In recent years, with the expansion of LED display application scenarios and the implementation of Mini/Micro LED technology, LED displays have increased their share of the commercial display market, attracting traditional companies such as BOE, HIKVISION, Dahua, Apple, and Changhong. , Hisense and other industry leaders entered the game. Will the LED display market, which has been deeply involved in price competition, be divided by the big players and become a cross-industry grabber?

　　 use the LED display as a springboard

　　 Firmly control the right to speak in the commercial display market

In 2019, the chairman of BOE announced the news of joining the Mini/Micro LED army, which stirred up waves in the industry with one stone, because BOE is another interbank LED display after Haikang, Dahua, GQY, Changhong, Hisense and other companies. Traditional enterprise of the screen. According to incomplete statistics, up to now, including BOE, Apple, Huawei, Foxconn, Haikang, Dahua, Univision, GQY, Changhong, Hisense, TCL and more than 11 companies have used small pitch and Mini/Micro LED, respectively. Entered the LED display industry. Then the question is, LED display is only a tens of billions market so far, why can it attract giant companies that can generate tens of billions of revenue to enter the game? The answer to all this can be found in the Mini, which the chairman of BOE announced to join /Micro LED's interview, take a closer look.

In an interview, Chen Yanshun, chairman of BOE, said that because LCD has little future development, BOE will stop investing in LCD production lines, and the company's resources will focus more on OLED, and the outbreak of Mini LED and Micro LED in the next two or three years field. As the largest panel manufacturer in my country, BOE not only has a deep understanding of commercial display, but also has a keen sense of knowing the development of the industry. It believes that in the future commercial display field, the development prospect of LCD is uncertain, while Mini/ Micro LED is more promising and worth investing in. Once, because of its excellent imaging effect, display screens have dominated the commercial display industry in splicing large screens, TVs, monitors, mobile terminals and other display scenarios. At the same time, with the widening of LCD and DLP application scenarios, for example, the joints of the large splicing screen composed of the two cannot be eliminated, the impact of outdoor use, and the short service life are gradually becoming prominent. At this time, the LED displays that can solve these pain points, seamless splicing and smaller and smaller dot spacing, enter the field of vision of the terminal. Although the price is slightly higher, the command and dispatch center that is related to personal safety begins to use the LED display. This opens the way to the security of the LED display.

With the increasing awareness of the small-pitch market and lower prices, small-pitch LED displays have become more and more widely used in the security field, gradually eroding the LCD and DLP markets. Previously, LCD and DLP were used as the security of security display equipment. Companies, in order to consolidate their security display market or security market share, so enter the field of small-pitch LED display screens to ensure the stability of the market share. Of course, the entry of security companies into small-pitch LED displays is not just because small-pitch LED displays cannibalize the LCD and DLP market share. Another important reason is that LCD and DLP prices are low, profits are meager, and the price war has not stopped. LCD and DLP companies have suffered greatly, and they also look forward to getting out of the predicament as soon as possible. Although the small-pitch LED display has no advantage in price, its profit is high, and its application scenarios are no longer limited to the security display field, and the application scenarios are clear. Therefore, it has attracted the attention of security companies and traditional display companies and shifted its display layout to LED displays. Screen, so as to ensure the stability of corporate revenue and market share.

As we all know, BOE and Apple entered the market for Mini/Micro LED, not only because Mini/Micro LED has been in the air in recent years and has investment value, but also because Mini/Micro LED is known as the next generation of display technology and will be applied in the future. In large-screen displays, monitors, terminal displays, wearable devices and other scenarios, it is the next end of commercial display. In order to further control the future global commercial display market, BOE and other companies have deployed OLED and Mini/Micro LED at the same time, and multiple guarantees will consolidate the market. The right to speak.

　　 Mini/Micro LED and small pitch are the main positions that big guys grab

　　 For the LED screen industry, the entry of traditional enterprises has advantages and disadvantages. Giant companies such as BOE, Apple, Huawei, Foxconn, and Haikang have strong financial strength and technological precipitation. Their entry can bring capital and technology to the LED display and promote the rapid development of the LED display industry. At the same time, the entry of many companies will intensify the competition in the LED display industry. The original strong corporate strength of giant companies will also bring certain development pressures to LED display companies, triggering screen companies to become industry competitors against traditional companies. concern. Undoubtedly, traditional companies with strong financial background, technical strength and brand effect are bound to become the industry's grabbers, but they are limited to the small pitch and Mini/Micro LED fields.

　　 Carefully observe, you can know that the LED display products of Haikang, Dahua, GQY and other companies focus on small-pitch LED displays. As long as the products are used in the security display field, or the command and dispatch center solution, the application range is relatively limited. In terms of their strategic layout, they are security companies, and the products involved in security or command and dispatch centers are diverse. Small-pitch LED displays are just one of the components of their solutions, and they are one of the elements that consolidate the security market. First, the other subdivisions of LED display have nothing to do with the overall layout of security companies, and generally will not develop in other fields, so their LED display product center is only in small-pitch LED displays.

Although Mini/Micro LEDs emerged in the LED display industry, the current industry topics are still hot, but because the two technologies are difficult to break through, so far Mini/Micro LEDs have only stayed in concepts, and the industry really adopts Mini/Micro The Mini/Micro LED products of LED display technology have not really landed. Due to the fact that technologies such as massive transfers have not yet broken through, and the need to burn money to develop Mini/Micro LEDs, in the past, only domestic LED display companies were slowly developing. Today, BOE, Apple, Samsung, LG and other major international companies have entered the market and can invest higher-quality talents, stronger capital and technical reserves for the research and development of Mini/Micro LED, and they will realize the implementation of Mini/Micro LED faster , Thus controlling the market of Mini/Micro LED. Due to the small market size in other segments of the LED display, and its little effect on the strategic layout of the bigwigs, except for Mini/Micro LED, it will not become a position for the bigwigs to grab.

　　 Regarding the entry of bigwigs, some LED screen companies may be worried about how we can compete with large international companies. However, through detailed analysis, it can be known that the entry of these large companies into LED displays is only a strategic requirement, and is basically limited to a certain field, and will not penetrate into other fields. Therefore, the total LED display market is still controlled by LED display companies. Hands.