In the new normal of the economy, although the growth rate of the advertising machine market is lower than the expected at the beginning of the year, it still reaches a growth rate of 13.1%, and there is a clear trend of increasing demand in industries such as commercial retail and smart transportation.

The annual GDP growth rate was 6.7%, The growth rate in Q4 reached 6.8%, marking the first upward curve. The new normal characteristics of China's economic development are more obvious, with the economic trend gradually stabilizing and steadily improving. In the new normal of the economy, although the growth rate of the advertising machine market is lower than the expected at the beginning of the year, it still reaches a growth rate of 13.1%, and there is a clear trend of increasing demand in industries such as commercial retail and smart transportation.

Inventory 1: The overall scale reached 869000 units, with a growth rate lower than expected

In 2016, the overall market size of domestic advertising machines reached 869000 units, a year-on-year increase of 13.1%, lower than the predicted year-on-year growth rate of 17.1% at the beginning of the year. Among them, due to the decrease in demand in the media industry, the driving force of smart city construction has not yet been demonstrated in the indoor market, with a growth rate of only 13.5%, which is also lower than the expectations at the beginning of the year; The outdoor market is mainly project-based, and the market size is affected by projects, with significant fluctuations. Moreover, the price increase of panels this year is also one of the important reasons affecting the outdoor growth rate.

Inventory 2: Significant growth in the 40-59 size range, with product applications shifting towards medium to large sizes

With the increasing demand for visual experience, large screens are becoming more and more popular. From small phone screens to large TV screens, everyone pursues large screens. The advertising machine market is no exception. Looking at the changes in size structure in recent years, the market share of medium and large-sized machines has gradually increased and is showing a continuous growth trend.

In the indoor market in 2016, 30-59 inches were still the mainstream size, accounting for over 70% of the total. The growth of 40-59 inches was significant, accounting for over 50% of the total, with a year-on-year increase of 11 percentage points in market share, mainly due to an increase in customer demand for 43/55 inches. At present, there is a clear trend towards large-sized products in the indoor market, with a significant decrease in the share of small-sized products below 30 inches.

In the outdoor market, 40-79 inches are the mainstream, accounting for over 83% in total. Among them, the growth of 50-59 inches is significant, and the market share has increased by more than 8 percentage points year-on-year. Outdoor products have a trend of developing towards medium to large sizes.

Inventory three: Media and commercial retail are still mainstream industries, while indoor commercial retail and outdoor transportation industries have seen significant growth

In the indoor market, media, commercial retail and other industries are still the main sub sectors. In the commercial retail industry, with the increasing demand for advertising machine products in chain retail and rural Taobao projects, sales have increased significantly, with a share increase of nearly 10 percentage points; The media industry has declined by nearly 5 percentage points.

In the outdoor market, transportation, commercial real estate and other industries are the main sub sectors. With the construction of smart cities (smart transportation, smart communities) on the agenda, the demand for outdoor advertising machines in smart transportation and smart community projects has increased, and the share of the transportation industry and communities has also increased; The transportation industry has seen significant growth, with an increase of over 11 percentage points, and the community industry has also seen an increase of 4.4%.