In addition to the force sales channels, LED display companies have gradually extended to the downstream of the advertising media industry chain is becoming a norm. However, this new business model has been controversial in the industry, and because the investment benefits are difficult to show in the short term, many of the display companies across the bank are even less optimistic about their prospects. Even so, from the second quarter of 2013, LED display companies represented by Lianguang Optoelectronics and Lehman Optoelectronics (300162.SZ) have begun to increase the layout of outdoor LED display advertising media business.
After the 250 million orders of the “PetroChina Media Projectâ€, Lianjian Optoelectronics seems to be “more and more frustratedâ€, and 860 million yuan will be used to collect Sichuan’s time-sharing media, and betray its national urban landmark outdoor LED advertising network. business.
It is understood that Timeshare Media has cooperated with 10,126 regional media owners or media operators nationwide to establish an outdoor advertising resource database covering 330 cities across the country with 44,288 advertising resources, and has been FAW-Volkswagen, Beijing Hyundai, and Microsoft. Many famous brand advertisers at home and abroad such as Lenovo and Konka provide outdoor advertising solutions.
Despite this, the industry is still not very optimistic about the prospects for its future operations.
“LED display manufacturers are directly involved in the outdoor advertising media business, which will inevitably compete with their downstream advertising operations customers, and the media advertising business has a long payback period and it is difficult to achieve profitability in the short term.†Wu Xiaogang, general manager of Chip Optoelectronics, told reporters .
The reporter noted that Phoenix Metro Media Co., Ltd. and Nanjing Yongda Outdoor Media Co., Ltd., one of the three major media tycoons in the market, which are divided into domestic LED outdoor display media advertisements, are among the top five customers of Lianjian Optoelectronics.
This means that Lianjian Optoelectronics will face an isolated situation of directly competing with some customers for advertising business in the future. In the long run, its LED display main business may shrink. In addition, its increasing advertising time cost amortization and operating expenses may exacerbate the unfavorable situation of its capital chain tension.
In addition, Lehman Optoelectronics, which cooperated with the Chinese Super League two years ago to deploy LED media business, although earning a good reputation in the Chinese Super League, an industry insider who is close to Lehman Optoelectronics revealed to reporters that its outdoor LED advertising media business is currently Still at a loss. "Despite the recent victory of Evergrande, Lehman Optoelectronics' stock price is significantly stronger than the broader market in the short term, but its outdoor LED media business has not yet earned a penny."
In fact, LED display companies have expanded their outdoor LED media business model in overseas markets. The international LED display giants Daktronics and Barco have packaged LED display, planning and advertising business, with annual revenues of nearly 30. 100 million yuan.
In China, according to statistics from the High-Tech LED Industry Research Institute (GLII), it is estimated that by 2015 China's outdoor LED display advertising market will exceed 2.7 billion yuan, while the demand for display in the outdoor media field is currently 25 per year. The speed of % is growing.
“The market outlook is optimistic, but as Tulip Media, Phoenix Metropolis Media and Guangdong Media accelerate the launch of outdoor LED large-screen advertising media in the provincial capitals, the remaining 30% of the outdoor LED display media market will become increasingly fierce. A senior executive of the Baishi Optoelectronics Marketing Center told reporters that it is not optimistic about the strategy of Lianjian Optoelectronics' time-sharing media.
"Display manufacturers enter the outdoor LED large-screen advertising industry is the integration of upstream and downstream, but the current domestic LED screen point resources are scarce, and the future development of the two together depends mainly on the operation of its media resources and advertising business team operations Ability." Guangdong Media Director Chen Guangchao told the "High-tech LED" reporter.
In Chen Guangchao's view, the key factors for the display manufacturer to operate the outdoor LED large-screen advertising business to achieve real profitability depend on the market layout of media resources, its technological innovation and content marketing, and the degree of integration with the international, in addition, in customer service. Use the new database and authoritative delivery evaluation criteria to speak.
[Note: This article is the exclusive report of Gaogong LED . Please reprint the agreement in advance. For legal reprint, please refer to: Gaogong LED copyright maintenance - "anti-infringement action" statement , otherwise it will be regarded as illegal reprint, this website will be held legally responsible ! 】 Â
After the 250 million orders of the “PetroChina Media Projectâ€, Lianjian Optoelectronics seems to be “more and more frustratedâ€, and 860 million yuan will be used to collect Sichuan’s time-sharing media, and betray its national urban landmark outdoor LED advertising network. business.
It is understood that Timeshare Media has cooperated with 10,126 regional media owners or media operators nationwide to establish an outdoor advertising resource database covering 330 cities across the country with 44,288 advertising resources, and has been FAW-Volkswagen, Beijing Hyundai, and Microsoft. Many famous brand advertisers at home and abroad such as Lenovo and Konka provide outdoor advertising solutions.
Despite this, the industry is still not very optimistic about the prospects for its future operations.
“LED display manufacturers are directly involved in the outdoor advertising media business, which will inevitably compete with their downstream advertising operations customers, and the media advertising business has a long payback period and it is difficult to achieve profitability in the short term.†Wu Xiaogang, general manager of Chip Optoelectronics, told reporters .
The reporter noted that Phoenix Metro Media Co., Ltd. and Nanjing Yongda Outdoor Media Co., Ltd., one of the three major media tycoons in the market, which are divided into domestic LED outdoor display media advertisements, are among the top five customers of Lianjian Optoelectronics.
This means that Lianjian Optoelectronics will face an isolated situation of directly competing with some customers for advertising business in the future. In the long run, its LED display main business may shrink. In addition, its increasing advertising time cost amortization and operating expenses may exacerbate the unfavorable situation of its capital chain tension.
In addition, Lehman Optoelectronics, which cooperated with the Chinese Super League two years ago to deploy LED media business, although earning a good reputation in the Chinese Super League, an industry insider who is close to Lehman Optoelectronics revealed to reporters that its outdoor LED advertising media business is currently Still at a loss. "Despite the recent victory of Evergrande, Lehman Optoelectronics' stock price is significantly stronger than the broader market in the short term, but its outdoor LED media business has not yet earned a penny."
In fact, LED display companies have expanded their outdoor LED media business model in overseas markets. The international LED display giants Daktronics and Barco have packaged LED display, planning and advertising business, with annual revenues of nearly 30. 100 million yuan.
In China, according to statistics from the High-Tech LED Industry Research Institute (GLII), it is estimated that by 2015 China's outdoor LED display advertising market will exceed 2.7 billion yuan, while the demand for display in the outdoor media field is currently 25 per year. The speed of % is growing.
“The market outlook is optimistic, but as Tulip Media, Phoenix Metropolis Media and Guangdong Media accelerate the launch of outdoor LED large-screen advertising media in the provincial capitals, the remaining 30% of the outdoor LED display media market will become increasingly fierce. A senior executive of the Baishi Optoelectronics Marketing Center told reporters that it is not optimistic about the strategy of Lianjian Optoelectronics' time-sharing media.
"Display manufacturers enter the outdoor LED large-screen advertising industry is the integration of upstream and downstream, but the current domestic LED screen point resources are scarce, and the future development of the two together depends mainly on the operation of its media resources and advertising business team operations Ability." Guangdong Media Director Chen Guangchao told the "High-tech LED" reporter.
In Chen Guangchao's view, the key factors for the display manufacturer to operate the outdoor LED large-screen advertising business to achieve real profitability depend on the market layout of media resources, its technological innovation and content marketing, and the degree of integration with the international, in addition, in customer service. Use the new database and authoritative delivery evaluation criteria to speak.
[Note: This article is the exclusive report of Gaogong LED . Please reprint the agreement in advance. For legal reprint, please refer to: Gaogong LED copyright maintenance - "anti-infringement action" statement , otherwise it will be regarded as illegal reprint, this website will be held legally responsible ! 】 Â
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