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Taking the number as the line, from one to eight, we will lead everyone to review and summarize the various melodies and keynotes of the past year, and hope to raise the confidence of the industry with what has been said.
A major melody pain and happy twists and turns development in 2013, the main tone of the LED display industry has been more vividly reflected in the previous two years: painful and happy twists and turns. The LED display that has experienced obvious peaks and peaks is gradually transitioning to maturity. This period probably starts from 2011, and the growth rate of the market has always maintained a relatively stable frequency. However, the speed of product supply has obviously increased, and the price of the product has increased. The decline was particularly evident, and the LED display industry in this period really tested the strength and marketing channels of the company. Continued to 2013, the characteristics of this transition period are more obvious. The ever-expanding conventional display market and the emerging emerging industry hotspots maintain the development of the LED display industry. At the same time, price competition and product competition are becoming more and more saturated. High, tightening the nerves of every related company. In short, development is inevitable, but the process is tortuous and painful and happy.
The two extreme listed companies, large-scale enterprises, and characteristic enterprises have lived up to the present. So far, the 2013 annual reports of major listed companies have not been announced, but from the data of the financial statements for the first half of 2013, the overall performance is significantly better than the industry. Average. In the first half of 2013, except for the slight decline of Alto Electronics, the total operating income of the other four companies increased, while the net profit was different. Among them, Chau Ming and Lehman increased their production without increasing revenue, and net profit decreased compared with the same period of last year. The other three have risen to varying degrees.
In short, the development of listed companies and large-scale enterprises is generally unsatisfactory. The data in the second half of the year seems to be more eye-catching, which is mainly due to the high-density small-pitch LED display launched by major companies. Driven by new products such as LED super TV and naked-eye 3D LED TV, the stocks of several companies have repeatedly broken new highs and once attracted much attention.
It is difficult for small and medium-sized enterprises to take advantage of the capital and strength advantages of listed companies and large-scale enterprises. It is difficult for small and medium-sized LED display companies to expand their pace. In 2013, the enterprises mainly based on engineering channels were affected by the adjustment of national policies and the difficulty of collection, and they were obviously unable to make ends meet. The enterprises based on wholesales succumbed to each other in product prices, and the market fell into a low-profit era. The suppression of the enterprise, the hands and feet.
Under this circumstance, the phenomenon of scissors in the LED display industry is becoming more and more obvious. On the one hand, the backbone enterprises are gradually forming a wealthy posture, while on the other hand, the small and medium-sized enterprises are slowly shrinking and may continue to opt out.
The market application of the three major market expressions expanded in 2013, the market application space of China's LED display industry is still expanding. According to the statistics of China Optical Optoelectronics Industry Association, the market scale of China's LED display application in 2012 reached 25.3 billion yuan, compared with 2011. The 22 billion yuan has increased by 15 and the growth rate is the same as in 2011. According to this increase, it is estimated that the market size of China's LED display application industry in 2013 should be around 28 billion yuan of 29 billion yuan.
The field of market applications is also constantly expanding. In 2013, the advancement of technology continued to promote the innovation of LED display products. The technology development, technical support and technical assurance capabilities for special application needs were enhanced. Key technologies and mainstream products developed rapidly, leading and driving emerging markets and ideas. Severe large-scale LED display application engineering projects continue to emerge.
It is worth noting that in 2013, China's LED emerging advertising media continued to increase in volume, and the LED display market required by private owners and individuals continued to grow. In the field of outdoor advertising, LED display has become a popular medium of communication. Major traditional media have begun to increase the layout of LED display screens and national networking.
Specialized service market With the further segmentation of the LED display market, the specialized service market is highlighted. More in-depth service projects and teams have emerged, including creative design, professional surveys, specialized steel structure design, project manager systems, and professional maintenance personnel. A new professional market has been established for the front-end design, field inspection, design and manufacturing, operation management and after-sales service, as well as large-screen maintenance and cleaning.
Specialized services have also spawned specialized accessory products such as control systems, video processors, and calibration systems. For example, the rise and development of high-density and small-pitch LED displays, drive IC manufacturers and control system manufacturers have deliberately improved product characteristics, and specifically developed specialized support products, which also promoted high-density small-pitch LEDs to some extent. Development and advancement of display products.
Marketing model innovation In 2013, the LED display industry continued to maintain a fierce competitive situation, in which the rental market changed from the original profitable to the mutually competitive market. In order to cope with the changes in market demand and the increasingly fierce market competition, LED display companies have made some explorations and attempts in marketing channels and marketing models.
For example, Chau Ming Technology not only strengthens and consolidates existing channels online, but also actively explores online channels such as online e-commerce. In 2013, Chau Ming's LED lighting products cooperated with Shanghai Hanyuan to launch the O2O model and become the leading enterprise in the online and offline comprehensive channel exploration of LED industry. Lianjian Optoelectronics, Lehman Optoelectronics, etc. set up a media company to directly participate in the field of outdoor advertising communication; Xiamen Powerful Color and other companies have strong expansion of dealers and agents throughout the country.
In 2013, the channel construction of the LED display industry was more targeted and specialized, basically forming a direct sales channel based on engineering applications, a distribution channel based on wholesale, a network-based e-commerce channel, and foreign trade. The main export channels, R&D and design-based channels, and OEM/ODM channels based on manufacturing and sales.
Four industries are developing in a competitive market. Intelligent, high-end products are breaking through the sea. The LED display industry is a microcosm of China's manufacturing industry. When it reaches a certain stage, industry competition will emerge. Different from LED lighting, the LED display industry has no targeted government subsidies, and the development of the industry depends entirely on the natural competition of the market. Since 2011, the competition in the LED display industry has been spurred. The business income of enterprises has increased more or less, but the profit returns have declined to varying degrees. Some enterprises have lost their physical strength and have been forced to fall due to insufficient accumulation in the early stage. This also involves a huge amount of money between suppliers and employees.
In order to survive in the torrent of homogenization competition, at least to overcome the difficulties, has become an important issue for LED display companies. To this end, many companies have proposed the principle of addition, that is, by increasing the added value of products to improve the status quo of low prices, so as to achieve the goal of jumping from the Red Sea to the Blue Ocean. As a result, intelligent and high-end LED displays have become the focus of major companies in research and development and competition.
Enterprises actively expand market layout and strengthen enterprise brand building to cope with market competition. The LED display listed companies in the industry are expanding in the main industry, adopting an aggressive competitive strategy, taking listing as a favorable opportunity, holding high market development and increasing R&D investment. Two major tools to increase market layout and strengthen brand building.
The LED display industry has not yet formed a strong brand. Therefore, each company has taken advantage of its own field and hopes to achieve far-reaching strategic goals. Listed companies, companies with financial strength and economies of scale, in addition to making a fuss about market share, on the other hand, are also promoting the promotion of conceptual new products. At this stage, general enterprises also strengthen enterprise management and cost control, strengthen corporate culture construction and human resource management, in order to become an indispensable part of the subdivision.
Display companies actively cross-field warfare lighting In general, LED display companies will be prepared for both when the market competition is particularly fierce and the lighting market has unlimited prospects. While continuing to prepare for LED display, the other side will try LED lighting research and development and product reserves. It is understood that almost all medium-sized LED display manufacturers on the market are currently conducting or trying LED lighting related businesses. However, there are only a handful of companies that have succeeded in the transformation or have done a good job in both businesses. Among them, Shanghai Sansi, Shenzhen Zhouming, Tongpu and other companies have been successful, and some enterprises have recovered their investment from the lighting field and concentrated on the display. Business, more companies are still waiting to see, neither withdraw nor push, take conservative measures.
The development of the industrial pattern is stable, and the trend of capital integration industry integration has emerged. In recent years, the basic pattern of China's LED display industry has been relatively stable. From the perspective of the enterprise itself, the number of large-scale enterprises has increased, and small enterprises are also developing rapidly, showing a dumbbell-like situation as a whole. From the perspective of geographical distribution, the industrial structure is still mainly concentrated in the two major clusters of East China and South China.
At the same time, as the LED display industry gradually matures, the interaction between enterprises is more frequent, and it is not uncommon for large enterprises to acquire small businesses. On the one hand, companies that were not in the LED display industry acquired display companies for the new display port, such as Furi Electronics, which acquired Mai Rui and Keheng to acquire Lian Teng; on the other hand, listed companies acquired non-listed companies. For example, Liaard launched two acquisitions for two consecutive months, acquiring a display control system enterprise while acquiring a lighting company. Capitalization and integration of mergers and acquisitions will be the norm in recent years.
Five future trends analysis LED display industry has gradually entered a mature and stable period in 2013, the new government's policy is gradually clear, and the specific policies of economic transformation and structural adjustment are still being gradually implemented and promoted. With the acceleration of China's urbanization construction process, urban landscape, new advertising media, smart city, low-carbon society, etc., will continue to expand the field of LED display applications, and the overall demand for LED display market is relatively stable.
After gradually entering the mature and stable period, the market volume of LED display will gradually stabilize, and the enterprise's revenue business will generally increase, but the profit and return will be subject to the company's own profitability and capital consumption capacity.
Emerging technologies and sub-sectors will become the highlights of the industry. The professional segmentation of the LED display industry will be an important driving force for the development of the industry. In 2013, emerging technologies and subdivisions such as high-density small-pitch LED displays, outdoor surface-mount displays, special-shaped displays, and smart displays in the LED display industry became the highlights. The high-density and small-pitch LED display has led to high-end conceptual products such as LED super TV and naked-eye 3D TV, and once prompted related companies to hit new highs; outdoor surface mount display is also considered to be the future of outdoor in-line large screen. Good substitute products are highly respected by enterprises; special-shaped display screens are personalized products for specific projects, and are used in stage performances, characteristic buildings, Shangchao exhibitions, etc., and are also highly professional products; The smart display that enhances the interaction of the audience is also a highlight of this year, and there will be more applications in the future.
Brand and innovation are important chips for future enterprises. In recent years, key enterprises in the industry have begun to attach importance to and strengthen the construction of corporate brands. The channel model has been quietly changing. In the future market competition, brands have become an important part that cannot be ignored. Segmentation of the market and highlighting core competencies are important concerns. The in-depth research and operation of the LED display application professional market segment will bring new profit growth points to the enterprise. The significance of professional innovation will be more obvious in enterprise value. Expanding applications, cultivating emerging markets and winning markets will be an important component of core competitiveness.
The leading enterprises will be the backbone of the future, and the market structure will gradually appear in 2013. The market orders are gradually inclined to large enterprises, large-scale enterprises or enterprises with good reputation brands, which is the basis for the formation of the future industry pattern. In the future, the Matthew effect will be more obvious in the LED display industry. The competitive advantage will be tilted towards enterprises with technological advantages, channel advantages and scale advantages. The comprehensive competitiveness of leading enterprises in the industry will be further enhanced. situation.
Specialization, standardization and standardization are the future development trends of the industry. With the maturity of conventional LED display products and the development of new technologies and new products, specialization, standardization and standardization
