Micro investment industry enters "fast track"
Dong min, vice-president of aowei cloud, told China electronics news that both sales and sales of micro investment have doubled compared with the same period last year, which is enough to show that the development of the industry has entered a "fast lane".
The "upper position" of micro investment is by no means accidental. According to the analysis of the consumer market of aowei cloud net, it has become a trend for consumers to choose larger screens, and micro-investment seems to be more able to meet this demand. As we have learned, the biggest dimension that current phase TV can popularize is 55-75 inches, and the biggest screen that intelligent micro throws can achieve 100 inches, can bring stronger sense of presence and visual satisfaction to the audience.
In addition, the usage scenarios of micro investment are more flexible. Chen xiaofeng, director of nutty laser TV products, said that the size of the projection screen is not limited by the space of the house, the screen can be customized according to the space of the house, the projection distance, sometimes just a white wall is enough. In recent years, short-focus projections have also appeared on the market, which can produce 300-inch images at very short distances, with a higher degree of adjustment. Plus, micro investment itself small and light volume, convenient to move and install, especially by the rental of the favor of gens.
In terms of price, the price of micro cast is significantly lower than the color TV of the same size. Take nutty micro-investment products as an example. Due to the configuration of brightness and resolution, the price range of micro-investment products is mainly from 2000 to 6000 yuan, with the average price around 3000 yuan. The expert inside course of study expresses, the TV on market screen size and intelligent miniature projection screen are close (100 inches of above) the price wants to force hundreds of thousands of yuan.
Intelligent projection still has obvious shortcomings
In this way, micro projection is indeed a "potential stock", but the product quality and technology itself is difficult to compete with TV, this is mainly due to the product in the use of cost, quality, imaging effects and other aspects of the use of feeling problems.
Above all, look from use cost, small cast appears not quite "save worry". Although the life of the miniature projection can be equal to that of the TV in theory, with an average of about 10 years, the life of the projection light source varies greatly: the life of the LED light source can reach up to 30,000 hours, basically achieving a long life without maintenance. But the life of bulb illuminant has 1000-3500 hours only, want to assure good view film effect, need to change regularly. In any case, regular inspection, cleaning, dust prevention and other maintenance work should be done while using the micro projection to ensure that the product runs in a good working environment with good ventilation and heat dissipation and to develop standard operation habits. As a result, the cost of some micro-investment products is significantly higher than that of TV.
Secondly, some micro - investment products have the problem of thermal defocusing. Dong min said that some consumers reported that after watching for a period of time, the micro cast will appear varying degrees of unclear and out of focus and other phenomena. This is because when micro-projection produces light source, it needs a large amount of heat dissipation. After using for a period of time, internal components such as lens and lens barrel will produce "thermal expansion and cold contraction" because the temperature of the optical machine and the external environment temperature do not reach the thermal balance, resulting in slight deviation. As a result, the originally clear picture will be blurred due to the deviation of focal length.
Finally, the picture quality of micro cast still has a certain gap with color TV. In terms of brightness, the reporter learned that although recent micro-projection products have made further breakthroughs in lumen, but the projection in the resistance to ambient light interference this point still needs to be improved. In terms of resolution, FHD screen (full hd) in micro investment market has just been popularized. Only a few products can truly achieve 4K display effect, and most products are still developing towards 4K.
Specific terms, the hardware of intelligent mini projector part mainly by the projection of the front-end processing chip, after a few most of the light source and light machine, the part of the light source and light machine in the directly determine the brightness and clarity of the product, difficult to break through optical type belongs to the technical difficulties, the bottleneck of most micro cast products are currently in development. In terms of brightness, he long, deputy general manager of changhong laser display technology co., LTD., believes that "it is difficult to achieve a large increase in brightness at the same time with the advantage of small size." In addition, according to Chen xiaofeng, China's micro-investment enterprises are still difficult to break through and develop more efficient optical path design lens technology. In terms of clarity, it is more affected by the projection optical machine chip.
It is known that China's micro-investment industry is still weak in the ability of independent research and development of chips, whether it is LCD chip technology route, or DLP chip technology route, optical chip design and manufacturing is almost monopolized by foreign companies. Japan is the base camp of LCD, while Texas instruments of the United States is the only company in the world that can provide DMD chip. Any projector product using DLP technology needs to purchase DMD chip from Texas instruments.
Can intelligent projection squeeze into the color TV market?
From the two years of considerable sales and sales growth, micro investment as a home appliance market "young" products full of staying power. With more and more post-90s and post-00s consumers stepping onto the historical stage, the trend of younger consumers in the electronic product market is inevitable. Such young consumers are extremely curious about emerging categories and more inclined to try new products. The huge potential of the industry has attracted many brands to join. Since 2017, a large number of home appliance enterprises and Internet enterprises have entered the market one after another. Micro-investment in the home appliance market has been put on the right track, and sustained attention and rapid development have been achieved.
But in fact, the market penetration rate of micro investment is still at a low level. According to public data, at present, micro investment is a market of one or two million, while TV is a market of 40 million. The volume of micro investment is only one-twentieth of that of TV.
Sales in the micro investment market will continue to grow in 2019, but at a slower pace than in 2018, with 4.15 million units expected to be sold, dong said. In fact, the strength of the micro investment industry is still very weak, is still in the initial stage of development, unable to snap up TV technology such as mature home appliances too much market share. The micro investment market below 1000 yuan is even more appeared to be irregular, lax supervision, micro investment products mixed. Reporters learned in the interview, many micro investment enterprises in recent years after the product technology and market competition lost, simply "disappeared".
He Long think micro projection makes it difficult to replace television in fact, the family as entertainment centers, also is the main application field for color TV sets, and micro cast to the business field, enter the "living room", only a few years in the life level and technology level can't achieve true power levels, that is the plight of the micro vote now. The strong advantage of color TV in picture quality can naturally bring better viewing and entertainment experience, and its position in the market is hard to shake.
In the color TV market continues to downturn, the emergence of micro-investment products to consumers more choices. At present, micro-investment just serves as the "supplement" of young people's home entertainment, and it is still a long way from replacing traditional TV products. Chen xiaofeng believes that to stand out, micro investment products need to avoid product convergence and maintain innovation on the basis of deepening technical investment in 4K products, so as to establish the comprehensive competitiveness of micro investment.
