Who will be the next dark horse in the LED display segment?
In 2017, the small-pitch LEDs were the most dynamic segment of the industry, and the explosive growth that lasted for several years was the only one that attracted competition from various companies. Fading off the aura of small spacing, the small number of small-leaf predecessor led large screen, I am afraid it is not so dazzling. In people's impressions, LEDs seem to never get rid of the "stupid big" impression, the large lamp bead spacing, the necrotic black spots that appear from time to time, the high-hanging eye-catching advertisements in various positions in the city, walking in each On the streets of big cities, the first one can be carried out, and they can stage a "fantasy journey" at any time.
In this regard, last year, Beijing also launched a campaign to “clean up the skyline of the building”. After the large-scale dismantling of the signboards, many landmark advertisements and commercial signs were removed. For the majority of outdoor LED large-screen manufacturers, The days that have been difficult are even worse.
Of course, the small-pitch LEDs of different styles are different. The main target market is indoors, and the audience needs are quite clear. Even with the participation of such giants as Sony and Samsung, they have entered the high-end display market of cinemas.
However, not all LED manufacturers are small pitches. Can those large-screen LED screen manufacturers open up more unique application markets like small pitches?
Transparent screen, big opportunity?
LED transparent screen is a display screen for LED display to pursue better permeability, reduce or change materials. Most of these screens are used in places where glass is installed, so it is called transparent screen. In the past, the outdoor LED screen was composed of a block of modules. Installing a led display screen was like a thick wall, which would block the scenery and light.
LED transparent screen completely avoids this defect, the design greatly reduces the blockage of the structural components to the line of sight, maximizes the perspective effect, has the traditional led display easy to control, low-voltage DC drive, combined color performance, use The advantages of long life, and at the same time, the realization of both aesthetics and concealment, the audience is standing at an ideal distance, the picture is suspended above the glass curtain wall.
When playing an advertisement on such a screen, when designing the advertisement content screen, the unnecessary background color can be removed, replaced with black, and only the content to be expressed is displayed, and the black portion does not emit light during playback, which is a transparent effect. This method of playback can greatly reduce light pollution, while also reducing energy consumption, and can achieve more than 30% energy saving than ordinary LED display. In large outdoor landmark buildings, plazas, airports, shopping malls, banks, the advantages of transparent screen applications are obvious.
The LED transparent screen has high visibility and can display vivid and bright image effects, which makes the product image more eye-catching, and the super color creates an excellent visual experience for the user. As transparent display technology is recognized by more people, various types of LED transparent screens are widely used in aerospace, commercial buildings, shopping centers, commercial refrigerators, and glass windows and merchandise display cabinets of luxury goods and jewelry chains. LED transparent screen products display commercial advertising information to users through glass, showcase and other carriers, display recommended products, and have a sense of science and technology.
According to statistics, the total area of China's modern glass curtain wall has exceeded 70 million square meters, mainly concentrated in urban areas. Such a huge glass curtain wall is a huge potential market for outdoor media advertising. The advertising value of this market is not yet available. It has been fully developed, and the glass curtain wall is a new blue ocean field in the case of urban outdoor advertising resources are increasingly exhausted. If this application market can be opened, the transparent LED display completely opens up a new application field and has broad market prospects, especially in the fields of “construction media”, and it can be said that a new outdoor media mode has been created.
A few years ago, the "Transparent Display Technology and Market Outlook" report published by Displaybank, a US market regulator, predicted that by 2025, the market value of transparent display would be about $87.2 billion. LED transparent screen as a rising star in the field of LED display, its prospects are optimistic by market research institutions, the industry has some predictions, transparent LED screen is likely to become the most explosive LED technology after small-pitch LED, become a new advertising medium.
Listed companies have laid out
Some companies with high market sensitivity are also seeking to further deepen the layout of the transparent LED screen market.
Last year, Chau Ming Technology received a 100% stake in Rose Technology at a price of 60 million yuan, which attracted the attention of the industry. According to the data, the main business of Rose Technology is outdoor display, LED light bar screen and LED grille screen. LED transparent screen. The two parties will create synergies in the market, supply chain, management, etc., which will help improve the company's comprehensive competitiveness and enhance the company's profitability, in line with the company's long-term development strategy.
The acquisition of Weiwei Technology, Zhou Ming's intention is very obvious: optimistic about the transparent LED screen market, expand its new market in addition to traditional led display, small pitch LED.
Coincidentally, Abbyson also invested 20 million shares in Jinghong Technology with a consideration of 15 million yuan. Like Rose Technology, Jinghong has a high reputation in the field of transparent displays. From the intent of Zhou Ming and Ai Biesen, access to the transparent display market through acquisition or shareholding has not only avoided its shortcomings in technology, but also gained an opportunity to enter new markets quickly. At the same time, there are rumors in the industry that other listed companies in the industry are also planning to acquire companies that also have advantages in the transparent display market. Listed companies are rushing to the layout, at least releasing a clear signal: LED transparent display is likely to be an emerging application area that everyone is optimistic about, and is expected to drive LED to create a new market.
Although listed companies have been involved in the production and development of LED transparent screens, the market is quite optimistic about its expectations, but the reality we face is that the technology of LED transparent screen technology is mature, low volume yield, high price and other factors remain. Restrict its development. The biggest advantage of the transparent screen is the high permeability, which makes it easier to install and maintain between different floors and glass walls, but it is precisely because of the transparency of the LED transparent screen. At the cost of the display effect, how to resolve the two is still to be improved.
In addition, as a new application mode, the route of LED transparent screen is different from traditional outdoor large screen, and it is different from small-pitch LED, which needs to meet the customized creative needs in different applications. The transparent screen used to evolve from the grille screen, and the application is customized to the main sales model. If any kind of product cannot be mass-produced and needs to be customized, it is destined to be a niche product, it is difficult to form a large-scale market, and the price and cost will naturally be high.
Last year, the transparent screen market has seen significant growth, and prices have also decreased accordingly. However, how to explore a way to achieve both large-scale production and screen quality is still a long way to go.