The rise of local companies
According to the latest statistics of AVC, in the domestic commercial display market in the first half of 2014, the domestic brand total (including the cottage brand) accounted for more than 71% of sales, especially in the splicing market, the sales share reached 88%. Among the top 10 vendors in the market, only Samsung, LG, and Philips are listed on the list. The rest of the seats are in the pocket of domestic manufacturers. Among them, Dahua and Ou Di rank second only to Samsung in terms of LCD splicing. Two or three, the average monthly sales volume is more than 1.0 thousand.
The reason for this is inseparable from the maturity of display technology development. After years of development, the core technology development of liquid crystal display has been perfected, and it is difficult to have revolutionary innovation in a short time. Product homogenization is inevitable. The direct result in market competition is the price of hardware products. Gradually transparent, reflecting the specific competition level of the manufacturers, channel layout and production scale have become the killer, and these two points are the most prominent advantages of local enterprises.
Media influence is popular With the rapid development of digital technology, information technology, Internet, mobile internet and social media, TV, radio, mobile phones, various mobile terminals have made the trend of media fragmentation intensified, and the time for audiences to contact the media is further Media that are segmented and able to reach the attention of the target audience in an effective time will be the most promising media.
The research found that the outdoor LED electronic screen can effectively enhance the audience's perception and attitude towards the brand. At the same time, the LED electronic large-screen advertisement is also very helpful to enhance the impression of the brand and products. The advertising of the product and the resulting good formation The brand image will play a pivotal role in consumer purchases.
Experts believe that continuous innovation and improvement of media quality are very important. Some outdoor media have introduced new technologies such as human screen interaction and QR code scanning to attract consumers to participate in the process of brand communication, thereby enhancing the integration value of media advertising, outdoor display. The screen market will also benefit from this.
While the market maintains high fever, the phenomenon of corporate mergers and acquisitions that have occurred in recent years is also worthy of attention.
At the end of 2013, Mairui Optoelectronics was acquired by Furi Electronics;
In March 2014, Liard announced that he would acquire no more than 25% of the equity interest in Hedong Electronics by way of capital increase;
In September 2014, Lianjian Optoelectronics spent 950 million yuan to acquire Youtuo and Easystar;
In September 2014, Zhou Ming passed the acquisition of the 100% equity of Lanpu Technology;
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Why have the M&A cases in the LED display industry frequently occurred in recent years? We must also carefully review the development of the entire industry.
The hidden worry behind the prosperous market has experienced the “unwarmable†market in 2013. Time has entered 2014. Under the overseas projects such as the World Cup and the sales of small-pitch products, the LED market has rapidly recovered, and related listed companies have mostly Earnings ended the first half of the year. Coupled with the extensive use of LED display in various sports events and cultural performances, LED screens have become the hottest technology in the large-screen display market.
However, behind the booming market scene, potential industry crises are gradually emerging. The huge market potential has also attracted many manufacturers to participate in. Overcapacity, disorderly competition caused by product homogenization, and low-price competition have disrupted the market order, and it has become a puzzle for enterprises to achieve differentiated breakthroughs. Companies with a long-term vision have long recognized that if there is no unique corporate advantage, once the market heats down, the company will be swallowed up relentlessly by the flood of market reshuffle.
Complementing the advantages and doing special development. In fact, the phenomenon of mergers and acquisitions in the LED industry is not difficult to understand. In the face of the market's “no oligopoly†situation, if you want to become bigger and stronger and enrich your own strength, M&A is indeed a fast effective measures. The complementary advantages of the two sides in terms of technology, services, channels, projects, funds, and platforms will result in an effect of 1+1>2. Forming a strong structure in a mutually beneficial way to enhance market risk resilience has become a frequent source of the phenomenon of “carrying the groupâ€.
The hands of Furi Electronics and Mairui Optoelectronics are the Mai Rui Optoelectronics LED screens, especially the outstanding advantages of the overseas sports field and the strong capital chain of Furi Electronics. With the injection of strong capital and the platform of listed companies, both parties will gradually improve the product supply and service system of the LED industry chain.
And Liard's acquisition of Hedong Electronics' equity is a fancy to Hedong Electronics to undertake a number of high-end civil intelligent projects in China and abroad. This is precisely the good opportunity for Liard's self-developed LED small-pitch TV to quickly enter the high-end civilian market. . Obviously, this is also an important step in the company's small-pitch TV strategy.
Before the acquisition of Utopus Public Relations and EasyCard, Lianjian Optoelectronics spent 860 million yuan to acquire time-sharing media last year, and laid out the outdoor advertising industry. The acquisition of the two companies clearly highlights the company's expansion. The M&A strategy has created the largest domestic communications equipment manufacturer, as well as the large outdoor media group in the public relations and digital services industry, extending its intention from traditional manufacturing to the new media industry.
Not only that, but for the acquisition of Lanpu Technology, Zhouming Technology also clearly stated in the announcement that the purpose of this move is to strengthen and strengthen the company's main LED display business strategy, and further improve the company's small-pitch products and overseas high-end rental LED screens. The competitiveness and market share of the market segment, through the existing project resources of Lanpu Technology and the relevant advantages of the business network, create a competitive advantage in the market segment through synergy.
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