Advertising machines will gradually decline in the first half of 2020. Where is the next “gold mine” in the LED advertising machine market?

Related data surveys show that affected by the epidemic, the overall scale of advertising players in the first half of 2020 decreased by 48.5% year-on-year, of which 288.6 thousand indoor advertising players were shipped, a year-on-year decrease of 49.0%, and 46,000 outdoor advertising players were shipped, a year-on-year decrease of 14.8. %. Due to the economic downturn in the entire advertising machine industry and its own instability, the LED advertising machine market will face a high-pressure new normal, slowing demand and increasing costs. In this context, there are not only traditional LED display companies, liquid crystal display companies, but also DLP splicing companies and traditional security companies. The intensity of the market can be imagined. So, where is the next "gold mine" in the LED advertising machine market?

Advertising machine shipments are greatly affected by the epidemic

On a quarterly basis, the first quarter was more severely affected by the epidemic. The upstream and downstream enterprises in the industrial chain delayed resumption of work, and the purchase demand of downstream customers was delayed. The overall market fell by 60% year-on-year; the market recovered in the second quarter, but project orders decreased year-on-year, and industry demand was not Fully recovered. The overall market increased by 54.9% month-on-month and decreased by 37.4% year-on-year.

In terms of different industries, the media industry shipments will be the leading advertising player in the first half of 2020. Affected by the macroeconomic downturn and slower competition among elevator media companies, the number of orders for advertising machines from the media industry has decreased year by year. Media companies have reduced the scale of equipment procurement in order to save costs. As a result, the media industry has dropped by 13.9% in the first half of the year; government procurement has performed outstandingly During the epidemic, during the epidemic, anti-epidemic propaganda, smart government affairs, and smart agricultural applications increased, with shipments reaching 57,000 units, an increase of 43.6% year-on-year, and a market share increase of 12.6%; the digitalization of chain catering retail has been steadily advancing year by year, but affected by the epidemic Dragged down, shipments fell 35.1% year-on-year.

In terms of size, the size of advertising machines in the first half of the year changed from the previous trend of "small and many". The size segment was concentrated in the middle size segment. Among them, the size segment below 30 was greatly reduced. Due to the epidemic affecting the media industry, the demand for this size segment was greatly reduced. ; At the same time, the digital upgrade of the retail, government, and financial industries has increased the market share of the 30-49 size segment and drove the sales of some interactive products in the 30-59 size segment.

Charging pile advertising machine and smart retail are expected to usher in rapid development

This year's epidemic has brought a considerable impact to the advertising machine market. The demand side has decreased, and the subsequent problems such as the delay of the project promotion plan in the first half of the year have compressed advertising machine profit margins and made market competition more intense. Risks often contain opportunities. The epidemic also brings business opportunities to LED advertising machines: areas such as smart charging pile advertising machines and smart retail are developing rapidly.

Public new energy charging piles are an important part of the country's new infrastructure construction. With the development of "new infrastructure" and the increasing demand for new energy vehicles, charging pile advertising players will usher in a new round of development boom. According to the existing survey data, the charging pile advertising player will usher in nearly 55,000 new demand in the next 4 years. As one of the natural carriers of smart city, LED advertising machine is widely used in various scenes of the city, so it can be seen everywhere, and its market demand is also soaring. The LED advertising machine combines big data, content matching, automatic brightness perception, intelligent control and other innovative functions. It not only provides great convenience for the comprehensive application of the Internet of Things technology in the construction of smart cities, but also performs in urban management, energy saving and emission reduction. Excellent, and with the emergence of new technologies such as the Internet of Things, big data, and artificial intelligence, LED advertising players will open a new era of smart revolution.

New retail is setting off a new wave of business, which will promote advertising machines to become the next "scale" gold mine in the commercial display market. Relevant data show that the market size of advertising machines is expected to reach 4.4 million units in 2023. With the integration of unmanned supermarkets, unmanned convenience stores and online and offline retail markets, the demand for smart commercial displays will further increase. In the new retail scenario, LED advertising machines can improve the consumer experience. With the help of smart advertising machines, information such as shopping guides, products, activities and promotions can be released instantly. The rich display functions and bright colors can effectively enhance the shopping experience of consumers. Collect and label the interactive information of concerned users, use big data technology to analyze the information, and improve the efficiency of production, logistics, sales and after-sales service in the retail industry. At present, LED advertising machines based on big data and artificial intelligence equipped with touch technology, voice recognition, face recognition, dynamic capture, etc. have been used in various new retail scenarios. As giants scramble to deploy new retail, LED advertising players will develop more rapidly in the future.

Under the trend of homogeneity, innovation is the magic weapon to win

Facing an increasingly competitive market, how should companies deal with it? From a technical perspective, due to the maturity of LED display technology, the homogeneity of LED advertising machine equipment is inevitable, and the price of products is becoming more and more transparent. Therefore, it is difficult for pure hardware technology PK to stand out in the market competition. In this case Next, solution innovation based on the software content level will become the focus of manufacturer innovation. For manufacturers, in the provision of product solutions, they must not only have professional capabilities, but also have a deep understanding of the external environment of media development. There is no doubt that the influx of a large number of manufacturers has not only promoted the rapid expansion of the potential market for LED advertising machines, but also greatly increased the competition threshold of the entire market. In the LED advertising machine market, the era of pure price competition is destined to be a thing of the past, and the change of the inherent market competition mode will inevitably bring about changes in the market pattern. Whether to take advantage of the opportunity or muffle to find a trace, the time left for manufacturers to adjust is very limited .

To sum up, although the epidemic has led to a decline in the advertising player market shipments as compared to the same period in previous years, government procurement has performed outstandingly. As the epidemic gradually subsides, industry demand will gradually pick up, and in the context of new infrastructure and smart city construction, smart charging pile advertising The new retail LED advertising machine will become the next "gold mine" of LED advertising machine. For LED advertising machine manufacturers, the focus of the development of LED advertising machine is still on innovation. Who can occupy the high ground of innovation? It won.

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