According to the relevant agencies, the market size of commercial display in 2016 reached 40 billion, the rapid development of LED small pitch products and the share of LED display products began to increase gradually. With the LED shaped screen, LED interactive floor tile screen, LED stage rental screen The widespread use of commercial displays has been sufficient to prove that the future commercial display market is vast and vast.
With the development of China's LED display industry and the continued saturation of the traditional markets, technology, product innovation and changes in the market direction, and other factors, not only for small and medium-sized screen enterprises began to shift their attention to the field of subdivision, some industry giants Also optimistic about some market segments, and have layout:
On Sept. 13, Abisone released an investment announcement to invest a 20% stake in Shenzhen Jinghong Technology Co., Ltd. for a consideration of RMB15 million ... 'Chinese enterprises have made very rapid progress in the field of LED and have mastered LED in the field of middle and lower reaches of the core technologies and markets, the current industry is opening up innovative markets. "Chau Ming Technology chairman Lin Feng said in an interview ...
Of course, this is also a necessary step in the expansion of their business territory. Industry giants are also entering a variety of ways. In addition to being part of the scene, the deity can also use multiple 'divisions' to form multi-brand alliances and assists together: In recent years, with the growth of more subdivided and more personalized user demand markets, screen companies such as Riad and Lehman began to frequently use mergers and acquisitions and other capital instruments to integrate brands in other relevant segments so as to supplement current businesses And meet the needs of strategic development of enterprises.
Riad acquired Lan Shuo and Jin Li Xiang two major brands, to undertake a number of major domestic and international landscape (display) projects; Chau Ming Technology acquisition of Blue Technology, to develop small pitch market; Lehman photoelectric subsidiary of Hong Seok , Is committed to the creative LED display products and related solutions; Lianjian Optoelectronics uses the 'Lianjian photoelectric' + 'easy to reach' dual-brand strategy;
In many industries, multi-brand operation is almost standard in multinational companies.In fact, with the rapid expansion of China's LED display industry overseas expansion, as well as more and more subdivision of the terminal market, the demand for specialized products increased, the LED display Screen companies, the choice of multi-brand development strategy has long been put on the agenda.
Of course, from the brand volume, LED display industry is far less than fast-canceling industries such as food and beverage.However, the development of any industry to a certain extent, want to expand, mergers and acquisitions is almost the only way. Is the giant business to expand their business, spotted a certain trend of development, will quickly get a lot of start-ups emerging companies, and then through the huge supply chain and marketing system will be integrated digestion, as mentioned above, the industry giant to develop The same brand.
As long as it is necessary for the development and corporate profits, not only the giants to start mergers and acquisitions of emerging companies, even among the giants are also mutually adjusted.For example, the industry Alto Electronics and Li Xiang Hui Ke powerful combination of Alto Li Xiang, Relying on the advantages of the platform of Alto Electronics and the brand advantage of Li Xiang Huike in the field of LED creative display, it has become a new force in LED creative display field.
For small and medium-sized screen enterprises that do not have powerful capital strength, they focus on their own specialized segments or choose to cooperate with other enterprises to form excellent complements and achieve the effect of 1 + 1> 2. Therefore, multi-brand or single brand? There is no absolute answer to the choice of brand architecture to take into account many factors, there is no perfect brand model there is no right or wrong, only the right!
The key lies in LED display enterprises to understand the market segments, in accordance with the different market demand for brand positioning, creating differentiation, specialization, playing with the main brand to enhance the value of integrated brands at the same time, the formation of complementary strengths of the brand together, can Obviously to enhance market share, but also better with the combined strengths of brands to expand overseas markets escort.
The original title LED display Enterprise: multi-brand or single brand? Right or wrong only inappropriate!