Advertising screens are accelerating 1
From 2020 to 2021, the commercial display Advertising Machine market has experienced a roller coaster process. From the trough of the epidemic to the post-epidemic rebound, the development of the industry in 2022 has attracted much attention. In this regard, most people in the industry believe that 2022 will be a big year for Advertising Machines, a rare year of growth of more than 30%.
First, from a historical perspective, affected by the COVID-19 epidemic, the overall scale of Advertising Machines in the first half of 2020 decreased by 48.5% year-on-year, and the sales volume of Advertising Machines in the market in 2020 fell by 39%. In 2021, it showed a bottoming-out rebound trend. The Advertising Machine market throughout the year resisted the pressure of product price increases and achieved nearly doubled growth: that is, it was still about 20% higher than in 2019. The industry structure has basically returned to the normal state before the epidemic. This has laid the foundation for the healthy development of the industry in 2022.
Second, from the perspective of demand, the increase in Advertising Machines in 2021 is more of a "filling hole" effect for 2020. The incentive effect of AI applications, 5G applications, big data applications and cloud applications on the Advertising Machine market has not really been reflected: the added value of applied technological innovation in Advertising Machines has been ruthlessly compressed by the epidemic for two years. Therefore, the industry believes that the market growth that may be triggered by the application innovation end has a chance of retaliating in 2022-2023.
Third, from the perspective of innovation and progress, the advertising machine market is increasingly facing opportunities for "new scenarios". For example, precision marketing based on front-end sensors and big data, emerging advertising machine carriers represented by smart lamp poles, or new advertising machine scenarios brought about by retail automation and contactless consumption all mean that the "advertising machine market" has the potential for phased high growth. For example, in 2021, the market share of advertising machines with interactive applications has reached nearly half. This will drive the emergence of a wave of upgrades to "old models".
Fourth, the sinking market for Advertising Machines is increasingly forming. One of the great benefits brought by the epidemic is that "the digital gap between first- and second-tier cities and sinking markets has never been bridged so quickly". Combined with the post-90s and post-00s consumer groups becoming the most important participants in market consumption. These young consumer groups' preference and dependence on digital technology are becoming the key support for the accelerated popularization of advertising machines in sinking markets.