The current situation of commercial interactive display devices in 2020
Table of Contents
The manufacturing industry of commercial interactive display originated in the 1960s as a whole; Relying on the development and maturity of intelligent interactive technology, display technology, semiconductor technology, material technology, Internet of Things, and other application technologies. As a human-computer interaction terminal widely used in the commercial field, commercial interactive display equipment’s product characteristics and connotation are mainly reflected in “commercial”, “intelligent interaction” and “display” and other aspects.
I. Industrial chain of commercial interactive display industry
The industrial chain of commercial interactive display industry mainly includes upstream CPU, chips and other semiconductors, PCB, LCD panel, touch screen, wire, plastic and metal structural parts, other suppliers of raw materials such as electronic devices and agency components, manufacturers of complete machines such as intelligent interactive display and intelligent interactive integrated machine in the middle reaches, downstream brand owners, terminal equipment providers such as software and system integration vendors and other terminal complete machine vendors.
II. Global commercial touch screen shipments
In recent years, with the progress of application technology and the growth of downstream demand, the commercial intelligent interactive display industry has achieved good and rapid development. According to statistics, shipments of global commercial touch screens increased from 0.098 billion in 2015 to 130 million in 2019, and are expected to reach 0.142 billion in 2024, showing an overall growth trend.
III. Analysis of downstream market demand of commercial intelligent interactive display industry
1. Financial field
With the rapid development of the financial field in recent years, the application of commercial intelligent interactive display equipment in the financial field is also deepening. The product type has extended from the original single ATM to VTM, intelligent Teller machines and intelligent self-service terminals. According to statistics, China ATM Installed Base by 2011 of 333,800 growth in 2019 to 1.0977 million, 2011-2019 compound growth rate of 16.04%.
2. Manufacturing and storage management
Commercial intelligent interactive display equipment is widely used in production, manufacturing, storage management and other links, providing a direct and simple operation mode for workshop personnel to monitor, control and intervene the production process, it can greatly optimize the production management efficiency and is an indispensable and important auxiliary equipment in the field of industrial automation. According to statistics, the scale of the global industrial automation equipment market increased from US $1991 billion in 2013 to US $214.7 billion in 2019, showing a steady and rapid growth trend; It is expected to reach US $229.9 billion in 2022, the application of intelligent interactive display equipment in the industrial field will have broad market prospects.
3. Medical field
The application of commercial intelligent interactive display equipment in medical field mainly includes medical diagnostic display equipment such as Operation monitor, diagnostic display, Ward vital sign monitor, professional image display, etc, covering from clinical diagnosis to medical management and other aspects; According to statistics, the sales revenue of China’s medical device industry increased from 135.4 billion yuan in 2011 to 281.5 billion yuan in 2019, as an important auxiliary equipment, the market demand of medical intelligent interactive display equipment will have a larger growth space with the continuous development of the medical device market.
4. Transportation field
Commercial intelligent interactive display equipment is widely used in transportation fields including urban public transportation, rail transit (subway and light rail), railway, aviation and so on; Application product types include large digital advertisement Kanban, self-service information inquiry terminal, subway automatic ticket vending and checking machine (AFC), passenger information system (PIS), Airport self-service value counter, self-service luggage checking machine and other large-size products. According to statistics, the number of rail transit stations in China increased from 1147 in 2011 to 4007 in 2019, with a compound growth rate of 16.92% from 2011 to 2019; the number of civil aviation airports increased from 193 in 2013 to 238 in 2019, with a compound growth rate of 3.55% in 2019-2013. In the future, with the continuous development of China’s transportation industry, the new construction and upgrading of rail transit and airports, etc., automatic ticket vending and checking machines, intelligent Interactive Display devices for transportation, such as self-service check-in counters, will face greater market demand.
5. ExPRESS Logistics
Intelligent Interactive display equipment is mainly used in intelligent express cabinets in the field of ExPRESS Logistics, and its application products are mainly medium-sized. According to statistics, China Smart express cabinet the volume from 2014 15,000 group growth to 2019 406,000 Group, 2014-2019 compound growth rate close to 50%, growth speed rapidly. With the continuous development of the express industry, it is expected that the volume of smart express cabinets in China will still maintain a rapid growth trend, thus bringing greater market demand for smart interactive display devices.
6. Catering industry
According to statistics, the turnover of China’s catering industry increased from 380.95 billion yuan in 2011 to 655.738 billion yuan in 2019, and the number of chain catering enterprises increased from 16285 in 2011 to 34356 in 2019. In the field of catering, the applications of intelligent interactive display devices are mainly large-sized devices such as large digital advertising boards, POS terminals, self-service ordering machines, etc. In the future, with the continuous growth of the scale of China’s catering industry and the deepening of the informatization level of stores, large digital advertising boards, POS terminals, self-service ordering machines and other equipment will have broad growth space.
IV. Competition pattern of commercial intelligent interactive display equipment industry
There are a large number of manufacturers in the commercial intelligent interactive display equipment manufacturing industry, but the competition pattern is relatively scattered, the industry concentration is low, and the number of large-scale enterprises is relatively small. The business model of industry manufacturers is mainly OEM, but some leading manufacturers have gradually transformed to JDM/ODM mode. In general, with the maturity of the industry development and the extension and integration of the industrial chain, the concentration of the industry will gradually increase.
From the perspective of the global competition pattern, the main manufacturers in the industry can be roughly divided into three echelons. The first echelon is mainly multinational enterprises such as Europe, America and Japan, the representative enterprises of the second echelon gained the first-mover advantage in the process of global industrial chain transfer. The Third Echelon was mainly small manufacturers, which started late and most domestic enterprises were in the third echelon.
V. Development trend of commercial intelligent interactive display devices
1. The product application scope and depth are continuously upgraded.
With the continuous improvement of global social informatization level and users’ ardent demand for intelligent and simple operation interfaces, commercial intelligent interactive display equipment, as the human-computer interactive terminal of all things interconnection and all walks of life, is becoming digitized, an important basic equipment for intelligent transformation has a good demand prospect and market growth space. At the same time, the maturity and application of upstream and downstream industry technologies have also promoted the continuous extension and deepening of the application scenarios of products in this industry. For example, the progress and integration of upstream display and interaction technologies have made products lighter and more intelligent, downstream mobile payment technology, industrial control technology, financial encryption and identity verification technology, development of medical imaging technology, the rise of new retail and unmanned retail application scenarios has stimulated downstream demand for products in the industry. In general, commercial intelligent interactive display devices will have wider and deeper scenario applications.
2. Large commercial intelligent interactive display have broad market space.
In recent years, with the popularity of large-screen products, the decline of large-size glass and screen production costs, the market of large-size commercial intelligent interactive display equipment has maintained rapid growth. Currently, mainstream commercial intelligent interactive display used in retail, finance, and other fields are all large-sized products, such as self-service checkout devices, self-service information inquiry machines, self-service ticket vending machines, Kiosk, POS terminals, ATM, large game consoles, and so on, it is expected that the demand growth for large and medium-sized equipment in these fields will continue to maintain stability; In addition, with the increasing demand for the interactive electronic whiteboard in the fields of education and training and the rapid development of industrial control equipment and intelligent interactive display in emerging application fields, large and medium-sized commercial intelligent interactive display is expected to achieve rapid growth.
3. The level of automation and intelligent production and manufacturing has been gradually improved.
As the country actively promotes the construction of “Industry 4.0”, the Internet of Things, and “smart city”, factory automation and intelligent production are gradually becoming the industry trend. In addition, the production orders of the commercial intelligent interactive display are characterized by small-batch, multi-batch, non-standard, etc, therefore, in the past long period of time, equipment manufacturers have adopted manual operation mode for some links to meet the need of fast switching production lines. However, with the increase of labor costs, the improvement of customers’ delivery requirements, and the intensification of market competition, although the artificial assembly line operation mode can meet the business needs of enterprises in a short time, however, it will weaken the competitiveness and profitability of the enterprise in the long run, and it does not conform to the development direction of the industry. At present, leading enterprises in the industry have taken the lead in introducing advanced automatic and intelligent production lines and machine equipment, reducing labor costs, and improving production efficiency through necessary investment and upgrading in production links, so as to consolidate the company’s long-term competitive advantage.