With the recovery of the social economy, major display and audiovisual expos in China are also resuming this year. At the exhibitions, major display companies showcase their new products, and new terms continue to emerge. The frequent appearance of one term has attracted the attention of major screen companies - new display technology. So why do new display technologies frequently appear and what impact have they brought to LED screen companies?

Social demand drives technological development, and new displays have become a hot topic in the display industry

In 2020, the COVID-19 will have a huge impact on the global economy, which will have a profound impact on all aspects of the global industry. However, some industries will enter the capital horizon because of special needs. In addition to the medical industry directly related to the epidemic, there is also the information industry that assists in office life and connects with the outside world. In situations where one cannot go out or speak of a long distance, how to obtain and exchange information to meet needs such as work, education, and entertainment has led to rapid development of the electronic information industry. As an information display tool, display terminals have also faced huge market demand, which is driving the rapid development of the display industry. People are always pursuing better products and constantly raising their requirements, whether it is other or display products, so a term began to frequently appear - new display technology.

New display technology is not an unfamiliar term. Prior to the pandemic, this concept existed and was referred to as a new type of display product. However, for the LED display industry, the application scope of this term was not very wide. It was not until the LED industry gradually developed towards small spacing and made breakthroughs in mini/micro LED technology that the product application scope broke through simple information display, but began to be installed in high-tech products such as computers, televisions, and mobile phones. Traditional LED display products also began to combine with AR/VR/XR technology, and new display technology began to become one of the promotional buzzwords for screen companies.

Micro LED Display - An Important Development Direction of New Display Technology

The upstream of the new display industry chain includes three major sectors: raw material production, equipment manufacturing, and production of assembled components. The midstream is the manufacturing process of new displays. Downstream is the terminal application stage, where displays will be applied in fields such as laptops, monitors, smartphones, tablets, digital cameras, in car displays, wearable devices, etc. At present, the application directions of new displays mainly include differentiation of smartphone forms, high-definition and low-cost TV products, and diversification of emerging application fields (such as virtual reality, telemedicine, public displays, etc.). In the 14th Five Year Plan, the new display technology industry has been listed as a key construction project for the new generation of information technology industry. Plans and policy support for the new display industry have been successively released in various regions, promoting China's display industry to leap higher into the value chain.

Previously, the LCD display industry was widely used in the field of new display technology. With the further popularization of new technologies such as big data, cloud computing, and the Internet of Things, the application direction of display screens has become more diversified. As of now, the total investment in China's new display industry has exceeded 1.3 trillion yuan, covering LCD, laser display OLED、 Quantum dot display and other new display technologies. Micro LED displays have the advantages of self illumination, high efficiency, low power consumption, high integration, high stability, and all day operation, making them an important development direction for new display technologies. For China's display industry, the government's attitude has always been to support and assist. With the guidance of government policies and the strong investment of related enterprises, significant progress has been made in the research and development of Micro LED chips, backboards, transfer, detection, repair, and drivers, which are basically synchronized with international advanced technologies. At the same time, a large number of major investment projects have emerged in various regions, accelerating the process of industrialization. Micro LED displays for smart wearables, cars, televisions, and commercial displays have been launched one after another, constantly giving rise to new application scenarios and consumer markets, with a promising market outlook.

Technological integration brings new vitality to the traditional LED display industry

Since the gradual maturity of LED display technology, large screen display has become the world of LED screen enterprises. But with the saturation of the market, the market space of the traditional LED industry is gradually shrinking, and more users are eager for more innovative display products. In fact, with the entry of communication technology into the 5G/6G era, network and computing technology, AI technology, electronic gaming technology, interactive technology, and other technologies have developed rapidly. Some LED screen companies are focusing on opportunities to integrate these advanced technologies into their products. New display products that integrate new technologies such as intelligent all-in-one machines, smart lamp post screens, and virtual studios have laid a solid foundation for the expansion of the LED display industry's segmented fields. And with the further reduction of dot pitch, small pitch products quickly adapt to user requirements for high resolution, high refresh rate, clear display, bright colors, and other characteristics, gaining great market attention.

The fusion application market of LED display screens and various virtual reality imaging technologies is hot, and diversified applications in segmented fields have become the traffic password for screen companies. LED displays for outdoor naked eye 3D screens often appear in major commercial districts, becoming one of the significant architects shaping urban architecture. Domestic LED display companies such as Zhouming Technology, Abbison, Lehman Optoelectronics, Lianjian Optoelectronics, and Shende Color have all entered the market. Domestic screen companies also apply it to the integration of LED displays with VR/AR/XR and 4K/8K high-definition displays. Such as virtual studios, immersive experience halls, immersive cinemas, and stage design performances, the almost lifelike display effects bring stunning visual effects to the audience.

New Display Technology: Integrated Development of "Hardware+Content"

The new display technology covers not only the in-depth research and development of display terminals and various technological breakthroughs, but also the intelligent empowerment of display products. Domestic screen companies also understand that a single display function of display terminal products cannot firmly occupy the market, so smart display products such as "display+software" have emerged. At present, the market potential of intelligent display products such as conference machines, intelligent all-in-one machines, traffic command centers, emergency control command centers, and other integrated solutions should not be underestimated.

As for hardware, seeking new materials and production processes to promote the development of Micro LED display technology is also an important focus of new LED display technology

At present, the development trend of new display technologies that combine both hardware and software is becoming increasingly evident. This will also become a benchmark for the LED display industry to enter the new display market.

At present, the focus of LED screen companies on new displays is still on Micro LED display technology, which has achieved research and development breakthroughs in segmented fields such as tablets, laptops, displays, televisions, and car displays. Although there is still room for improvement in technology issues such as massive transfer and production efficiency, some screen companies have begun to experiment with the integration of other new technologies. As LED screen companies deepen and advance their research and development of display technology, the new display industry will inevitably become a continuously deepening market, attracting investment from domestic screen companies.

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