Inside IT
The Future of Digital Signage in China

Digital Signage

A new gadget, namely “Cloud Teaching Terminal”, appeared in a middle school in Xinjiang Urumchi City in 2015. Through it, interactions between teachers and students were facilitated adequately within a happy atmosphere. While thousands of miles away in Qiandao Hu (Thousand Island Lake), a famous scenic spot in Zhejiang Province, a similar device called “Smart Bus Shelter” is now providing tourists with information including bus, news, weather and shopping, helping to relax the tiring journey. Turing to Software Park in Sichuan Province, Safe Community System is running to monitor the daily conference in the whole park and show them all via a large screen, guarantee the safety inside the community.

pavilions in a park in Hangzhou, Zhejiang, China

Zhejiang, China

As a matter of fact, from Cloud Teaching Terminal to Smart Bus Shelter to Safe Community System, though applied in difference fields, they are backed up by digital signage, which has been existing in Chinese market for at least five years and expanding in people’s everyday life. You can find them everywhere, at the corner of the streets, in department stores, cinemas, fast food restaurants, nonetheless, this name, is not quite familiar to public yet.

Judging from its performance in 2015, despite the economic slowing down and business recession, the market for sigital signage was surged inversely. According to the statistic evaluation of AVC, a market investigation company, market size of digital signage in China have exceeded 1.61 million, increasing by 5.8%. In 2016, this industry is still estimated promising, with an anticipated 13.7% increase and the output would be 1.83 million, revitalising profitably ahead of domestic macroeconomy does.

Due to the vast potential for future development, the number of enterprises who want to join the feast has been increasing fast, and it is no doubted that upgrading of industries would be forced to happen consequently.

In the future, the trend of Chinese market in terms of digital signage may include:

Embrace the mobile internet across the board

In 2015, the number of Chinese smart phone users has boomed to 747 million with the net increasing number of 165 million, increasing by 28.4%. The fast development in mobile internet has changed people’s daily life and the directions of several industries’ development. So it is indispensable for digital signage industry to brace and go hand in hand actively with mobile internet. Take an example in retail industry, currently the main responsibilities that digital signage undertake include: pushing promotion notification in large screens, tailored-service for diverse customers such as providing inventory information of promoted goods or parking lot traffic. Management of in-store big data, such as analyse demands of customers by some tools. As long as there are interfaces of internet, digital signage can provide interaction with customers via smart phones, and compare the in-house information management system. In that case, customers’ demands could be satisfied more efficiently, with higher accuracy in terms of service.

Woman use cellphone at night

Deep combination with IoT(Internet of Things)2

Though initiated digital signage’s integration with new technologies, massive application has not begun. Yet, as parts of the leading companies in fields of information and technologies have invested a lot in areas such as face identification, instant data analyse, perception calculation, mobile payment and so on, combination between digital signage industry and companies where IoT based on, would be an obvious trend in the future. For example, Hanwang Technology, which used to be famous for its innovation of electronic-paper books, was forced to conduct business integration when domestic market changed so fast in information and technology industry. Now, after two major breakthroughs both in face identification and text identification, Hanwang has set foot on the era of merging IoT precisely, and profit has come back as well .While digital signage has no choice but to be market-oriented and to adapt itself in China’s market where constant changes are inevitable, and sufficiently incorporate with other industries in IoT. Nowadays, digital signage has been widely applied in medical, retail, restaurants, finance and other fields. Users of digital signage would be more interested in the progress of interactions between human and machines as the development of IoT. Company who keep creative thinking and utilise new technologies and digital signage will probably seize the first opportunities in the market competition.

Smart appliance in word IOT. Internet of Things in industrial products concept.

So far, LG from Korea, NEC from Japan, and other large companies have been landing in China’s digital signage market. Capital and production has flowed in, leading the competition to be more fierce thereafter. It is a vast and potential market. As it gets faster in integration, in order to survive, a flexible and smart business mind would be of even greater importance in the future.


数字标牌在中国的未来

     2015年,中国新疆乌鲁木齐市某中学校园里多了一个新玩意儿,它的名字叫“云教终端”,教师和学生可以通过这个设备进行充分的互动,课堂气氛因为它变得十分活跃;而远在千里之外的浙江千岛湖景区里也多了一个新玩意儿,它的名字叫“智能候车亭”,来到千岛湖的游客们可以通过这里的设备了解公交车的运行信息、当天的新闻、天气状况和导购信息等,疲惫的行程因为它变得轻松下来;视线再转向天府之国,成都天府软件园引入的新玩意儿叫“平安园区系统”,通过这个大屏显示系统,软件园内部日常会议和监控信息一目了然,软件园的运营由于有了它变得更加便利和安全。

事实上,上面提到的“云教终端”、“智能候车亭”和“平安园区系统”,尽管应用在完全不同的领域,但它们的背后都是数字标牌(Digital Signage)作为支持。数字标牌来到中国市场已经超过五年时间,但是普通民众对这个词汇却依然十分陌生,尽管它已经渗入到中国人生活的每个角落。商场、车站、街边、影院、快餐店,凡是有数字信息传播需求的场所,都有数字标牌如影随形。

从2015年全年的表现看,在中国国内经济发展速度放缓、商业显示市场整体不振的情况下,数字标牌市场却一路逆势增长。市场调查公司AVC的数据评估显示,2015年,中国数字标牌市场销量规模超过161万台,同比增长近5.8%。进入2016年后,国内业界对数字标牌的发展仍然持乐观态度。AVC最新统计数据显示,进入2016年,中国数字标牌市场整体市场规模有望超过183万台,增速为13.7%。也就是说,数字标牌行业在2016年年内有望先于国内整体经济实现复苏,并会从利润增长等多个方面跑赢多数行业。

面对广阔的市场前景,想要在数字标牌行业里分一块蛋糕的企业也越来越多,市场竞争的白热化也会倒逼行业进行迅速洗牌和升级。所以,今后中国国内市场上数字标牌行业可能出现的大趋势包括:

一、全面拥抱移动互联网

2015年,中国智能手机用户爆发式增长,净增1.65亿户,总数达到7.47亿户,同比增长28.4%。移动互联网的快速发展不可避免地改变了中国人的日常生活和很多行业的发展方向。主动拥抱移动互联网将是摆在数字标牌行业面前的必选项。以数字标牌在零售行业应用为例,目前数字标牌需要承担的责任包括:大屏营销信息的推送功能;针对顾客的人性化信息服务功能,例如为顾客提供促销商品库存、停车场客流量等;店内大数据管理功能,如通过分析工具了解店内顾客消费需求等。而一旦与移动互联网实现全面对接,数字标牌可以与顾客手机进行同步互动,同时与店内信息管理系统进行比对和互通,这样可以在原有基础上继续提高服务的精准性,商家对消费者需求的反馈将更加及时和高效。

二、与物联网相关产业深度结合

目前,中国国内的数字标牌行业已经开始与新兴技术相结合,但大规模应用尚未铺开。但随着中国信息技术领域的部分龙头公司开始大量投入到人脸识别、实时数据分析、感知计算、移动支付等领域,这些构成物联网经济技术基础的公司与数字标牌行业想结合将是大势所趋。以汉王科技公司为例,汉王科技曾因电纸书等行业创新名噪一时,但中国国内信息技术产业变化极快,汉王科技无奈进行业务的再整合。如今,汉王科技在人脸识别和文本识别两个方面有了重大突破后,准确地踏准了中国国内市场进入物联网时代的步伐,公司业绩有了明显的回升。而数字标牌行业要实现持续发展,也必须适应中国国内市场整体环境变化快的特点,以市场为导向,充分与物联网其他行业深度结合。如今,数字标牌已经广泛应用于医疗、零售、餐饮、金融等领域,而随着物联网经济的发展,数字标牌的利用者将更加看重人机互动方面取得的进展,而哪家企业能够持续保持创新思维,让数字标牌与新技术快速结合,将在市场竞争中更容易占得先机。

目前,韩国的LG、日本的NEC等大屏显示企业已经在中国数字标牌市场上强势登陆,大量的资金与生产力涌入该行业,接下来的市场竞争将更加惨烈。中国数字标牌市场庞大且潜力深厚,行业整合将进一步提速,企业在中国市场上的生存将更加依赖快速灵活的头脑。

Written by Yan Xue, LG CNS Blog’s Regular Contributor

Yan Xue 2

Post navigation

'Inside IT' Category Post
  • IoT
  • Cloud
  • Big Data
  • Security
  • Data Center
  • e-Government
  • Transportation
  • Energy
  • Manufacturing
  • Finance