The Current Development of LED Display Industry in the Terminal Market

　　What is the current situation of the first tier market? Does consumption continue to recover or remain sluggish? In the second half of this year, what trend will the market show? Will it rebound at the bottom or continue to fall? As the experts said, the truth of the terminal market of LED display industry will be: pain and joy coexist, and harvest and cruelty coexist for a long time now and in the future.

　　On the one hand, the pattern of "one super and many strong" in the entire LED display industry is becoming more and more distinct. Leading screen enterprises firmly hold the pricing power of the market and the dominant power of consumption, while small screen enterprises with low production capacity and small shipments can only look for opportunities in marginal markets due to fewer distribution outlets and low brand awareness of users; On the other hand, the "low price advantage" that many small and medium-sized screen enterprises used to rely on for survival is no longer available. On the contrary, the cost performance advantage, brand pull and product value of leading screen enterprises are more obvious. More and more rational users no longer rely on low prices.

　　From the perspective of the competition situation and consumer purchasing power in the first tier market, the LED display industry has entered the turbulent cycle of industrial transformation, development and adjustment since five years ago, or even earlier. The biggest feature of this cycle is not the disappearance of dividends and sluggish growth, but the diversification of consumer demand, the complexity of enterprise competition, and the multiple changes in the market pattern. In the same market environment, whether in the traditional display market or in the subdivided fields, "there are manufacturers growing, there are manufacturers falling; there are manufacturers who are fed up, and there are manufacturers who are hungry" are becoming the norm.

　　In the traditional display market, China's manufacturing industry seems to be ushering in a round of "long-awaited" reshuffle, and the LED display industry is no exception. In recent years, as the industry giants have launched one after another active attacks and grabs from the "high, medium and low" markets at different levels: from the comprehensive penetration of low prices, to the grabbing of differentiated high-quality goods, as well as high-end groups. In the eyes of many insiders, the strength and breadth of this reshuffle is obviously "unprecedented" in the industry.

　　In the segmented market, each enterprise is also in a situation of "ice and fire" under the uneven heat and cold. Leading enterprises with products, brands, channels and industrial chains have firmly grasped the wave of market explosion and consumption blowout brought by the new technology of Micro/MiniLED this year. From the Spring Festival to the present, many leading enterprises in the subdivided fields have actively responded to the negative impact of the epidemic, starting from product innovation, marketing reform, channel expansion, enterprise management and other aspects. However, the current situation shows that the effect is not ideal, especially the changes in overseas markets, which have hit many domestic screen enterprises focusing on foreign trade.

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