With the rise of the “outdoor” digital signage market, can LED displays become the overlord of display terminals in this field?

In the first half of the year, due to the impact of the new coronary pneumonia, the impact of various industries was different. Taking the LED display industry as an example, the demand for traditional stage rental screens and outdoor large-screen applications is sluggish, but the command and dispatch center market required by government work and the public transportation field The rise of the digital signage market has little impact on the market in its field, and it has become a growth market with few LED displays. So is it possible to become the overlord of digital signage display terminals with intelligent LED displays whose prices are declining year by year? The digital signage market of public transportation platforms and retail stores grows against the trend  

• According to research by relevant institutions, most digital signage product manufacturers are turning their attention to the outdoor market in the first half of the year, mainly reflected in bus stations and other land transportation platforms, and the fast-growing self-service order display in fast-food retail application scenarios. The lineup of public displays and signage display products for "outdoor" or "semi-outdoor" applications exceeding 1000nit is steadily increasing. As a high-brightness display terminal, LED display screens have been shrinking in dot pitch and the size of the display has been shrinking on the basis of the gradual price decline in recent years, which has strongly impacted the digital signage display market and has become a group of dark horses in this field.

 

• Affected by the epidemic in the first half of the year, the shipments of outdoor digital signage machines dropped significantly. In order to enhance the profitability of enterprises, many manufacturers expanded their product range and shifted their attention from the indoor display screens that were more affected to the rise in demand. Outdoor display markets such as public transportation platforms. Secondly, during the epidemic, many stores added posters, videos, and interactive digital signage to create a digital store in order to attract traffic, which also promoted the growth of digital signage demand to a certain extent. In addition, due to the need for prevention and control isolation, manufacturers have been developing products for a longer period of time, so they catalyzed the maturity of display terminal technology during the epidemic. The digital signage terminal displays three display devices: LCD, DLP and LED. These three devices During the epidemic, technological competition promoted the maturity of technology and the decline in market prices, thereby driving the overall market to improve. Industry insiders predict that from 2021, the growth rate of outdoor digital signage display products will gradually exceed that of indoors. With the emergence of new high-brightness products, outdoor display products will have more opportunities to appear in new outdoor application scenarios such as outdoor sports and hotel terraces.

  LCD, DLP, LED competition Who can win in the field of digital signage terminal display?  

• Digital signage is generally a small-size display terminal device that requires close viewing. The advantages of LCD and DLP are small size and delicate display. Therefore, before the birth of small-pitch LED displays, LCD and DLP were the mainstream display terminal products for digital signage. With the improvement of product resolution, small-pitch LED display products began to enter the indoor market and began to compete with LCD splicing walls and industrial projection products. In 2019, LCD and LED direct-illumination display technologies have already met in the "semi-outdoor" market, especially in retail and public places. With the recent years, small-pitch LED display technology has matured and costs have fallen. The price of the product has also started to decline recently.

 

• However, although LCD and DLP occupy some markets of digital signage, the low brightness feature restricts its application in outdoor scenes. Therefore, in order to seize the opportunities of outdoor digital signage, digital signage manufacturers come in to introduce brightness higher than 4000nit and IP protection level higher than 56, but its price is close to or even higher than the price of P2-P5 LED display, and its protection level is far less than the protection performance of outdoor LED display, so the P2-P5 point spacing In the field of outdoor digital signage, LED displays have advantages in price, brightness, and protection performance. However, in the field of small-pitch products with higher pixel specifications, its price advantage is still lower than that of LCD products. Therefore, major companies in the LED industry are trying to reduce the price difference and seize more digital signage market share.

 

• With the maturity of LED display technology and the decline in the price of small pitches, the terminal display market will become more intense and spread to the major fields of small pitches, digital signage, etc., and the competition of major machine manufacturers will also increase. More and more intense. With the current advantages of LCD, DLP, and LED, the three major industries have equal opportunities and equal market. In the future, who can lead the price advantage and technical advantage, it is possible to break out in the field of digital signage and even commercial display.

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