Peeking into the future: the gold content and development trend of LED all-in-one machines

At the ISLE exhibition that just ended in April, LED large-screen displays showed a colorful development trend. As a major exhibition after the epidemic, it is also the largest "special display" event in the industry since the epidemic three years ago, and is known as the vane of "restart, restart".

Because of the importance of this exhibition, the well-known research organization RUNTO specially counted the proportion of important keywords among exhibitors. Among them, the keyword "LED all-in-one machine" has become the "biggest winner of the conference"!

"LED all-in-one machine" explosive exhibition

In the statistical data of Luotu Technology, the word with the highest exposure ratio is "small-pitch LED" (the distribution value of market popularity is 50%). However, this keyword actually reflects the commonality of the entire LED display industry, and has no special product significance. The second place is "micro-pitch (mini/micro LED)", with a heat rate of 47%. It can be seen that this second place is actually the result of calculating the equivalent of micro-pitch, mini LED and micro LED.

Relatively speaking, the third place on the hot list, "LED all-in-one machine", actually has a popularity value of 47%. This is a noun with a specific product form as its connotation; its meaning and scope of application are more convergent than the "small pitch LED" and "mini/micro LED" of the champion and runner-up. Therefore, it is not an exaggeration to think that "LED all-in-one machine" is the real "hottest" LED display product in ISLE 2023.

In this regard, industry experts pointed out that although the LED all-in-one machine is different from the traditional LED engineering splicing large screen, "a single project is a big order", it has three major application coverage:

The first is the 100-200-inch large-screen market for education and conference displays; the second is the demand for screen displays ranging from tens of inches to 200 inches for digital signage; and the third is the type of color TV products used for home use, mainly 75-200 inches ...Although the LED all-in-one machine is still a "future potential" product, it is so rich in application categories, especially being able to set foot in the consumer and household markets, making its future full of imagination in terms of "quantity".

"The command and dispatch center or XR virtual production is a market where tens of millions of dollars are invested in a single large-screen system; although the unit price of each LED all-in-one product may be only tens of thousands or as many as hundreds of thousands in the future, it may have annual Potential market demand of tens of millions of units.” That is, the popularity and industry attention of LED all-in-one machines wins on the “possible huge market potential”.

According to the data of Aoweiyun.com, the number of meeting rooms in China has exceeded 20 million, and the number of meeting rooms in the world has reached 100 million. With the increase in the penetration rate of small-pitch LED displays, the sales volume in the field of video conferencing is considerable. Among them, no less than 10% have the demand for large-size screens of 100-200 inches. At the same time, vocational colleges and colleges and universities are the main demand directions for LED education screens. At present, there are 3,000 colleges and universities across the country, including classrooms/conferences/lecture halls and other scenes. Taking a single classroom as an example, the potential smart classroom renovation capacity is expected to be about 60,000 in the next 10 years (an average of 20 per school), and the potential smart classroom renovation capacity is expected to be 6,000 in the next three years.

In the home market, with the further maturity of the Micro LED manufacturing process and the continuous optimization of production costs, it is expected to take over the "large-screen home theater and living room TV trend" of LCD and OLED in the future, and become an important supplement to the mid-to-high-end home display market. product. Looking at the current global market, the global TV brand shipments in 2022 will be 204 million units, of which 15 million high-end TVs will be shipped, accounting for 7.4% of the overall market, showing a year-on-year growth trend. High-end TV is the main direction of competition in the LED all-in-one household market. Luotu Technology predicts that by 2025, the global Micro LED TV shipments will exceed 35,000 units, accounting for 0.02% of the overall color TV market. This proportion will gradually increase with the maturity of market products, and even aspire to reach 2% of the global color TV market. In 2022, the monthly sales record of a single model of 98-inch color TV in China will exceed 40,000 units.

It can be seen that the annual sales volume (commercial and household) of domestic LED all-in-one machines in the future will be calculated in the millions, and the global market may reach tens of millions. This is a doubling potential space for today's LED display industry.

"LED all-in-one machine" loved by thousands of people

The halo on the new species of LED all-in-one machine, in addition to "the expected market size is huge", at least includes the blessing of two other "halo":

First, as an LED display application with "smaller size and ultra-high resolution", LED all-in-one products have been "the master of the latest industry technology" in the past five years. For example, 8K display, ultra-fine pitch, mini/micro LED, COB, COG, etc. are all technical concepts closely related to LED all-in-one machines.

"In traditional advertising and control room markets, the demand for ultra-fine-pitch LED displays has almost reached its limit." Industry experts pointed out that the future market for P0.5 and below new specification technologies that the industry is currently focusing on promoting is mainly concentrated below 200 inches. display on. That is, the future technology of LED direct display, the main application object is "all-in-one products". This can be seen from Lehman's 8K giant screen, Samsung THE WALL, etc.

Second, the LED all-in-one machine is a "complete machine function" product, which naturally needs to cover "the comprehensive business capabilities already possessed by other complete machine display technologies". For example, in the interactive conference market, LED all-in-one machines are equipped with infrared touch, intelligent computing and network functions, and built-in many functional conference software, compatible with more third-party apps and cameras, etc. These rich functions are standard configurations.

"The all-in-one machine must be ALL IN ONE", which is completely different from the product logic of traditional LED display engineering customization and splicing applications. Entering the all-in-one machine industry market means that the LED display company's R&D and innovation boundaries have been broadened horizontally, bringing more integration and breakthroughs in software and hardware technologies. At the same time, it also brings about new changes in segmented marketing and channel logic, allowing LED displays to participate more in the retail competition market.

That is to say, in addition to the huge potential market size, the LED all-in-one machine also has the characteristics of being at the forefront of the LED industry in terms of "vertical and horizontal" technology. On the other hand, research on the multiple application technologies of LED displays and the expansion of LED displays to smaller pitches cannot avoid the category of LED all-in-one machines. This is also the key to the keyword's "overwhelming competition" in the ISLE 2023 exhibition.

The LED all-in-one machine is a representative of the "integration" of new technologies, new applications, new scenarios, new retail, and new demands in the LED direct display industry, and it can be described as a favorite of thousands of people. The layout and preemptive occupation of this market are also the key layout areas for industry companies to "seize future industry advantages".

The market is slowly opening up, and the battle of LED direct display plus code all-in-one machine

According to statistics from RUNTO, the domestic commercial display market will "trend in a downturn" in 2022. For example, in 2022, the interactive flat panel market will shrink by more than 52% year-on-year; the traditional LCD and DLP splicing market will shrink by 34.9%. The volume of goods is more than 4,100 units, an increase of 15% compared with 2021, and the sales volume is about 950 million yuan.

Among the overall commercial display products, LED all-in-one machines will almost stand out in 2022. This fully reflects the market appeal of this technology product. The industry expects that in the future, with the gradual decline in the price of LED display high-end products, the market door of LED all-in-one machines will be opened simultaneously in the commercial and consumer markets. According to the forecast of GGII, the global Micro LED market size is expected to exceed US$10 billion in 2027. Among them, the LED all-in-one machine will be an important heavy product type.

Unilumin Technology’s 2022 annual board of directors management review pointed out that small-pitch LED display screens are mainstream products at present and in the next few years. They have gone through the process of “innovation → diversification → standardization → scale”, and their costs and prices have gradually decreased. Entering the price order of magnitude comparable to that of LCD screens, there is an opportunity to replace the market share of LCD screens and increase the penetration rate of small-pitch LED displays. In this regard, industry experts analyzed that the replacement of LEDs to LCDs will be a "dimension reduction strike", that is, to fully open the 100-200-inch ultra-high-definition high-quality large-screen display market. In fact, this is the continuous upgrade of the "same logic line" with the trend of LCD display technology increasingly pursuing large-scale consumption in recent years.

According to the research of RUNTO, the price of LED products with the same spacing is currently in the process of falling sharply. It predicts that if the average price of 20,000 yuan is maintained after 2024, the middle line of product popularity may drop to 1.2 pitch products. The products that are close to this average price line in 2022 will be products at the P1.8 pitch level. ——Either the average spacing continues to decline, or the average price declines, or both are in the process of declining: this change will benefit small-pitch LED all-in-one products that are more sensitive to prices and have higher spacing indicators accelerated marketization.

Especially since 2022, the price of the LED industry has continued to decline, and it is becoming an important force to promote the development of the all-in-one product market. According to data from rendForce, the annual shipments of the Mini LED display chip market will still maintain a growth rate of 15% in 2022. However, from the perspective of output value, due to the large price drop, the scale of output value will show negative growth. At the same time, since 2022, LED display has further advanced to the parallel development of the four major technologies of SMD, COB, MIP and N-in-1. The all-in-one machine market will add a new MIP type product line in 2023, and is eager to generate more competitiveness and cost variables at the level of process manufacturing, and promote the application development of the industry market.

In the marketization of LED all-in-one machines, some enterprises in our country are already in the lead. For example, Aoweiyun.com's "2022 Small-pitch LED Market Research Report in Mainland China" shows that CVTE, the parent company of Qingsong Optoelectronics Co., Ltd., continues to rank first in the domestic LED all-in-one machine market with a sales market share of 40.7%. won the first prize in the year. This is mainly due to the leading position of Qingsong Optoelectronics' advanced products and video sources in the conference and education display market.

For another example, Ledman Optoelectronics' "Large-Size Smart Conference and Display All-in-One Technology Research" and 150 projects across the country were successfully selected into the 2022 New Information Consumption Demonstration Project. At the same time, Ledman Optoelectronics is also the leader in the home LED super large screen market. In 2022, Ledman will take the lead in launching the 163-inch 8K COB Micro LED ultra-high-definition home giant screen, allowing ultra-high-definition display products to further enter the high-end household consumer market, and driving the development of the global 8K ultra-high-definition video industry chain layout. Ledman home furnishing large screen has also established a diversified online and offline channel promotion model in recent years. It not only displays and promotes products on online channels such as JD.com and Tmall, but also conducts product display and promotion in Shenzhen, Guangzhou, Nanjing, Wuhan, Hangzhou, etc. 10 flagship stores and experience centers have been established in Chengdu, Chengdu and other places, and have preliminarily owned a leading "product service capability" system in the domestic market.

Even, the LED all-in-one machine has attracted the attention of many color TV giants. For example, Hisense will lay out the LED all-in-one conference interactive display and teaching multimedia display market in 2022. Take the Hisense Vision One giant screen 136-inch LED all-in-one product as an example. As a new technology "new product" of Hisense smart display products, it adopts the leading architecture of ASIC high-precision light control chip + Hisense "Xinxin" engine image quality chip, which stands out The application of Hisense's independent display technology has a certain degree of differentiated competitiveness. In 2022, Hisense will spend a huge amount of money to control Qianzhao Optoelectronics, an upstream manufacturer in the LED industry, highlighting Hisense's strategic layout in the LED display market.

"Using the all-in-one machine as the leader to accelerate the market expansion of emerging display applications such as micro LED" has become the consensus of the LED direct display industry. The battle for the "future battle" surrounding the all-in-one machine market is in the "early run" stage. The leading layout of Chinese enterprises is similar to its advantages in the global LED industry chain. Taking the LED all-in-one machine as the leader, Chinese enterprises will surely export more "Chinese creativity, Chinese solutions" products to the global display market in the future.