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"At present, the LED display industry is in a mature and stable development stage, and external funds are no longer optimistic about this over-saturated industry." Gao Gong LED CEO Dr. Zhang Xiaofei made such a judgment on the current LED display industry situation.
According to statistics from the High-tech LED Industry Research Institute (GLII), the output value of the LED display industry in mainland China in 2012 was 24.1 billion yuan, a year-on-year increase of 10%. Overall, the growth rate of the mainland LED display market has slowed down, and the compound annual growth rate will remain at 10%-20% in the next two or three years.
Faced with slower growth and market saturation, many LED display companies have already begun to actively explore new ways to get rid of the low gross profit margin and break through the dilemma of enterprise development.
Gathering LED lighting transformation
"In the past two years, the development of the display industry was too hot. The mainland market has reached a certain saturation state, and the profit margin is very transparent. Now most display companies are beginning to transform into LED lighting. This is a big trend."
Pang Guiwei, chairman of Shenzhen Tongpu Technology Co., Ltd. (hereinafter referred to as "Tongpu Technology") told the reporter of "High-tech LED".
In 2012, Tongpu Technology, a private enterprise that mainly exports LED displays, began to transform LED lighting. In the first year of testing the water market, its LED lighting sales exceeded 80 million yuan.
“In 2013, our LED lighting sales target was 160 million yuan, which will exceed the performance contribution of the display for the first time.â€
Another LED display exporter, Shenzhen Easystar Electronics Co., Ltd. (hereinafter referred to as “Easyâ€), also launched its LED lighting market in 2012.
"Last year, we began to expand the LED lighting business, which is currently in its infancy. In 2012, the company's LED lighting contributed about 2 million yuan in revenue, accounting for less than 10% of total revenue." Yi Shida Marketing Director Lei Yu The reporter revealed that the company plans to increase the annual sales of LED lighting to about 200 million yuan within two years.
Lei Yu said that in 2011 and 2012, after a violent shock, the profit margin of the LED display industry was severely squeezed, and many display manufacturers are diversifying their business to pass on low gross margin risk. Get new profit growth points.
The reporter noted that several mainstream display manufacturers, including Lianjian Optoelectronics, Chau Ming Technology, and Liard, have long been tempted by the LED lighting market. But the specific ways of business expansion and transformation are not the same.
Beijing Liad Lighting Technology Co., Ltd., a wholly-owned subsidiary of Lia De (SZ.300296), which was established in December 2010, contributed revenue of approximately 10.44 million yuan to its LED lighting business in 2012.
Other listed companies listed on the display of LED lighting through holding or shareholding.
Chau Ming Technology (SZ.300232), through its holdings of Shenzhen Anjili Optoelectronics Technology Co., Ltd. and Huizhou Zhouming Energy Saving Technology Co., Ltd., participated in the expansion of its LED lighting business with Zhongrunpu (Beijing) Energy Technology Co., Ltd. In the first half of 2012, the revenue of LED lighting products of Chau Ming Technology reached 24.87 million yuan.
In addition, Lianjian Optoelectronics (SZ.300269) has already established LED lighting "lighthouse plan" two years ago.
Alto Electronics (SZ.002587), which focuses on the development of LED video display systems, also involves LED lighting business. Although the temporary contribution is not significant, from the perspective of business layout, Alto Electronics still has high hopes for LED lighting.
"Advertising Screen Change" Solver
Although various display companies have made concerted efforts to LED lighting, they still can't afford the main business of the display. To stick to it, you must make a fuss about the word "change". In addition to the product, the marketing model is even more crucial.
“After falling into the low gross profit margin, many display companies are exploring new sales ideas. For example, companies represented by Lianguang Optoelectronics and Xi'an Qingsong Technology have begun to get involved in the advertising media business to drive performance through the use of ads to replace the display screen. Pang Guiwei admits that the days of display companies are not good now, and they will only go bankrupt without changing the sales model or finding a new way out.
In June 2012, Lianjian Optoelectronics used the over-raised funds of 91.91 million yuan and the natural person Liang Qinyu to establish a joint venture culture (Beijing) Co., Ltd., dedicated to building a national urban landmark outdoor LED advertising network. In the 2012 annual report of Lianjian Optoelectronics, more than 40% of the company's customers are currently from the advertising media industry.
“Learning culture has suffered losses last year, but advertising screen change is a new sales idea. If you manage it properly, you can still make double money, sell display screens once, sell ads and earn one more time.†Chairman of Liard Optoelectronics Li Jun seems to be interested in this sales model. "At present, the advertising screen change is still in the experimental stage, and the investment return period is long, but its potential opportunities are still very large."
The reporter learned that the number of LED display advertisements for the joint operation of the linked culture has exceeded 100. The advertising paving points cover 14 provinces including Guangdong, Jiangsu and Zhejiang, and 3 municipalities directly under the central government of Shanghai, Chongqing and Tianjin, with a total of 35 cities. At present, the prototype of the national LED advertising network has been initially formed. It officially entered the trial operation in January 2013, and some customers began to advertise on the LED advertising network.
In addition, large media companies, including Tulip Media and Phoenix Metropolis, have recently built LED advertising network covering major cities.
However, Shi Yaozhong, general manager of Shenzhen Ruituo Display Technology Co., Ltd., has different views on this.
In his view, display companies must selectively develop this market according to their own strength, and conduct full research on media companies and their advertising operations capabilities to reduce investment risks.
"At present, the LED display advertising business operated by these advertising media companies does not really make much money. If the display fails to bring profits to the advertising media company, or the display screen has quality problems, it is difficult for the display company to lose money. Shi Yaozhong said frankly.
Industry pattern differentiation
However, for a group of old and medium-sized LED display companies, especially those that suffered from the capital chain in 2012, the transformation of LED lighting and the expansion of advertising media business seems to be somewhat difficult.
"Display enterprise transformation LED lighting needs a lot of capital and technology research and development as a support, not all enterprise transformation lighting can be successful, blind transformation will only bring greater risks to enterprises." Shenzhen Lixiang Huike Optoelectronics Technology Co., Ltd. Company director Chen Wei said that the company will continue to focus on the LED display field. Although the market size is not growing fast, the display market environment is not as bad as expected.
Xu Chenai, general manager of Shenzhen Decai Photoelectric Co., Ltd. also believes that the transformation of LED lighting is not the only way out for display manufacturers.
"Improve the technological innovation of products, break through the marketing model and even have great opportunities to expand to second- and third-tier prefecture-level cities. It is not necessary to transform LED lighting." Xu Chenai told reporters that the company does not have much energy and funds to expand. LED lighting business, the focus of future revenue will still be in the field of display.
“The marketing model of the display industry is mainly based on engineering, while LED lighting needs to re-expand distributors or distributor channels.†Huang Shuiqiao, general manager of Fujian Jingcai Optoelectronics Technology Co., Ltd. said that for small and medium-sized enterprises with financing difficulties, lighting Channel shortcomings may be the elbow. Many display companies are busy transforming the LED lighting business, but in fact their sales channels are not well planned, and even the general channel direction is ambiguous.
An industry insider told reporters that in general, the LED display industry has developed to the present, and it is basically mature. In the future, the LED display industry may be divided into two camps.
The first camp consists of several leading display companies, occupying a major market share; while the second camp is a small and medium-sized enterprise with distinctive advantages, focusing on market segments.
The above-mentioned people believe that small and medium-sized display companies must create products with unique competitiveness in order to gain a place in the future market competition. 
[Source: LED Engineering's "LED Research Review" magazine May issue of reporter / Wang Rong] only after after the "winter", LED display industry seems to settle, but discontinued, closed down, funding strand breaks shadow still marching orders no Going, the market situation faced by display companies is still grim and the prospects are worrisome.