Electronics

According to the Huacheng Import and Export Data Observation Report, not long ago, with the popularity of the Qatar World Cup, the projector market has also become hot.

During the World Cup, each projector brand was evaluated and recommended by the anchor and blogger. According to the latest report released by Meituan, three days before the World Cup, the delivery orders of projectors on the platform soared by 165%; On the first day of the competition, the turnover of JD projectors increased by 240% year on year. Projectors became one of the most popular consumer goods in Qatar during the World Cup.

In recent years, the large screen immersive experience brought by the projector and the convenience of mobile portability have been welcomed by consumers. The rapid rise of new 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 insiders, it is still in the primary stage of barbaric growth, Huacheng Import and Export Data Observation reported.

Projector with fire for World Cup

On the Double 11 Shopping Festival last month, the projector products were far more popular than ever before, and the arrival of the World Cup has added to this popularity.

Taking the Tmall platform as an example, according to the accumulated GMV (total turnover of goods), the projector brand accounted for 4 of the top 5 brands in the office culture and education industry during the whole Double 11 this year. Among them, the domestic brand nuts ranked second, with the total sales of the whole network exceeding 600 million yuan.

Many fans bought projectors to enjoy the World Cup because of their advantages such as small space, convenient use and large screen display.

The "projector craze" has also spread to overseas markets. According to the data released by the cross-border e-commerce platform AliExpress, the projector ranked first among the world's top ten hot goods of 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, Huacheng Import and Export Data Observation reported.

In recent years, the single economy, home economy and camping economy have flourished. Online education, home entertainment, outdoor ball watching, etc. are becoming popular use scenarios of projectors, bringing new growth opportunities to the industry. AVC forecasts that the soaring trend of China's intelligent projection market will remain unchanged in 2022, and the annual scale (including laser projection) will reach 7.5 million units, with an increase rate of more than 30%.

Strong competition among brands

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

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

The projector is no longer just a commercial product, but is 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 the 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 with various apps.

After ten years of development, the leading brand in the projector market has gradually formed. IDC data shows that the top five brands in China's projector market share in 2021 are: Jimi, Epson, Nuts, Fengmi and Dangbei. In March 2021, Jimi entered the science innovation board and became the "first projection"; In 2022, nut financing of 100 million yuan will be completed.

The good development prospect of the projector market has attracted many enterprises, and more and more new brands of projectors have entered the market. According to online monitoring data of Ovi Cloud, the number of projector brands exceeded 200 in the first half of this year. According to Tianyan data, there are currently more than 70,000 projector related enterprises in China, and more than 60% of them have been established within 5 years.

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

According to the analysis of some industry insiders, 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, the 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 bid farewell to wild growth

According to the observation report of the import and export data of Huacheng, despite the rapid growth of the projector market, doubts about the industry are also increasing: the maintenance price is too high, the quality is uneven, and the price is rising, but the function has not been significantly improved.

At the same time, many fake and inferior products take advantage of the opportunity to deceive consumers through false publicity, exaggerated publicity 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 official brightness, and the other four were false labels.

In the eyes of insiders, the projector industry today is still in the initial stage of barbaric growth, with head brands gradually taking shape, emerging brands constantly emerging, and overseas market share gradually increasing. "The market is decentralized, the intra industry competition is fierce, the price means become the main competitiveness, and the low-level repetitive construction of the industry is serious. In the long run, if the entire 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 dual competitiveness of innovation and economy. For all projector enterprises, on the basis of consolidating the existing share and technical advantages, making advance layout around new application scenarios will become the key factor for brands to remain invincible in the future market competition, Huacheng Import and Export Data Observation Report.