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Jinan LED outdoor screen industry is in a downturn
Outdoor LED displays are widely emerging in major cities in China as emerging media. Jinan has introduced large-scale outdoor LED displays since 2006. At present, there are nearly 40 large outdoor displays in Jinan. According to the introduction of outdoor advertising practitioners, the effect of outdoor LED display in Jinan is not good at present, and the appearance is beautiful, but the heart is very embarrassing. The public does not recognize LED displays, and the high cost of LED displays also makes profitability difficult. Some LED advertising screens on the street are not running well, and have been closed in order to save electricity bills. The outdoor LED display is 300 square meters at the junction of Jiefang Bridge at Lishan Road and Jiefang Road. There is a 200 square meter LED screen in the southeast corner of the intersection, and the advertising content can be seen 10 meters away. On the afternoon of the 19th, the reporter saw the content of the LED screen playing as an image advertisement for a certain company. The contents of the liberation bridge LED screen are usually commercial advertisements such as brand image, business promotion, product promotion, large-scale activities, and investment promotion. The reporter learned from the outdoor advertising website that the liberation bridge LED screen broadcasts 60 times a day, 15 seconds for a brand advertisement of 30,000 yuan per month, and 30 seconds for a brand advertisement of 50,000 yuan per month. According to the reporter, there are currently 8 large-scale LED screens operated by advertising companies in Jinan City, which are mostly distributed in the prosperous business district of Jinan City, such as Hongjialou Square, Quancheng Square and Bayi Overpass. Recently, the reporter came to Sakai Commercial Building. The LED advertising screen above it is the largest LED advertising screen in Jinan. At that time, the film "Storm" was being broadcast. The reporter found that the advertising screen of the office is adjacent to Quancheng Square and Quancheng Road, with an area of ​​about 300 square meters. The advertising screen is at the top of the commercial building, and the location is more conspicuous. The advertisements can be seen in the square or the surrounding roads. The reporter inquired on the advertising website that the highest advertising price in Jinan is the LED large screen of Quancheng Square, and the large screen area is about 200 square meters. It has been put into use since 2010. The execution price of the execution month hanged on the Internet is 100,000 yuan, and the annual price is 1.2 million yuan. In Jinan, there are still many information release screens attached to the radio and television system, and commercial advertisements are also released. The outdoor advertising screen above the Sanlian Trading Co., Ltd. is the public emergency information release screen of Jinan City, with an area of ​​about 50 square meters. The information screen is located near the intersection of the main road, adjacent to Wal-Mart Supermarket and Daming Lake and Baotu Spring. It is understood that there are 17 advertising screens under the auspices of the broadcasting and television system in Jinan City. The content that is usually broadcasted is public information, emergency information, and variety entertainment programs, and sometimes commercial advertisements. At present, there are 4 to 5 display screens in Jinan for the development unit of the building. The display at the intersection of Shanda Road and Jiefang Road is managed by Huaqiang Electronic World, with an area of ​​about 150 square meters. At present, the entire industry is in a downturn. Zhang Xingjun, who once operated the LED screen of Quancheng Square, told reporters that the current use of LED outdoor advertising screens in Jinan is not good, and the whole industry is in a downturn. Zhang Xingjun believes that the current investment situation of LED advertising screens is not optimistic. Although the advertising screen revenue in the prosperous areas is still acceptable, compared with other first-tier cities in China, there is still a big gap in the profit of LED advertising screens in Jinan. At present, Xu Jianguo, deputy general manager of Shandong Fengyuan Media Co., Ltd., which operates several LED screens in Jinan, told reporters that the current development prospects of LED advertising screens are not optimistic. This is especially true for Jinan, and the whole industry is entering a downturn. Zhang Zhijun believes that the main reason for the industry downturn is that Jinan's economic strength is weak, and the advertising time of big brands is relatively short, and it will not be long-term and continuous investment. Zhang Xingjun also believes that Jinan citizens have low recognition of LED advertising screens, and the public does not rely on LED screen advertisements compared to advertisements such as newspapers and television and radio. Xu Jianguo believes that for LED advertising screens, merchants do not recognize. Since LEDs are mobile ads, the second-minute calculation results in a lower audience arrival rate, and the audience may not notice the ads that update so quickly. When the customer feels that they are not getting the corresponding return, they stop running. The reporter learned that due to the failure of the LED advertising screen, sometimes it is inevitable that there is no light or damage to the screen, and the advertiser is very dissatisfied. The failure of the screen directly affects the delivery rate of the advertisement and the perception of the merchant. Xu Jianguo said. The monthly photoelectric fee is 20,000 yuan. Shandong Bao Shida Advertising Media Co., Ltd. is mainly engaged in the LED display operation of Bayi Ginza and Hongjialou Square. The relevant sales department of the company, Ms. Qu, told the reporter that it is now placed on the LED advertising screen. The advertisements on the Internet are basically real estate advertisements, but the real estate developers think that the LED advertisement screens can be played in a rolling manner, and cannot be played 24 hours a day, and are more inclined to form albums, outdoor big cards, wall advertisements and the like. Zhang Xingjun believes that the high cost of LED screens is the main reason hindering its profitability. The fixed expenses such as electricity, maintenance, maintenance and management fees are large, which causes most outdoor advertising companies to make ends meet. In terms of cost, the fixed monthly cost of the advertising screen is as high as 120,000-130,000. After 5 years of use, the LED screen will undergo a large-scale renovation, which is a huge amount. Xu Jianguo said that the cost of running LED screens is indeed very high, with an average monthly cost of 20,000 to 30,000 yuan, and a fixed expenditure of nearly 2 million to 3 million a year, plus regular maintenance and repairs. Nowadays, the speed of electronic screen replacement is too fast, and it requires frequent maintenance and repair, which undoubtedly increases the burden on the operators. When the LED advertising screen just entered the market, it was a new thing, so it triggered a large-scale investment setup, but the actual loss caused many LED advertising screen operators to suffer. Xu Jianguo introduced that many operators have closed the LED screen simply because they are not able to attract investment and save electricity bills. In addition, many advertising screens are used for renting in the form of daytime closure and evening opening.