Don’t be afraid! The commercial interactive tablet with a drop of 20% is still expected
Although commercial display in the smart society is regarded as “the largest potential growth area of the display industry in the future”, it is difficult to guarantee that there will be no periodic “growth callback”: for example, according to RUNTO data, in 2022 In the first quarter, 103,000 commercial interactive tablets were shipped in mainland my country, a year-on-year decrease of 22.8%.
However, the “confidence” in the industry is still full. Because, the current decline is “mainly structural”.
In the first quarter of 2022, the “20% year-on-year decline” of business interactive tablets still has the “high base” in the first quarter of 2021 “under the aftermath of the extraordinary growth of telecommuting caused by the new crown epidemic in 2020”, and there are also “previously high” reasons. The reason for the increasing overdraft effect under growth”.The main manifestation of the latter is that “the demand for interactive tablets in the medical industry will drop by 30% year-on-year in the first quarter of 2022” – after the large-scale surprise procurement caused by the new crown epidemic, the proportion of the medical industry in the business interactive tablet market is increasing from The peak of more than 20% will return to the normal structure.
At the same time, there is another “unique factor” in the decline of the business interactive tablet market in the first quarter of 2022: that is, with the accelerated popularization of large-size LCD TVs, especially the acceleration of 98-inch market entry, many companies have chosen “non-interactive functions” “The choice of “a kind of conference multimedia display device” – the interactive large screen, does not represent the “all” of the commercial large screen needs, but is just a more “typical” product.
After the price of the 85/86/98-inch large LCD screen has fallen, its economic advantages and the value of the huge display screen are “strong” challenges for the 55/65-inch interactive large screen market. . For the same investment, whether to choose a larger screen or choose an interactive function, the answer to this question ultimately affects the overall scale of the business interactive large screen.
In a word, the three major factors, “high base, overdraft effect of market demand caused by the epidemic, and competition between large-size color TVs and LCD monitors”, are the reasons why the business interactive tablet market has “shrinked by more than two consecutive quarters year-on-year data for two consecutive quarters since the fourth quarter of 2021.” 20%” is the main reason. However, these reasons are not enough to change the long-term positive trend of “business interactive tablet”.
As the share of the corporate conference room market as the main body of demand increases, especially the proportion of small and medium-sized conference room demand increases, the industry’s sensitivity to price will also increase: this is reflected in the subdivision product line, 86-inch and 65-inch proportions Both have improved – that is, larger sizes are more popular (large sizes mean higher costs);At the same time, the proportion of infrared touch technology has also increased slightly. Infrared technology is mainly promoted by professional commercial display brands, and its cost is lower.
That is to say, the combination of “larger screen + lower price” is the “ideal goal” of the industry demand side. Since the second half of 2021, the price of LCD panels has been reduced rapidly, especially the trend of popularization of large-size products is obvious.The industry believes that as 85/86 inches are supplied to the market on a larger scale, the business interactive tablet can share the dividends of the overall upgrade of the “LCD industry chain”, which in turn is conducive to the “better and stronger” development of the business interactive tablet market.
To sum up, the changes in the business interactive tablet market in the first quarter of 2022 will not change the general trend of the industry’s development.The “growth fluctuation” caused by the epidemic does not affect the long-term trend of “smart office”. It is more meaningful to be firm in the general direction of product application innovation and upgrading than to think about short-term market fluctuations and price fluctuations.
