Electrical Equipment / Components & Telecoms

According to the report of Huacheng Import and Export Data Observation, the projector market has also become hot recently with the popularity of the Qatar World Cup.

During the World Cup, various projector brands were evaluated and recommended by anchors and bloggers. According to the latest report released by Meituan, three days before the opening of the World Cup, the delivery orders of projectors on the platform soared by 165%; On the first day of the game, the turnover of JD projector increased by 240% year-on-year. Projectors have become one of the most popular consumer goods during the Qatar World Cup, and Huacheng Import and Export Data Observation reported.

In recent years, the large screen immersive experience brought by the projector and the convenience of being portable have been welcomed by consumers. The rapid rise of cutting-edge brands such as Jimi, Nuts and Dangbei has brought the domestic intelligent projector market into a fast growth lane. The market is bustling, but in the eyes of industry insiders, it is still in the primary stage of barbaric growth.

World Cup fire projector

At the Double 11 Shopping Festival in 2022, the popularity of projector products is far higher than before, and the arrival of the World Cup has added a fire to this popularity.

Taking Tmall platform as an example, based on the accumulated GMV (total merchandise turnover), the projector brand accounted for 4 of the top 5 brands in the office, culture and education industry during the entire Double 11 period. Among them, the domestic brand nuts ranked the second, with the total online sales of more than 600 million yuan.

Due to the advantages of the projector such as space saving, convenient use and large screen display, many fans specially bought a projector to enjoy the World Cup.

The "projector craze" has also spread to overseas markets. According to the data released by the cross-border e-commerce platform Quicksell, the projector ranks first among the top ten global hot goods in the "Double 11" overseas this year. Especially in the Middle East, where Qatar is the host of the World Cup, the sales of domestic projectors have increased by 120% year-on-year in the past three months.

In recent years, the single economy, the housing economy and the camping economy have flourished. Online education, entertainment at home and outdoor watching ball and film are becoming popular use scenarios of projectors, bringing new growth opportunities for the industry. AVC predicts that China's intelligent projection market will remain unchanged in 2022, with the annual scale (including laser projection) reaching 7.5 million units, and the increase rate will remain above 30%.

Brand cluster and fierce competition

In the past, the projector market was mainly commercial projector equipment represented by brands such as BenQ and Epson, with factory prices of several thousand yuan, and only a single function of projection.

Around 2010, some people who have worked in the mobile communication, software engineering and projector industry for many years and have intelligent hardware technology and supply chain resources joined the projector track to start businesses. This product has gradually entered the living room and bedroom of ordinary people from business scenes such as classrooms and meeting rooms.

Projectors are no longer just commercial products, but are gradually used for daily consumption. Compared with professional international brands such as Epson, "good quality and low price" is one of the biggest advantages of domestic brands. In appearance design, it is more compact and light, easy to move and carry; The interior is equipped with an intelligent operating system, which can be used interchangeably with various apps.

After more than ten years of development, the head brand of the projector market has gradually formed. According to IDC data, the top 5 brands in China's projector market share in 2021 are: Jimi, Epson, Nuts, Fengmi and Dangbei. In March 2021, Jimi entered the science and technology innovation board and became the "first stock of projection"; In 2022, Nuts will complete billion yuan of financing.

The good development prospect of the projector market has attracted many enterprises, and more and more new projector brands have entered the market. On-line monitoring data of Ovi Cloud shows that the number of projector brands has exceeded 200 in the first half of this year. According to the data of Skyeye, at present, there are more than 70000 projector-related enterprises in China, and more than 60% of them were established within five years.

In addition, technology enterprises such as Xiaomi, Acer, Tmall and Himalaya, as well as TV manufacturers such as Hisense Video, Konka Group and Sichuan Changhong, have joined the battle for the "cake" of the projector market in recent years.

According to industry analysts, with the continuous emergence of new brands and the cross-border layout of technology giants, the current projector market is showing a competitive momentum of endless new products and accelerated brand layout. In the increasingly fierce competition, various projector brands are also rapidly iterating technology, constantly improving the technical level of key indicators such as resolution and brightness, and moving towards a more intelligent, convenient and better looking direction.

How to say goodbye to barbaric growth

Although the size of the projector market has maintained a rapid growth, the doubts about this industry are also increasing: the maintenance price is too high, the quality is uneven, and the function of the rising price has not significantly improved.

At the same time, many fake and inferior products take advantage of the opportunity to deceive consumers through false propaganda, exaggerated propaganda and other means, making the market chaotic. Previously, a blogger on a video website measured the brightness of five popular projectors on the market, and found that only one of them reached the officially announced brightness, while the other four were false targets.

In the view of industry insiders, today's projector industry is still in the initial stage of barbaric growth, with head brands gradually forming, emerging brands emerging and overseas market share gradually increasing. "The market is fragmented, the industry is highly competitive, the price means become the main competitiveness, and the problem of low-level repetitive construction in the industry is serious. In the long run, if the whole industry wants to achieve healthy development, these problems must be solved."

It can be said that the domestic projector industry has formed a relatively complete industrial chain from light source, lens to complete machine, and has the dual competitiveness of innovation and economy. For each projector enterprise, on the basis of consolidating the existing share and technical advantages, making a good layout in advance around the new application scenario will become the key factor for the brand to remain invincible in the future market competition. Huacheng Import and Export Data Observation Report.