LED companies frequently in the media industry hype or trend?

In recent years, China's economy has maintained steady and rapid growth, in a good climate, outdoor advertising market also showed a rapid growth. According to statistics, in 2012 China's outdoor advertising media as a whole than in 2011 the amount of 10%-15% growth, its growth rate is significantly higher than the traditional TV, newspapers and magazines. In particular, after the successful listing of Focus Media NASDAQ launched a series of aggressive mergers and acquisitions, the market value of the record highs, outdoor media has become a new focus of venture capitalists who focus.

For the LED display industry, outdoor advertising is becoming more popular in recent years of investment, a lot of places first-tier cities have appeared "LED display ads get together phenomenon, and many enterprises are adopting the" LED display screen for advertising "mode extends downstream to the advertising media industry chain. Outdoor advertising cake how? LED display enterprises can share many interests from? LED display and outdoor advertising "marriage" is to open the development of ocean for LED display enterprises? These questions, Chinese advertising Outdoor Advertising Association Branch Secretary General Mr. Wang Huanzhang made analysis.

Outdoor advertising limited outdoor LED screen advertising or will be special rectification

The application of new technology in outdoor media has stimulated the growth of global LED display advertising. Outdoor advertising market in the United States, outdoor video accounted for 80% of the share, including outdoor LED display advertising is a new profit growth point. In China, in the second quarter of 2013, for example, China's outdoor LED electronic screen advertising market reached $2 billion 148 million, an increase of 16.5%, an increase of slightly over the same period of $2.3%. In recent years, the LED display to enter the pace of outdoor advertising seems to have overcome the heroic momentum of the high streets and back lanes. Secretary General Wang pointed out that the LED display in the outdoor advertising field of nearly two years of explosive growth, a large part of the reason is that in recent years, the government has stepped up efforts to combat illegal advertising, LED display as a new advertising media, take this opportunity to strong cut, though in the short period of outdoor advertising for the LED screen has a huge market but overall, the situation is not optimistic.

In this regard, the Secretary General Wang gave us an analysis of the current situation of China's outdoor advertising, in his view, the amount of domestic outdoor advertising itself is relatively limited. From the turnover, the Chinese advertising industry annual turnover is about 300 billion or so, the outdoor advertising is about 30 billion, accounting for about 10% of the proportion of the economic situation under the condition may be a little higher, but in the national economic slowdown, policy tightening conditions, may also account for less than the proportion of overall outdoor advertising about 30 billion of the market can maintain the good. Compared with other advertising media, print the current market share of about 50 billion, TV advertising is still the big, network development space is more and more widely, the outdoor advertising actually do not have clear competitive advantage. Of course, the outdoor advertising itself has some irreplaceable characteristics, such as outdoor advertising, advertising simple expression lasted for a long time, continue to buy high, affordable and feasible, which can ensure its stable their market share. However, the outdoor advertising space is relatively limited, LED display industry to achieve the revitalization of outdoor advertising is not easy.

The increasingly advanced technology for outdoor advertising into the LED era provides an opportunity, but in the opinion of most outdoor media practitioners, enter the LED era too early, "after nearly seven years of rapid development, LED media industry have entered the 'iron period'", the Phoenix media President Liu Zuogeng has made it clear that: LED the media industry profits from early highs has been diluted to a very low level. Even if the outdoor advertising industry developed in Shanghai, although the main LED display companies into the top three Outdoor Advertising Company, but its operating income is still difficult and the top two. Compared with the airport, subway station and other carriers, gold suction force LED display is difficult to comprehend.

LED display to open a new era of outdoor advertising, is not impossible, compared to road signs, light boxes, neon lights and other traditional outdoor media, outdoor advertising media LED display with a natural advantage: manufacturing of different size, shape and light, can be attached in various public occasions, display text, images, animation major plus, high brightness, color, convenient and fast error detection, which can make the advertisement more rendering power and power. However, on the current situation, the lack of sound market rules may directly ruin the future of LED outdoor advertising screen.

According to the Secretary General Wang said, LED outdoor advertising screen now in many city still exist without planning or order of the state, many LED advertising screen project approval procedures are not take the unusual way: some builders first built project and then find the relevant departments "public relations", as to whether the project meets the criteria for approval, or the approval process is standard has been weakened or even ignored. Secretary General Wang said, urban outdoor advertising must have a scientific planning in order to have a better development. At present, many cities in the domestic LED display has reached or even exceeded the intensity of foreign large cities, there is no system in this area is the local government in the management. In the number of LED display does not follow the principles of urban facilities will directly lead to further deterioration of the entire market, and the final result is bound to introduce specific measures to clean up the country's special LED display. "

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