Do you find it particularly eye-catching when you see those cool advertising screens in shopping malls? Now store owners are thinking about how to use this high-tech equipment to attract more customers. But when it comes time to buy, the problem arises - there are so many products on the market, the parameters are dizzying, and the prices range from a few thousand to hundreds of thousands. Today we will break it up and talk about how newbies can choose reliable shopping mall advertising screens.

A few days ago, an owner of a chain store complained to me, saying that in their newly opened store in a shopping mall, the advertising screen started to "get angry" after less than half a year of use: the screen became dark and the colors were distorted. The most terrible thing was that the maintenance technician could not find the root cause of the problem. In fact, this situation is very common. Many merchants patronize price comparisons, but ignore the most fundamental way to choose and buy.

​​Remember three key numbers first: brightness, refresh rate, and protection level​ ​. Take the brightness as an example. The range of 800-1200cd/m² is most suitable for indoor screens. It is too bright and dazzling, and it is too dark to see clearly. Outdoor screens have to go above 4000cd/m², after all, they have to withstand the interference of sunlight. You may be curious, are those screens that claim to automatically adjust brightness more advanced? Indeed, some manufacturers now develop intelligent light-sensing systems that can adjust in real time according to ambient lighting, saving power and protecting your eyes.

When it comes to protective performance, IP65 should be the focus. Especially in shopping mall basements or coastal areas, moisture and dust protection are very important. Last year during the typhoon season, more than 20 advertising screens in the underground food court of a shopping mall in a coastal city were flooded because the protection level was not up to standard. Nowadays, some high-end products even have IP68 rating and can survive being soaked in water for half an hour. This type of product is especially suitable for special environments.

There is a recent set of interesting data: 67% of shopping mall advertising screen failure cases in 2023 will occur during the installation process. This brings up an important question——​ ​When buying a screen, do you need to include installation?​ ​? It is recommended that you focus on these two points:

1. Does the manufacturer provide structural load-bearing calculations?
2. Is there any anti-glare treatment solution?
   For example, if the load-bearing structure of a large hanging screen in a shopping mall atrium is not calculated accurately, there will be safety hazards. There are also transparent screens installed in glass curtain walls, which must not only ensure a transmittance of more than 86%, but also avoid reflection when exposed to direct sunlight, which tests the actual experience of the manufacturers.

You may ask: With such a large flow of people in the mall, will it cost a lot of money to leave the screen on all day? Here it depends on power management technology. The current top energy-saving students in the industry can achieve standby power consumption of less than 1 kilowatt hour per day, which is almost the same as the power consumption of a household refrigerator. If the lights in the mall are turned off in the middle of the night, it can automatically switch to a low-power mode. These detailed designs are particularly important.

When it comes to purchasing channels, there are currently three main ways:

• Contact the manufacturer directly for customization (suitable for large projects)
• Purchase through an engineering contractor (save worry but there may be intermediary fees)
• E-commerce platform ready stock (suitable for small area needs)
  Important reminder: Don’t be fooled by the gimmick of “free design”. A truly professional solution must include hard-core services such as field measurement, sight distance calculation, and content adaptation. A chain drugstore previously installed a vertical screen at the entrance to the elevator. As a result, because the optimal viewing distance was not calculated, customers had to tilt their necks to see clearly, which was very embarrassing.

Finally, let’s talk about a real case: a Southeast Asian shopping mall replaced a batch of new screens last year, but something went wrong on the day of opening—the colors displayed on different screens were inconsistent. Later it was found out that different batches of lamp beads were used. This lesson tells us that​ ​The same project must ensure that the entire screen is produced in the same batch​ ​. Nowadays, reliable manufacturers have full-process quality inspection systems. From raw materials to finished products, they have to go through 28 inspection processes, and even the seismic performance of the packaging boxes must be tested.

Editor's opinion: When buying a shopping mall advertising screen, don't think "it's almost enough". Find a manufacturer that has both R&D capabilities and can provide 24/7 technical support, and conduct an on-site inspection of their production workshop to see if they have hardware equipment such as automated placement machines and aging test rooms. After all, once this thing is installed, it will last at least three to five years. Quality and after-sales service are the real hidden costs.

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