Today, if we want to talk about the development of the LED display industry, we can't bypass the small spacing. In 2015, the hotness of the small pitch made the whole industry scream. In order to carry out a new all-round interpretation of the current development of small spacing, we specially invited Yuan Zheng, the manager of the Optoelectronics Marketing Department, to discuss the current development and future direction of the small spacing.
reliability
For small pitch products, as the dot pitch is reduced, the number of lamp beads is greatly increased, which poses a challenge to the reliability of small pitches. What is the reliability of the current small-pitch products? Is it possible to achieve the requirement of a small pitch for one-millionth of the "missing efficiency" of the lamp bead? In order to continue to improve the reliability of the product, which direction does the enterprise need to work hard?
At present, it is basically impossible to achieve, and it is said that it is also a propaganda gimmick. I think that to improve the reliability of small pitches, we must first improve the circuit design capability of the PC board. Because the smaller the lamp bead, the more precise the circuit of the PC board is required, the poor design will cause the display to be short-circuited. The other is to improve the technical level of small-pitch buyers and select quality parts and materials.
service
Similarly, the small spacing of hundreds of thousands or even millions of lamp beads per square meter places higher demands on the service of small pitch manufacturers. Do you think this is a challenge? How should companies respond? Does your company have a better solution?
For small spacing, our company does this. First, we are equipped with some spare parts. The so-called spare parts here refer to the quick backup of the display screen per square meter. When a certain module fails during the use of the display, the customer can replace it in time. Second, increase maintenance personnel and improve the service awareness of maintenance personnel.
technology
The ideal small pitch product needs to achieve the "low light, high gray and high brush" display. What technical problems exist in the current small spacing? Is there a technical threshold? In addition, what do you think of the small gap "over-technology"?
There are still some difficulties in technology, but the key is cost. At present, although compared with liquid crystal and DLP, because of the engineering project, the dead light rate of small pitch dead lights is relatively high, but the market acceptance of small pitch is still relatively high, so only the cost is reduced, and the small pitch is more. Great development space.
Now is not a technology surplus, but in the end it is still a cost issue. As we all know, the proportion of lamp beads in the small-pitch display is relatively high. At the same time, the cost of the lamp bead is more than 50% of the cost of the screen. Therefore, under the premise that the price of the lamp is relatively high, a small spacing of one square meter may require 20 Between 30,000 and 30,000, the customer can't accept it for a while, so the small spacing of P0.8 can't be applied on the market in large scale.
price
With the maturity of technologies involving small spacing, especially in the technology of lamp beading, the price of small pitch is gradually decreasing, and the profit margin is also narrowing. How do you think about the price of small pitch and the decline of profit? You think this Is it a long-term development trend?
I think it is a long-term development trend. Because the current low-pitch technology has low barriers and high profits, many manufacturers are playing price wars, resulting in a gradual decline in the price of small-pitch and a narrowing of profit margins. However, I feel that the profit of small pitch can still be maintained for two to three years. After two or three years, the small spacing should be developed to the outdoor screen, when the price is lower and the profit margin is narrower.
application
From the current market application, the small spacing is still "commercial is king." Do you think that the small spacing will develop in the civilian market in the future? How big is this market space?
I think the LED display itself is not suitable for the civilian market. First of all, it will not be as stable as LCD. LCD can be used for two to three years without any failure point, but small spacing may occur for 3 months, which is true for some people who are pursuing perfection. A hard to accept thing. Moreover, it is often a problem whether it is a customer's after-sales service or a manufacturer's repair. Secondly, because of the large area, the small spacing is relatively large.
Market segments
From the perspective of small-pitch products, small-pitch advertising machines, small-pitch TVs, and small-distance rental screens have sprung up. How do you view the development of these small-pitch "segments"?
For the rental screen industry, small spacing does not make much sense. Because the small spacing itself is relatively fragile, it is much more damaging to move it. Moreover, the denser the lamp, the protective mask of the product can't be done. For an industry with a relatively strong liquidity, the damage of small spacing is self-evident. In my opinion, the small spacing of P2.5 can be used, and if you are small, there is absolutely no need.
For small-pitch TVs, it is still impossible to enter the civilian market. The small-pitch TVs we have done before are basically applied to video conferencing.
The market for small-pitch advertising machines is relatively large, because some advertising machines can be placed at airports and 4S stores.
Market structure
From the perspective of the small-pitch market pattern, in 2015, the overall market participants reached more than 30 scales, and the industry concentration decreased compared with 2014. How do you think about the decline in industry concentration? Do you think there will be more participants in the small-pitch market in the future? What is the future industry pattern?
More companies will enter the LED display industry in the future. In 2013, only Liard, Chau Ming, and Lianjian were making small pitches; by 2014, Ai Biessen also joined the small pitch industry. In the past two years, some foreign companies have begun to cross-border LED display, such as Wei Chuang; some upstream companies have begun to develop in the direction of small spacing, such as Dongshan Precision, which was originally packaged. In my opinion, the reason why there are so many enterprises to enter, in addition to the lower technical threshold, high profits and broad market development space is the main reason for enterprise entry. The future industry pattern is still based on resource integration and mergers and acquisitions. In general, it is the big ones, the big companies are constantly strong, and the small enterprises are slowly being eliminated.
Outdoor small spacing
Driven by small indoor spacing, outdoor small spacing has gradually developed in recent years, and has been widely used in the P4-P10 small-pitch market, and the minimum point spacing has also exceeded P4.0. Do you think that the outdoor small spacing will continue to develop in a smaller pitch? Are you optimistic about the development of outdoor small spacing?
As far as I know, the current outdoor small spacing has exceeded P3.9, but it can be made without necessarily buying. I think that the outdoor small spacing will not develop in a smaller direction, because the viewing effect of the outdoor display is related to the line of sight, the general display can meet the viewing needs of the audience, so it doesn't make much sense to do small. Moreover, the smaller the pitch, the worse the luminous intensity of the outdoor small pitch.
Small pitch and VR/AR
Due to the limited market size of the LED display industry itself, with the development of somatosensory interaction, virtual reality and other technologies, it is expected to be combined with small spacing to open up more application markets. Are you optimistic about the integration of somatosensory interaction, virtual reality and other technologies with small spacing? In addition, what do you think about the development of small spacing?
In fact, the display industry has always been involved in somatosensory interaction, virtual reality and other technologies, but our LED display manufacturers have been considering whether to enter the industry. Because LED display manufacturers, in order to do this technology, will involve many areas, the product line may be very long. At present, Lianjian is working with system companies to do 3D technology, one is left and right eye 3D, and the other is interactive 3D.
OLED challenge
As OLED technology continues to mature, OLEDs will inevitably compete for the indoor LCD application market in the future. Do you think OLEDs pose a threat to small spacing? In addition, what challenges will the development of small pitches face?
OLED is not too big because of its own technology restrictions, it is mainly used in windows and boutiques.
Spacing will be a difficult problem for the development of small pitches in the future. Although small pitches can now achieve P0.7, there are only products and no market.
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