We all know that each industry develops in a certain order, which we call the industry life cycle surface. The life development cycle of the industry mainly includes four development stages, from childhood, long life, to sophistication and then to decline. The same is true for the LED display screen industry. After years of development, the LED display screen industry has joined the new stage of development. We might as well clearly experience that the industry has joined the highly sophisticated stage of development. In this generation, the increase rate of shopping malls is not high, the increase rate of needs is not high, the skills have been experienced, the industry characteristics and industry competition scenes are particularly understood and quiet, the buyer's shopping malls have emerged, the industry balance ability has fallen, the reclamation of new products, new skills and new application scope is more difficult, and the barriers to industry entry have become higher. In this baptism, the stronger the strong, and the weaker gradually withdraw from the mall, where should the large general screen enterprises still wandering in this famine go?
1 Forest principle: the industry is increasingly disintegrating
The core of the development process of each industry, and the forest of the survival of the fittest is a long-term center. Recalling the process of industry development in recent years, Huaxia LED display screen industry has experienced a severe baptism in the process of property. A number of industry pioneers have become martyrs, a number of powerful enterprises have stepped to the top of the pyramid by talking about their capital, and many LED display screen enterprises are still at the edge of survival. On the one hand, in the process of speeding up the industry, the miserable game of survival of the fittest; On the one hand, the shopping malls need to increase the feast and the opportunity (encounter) to "grab a place" from the new one. Enterprises and shopping malls will continue to perform ice and fire.
According to statistics, since 2015, the scope of global LED display screen shopping malls has continued to increase quietly. In 2019, the scope of global LED display screen shopping malls will reach US $5.6 billion, and it is estimated that global LED display screen shopping malls will reach US $9.349 billion in 2022. Even though the prospect of the shopping mall is particularly visible, it also means that the competition of LED display screen shopping malls is more fierce. Under the situation that the shopping malls continue to increase slowly, the LED display screen shopping malls are becoming more and more drum and gradually form a red sea shopping mall, and the growth of LED display screen shopping malls is limited. In the past, the first-line brand enterprises represented by listed companies continued to make efforts in production line, channel teaching and brand building, with ten obvious advantages. However, with low financing and anti hazard ability of small and medium-sized enterprises, the product co-ordination situation is serious and lack of competitiveness. Under the continuous downward trend of macro economy, it will be difficult for some small and medium-sized enterprises to cross this threshold. With the filtration of small and medium-sized enterprises, the industry materials will be further swallowed up by powerful large enterprises. Under the situation that the transactions of large enterprises urgently need to be expanded, M & A and cross-border will become an obvious way for LED display screen enterprises to exaggerate the scope and explore costs in the future, and will continue to erupt for a long time and become the norm.
2 Two obstacles: slow skill innovation and incomplete industry scale
In the past, in the process of rapid prosperity of the industry, in addition to the advantages of complete private property chain and low creation cost, the technical threshold of the more crucial industry is relatively low, and the mass led display screen products are easy to be imitated, so that the weak innovation on the premise of imitation is not mixed. After foreign innovation, foreign marketing and cheap, It is more and more easy to usurp the market share. However, with the huge development of the domestic LED display screen industry, whether in shopping malls or skills, other foreign-funded enterprises do not have the meaning of learning. Domestic screen enterprises can only ask for the future through their own skills innovation, so as to fall into the "no man's land" of development, and do not learn and refer to relevant images. Therefore, the technical innovation and iteration space of LED display screen industry is becoming smaller and smaller, and the emergence probability of innovative products is becoming smaller and smaller.
At the same time, the formulation of industry scale has been put on the agenda by more and more enterprises, associations and societies. As the saying goes, "third rate enterprises sell products, second rate enterprises create brands, and first-class enterprises establish scale" began to take root in the industry. After a long time, the price war in the industry has formed a cluster of chaos in the industry. Because of inconsistent scales, some enterprises break through the bottom line step by step in order to make huge profits, sell low-quality products at ultra-low prices, further pollute the muddy water of the price war, and exaggerate the shortcomings of the price war, so that the product prices often fall low, damaging the benign development of the industry. Inconsistent industry standards are one of the key reasons that hinder the continuous development of LED display screen industry.
3 Cross border development and differential change have become the norm of the industry
If it does not break out in silence, it will die in silence. Screen enterprises that touch and roll in the LED display screen industry will not easily quit or give up. If enterprises want to win better and greater exhibition space, cross-border mixing is a particularly good adoption. Cross-border exhibition was not a novelty in the LED display screen industry. In addition to cross-border cultivation of property, cross-border sports property exhibition is also a common thing. Naturally, from the scope of LED display screen to another unfamiliar scope, the implementation of a series of processes from product reclamation to bedding canal and then to tree building reputation, the remaining hazards are often unexpected, and all kinds of situations are likely to break out. This requires screen enterprises to have accurate inference power and the ability to deal with all kinds of situations.
In addition, in addition to cross-border development, the difference change lecture is still the confluence lecture widely used by large screen enterprises. How to win the bid for innovation in "all living beings" and become the leader of the industry to attract the attention of the masses. Occasionally, it has become a "circulation trend" that can not be hindered by LED display screen enterprises. At the end of the investment cooperation, the consumption needs of shopping mall customers and the poor segmentation of customers with different scope and class have become the breakthrough of many manufacturers. In fact, this is also a way to customize the LED display screen. The difference is that we can further subdivide the customized products into typical segments and adjust the segments from a more professional and industrial level. We can not only popularize the satisfaction and sincerity of customers, but also greatly popularize the poor change degree of products and brands, Bring a series of competition advantages to enterprises. However, the product positioning is poor. The demand for product R & D skills, process creation, after-sales service, mall start-up strategy and enterprise control of screen enterprises is also higher, and some high-end projects show their names and ask for professionalism. Therefore, screen enterprises can better surpass the start-up outlet only by connecting their own more forces, The industry adjusted and stood firm in the tide.
In fact, no matter what a sophisticated industry, opportunities remain for a long time. Just as in the years when Microsoft's system led the world, Apple could still rely on technology and innovation. So, at the moment when the LED display screen is still mixed, what is the reason for us to complain about "time is not with you"? At present, although provocation exists, it is not tired of opportunities. Although the so-called turbid world produces heroes, we can't rely on the answer of a scale about where Yu screen enterprises should go next. However, we also believe that many LED screen people have already been established. 2020 is coming, and what new format will emerge in the LED display screen industry? Let's wait and see.