Guide: Small-pitch LED display report: display trends http://
As defined in the opening paragraph, the indoor large screen display referred to herein refers to an indoor display application with a display area ranging from 110 inches (diagonal length, actual display area of ​​about 3.34 square meters) to several tens of square meters. The specific display size is based on Display content and application areas need to be different.
According to the characteristics of the downstream application field, we have subdivided the indoor large-screen display market into the following categories: professional indoor large-screen display, ordinary indoor large-screen display, business conference and education, high-end home TV, cinema and auditorium.
Professional indoor large screen display
The application areas of professional indoor large-screen display mainly include command and dispatch, public security monitoring, large-scale video conferencing, studio, virtual reality, etc. The application industry includes military, public security, energy, transportation, government, and television stations. The professional indoor large-screen display features professional application, and has high requirements for display effect and stable reliability. In addition, an important feature of this field of application is that the large screen display serves the entire system, which often integrates multiple subsystems, and needs to present the information of each subsystem on the foreground display screen according to certain rules.
From the perspective of the application field of professional indoor large screen display, it can be roughly divided into the following categories:
Application area 1: Command and dispatch
This field is mainly used in the command, control, monitoring and dispatching centers of some special industries. It features real-time data and image signals as the main display content, and uses images and data to complete management and decision-making.
In practical applications, command and control applications often need to present the output signals of multiple subsystems in the backend system comprehensively, accurately, and regularly on the front screen. This application field requires large-screen display to achieve high display accuracy and stability, and is often used in 7x24-hour all-weather applications, while users have relatively low cost sensitivity to products and high reliability and stability requirements. It is the main market for high-end products.
The main segmentation application areas include:
Military field
Applications in this subdivision include sandbox simulation operations, military command, etc., mainly used in four major headquarters (general staff, general political department, general logistics department, general equipment department) and various arms and military regions.
2. Energy field
This segment is mainly used for power dispatching, energy safety production management, etc. The specific application areas include:
Power grid power dispatching center: integrates and displays power grid operation management, dispatching, monitoring and power auditing systems, strengthens grid operation monitoring, and ensures safe operation of power grids.
Coal Mine Safety Production Command Center: With various sensors, it can return important monitoring data for safety production, such as gas monitoring, personnel positioning, fan monitoring, underground water level monitoring, etc., which are displayed on the large screen of the command center.
3. Transportation
This application field is mainly used for operational status monitoring and command and dispatch of railway, subway and aviation. Specific application areas include:
OCC (OperationControlCenter) Command Center of major cities: integrated signal system,
Power system, traffic monitoring system, integrated monitoring system, etc., in order to achieve real-time scheduling, operation monitoring, ensure the safe operation of the subway, and quickly resolve unexpected situations.
Railway system dispatching command center: applied to railway company and major railway bureaus and marshalling stations. Realize the display and control of the road network driving state, facilitate the train dispatching, improve the train punctuality rate, and ensure the safe operation of the railway network.
Application Area 2: Public Safety Monitoring
This application field is mainly for security, traffic management, fire fighting, criminal investigation and other services. The input signal is mainly the video signal returned from the video capture device (camera), which is mainly used to maintain public safety and respond to emergencies.
In the information age, in order to further improve the level of public safety, the public security system of the entire city is increasingly dependent on video surveillance, and the number of terminal video acquisition devices distributed throughout the country is growing rapidly. The output of video signals and the improvement of public safety level require the construction of a large-screen display system in the monitoring center of the public security system.
Along with the promotion of the construction of safe cities and smart cities in China, the functions of the monitoring center are also improving, and higher requirements are placed on the output information and area of ​​the display screen. For example, in the control system of Safe City, in addition to the signal of the video surveillance system, it also integrates multiple subsystems such as urban integrated management system and road traffic, and realizes resource sharing by using urban-level data exchange platform. The front-end data of the system is collected by the video monitoring system and transmitted to the city and district command and dispatch center.
Use field three: large video conference
This application area is mainly concentrated in government and large enterprises and institutions for large-scale video conferences. This application requires multiple signals to be displayed at the same time and requires an integrated conference system, so it is also classified in the professional indoor large screen display field.
Meetings are the main means of communication between the parties and are essential for the normal operation of the government and enterprises. In the past, meetings often required parties to gather in the same place to communicate, requiring high transportation and venue fees, and conference calls. It is difficult to achieve better communication results. With the development of information technology, video conferencing has become more and more popular. In a multi-participating video conference, a large screen display is essential.
With the large screen display, the video conferencing system can realize multi-channel video signal display simultaneously through split screen technology. Governments or branches of enterprises located in different regions can communicate with their superiors or headquarters at any time and any place to reduce travel time and expenses, shorten government decision-making time, improve operational efficiency, and save costs. At the same time, compared with the conference call or the face-to-face meeting, the superior can also explain the task to the lower level faster and more directly, and the execution ability is improved.
At present, from a global perspective, the application of large-screen display in the field of video conferencing is mainly concentrated in China. Users are mainly government agencies, institutions and large state-owned enterprises at all levels. Each unit usually has one or several video conferences. Conference hall and lecture hall.
The application of video conferencing has no command and control application requirements, but since leaders of various levels often appear on the video conference display, the color reproduction and consistency requirements of the display are high, especially when splicing is used. When the screen is used, seam stitching is often an important factor to consider. It is necessary to avoid the integrity of the portrait of the leader being destroyed by the seam.
Application Area 4: Professional Studio
This application field mainly refers to the large-screen display technology used in professional TV studios in the field of broadcasting and television. In the news, variety shows and other programs hosted by the host, it is often necessary to use the large screen behind the host to display the necessary graphic information or video to meet the needs of the program.
In the field of broadcasting and television, the requirements for broadcasting are high. Therefore, there are certain requirements for the parameters of the display in this field. For example, the refresh rate must meet certain requirements, so that when the camera is shooting the screen, it will not be because of the refresh rate of the two. The difference caused "black belt" and other issues. For another example, since the host is often located in front of the display screen, the studio needs to achieve better color reproduction and display effects at a lower brightness in order to avoid the effect of the host being too bright.
Application Area 5: Virtual Reality
Virtual Reality (VR), also known as VR, refers to the real world, using computers to simulate the creation of a virtual world, providing users with as much visual, audible, and tactile feedback as possible to achieve an immersive experience.
Virtual reality technology is now widely used in aerospace, military, large exhibition halls and other fields. Virtual reality combines computer simulation technology, sensing technology, display technology, etc. to form a comprehensive system, in which large display screens are often used in display subsystems.
Professional indoor large screen display market space
At present, the display technology mainly used in the professional indoor large-screen display field is DLP (Digital Light Processing, digital light processing) rear projection splicing, LCD splicing and PDP splicing, so the demand for the field can be judged from the sales of the three products.
According to data from Ovi Consulting, the sales volume of China's large-screen splicing display market in 2013 was 5.64 billion yuan, up 1.2% year-on-year; the sales volume reached 201,200 units, up 13.8% year-on-year.
In terms of products, DLP splicing market scale declined for the first time due to the impact of new technologies such as small-pitch LED display. Sales fell by 440 million to 2.52 billion, down 14.8% year-on-year, and sales fell 21.8% year-on-year. The market for low-end LCD splicing has a slightly higher growth rate. The sales volume and amount increased by 20.1% and 19.8%, respectively, and the total sales amounted to 2.8 billion yuan. The PDP splicing market has a small space, with a year-on-year increase of 4.4% and sales of 320 million yuan. At the same time, it is estimated that the sales of indoor large-screen splicing market in 2014 will reach 6.1 billion yuan, an increase of 8.2%.
In terms of sales volume, LCD display units accounted for the largest share, accounting for 83%; DLP market shrank, accounting for 12%. However, the DLP display unit positioned in the middle and high-end areas has the highest unit price, so the amount of money is much higher than its sales. DLP splicing technology accounts for about 45% of the sales volume in the professional indoor large-screen display market, LCD splicing technology accounts for 49%, and the rest is PDP splicing.
From the perspective of average product price, the DLP display unit for positioning high-end applications has the highest average price. Compared with 2012, the price is stable and rising; the price of PDP display unit is second, and the price is greatly reduced compared with 2012; LCD display unit The average price is the lowest, and prices have remained stable in the past two years.
From the perspective of downstream applications, the three splicing techniques have their own characteristics. High-end applications in the field of command and control, such as energy, have the highest proportion of DLP and PDP technologies, because they provide a better overall display. Customers in the industrial and commercial sector are more concerned about cost, so the proportion of LCD applications in this field is significantly higher than the other two technologies.
Considering the market structure of China's professional indoor large-screen display and the global share of China's GDP, we estimate that in the global large-screen splicing market in 2013, the annual market demand for DLP splicing technology measured by sales is about 10 billion yuan, the annual market demand for LCD/PDP splicing technology is about 12 billion yuan, and the total market size is about 22 billion yuan.
Ordinary indoor large screen display
Ordinary indoor large-screen display refers to the use of large-screen display technology to achieve conventional graphic information and video display. The downstream applications include indoor advertising, information announcement, information promotion, etc. Applications include airports, railway stations, large indoor exhibitions, and commercial centers. The halls of the government, enterprises and institutions. Display forms in these fields are often dominated by video playback and information display. The display requirements are slightly lower than the professional field, and there is no need to integrate complex back-end systems. Unlike the outdoor information display, the indoor information shows that the general audience has a closer viewing distance and the entire screen size.
It is smaller, so the resolution per unit area is higher than that of the outdoor display, and the indoor ambient light intensity is smaller than the outdoor, so the brightness requirement is lower than the outdoor large screen display. In this application field, some need to have higher brightness in order to attract the audience; in some applications, in order to ensure a better projection effect, the display screen needs to achieve high gray scale and sharp contrast in the case of low brightness.
Customers who display large indoor and outdoor large screens will consider commercial benefits and are more sensitive to the price. At present, users in this field have two trends in the use of display screens: one is that users who originally used advertising boards and light boxes are gradually using LED displays because their prices are rapidly decreasing; the second is that they use larger spacing. Users of LED display screens are gradually adopting small-pitch LED displays in order to improve the display effect.
It can be seen from the application purpose that the application in this field is essentially an extension of the original application field of LED display from outdoor to indoor. Driven by the natural growth of user demand and the smaller pitch LED display to replace the larger spacing products, we expect the market size in this field to grow rapidly, with a future space of 10 billion.
High-end home TV
Home theaters are now owned by more and more families. Its main components include large-screen TVs and surround sound systems, providing the ultimate audiovisual experience for high-end users. The technologies currently used in the display portion of home theaters, mainly LCD and projection, have their limitations.
At present, the global home TV market is mainly occupied by LCD technology. Due to the process characteristics, the LCD display technology can realize the maximum utilization of the glass substrate in the field of small size display by the cutting of the mother glass substrate, that is, the maximum economy; however, in the field of large-size display, the LCD display faces the glass. The problem is that the use of the substrate is insufficient and the yield of the product is low, and the cost rises linearly. For example, the most common 110-inch (about 3.34 m2) LCD TV on the market is Samsung, which sells for about 900,000 RMB. Despite the high price, it has received orders from all over the world, including the Middle East.
For home display areas above 110 inches, the only solution available is the projector. In addition to major application areas such as business meetings and education, projectors are now increasingly used in homes to realize the dream of watching large-screen TVs. However, from the display effect, the projector is still far from the LCD TV.
According to the statistics of WitsView, the global LCD TV shipments in 2013 were 203.1 million units, and the Chinese market accounted for about a quarter. The TV size is expanding. It is expected that the proportion of LCD TVs of 50 inches and above will reach 15%-17% in 2014.
In fact, 80-inch to 90-inch LCD TVs already have a certain market, and the price is generally concentrated in the range of 100,000 to 200,000 yuan. At present, Samsung, LG, Philips and other brands have launched these products globally, and have achieved certain sales.
Projectors for home theaters account for about 15% of total projector sales in Europe and America, and about 5% in China. In 2013, there were about 90,000 projectors in China used to set up home theaters. The price of mainstream products was between 20,000 and 60,000, while the price of products with a unit price higher than 100,000 accounted for about 4%.
Business meetings and education
The application of the business conference display area includes the display of conference materials in large and small conferences, large conferences such as hotel venues, large conference rooms of enterprises and institutions, national parliaments and other venues of more than 100 people; small conferences mainly refer to dozens to dozens of people. Conference room meetings, which are widely used in enterprises, governments, and institutions.
In the field of education, the large screen is used to demonstrate courseware and related materials. With the advancement of education information, the large-screen display has become an indispensable auxiliary teaching tool in the teaching process of primary, secondary and university teachers. Generally speaking, the number of students in each class ranges from dozens to hundreds of students, and the size of the classroom varies.
These areas currently use projection technology primarily to display the information needed for a meeting. The projected size averages 100 to 150 inches.
The mainstream projection technologies currently used for business meetings and education include 3LCDDLP and LCOS (LiquidCrystalonSilicon, silicon-based liquid crystal). Among them, DLP technology is currently the mainstream in the market. In 1080P (2K HD) projection field, DLP market share is as high as 73%, far higher. 18% for LCOS and 9% for 3LCD. Representative manufacturers of DLP projectors include BenQ, Panasonic, Sharp, etc.
DLP projection technology can achieve high resolution and high contrast at a lower cost, but DLP projectors rely on color wheel for single DMD (digital micromirror device, the core of DLP technology, the next chapter will be described in detail). Separating RGB light, the color reproduction ability is not as good as that of LCD projector, and the display effect is slightly worse. Although the DLP projector of 3 DMD can provide better display effect, the price is very expensive, generally used in engineering and cinema fields, etc. Belongs to this part of the discussion.
Ordinary indoor large-screen display market demand for display quality is lower than professional indoor large-screen display applications, but also requires a large display area, so comprehensive consideration of technology to achieve difficulty and cost, this application area mainly uses projection technology. At present, the price of mainstream commercial projectors on the market is around 10,000. In high-end applications, the price of products is higher. From the market sales and sales of projectors, it is possible to roughly estimate the market demand for business meetings and educational large screen displays.
According to the research of FuturesourceConsulting, the global projector sales in 2013 were approximately 8.398 million units, maintaining moderate growth, with an average selling price of approximately 8,000 yuan and a market size of 67.2 billion yuan. Among them, in 2013, China's projector sales were about 1.88 million units, accounting for about 22% of global sales, making it one of the largest markets in the world.
Theater and screening hall
Markets in this area include standard cinemas and non-standard screening rooms. The former is the main place for ordinary consumers to watch movies. It is invested and built by theater companies, and realizes investment income through box office accounts. The latter is mainly installed in government, schools and large enterprises and institutions, and plays video games for specific groups.
The cinema market is the world of projection technology. Different from the common home and commercial projection market, in the cinema field, the market share of DLP projection technology using three DMD (Digital Micromirror Devices) is as high as 90%. The world's major equipment suppliers include NEC, Barco, etc. Less accounted for. According to data from Texas Instruments (TI), during the period from March 1, 2013 to March 1, 2014, the total number of new DLP cinema screens worldwide was 21,927, of which Asia Pacific added the largest number of screens.
8,780, an increase of 38%. According to the statistics of the State Administration of Radio, Film and Television, in 2013, China added 5,077 new screens. By the end of 2013, there were 18,195 movie screens nationwide. Compared with the 3,832 new screens added in 2012, the year-on-year growth rate of screens in 2013 was as high as 32.49%. Therefore, the IMAX technology screens all use DLP technology. In 2013, 692 theaters around the world installed IMAX screens. We simply assume that the average selling price of each cinema projector (projector) is 800,000 yuan. It can be estimated that the annual standard theater spending on screen display is about 20 billion yuan. This figure does not include non-standard. Screening hall. Since the profit model of the cinema is divided by box office, the number of people watching is the main factor considered by the cinema. In addition to the location and other factors, the cinema's own screen cinema display effect will also affect the passenger flow, so now more and more cinemas have begun to use laser projection technology (increased display brightness), IMAX technology (increased screen area and sound effects) ) and other better display solutions to attract more customers. However, after all, theaters are heavily invested, high-end projection equipment is expensive, and theaters are more sensitive to the price of projection equipment, often finding a balance between better screening and lower costs.

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