In the era of "small profits", we will delve deeply into the field of small spacing
Through this exhibition, the editor learned that more and more LED companies are focusing their attention on the research and development and production of small-pitch high-density displays. Marui has seized the opportunity, followed the trend, and achieved quite good results in the field of high-density displays. For example, the P1.92 small-pitch display displayed by Marui at the exhibition this year was developed and launched in December 2013. Since being put into the market, it has won a good reputation in the market for its high quality; Marian then developed the P1.2 small-pitch display in February 2014. It is reported that Marian will launch the latest p1.5 small-pitch display in March 2014. By then, Marui will focus on these three displays to seize the small-pitch display market.
In the industry, every display screen company has its own characteristics. For example, Leyard, Absen, Unilumin... all have their own unique ways of running businesses. Small-pitch display screens will be a development trend of future display screens. In order to survive, various display screen companies will invest in R&D and production in this field. Today, small-pitch technology has just started, and the market and products are not yet mature. However, with the growth of future market demand, more and more display companies are investing in production in this field, as well as the continuous reduction of costs and the gradual expansion of application space, small-pitch technology will eventually become popular.
Leverage Furi to achieve a breakthrough in quality and quantity
The competition in the entire LED display industry is becoming increasingly fierce. Following the competition law of "the big one is always big, the big fish eats the small fish, the fast fish eats the slow fish", big companies are getting bigger and bigger, while the living space of many small and medium-sized companies has been squeezed, and they have gone bankrupt, consolidated, and merged, struggling to find a way to survive.
Chen Zebo, general manager of Marui, told the OFweek semiconductor lighting editor that the choice of marriage with Furi was mainly due to the following considerations:
First, from the perspective of company development, Marui needs a platform like Furi. Furi Group is a state-owned enterprise and can bring similar government bidding, government cooperation projects, and various financial subsidies to Marian, which is extremely beneficial to the company's development. Second, Furi Group has a complete LED industry chain "from packaging to lighting to display screens, to energy-saving service companies, as well as the EMC mode specifically for street lights." The third is financial support. Furi is a listed company and has low financing costs, which is very important to the company and can bring competitive advantages to the company. Marian can bring enhancement to the application segment of the industry chain and create considerable performance for Furi.
After the marriage of Marian and Furi, the next step is to support each other to optimize resource allocation. First of all, Furi Group's business does not have a display screen and will not conflict with the Marian industry chain. This is a big advantage for Marian. Secondly, Furi's upstream can bring support to Marian in terms of LED chips and packaging, and its downstream can bring some customers to Marian. For example, when Fujian holds the National Games in 2015, it will bring some display projects to Marian. Furi's chips and packages can be supplied to Marian, ensuring the quality of raw material supply for Marian products and creating advantages for Marian in terms of internal communication and delivery time.
Laying out the international market and Nuggets subdivisions
The display screen is an emerging industry. In the past, this industry had low requirements in terms of product standards and technology. However, with the development of the industry, the technical requirements for display screens are getting higher and higher, and customers will have stricter requirements when choosing manufacturers. Faced with fierce market competition, Marui adjusted its pace, abandoned the OEM development model, and chose to follow the brand route. The so-called brand line is to design some products that are suitable for the market and dominate customers according to the requirements of the market, so that customers can consume them. This is a big change.
And the other issue is tariffs. Marian's current cooperation with some customers in Thailand and the Middle East is to set up assembly lines in these countries. This enables customers to sell products in 22 surrounding countries with zero tariffs and increase their profits.
The display screen has a wide range of uses and covers a wide range of applications. According to statistics, 70% of the lights on the street are related to LED. For the advertising media market, Marui's business includes advertising media, transportation, sports events, small spacing, etc. Marui has expanded its video business with 600-700 theaters in the country. According to statistics, there will be more than 4,000 cinemas in China in 2014, and Marian will continue to be committed to exploring this market.
In terms of outdoor display screens, in addition to SMD solutions, Marui also has Piranha solutions. Marian was the first to obtain technical support for the outdoor piranha solution, occupying the market faster than other companies. It is understood that 80% of Piranha's products are manufactured by Marui, and it has many successful cases.
Since the concept of small-pitch LEDs became popular last year, relevant display manufacturers have successively launched small-pitch LED products. In addition, at this exhibition, large and medium-sized LED display manufacturers almost without exception displayed their different series of small-pitch products. It is believed that 2014 may become the first year of their large-area indoor applications. The strategic cooperation between Marui Optoelectronics and Furi Electronics has achieved complementary resource advantages, which will further control product costs, improve product quality and lifespan, serve customers, and deeply explore the LED display market.
ANNA