In 2020, the new coronavirus epidemic will show that the market is “a chicken feather”: in the first quarter, the color TV market shrank by 20%, and the education market was completely frozen. The most embarrassing movie projector is already in the “zero” era… But under such adversity, There are also products that “emerge suddenly”!
According to research data from Aowei, the commercial interactive tablet market sold about 62,000 units in the first quarter, a year-on-year increase of 46.1%, and sales of about 1.2 billion yuan, a year-on-year increase of 16.8%-the most pessimistic forecast for the whole year of 2020, commercial interactive tablet It is still able to grow by 15%, with a total of 318,000 units; the most optimistic forecast is to reach 377,000 units, a growth of 37%, and an annual increase of more than 100,000 units.
It can be said that, as a high value-added display product, commercial interactive tablets dominated by conference applications have become the most indispensable “growth point” of the entire display industry: especially in 2018 and 2019, it has crossed 100,000 and 200,000. After the market pass, in 2020 against the trend, it is still eager to steadily cross the 300,000 pass, highlighting the “long-term nature” of the industry’s growth.
The meeting showed that “contrarian” demand under the epidemic
In fact, the 2020 new coronavirus epidemic has generated a typical “reverse trend” demand for the conference display market. After the start of construction in February, the “Cloud Office” and the “Cloud Canton Fair” in June all required enterprises to “invest necessary hardware” resources in the application of “online video”. ——The enterprise display market is ushering in many new “video” scenes such as cloud office, cloud exhibition, cloud release, live delivery and so on. This change has brought about two major changes in meeting equipment requirements:
The first is that the necessity of meeting shows is getting stronger and stronger. Traditional conference room multimedia is mainly prepared for “PPT”, but now it is mainly prepared for remote video. For many small and medium-sized enterprises meetings, PPT multimedia is not necessary, and can also be carried out in paper format. The conference room display is optional. However, with the content characteristics of the remote video era, the meeting room must have “better display equipment”!
The second is that the conference room display is not only “for display”, but also for “camera”—that is, to meet the needs of remote audiences for clear viewing. At this time, the display device performance is required to be further improved. The cheap large-screen solutions represented by traditional business projectors are becoming increasingly unsuitable for the “network video conference” under the “camera”. Highlight, high definition and large screen have become the standard configuration of “multimedia” for remote conference display.
Of these two changes in demand, the first promoted the development of the “incremental market” for conference tablets, and the second brought the development of the “projection replacement” market. The two kinds of market momentum are superimposed. It is not surprising that the market for commercial interactive tablet devices in the first quarter and throughout 2020 is “significantly” stronger than the overall display industry market.
Large screen and high-end are the main “demand” features
During and after the epidemic, the hot sales of business interactive tablet products is not only a change in “quantity” but also an upgrade in “quality”. The typical change is that “large size” becomes the “core of demand”.
According to data from Ovi, commercial flat products, the traditional large-capacity, 65-inch market share in the first quarter fell by more than one-third, and for the first time in history, the “highest share of segment size” was given way to 86 inches. In the first quarter, large-size products such as 86 and 75 inches accounted for nearly 55% of the market, and the trend of shifting and upgrading the demand center to 86 inches was “very obvious.”
“With 86 inches as the leading factor and supplemented by other sizes,” such a commercial flat panel display product pattern has initially taken shape. The main driving force for the substantial increase in the proportion of 86-inch products is “price decline.” Since the epidemic, global display demand has shrunk, especially in the color TV market, putting pressure on the upstream and downstream markets, providing “ammunition” for the price drop of large-size commercial interactive tablets. It is expected that in the first half of the year, the price of large-size interactive tablets will drop by about 20%.
At the same time, the interactive tablet for conferences and the “electronic blackboard” products in the education market have formed a scale linkage benefit on the “supply” side of the 86-inch capacitive touch LCD display: the growth of electronic blackboards in the education market against the trend and the scale will help interaction The further large-scale development of conference tablets has played an important role in cost-sharing.
Since the epidemic in 2020, the application of commercial tablets has not only a clear trend toward large screens, but also a clear trend toward high-end applications: intelligent computing, AI function upgrades, and built-in cameras have become the main selling points of new products and the basis for many customers to choose. Simple display + interaction can no longer meet the various differentiated needs of the “cloud business” era, especially the remote meeting application, which puts forward “higher” requirements for the product’s own computing capabilities and camera functions.
On the whole, “quantity and quality” are the basic characteristics of the business interactive tablet market. The market revolution of commercial tablets from “innovative category” to “universal category” has arrived. The industry predicts that in about three to four years, commercial interactive display devices based on conference tablets are expected to impact the market size of one million units.
Future applications can be expected, supply diversification becomes a trend
Industry experts pointed out that the arrival of the epidemic “undubtedly significantly accelerated the pace of cloud migration for global companies”. Even Facebook CEO Mark Zuckerberg predicts that in the next 5-10 years, as many as 50% of employees will permanently work from home. The change from traditional offices to cloud offices has greatly strengthened the demand for business conference display.
At the same time, the new momentum of post-epidemic economic development in China with new infrastructure as the main direction and 5G+ as the core goal has also provided an “unprecedented experience” for the value enhancement and flow acceleration of elements such as enterprise business process information reshaping and data information Opportunities”. The accelerated development of new infrastructure will also become a driving force for the accelerated explosion of commercial display demand. Industry professionals believe that the future of “commercial display” is bound to be better.
Good expectations will obviously promote the commercial display of Nuggets from various forces. For example, not only interactive flat panel displays have become the new favorite of conference rooms; mini-led displays are also vigorously strengthening the construction of this market.
In the short term, it is difficult for flat panel display technologies such as LCD to break through the 100-inch application limit. The latter has just become an opportunity for mini-led small-pitch screen display systems to fill the gap. Mini-led products, through necessary technological innovations, not only overcome the disadvantages of LCD flat panel display area, but also achieve high-definition, ultra-high-definition display performance, flat-panel display form, and “high-brightness environment” and “camera mode” that exceed projection products. “Experience effect.
On the other hand, out of economic considerations, some customers do not need “interactive” functions. The use of large-screen social TVs, smart screen TVs and other products as “meeting room” display devices has also become the choice of some small and medium-sized enterprises. In fact, in the traditional conference room market, there are many “big screen TVs” coming in, and its market scale is so far larger than that of professional interactive flat panels-the historical process of flat panel displays penetrating meeting rooms is much longer than interactive flat panels. .
On the whole, diversified products such as interactive tablets, business projections, projection whiteboards, mini-led interactive large screens or simple mini-led displays, and large color TV screens have all participated in the “commercial display” and “conference display” markets. competition. This also makes the commercial display market a “small scale”, but “very many participating brands” field of “dragon battle”.
For example, LED manufacturer Leyard, color TV company Hisense, PC company Lenovo, projection brand BenQ, channel brand Dongfang Zhongyuan, CVTE’s MAXHUB, etc., are all participants in this market-companies that did not meet before, now share Compete in the same category market. This will obviously accelerate market promotion and also indicates that the industry is “unanimously optimistic” about the growth of this segment.
In summary, there are many facts and reasons that make the industry optimistic about the “development” of commercial flat panel display products in the short-term or long-term. In 2020, conference tablets and other products are immune to the impact of the epidemic, and it is not impossible to profit from it even with the help of the epidemic to promote cloud commerce. The rapid development of the commercial flat panel display market represented by conference panels in 2020 is expected.
From http://www.sosoled.com/news/show-14095.html
Post time: Sep-11-2020