Samsung took the initiative to grab the small-pitch LED market

On March 31, 2016, Samsung launched its world's first small-pitch LED display in Beijing, which is the first time Samsung's small-pitch LED display appeared in China. Since Samsung acquired US-based LED display manufacturer Yesco in March 2015 (please see: Samsung acquires LED screen manufacturer Yesco to expand digital signage), when Samsung brand LED display products are available, it has become a widespread concern in the industry. Every other year, Samsung finally put its 1.5mm pitch LED display on Samsung's latest outdoor digital signage products to meet Chinese consumers.

Friends who are concerned about the display market should be aware that Samsung has always been a leader in the global display market, and this position is based on Samsung's leading edge in LCD technology. In the LCD panel industry, Samsung's comprehensive production capacity and sales performance ranked second in the world; LCD TV market, Samsung ranked first in global sales in 2015; LCD market, Samsung ranked first in global market share in 2015; smartphone market Samsung ranked first in global shipments in 2015... Such an industry giant with a dominant position in upstream strategic resources (liquid crystal panel products) and a firm grasp of market estuaries, has a high level of confidence in the global display market.

Why did Samsung suddenly become interested in LED display screen products that they are not familiar with, and did not hesitate to quickly grasp the industry resources through capital operation? LED display screens have been widely used in outdoor display fields, and the application form is generally a giant display screen. The liquid crystal display solution that Samsung is good at is more suitable for indoor applications, and the length of each other. The reason why Samsung introduced LED display products at this time is obviously tempted by the rapid expansion of LED displays in the global market in recent years.

According to statistics, in 2014, the global LED display (including display screens and other backlight products) has reached a market size of 9.6 billion US dollars. According to forecasts, the global LED display market demand will continue to grow rapidly in the future. The annual growth rate will exceed 20%. It is estimated that by 2020, the global LED display market will reach 30 billion US dollars. At the same time, in the supply side of the global LED display market, China is the most important manufacturing base. In 2014, the export value of LED display in Guangdong alone reached 14.433 billion yuan.

Yesco LED display past case

As a leading brand in the global display market, it is obviously not wise to ignore a clear and promising market, and the cooperation with Yesco can be regarded as a pedestrian in the global LED display market. Seog-Gi Kim, senior vice president of Samsung's Visual Display Business Unit, once said: “As the market for LED display technology continues to grow, we are deeply aware of the critical importance of having the right experience in this field to succeed. Combining YESCO Electronics' extensive expertise in LED display with our global network, business experience and state-of-the-art R&D team, we will further confirm our leadership and our overall solution as a digital display The value that the business provides to the customer."

Samsung has taken the initiative to attack each other.

Compared with the rich processes and precise conditions for manufacturing liquid crystal screens, the LED display screens have a low threshold. Despite this, the LED display is widely used in the commercial market with large-screen display requirements, low production capacity, small customer range and other factors, but has created a high profit margin for LED display products and a strong dependence on customer resources. Features.

Especially after the rise of small-pitch LED technology, the display effect of the LED display has been greatly improved, the effect of the LED screen in the indoor application has been almost like the LCD screen that is known for the delicate picture, so that the display of the LCD screen has been squeezed for many years. Stitching and profile display market.

The function of the liquid crystal panel is complicated and the process requirements are extremely high.

In the field of LED display, Samsung's main competitors are almost all in China. In terms of technology, the domestic brand Liard has the ability to mass production of P0.7 (point spacing 0.7mm) specifications, and in addition to strong ambitions in the global market development, it not only acquired Lifeng Culture and Jin Lixiang in China. Two veteran competing products, and more than 1 billion yuan to buy the US display product supplier Pinda Electronics ... and not only Liard, Samsung also stood in front of the powerful giant color, Chau Ming Technology, Shanghai Sansi, Ai Bison, etc. An ambitious Chinese manufacturer.

The technical realization of LED display is relatively simple

Samsung must have decided to take the initiative to attack, in many Chinese LED display companies actively deploy the global market, before the formation of the commercial display of Samsung, grab the advanced small-pitch LED market, relying on strong capital backing, quickly smoothing and LED display industry Our gap. In the LED display market, China and South Korea confrontation, what are the advantages and disadvantages of Samsung?

Brand advantage with accurate vision

We have previously introduced the industry threshold for LED display technology. Even if it is a relatively small gap technology, there are more than 30 brands that can be produced in China. In the face of such a strong field, Samsung’s chances are ?

We believe that the biggest advantage of Samsung's small-pitch LED lies in its brand influence. According to statistics, among the LED exporting countries in China, the relevant products market in the United States, Germany and Russia, the market share of China's commodities has reached 39.4% and 36.2% respectively. 46.7%, but among the top ten brands in the three countries, there is no Chinese brand, and the brand weakness of Chinese LED display companies in foreign markets can be seen. As the leading brand in the global technology industry, Samsung ranks seventh in the world in terms of brand value and is the best in Asia. In the commercial display industry, the brand value directly affects the customer's trust and goodwill for the brand and products, and will affect the final decision of the customer. In this respect, the Chinese brand cannot be compared with Samsung.

Regardless of brand influence, Samsung seems to be superior in market strategy. When we observe the LED display market news, we often hear that a brand has produced a certain size of small-pitch LEDs, which has refreshed the industry record. On the sales side, the product specifications have also become the protagonists in the domestic brand brochures. Unit size, weight, etc.; Samsung even when asked by reporters at the new product launch, only exposed the point spacing of this product is 1.5mm. And what the product manager emphasizes from beginning to end is the proper performance that Samsung products can provide when the user encounters practical problems.

Product promotion content of a domestic brand

Samsung's small-pitch LED display product interpretation

(The low-reflection glass solution can guarantee the user's viewing effect in a strong light environment)

Case Interpretation of Samsung Small Pitch LED Display

(Accurately grasp the customer's interest points to better improve program satisfaction)

Unlike the product sales in the consumer market, the focus on product specifications in the commercial market is not as good as the actual experience of the pre-sales experience. It can be seen that Samsung's appeal to commercial customers is more accurate. The so-called brand influence and accurate grasp of customer demand accumulated in years of operation can be regarded as the innate advantage of Samsung's operation of small-pitch LED display.

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