With the end of the November holiday, the 2020 education market peak season has basically come to an end. Judging from the market situation in the third quarter, smart blackboards have maintained a very strong growth. According to the preliminary statistics of DISCIEN, the TOP3 brands in the blackboard market will be shipped in the third quarter of 2020. The volume exceeds 70,000. The overall smart blackboard shipments in the third quarter are estimated to be more than 100,000. The single-quarter shipments almost reach the level of the whole year of 2019, and such a huge increase occurred under the very tight market for 86-inch panels. . Why is the blackboard market developing so rapidly, and in which direction will it develop in the future?"
The reason for the rapid development
Substantial cost reduction
First of all, from the perspective of the BOM cost of a set of smart blackboard (only the cost of the middle screen of the smart blackboard), the three major cost components of the smart blackboard are mainly OC, touch module (G-Sensor), and fitting cost. """
From the OC side, 90% of the smart blackboards are 86-inch. The price of 86-inch panels has dropped from around US$400 at the beginning of the year. Then in the middle of the year, market supply and demand are tight, and prices have risen sharply. Generally speaking, 86-inch panels in the third quarter of this year OC prices are slightly lower than the same period last year.
"From the perspective of touch prices, the prices of both printed copper and nano-silver films have been declining rapidly in the past year. Take nano-silver films (excluding circuit boards) as an example. In the third quarter of 2019, 86-inch pure nanometers The price of silver film is still around 2,000 yuan, and the price has fallen to around 1200 yuan in the third quarter of 2020, and the price has fallen by about 40%.
At the same time, new technological changes are constantly appearing in the market. After Seewo launched the infrared double-sided blackboard in the second quarter of this year, one of the major benefits brought by the application of infrared touch technology to the smart blackboard is that the cost is further reduced, and the touch of capacitive touch technology Compared with the control module, the cost of the bilateral infrared blackboard touch module can be reduced by more than 50%.
Looking at the full-fitting price again, the full-fitting price in the third quarter of 2019 is about 1,200 yuan, but at this stage the full-fitting price has dropped to about 900 yuan, and the yield rate has also increased to 98%. The rise has further reduced the cost of smart blackboards."
"Good applicability of the product
Another reason for the quantity of blackboards is the applicability of their own products. The height of 86 inches over 1M just meets the national standards for blackboards. At the same time, the flat integrated design is better than educational tablets. You don't need to push or pull the blackboard when you use it. The blackboard and the display can be switched freely And other features make the smart blackboard have a better experience.
Downstream costs shift to the terminal
While the upstream cost has dropped significantly, coupled with the good applicability of the product itself, it has attracted a large number of brands to enter the smart blackboard market. The market competition has become more intense, which makes the cost of the upstream drop to quickly transfer to the terminal market. According to the data of DISCIEN, Throughout the first half of 2020, smart blackboard shipments increased by 80% year-on-year, but sales only increased by 27%."
"Follow-up development direction
Regrets of 2020 Wisdom Blackboard
The rapid growth of Wisdom Blackboard in the third quarter of 2020 is actually a little regrettable. The main regret is the insufficient supply of 86-inch OC. In general, the supply of 86-inch panels will increase in 2021. Coupled with the idea that panel prices are moving towards a large cycle, the supply and demand situation of 86-inch panels in 2021 is likely to be better than in 2020.
Further changes in technology
In terms of infrared blackboards, after the launch of the bilateral infrared blackboards by Hushida in 2020, it is expected that the technical route will continue to deepen, and the follow-up will develop in the direction of improving touch accuracy, enhancing teachers' writing experience, and enriching the overall functions of the overall blackboard.
In terms of capacitive blackboards, what is worth paying attention to in 2021 will be the challenge of ITO touch film technology to the existing external capacitive touch technology. After solving the low impedance problem, the ITO touch film has expanded the production size to 86 inches. After the gradual localization of IM (IM anti-shadow film) among the ITO touch films, the overall cost of the ITO touch films has gradually decreased, and the current price has created a greater challenge for nano silver touch films.
ITO touch film structure
In touch blackboards, the market will usher in 86-inch on cell products in the third quarter of next year. In cell is also continuously improving yields and actively developing cost-reducing solutions. In touch technology will also enter the blackboard market in 2021.