Small pitch LED market presents four characteristics
Since 2014, traditional security companies have begun to invest in the small-pitch LED market. In the security field, the biggest advantage of small-pitch LED displays is their complete seamlessness and the natural beauty of the display colors. At the same time, in terms of post-maintenance, LED display screens already have mature point-by-point correction technology. With one or two years of display, instruments can be used for one-time correction of the whole screen. The operation process is simple and the effect is very good. At present, the small spacing of LEDs has been successfully applied in the fields of monitoring security, command and dispatch, intelligent transportation, etc. This means that the security industry's rush to the small-pitch LED market has been over-promoted from the technical reserve period to the market promotion period. Security companies have officially become a member of the small-pitch LED market.
In the first half of 2015, the performance of mainstream companies in the small-pitch LED market continued to improve. According to the statistics of the Internet big data company Aowei Cloud Network (AVC), the size of China's small-pitch LED market in the first half of 2015 exceeded 600 million yuan, compared with the year-on-year growth of more than 50% in the first half of 2014.
From the perspective of the whole year, the scale of the small-pitch LED market will still achieve rapid growth in 2015. Under the environment of slowing economic growth in China, all major enterprises still maintain high expectations for the full-year performance. The annual scale is expected to be 15.6. About 100 million yuan, compared with the market size of 900 million in 2014, an increase of 71.9%.
Looking at the market, in the first half of the year, the small-pitch LED market has four major characteristics:
First: Haikang and Dahua security companies quickly introduced, the market once again detonated
As early as the beginning of 2015, Feisheng signed a strategic cooperation with Liard (300296, shares it), relying on Liard's product and technology advantages, Philips channel and brand advantages, high-profile into the small-pitch LED market, launching a small-pitch LED TV, A small pitch LED assembly product will be launched. After the acquisition of YESCO, the foreign-funded brand Samsung Electronics launched the P1.1 small pitch and laid out the high-end market of domestic small-pitch LEDs, which may take some time. Among the domestic brands, in addition to Weirui, Haikang and Dahua, the security companies in 2015, have also invested in the small-pitch led display market, introducing small-pitch LED products into the monitoring field, and have begun to have P1.2 products in the first half of the year. Applications.
Second: P2.0 and P1.6 became mainstream, and P2.5 gradually became regular.
Since 2013, P2.0, P1.8, P1.5, P1.4, and P1.2 have emerged in an endless stream. From the perspective of sales, the sales volume of products below P2.5 has begun to decline. In terms of weight, in the first half of 2015, P2.5 and P2.0 and P1.6 products were almost three-point world, and the product pattern in 2014 changed very much.
Specifically, P2.5 mainly faces customers with large area and limited budget, and the application fields are relatively wide. Due to the obvious price drop, mainstream led display enterprises have begun to turn to P2.0 products with smaller pitch products; P2.0 ( P1.8-P1.9) The current situation is relatively embarrassing, high-end customers gradually turn to P1.6 products, P1.6 spacing can achieve full HD display due to about 6 square meters, the current customer acceptance is relatively high, become the main push of the manufacturers For products, the proportion of sales is higher than P2.0.
In addition, the current P1.2LED small pitch products have begun to have some application cases, products within P1.0, Liard and Zhou Ming already have mass production capacity, with the increase in scale, the cost of lamp beads declines, next year's ultra-fine Small-pitch LED products within the P1.0 will also begin to increase.
Third: procurement is still an important breakthrough, high industry application
As we all know, the price of small-pitch LED products is higher than that of LCD products, and it is relatively rare in the field of security monitoring, mainly the application of control room. From the perspective of industry application, it is mainly concentrated in the military and government and public services (public security), with a proportion of more than 50%, higher in broadcasting and transportation, and a proportion of more than 10%. The energy industry is relatively high, and the advantages of DLP products are still relatively high. Strong, the proportion is relatively low, accounting for 9%. The public venues have a large space, and the conventional LED indoor display can be satisfied, requiring less P3 products.
From the current market demand and changes, the LED small-pitch display market in 2015 is still concentrated in the military and government industries, especially the military. Informatization construction is the key point to enhance the combat effectiveness of the military, and the space is large, and the small-pitch led display The advantages can be better reflected; the demand of the transportation industry will increase in the second half of the year, and the proportion will increase; in the energy industry, the DLP rear-projection splicing products are currently undergoing a transformation period, and LED small-pitch products can be entered at an appropriate time.
Bring opportunities for small-pitch LED companies
Looking at the future trend, industrial intelligence, high-end video conferencing, and smart city construction will have more opportunities in the next two years. Due to low-light, high-ash and price issues in the civilian sector, rapid application in the short term is relatively difficult.
1. The transition from “Made in China†to “China's Smart Manufacturing†brings opportunities for small-pitch LED companies.
In 2015, the state put forward the relevant policies of “Internet†and “Made in China 2025â€, clearly promoting the deep integration of informatization and industrialization, vigorously developing intelligent manufacturing, and constructing an industrial ecosystem under the conditions of informationization and a new manufacturing model. Create a strong country strategy.
In the intelligent manufacturing information ecosystem, not only the data of the front controllers, sensors, machine vision, intelligent robots, machine control equipment, etc., but also the image monitoring, information release and facility networking in the factory area will be collected. To achieve the information management of remote monitoring, it can be seen that the application requirements of large-screen splicing products including small-pitch LED display screens will increase significantly.
In short, in the current situation, without the “intelligent†transformation of the factory, there will be risks of being eliminated. The application of visualization, informationization and interconnection of smart factories will be a new field for small-pitch led display enterprises.
2. The construction and transformation of video conference rooms have entered the peak period and become an important target for small-pitch LED displays.
In the current "Internet" context, traditional enterprises are facing the transition to modern enterprises. Video conferencing will promote the transformation of enterprises and become a substitute for traditional business meetings. At the same time, we have seen that the video conference room of modern enterprises not only undertakes corporate meetings, employee training, etc., but also bears one of the important roles that reflect the corporate image. With its large size, no seams, and low power consumption, the small-pitch led display products have become the new favorite of large-scale enterprise video conferencing. Under the combined effects of performance improvement and price reduction, high-end conference room applications will be an important breakthrough for small-pitch led display products.
3. The construction of smart cities is fully blooming, and the small-pitch LED display ushers in development opportunities.
At present, the construction of domestic smart cities has entered the stage of substantive development. 2015 is the golden period for the comprehensive construction of smart cities in China. More than 400 cities across the country have announced the construction of smart cities. In the construction of smart cities, public safety, transportation, people's livelihood, etc. are closely related to the use of LED display screens. In particular, Haikang and Dahua security companies introduce small-pitch LED products, and Zhou Ming Technology (300232, shares) will also Security monitoring is an important area of ​​concern for enterprises, which will expand the application of small-pitch led display products in smart city construction.
The market price of small-pitch LED display is declining, and enterprises will survive the fittest. Reasons for price decline: First, the scale has risen, the price of upstream lamp bead products has generally been lowered, the cost of small-pitch LED products has decreased; the second is due to the impact of macro-environment, the budget of customers has decreased; the third is the popularity of LED small-pitch market, attracting many enterprises. The entry is forced by performance pressure, and most of them are listed companies, and the phenomenon of low-price competition is serious. Then, the price decline directly results in a wait-and-see attitude for customer purchases, which is very unfavorable for customer development. At the same time, in order to save costs, enterprises may have lower product quality requirements and affect product stability. As a result, product quality is uneven. Healthy development will be blocked. In the next two years, the price war will continue, and small-pitch LED companies will face a more brutal knockout.
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