At the recent professional exhibition, the situation of LED China's manufacturing of unified rivers and lakes seems to have been shaken. In addition to the original competitors, many international display giants also joined the battle. Today, LEDs are already flooding the pavilion, ubiquitous, just as the momentum of projectors just emerged decades ago. Not only are Chinese manufacturers getting together, but the traditional international display giants are also deploying LEDs with lightning speed.
From the recent exhibition, the market saturation is obvious, although there will be some integration in the market, but soon there will be another two or three new companies. Affected by the macroeconomic impact at home and abroad, the LED display industry has been in a downturn in recent years. Even so, small-pitch LEDs are still highly sought after. The answer is price/performance. In recent years, the price of LED's main raw materials has been falling, making it affordable for a wider range of users. At the same time, the performance of the product is also rapidly increasing, the ever-shrinking spacing, bringing unprecedented resolution, users enjoy the high-definition effect, but also slowly accept the price of the product.
The market is mature, is it necessary to return to the outdoors?
At the beginning of the small-pitch LED, it was the challenge to challenge the indoor application. With the drop point of the drop, the DLP, LCD, and projector were launched. However, to this day, the situation of small distances dominated the world has not appeared as expected, and the major technologies are still winning.
With the cost reduction, small-pitch LEDs finally have the opportunity to open up new markets, especially the outdoor market where LEDs have natural advantages.
At present, there is a wave of outdoor small spacing in the industry. Shanghai Sansi and Alto have released outdoor LED display systems with P3 pitch; Deming Optoelectronics has launched outdoor HD LED screens with P1.9 and P4.8. Gengchuang launched the P4.8 outdoor HD LED display products. Many of them use advanced surface mount technology. Indoor LEDs have to be entangled with LCD panels and projectors, and these technologies are limited in outdoor use. So, in most cases, LEDs are in the process of printing billboards. The lack of competitive technology is why manufacturers are so eager to enter the outdoor LED market.
"With the increasing maturity of outdoor small-pitch LED display technology, the outdoor and semi-outdoor digital signage market will be the potential market for outdoor small-pitch LED display applications. Due to the inherent technical defects of low brightness and poor protection of liquid crystal display technology. The outdoor and semi-outdoor digital signage market failed to effectively realize the digital upgrade of light box advertisements, chain luxury store window advertisements, platform advertisements, etc. The outdoor small-pitch products have the advantages of unique high brightness, UV protection, high protection and convenient maintenance. It will create nearly 20 billion yuan of outdoor/semi-outdoor advertising screens in emerging markets." Xie Zhenyu, Marketing Director of Chau Ming Display Business Unit, pointed out.
Foreign first-line engineering companies are also deeply touched by this trend. "I don't remember when it was the last time to sell P25 products. The most common one is P10 and below. It was P7 two years ago. Now we also sell A lot of P6. You can go to Times Square in New York - as a weather vane for market development - the most is P8 and P10." Some engineering companies say. Not long ago, Samsung's first P6 ultra-sized LED screen appeared in Spain, which was installed on the side of a high-rise building in Madrid's Callao Square.
"Small spacing is a relative statement. With the rapid development of LED display technology, from outdoor P20, P16, P10, to today's P8, P6 and even P4, P3 have come out. Outdoor small spacing has been born, In the past two years, the small spacing has been used in close-range and small-area projects due to the high pixel density in the unit size, which enables the use of delicate and close-to-view images. Whether it is small outdoor spacing or indoor small spacing, it will open up new market space for LED display applications. Therefore, we believe that the potential of outdoor small spacing is huge, but the development speed depends on the degree of convergence between product progress and market demand. Guan Qilin, director of optoelectronic products, said.
Market application segmentation
With the upgrade and improvement of outdoor small-pitch LED products, outdoor applications are also continuously subdivided. LEDs are not only dazzling decorations hanging high on the outer walls of buildings, but more and more small-area, close-range applications have entered the public eye.
Xie Zhenyu pointed out: "The advantage of outdoor small spacing is the small spacing, so it is suitable for near-sight applications, in kiosks/newsstands, bus stops, chain luxury store windows, community information broadcast, outdoor seating ads, light pole advertisements, shops Market segments such as thresholds and gas stations prefer small-pitch products. Small-pitch applications are becoming more and more widespread. At present, indoor small spaces have gradually matured, and fewer companies have entered. Outdoors have opened up a large number of emerging markets. For example, gas station billboards, electronic reading columns, bus stops, community information broadcasts, car 4S stores, etc. where small spacing is not available, now you can use small spacing."
Taking bus stations as an example, with the development of smart cities, bus stop signs are expected to gradually enter the intelligent era. At that time, LED displays and bus systems will be combined to form a powerful electronic bus platform. The system is mainly operated by buses. The management center, multimedia video management platform and intelligent electronic station card are composed of three parts. The bus intelligent dispatching system can record the running time, position and distance of the vehicle before and after the vehicle, and can view the number of people in the car through the video system. Make appropriate adjustments when necessary to make the vehicle run more reasonably.
Because of its high quality, compared to the huge advertising version, the small spacing will be higher. “Outdoor small-pitch is mainly used in mid-to-high-end advertising applications, which meets the characteristics of high population density, close viewing distance, clear picture and high-quality effect. The purchasing user groups include large-scale advertising media companies (high-quality advertising billboards, core business district pedestrian street). ), large-scale well-known brands, enterprises (franchise store brands, brand image billboards), airports (advertising and information billboards), rail transit (advertising and information billboards, etc.), said Kirin.
Regardless of the application, the biggest gold master in outdoor LED is undoubtedly the DOOH market. Predictive manufacturers have not only focused on R&D and production in recent years, but also leveraged capital leverage to acquire and acquire outdoor media companies. The layout and construction of the entire industrial chain.
Respond to outdoor challenges
Installing LEDs indoors and outdoors is very different. In general, outdoor screens are more demanding. First of all, many outdoor projects are generally heavier, bigger and higher. Typical installations such as the Samsung P6 screen in Madrid Square are more than 200 square meters. Many problems will follow and the cost will increase. It can be said that 50% of the LED installation cost in the outdoor is not related to the screen, but related to the architectural elements. Indoors, you don't have to worry about environmental changes such as wind, rain and heat. Outdoors, the situation is complex and you have to coordinate with structural engineers and architects. Therefore, easy maintenance and easy access are especially important.
In the process of going to outdoor applications, the small spacing may face a problem that the smaller the spacing, the more fragile the interior of the LED. The higher the screen resolution, the physical damage to the module becomes a problem. If you have a 3mm or 4mm screen, the LEDs near the edge of the screen will be more susceptible to damage. This is a big problem in the rental market, because it is obviously not suitable for technicians to handle 6mm or even 3mm screens in the same way as 20mm modules.
“Unlike conventional outdoor screens, manufacturers cannot copy traditional design and manufacturing experience. They must summarize and try to overcome the difficulties of outdoor application technologies that are unique to small pitches. For example, LED high reliability challenges brought by high-density LEDs, waterproof protective processing technology. High-density contrast reduction reduction technology, low-current high-brightness drive display technology, ultra-thin flexible display unit design, low-calorie low-power display technology, convenient front and rear maintenance structure design, etc. .
Outdoors must face the test of all kinds of bad weather, and have higher requirements for waterproof and moisture-proof performance. This is also doomed to the production process will be different from the indoor. The packaging technology of LEDs is particularly important, where the bonding and bonding of the modules is key. If you use a poor module, the glue can not withstand the change of cold and heat, it is doomed to failure. The quality of the module package has been greatly improved, which has been one of the major improvements in manufacturing processes over the past five years. The miniaturization of packaged devices, combined with the breakthrough in weatherability and reliability, has begun to move from indoors to outdoors. In addition, the adoption of advanced nano-protection technology, with its delicate, ultra-thin, high light transmission, can form a protective layer on the light-emitting surface, completely separate the dust and rainwater from the outside of the die to ensure that it automatically fills the gap of the LED package. effect.
“Outdoors face severe challenges such as harsh use environment, direct sunlight, and changes in ambient temperature.†Xie Zhenyu concluded, “So in the process: to improve the reliability of LED lights, the screen should have good waterproof , dustproof, moisture-proof, anti-ultraviolet and other measures, but also have good ventilation and heat dissipation equipment."
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