From “B” to “C”, what is the next step after the LED display channel sinks?

At present, the popularity of mini / micro led in the market tends to be flat, but screen enterprises are still paying continuous attention. The major screen enterprises are promoting the R & D Progress of mini / micro LED products, but the product landing market is still exploring the next step. In order to welcome the opening of large-scale application market in the era of micro led, screen enterprises continue to increase micro LED technology investment. On the other hand, the LED display industry is developing and the market situation is changing. In order to increase the competitive advantage of products in the market, screen enterprises have arranged channel development to seize the market opportunity. For a long time, LED display products are mostly customized, mainly project-based. However, in recent years, LED display products have been further transformed and upgraded. The product chain is being laid out in the enterprise conference room, education field, or civil field. The output products have the remarkable characteristics of the consumer market, and the marketing mode of screen enterprises is quietly changing with the change of products.

What are "B" and "C"?

Recently, the letters "B" and "C" have frequently appeared in the market. Screen enterprises seem to have found new forms of marketing and marketing. Before we understand the practices of enterprises, let's first understand what "B" and "C" are.

"B" here refers to 2B. In the traditional 2B market, the customers are usually enterprises, companies, businessmen and other organizational units. At the product end, it usually has the characteristics of customization, the number of projects is relatively small, and the profit margin of single projects is relatively high. On the market side, it is mainly based on the fixed mode of project bidding, which has the characteristics of 1-to-1. "C" refers to 2c, which is characterized by low profit margin. Therefore, on the product side, the characteristics of standardization and generalization are more obvious. What is more different is that in terms of marketing mode, 2C market has the characteristics of one to many. Therefore, it is more dependent on channels, traffic and brand publicity. We can basically refer to the current very mature electronic consumer equipment market.

In fact, compared with LED display products, due to the particularity of display products, LED display has more strict requirements for the professionalism of sales channels, so it is impossible to carry out mass distribution and sales like ordinary goods. With the development of the LED display screen industry, the sales mode is also gradually developing from a single mode to a diversified mode. Screen enterprises mainly engaged in wholesale business mostly hope to set up multiple marketing outlets throughout the country and strive to import products into major terminal markets for marketing by agents. On the contrary, some enterprises have strong funds and certain customer resources, and can adopt the direct selling mode, such as large-scale activities and projects such as enterprises or government projects.

Most of the early screen enterprises focused on direct selling activities. The company's business mostly provided customized products for project bidding and professional display projects. Later, gradually, the sales model of the enterprise began to change and diversify, and reached commercial cooperation with engineering installation companies, equipment leasing companies, system integrators and agents. But generally speaking, the display products are still concentrated in the professional field. Unlike ordinary household appliances, they are not really oriented to the end-level users. Therefore, for LED screen enterprises, the early LED display products have been rotating in the traditional 2B market.

From "B" to "C", "specialization" to "non specialization"

In fact, observing the LED display products on the market in recent years, we can see that some screen enterprises are no longer satisfied with the customization market and project market, but are eager to open up a new consumer market. According to the commercial display products and all-in-one machine products launched by major screen enterprises this year, the customers favored by screen enterprises will no longer be the professional market, but more inclined to the general public. Especially after the small spacing technology is mature and the commercial display market has become the main battlefield of mini LED display products, the trend is becoming more and more obvious.

With the continuous maturity of technology and the deepening of research and development, small spacing LED display products gradually enter the market, especially with the reduction of price level, will be more favored by end users. With the advantages of excellent image quality, gorgeous color, low noise and convenient operation, small spacing products are unparalleled in the market, especially the emergence of all-in-one machine, which really breaks the professional positioning of LED display screen and promotes LED display screen products to move forward to the consumer market. Due to the software operating system, the integrated machine and other complete products are more convenient to use, and the requirements for installation and operation are not high. With the gradual maturity of cob packaging technology and mini / micro led, the LED display screen is not inferior to other indoor display screen products in image quality and pixels, and begins to occupy the market fields such as color TV market, conference room display, tablet and computer. The products are moving towards intellectualization and standardization.

In fact, on the other hand, the R & D of small spacing products and the extension of small spacing products, mini led and micro led, the ultimate display technology, are moving towards intelligence and standardization. To some extent, it can also be said that led display products with small spacing and above are moving from "specialization" to "non specialization". This "non specialization" does not mean that the technical content of the display screen is not high, but that such products are more suitable for the "non professional" market and more "people-friendly" than conventional LED display products. Equipped with software, the operation is convenient, and the display effect can replace the LCD. Compared with other indoor displays, it has obvious advantages. It can be said that the emergence of new products has promoted the development of new markets. Of course, most mini LED products that can do this at present have a slightly higher cost. It is still quite difficult to realize mass distribution. Micro LED products have higher technical difficulties, lower shipments and higher prices. At present, the market can not bear them.

The next step of channel sales, end C?

In fact, from the perspective of product characteristics, standardized products fully meet the large-scale distribution needs of the C-end market. The LED display industry has said that "channel is the king" since its birth. At present, screen enterprises also pay more and more attention to channel laying, especially under the heavy pressure of the epidemic, which makes screen enterprises more eager to master the dominance and voice of channels. After several years of scouring the sand, the stronger and stronger pattern of the LED display industry has been basically determined, followed by the stabilization of the pattern of the medium and high-end market, and several leading screen enterprises in the medium and high-end field are basically playing a game.

To seize the market opportunity, in addition to the traditional display market, the market competition in various segments continues to ferment. Some screen enterprises are opening up the consumer market through some standardized products, and opening up the market through laying offline stores and launching standardized products that ordinary consumers can easily install and use. Perhaps at present, this part of the market is not mature, which is mainly controlled by output and price. However, it is believed that in the near future, LED display will really move towards the consumer market and the field of life applications.

The construction of channels has been carried out by enterprises, and the ultimate customer goal of enterprises will eventually face ordinary consumers. In this process, we have to go through the intensive research and development of technology, improve the output, reduce the cost, and finally reduce the price and open up the market. However, in the middle, it is also very important to increase the publicity and promotion of enterprise brand awareness in order to occupy a place in the consumer market.

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