First, the basic situation of the domestic LED display industry
China's LED display industry started in the early 1990s and has always maintained rapid development. According to the statistics and calculations of the LED Display Application Branch of China Optical Optoelectronics Industry Association and the data provided by relevant domestic institutions, as of November 2008, the number of members joining the China Light Association LED Display Application Branch was 204, and the country has more formal professional production. There are more than 1000 manufacturers of LED display application products, and there are no less than 3,000 enterprises engaged in LED display application products including sales, production and supporting services. By the end of 2007, the number of employees in the industry association members was 16,356. It is estimated that the number of employees in the display application industry with LED display as the leading product is around 30,000. In 2007, the output value was about 7.2 billion yuan. In 2008, the national output value is expected to be nearly 10 billion yuan. According to industry associations, manufacturers account for 6% of the Northeast, 17% of Southwest China and Northwest China, 16% of North China, 41% of East China, and 20% of South China. In 2007, LED display sales accounted for 5.1% in the Northeast, 15.7% in Southwest China and Northwest China, and 14.5% in North China. East China accounted for 30.8%, and South China accounted for 33.8%. It can be seen that from the industrial layout, our LED display industry is mainly concentrated in East China and South China. The total size of products in these two regions accounts for more than 60% of the country. In 2008, due to the Beijing Olympic Games, the proportion of sales in North China is expected to increase significantly in 2008.
Second, the characteristics of industry development
(1) High-speed development in 2007 and 2008
Due to the rapid development of China's economy and the hosting of the 2008 Olympic Games in Beijing, the LED display industry has achieved good development opportunities. The industry as a whole has experienced significant growth compared to the previous years. In 2007, the growth rate exceeded 40%, which is the largest increase in recent years. The growth rate in 2008 is expected to be no less than 40%, which fully shows that China's LED display industry has developed rapidly in 2007 and 2008.
(II) Continuous improvement of display technology and continuous improvement of quality
LED technology and computer technology and electronic technology have advanced by leaps and bounds, and LED display technology has also shown rapid development. The color of the display screen is popular from single and double color to full color. The display content is converted from text picture to video real-time display. The display control technology develops from single screen to network, and the display shape develops from plane to face. The domestic advanced level of display and the quality of the international brand level are similar, and most of the technical indicators of domestic mainstream products are close to international brand products. However, the display MTBF, refresh rate, brightness uniformity, shell protection level, safety requirements, EMC, product quality certification, especially the product process and the international brand products have a considerable gap. In the past two years, especially the related projects of the 2008 Beijing Olympic Games, not only the technology has been greatly innovated, but also the quality of the display has been greatly improved. The quality of domestic first-class products has approached or exceeded international brand products.
(3) Product export growth year by year
In recent years, the proportion of product exports in the national LED display market sales has gradually increased. In 2008, exports accounted for less than 15% of sales. In 2007, the export of member companies of the industry association reached 1.15 billion, accounting for 20% of sales. In 2008, the export of industrial display screens is expected to exceed 2 billion.
(4) Vigorous internal competition and unfavorable external environment
The investment in fixed assets of LED display enterprises can be relatively small, and the demand for liquidity is not large. The industry has basically formed a supporting industrial chain, so it is relatively easy to get started. There are many new members joining the industry every year. Due to product homogeneity and technology assimilation, most SMEs have no core competitiveness, and the industry eventually forms a price war. In particular, domestic bidding projects often involve more than a dozen companies, and the price is viciously competitive, making it quite difficult for a considerable number of enterprises to be in a difficult position. The display sales settlement method is different from electronic products, which is similar to engineering projects, which makes it difficult to collect money. Therefore, nearly 100 companies close each year. The international financial crisis in 2008 has also brought great influence to the domestic economy. The investment in advertising will be reduced, the investment in outdoor display will be cooled down, and the relevant government departments will strengthen the management of outdoor advertising, making the outdoor display in the second half of 2008. Sales have declined, so the industry output in the fourth quarter of 2008 and 2009, especially the outdoor full color screen, will have a considerable decline. At the same time, the disappearance of the 2008 Olympic effect brought great difficulties to the development of the display industry in 2009. However, statistics in recent years show that the Matthew effect among enterprises has been formed. In 2005, sales of enterprises with sales of more than 100 million yuan accounted for 33% of the national total. In 2006, they rose to 43.2%, and in 2007 they rose to 46.7%. Will exceed 50%, therefore, fierce internal competition and unfavorable external environment will bring challenges to enterprises, the Matthew effect of the display industry will be more prominent.
(5) The industry has formed a supporting industrial chain
The LED display industry belongs to the electronic equipment manufacturing industry. Most of the early companies were founded by scientific research institutes and scientific and technological personnel in colleges and universities. The company chose to use LEDs and electronic components to develop, design and produce LED displays. From the development of control systems, the design of molded shell molds and cabinets, to the processing and production of semi-finished products by themselves, it is a typical Chinese-style self-sufficient production model. In recent years, with the development of the industry, the industry has gradually formed an obvious division of labor, and has specialized in producing LEDs, switching power supplies, integrated circuits, molded cases and chassis parts for display; system development with professional R&D control systems. Business; there are professional production modules, module processing enterprises. Many small companies in the early days of the industry have evolved into non-productive companies such as LED display sales, installation, and repair services. The formation of the industrial chain has promoted the development of the industry. Firstly, the promotion of LED display screens has been popularized. As long as the corresponding components are purchased, it is easy to assemble into a display screen, which has cultivated many sales-oriented enterprises. Secondly, the production cost is greatly reduced, and the display is high due to the high labor productivity of professional production. In the case of domestic production materials and labor productivity, the price is still falling. Third, the quality of the display has been greatly improved. Due to professional production, the quality of the products has changed greatly from the earlier workshop-type production, especially The formation of professional control system developers has made the domestic small enterprise's control system level have a big leap. At the same time, the formation of the industrial chain has also brought negative impacts on the industry. The industrial chain makes it easy for small businesses to form, and the increase in small businesses has intensified competition in the industry. Many small and medium-sized enterprises participate in the industrial chain, stop their own product research and development, make the general product technology in the industry similar, quality homogenization, products have no features, but the formation of LED display industry chain is the market needs, and will get further Development and improvement.
(6) LED display standards and intellectual property rights
The current industry standards for the display industry include the "General Specification for LED Display" and "Test Method for LED Display" issued by the Ministry of Information Industry. The "Specifications for Display Screens for Sports Venues" is under review. In addition, the relevant application areas have also developed relevant display application standards, such as the National Sports General Administration's "Sports Equipment Requirements Level Inspection Method (Part 1: LED Display)", and the Ministry of Railways' Passenger Guide LED Information Display Standards, the Ministry of Communications's "Variable Information Board Standards for Expressways", "High Speed ​​Variable Speed ​​Marking Standards", and the "Urban Traffic Guidance Reporting Standards" of the Ministry of Public Security, etc., which constitute the standardization system for LED displays in China. The basic framework plays an important role in regulating market development and promoting industrial upgrading.
The awareness of intellectual property protection of companies in the industry is also constantly improving. According to the incomplete statistics of 127 member units in 2007 by the LED Display Application Branch of China Optical Optoelectronics Industry Association, in 2007, the industry applied for 212 appearance and utility model patents and 44 invention patents; and obtained 169 appearances and utility model patents. 11 invention patents; 67 software copyright registrations; 65 software copyright registrations; 54 registered trademarks and 29 authorized trademarks.
Third, the LED display adds color to the Beijing Olympics, and the domestic advanced level can compete with international brands.
The Beijing Olympic Games has attracted the attention of the global audience. One of the most eye-catching is its extensive use of LED display products. China's LED display industry is the Olympic Games and adds color to the country. The opening ceremony of the Olympic Games, the five-ring, the LED display of various Olympic venues, the LED display of many Beijing Olympic Cultural Squares, the subway, company, building, traffic guidance and other display screens of the Beijing Olympic Games are all in our industry. Enterprise development. According to incomplete statistics, only members of the industry association provided LED display products for the opening ceremony of the Olympic Games, providing nearly 20 LED displays for the competition venues, providing nearly 50 LED displays for the Olympic Center and Olympic Cultural Square, providing near 200 display screens related to public transportation in Beijing. The 2008 Beijing Olympic Games is not only a grand event for the sports industry, but also a grand event for LED display application products. The number, scale and technical level of LED display products used in the Beijing Olympic Games have reached an unprecedented new stage. The domestic display of the Beijing Olympic Games fully proves that the advanced level of domestic first-class enterprises can also compete with international brands.
Fourth, accelerate the development of China's LED display industry recommendations
Although China's LED display industry is developing rapidly, there is a certain gap between the technical level and manufacturing technology level in the industry and the international advanced level. The main reason is that most enterprises lack the core technology and industrialization scale with independent intellectual property rights. LED light-emitting tubes (dies) are imported, and most of the display products are mainly medium and low-grade. Small and medium-sized enterprises, especially small enterprises, account for a large proportion, and domestic LED display exports are mainly competitive with price advantage. To make the following recommendations:
(1) Strengthen communication with the government and strive to increase government support
The state currently has little support for the LED display industry, and the ability of enterprises to obtain relevant support from the state is relatively weak. Therefore, industry associations and enterprises must strengthen communication with the government and strive for state support for industry and enterprises. The local government's optoelectronic development park should use guidance and macro-control measures to attract and fund well-established enterprises and focus on them, and form a corresponding production chain.
(2) Strengthening the construction of industry standards and establishing a scientific basis for judging quality
Standardization work plays an important role in regulating the market, improving the quality level of the industry's products, and promoting the overall development of the industry. To this end, it is necessary to strengthen the construction of industry standards and improve the "General Specifications", according to the National Information Industry Ministry during the fifteenth period flat panel display standard proposal project , formulate corresponding technical standards. These include standard for display screens for various purposes, standard for off-screen displays, and acceptance criteria for engineering installations. Through the standard specification market, the products are formed into different grades to meet the different needs of different occasions, and at the same time, the unqualified products can not survive and the industry develops healthily.
(3) Enterprises should strengthen cooperation with upstream and downstream
LED display products involve materials science, optics, computers, television and electronics. Therefore, the industry is strengthening its cooperation with upstream and downstream enterprises and scientific research units, and making full use of existing scientific research results to accelerate the technological progress of the display industry.
(4) Enterprises must increase technological innovation
Innovation is the premise of a company's long-term survival. The industry shows similar technology and homogenization of products, resulting in no core competitiveness. Therefore, enterprises, especially large-scale enterprises, must increase investment in technological innovation, so that enterprises continue to form technological innovations, thus creating new economic growth points.
Although the display industry faces various difficulties, opportunities and challenges coexist. Looking to the future, the future of the display industry will be more brilliant!
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