As a newbie in the industry, do you often worry about the LED advertising screens all over the street - the business seems to be booming, but you don't even know where to get the order? Last year, a young man born in 1995 came to me for consultation. With a start-up capital of 200,000 yuan, he didn’t open the business for half a year. Later, he changed his mind and specialized in community convenience store menu screens. Now the monthly profit is stable at 80,000+. Today we will talk from the bottom of our hearts about how newbies can break into this industry.

​​The first step: first figure out which businesses are not allowed to touch​​
To be honest, the outdoor large-screen projects all over the street have long been divided up by veteran players. Last year, a third-tier city invited bids for 50 bus stop screens. Five of the seven bidding companies were old factories with more than ten years of experience. If novices want to break through, they must keep an eye on these three types of "potential stocks":

• ​​community business​ ​: Milk tea shop electronic menu, gym course schedule screen
• ​​Small and micro store upgrade​ ​: Barber shop price list, restaurant bright kitchen and bright stove screen
• ​​Event flash demand​ ​: Temporary exhibitions in shopping malls and holidays, wedding stage rental

There is a counter-intuitive truth: the profit from making 10 small screens worth 10,000 yuan is often more than 1 large screen worth 1 million yuan. Last month, I helped renovate the menu screens of 6 chain convenience stores. The cost per store was 12,000, and the overall profit was 30% more than installing a large screen in a shopping mall.

​​The key to product selection​​
Don’t panic when you look at the densely packed models in the product brochure, focus on these three sets of parameters:

1. Brightness selection dual mode (800-1200 indoors, 4000+ outdoor)
2. The refresh rate must be ≥1920Hz (otherwise the video will be full of water ripples)
3. The protection level is divided into water and land (IP65 is the life-saving talisman of outdoor screens)

A lesson learned from last year’s failure: I installed a screen in a beachside restaurant. I used an ordinary indoor screen cheaply, but color patches appeared in three months. Later I learned that I need to use a model with anti-salt spray treatment. This taught me——​ ​Never believe in "universal" propaganda, scene-based customization is the way to go.​​。

​​It’s better to find customers than to keep them​​
The most common mistake for newbies is to cast the net everywhere. A friend of mine printed 5,000 flyers and distributed them all over the building materials market, but only 2 sales were made. Later, I changed my strategy to focus on beauty shops and did three things:

1. Free trial installation of electronic price list for beauty salon
2. Organize nail salon owners to visit model stores
3. Launched the "Teardown if dissatisfied within three months" service

This move allowed him to sign 17 stores in three months, with a repurchase rate of 43%. Remember this data: the success rate of small and micro customer referrals is 6 times that of cold calls. If you maintain 30 core customers, you will have no worries about food and clothing.

​​Fatal question: Who took all the profits? ​ ​
This is also the question I get asked the most. Let’s talk about a real ledger: A certain Internet celebrity restaurant wants to install a 10㎡ transparent window screen, and the total quotation is 150,000. Take it apart and look at the cost:

• The cost of the screen is RMB 72,000 (including special treatment for 86% light transmittance)
• Installation bracket 18,000 (reinforced load-bearing type is required)
• RMB 15,000 for content production (dynamic menu + event template)
• Three-year maintenance of RMB 25,000 (including 6 door-to-door cleanings)
• My profit is only 20,000 yuan

Do you see the way through? Simply selling hardware means working for logistics, and you have to learn to package and sell services. Now my quotation must include three things: installation and commissioning, operation training, and annual content update services.

The editor’s experience of blood and tears over the years:​ ​This industry is essentially a service industry. It’s a matter of who can answer the after-sales phone calls faster?​ ​. Two days ago, a customer called at 2 a.m. and said the screen was flickering. The engineer on duty gave video guidance and restarted the control card, which solved the problem. The next time you encounter a customer bargaining, just slap the promise of 24-hour response on the table, which is ten times more effective than lowering the price. If you have better tips for attracting customers, you are welcome to come to the comment area to share your ideas, and you may be able to come up with new business opportunities.

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