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[High-tech LED reporter / Wang Cairong] Recently, due to the increasing number of complaints about LED screen pollution, many urban and environmental management departments have begun to implement standardized management of LED displays in public places, which undoubtedly makes many current LED displays. The threshold for enterprises to vigorously lay out the outdoor LED media business has been greatly improved.
On the afternoon of December 30, 2013, the Guangzhou Municipal Government executive meeting passed the municipal regulations “Guangzhou City Outdoor Advertising and Signboard Management Measures (Revised Draft)†(hereinafter referred to as “Measuresâ€), and the “Measures†stipulated LED outdoor electronic display. The specific settings of the screen, and prohibit the opening of the outdoor LED advertising screen from 22:30 to 7:30 in the evening, and the illumination illumination, brightness and color requirements of the LED outdoor advertising screen should also meet the requirements of the "Measures". To avoid the formation of light pollution.
At the press conference of the executive meeting of the Guangzhou Municipal Government, Li Zhigang, director of the Landscape Management Committee of the Municipal Urban Management Committee, said that in recent years, Guangzhou has cleared 68,000 illegal outdoor advertisements and signs, about 872,000 square meters.
On January 6, 2014, Li Chao, director of the Shenyang Municipal Environmental Protection Bureau, answered the public complaints about outdoor LED advertising screen pollution on the “Senior Hotline†of the Shenyang two sessions, saying that the Municipal Planning Bureau, the Municipal Urban Construction Bureau and the Municipal Environmental Protection Bureau will jointly draft The document requires relevant restrictions on the illumination and sound of the LED display and is issued to the local advertising company.
In addition, cities such as Shanghai, Xiamen and Chengdu have begun to gradually increase the intensity of illegal LED outdoor media. This means that the quality of outdoor large-screen installation sites in first- and second-tier cities will become increasingly scarce, and the approval of outdoor large-screen advertising spaces will become more stringent.
This is undoubtedly a bad sign for many manufacturers who are hoping to vigorously lay out the outdoor LED display advertising media business to get rid of the profit bottleneck of the LED display industry.
In the past two years, a number of LED display companies, including Lianjian Optoelectronics (300269.SZ), are gradually expanding their efforts in the outdoor LED display advertising media market. Lianjian Optoelectronics announced in late December 2013. It plans to spend 860 million yuan to acquire time-of-day media for outdoor advertising companies, and gamble on outdoor LED advertising media business.
As an emerging advertising medium, outdoor advertising in the short term can indeed bring a broad potential market to display companies, but from the overall situation, the future situation is not optimistic.
"The domestic outdoor advertising capacity is actually limited. In terms of turnover, outdoor advertising can maintain a market size of about 30 billion yuan. The outdoor advertising actually does not have obvious competitive advantages, and the overall space is limited. Wang Huanzhang, secretary-general of the Outdoor Advertising Branch of the China Advertising Association, admitted that it is not easy for the LED display industry to achieve revitalization through outdoor advertising.
It is understood that the current domestic LED outdoor display advertising market is mainly divided by Phoenix Metropolis, Tulip and Champs, the three media companies have occupied more than 70% of the national market share, and only 26.9% of the market left Jianguang and other peers.
Liu Zuigeng, president of Phoenix Metro Media, even bluntly said that the profit of the LED media industry has been “diluted†from a high level in the early years to a relatively low level. Even in Shanghai, where the outdoor advertising industry is developed, although the main LED display companies enter outdoor advertising companies. The top three, but its revenue is still difficult to the top two. "Compared with airports, subway stations and other carriers, the LED display's ability to absorb gold is still difficult to achieve."
Nowadays, as the relevant departments of Guangzhou, Shanghai, Shenyang and Chengdu have gradually strengthened the specification and rectification of outdoor LED displays, the display manufacturers will be limited in the future expansion of the outdoor LED display advertising media market. As for whether this model of extending to the downstream of the advertising media industry chain can get rid of profitability, we will wait and see.
[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 will be deemed to be illegally reprinted, this website will be held legally responsible! 】
On the afternoon of December 30, 2013, the Guangzhou Municipal Government executive meeting passed the municipal regulations “Guangzhou City Outdoor Advertising and Signboard Management Measures (Revised Draft)†(hereinafter referred to as “Measuresâ€), and the “Measures†stipulated LED outdoor electronic display. The specific settings of the screen, and prohibit the opening of the outdoor LED advertising screen from 22:30 to 7:30 in the evening, and the illumination illumination, brightness and color requirements of the LED outdoor advertising screen should also meet the requirements of the "Measures". To avoid the formation of light pollution.
At the press conference of the executive meeting of the Guangzhou Municipal Government, Li Zhigang, director of the Landscape Management Committee of the Municipal Urban Management Committee, said that in recent years, Guangzhou has cleared 68,000 illegal outdoor advertisements and signs, about 872,000 square meters.
On January 6, 2014, Li Chao, director of the Shenyang Municipal Environmental Protection Bureau, answered the public complaints about outdoor LED advertising screen pollution on the “Senior Hotline†of the Shenyang two sessions, saying that the Municipal Planning Bureau, the Municipal Urban Construction Bureau and the Municipal Environmental Protection Bureau will jointly draft The document requires relevant restrictions on the illumination and sound of the LED display and is issued to the local advertising company.
In addition, cities such as Shanghai, Xiamen and Chengdu have begun to gradually increase the intensity of illegal LED outdoor media. This means that the quality of outdoor large-screen installation sites in first- and second-tier cities will become increasingly scarce, and the approval of outdoor large-screen advertising spaces will become more stringent.
This is undoubtedly a bad sign for many manufacturers who are hoping to vigorously lay out the outdoor LED display advertising media business to get rid of the profit bottleneck of the LED display industry.
In the past two years, a number of LED display companies, including Lianjian Optoelectronics (300269.SZ), are gradually expanding their efforts in the outdoor LED display advertising media market. Lianjian Optoelectronics announced in late December 2013. It plans to spend 860 million yuan to acquire time-of-day media for outdoor advertising companies, and gamble on outdoor LED advertising media business.
As an emerging advertising medium, outdoor advertising in the short term can indeed bring a broad potential market to display companies, but from the overall situation, the future situation is not optimistic.
"The domestic outdoor advertising capacity is actually limited. In terms of turnover, outdoor advertising can maintain a market size of about 30 billion yuan. The outdoor advertising actually does not have obvious competitive advantages, and the overall space is limited. Wang Huanzhang, secretary-general of the Outdoor Advertising Branch of the China Advertising Association, admitted that it is not easy for the LED display industry to achieve revitalization through outdoor advertising.
It is understood that the current domestic LED outdoor display advertising market is mainly divided by Phoenix Metropolis, Tulip and Champs, the three media companies have occupied more than 70% of the national market share, and only 26.9% of the market left Jianguang and other peers.
Liu Zuigeng, president of Phoenix Metro Media, even bluntly said that the profit of the LED media industry has been “diluted†from a high level in the early years to a relatively low level. Even in Shanghai, where the outdoor advertising industry is developed, although the main LED display companies enter outdoor advertising companies. The top three, but its revenue is still difficult to the top two. "Compared with airports, subway stations and other carriers, the LED display's ability to absorb gold is still difficult to achieve."
Nowadays, as the relevant departments of Guangzhou, Shanghai, Shenyang and Chengdu have gradually strengthened the specification and rectification of outdoor LED displays, the display manufacturers will be limited in the future expansion of the outdoor LED display advertising media market. As for whether this model of extending to the downstream of the advertising media industry chain can get rid of profitability, we will wait and see.
[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 will be deemed to be illegally reprinted, this website will be held legally responsible! 】
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