In recent years, for the LED display industry, it is a period of revolutionary change, overcapacity in the industry, shortage of core technologies, mergers and acquisitions among enterprises, cross-border tides, price wars, etc. The changes in the industry environment will be many screen enterprises. Development issues have been pushed to the forefront.
Situation Analysis
The overall strength is weak and the ability to resist risks is poor.
The domestic LED display industry has great potential and weak strength is the consensus of the industry. The label of “Made in China†is as sturdy as LED screen enterprises. The low-quality and low-cost international image is difficult to change at one time, and the quality of export products is a disease. .
Although in recent years, China's LED display products have appeared frequently in major international events and events, there are still OEMs in the form of OEM. Even if they can get international orders, they will be invisible at the expense of the high added value of the products. In the loss of the interests of domestic enterprises, in the core equipment, core technology, core patents and even core devices have been earned enough profits by foreign companies, until the final sale of finished products is still made by their brands, these are It is a phenomenon that the whole industry has obvious to all, and it is also a question worthy of Chinese LED companies.
"World Guan", how to pass the LED screen
At present, many domestic LED screen enterprises have already seen the huge potential of overseas markets, but there are not many screen enterprises that have the ability to actively explore the international market layout channels, because to a certain extent, to establish a sales network at home and abroad, not only to recruit professionals Increasing the cost of sales, but also investing in management funds, the process is very complicated and difficult.
The OEM model is common in China's manufacturing industry. This model is also common in China's LED display industry. It is a brand-name product for big brands, and labels its own technology as a “big brandâ€. From a profit perspective, perhaps China accounts for four-fifths of the world's production, but in fact only earned one-fifth of the profits, such a huge economic gap is completely pocketed by foreign companies, which is also the Chinese LED display The most serious and embarrassing problem for screen companies.
Huang Hai, vice president of Lehman Co., said: "In fact, LED display has entered a new stage in the global development. This stage requires each of our companies to reposition and strengthen innovation." Meanwhile, he said that LED shows the world Looking at China, we believe that the Chinese LED display manufacturer group can support and even lead the development direction of global LED display, and make great contributions to the upgrading and development of the industry.
Price war disturbs order and service system is not perfect
It is undeniable that it is not a bad thing to fight the market at a price. The low price strategy itself is an extremely effective means of market competition. But the abuse of the "price war" has caused great harm to the industry. The LED screen display industry has been deeply troubled by the "price war". Recently, the "mega" high-profile layout channels such as Zhou Ming and Ai Biessen have "killed" back to the wholesale market, and a new round of price wars may break out. The "small" screen enterprises in the wholesale market are undoubtedly a bad news.
"Price war" is not only extremely harmful to the screen enterprise, but also an intangible injury to the whole industry. In the price war, some bad screen enterprises compete for the market and seek sales, at the expense of product and service quality. They will use the worst components to produce low-cost, low-quality products, which will accelerate the deterioration of LED display homogenization competition.
Recently, LED display accidents have occurred frequently. On May 6th, the scene of "China Good Voice" in Shizhu County, Chongqing, the LED screen suddenly fell down and selected a female hand. Coincidentally, on June 7, a fire broke out in Tianjiao Square in Chibi City, Hubei Province. According to netizens, the fire was suspected to be caused by LED display lines.
Therefore, if the LED screen display industry is to develop healthily, it is necessary to make corresponding adjustments.
Where is the way out?
"Tune" is the external cause of enterprise development
The LED display industry needs to strengthen information exchange, understand the development of the industry, avoid blind investment in homogenization and low-quality products, and guide capital and technology forces to invest in industrial upgrading and cross-border applications; talents and technologies can be strengthened with universities. Exchanges with research institutes, industry associations, and other industries to find new application development directions such as smart cities, indoor applications, community media, military fields, and new display technologies such as micro-pitch, 3D, VR, etc. The purpose of diverting part of excess capacity.
Expanding the LED display industry, concentrating power, integrating resources, and optimizing industrial resource allocation are necessary. The market rules have always been the survival of the fittest, guiding and supporting the leading enterprises with relevant technical background as the main body, and strengthening the technical research including the extension, chip, packaging, and supporting raw materials, equipment and other key links, key components, key common technologies and major products. Forward-looking next-generation LED display technology, and strive to take the lead in the new round of technology competition.
"Control" is the internal cause of enterprise development
At present, the most criticized by various companies in the industry is that there is no unified industry standard to regulate the development of the entire industry. In fact, in addition to some upstream enterprises receiving government support, they rely solely on their own development, and enterprises can only rely on their own technology and capital industry chain.
Enterprises should agree on a reasonable price range on the premise of the overall cost price level. Exceeding this price range is regarded as malicious competition and will be jointly sanctioned by industry enterprises. In order to achieve the sanctions, the contracting companies can be pre-collected with margins and establish an internal financing system for the industry organizations so that they have sufficient financial resources to impose internal sanctions on the largest companies, prohibit suppliers from providing production materials, and prohibit distributors from acting on their products.
For the screen enterprises themselves, the “stronger and stronger†is the law of enterprise development. Enterprises should not be obsessed with old and passive waiting. Small enterprises should concentrate on developing market segments and do a good job in subdivision, especially to develop unique And core products; while large enterprises should keep the main battlefield and develop auxiliary battlefields.
In addition, enterprises should actively fulfill their social obligations and responsibilities, and establish a sound voluntary recall system. For LED screens that have already been sold, once a certain production link is found to have problems, the batch products may have quality problems, and the problem product should be the first time. Proactive recall to eliminate the impact of bad products on customers or reduce the damage of products to customers, especially to avoid the above-mentioned safety accidents!
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