Shulou(Shulou.com)11/24 Report--

If from 1993, the collection of RGB three primary colors, LED display screen into the full-color era from the beginning, the LED display industry can be said to have officially entered the age of 30 this year.

And ushered in the 28-year-old industry boss Liad, almost witnessed the LED display industry from the debut-frenzy-peak-the whole process of change and development.

In the last five years, the latest change cycle ushered in under the blessing of Mini / Micro LED technology has attracted a large number of capital and cross-border giants to enter the market, and brands with a market capitalization of tens of billions and hundreds of billions have been strengthened one after another. "the theory of changes in the industrial pattern" has been common in recent years-long Touliad is in the era of "chasing soldiers in front and tigers later".

But so far, Liad remains firmly at the top of the LED industry.

At this node, which is of great significance to Liad, we try to analyze the reasons behind the phenomenon.

A vigorous and direct strategic direction

The temperament and course of an enterprise are often closely related to the helmsman.

"if you want to be an enterprise, you must have your own courage to revolutionize yourself." from Chairman Li Jun's remarks, we can get a glimpse into the history of Liad.

-- while most enterprises are still immersed in the joy of plug-in screens, Liad became one of the first corporate representatives to promote SMD screens.

When most enterprises are developing outdoor display screens, Liad is the first to invent P2.5 small spacing to announce that he has entered the indoor era.

-- when most enterprises walk in different technological routes in the micro-spacing era, Liad uses his own defined Micro LED screen to compete for conventional displays to accelerate Micro LED into the general era.

Source: expert says Research

From the above three classic examples, we can clearly feel Liad's inward self-revolutionary temperament, fierce and direct strategic decision-making.

This corporate style has led to more than 16-fold growth in 10 years, keeping Liad firmly at the top of the industry.

Source: expert says Research

In the first half of this year, Liad held a press conference in Beijing to clarify the new strategy for 2023 and the future. Liad Li Jun, chairman of Liad, made it clear that he would move from 10 billion to tens of billions of dollars in revenue, with the annual order growth target anchored at 20% to 30%.

The ecological door opened by an open mind

Market competition is not a zero-sum game, especially when the environment and industry are faced with uncertainty.

The revolutionary speed determines the starting time, and the input of resources determines the running speed. Only by accumulating the two, can we get the fastest running on the field. In the process of industrial transformation or looking for an incremental market, the ecological route construction of partners is more important.

■ LED displays enter the commercial and consumer markets, and cinemas are an obvious incremental market.

In 2019, Liad joined hands with LG to pass the LED cinema screen DCI certification, mainly targeting overseas markets.

Last year, Liad received Hollywood DCI certification for LED movie screens with completely independent intellectual property rights. At this year's press conference, Liad said that he will continue to enter the Chinese LED film screen market together with LG Electronics in the future. So far, 16 screen orders have been obtained.

■ LED shows hundreds of billions of market, Micro LED is the ultimate visible technology.

In terms of Micro LED technology, in addition to its own earlier layout and results, Liad has also made great efforts in the layout of technological conquest and industrial chain cooperation.

As early as 2017, Liad invested in Severus to jointly develop quantum dot-related technology and lay out Micro LED displays.

At present, NPQD ®R1 Micro LED chip has been mass produced. This technology can reduce the cost of flip red LED, improve efficiency, speed up the commercialization process of Micro LED display technology, and promote the civil and household markets with higher quality and lower cost at present. At the press conference in April this year, the Liad Group and Sevros launched the world's first QLED 4K direct display screen, which has been mass-produced on a small scale.

Photo: Liad and the participating company Saphlux jointly released the world's first QLED 4K direct display large screen.

In addition, in 2019, Liad set a precedent in the industry, working with chip factories to create profits and conquer Micro LED.

In April this year, Liad announced the latest progress and achievements of MiP, a popular technology that is expected to commercialize Micro LED displays on a further scale. Lijing, a subsidiary of Lijing, has planned to expand production in 2023, completed the establishment of 1400KK capacity in the first quarter, and broke through 2000KK at the end of 2023, achieving the goal of scale effect to reduce the production cost of MiP.

Photo: Richland announces the latest developments in MiP and Roadmap

In addition, in July this year, Liad launched a major Micro LED transparent screen (P0.6), which uses a full-flip substrate-free Micro LED chip (20 * 40 μ m), which is an important step for thin film Micro LED in large screen display applications.

In the new era of ■ AI, how to integrate and integrate LED display determines the boundary of future applications.

ChatGPT brought the first big tuyere in 2023, triggering a global giant game. As a result, the upstream and downstream of meta-universe are activated, and the composition ecology of meta-universe includes content system, display system, operating system and so on. Among them, display technology plays a key role in meta-universe, but at the same time, the integration and interaction with other systems is a new topic.

Source: White Paper on 2023 connoisseur Universe display Research edited by Liad et al.

In the layout of this field, Liad and its virtual moving point and NP also provided film and television level motion capture technology earlier, and now can provide core solutions of film and television rehearsal and XR virtual shooting at the same time.

In June this year, Liu Yaodong, CMO of Liad Group and CEO of virtual mobile site, released an exciting news. The virtual moving point has overcome the technical problems in related fields and realized the localization of the key core technologies of spatial computing, which means that in addition to the display system and links with other systems, the ecological layout of Liad has also been completed.

To sum up, although Liad's layout in the new technology or incremental market has not yet made an absolutely significant contribution to revenue, it is a bullet inside and a sharp weapon on the outside. Mature business takes the lead, emerging business is stable, both customers and investors, at a glance.

The two major points mentioned above may be just the tip of the iceberg that Liad can become and is still the "boss Liad". But in a word-the leader's vigilance can go a long way, and Liad is really doing the right thing.

As of today, Liad can be regarded as a good upper-hand move, and it will continue to be stable and strong in the future, from 10 billion to hundreds of billions of dollars in market capitalization.

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