2017 is coming to an end, and 2018 is coming to us quietly! Judging from the performance reports of major LED display companies, the performance of the industry's leading companies is still growing strongly, the data is very eye-catching, and others are envious. Judging from the LED display market in recent years, the LED display industry is gradually concentrating on companies with technological and scale advantages, the market space is gradually shrinking, and industry competition is becoming increasingly fierce.  

 

Integration, mergers and acquisitions, and staking are still the games played by leading LED display companies. They mainly increase the LED display industry, extend the industry chain horizontally or vertically, and continue to open up new markets. In the past two years, with the continuous improvement of the terminal market’s requirements for product quality, performance and other aspects, and the trend of industrial transformation, LED display manufacturers of various sizes in the industry have transformed, gradually eliminated outdated production capacity, and moved to the "high-end application market." .

 

Under the trend of product application upgrades, "high-end" has become a new cake in the LED display industry. At the same time, with the upgrading of customer demand in the terminal market in the future, this piece of cake will become larger and larger, which will help LED display companies optimize their product structure and increase profits. At the same time, it can also break the deadlock where many LED display manufacturers in the industry have been obsessed with the low-end market and fight for low prices, and comprehensively enhance the image and credibility of the industry. However, the complexity and variability of the high-end consumer market have long exceeded the expectations and preparations of many LED display manufacturers. Therefore, for many LED display companies currently wanting to truly gain a foothold in the high-end market, they still face many tests and challenges.

 

New hand, new gameplay! For LED display companies, transforming into the high-end market is not simply copying the competition methods, models, product development and production in the low-end market, and simply copying them directly in the high-end market. Redefine and develop the population and needs of the company. The high-end market is a brand-new battle for all LED display manufacturers. It is necessary to adopt the thinking and concept of "starting a new stove" in order to truly take root in this field and win its own world.

In the past two years, some LED screen enterprises from the low-end market to the high-end market in the transition process, there will inevitably be some "acclimatized" situation.  The fundamental reason is that many enterprises in product research and development, production and manufacturing, as well as marketing, after-sales service these four links, indirect and direct contact with users of the department and person in charge, has not completely changed.  For example, many LED display companies, always simply think that high-end is high price, high-end is a bit more beautiful style, rich functions...  Always hope to invest in high-end technology and product innovation today, tomorrow can occupy a place in the high-end market, achieve profit growth, so that the gain is not worth the loss.

 

In fact, the real "high-end market" is not only selling prices and products, but also selling services and delivering ideas.  To achieve the product technology innovation, marketing services and service innovation, and user needs to effectively link up, from high price to high value;  At the same time, it should also be clear that high-end transformation is a long-term and systematic project, which can not be solved by burning money in a short period of time. It is necessary to cultivate the definition ability of high-end products and improve the user recognition of high-end brands through intensive cultivation and continuous investment in a way of "smoothing things silently".  In addition, in the current high-end LED display market, LED display enterprises must deeply contact the market and understand the real demand of the market: whether customers choose products because of the price, or because of the brand, or because of the sense of innovation, technology and other factors?  For high-end customers, what they care most about is the product or the brand?  What sets them off?

 

 At present, there are still many challenges for Chinese LED display manufacturers to shift to the high-end road. The top priority is to rely on value-oriented products to achieve brand influence, and then force product innovation and iteration through brands.  In the end, it is necessary to build a two-wheel drive system of "value product + value brand" facing user demand.  The core motivation is simple: one is to strengthen the product, the other is to expand the brand, and then simultaneously expand the thickness and sense of value of the product and the brand, with the help of the product this link to give the end market brand new recognition and label.

 

 Facing the more and more high-end, changeable market demand, LED display manufacturers have to jump out of the single product competition in the past, and to avoid even high-end market competition into another low-end market price war, high-end market, for all the Chinese LED display enterprise, is a new battlefield, is a new starting point,  Especially in the high-end market itself there is insufficient small and medium-sized screen enterprises, must start again, accelerate the start, just have the opportunity to share the fruits of victory!