Along with the active influx of mainland manufacturers, the global display industry's upstream capacity continues to grow, large-size panel shipments continue to grow in volatility, and 12 high-generation production lines continue to be mass-produced in the next three years. But from the demand side Look, the global TV market enters the inventory stage. The large-size display products in the consumer market are close to the ceiling, and the large-size panel production capacity needs to be released. Therefore, the fast-developing commercial display market has become the niche point for major panel makers to chase.
The rapid development of Shangxian market
In recent years, the development of China's commercial display industry has benefited from China's stable economic development environment and the favorable policies of the country in terms of informationization and intelligent construction. Together with the joint efforts of upstream and downstream enterprises in the commercial display industry, new products. Applications and technologies are constantly innovating, and China's commercial display market has achieved rapid growth.
According to the statistics of Avi Cloud (AVC), in the first half of 2018, the scale of the eight major categories of commercial display in mainland China reached 29.6 billion yuan, a year-on-year increase of 36%. Among them, the scale of generalized IWB and laser projections exceeded 8 billion yuan. Commercial display shows that the total amount of the eight categories is nearly 60%, which has become the two most popular categories in the commercial display market. The small-span LED, laser projection, generalized IWB (interactive display products), advertising machine, the first half of the four products Compared with the year-on-year growth of over 38%, it has become the main force in the growth of the commercial display market. In addition, flat panel splicing products are greatly affected by the general price decline. Although the sales growth is only 14%, the sales volume increases by 39%, which is also important in the commercial display field. One of the categories.
Shangxian's three main products drive LCD panel demand is bullish
From the perspective of terminal applications, LCD is still one of the mainstream technologies in commercial display products. Compared with mature commercial TVs, the market for electronic whiteboards, conference boards, tablet splicing, and advertising machines is on the rise. The focus of the layout.
The generalized electronic whiteboard includes a projection whiteboard and a liquid crystal whiteboard. The liquid crystal whiteboard is divided into educational interactive smart flat panels and conference flat panels according to related applications. According to the survey data of Aoweiyun.com, the sales volume of generalized IWB products reached 9.12 billion yuan in the first half of 2018, According to the sales volume of subdivided products, the sales volume of projection whiteboards was 102,000 units, down 23% year-on-year, and sales decreased by 4% year-on-year, mainly due to the higher penetration rate of laser projection products in projection whiteboards. The sales volume of interactive smart tablet products was 339,000 units, a year-on-year increase of 22%. However, the overall sales of education-oriented electronic whiteboard products reached 440,000 units, a relatively slow growth year-on-year growth rate of only 7.1%. First, the policy of thinning is coming to an end. Second, the introduction of new products nano-blackboard affects the existing market, and third, the company is moving to the conference market in order to open up new channels and businesses. Therefore, the sales volume of the conference tablet in the first half of 2018 is close to the overall scale of last year, and the sales volume reached 95,000 units, which is 2 times more. The growth of the situation.
The demand for educational interactive smart tablets is increasing, and the conference tablet is the beginning of the display of smart conferences, which also drives the increase of upstream panel shipments. The research data of Avi Cloud (AVC) shows that the total shipment of IWB panels in the first half of 2018 was 443K, a year-on-year increase. 12%.
From the perspective of the terminal, the liquid crystal whiteboard products are developing in a large-scale trend. The average size of the educational interactive smart tablet products is constantly rising, and the average size has reached 72 inches. From the size segment structure, the products are mainly concentrated in the 60-69-inch segment and 70~79-inch segment products, the proportion is 29%, 32%. The main demand for conference flat products is 65-inch products, accounting for 35%; followed by 75-inch and 86-inch products, the proportion of demand is 16.4%, 16.2 %. From the overall LCD electronic whiteboard product size development trend, the mainstream size migrated to 75 inches and 86 inches.
In the past two years, the flat panel splicing market relies on the huge demand of the security industry. In video surveillance, command and dispatch is widely used. At the same time, with the general decline in prices, the demand of the commercial retail industry is constantly being explored and released. According to Ovi Cloud According to the network research data, in the first half of 2018, the sales volume of China's flat panel splicing market reached 305,100 units, up 39.0% year-on-year, and the annual scale is expected to grow by more than 30%.
At the same time, the shipment scale of flat panel splicing panels continued to expand under the demand of splicing machines. According to the survey data of Aowei Cloud Network, the total shipment of flat panel splicing panels in the first half of 2018 was 469,400 units, a year-on-year increase of 44%. SDC, LGD, Sharp, AUO and BOE are rapidly gaining market share. At the same time, CSOT and INX all want to get a piece of the pie, and the competition for the upstream panel will intensify in the future.
In addition, from the perspective of product demand characteristics, the flat panel splicing market presents a product structure upgrade, and the patchwork narrows. According to the survey data of Aowei.com, the 55-inch sales volume of the flat panel splicing market in the first half of 2018 reached 47.3%, the demand The largest, 49-inch rise is obvious, the share has exceeded 15%, compared with the 46-inch product price advantage began to appear, customer recognition increased, basically completed the upgrade of 47-inch products.
From the perspective of patchwork, the UNB (very narrow border) in the first half of 2018 exceeded 75%, the share increased by 11.2% year-on-year, and the ENB (ultra-narrow bezel) continued to penetrate, with a sales share of 9.6%. And 55 inches 0.99mm. The listing of patchwork products will have a major impact on the entire market. SNB (narrow bezel) may gradually withdraw from the market. UNB as the low-end product in the market will continue to increase sales, while the mid-range positioning of ENB products will follow. As the price moves down, the penetration rate will increase significantly. The new product effect of 0.99mm MNB as the market's high-end positioning will be more obvious in 2019.
With the rapid development of the domestic media industry, the application of new retail scenarios, the gradual landing of smart city infrastructure projects, and the guidance and planning of national digital construction, digital signage has been widely used. Ovi Cloud report data shows that mainland advertising from 2015 to 2017 Shipment volume in the machine market grew slowly. In the first half of 2018, the number of advertising machines shipped reached 899,000 units, a year-on-year increase of 121.1%. The indoor advertising machine was mainly driven by the elevator media industry, and the sales volume surged to 980,000 units, an increase of 122.9%. Outdoor sales volume was 0.87 million units, an increase of 16.0% year-on-year.
In the first half of 2018, the indoor advertising machine was mainly due to the competition of Elevator Media and Xinchao Media for elevator advertising resources. The products of 29 inches and below continued to be shipped. In July this year, Ali and related parties invested 15 billion yuan in a strategic partnership. Based on Ali's new retail infrastructure capabilities and big data analytics capabilities, Focus established a precision advertising distribution system based on data and algorithms to achieve accurate advertising. The new trend is cut from the community market and locked into the middle and high-end community elevator media resources; In July this year, it announced the establishment of Tieshi Media, investing 1 billion yuan to compete for commercial building elevator resources. Then, in August, the bee intelligent delivery system was launched, using big data and artificial intelligence technology to realize offline media data intelligent placement. In the next few years, elevators The media is still one of the industries with large demand for indoor advertising machines.
With the continuous development of China's tertiary industry, consumption upgrades have promoted the booming of the commercial retail industry. Electronic Containers, Unmanned Retail, Intelligent Logistics, Mobile Payment, Artificial Intelligence... A series of commercial retail 'new formats' emerging in the domestic consumer sector ', bringing a new consumer experience to consumers, digital signage is widely used in new retail scenarios. Future offline display terminals are equipped with big data acquisition applications and artificial intelligence technology, further open online and offline traffic portals, use big data Do integrated marketing, there will be greater development potential in the commercial retail industry.
Due to the development of commercial retail and the quality of travel to the public, the use of outdoor advertising machines in commercial real estate and tourist pavilions has increased, and the product has become more and more large-sized. The product share of 50-inch and above has increased by 11.5 percentage points year-on-year. Under the guidance of smart city construction policy guidance and national infrastructure construction, outdoor advertising machines will be widely and deeply applied in transportation, community, tourism, education and other industries.
Wisdom is everywhere, and the future shows that the industry is in the market.
With the development of the Internet, the Internet of Things and 5G technology, the future will be the era of Internet of Everything, and also the era of screen networking. Cloud computing, big data, artificial intelligence and other technologies will also broaden the application areas of commercial display, information, intelligence. Will become the main driving force for the development of commercial display. Among them, smart education, smart retail, smart government, safe city, smart medical, smart transportation, etc. will become an important engine for the growth of the commercial display market. The rapid development of the commercial display market has become A blue ocean showing the future market of the industry. Aowei Cloud expects that the commercial display market will reach 73.58 billion yuan in 2018, with a year-on-year growth of more than 35.4%. Commercial display of liquid crystal display technology shows 5 categories (generalized IWB) The market size of advertising machines, flat panel splicing, commercial TV, single-screen display is expected to reach 46.86 billion yuan, accounting for 63.7% of the market share of commercial products. Among them, the generalized IWB market is expected to reach 25.9 billion yuan, advertising machines and The scale of the flat panel splicing market will also exceed 6 billion yuan, and the growth rate of the three major commercial products will reach 30% year-on-year. In addition, other display technologies Significant business products, laser projection and fine pitch LED will also usher in the explosive growth of high, year on year growth reached 50%.