In the first half of this year, China's projection market showed the following characteristics:
1. The volume and amount rise together, which is greatly affected by promotional activities
The growth of market size is greatly influenced by promotion. On a weekly basis, sales increased significantly during the Tmall hypermarket day and the New Year goods festival in January. During the Spring Festival, as many small and medium-sized offline merchants close their doors, purchasing New Year goods through e-commerce platforms is becoming more and more popular. With the increasingly prominent consumption power of women, the female consumption market has become the focus of the industry in the competition of the Internet market, and "queen's day" has become an important e-commerce node to dig gold in the female market. 618 is the most important promotion node in the first half of the year. According to online monitoring data of AVC, during the period of 2019 618 (19w22-19w25), the sales volume of China's intelligent projection market was 302,000, up 87% year-on-year, and the sales volume was 700 million yuan, up 106% year-on-year. Of these, 618 sold more than 100,000 units in the same week.
2. Leading brands consolidate their positions and emerging brands rise
According to the online monitoring data of AVC, in the first half of 2019, polar rice and nut remained the top two brands. As pioneers in the intelligent projection industry, polar and nut have been playing a leading role. After teaming up with baidu and ali respectively, the company has further consolidated its leading position in product design, emerging technologies, channel layout, service system and other aspects of intensive farming.
Rookie brand began to rise, Tmall magic screen, millet, when the bay, big eye orange and other brand performance bright eyes. Tmall magic screen with high and low end complete product layout, inherent channel advantage, and great promotion when spare no effort to reduce the price range, the first half of the sales increase. Although xiaomi has a relatively early layout of intelligent hardware, it only entered the intelligent projection market in May 2018. In 2019, it launched the youth version of mijia projector, which is smaller and more cost-effective, and its share has increased. As a domestic intelligent large screen software industry company, this year also set its sights on the field of intelligent projection, has released three products, with high cost performance, the market performance is good. As the video and audio equipment supplier of alibaba, tencent and netease, big eye orange has made a strong breakthrough, and its product sequence, online and offline channels have been constantly improved.
3. Product upgrade, brightness improvement and popularity of resolution FHD
Brightness index is one of the key indicators to measure the performance of the projector, and the brightness will determine the consumers' viewing experience. Due to weight, volume, cost and other factors, the intelligent projection market is dominated by low lumens. According to online monitoring data of AVC, in the first half of 2019, the market share of brightness segment below 500 lumens was 58.2%, down 3.0 percentage points. 500-1000 lumens saw the fastest growth, growing by 3.3 percentage points to reach 21.6% of the market, mainly due to increased sales of the lumens segment of brands such as kimi, nuts, millet and bigeye orange. The share of high-brightness segment over 2000 lumens increased slightly, mainly for ultra-high pressure mercury lamp products, such as business projection of nut, traditional projection manufacturers benji, altoma household products sales increased.
With the price of 1080P products falling to 3,288 yuan in the first half of 2019, the kingpin resolution of intelligent projection market has completed the transformation from WXGA to FHD. According to online monitoring data from AVC, WXGA's market share fell to 21.6% in the first half of 2019 from 46.7% in the same period of 2018, while FHD's sales reached 35.4%, up 13.5 percentage points from the first half of 2018. In the first half of 2019, 4K products increased, and the permeability of 4K UHD was 0.9%.
4. Speech recognition is widely used and new technologies keep emerging
Artificial intelligence research out of the laboratory, began to large-scale commercial application. In order to reflect the difference of products, more and more enterprises begin to use the speech recognition function on the projector. According to online monitoring data from AVC, in the first half of 2019, 47.8% of intelligent projection products supported speech recognition, an increase of 22.3 percentage points over last year. In the second quarter, the share of voice recognition sales exceeded 50 percent for the first time, reaching 55.5 percent.
New technologies continue to emerge, adding more color to the market. Automatic focusing solves the problem that the projection product needs to be manually adjusted frequently after heat loss. Touch projection mainly focuses on human-computer interaction, which can make any plane avatar interactive touch interface. The automatic trapezoid is used to correct the projected image in the moving range through multi-dimensional positioning and intelligent zooming technology, so that the projection is no longer restricted by Angle inclination.
5. Expand application scenarios and rise of market segments
In the past two years, the intelligent projection market has shown a trend of rapid growth, attracting more and more participants. In order to obtain more market space, enterprises began to explore the use of scenes outside the living room.
The intelligent trend of business projection continues to rise, and enterprises including kimi, nuts, nails, myths, etc. begin to lay out business market. According to data from relevant research institutions, China's children's consumption market has reached nearly 4.5 trillion yuan, among which the scale of children's entertainment consumption market has exceeded 460 billion yuan. Projectors specially designed for children appear in the projection market, mainly featuring low blue light, large screen and abundant early education resources to attract parents' attention. The online karaoke market is surging. Data show that the overall scale of online music pan-entertainment market in China reached 33 billion yuan in 2017 and is expected to grow to 215.2 billion yuan in 2023. As The Times require, the karaoke projector is equipped with professional microphone and audio, exclusive karaoke interface, adding consumers' entertainment mode.
In 2019, China's intelligent projection market will reach 3.68 million
In terms of industry development, with the development of IoT, the Internet of everything has become a trend, and intelligent projection is integrating into the IoT ecosystem. Expand home entertainment function, create intelligent home ecology, from a single video broadcast to one of the carrier of home intelligent terminal, will greatly improve the vitality of intelligent projection.
From the perspective of industrial chain, the industrial chain of intelligent projection has been very mature. The application of new technology will promote the further reduction of cost, thus driving down the price of terminal products.
From the enterprise side, in the state of macro environment, more cross-boundary brands will enter the intelligent projection market. The proliferation of brands has increased competition, but also brought consumers a differentiated product.
From the perspective of consumer cognition, consumers are moving towards maturity and rationalization, and the demand for TV is gradually weakened, and the ownership value of intelligent projection becomes higher. At the same time, as small size can not meet People's Daily needs, large screen wide vision, immersive enjoyment, and realistic audio-visual fun become more consumers' pursuit.
Therefore, AVC forecasts that the intelligent projection market will sell 3.678 million units in 2019, up 40.8% year on year. The sales volume reached 8.46 billion yuan, up 42.2% year-on-year.
