LED display "New Blue Ocean": Enterprises aim at small pitch and rental market

[Wen/Wang Cairong] At present, the LED display industry has entered a stage of mature and stable development. However, in recent years, high-end leasing and high-density segments such as LED small pitch are gradually becoming the driving force for LED display companies to rise against the market. New kinetic energy.

Lia (300296.SZ) Marketing Director Chen Na recently told the "High-tech LED" reporter that in recent years, with the maturity of small-pitch technology and the gradual reduction of cost, LED small-pitch products will accelerate the replacement of the traditional large-screen video wall market.

Followed by Zhou Ming Technology (300232.SZ), Lianjian Optoelectronics (300269.SZ), Ruituo Display and Shenzhen Easycom Electronics, etc., in 2013, the concept of LED small (micro) spacing was also introduced, and actively Research and development and marketing efforts of related products.

In fact, many LED display manufacturers have focused their attention on the LED small-pitch market in a short period of one year, or because of the increasing homogenization of traditional LED display products, the price war and the low gross profit margin. After the dilemma, re-take the consideration of high profit growth points.

In the case of Eliad, the gross profit margin of its LED small-pitch TV is about 37.7%. This figure is enough for many display manufacturers to compare with the current LED display industry's average gross profit margin of less than 20%. On the one hand, LED small-pitch products can enable enterprises to get rid of the traditional product price war "Red Sea" with higher profits, and on the other hand, enterprises can quickly enter the differentiated road with their higher technical thresholds, to a certain extent rank in the field.

In addition, the high-end LED rental screen field is also the blue ocean that LED display manufacturers focus on in recent years.

Wu Meng, director of the marketing department of Chau Ming, said, “The demand for high-end LED rental screens will increase rapidly. This is also one of the key markets for the company this year, in addition to LED high-density displays.”

In addition, the reporter noted that Qipu Optoelectronics, Lianchengfa and other large-scale LED display manufacturers have also released a new generation of LED rental screen products last month. The purpose is self-evident, aiming to accelerate the promotion of high-end rental screens. Market share.

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