The commercial display industry is looking for new increments

As an important window for people to receive information and interact, display devices have penetrated into almost all aspects of people's production and life. Whether it's offices, classrooms, hospitals, bus stops, concerts, airports, shopping malls, commercial displays can be found everywhere. The reporter learned from the recently held 2023 World Display Industry Conference Commercial Display Smart Application Theme Forum that at present, the global traditional typical commercial display product market has entered the stock era, and the new demand of the market will focus on the development of the sinking market of replacement or similar applications, and it is necessary to achieve market breakthrough through technological innovation and market segment development.

New scenarios for commercial displays are emerging

In recent years, the new display industry has risen rapidly, and a variety of application scenarios, including commercial displays, have been expanding, becoming one of the growth engines of the industry. As an important window for people to receive information and interact, display devices have penetrated into almost all aspects of people's production and life. Whether it's office buildings, school classrooms, hospitals, bus stops, sports stadiums, airports, shopping malls, commercial displays can be found everywhere.

"With the acceleration of industrial digitalization, the vigorous development of digital economy, digital culture and digital society, the industry value of commercial display has been further highlighted, and large-size commercial display products have also been more widely used." Huang Yunqing, vice president of Guangzhou CVTE Electronic Technology Co., Ltd., said.

According to Dong Min, deputy secretary-general of the China Electronic Video Industry Association, commercial display and artificial intelligence large models, big data, 5G, Internet of Things and other new generation information technologies can achieve integrated development, with great imagination, and commercial display is expected to glow with new vitality in different smart scenarios.

"As an important human-computer interaction interface, commercial display plays an important role in data information collection and expression in smart scenes, truly empowering scene intelligence. At present, commercial display application scenarios are divided into six fields: smart office, smart education, smart retail, smart government, smart healthcare, and smart transportation. Wang Yuhong, chief operating officer of Beijing Luoshu Hetu Technology Co., Ltd., said.

Taking the application scenario of smart transportation as an example, Wang Jidong, general manager of smart transportation BU of BOE Technology Group Co., Ltd., said that the transmission of traffic information is no longer a single expression, and today's traffic information transmission is becoming more and more intelligent.

Wang Yuhong pointed out that recently, several types of commercial display products have shown great development potential in the market, which is expected to expand the boundaries of commercial display application scenarios: first, laser display technology, data shows that the laser display market size is expected to reach 5 billion US dollars in 2023, and it is widely used in cultural tourism, light and shadow display, catering and other industries; The second is LED display technology, which is expected to be fully used in smart transportation, smart security, aerospace and other fields, and professional institutions predict that the LED display market size will reach $7.8 billion in 2023.

When it comes to laser display technology, Bi Yong, a foreign academician of the Russian Academy of Engineering and chairman of Hangzhou Zhongke Aurora Technology Co., Ltd., believes that this technology has broad application prospects in the commercial display market. "With the advantages of high-definition, panchromatic, three-dimensional, intelligent and so on, laser display has become a hot technology in the field of new displays, and laser display technology is widely used in communities, roads, public transportation, business districts and other scenarios." Bi Yong said.

Low-power consumption and low-carbon products are the general trend

Among the many technological innovation trends of commercial display, "low power consumption and low carbon" have received the most attention, and are even considered to be the topics of the times for the development of the display industry. In recent years, e-paper has become a display technology that conforms to "low power consumption and low carbon". According to the statistics of Yuantai Technology, the power consumption of e-paper is only 0.8% of that of LCD screens when exposed to outdoor sunlight, and its product features such as eye protection and low power consumption are more in line with the development trend of "carbon neutrality". Some research institutions predict that the market size of the global industrial chain of e-paper will reach 36 billion US dollars in 2023.

"E-paper has moved from the black and white era to the colored era." Liu Senhua, general manager of Yuantai Technology China, said that Yuantai Technology has laid out many types of colored e-paper, mainly including advanced color e-paper, four-color e-paper, color printed e-paper, etc., and the application scenarios of e-paper have also expanded from the initial reader to smart office books, smart education books, shelf labels, smart buses, commercial display advertising, etc., in the future, new product categories such as mobile advertising billboards will become a new direction for the accelerated penetration of e-paper.

Under the trend of "energy saving, carbon reduction, and green development", another green and low-carbon display technology - LED display technology also has broad development prospects. Yuan Daoren, vice president of Shenzhen Unilumin Technology Co., Ltd., said that LED is a lighting display technology based on light-emitting chips, LED light source has the characteristics of high photoelectric conversion efficiency, long service life and green environmental protection, and the technology is widely used in many fields such as commerce, sports, film and television, and family. As a company focusing on LED lighting and screen display, Unilumin takes green development as the group's strategy, and makes efforts from the source of technological innovation and product research and development, forming and improving a green supply chain covering the entire product life cycle, and gradually realizing the transparency of product carbon emissions. It is worth noting that the lighting facilities inside and outside the venues of the just-concluded Hangzhou Asian Games and around them have adopted LED technology.

Expanding the market has become the focus of the next stage

"Affected by the external environment, the commercial display market has seen a volatile market performance and sluggish demand, and has not yet returned to the growth cycle." Jing Linfeng, President of the Public Information Display (PID) Branch of the China Electronic Video Industry Association and Senior Vice President of BOE Technology Group, pointed out. Industry experts at the meeting believe that at present, the world's typical commercial display has entered the stock market, and industry enterprises need to find segmented needs from the user side, derive new product modalities, and stimulate market vitality.

Technology is the first driver for the expansion of the commercial display market, but it is not the only way. Wang Yuhong believes that some technological innovation projects in the field of new displays sound cool and advanced, but in fact they are not very relevant to the daily life of ordinary people, and there is a situation where technology development and product scenarios are independent of each other.

When it comes to the strategy of market expansion, Yuan Daoren believes that the application scenario of commercial display is not only a matter for LED display companies. Some display technology and art combination of scene creation, need to be highly integrated with design, art, culture, which requires LED display enterprises to work with relevant institutions to create suitable application scenarios. In addition, the standardization process of the LED industry also needs to be jointly promoted and improved by display companies and partners.

"The integration of display and artificial intelligence technology can bring capabilities and experience improvements to the display industry." Xie Xinzhen, vice president of iFLYTEK, said that in the education scene, for example, the teacher may walk from the front of the podium to the middle of the students, and at this time, the interaction between the teacher and the educational screen will need more artificial intelligence technology to assist.

Zou Haiming, vice president of Sharp UHD Industry Research Institute and deputy secretary general of the World UHD Video Industry Alliance, pointed out that 4K/8K UHD, VR/AR and other technologies are helping the commercial display industry expand market boundaries and continuously improve user experience.