In the first half of 2025, the global LED display market is under overall pressure, and the strategic value of overseas markets has become increasingly prominent. As the world's largest single market outside of China, the United States is the core position for competition and layout of global manufacturers. Under the multiple effects of demand growth, technology upgrades and policy changes, it presents "opportunities and challenges." "Coexistence" characteristics. Directly affected by Sino-US tariff friction, the U.S. LED display import market showed a fluctuation trend of "first rising and then declining" in the first half of 2025. Customs data showed that the total amount of LED display-related coding products exported from China to the United States dropped by 14.6%, and the growth momentum of the import market weakened in stages.
China's exports to the United States in 2024-2025InvolvedLEDDisplay the status of related coded products
Data source: General Administration of Customs, DISCIEN (DIXian Consulting)
According to data from DISCIEN's "2025H1 Global LED Small Pitch & Micro Pitch Market Research Report", in the first half of 2025, U.S. LED display market manufacturers Sell in-end shipments reached 3.24 billion yuan, a year-on-year decrease of 9.4%. Tariff policies have pushed up import costs. The U.S. generally imposes tax rates on LED display products at 30%-55%. Countries with capacity transfers also face new tariffs of 20%-50%, limiting alternative paths.
24H1-25H1United StatesLEDDisplay market brand sideSell inShipping volume (unit: 100 million yuan)
Data source: DISCIEN (DIXian Consulting)
Next, we will look at the US LED display market structure from the three dimensions of port of entry, supplier and receiver:
Pattern of ports of entry: The U.S. import market is concentrated in key areas, and the Los Angeles Olympics has generated phased incremental demand
Judging from the U.S. Customs port of entry data, the U.S. LED display import area in the first half of 2025 showed obvious characteristics of concentration and dispersion. California and New York are the core import areas, accounting for more than 40% in total. Florida and other states also have a certain share, and the rest are relatively scattered.
2025H1US MarketLEDDisplay import data distribution of ports of entry
Data source: DISCIEN (DIXian Consulting)
Among them, the growth potential of the California market is particularly prominent. The 30th Summer Olympics will be held in Los Angeles in 2028, and the state government’s “Smart LA 2028” 2028)" vision plan is clear, and 2025-2027 is the key expansion and construction period, which directly generates three major demand growth points: First, in order to ensure the viewing experience, event organizers and venue operators need to purchase high-definition and ultra-large size LED screens in bulk, creating huge direct demand; second, the government-led smart infrastructure The project has been accelerated, with large-scale deployment of LED displays in public areas such as squares, streets, and airports, and the promotion of intelligent wayfinding kiosks and traffic guidance systems to drive demand for public scene displays. Third, brands have taken advantage of the popularity of the Olympics to increase marketing investment, and the scale of LED advertising screens (especially outdoor digital screens) has expanded significantly.
Supply-side structure: Chinese companies dominate the import market, and the top echelons are clearly differentiated
From the "shipper" perspective of U.S. LED display imports, Chinese companies occupy an absolute dominant position. The TOP3 are Unilumin, Absen and Leyard, accounting for a total of 28.9%, forming the first echelon. However, the market has not reached a high degree of monopoly, and the other leading manufacturers still have room to catch up.
2025H1Imported from the United StatesLEDDisplay products: Distribution of shipping companies
Data source: DISCIEN (DIXian Consulting)
Let’s look at the specific performance of the TOP3 recipient companies:
(1) Unilumin: Internal brands work together to achieve breakthroughs in the mid-to-high-end market in North America
Unilumin continues to deepen its overseas market layout. In the first half of 2025, overseas revenue accounted for more than 60%, becoming the core segment supporting the company's growth. Overseas LED display business revenue was 2.117 billion yuan, a slight increase of 0.52% year-on-year. Revenue from the Americas was 715 million yuan, accounting for 33.8% of overseas LED display revenue, and a year-on-year increase of 6.82%. The growth rate was significantly higher than the overall overseas level.
UniluminLEDOverseas revenue and proportion of display business (100 million yuan)
Data source: Unilumin financial report, DISCIEN (DIXian Consulting)
From the perspective of the recipients of Unilumin's exports to the United States, its export business to the United States mainly relies on "internal brand synergy", and the sub-brand ROE Visual) deeply anchors the demand in the U.S. market, mainly promoting mid-to-high-end products, and establishing competitive advantages with certain brand premiums and strong cost-passing capabilities; at the same time, it forms complementary synergies with its parent brand Unilumin, and has achieved significant growth in the first half of the year, driving Unilumin's overall U.S. business to achieve steady growth.
2025H1US importedLED display products: Unilumin-Distribution of recipients%
Data source: DISCIEN (DIXian Consulting)
(2) Absen: Highly focused on its own brand, localized operations strengthen resilience
In the first half of 2025, Absen's overseas LED display business revenue was 1.344 billion yuan, a slight decrease of 0.09% year-on-year; of which, revenue in North America was 320 million yuan, accounting for 23.8% of its overseas LED display revenue, but it was affected by other products. Affected by the erosion of the brand market, it fell by 3.48% year-on-year. As a Chinese enterprise that entered the U.S. market earlier, Absen has established a mature localized operation system and currently has established a channel cooperation network of more than 6,000 in more than 140 countries and regions.In 2013, it established a US branch to realize localized operations of sales, logistics and customer service; it also established a regional warehousing and logistics center in the United States to shorten the delivery cycle and improve order response speed; at the same time, it has long-term cooperation with local system integrators, dealers and engineering companies in the United States to expand its sales and service network.
AbsenLEDOverseas revenue and proportion of display business (100 million yuan)
Data source: Absen Financial Report, DISCIEN (DIXian Consulting)
Judging from the recipients of Absen's exports to the United States, its exports to the United States are absolutely dominated by its own brands. In the first half of 2025,In 2017, its own brands accounted for more than 80% of the total. At the same time, with AbsenLive as the entry point for the U.S. market, it has deeply developed products in the segmented application market, especially in the rental performing arts and virtual shooting markets, which has a significant share.
2025H1US importsLEDDisplay products: Absen-Consignee distribution%
Data source: DISCIEN (DIXian Consulting)
(3) Leyard: Global production capacity layout focuses more on external exports to the United StatesCooperation
In the first half of 2025, Leyard's overseas LED display business revenue was 1.536 billion yuan, a year-on-year increase of 18.98%. The proportion of overseas markets increased to 50.03%, exceeding domestic revenue for the first time. Revenue from the U.S. market reached 930 million yuan, a year-on-year increase of 12.16%, accounting for 60.5% of overseas LED display revenue. Currently, Leyard has 10 major production bases and 9 major R&D centers around the world. With China as the core, it has formed a localized layout that covers North America and Europe. Localized production in the United States through Planar factories can directly supply the North American market, reducing import dependence and avoiding some tariff costs. Products exported to the North American market are mainly produced by Slovak factories, and the US factories focus on high value-added fields such as AI and space computing, forming complementary production capabilities.
LeyardLED Overseas revenue from display businessand proportion (100 million yuan)
Data source: Leyard Financial Report, DISCIEN (DIXian Consulting)
Judging from the recipients of Leyard's exports to the United States, its export business to the United States focuses more on the external cooperation model. From the first half of 2025, the proportion of subsidiary Planar will be relatively small, and other external partners will occupy a more dominant share.
2025H1US importsLEDDisplay products: Leyard-Consignee distribution%
Data source: DISCIEN (DIXIEN Consulting)
The pattern of the receiving end: the market is highly fragmented and the penetration of Chinese companies needs to be broken
Different from the "head concentration" on the supply side, the recipients of the U.S. LED display market are highly fragmented, and are dominated by Chinese companies' U.S. subsidiaries or local large customers. The TOP5 companies are Unilumin, Absen, OPTEC, FORMETCO and Vision, with a combined market share of 32.9%;
2025H1Imported from the United StatesLEDDisplay products: Distribution of recipients
Data source: DISCIEN (DI Xian Consulting)
Among them, Optec Displays was founded in 1985 and is one of the leading LED display manufacturers in North America and even the world. Its core supplier is Shanghai Sansi Electronics. The two parties have established an in-depth cooperative relationship since 2011 and formed a stable supply chain collaboration model.
Formetco was founded in 1968 and focuses on household products.For outdoor advertising and sports event scenes, its core products include LED digital billboards, LED video scoreboards, etc. It has the closest cooperation with Ledman and maintains stable cooperation with Unilumin.
Future Outlook: Although the tariff policy will inhibit the U.S. LED display import market in the short term, in the long term, the demand potential and technological iteration of the U.S. market will inject continued growth momentum into the industry, and the overall development trend is "opportunities outweigh challenges".
From the demand side, strong consumer spending in the United States provides core support for the LED display market: the digital outdoor advertising market is growing rapidly, and high-end retail, theaters, museums and other scenes are increasingly paying attention to immersive interactive experiences, driving the demand for high-resolution, high-brightness, and flexible displays; large-scale events such as sports events and concerts have driven a surge in demand for large-scale LED video walls; grassroots scenes such as churches, schools, and community centers are also widely using small LED screens for announcements, event displays, and evangelism, promoting product popularity.
From a technical point of view, the trend of technological upgrading in the LED display industry is obvious: COB/MIP technology routes continue to deepen, Mini/Micro The commercialization process of LED is accelerating, promoting the application of higher-definition and smaller-pitch products in high-end scenes such as conference rooms and monitoring centers; high-refresh screens have become the new standard in the high-end rental market; flexible screens and transparent screens have expanded to new areas such as building curtain walls, becoming the core focus of enterprise technology competition, further opening up market growth space.
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