The development of the LED display industry, the policy of the east wind plays a vital role. As an emerging strategic industry, the development of LED display industry has been deeply concerned by the government, and has also received a number of policy support, especially at the beginning of the development of LED display industry. Up to now, the LED display industry has gradually matured and its advantages. At the same time as it continues to stand out, there are some drawbacks that are emerging.
At present, in some important market segments of LED display applications, the government's policy trends have also appeared in two very different ways: while strictly controlling outdoor LED advertising screens, while vigorously supporting the cultural performing arts industry, LED rentals have been promoted one after another. The market is booming.
Restricted pipe
Outdoor advertising management regulations have been introduced
At present, the rapid development of China's outdoor advertising industry, especially the rise of digital new media represented by LED display screens, the outdoor LED display as a new carrier of advertising media is more and more widely used, but in the spread of commercial information At the same time, the noise and light it brings also interfere with the work and life of the citizens to some extent. Secondly, due to the lack of certain management specifications for the initial outdoor LED display, the original outdoor advertising screen was unreasonably built, which brought some negative effects on the beauty and safety of the city. Therefore, in the past two years, various places have successively issued The management method of outdoor advertising screens limits the development of outdoor LED displays to a certain extent.
Beijing - "Beijing Outdoor Electronic Display Setting Specification"
Article 5: Setting up an outdoor electronic display screen shall not have the following conditions: (1) Facing the direction of the road, impeding the safety of urban roads and highways, affecting the smooth flow of roads; (2) Forming light pollution, noise pollution, electromagnetic radiation pollution, etc. Normal life; (3) Other prohibitions as stipulated in the “Administrative Measures for the Establishment of Outdoor Advertising in Beijing†and the “Regulations on the Administration of the Establishment of Publicity Products for Beijing Slogansâ€.
Article 6 Outdoor electronic display screens shall be mainly located at appropriate locations in urban public squares or pedestrian streets. In the outdoor electronic display on both sides of the city main road (except for urban closed squares and pedestrian streets), the active screen shall not be played. In principle, the playing time of each fixed screen shall be greater than or equal to 15 seconds, and the screen switching shall adopt a slow conversion mode. Outdoor electronic displays shall not be installed within 50 meters of outdoor advertising and slogan promotional materials, on both sides of highways and on urban roads (except pedestrian streets) within 100 meters of intersections.
Article 7 The outdoor electronic display installed in the commercial area and its surrounding area shall have a nighttime brightness value of less than or equal to 1000 cd/m2; for outdoor electronic displays set up in other areas, the nighttime brightness value shall be less than or equal to 400 cd/m2; outdoor electronic display It should have the function of adjusting the display brightness according to the change of sunshine intensity.
Article 8 The setting of outdoor electronic display screens shall be coordinated with the styles of surrounding roads, buildings and landscapes, and shall not destroy the appearance of buildings and structures.
Shanghai - "Maximum Visual Brightness Limits and Measurement Methods for Light-Emitting Diodes (LED) Displays in Public Places"
In 2013, Shanghai issued a mandatory local standard “Maximum Visual Brightness Limits and Measurement Methods for Light-Emitting Diode (LED) Displays in Public Placesâ€.
The standard is for outdoor and indoor LED display, according to the area of ​​use, the area of ​​the display screen and the illumination of the surrounding environment of the screen, the corresponding limit requirements and measurement methods are specified, which fills the domestic standards in the field of “light pollutionâ€. The blank has certain guiding significance for the production, installation and operation of LED screens.
The implementation of this standard will provide a scientific basis for the installation and commissioning of LED displays in public places in Shanghai, and provide technical support for limiting the excessive “light pollution†of LED displays in operation, thus changing many current LED display operating units. Blindly pursuing the status quo of "eye-catching" effect, creating a more comfortable living environment for the public.
Guangzhou - "Guangzhou City Light Radiation Environmental Management Regulations (Draft)"
In 2014, Guangzhou issued the “Regulations on the Administration of Light Radiation Environment in Guangzhou (Draft)â€. As the problem of light radiation environment has become increasingly prominent, complaints from the public have gradually increased. Under this background, Guangzhou has issued the "Regulations on Management", which stipulates the basic system for environmental management of light radiation.
The "Regulations" stipulate that advertisements, signs and signs shall not cause light radiation pollution, shall not affect the normal running of motor vehicles, and shall not interfere with the normal use of public facilities such as communications and transportation. The lighting indicators shall comply with the lighting standards or technical specifications.
Among them, outdoor advertising and signboards set up in the form of LED (Light Emitting Diode) outdoor electronic display are prohibited from opening daily from 22:30 to 7:30. In addition, the residential community and surrounding cultural and commercial establishments shall be provided with advertisements, signs and signs that do not have outdoor lighting functions. If the surrounding interference light exceeds the technical requirements and causes complaints from residents, the city management comprehensive law enforcement department shall handle the relevant regulations. Advertising, signage and signage lighting should be turned off by 23:30 at night.
Shenzhen - "Shenzhen outdoor LED display set special planning control guidelines"
Just last year, Shenzhen also issued the “Guidelines for the Special Planning and Control of Outdoor LED Display Settings in Shenzhenâ€. The main target of the “Guidelines†is the outdoor LED display with an area of ​​more than 10 square meters in Shenzhen. The period is 5 years (2016~2020).
The "Guidelines" set the outdoor LED display settings in Shenzhen as the prohibition setting area (E1), the control setting area (E2, E3) and the moderate setting area (E4). Among them, the "control setting area" night display illumination maximum average brightness control is 300cd / m2, the display opening time control is 8:00 - 22:00. The "moderate setting area" night display illumination has a maximum average brightness control of 500 cd/m2 and the display opening time control is 8:00 - 23:00.
In terms of setting position, the "Guidelines" propose that when there is a residential building within 100 meters in front of the display setting position, and the display screen faces the window of the living building, the display is prohibited from being set at this position; when the display setting position is 150 meters ahead of the display position When there is a residential building and the display is facing the window of the living building, the brightness of the display should be appropriately lowered and set as a static display.
In addition to these, the "Guide" also detailed the setting rules of the floor LED display, wall LED display, column LED display.
Dongguan - "Dongguan City Outdoor Advertising Management Regulations"
The "Regulations" clarify that outdoor advertising facilities set up in the form of outdoor electronic display screens, in addition to the general requirements for outdoor advertising settings (such as: neatness, aesthetics, etc.), must also meet some of the unique regulations. Including, in the multi-storey building wall, the height should be reasonably controlled; the wall of the high-rise building podium should not exceed the upper edge of the main body "daughter wall" (the low wall outside the building roof); It is forbidden to set up in a place that has serious impact on the driver's driving line; in addition, it is necessary to scientifically control its brightness to avoid light pollution to the surrounding environment; the opening time should be controlled from 8:00 to 22:30 daily.
In addition, the "Regulations" are also particularly clear, if the above outdoor store display settings are violated, the city management department will order the outdoor advertising facilities set up to correct within a time limit; if the overdue is not corrected, a fine of 500 yuan to 2,000 yuan will be imposed.
Xiamen - "Administrative Measures for the Establishment of Outdoor Advertising Facilities in Xiamen Special Economic Zone"
Article 17: The expiration date of the outdoor advertising facility setting permit is up to three years, and the outdoor advertising facility setting permit of the electronic display device is valid for a maximum of five years. If the expiration date of the outdoor advertising facility setting permit expires and needs to be set up continuously, the installer shall apply to the municipal outdoor advertising facility setting authority for an extension before the expiration of 30 days before the expiration of the time limit. The municipal outdoor advertising facility setting competent department shall make a continuation before the expiration of the time limit. Decide.
Article 24 The design, construction and maintenance of outdoor advertising facilities shall comply with the technical specifications for the setting of relevant outdoor advertising facilities. If the outdoor advertising facilities use electronic display devices or other night light sources, the brightness adjustment device should be installed according to the setting technical specifications to scientifically control the brightness and use time to avoid light pollution to the surrounding environment. It is forbidden to open from 23:00 to 7:00 the next day. When major festivals or important events are approved, it can be extended after approval by the competent department of outdoor advertising facilities.
Article 25 The installer shall conduct daily inspections of outdoor advertising facilities to maintain the safety, cleanliness and integrity of outdoor advertising facilities; outdoor advertising facilities that fall off, breakage, obsolescence and potential safety hazards shall be promptly maintained or removed. If the installer fails to maintain and update the outdoor advertising facilities in time, causing personal injury or property damage, he shall be responsible according to law.
Zhuhai - "Regulations on the Management of Outdoor Advertising Facilities in Zhuhai City"
The draft clearly stipulates that outdoor advertising facilities in the form of electronic display devices are prohibited from being opened from 10 pm to 7 am the following day. Only in the case of major festivals, may be extended after approval by the licensing authority. The relevant person in charge of the Zhuhai Municipal Legal Bureau said that the number of advertising facilities in the form of electronic display devices is increasing, and there is a certain degree of light pollution. This regulation aims to reduce the impact of electronic advertising facilities on the lives of citizens.
Although, in the short term, the introduction of various regulations on outdoor advertising may affect the development of LED displays, LED displays can no longer be installed "as arbitrarily" as before. However, in the long run, this is extremely beneficial to the development of LED displays. Because of the corresponding rules and regulations, it is more conducive to the standardization and standardization of LED display, and is more conducive to the long-term development of LED display "healthy, orderly".
At the same time, take this opportunity, outdoor LED display should also take the opportunity to optimize and innovate. Whether it is the management of outdoor advertising or the scientific and digital evaluation, it is necessary to rely on big data. Only relying on big data, the outdoor advertising industry can usher in new development opportunities. With the development of LED display technology, the integration of somatosensory technology, 3D technology and AR technology for the application of somatosensory smart devices. By equipped with a camera, combined with somatosensory technology, 3D technology and AR technology, many outdoor LED display screens can quickly generate a detailed data report, and through related algorithms can help advertisers to advertise to the most suitable consumers. .
Support
Cultural support policies help LED leasing market take off again
In the past ten years, with the rapid development of China's culture, entertainment and sports industries, the LED display rental market has continued to grow and develop, creating a large number of professional leasing companies. However, as the LED display rental market has been in full swing, the country has begun to implement a frugal policy, and the budget for large-scale events represented by the Spring Festival Gala has been significantly reduced. At the same time, the reduction in business has brought a big impact on the LED display rental market. The entire rental market environment and the “frugality†policy “great stick†have always been sluggish. For a time, the domestic leasing market is no longer alive. Many screen companies have begun to switch to the overseas leasing market, but since the second half of last year, the policy has been relatively relaxed. Some restrictions on the holding of some large-scale conferences, evening parties and other programs, and even some areas will give some support, especially after the introduction of the "13th Five-Year Plan", local governments have made punches to help the development of local cultural industries.
Chengdu - "Several Opinions on Promoting the Development of China's Music Industry"
On December 1, last year, the State Administration of Press, Publication, Radio, Film and Television issued the "Several Opinions on Promoting the Development of China's Music Industry", the music industry. Recently, Chengdu also issued the "Opinions" for the music-supporting industry. The "Opinions" pointed out: support for music performances, and subsidize 50,000 yuan for each domestic tour of music products created and produced by Chengdu music companies, and subsidize 100,000 for international tours. Yuan, the cumulative subsidy for each product does not exceed 1 million yuan. Chengdu music companies introduce domestic and foreign classical music repertoires and music stars to sing, hold music performances or music festivals in Chengdu, and give appropriate subsidies, each time no more than 5 million yuan...
Zhejiang——The 13th Five-Year Plan for the Development of Zhejiang Cultural Industry
According to the website of the People's Government of Zhejiang Province, the "13th Five-Year Plan for the Development of Cultural Industry in Zhejiang Province" has been approved by the provincial government and is now being issued. Among them, "Planning" pointed out: to give full play to the advantages of rich cultural resources and active cultural market in our province, to grasp the opportunity of upgrading the consumption demand of popular culture, to vigorously develop cultural performing arts, cultural tourism and cultural sports, and to promote the development of cultural leisure and entertainment industry to a new level... ...
"Guiding Opinions on Promoting the Development of Convention and Exhibition Industry during the Twelfth Five-Year Plan"
The "Guiding Opinions on Promoting the Development of the Convention and Exhibition Industry during the Twelfth Five-Year Plan" has standardized, integrated and improved the strategic layout of key national-level government-oriented exhibitions as a whole. In February 2015, after five months of screening, 202 outstanding projects stood out from 879 participating projects and were selected as the 2014 annual support projects/units of Beijing Cultural Innovation Development Special Fund, which was supported by Beijing Special Fund. In July 2015, Shenzhen launched the fourth batch of cultural and creative industries in 2015. In 2014, Wuhan City proposed the goal of building an important national convention and exhibition center.
In addition, Hunan, Henan, Jiangxi and other places have also issued different levels of cultural assistance policies. In addition to the “real realism†to give cultural industry economic support, the policy of opening a “green light†may be more obvious for current LED display companies. valuable.
In the past few years, in order to break through the impact of the rental market, the LED rental screen market has become more and more widely used. From the stage performances, weddings, exhibitions, conferences, rehearsals and other activities, LED rental screens can be seen. . Nowadays, with the policy of the east wind, stimulated by such market demand, transparent screen, ventilated screen, floor tile screen, small-pitch screen, special-shaped screen and other products have been listed, which can meet the special application needs of various types of rental places. And the products of the mainstream leasing screen companies in the industry are gradually starting to “satisfyâ€, no matter the shape or function, they have begun to differentiate – carbon fiber display, magnesium alloy display, plastic box and other materials. Waterproof, easy to maintain, wireless connection, multi-purpose screen, direct climbing of the rental cabinet, etc.; all people feel the vibrancy of this market, LED display rental market has achieved leap-forward progress, as a "Functional products", LED rental screens can bring people a new visual feast, show the creative and cultural connotation of the event, and meet the people's spiritual needs.
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