has returned to the market trajectory will also face greater competitive pressure. At the same time, Dehao Runda also needs to solve the current difficult equity issues.

On February 15, the auction of 130 million shares of Dehao Runda held by Wu Changjiang, the founder of NVC LED Screen, ended, and the results showed that no one participated in the auction. Part of the personal equity assets held by Wu Changjiang will be auctioned by the Zhuhai Intermediate People's Court to repay the debts he owes. The 130 million restricted shares of Dehao Runda (002005) held by Wu Changjiang will be divided into two auction targets, priced at 6 yuan per share, with starting prices of 433 million yuan and 347 million yuan respectively, totaling 780 million yuan.

Of course, there will be more innovations in the future, combined with a variety of building materials. For example, the combination of outdoor landscape lighting LED screens and all building materials and various materials has brought many changes to the entire landscape lighting architectural screen and decorative design. In the future, there will be more and better opportunities for indoor furniture and so on.

If someone acquires these two lots at the same time, he will replace Wu Changjiang and become the second largest shareholder of the A-share listed company Dehao Runda. "After all, the price in the secondary market is still lower than the auction price. As for whether the company's actual controller and chairman Wang Donglei will take over this part of the shares.

The staff of Dehao Runda Company said that the company has not received any news in this regard. There are many difficulties ahead. From the perspective of the current LED screen industry, there are three directions for future LED intelligence: the first is LED and other smart devices The integration of smart medical care, security, new energy vehicles, etc.; the second is the technological innovation of LED's own intelligent control, such as the integration of traditional switches, APP control, voice and artificial intelligence technology; the third is the integration of LED and new The combination of materials. According to Guan Yong, general manager of Sunshine Screen (600261), the revolution of LED screen technology has just reached the middle stage of development, and the new wave of Internet of Things technology revolution will collide with the development of the screen industry to create new opportunities.

On the one hand, since last year, the demand for LED dimming, color adjustment temperature, and color adjustment has been activated, bringing about the second upgrade and replacement of screen products. If your lamp cannot be adjusted in temperature and temperature, your lamp will not be sold. Three years ago, the fluorescent lamps were replaced with LED screens, but when all the screens were turned into LEDs, there was a chance for a second upgrade, which requires our screen people to dig out.

Secondly, the screen + sensor + control brings a secondary upgrade and replacement of hardware. Many companies are doing it, but the problem is that there is no scenario, and they are all single products. Without scenario, there will be no sense of experience dependence, and it will not have a real take-off of demand. But this is our opportunity, and in the long run we are still worth looking forward to.

However, there are many difficulties in this, and the technology is very complicated. As a result, even if the technology appears, there is no way to communicate with each other, which affects the universality of use; the light control itself has not yet formed a rigid demand in the market; LED light sources and screens are digital products. LED needs to play a future opportunity. Lin Jiliang, executive general manager, said at the 2016 Gaogong LED Annual Conference that in the past few years, the development stage of LED screens was more in the stages of Retrofit (traditional screen replacement) and Integrated (screen). led screen, these two are the current mainstream market. .

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