[Shanghai, December 6, 2025] Driven by the “dual carbon” strategy and the digital economy, China’s LCD advertising machine industry is entering a new round of prosperous cycle. The latest report “2025-2031 China LCD Advertising Machine Industry Chain Panorama Research and Market Trend Forecast Report” released by Co-Research Network shows that the domestic market size exceeded 18 billion yuan in 2024. It is expected to continue to expand at a compound annual growth rate of 14.7% over the next six years, reaching 48 billion yuan in 2031. Among them, the combined proportion of the East China and South China regions exceeds 55%, becoming the main engine driving the national increment.
“Industrial chain collaboration is the biggest highlight of this round of growth.” ” Wang Fan, the report’s author and chief analyst at Co-Research Consulting, pointed out that the domestic production rate of upstream panels has risen from 62% in 2019 to 81% in 2024. Domestic giants such as BOE and TCL CSOT have seen their global share of 55-inch and above large-sized panel shipments exceed 50% for three consecutive years, directly driving down the cost of midstream complete machines by 12% to 15%. Leave more room for innovation for downstream channel partners.
The rapid expansion of terminal scenarios is also refreshing the industry ceiling. In the past, LCD advertising machines mainly focused on “traditional three highs” scenarios such as supermarkets, buildings, and subways (high foot traffic, high dwell time, and high conversion rate), but this year, “sinking + outdoor” has become a new keyword. The 42-inch 2000 cd/m² ultra-bright outdoor all-in-one machine launched by Xunbao Juneng has achieved stable operation at -30℃ in Naqu Town, Xizang at an altitude of 4,500 meters, providing real-time navigation and emergency information release for the polar tourism loop. The first batch of 200 devices have covered the area from the Everest Base Camp to the Guge Kingdom, reaching an average of 32,000 tourists per day.
On the software ecosystem side, “openness + cloudification” has become the main theme. Based on the “Open Advertising Machine” platform deeply customized for Android by Star Network, the SDK interface has been expanded to over 200, enabling partners to complete the entire process from template invocation to program placement within 30 minutes. Currently, it has attracted over 3,100 small and medium-sized content developers across the country to settle in, generating a total of 180,000 sets of localized templates, and helping to reduce the average customer acquisition cost per store by 27%.
At the policy level, the “Guiding Opinions on Promoting the Urban Commercial Enhancement Action” issued by the Ministry of Commerce and eight other departments in July 2025 for the first time included “digital signage” in the basic supporting facilities of smart business districts, explicitly encouraging operators to load functions such as consumption voucher distribution, credit business district evaluation, and emergency broadcasting through LCD advertising machines. The first batch of 20 pilot blocks, including Shenzhen Futian CBD, Chengdu Chunxi Road and Wuhan Optics Valley, have reserved 5G+ Beidou positioning modules in the newly installed equipment, providing hardware redundancy for subsequent precise push and heat analysis of passenger flow.
Industry observers caution that behind the rapid expansion, there are also hidden concerns: First, if panel prices experience a sharp increase similar to that in Q2-Q4 of 2021, it will once again squeeze the profits of complete machines. Secondly, as the costs of alternative technologies such as LED direct display and electronic paper decline, the indoor small and medium-sized market may face “technology diversion”. In response, leading manufacturers have already made early preparations. TCL New Technology’s “high refresh rate energy-saving panel” production line, which has invested 3 billion yuan in Huizhou, is expected to enter mass production in Q2 2026. Its power consumption will be 20% lower than that of conventional products, and the backlight life can be extended by 30%. This is regarded as a key measure to hedge against fluctuations and lock in mid-to-high-end orders.
Looking ahead to 2031, the report suggests that China’s LCD advertising machines will form a new pattern of “three 50%” : over 50% of sales will come from outdoor and semi-outdoor scenarios, over 50% of revenue will be contributed by software and content services, and over 50% of components will be replaced by domestic products. At that time, the industry will no longer merely “sell screens”, but will output “integrated software and hardware, cloud-edge collaboration” digital city infrastructure, truly completing the leap from “display” to “intelligent display”.
Written by Wendy Peng
