With the development trend of high-definition digitalization, outdoor LED large-screen media has become a dark horse that cannot be ignored by new media. However, behind this gorgeous appearance, the development status of LED large screens in recent years is not optimistic, whether it is investment operation or late market, people are stunned.
Looking back over the past ten years, especially after joining the WTO WTO, with the rapid development of digital technology, information technology, the Internet, mobile internet and social media. China's outdoor advertising has smashed the big screen of LED, and the outdoor LED screen has quickly entered the era of blowout. However, advertisers did not buy it later, the market fell, investment enthusiasm and market returns were lower than expected, followed by the emergence of value bubbles. Outdoor LED large screens face various stumbling blocks on the road of development.
Roadblock 1: low profit and high investment
At present, most LED large-screen operators have not found an effective profit model. Among them, up to 90% of media companies are in the non-profit stage, LED large screens have low profits, high investment, and the late recruitment difficulties have become normalized. What's more, there will be losses or losses. Under the pressure of power shortage, high operating costs and other pressures, LED large-screen profits and added value almost fell to freezing point. Coupled with the national energy-saving emission reduction, the call for green civilization, the original LED LED screen is even worse. LED big screens need to open up a road from scale to value to "explore" to cope with the future development of outdoor advertising.
Roadblock 2: Media value is gradually lost
Since the location of the LED large screen is often the “golden location†of the bustling city, Beijing’s World Trade Center, Contemporary Mall, and Haidian Theatre are all examples of the prosperous areas with large traffic in Beijing. Therefore, the initial investment is generally no problem, the advertisers are also very willing to launch, so blindly follow the trend, enter the bloody era of group purchases, the crowds of advertisers, resulting in a rapid increase in the number of advertisements, for operators, this is the hope The more customers there are, the more profit they have.
However, for advertisers, the more advertisers, the less time a single ad plays in a limited time, which affects the performance of the ad. It is very likely that the audience will be in the audience before the ad has completed a loop. Already left, the meaning of advertising is greatly reduced.
In view of the poor performance of advertising, the rational return to the later stage began, and then prefer to choose print media, and not cast LED video media. The continuous loss of customers, the oversupply of advertising space, for LED large-screen operators, in order to maintain operating costs, it is necessary to increase the price of advertising, once the price of advertising increases, even the remaining 3-4% of customers are also shaking . The continuous loss of customers is not limited to LED outdoor large-screen media. For any kind of media, its value cannot be discussed. This is why LED outdoor screens that everyone sees, most of the time is the reason for the investment advertisements of the cycle operators or public service advertisements.
Roadblock 3: huge energy consumption
The power shortage has been a deadly factor that has plagued the development of outdoor LED large screens. Under this influence, most operators are deeply involved in the heat. LED large screens are very expensive in terms of power consumption. Traditional LED large screens have not achieved substantial breakthroughs in energy consumption. In the era of power shortage, how will the LED big screen era respond? In today's outdoor media advocates "low consumption and high efficiency, beautification and greening" today, where will the high-energy LED big screen finally go?
The powerful power consumption has made the high-energy LED large-screen industry talk about the change. In some areas, priority is given to protecting residents' electricity consumption. Measures such as power supply and power cut have been carried out. Traditional LED large screens use power consumption ranging from 400-600 watts per square meter, plus several kilowatts of cooling air-conditioning, and are listed on the blacklist of power-limited and off-air broadcasts.
Not only that, from the gradual withdrawal of incandescent lamps from the market, it can be seen that high-energy products will be difficult to maintain today, while promoting low-carbon and environmental protection. Once upon a time, incandescent lamps were in the field of lighting, but with the advent of new energy-saving products such as LEDs, they gradually fell out of favor and eventually withdrew from the market. Similarly, LED big screens are now in full swing, and maybe one day, due to power shortages, energy consumption and other issues, the incandescent lights will follow the lead and face the danger of being forced to withdraw from the market.
Roadblock 4: Luxury goods that burn money
The electricity shortage is not scattered, the profit is foggy, the operation and maintenance costs are high, what should be used to save the outdoor LED large screen? According to LED industry analysts, LED big screen can be profitable, the key lies in the cost and late investment .
As we all know, the LED big screen is tens of millions, and the weight is hundreds of millions. In short, LED is a purely lucrative luxury goods, plus the advertising space obtained from the heavy bidding, the initial investment is up to millions, and some even tens of millions to Tens of millions of dollars, the large amount of investment in the early stage will inevitably bring a burden to the subsequent operations.
Not only that, but the post-maintenance of LED large screens is also a big expense. In addition to the high cost of cooling and air conditioning, hundreds of watts of power per square watt, as well as high maintenance, cleaning and other costs, many operators are stretched. Light cost recovery is a big problem, let alone profit, which is the main reason why most operators are now squatting after “playing big cardsâ€.
Roadblock 5: Rejecting glare pollution
Due to the huge domestic LED production capacity, the method of reducing inventory is only short-lived. Many local governments have begun to foster the development of LEDs, and have made special efforts to engage in science and technology culture cities. The cultural circle economic circle has risen rapidly, and a large number of LED large screens have been adopted. Especially in public facilities, LED applications are huge, but domestic LED manufacturers have overestimated the consumption of these high-end products, and government procurement is limited.
For a rational city, people-oriented, light pollution has brought many hidden dangers to the environment and security of society. Although there are many methods of control and management, the billboards of domestic bad merchants are too aggressive and have to be enforced.
The most unfortunate thing happened again, environmental protection, and resistance to light pollution. Many cities have launched actions to remove illegal LED screens. At least in the short term, it is difficult to restore the sales of LED large screens.
Comments:
Most of the outdoor LED large-screen media construction sites are located in the landmark buildings of the core cities, the central business district, the main roads, and other functional places with dense traffic. It has the characteristics of large screen area, eye-catching, strong visual impact, wide viewing angle and colorful color. However, the above problems are actually threatening the development of outdoor LED large screens. Where is the future path? It is the top priority of big screen manufacturers to solve these problems fundamentally.
Looking back over the past ten years, especially after joining the WTO WTO, with the rapid development of digital technology, information technology, the Internet, mobile internet and social media. China's outdoor advertising has smashed the big screen of LED, and the outdoor LED screen has quickly entered the era of blowout. However, advertisers did not buy it later, the market fell, investment enthusiasm and market returns were lower than expected, followed by the emergence of value bubbles. Outdoor LED large screens face various stumbling blocks on the road of development.
Roadblock 1: low profit and high investment
At present, most LED large-screen operators have not found an effective profit model. Among them, up to 90% of media companies are in the non-profit stage, LED large screens have low profits, high investment, and the late recruitment difficulties have become normalized. What's more, there will be losses or losses. Under the pressure of power shortage, high operating costs and other pressures, LED large-screen profits and added value almost fell to freezing point. Coupled with the national energy-saving emission reduction, the call for green civilization, the original LED LED screen is even worse. LED big screens need to open up a road from scale to value to "explore" to cope with the future development of outdoor advertising.
Roadblock 2: Media value is gradually lost
Since the location of the LED large screen is often the “golden location†of the bustling city, Beijing’s World Trade Center, Contemporary Mall, and Haidian Theatre are all examples of the prosperous areas with large traffic in Beijing. Therefore, the initial investment is generally no problem, the advertisers are also very willing to launch, so blindly follow the trend, enter the bloody era of group purchases, the crowds of advertisers, resulting in a rapid increase in the number of advertisements, for operators, this is the hope The more customers there are, the more profit they have.
However, for advertisers, the more advertisers, the less time a single ad plays in a limited time, which affects the performance of the ad. It is very likely that the audience will be in the audience before the ad has completed a loop. Already left, the meaning of advertising is greatly reduced.
In view of the poor performance of advertising, the rational return to the later stage began, and then prefer to choose print media, and not cast LED video media. The continuous loss of customers, the oversupply of advertising space, for LED large-screen operators, in order to maintain operating costs, it is necessary to increase the price of advertising, once the price of advertising increases, even the remaining 3-4% of customers are also shaking . The continuous loss of customers is not limited to LED outdoor large-screen media. For any kind of media, its value cannot be discussed. This is why LED outdoor screens that everyone sees, most of the time is the reason for the investment advertisements of the cycle operators or public service advertisements.
Roadblock 3: huge energy consumption
The power shortage has been a deadly factor that has plagued the development of outdoor LED large screens. Under this influence, most operators are deeply involved in the heat. LED large screens are very expensive in terms of power consumption. Traditional LED large screens have not achieved substantial breakthroughs in energy consumption. In the era of power shortage, how will the LED big screen era respond? In today's outdoor media advocates "low consumption and high efficiency, beautification and greening" today, where will the high-energy LED big screen finally go?
The powerful power consumption has made the high-energy LED large-screen industry talk about the change. In some areas, priority is given to protecting residents' electricity consumption. Measures such as power supply and power cut have been carried out. Traditional LED large screens use power consumption ranging from 400-600 watts per square meter, plus several kilowatts of cooling air-conditioning, and are listed on the blacklist of power-limited and off-air broadcasts.
Not only that, from the gradual withdrawal of incandescent lamps from the market, it can be seen that high-energy products will be difficult to maintain today, while promoting low-carbon and environmental protection. Once upon a time, incandescent lamps were in the field of lighting, but with the advent of new energy-saving products such as LEDs, they gradually fell out of favor and eventually withdrew from the market. Similarly, LED big screens are now in full swing, and maybe one day, due to power shortages, energy consumption and other issues, the incandescent lights will follow the lead and face the danger of being forced to withdraw from the market.
Roadblock 4: Luxury goods that burn money
The electricity shortage is not scattered, the profit is foggy, the operation and maintenance costs are high, what should be used to save the outdoor LED large screen? According to LED industry analysts, LED big screen can be profitable, the key lies in the cost and late investment .
As we all know, the LED big screen is tens of millions, and the weight is hundreds of millions. In short, LED is a purely lucrative luxury goods, plus the advertising space obtained from the heavy bidding, the initial investment is up to millions, and some even tens of millions to Tens of millions of dollars, the large amount of investment in the early stage will inevitably bring a burden to the subsequent operations.
Not only that, but the post-maintenance of LED large screens is also a big expense. In addition to the high cost of cooling and air conditioning, hundreds of watts of power per square watt, as well as high maintenance, cleaning and other costs, many operators are stretched. Light cost recovery is a big problem, let alone profit, which is the main reason why most operators are now squatting after “playing big cardsâ€.
Roadblock 5: Rejecting glare pollution
Due to the huge domestic LED production capacity, the method of reducing inventory is only short-lived. Many local governments have begun to foster the development of LEDs, and have made special efforts to engage in science and technology culture cities. The cultural circle economic circle has risen rapidly, and a large number of LED large screens have been adopted. Especially in public facilities, LED applications are huge, but domestic LED manufacturers have overestimated the consumption of these high-end products, and government procurement is limited.
For a rational city, people-oriented, light pollution has brought many hidden dangers to the environment and security of society. Although there are many methods of control and management, the billboards of domestic bad merchants are too aggressive and have to be enforced.
The most unfortunate thing happened again, environmental protection, and resistance to light pollution. Many cities have launched actions to remove illegal LED screens. At least in the short term, it is difficult to restore the sales of LED large screens.
Comments:
Most of the outdoor LED large-screen media construction sites are located in the landmark buildings of the core cities, the central business district, the main roads, and other functional places with dense traffic. It has the characteristics of large screen area, eye-catching, strong visual impact, wide viewing angle and colorful color. However, the above problems are actually threatening the development of outdoor LED large screens. Where is the future path? It is the top priority of big screen manufacturers to solve these problems fundamentally.
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