LED is no longer a new and unfamiliar thing in people. LED-related products can be seen everywhere in life, especially LED screens. In almost all public places such as shopping malls, subways, train stations, concerts, etc. One or several LED displays are playing a variety of video content.
After several years of rapid development, the LED display has not continued to heat up like the LED lighting industry, but has entered the integration period. In the integration stage, LED electronic display manufacturers with technical strength and capital strength are expected to borrow the strength of the capital market and the technology and channel advantages of the enterprise to achieve rapid development. Some small and medium-sized enterprises will gradually be eliminated or reorganized, and the future LED electronic display The industrial concentration will increase rapidly.
In 2012, the annual LED display price dropped by about 15% to 20%. The main reason for the price cut is that LED display companies have increased their competitiveness through price cuts. The continuous decline in prices has boosted the sales of LED screens, and the increase in market size has allowed companies to continue to reduce their profits to increase their market share. Some analysts believe that the current domestic LED display industry competition is still in the early stage of product competition, the key indicators of competition are reflected in the price, quality, delivery period, after-sales service, etc., and at this stage, the price elements are the most prominent. Therefore, LED display companies have a big price war, and large manufacturers with strength hope to eliminate some small and medium-sized manufacturers through price wars.
The outdoor electronic screen advertising market is an important market target for LED displays. Data show that in the third quarter of 2013, China's outdoor electronic screen advertising market reached 2.476 billion yuan, and the LED display advertising market share was 17.8%, which was further increased from the previous quarter's 17.3%. Reasons for improvement: On the one hand, while the advertiser marketing is sinking, operators gradually improve the regional location layout and promote the market scale in the third quarter; on the other hand, the marketing value of the business circle audience is highlighted, and the LED display advertising is strengthened. The advertising effectiveness of audience brand recognition is recognized by more and more advertisers and brand customers.
For the competition of LED outdoor electronic screen operators in the next stage, the mastery of the three core competences of resource acquisition capability, technological innovation capability and creative planning capability will be the key to measuring whether they can build strong competition barriers.
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