We have been manufacturing and selling red light therapy device for 8 years and supply over 98% of these products to the European and American markets.
Red light therapy devices are widely used for the treatment of joint and muscle aches and pains and also have cosmetic benefits.
Now, when we drive or walk on the streets of the city, outdoor LED displays will continue to come into view. Some people say that after TV, computers, and mobile phones, outdoor LED media has made urban people "fourth screen"! So, what does the fourth screen mean for urbanites?
Outdoor media is injected with new elements and vitality
Outdoor advertising is the oldest form of media in all advertising media. It is born at the same time as trade and is rooted in the city. It is closely related to the economic, cultural and social life of urban people. It is the medium of communication for brands and products. It is also a shining symbol of the city's prosperity and development. These characteristics form a unique and irreplaceable value for outdoor media.
Modern urbanites are surrounded by all kinds of information from all over the world, and the sensitivity and attention to information has gradually weakened. How to break through in the information age? How to grab attention from consumers whose information reception is close to saturation? These are the issues of anxiety for today's businesses and media.
The consensus from the media industry is: traditional outdoor advertising, such as big cards, light boxes, single columns, etc., with limited viewing distance and single screen, such outdoor media obviously cannot fully meet the current market demand. With the application of new technologies, new forms of outdoor advertising continue to emerge, and outdoor LED display media should emerge from time to time.
LED full-color display is a new type of information display media that has developed rapidly in the world in the 1990s. It combines modern high-tech, energy saving, environmental protection, colorful, display dynamic picture and text, wide range of visibility, etc. Advantage. The outdoor LED screen advertising screen area is large, the visual effect is shocking, can fully attract the attention of the audience, is a new combination of media and high technology.
The LED display media also has an advertisement characteristic with high effective arrival rate, and the price is relatively low compared with the media delivery forms such as television and newspaper. These unique values ​​make LED display media a natural newcomer to outdoor media. For example, the core area of ​​the New York Times Square CBD and the Ginza of Tokyo, Japan, not only have the function of advertising and marketing, but also the symbol of the status of a world-famous big company. Only the dominant players in the industry can broadcast advertisements here. At the same time, the company that broadcasts advertisements here has made people feel the global status of its brand.
Unlike traditional outdoor media, LED displays are not just outdoor media, they also have the characteristics and advantages of TV and other media. However, the LED display is not just an extension of the outdoor media and TV media. It has a larger creative space and a broader space for interaction and communication with consumers. It can meet the individual needs and has the spread of the digital age. The concept is a unique form of screen.
Nielsen, the world's leading market research authority, calls the outdoor LED display the "fourth screen" after TV, computer and mobile phone. Outdoor LED display media complements various other media forms, blending time and space, and stereoscopic communication, thus bringing the greatest media time and space integration value to advertisers.
In China, the reform and opening up has experienced the process of transferring the largest rural population to the town in the history of the world economy for 30 years, thus forming the fastest urbanization process in the world. The sustained development of China's economy, the rapid development of urbanization and the construction of modern cities, as well as the increase in urban population and consumption power, have laid a social and economic foundation for the development prospects of outdoor LED display media.
The "enclosure movement" of outdoor media resources was triggered
Based on the high expectations of outdoor LED display media advertising, time and time, large and small media companies have begun to acquire resources and build a screen, and hope to cut a piece from this smelly cake and eat a bite.
However, the outdoor LED display media has a huge demand for capital. If there is no capital strength, it is difficult to rapidly expand and continue to develop in the industry. This situation began to turn around after the scale expansion reached its peak in 2008. Under the global financial crisis, venture capital has decreased and local capital has shrunk. At the same time, corporate advertising budgets have inevitably decreased, making some LED funds that are insufficiently funded or unable to receive capital continue to be injected. Capital retreats to those companies that have no financial strength and are weak in business.
However, everything must have two sides. This big wave of sand, for some powerful LED display media companies is a good opportunity for development. For the choice of counter-market expansion, Liu Zuigeng, president of Phoenix Metro Media, believes that when the economy is good, it takes a long time to negotiate a prime location in a key city. However, in the case of economic downturn, the government The investment will be more open and more active.
Phoenix Metropolis Media was founded by Phoenix Satellite TV. In 2007, Phoenix Satellite TV Holdings and Zhongyu Investment respectively invested RMB 35 million in Phoenix Metropolis. In April 2009, Phoenix Satellite TV announced that Phoenix City Media will receive a new round of capital injection of HK$87 million to expand its outdoor media business in China. After two capital injections, Phoenix Metropolis Media held 157 million Hong Kong dollars (equivalent to about 138 million yuan). Phoenix Metropolis Media owns the superior resources of Phoenix TV brand media and has inherent advantages in terms of capital strength, media operation experience, global sales background and recognition of the community.
In just over two years, Phoenix Metropolis Media has built more than 40 cities in 13 mainland economic centers in Beijing, Shanghai, Guangzhou, Shenzhen, Nanjing, Wuxi, Suzhou, Hangzhou, Qingdao, Zhengzhou, Wuhan, Chongqing and Chengdu. Large outdoor LED display. Phoenix Metropolis Media realizes the inter-regional outdoor LED media network service in the Mainland, and spreads a message in a “face†manner. It can also choose the location and select the type of audience. Customers can draw at the same time and at different locations, which not only strengthens The power of advertising, more importantly, can create a broader and more accurate advertising effect for customers.
Networked services are the trend of LED outdoor media development, but this requires strong financial support to back up, operating costs are high, this is also the test and assurance of strength. “Enclosure construction†is just an introduction, and subsequent capital support and steady operation are the basis for sustainable development in this industry.
One of the biggest characteristics of outdoor media is the monopoly of space resources. The scarcity of geographic location determines the value of advertising. The so-called location is king, and outdoor LED display media is no exception.
The most influential companies in the LED display media industry are striving to acquire the “screen king†in the core business districts of the city and the core areas of the main roads. Phoenix Metropolis Media has just built a large outdoor LED display with a total area of ​​1,200 square meters in Beijing Zhongguancun Dinghao Building, as well as Beijing Xidan Juntai Department Store, Guangzhou Tianhe Bookstore Center, Shenzhen Shennan Avenue Electronic Building, etc. LED big screen. These excellent outdoor LED large screens form a hot spot for advertising, and are also the most intuitive expression of the LED display media company's own brand and strength.
In 2009, an LED media company won the LED advertising space of Guangzhou Tianhe Zhengjia Plaza with a high price of 50 million. Although the industry has different opinions and disagreements, it also reflects the fact that the screen resources are related to the survival of LED display media companies. Some companies that don't get the LED screen resources in important areas of important cities can only cooperate with the screen owners, and the screen quality is difficult to guarantee. Obviously, those companies with their own LED display resources have a competitive advantage in the long run.
Outdoor LED media industry development is concerned
According to the "China Outdoor LED Large Screen Media Value Research Special Report 2008" released by Analysys International, by the fourth quarter of 2007, the advertising revenue of the LED display media market was 93.8 million yuan (quarterly), and the growth rate exceeded the building. Terminals, aviation terminals and other market segments; however, by the third quarter of 2008, the LED large-screen advertising market has reached 144.8 million; Analysys International predicts that China's outdoor LED large-screen advertising market will reach 1.593 billion yuan in 2012. From 2007 to 2012, the average annual compound growth rate of China's outdoor LED large-screen advertising market reached 39.40%.
With the rapid development of outdoor LED display media, the ecological environment of the industry will inevitably change, and it is bound to develop from the top of the mountain to the capital as the king, and then advanced to the professional competition and create customer value. At each stage of development, a group of companies will be eliminated. Those that remain in the market must be companies with strong capital, business model innovation and continuous creation of media values. The so-called strong is stronger.
At the China Outdoor Advertising Conference held in Changsha in March 2010, industry insiders also proposed how to tap and provide advertisers with more core media services, especially how to integrate with new technologies, such as LED display media and A combination of technologies such as Bluetooth and Wi-Fi to achieve interaction with consumers. For example, in foreign countries, consumers will receive a mobile phone message when they pass the LED display during lunch time, and inform the nearby restaurants, and the details of the restaurant will be displayed on the LED screen next to the consumer. According to Phoenix City Media, they will try to do this in the future to achieve more media value and customer value.
As an emerging form of media, there are still too many things to do in the outdoor LED display media industry.
At present, the vast majority of LED display media companies are still busy with the initial stage of screen resource acquisition and customer development and sales, and have no energy or strength to build industry specifications and LED display media monitoring system. However, the development needs of the media industry must also have an evaluation indicator system applicable to the media, which is also a sign of the maturity of this type of media.
In its research report on the value of China's outdoor LED large-screen media, Analysys International pointed out that the monitoring system and effect evaluation have not been perfected, resulting in the capitalist and advertisers underestimating the value of new media forms; the degree of market integration is not enough, and the fierce competition is reduced. Bargaining power. The outdoor LED display media has the characteristics of both television and outdoor media, and has its own unique media attributes, which makes the construction of the LED display media evaluation system relatively complicated. At present, Phoenix Metropolis Media has started an exploratory attempt in cooperation with third-party media monitoring agencies, and expects to work with the industry to build an LED display media evaluation index system.
Capital and resources are the upper base, and the integration of resources, the study of media attributes and media values, and the insights of media audiences are the driving force behind the higher development of LED display media companies.
The development of urbanization and the change of urban lifestyle have driven the rapid development of outdoor LED display media, with both opportunities and challenges.
After the baptism of market competition, it is really effective and close to the consumer terminal. The outdoor LED display media that can provide deep customer value will surely achieve great development and become a strong media.
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