On April 13, the Ministry of Commerce issued the "Notice of the General Office of the Ministry of Commerce on Innovating Exhibition Service Models and Cultivating New Drivers for the Development of the Exhibition Industry", clearly stating that innovative exhibition service models are a major deployment of the Party Central Committee and the State Council, and are aimed at COVID-19. An important measure to accelerate the recovery and development of the industry under the conditions of normalization of epidemic prevention and control.
As early as April 10, at the State Council’s Joint Prevention and Control Mechanism press conference, Ren Hongbin, Assistant Minister of Commerce, introduced that the 127th Canton Fair will be held online in mid-to-late June, and innovatively proposed to replace physical exhibitions with online exhibitions. It mainly includes three parts: online display docking platform, cross-border e-commerce area, and live marketing services.
For most LED display companies rooted in the exhibition, this innovation from offline to online may also be a revelation.
Companies that "lost" their booths are like lost lambs
For LED display companies, the exhibition is a very important platform for publicity, display and sales. It is already a "tradition" of our company to participate in major domestic and international exhibitions every year. The work of the new year mostly starts from the exhibition. At the exhibition every year, our company will display the latest products, meet with new and old customers through the exhibition, and receive various orders. Various awards during the exhibition, new technology and product launches, forum activities, etc., are excellent opportunities for companies to promote themselves and promote products. The exhibition provides an important platform for companies to face visitors from all over the world. Perhaps a new customer harvested during the exhibition is enough to meet the company's order needs for one year.
Although the exhibition is not the only source of corporate orders, on the special platform of the exhibition, many companies can compete on the same stage, show the best side, and capture customers. On this stage, every company has the opportunity to gain the favor of customers. At the same time, the exhibition is an important platform for the public to understand the development direction of display technology and understand the latest display technology "trend", our small pitch, the current MINI LED, or the development of other subdivided products (transparent screens, floor tiles, etc.). It is often through the exhibition platform to quickly enter the public eye.
However, the sudden new crown pneumonia has completely disrupted our lives, and also caught our LED display companies by surprise. In the face of major exhibitions that have been postponed or canceled, most companies are confused. Since the outbreak of the epidemic, many domestic and building materials related exhibitions have been postponed or canceled. Except for Mainland China, more than 150 exhibitions have been canceled or postponed worldwide. LED display-related audio-visual exhibitions, except for the overseas Dutch ISE exhibition at the beginning of the year, which was held as scheduled before the global outbreak of the epidemic, other domestic and international exhibitions such as ISLE exhibition and Wenxin advertising exhibition have been postponed.
The engineering attributes of LED display screens, and the industry’s "advance payment" production and operation model that has become the industry rule, determine that the source of continuous "orders" is the kingly way for the survival and development of display companies. No order means that the company has lost its source of life. Of water. Therefore, without the exhibition, which is an important platform for sales and "orders", most display companies appear to be very passive, or have a sense of powerlessness.
Innovation mode is the future of LED display
The Canton Fair has moved from offline to online. It is not clear whether the professional international display exhibition directly related to LED displays will adopt the same format. Currently, under the impact of the epidemic, the vast majority of LED display companies are basically in a semi-"stagnation" state. After finally overcoming the difficulties of resuming work, we have the conditions for resuming production, but where are the orders?
This is the dilemma faced by most companies. Without new orders, companies will immediately face severe challenges in survival. The desire to survive has prompted companies to launch self-rescue actions. Many companies in the industry have moved their activities from offline to online, using various conference platforms to hold new product launches, channel investment conferences, etc. This is an LED display company A compelling model innovation during the epidemic.
Nowadays, with the global pandemic of the new coronavirus epidemic, under the normalization of epidemic prevention and control, it is difficult for LED display companies to carry out production and operation activities as in the past, and the business activities moving from offline to online will become more and more. many.
However, what is certain is that it is not too difficult to simply move the product launch event from offline to online. Compared with the enterprise, it may save a lot of cost of holding an offline launch event. Cost, but how effective is this is a question. We are a society in which people come and go, meeting three-part relatives, separated by "screens" like mountains. Although the epidemic will have a certain impact on people's living and working habits and will produce some changes, how can the cultural genes of thousands of years be completely changed because of an epidemic?
Some people in the industry ridicule, LED display is a "drinking" industry, usually achievement orders are mostly between the staggered, especially for the domestic market. Can the LED display that lack the "wine taste" sell well?
Of course, the author does not deny this mode of LED display shifting from offline to online, but for this mode, for the current LED display, is it forced to be a short-term act of helplessness, or will it really develop into A future model?
LED display is not a consumer product, nor is it ready to sell on an online platform. It is still a highly professional engineering product. If we simply move from offline to online, I'm afraid that the water and the soil will not be acclimatized.
Therefore, to change the current unfavorable situation for LED display screens, it is necessary to proceed from the overall situation and comprehensively think. From product development to sales and service systems, innovations are required to make fundamental changes possible.
The epidemic has indeed caused a crisis, but there are also "opportunities" in the crisis. For example, the 50 trillion "new infrastructure" often mentioned recently includes 5G infrastructure, UHV, intercity high-speed railway and intercity rail transit, Everyone knows that this is an opportunity for LED displays, charging piles, big data centers, artificial intelligence, and industrial Internet. However, if we continue to sell products in the past without innovating product models, LED displays The problems facing today will still recur in the future.
Fortunately, we can already see certain changes in our industry. For example, in the process of smart city construction, LED light pole screens that integrate multiple technologies, such as the highly integrated "LED conference all-in-one machine" appearing in conference venues, Product innovation is the result of the active integration and exploration of LED displays.
Conclusion
LED display screens are inseparable from innovation for a farther and better future. But how to innovate requires the joint thinking of industry colleagues. The above is just a little bit of ideas that the author has generated from the innovation of the exhibition model, perhaps one-sided. But if it can trigger some thinking from colleagues in the industry, it will be the best. Hope it can play a role in attracting new ideas!
Post time: Aug-19-2020