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"Outdoor" Digital Signage Market Rise: Can LCD Display Occupy the Field of Display Terminal Hegemon?


Due to the covid-19 epidemic, various industries have been influenced differently. Taking the LCD display industry as an example, the demand for traditional stage rental screens and outdoor large screen applications is sluggish.


However, the command and dispatch center market required for government work and the rise of the digital signage market in the public transportation field have showed that there is little impact on their market, making them become few growth markets involving LCD display screen. So, as for intelligent LCD display screen, is it possible to become the overlord of digital signage display terminals?


1. The "dark horse" outdoor digital signage of the display terminal


According to research by related institutions, most digital signage product manufacturers are turning their attention to the outdoor market in the first half of 2020, which is mainly reflected in bus stations and other land transportation platforms, as well as fast-growing self-service ordering displays in fast-food retail application scenarios. The lineup of public displays and outdoor digital signage displays for "outdoor" or "semi-outdoor" applications with a brightness of more than 1,000 nits is growing steadily.


As a high-brightness display terminal, LCD display screens have been gradually decreasing in price in recent years with the dot pitch and the display size both shrinking as well, which has a strong impact on the LCD digital signage display market, becoming a dark horse in this field.


2. Changes in outdoor digital signage market during the epidemic


Affected by the epidemic in the first half of 2020, the shipments of outdoor digital signage machines have fallen sharply. In order to improve corporate profitability, many manufacturers have expanded their product ranges and shifted their attention from the heavily affected indoor displays to outdoor LCD digital signage whose demand is rising, such as emerging public transportation platforms.


Secondly, during the epidemic, many stores added LCD digital signage of highly interaction that can display posters and videos in order to attract visitors to create digital stores, which also promoted the growth of digital signage demand to a certain extent.


Furthermore, due to the need for prevention, control and isolation, manufacturers have taken longer to develop products. Therefore, during the epidemic period, they catalyzed the maturity of display terminal technology, and as for LCD digital signage terminals, like display devices with LCD, the technology competition during the epidemic prompted the maturity of the technology itself, brining the decline in market prices and driving the improvement of the overall market.


Industry insiders predict that starting from 2021, the growth rate of outdoor digital signage display products will gradually exceed that of indoors. With the emergence of new high-brightness products, outdoor display products will have more opportunities to appear in new outdoor application scenarios such as outdoor sports and hotel terraces.


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