2016 is a year of sports events. The holding of major international sports events such as the Brazilian Olympic Games, the European Football Cup, and the America's Cup and the accompanying promotional activities have effectively stimulated the market demand for LED displays in 2016. I believe that the overseas market business of domestic LED display companies will have very considerable growth this year.
As one of the most comprehensive LED display product solutions and service providers in the domestic LED display application industry, Shenzhen Lianjian Optoelectronics Co., Ltd. has participated in all these important international events. It is understood that the largest stadium screen for this year’s Rio Olympics in Brazil, part of the fence screens for the European Cup, and most of the fence screens for the America’s Cup are provided by Lianjian Optoelectronics. The European Cup and the America's Cup have come to a perfect end, and Lianjian Optoelectronics' fence screens have also witnessed the dark horse Portugal team's counterattack in this European Cup - defeating the host France 1:0 in the final to win the championship, and Chile's victory in the Centenary America's Cup again. The 31st Summer Olympics, the biggest sports event this year, will kick off in Rio de Janeiro, Brazil, on August 5. We will wait and see what kind of extraordinary experience Lianjian Optoelectronics' stadium large screen will bring to the audience.
Timely adjustment of development strategy
In recent years, as the domestic LED display market has become increasingly saturated and competition has become increasingly brutal, more and more domestic LED display companies have begun to expand into overseas markets and continue to increase investment. Among them, Lianjian Optoelectronics has also adjusted the company's development strategy in a timely manner and re-planned overseas markets. The intensity and intensity of overseas market expansion are increasing year by year.
Xiang Jianyong, deputy general manager of Lianjian Optoelectronics, told the reporter of "LED Screen World": "Overseas markets have always been an important driving force for the growth of the domestic LED display industry. In the past few years, Lianjian Optoelectronics has attached great importance to overseas markets. After the strategic adjustment, Lianjian Optoelectronics will continue to increase its investment in all aspects of overseas markets (product development, marketing and promotion, etc.). In the second half of this year, the company will also implement some specific policies. The annual growth in overseas business is expected to be no less than 30%. ”
In order to expand key overseas markets, in 2016, Lianjian Optoelectronics participated in a number of large-scale international industry exhibitions in the Netherlands, the United States, Russia and Asia-Pacific, effectively enhancing Lianjian Optoelectronics' global influence. Xiang Jianyong further said: "From the perspective of the overall market layout, Lianjian Optoelectronics is gradually increasing its marketing investment in the European and American markets. Sales revenue in the European market this year is expected to exceed the 100 million yuan mark; in the Middle East and the CIS, as the market share in the first half of the year has been relatively good compared to industry peers, our goal in the second half of the year is to maintain the market and seek breakthroughs."
Small spacing goes to overseas markets
With the rise and explosion of domestic small spacing, Lianjian Optoelectronics once again stood under the spotlight of the domestic LED display application industry. When small spacing began to go global, Lianjian Optoelectronics' overseas market development stood at a new starting point.
It is an indisputable fact that Chinese LED display companies have achieved "overtaking in corners" in the field of small spacing, leaving internationally renowned companies such as Daktronics and Barco behind. Now, this small-pitch trend is blowing around the world, and China's small-pitch display products are going global. At the ISE exhibition in Amsterdam in February this year and the Infocomm exhibition in Las Vegas in June this year, the small-pitch products exhibited by many Chinese LED display companies once became a beautiful scenery at the exhibition, bringing great shock to European and American customers, whether it was its appearance design, its color, or its seamless splicing display effect.
Xiang Jianyong also deeply agrees with this: "In the past two years, small-pitch products have become very popular in China. With the creation of some benchmark projects and the development of technology, small-pitch products have begun to enter overseas markets. Although such products have high marketing costs and difficult production, they are new products that meet market demand. Lianhe Jian Optoelectronics is confident in the growth of small spacing in overseas markets. ”
Xiang Jianyong’s confidence comes from the rapid growth of demand for LED display products in overseas markets, especially high-quality products, such as small spacing LEDs; on the other hand, it also comes from Lianjian Optoelectronics’ own strength, that is, the leading edge in the production technology of small spacing products.
To explore overseas markets, Xiang Jianyong believes that the core competitiveness of Lianjian Optoelectronics is also reflected in two aspects: economies of scale and the accumulation of experience in (advertising) large-screen production and construction. The scale effect can significantly reduce the production cost of the product, thereby improving the product's cost performance, and the accumulation of rich experience can gain the trust and recognition of customers.
In the European and American markets, customers pay more attention to the quality of a product and the company's service awareness and attitude, which has been tested by the market. Xiang Jianyong is convinced of this. He said: "Lianjian Optoelectronics has always adhered to the belief of high quality. The company always puts quality first in corporate development, and at the same time continues to improve service levels, so as to cultivate a first-class Chinese-made brand in the global LED display field." In Xiang Jianyong's opinion, the pressure lies in: on the one hand, it is the huge initial investment in brand marketing and promotion, and secondly, it also involves the adjustment of the entire company's strategy and personnel, which will also take a period of time to complete.
When more and more domestic LED display companies are pouring into overseas markets and looking for new development opportunities, this will certainly be beneficial to the continuous development of the domestic LED display industry, but the crisis is also emerging. Xiang Jianyong also expressed his concerns - price pressure from peers, short-term behavior that does not focus on quality, and ultimately the negative impact on the industry will take several years to digest, which has also sounded the alarm for the entire industry.
ANNA