The international development of LED display

Export advantage

Cost advantage

Since the birth of the full-color display, the development of China's LED display industry has been changing with each passing day. According to the statistics of LED Display Application Branch of China Optical Optoelectronics Industry Association, the total annual sales of LED display application market in China reached 25.3 billion yuan in 2012, an increase of 15% compared with 2011. The rapid development of the industry has spawned a mature and complete industrial chain, and at the same time stimulated the production momentum of domestic enterprises. Whether it is from the industrial scale or employees, the development of China's LED display industry is basically mature.

At the same time, China's basic national conditions determine the cost advantage of display products. On the one hand, China is a country with a large population, and the labor cost is significantly lower than that of foreign countries. On the other hand, the current situation of manufacturing has greatly reduced manufacturing costs. According to statistics, the average foreign wage is about 7 times that of China. If other costs are assumed to be the same, only the labor cost, the overall cost of domestic displays is 17% lower than that of foreign countries. The gap between domestic and foreign products, such as empty box, steel frame and PCB board, is relatively large. Together with the overall design cost, the cost of domestic products is about 30%-50% of foreign products. In addition, the export tax rebate rate applicable to China's LED full-color display products has been raised from 13% to 14% since December 2008, and has been raised from 14% to 17% since June 2009. The facts show that low cost has greatly improved the competitiveness of domestic products.

In addition, the use of domestic lamp beads has also greatly reduced the cost. From the cost structure of domestic LED display screens, the largest proportion of them is LED lamp beads . Domestic display companies mostly use domestic LED lamp beads, or package their own LED lamp beads, while foreign companies such as Barco and Daktronics use the lamp holders of international manufacturers (Nichia and Cree). The data shows that the price of LED lamp beads in China is about 1/3 of that of international manufacturers. Therefore, the cost advantage of display screen is obvious.

Technological development

At present, the level of LED display technology at home and abroad has been basically the same. The core components and key components of LED display screens have been continuously improved in recent years, providing important technical support for the technological advancement of LED display.

The LED chip's luminous intensity and luminous efficiency continue to rise, the reverse leakage current is better controlled, and the antistatic ability is further enhanced. The electrostatic damage problem that has long plagued the LED display has been solved. Switching power supply is a key component of LED display. With the industry's awareness of purifying the power grid and electromagnetic compatibility, power factor active compensation (PFC) has been gradually applied, and synchronous switching technology with high conversion efficiency is applied in switching power supply. SR) is also expected to gain popularity in the industry. In terms of driver ICs, low-voltage drop-off energy-saving driver chips, support for time-sharing multi-tasking scan driver chips, and pre-charge FET-type driver chips that can reduce ghosting greatly improve the visual performance of the display and expand the application prospect of the display. In terms of control technology, 19bit products have entered engineering applications; brightness uniformity correction, from early module uniformity correction, to point-by-point uniformity correction ten years ago, and now through image processing methods due to poor mechanical assembly The bright lines and dark lines are visually corrected, and the various brightness correction control technologies of the LED display are almost omnipotent. Drive refresh, with the increase of the operating speed of the semiconductor driver chip and the continuous improvement of the driving refresh mode, the LED display can realize no flicker, no retrace line and no water ripple under the camera.

Technological innovation has brought about continuous innovation in the form of LED display application products, and has also brought overall improvement to the technical level of China's LED display industry. From a technical point of view, China's LED display screens are fully capable and capable of meeting the requirements of high-end display technology. The important reason for moving to the international stage is attributed to the development of technology.

Broad overseas market

LED display applications are widely used and have formed a vast market all over the world. From 2010 to 2014, the global LED full-color display market will maintain a compound growth rate of 30.43%. It is expected that the market size will increase to US$9.55 billion by 2014.

In addition, the LED display screen has an export space of about 60 billion yuan, which is enough to support the rapid development of enterprises. Judging from the regional distribution of overseas markets, the regions with the largest export of LED displays in China are mainly distributed in Europe, America, Japan and Southeast Asia, and the BRIC countries (Russia, India, South Africa, Brazil) are also important export regions.

Export status

Featured enterprise

The development of LED display export business has spawned a group of enterprises with export as the main business direction, and also created a good profit rate and overseas reputation for some enterprises. From the perspective of end customers and downstream applications, Alto Electronics, Ai Biesen, Chau Ming Technology, Lian Jian Optoelectronics, and Liad have all undertaken a large number of large projects. Especially in the world-famous international competitions and events, China's LED display products can always stand in and attract attention.

Alto Electronics

The market for Alto's LED display applications is more sporting. According to Yang Sihua, the chief executive of Alto, “Where is the brand of sports events? Where is the most relevant equipment in the domestic financial electronics market, most of the company’s leading products are exported abroad, especially in the high-end market in Europe and America. Market share. Alto Electronics is far ahead of its peers in the highly competitive LED display application industry, and brand internationalization is one of the most critical factors."

Alto's overseas marketing methods are mainly direct sales. At present, it has successfully cooperated with the world's top sports event media operators and the largest outdoor advertising companies, and has established many typical cases, such as the LED display project of London Railway Station and the LED of Paris Charles de Gaulle International Airport. Projects, etc.

Abbyson

Ai Biessen is one of the companies with clear export positioning in the domestic LED display enterprises. The company's products have strong international competitiveness, and the overseas market is an important part of the company's sales. According to relevant information, in 2011, Abbyson The LED display and other products have been sold to more than 110 countries and regions around the world, and the overseas sales revenue reached 274,935,300 yuan, accounting for 66.23% of the company's main business income. Overseas sales are mainly neutral packaging, followed by dealer ODM OEM production mode.

In addition to sports venues, Abbison’s overseas projects are the most prominent alliance with the world’s top auto exhibitions. Since the cooperation with Mercedes-Benz in 2011, Abbyson has become the prime display provider of Mercedes-Benz. In 2013, Ai Biesen succeeded in creating a stylish and atmospheric modern exhibition stand for Lamborghini.

Chau Ming Technology

Recently, the Sochi Winter Olympics focused on the eyes of people around the world, and the black screen of the display screen at the opening ceremony was once heated up. Some reports pointed out that the screen was made by Zhou Ming, and then Zhou Ming Technology issued an announcement stating that the continent The product provided by Ming Technology's subsidiary Redio for the opening ceremony of the Sochi Winter Olympics is the 216 lamppost idea in the center of the stage. It is not the big screen used for the countdown. According to the survey, the big screen of this strike at the crucial moment is fundamental. It is not "Made in China."

It is not the first time that the display products of Chau Ming Technology have appeared in major overseas events. Especially since 2012, the high-density small-pitch LED display independently developed by Chau Ming has won many overseas orders.