What is the next step for the LED display?
Recently, a number of leading screen companies have successively released the “transcripts” of the past year, and they also have strategic plans for the later development of this year. Today, the concentration of the LED display industry continues to intensify. Under the current situation where the market space is relatively limited, finding an incremental market is the way to break through. More subdivisions to be explored are waiting for the addition of LED displays. . With the rapid changes in the market, the leading companies in the industry are often the first to capture key market information and trends keenly, and every move of the leading screen companies will also convey the industry’s prospects. Today, we will start from the leading screen companies. In the market layout of LED display, let’s see where the future market growth point of LED display is and where to go next.
Micro LED opens up market space, cost reduction and efficiency improvement are the prerequisites for scale
With the advent of a new round of technology cycle, we believe that the display industry will show diversified development of technology. Driven by the needs of 5G ultra-high-definition display, intelligent interaction of all things, and flexibility of mobile intelligent terminals, various new display technologies are expected to achieve good growth in the corresponding subdivisions. On this basis, Micro LED display technology is considered to be the new display technology direction with the most growth potential in the future. After realizing the commercialization of Mini LED, screen companies are accelerating the commercialization of Micro LED while continuing to deepen the maturity of the Mini LED market.
In the latest screen company announcement, Leyard will achieve 320 million yuan in Micro LED orders in 2021, and a production capacity of 800KK/month. It has made milestone progress in COG research and development, and has improved the yield of mass transfer. Through the process Optimization and cost reduction; Lianjian Optoelectronics completed the transformation of COB technology from “forming” to “mature” during the reporting period, successfully realized the large-scale mass production of COB micro-pitch products, and gained market popularity with high-quality micro-pitch products; During the reporting period, Alto Electronics undertook the Shenzhen Science and Technology Plan Project – “Major Transfer Technology to Realize the Key Technology Research and Development Project of Ultra-High Resolution Micro LED Display”, which will promote the progress of Micro LED technology in the industry and accelerate the pace of the company’s Micro LED commercialization; Based on HCCI technology with independent intellectual property rights, Absen has released Micro LED technology using flip-chip COB packaging… From the action layout of these screen companies, it is not difficult to see that COB and COG packaging technology will be Micro LED At present, the COB packaging technology industry chain is more complete, the technology is more mature, and it is easier to perform mechanical processing. It is the mainstream form of micro LED applications in large-scale applications, while COG packaging technology is currently mainly in the technology exploration stage.
As the most important development direction of the LED industry in the future, Micro LED has opened up the next competitive space. The layout of the leading screen companies in the field of Micro LED technology has already begun. From the perspective of the application market penetration path, Micro LED has been applied to small-pitch (<1mm) large-screen displays. In the field of VR/AR applications, the technical threshold is required. Higher, but also requires a technical precipitation period. To achieve large-scale mass production of Micro LED, it is similar to the development path of small spacing. It is a phased process from exploration to trial production to explosion.
Deploy the metaverse, open up new scenes with naked-eye 3D, virtual shooting, and virtual digital humans
The Metaverse, which exploded last year, ushered in a cooling-off period. With the introduction of policies related to the Metaverse industry chain by most governments, its development will be more standardized and rationalized under the guidance of policies. Under this opportunity, LED displays can be said to be the forerunners of building a “reality” metaverse, and technologies such as XR virtual shooting, naked-eye 3D, virtual digital humans and other immersive atmospheres have already been pulled into the “battle” by screen companies. , especially under the policy of the “One Hundred Cities Thousand Screens” campaign, the outdoor large screen, especially the naked eye 3D, is the most eye-catching.
In the virtual reality business, Leyard uses optical motion capture technology as the basic technology to expand its applications in heavily immersive display solutions, VR experience, and metaverse; Lianjian Optoelectronics has many cases in naked eye 3D applications, and recently participated The drafting of relevant application standards for glasses-free 3D promotes the rapid formation of standard demonstrations and industrial agglomeration effects; Alto Electronics continues to strengthen the one-stop solution capability combining “hardware + software + content”, and develops “machine vision-based and edge-based” solutions in software. The “Computerized Network Digital Portrait” system focuses on the production of creative digital content and the operation of immersive digital live broadcast rooms. Its subsidiary, Chuangxiang Shuwei, has provided virtual digital human, naked-eye 3D video production, etc. for customers such as large state-owned banks. Recently, Alto also launched a virtual digital human “Xiao Ao” to interact with the company’s chairman; Absen revealed on a recent investment interactive platform that its stage display equipment can be used in XR virtual shooting scenes, and naked-eye 3D advertising screens help build cities Business districts and landmarks.
Market standardization is inevitable, industry standardization is a trend
The development prospects of the domestic LED display market are promising. However, according to market observations, the quality of module splicing products, which account for more than half of the market, is of mixed quality, and safety issues emerge one after another. Although the LED display industry is a high-tech industry, in fact, its industry threshold is not high. For the deep cultivation of technology and brands, only those screen companies that do a good job of display products, and some shoddy products not only disrupt the market order, but also It also greatly damaged the credibility of the industry. Not long ago, the Zhengzhou Market Supervision Bureau investigated and dealt with a display screen without 3C certification. The display products involved belong to the module splicing screen and the key components used, and the national compulsory product certification test report for the LED full-color display products it applied for. Inconsistent, there are certain security risks. Under such circumstances, market standardization is urgent.
On the road of strengthening the standardization of the industry market, some screen companies have taken the lead, such as Lianjian Optoelectronics, Absen, etc., have launched the concept of “original machine, original brand”, and Absen has also launched eight major industry Standards, highly recognized by the industry, are intended to keep the industry on the right track of legal compliance and not go astray.
In this regard, the promotion of standardized display products will become a trend in the industry. “Purifying” products also means “purifying” the industry, promoting standardized products to become the mainstream of the market, allowing good products to drive out inferior products, so that the market is more healthy and standardized.
From the action layout of leading screen companies, we can see where the industry will grow in the future. The four key words of Micro LED, Metaverse, Channels, and Standards will be hot topics in the future, and their specific development progress will be How, we will wait and see.
