Small-pitch LED display 2016 outlook and strategy
The advantages of small pitch technology open up new opportunities for LED panel indoor applications, making it a strong competitor for rear projection (DLP) stitching and liquid crystal (LCD) stitching. An interesting phenomenon in 2015 is that traditional rear projection and LCD device manufacturers such as Samsung, Delta, Panasonic, Pinda, Philips, Aiwei, Weichuang, GQY, MMS, Christie, Barco, NEC , have launched LED screen products.
In 2015, the small-pitch LED display below 1.9mm increased by 279% compared with the same period of last year. So, will 2016 still be a good year for small-pitch LED displays? Recently, the authoritative research organization IHS has analyzed the outlook and strategy of the small-pitch LED screen industry.
Small pitch LED screens require more competitive pricing than LCD and rear projection
Although the price of small-pitch LED screens has fallen sharply in the past two years (from about $70,000 per square meter to about $30,000), the price difference is still significant. The following is an average sales price comparison of different display technologies based on a standard 55-inch ultra-narrow bezel LCD video wall:
In order to obtain better cost-effectiveness, several LED screen manufacturers have entered the LED lighting industry to achieve a backward integration strategy, such as Lehman's acquisition of technology, Liard's acquisition of Optoelectronics, and Alto's merger of Qianbaihui. This kind of action may also be a long-term strategy involving smart homes, as the status of smart lighting and interactive display gradually changes from “best†to “must haveâ€.
LED screen manufacturers must become total solution providers
Nowadays, small-pitch LED screens below 1mm have appeared on the market, and the pursuit of higher pixel pitch density is being weakened. This is because the huge price difference is stronger than the image quality improvement brought by the smaller spacing. In order to cope with the increasing competition for survival, LED screen enterprises need to change from OEM to overall solution provider, from product quality to distribution channel expansion, after-sales service, brand marketing, and cost-effectiveness. In this regard, the LCD brand is leading the brand of LED screens in the use of LED screens as an alternative to digital signage solutions.
LED screen will accelerate the reshuffle of the big screen market
Considering the parallel cost, LED screens have excellent image quality, long life, durability, flexibility/scalability, and easy maintenance, posing a threat to rear projection. At the same time, the front projection and LCD market are still insulated due to relatively low prices. Therefore, the level of adoption of the LED screen will depend on the ratio of the cost of the LED chip and LED unit to the ratio of front projection, liquid crystal and rear projection price reduction.
At the same time, the LED screen market is turning to a type that favors smaller pixel pitches. In the outdoor application field, the maximum market share of 15-19.99mm pixel pitch in 2013 gradually changed to 10-14.99mm in 2015. And, by 2018, the 10-14.99mm type is expected to exceed 50% of the outdoor application market share. In outdoor events, outdoor retail and public space applications where 16mm pixel pitch has become mainstream, users are turning to LED screens with 10mm pixel pitch.
Chinese companies will significantly increase market share through mergers and acquisitions and overseas expansion
According to IHS research, China currently accounts for almost 50% of the global market share of 1.9mm and below. No Chinese brand is equal to Dako's dominance in the North American market. This is due to numerous second-tier Chinese brands and different distribution channels. In 2015, major Chinese brands attempted to increase market share through mergers and acquisitions, a trend that is expected to continue in 2016.
At the same time, the LED screen brand must expand overseas to obtain better profits. Western Europe and North America have great potential for small pitch LED applications. In September 2015, Chau Ming completed the capital increase for Century Dingyuan, an investment company established specifically for the Hungarian National Public Lighting Reconstruction Project, which opened the door to more Western European government projects. Similarly, Lehman invested in the Swiss media group Infront Sports. IHS expects that by 2017, the market share of small-pitch LED screens of 1.9mm and below in North America and Western Europe will reach 40%.
In short, the small-pitch LED screen industry needs to maintain growth through development. 2016 will be a tough competition for LED screen companies, many brands will be shaken and behind.
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