A display structure. The display structure has a substrate, a panel, a lamp disposed on the panel, a lead wire connected to the lamp, and an intermediate disposed between the lead wire and the substrate. The substrate has a first sliding portion and a first positioning portion. The intermediate has a clamping portion, a second sliding portion and a second positioning portion. When the lead wire is placed in the clamping portion, the intermediate is moved to an engaging position on the substrate by sliding the second sliding portion on the first sliding portion. Thus, the second positioning portion is engaged to the first positioning portion, and the intermediate is elastically deformed so that the lead wire is wedged by the clamping portion.