At present, the domestic epidemic has entered a relatively stable state and its impact is gradually decreasing, but the global situation is still severe. Looking back at the epidemic that has lasted for several months, it has not only brought many impacts on people's living consumption, but also dealt a huge blow to the subsequent production capacity of various industries.
As same reason, people more time at home, GfK research shows that the outbreak period, consumers online entertainment sharp growth, especially in terms of games, online video, also in the film and TV demand projection, in February 2020 a double-digit year-on-year growth in to remove the impact of the epidemic, projection market scale in recent years also continues to grow.
Back in 2019
The online retail monitoring data of GfK projector shows that the projected sales volume on the online market reached 3.85 million units in 2019, with a sales volume of 7.5 billion yuan. The market size is still growing, the promotion node has a greater impact on sales.
The projection market can grow rapidly in just a few years, and the home market represented by intelligent projection is undoubtedly the main force. At the technical level, the upgrading of LED light source and product intelligence makes the use of home projection easier and the user experience has been greatly improved. At the content level, the rapid popularization and continuous upgrading of high-quality content sources stimulate the auditioning market to dabble in more diverse fields, and people's requirements and demands for auditioning experience are also continuously improving. At the market level, the post-80s, 90s and 00s gradually become the main consumer groups, and the family consumption concept is more avant-garde, and they are more active in trying high-tech products. At the same time, the projection product price positioning of household consumption is more close to the people, a number of factors jointly promote the continuous growth of the online projection market.
Projector, as an audio-visual product, brightness and resolution are the two most core parameters. Resolution determines whether the details of the picture can be analyzed, that is, the clarity of the picture, while brightness determines whether the details of these pixels can be presented, that is, visibility.
From the perspective of products, the higher the two indicators, the better. However, most electronic consumer goods are relatively complex in technology, and consumers can only judge the function of products by various parameters marked in the propaganda. At present, the brightness standard on the market is not uniform (such as ANSI lumen, ISO lumen, light source brightness and other different terms), some businesses tend to use higher values in the propaganda, so it is difficult for consumers to judge the actual brightness and display effect of the product only by the size of the number. In addition, the actual effect of resolution also needs to consider factors other than the chip and other numerical values. Taking 1080P intelligent projection as an example, there is the difference between the algorithm enhancement and the actual physical pixels (the chip is 0.33 'DMD or 0.47' DMD).
However, from the actual market sales results, and the product perspective is far from.
Low - price products with price advantage to grab market dividends
The online market is dominated by products under 2,500 yuan. By December 2019, there are 194 brands monitored by GfK, including 142 brands with an average price of less than 2,000 yuan and 152 brands with an average price of less than 2,500 yuan.
Product configuration is uneven, low lumen products for the mainstream
In terms of resolution, the proportion of products that did not reach FHD reached 55%; In terms of brightness, the products below 1000ANSI lumen accounted for 43% of the market, and 26% of the projections were not marked with lumen, which to some extent affected the user's experience and impression of the projection products.
In terms of family viewing experience, the main feature of projection is the large screen, and the basic technical requirements of the large screen are reflected in the high brightness. It is not too much to say that buying projection is buying brightness, so enhancing brightness is one of the important directions for the development of technology upgrading.
The current home projection, supported by a variety of algorithms and the assistance of intelligent systems, with the concept of "no screen TV" breakthrough, most consumers still hold a curiosity mentality to experience projection products. But in the coming tide of 5G, high-quality content will be more popular, LCD screen and laser TV picture performance is better. On the other hand, the online market is dominated by LED projection. Due to the lack of innovation in this field for many years and the poor brightness performance, the overall configuration of projection products still needs more upgrades.
To sum up, the current online projection market is developing rapidly based on the growth of the family market. However, under the appearance of rapid growth, we can see that the performance of product parameters is not so satisfactory. There are a lot of low-configuration products in the market, which attract customers with marketing promotion and relatively low price. In contrast, the upstream manufacturers released a new plan, will promote the emergence of more highlighted products, the head brand is also actively promoting the industry. If, in accordance with the expected direction, the brightness of the LED projection will produce across phase of ascension, it is important to will gradually with the traditional mercury lamp and laser light projection with overlap, then the LED projection of intelligence, the advantages of convenience, economy will, believe in the coming year, projection industry many products on the change happens.
In 2020, due to the accidental factors of the new epidemic, the industry itself is undergoing profound changes, and the quality competition of consumer projection products will be the focus in the future.
