Analysis of Current Situation of Traditional LED Display

In recent years, LED displays have sprung up and stormed the beach and outdoor media market. However, with the development of the market and the intensification of competition, the traditional LED display business problems have become increasingly prominent: the business model is too single, and it is difficult to double investment. The operating costs are extremely high. When the customer's resources are insufficient, they make ends meet. The input and output are seriously out of balance. Severe light pollution leads to policy restrictions, and black screen chaos continues to unfold.

Contrary to the splendor of LED large screens, the operational difficulties of Daping Media have become a lingering pain in the hearts of many advertising operators. The once-outdoor outdoor screen, which was once incomparable with the scenery, is now tasteless and a pity. After the rapid development of outdoor LED large screens in just a few years, business problems have become increasingly prominent. How to break through the bottleneck and continue to develop has become the focus of everyone's attention. For this, the reporter told Mr. Luo Ge, who turned the display screen on Jin Danuo. An interview was conducted.

Reporter: On May 1, 2014, Guangzhou issued the “Administrative Measures for the Administration of Outdoor Advertising and Signboard Installation in Guangzhou (Revised)”, which is called the “Limited LED Order”. Shenzhen and Shanghai have also issued regulations one after another, which has limited the outdoor LED display. When it comes to LEDs, we think of green, but the light pollution of LED displays is very serious. Do you have a complete light pollution solution for your company?

Luo: With the continuous development of science and technology, LED display production technology is also constantly upgraded, however, as we are blindly pursuing outdoor high-definition screen highlights, LED display light pollution is also increasing. In fact, for outdoor LED display screens, according to the actual situation, it is necessary to select the sharpness and brightness suitable for the local environment in order to maximize the value of the display screen. It can be well integrated with the urban outdoor environment so that the value of the display screen can be perfectly reflected. .

In order to avoid the impact of light pollution on the environment, we must first conduct a site visit to the surrounding environment around the advertising site. Based on the actual situation, we suggest that customers purchase suitable products to avoid blind pursuit of high-definition pollution on the environment and waste of resources. At the same time, both sides of the display have LED display screen and print ads in two forms of expression, the media owners can be flexible choice of media expression for the changes in the outdoor environment. If cities such as Shenzhen, Guangdong, have restrictions on the time of broadcast, within the time limit, we can use two flat-screen advertisements with both sides of the display screen. We do not miss any advertising schedules, and maximize the profits of each advertising space. At the same time, it also eliminated the impact of black screens on the urban landscape during the ban period.

Reporter: There are several important aspects of outdoor LED display operations, such as rent, electricity and maintenance. It is understood that LED display consumes a lot of power, and the maintenance costs are also very high. Solve these problems and create higher profits for operators?

Luo: It is understood that in recent years, many outdoor LED large screens have been trapped into a dilemma of operating losses. Basically, we have found that the reasons for the loss of large-screen operations are mainly the following two: First, the government's strong support and market With the help of waves, the number of large-scale outdoor LED screens in major cities has caused market shocks. Secondly, Daping Media has to face the dilemma of double investment difficulties whether it is local operations or large-scale operations across the country. For the traditional LED large screen, let alone three or two customers, even if a customer does not have to play advertisements all day long. If the second investment promotion is hindered, it is difficult for the number of customers to support the basic costs of large-screen operations (site rental and high electricity costs), and losses will become inevitable. Moreover, the longer the secondary investment attraction period, the greater the loss of profits, which is the problem that most large-screen operators can not escape. So, how to break through the dilemma of outdoor LED large screen business has become the focus of attention of the industry.

Reporter: What kind of position do you think LED outdoor advertising screens occupy in the entire outdoor advertising industry? What are the aspects of the revolutionary development it brings, and how do you view the future?

Luo: With the development of the city, people's time for going out is increasing, the coverage of outdoor advertising is getting higher and higher, and there is a forced advertising effect. Therefore, today's advertisers are increasingly inclined to broadcast outdoor advertising. The LED outdoor advertising screen has caused great repercussions in the industry with its shocking visual impact and strong advertising effect, becoming the preferred carrier for many advertisers. The revolutionary development it brings is mainly reflected in the following aspects:

First, enriching the forms of outdoor advertising, the visual impact of dynamic images can firmly catch the eyeballs of the audience, and the effectiveness of the advertisements that are forcibly disseminated is greatly enhanced;

Second, all-media integrated marketing brought about by LED outdoor advertising screens together with mobile terminal technology has subverted the traditional marketing model. Multi-screen interaction has made it possible for audiences and advertising to communicate directly.

Third, LED outdoor advertising screen has played an important role in the construction of urban space. In the past, the tedious outdoor big name was replaced by colorful LED display screens. The bustling neighborhoods have been enriched by the colorfulness of the big screen.

Reporter: In addition to the above difficulties, LED outdoor advertising screen still need to solve the thorny problems, how to make LED outdoor advertising screen more humane? Please provide valuable advice on this and introduce your company's future strategic plan.

Luo: LED outdoor advertising screens are exposed outdoors for a long time and the working environment is very harsh. Besides operating problems, it is also extremely important to ensure that LED displays can work stably in the unpredictable natural environment. In the years of rapid development of LED outdoor advertising screens, various black screen chaos, large-screen spontaneous combustion and other news are also common in newspapers. The frequent occurrence of these problems is due in large part to the fact that LED displays are not adapted to the local special nature. surroundings. Therefore, according to local conditions, according to the specific environment of the advertising site tailored LED outdoor large screen is particularly important.