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With the rise of micro-LED, which direction enterprises should make efforts in
Industry News 2019-3-16

Micro-LED display

In 2020, Micro-LED display products will become the main force in the "continued growth" of the small-pitch LED market, and it will be the majority of the "increment" in the entire market. In this context, to think about expanding the scale of the Micro-LED market, which scenes and industrial chain links should be paid attention to, has become a "new task" for the industry.

Micro-LED is a complete breakthrough in the traditional small-pitch LED display market

The typical applications of traditional small-pitch LED display products are already abundant. For example, indoor and outdoor advertising, indoor conference large screen, command and dispatch center large screen system, radio and television large screen system and so on. Micro-LED technology can naturally continue to be applied in these fields.

Among them, the higher pixel density of Micro-LED technology can also bring upgrades to the traditional market. For example, the large screen of the command and control center, DLP splicing products have provided a large number of 4K-level 60-80 inch display units for the needs of ultra-fine image quality projects. The small-pitch LED screen with traditional technology cannot achieve this level of PPI resolution. Now, using Micro-LED products, small-pitch LED displays can be deployed from 80-inch units with 4K-level PPI resolution products. DLP stitching is almost flat on the highest resolution standard, but there is no "unit stitching gap", and the brightness, color, and contrast indicators are better at the same time.

The technological advancement of Micro-LED is "extraordinary" especially in the large screen system of radio and television. If it is said that ordinary command and dispatch centers may appreciate the soft picture quality and comfort of DLP splicing more; then the broadcast and television studios, whether it is camera equipment or on-site lighting, require the display screen to have brilliant colors and high brightness and contrast effects. At the same time, the radio and television system is upgrading to 5G+4k/8K application standards, which requires large screens on background walls and large content screens to meet the "higher resolution" indicator. Micro-LED can do a lot under this technical demand.

However, the "upgrade" of the traditional market is not the biggest "growth" of Micro-LED. The core of Micro-LED for small-pitch LED displays is to "really open" the door to the home market: comparable to the resolution capability of LCD TVs, it is opening up the application space of the largest display category of "color TV".

From the perspective of the market, liquid crystal display requires micro-LED technology in two aspects: first, as the back light source of high-end HDR products, micro-LED can provide better color and contrast control effect of liquid crystal display; Second, it is difficult for LCD to be mass-produced at a low cost in the market of 100 inches or above. Micro-led display can make up for the shortage of 100-inch screen of color TV products.

, of course, this is not to say that the Micro - can't LED and LCD "direct competition" : in theory, Micro - LED technology can provide from 0. X inches and inches, and infinite picture display application requirements, meet the VR close eye display, mobile phone display, or 40 to 50 inches color TV demand - it's just, completely with the products of LCD and OLED overlap of Micro - LED products, technology and the maturity of cost control, temporarily not yet marketization.

The industry believes micro-LED technology will complement LCD and OLED color TV sets at the 100+ inch screen end. At the same time, it is also eager to take the lead in realizing market applications based on the brightness and energy saving features in smart watches and VR scenes with "small screen", "high pixel density requirement" and "high brightness requirement".

To sum up, it can be said that Micro-LED has a relatively mature application market (traditional small-space LED market space), but also has a huge future potential market waiting to be developed (such as color TV, smart watch, LCD backlight, etc.). And the potential market size is larger than the existing mature market size. This will enable Micro-LED to the future will be able to take on the small space LED display market continues to grow rapidly mission.

The new market is driving a new competitive situation for micro-LED manufacturers

The new market for micro-leds now overlaps more with TVS and smartwatches, which is bound to lead to a dramatic change in "market participation forces".

First of all, micro-LED screens such as AMD's smartwatches are not the "food" of traditional LED large-screen enterprises -- they are more involved with professional display panel suppliers. Domestic market, at present is mainly shentianma show more product categories, more complete. As a manufacturer specializing in small and medium-sized panels, it is clear that Shentianma has enough momentum to advance the layout of micro-LED small-size displays.

Secondly, in the color TV display products of micro-LED, color TV enterprises and panel enterprises also have a vigorous layout. From the perspective of technology evolution, micro-LED may rely heavily on glass substrate as the driving back plate in the future. Glass substrate TFT replaces PCB board, which is the best "technical opportunity" for display panel enterprises to enter the micro-LED market. For color TV enterprises, they may lay out micro-LED backlight modules to improve the effect of traditional LCD TV sets, or they may invest in the market of micro-LED technology for large-size color TV sets with brands like Samsung and Konka, and directly enter the field of micro-LED screen.

Third, traditional small spacing LED screen enterprises actively layout micro-LED technology products. On the one hand, micro-LED is a sharp weapon and a competitive place to seize the high-end segmentation field of traditional small-space LED display application. On the other hand, the market strength of small space LED screen strong brands, such as Leyard, also hope to share in the larger color TV market. After all, the latter is a much larger area than the traditional small-space LED display.

Fourth, some traditional small space LED screen "standing in the background" of the enterprise, began to invest a lot of "terminal technology". The traditional small-spacing LED display market is divided into three industrial links with distinct division of labor: upstream LED crystal, midstream LED device packaging, and downstream terminal screen products. Micro-led technology USES massive transfer technology, which is equal to the combination of mid-stream packaging and downstream terminal screen industry links. This will obviously have a huge market impact on midstream packaging enterprises. At the same time, the precision and advancement of micro-LED technology also makes the cooperation between upstream LED crystal manufacturers and terminal manufacturers more important.

Therefore, "industry and industry leap-forward" cooperation and expansion events such as TCL and SAN 'an Optoelectronics, Leyard and Taiwan Yiguang, Konka Group and Lianjian Optoelectronics, And Guoxingguang Power have been happening constantly.

"The traditional small-space LED screen market is essentially a professional display; Micro-led technology brings mass display applications." Industry experts point out that this difference will obviously break the existing market competition pattern, and create a new era of micro-LED brand participation structure is completely different. This kind of industry pattern change, also will be the LED display industry since the birth of never encountered "new situation".

A certain point of view, if LED enterprise did not participate in the competition of TV market, LED the middle packaging companies don't participate in Micro - LED huge amount transfer technology research and development, doesn't mean color TV enterprises not conveniently in engineering with a small distance between the LED market, LED companies don't use a huge amount transfer technology to packaging industry chain link development -- more so, this is the pattern of multi-angle, multi-level market penetration: melee is not avoidable, but have to face the challenge. (Of course, this multi-force market structure also helps accelerate the pace of micro-LED adoption.)

"In the face of the multi-force melee that micro-LED may bring", different types of enterprises need to strengthen their shortcomings. For example, Lyard and Gome cooperate to supplement the channel shortcomings of TV market; TCL and SAN 'an optoelectronics cooperate to make up the shortage of LED technology; LED massive transfer technology is applied to LCD backlight, breaking the previous cooperation boundary between LED crystal packaging and LCD backlight product manufacturers, creating new competition, both of which need to supplement the "technology and channel" shortboard...

Therefore, the changes brought about by micro-leds are huge. Not only include new market area, mean new small space LED product growth space; It also includes new players and competitors within the industry; It also includes new industrial chain capabilities that need to be improved and developed to meet different types of applications such as TV and applications of mass consumer products. Micro-led inherits the traditional small-space LED industry, but is completely different from the traditional small-space LED industry. The new problems of micro-LED require the industry to come up with new courage, new solutions and new architectures to adapt completely.

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