По-перше, визначення РК рекламної машини
РК-рекламна машина використовує РК-дисплей для відтворення відеореклами, що особливо підходить для комплексної мультимедійної технології високоякісних{0}}брендів для доставки повного спектру інформації про продукт та рекламної інформації споживачам. Підвищити швидкість відображення та ефект відображення товарів у торгових терміналах, а також стимулювати імпульсивні покупки. Він розміщується поруч із товарами в магазині і може автоматично відкриватися для реклами. У порівнянні з іншими традиційними засобами масової інформації та методами просування, інвестиції надзвичайно низькі, а ефективність витрат надзвичайно висока.
LCD advertising machine refers to a display terminal used to display any information in public places, and its background is used for digital information release systems; advertising machines refer to public places, used to display public information, advertising information, entertainment information It is a multimedia professional audition system that is used for digital information release by display terminal and its background.
2. Аналіз ринку РК рекламної машини
1. Research scope and definition
Research scope: Commercial application market (B2B field for short), including commercial and public applications. The data collection is based on Sell In, which mainly covers the sales data of brands and agents.
Definition: A multimedia audio-visual system that publishes public and commercial information, advertisements, and mobile TV programs through display devices in public places. The display terminal includes an indoor advertising machine product.
LCD advertising machine products can be divided into 2 categories according to the operating system, Windows system, Android system; according to the CPU architecture can be divided into 3 categories, X86 architecture, ARM architecture and others; LCD advertising machine products are widely used in various industries. The sub-industries include media, retail (including catering and entertainment), finance, education, medical care, hotel, transportation, government (including public places), telecommunications (including radio, television and post) and other (including energy manufacturing) industries.
2. Analysis of the current situation of market development
First, the application of elevator media drives the substantial growth of LCD advertising machines
In recent years, the scale of LCD advertising machines in China has continued to grow. This year, Focus Media and Xinchao Media have increased the competition and layout of elevator advertising resources, as well as the continuous expansion of commercial retail application scenarios, and the shipment of LCD advertising machines has increased significantly. .
3. Small size is the mainstream of the LCD advertising machine market
In the LCD advertising machine market, the elevator media industry has accelerated its layout, driving the increase in shipments of small{{0}}sized products. It is estimated that by the end of 2019, the proportion of shipments of 32" and below products will reach 80.7 percent ; of which 20-29" will be the fastest growing size segment, with a share of 47.0 percent , a year-on-year increase of 30.3 percentage points.
4. The share of the media industry has risen rapidly
The mainstream industry of the indoor LCD advertising machine market has always been the media and commercial retail industry. Overall, by the end of 2018, the industry structure of the indoor LCD advertising machine market has not changed much, but the concentration has continued to increase. The TOP3 industry share is 89.3 percent , an increase of 12.0 percentage points year-on-year. From the perspective of sub-sectors, the share of the media industry has been at a high level in the past two years. This year, due to the accelerated layout of the elevator media industry, the share has risen rapidly to 72.4 percent , ranking first, up 33.4 percentage points year-on-year; as an indoor LCD advertising The second is the application in the machine industry. The commercial retail industry market continues to increase shipments due to the increasing demand for application scenarios such as restaurants, shopping malls, 4S stores, and cinema entertainment. Squeezed by a large number of shipments in the media industry, the share of applications in other industries tends to decline.
