What are the growth drivers of the first-tier market in 2021, and what are the methods and means for manufacturers to seek growth? It is the top priority of all LED display manufacturers. At present, the development trend of the entire industry is the giant and oligopolistic stock market competition. The only growth driver in the market actually comes from end users. Who can take the lead in connecting more end users, who can break through the dilemma, and this requires LED display manufacturers to take the lead in completing channel optimization and upgrading.
After the “tempering” of the 2020 epidemic, the channels of the LED display industry are no longer simply “offline channels to win”. Many LED display companies have cultivated, developed and consolidated the channel moat and offline dealer system for many years. We are facing new adjustments-online and offline integration has become a reality.
However, for many traditional LED display distributors, how to better integrate online channels while maintaining stable offline performance and sustainable operation, and achieve upgrades in store purchase experience and after-sales service. For upstream manufacturers, how to ensure the stability and sustainability of dealer groups in the context of channel fragmentation and multi-polarization is also a major challenge.
Product adjustment and detonation
In the past two years, various new products in the LED display market have experienced a round of "high-opening and low-moving" patterns. To put it simply, a round of high-end transformation is like a storm of clouds and rain, and soon no sound; a round of low-priced high-quality products, a large number of products under the banner of high cost performance, has won the attention of a group of users.
In the current situation of diversified consumption, products are not just simple technical iterations and functional innovations, but a step toward scene-oriented. It is to provide good products that they really need according to the needs of users of different levels, different needs, and different income groups, not just low prices. The test is not technological innovation, but the grasp of comprehensive strength. Therefore, how to enable the iteration and innovation of LED display products through scenarioization in 2021, whether it is stimulating stock replacement or stimulating new demand, will test the R&D and innovation capabilities of many LED screen companies.
Brand further stratification and positioning
The hierarchical and differentiated management of all categories and multiple brands is the standard operation of many LED display manufacturers. Mainly in order to face the continuous differentiation of mainstream consumer groups in the market in recent years, the most representative one is that the circle of interest is becoming more professional and more subdivided.
If we say that the layout of the whole category is to meet the needs of many consumers for complete sets and integration, and to enjoy a more convenient and efficient product experience. The segmentation of so many brands is to find customer segmentation needs of different levels, different economic levels, and different product pursuits. Therefore, how to find target users and how to achieve precise product promotion and marketing. These challenges directly determine the implementation capabilities of many manufacturers in 2021.
The Eastern Olympics brings new opportunities
Chinese LED products were first known to the world at the 2008 Beijing Olympic Games and have since become popular all over the world. Since the 2008 Beijing Olympics, China's LED display industry has entered a stage of rapid development, spawning or nurturing a large number of display companies. After 14 years of development, the output value of my country's LED industry ranks first in the world, and the global market share of China's LED displays has reached 85%, and some companies are booming internationally.
Through the stunning appearance and display of the 2008 Olympic Games, Chinese LED display application companies have gone out of the country, providing important LED display equipment in more and more international large-scale events and activities. The Olympics has opened a window for Chinese LED display application companies to enter the international market, allowing more and more Chinese-made LED displays to bloom in the international market.
With the approach of the Winter Olympics and Paralympics, the construction of major venues has been completed. By convention, this year will be the stage of centralized installation and commissioning of related equipment including LED displays. LED display application companies should have a good opportunity this year, and they can also take this opportunity to lead the industry out of the trough of the epidemic.
Many companies have long aimed at the business opportunities of the Beijing Winter Olympics and Paralympics, and are ready to use this event to give full play to their home advantage, continue the glory of the 2008 Beijing Olympics, and once again let the world cheer for China’s LED displays, and also borrow The opportunity to reverse the industry downturn since the epidemic last year.
It is expected that the LED transparent screen will continue to appear at the 2022 Winter Olympics and Paralympics. Floor tile screens, creative screens, etc., will all be the highlights of attention. With the advancement of Mini/Micro LED and 5G+8K technology, the Winter Olympics, as a stage for high-tech applications, will further promote the maturity and application of related technologies; in addition, we may see some that are still confidential The debut of the black technology.
With the expansion of application scenarios, people have higher and higher requirements for outdoor LED displays, and LED display products such as transparent screens, grid screens, and naked eye 3D screens are becoming more and more diversified. Looking forward to 2021, there are still many uncertainties in the market, but opportunities can be seen in markets such as 5G, new infrastructure, and ultra-high definition. In this regard, LED screen companies need to follow the progress of technology, pay attention to market changes, continue to deepen the industry, do specialization, and do a good job in product services, so as to remain unchanged and respond to unknown challenges.