The development of the projector industry in 2021 is highly unbalanced, such as the sharp contraction of the business education market and the high growth of the home market, forming a sharp contrast - in such a pattern, the ability of companies focusing on different brands to "do things" will also be very different.
Therefore, after the development of 2021, the market position of different brands in the domestic projection circle has been further adjusted, the strength of the camp has changed significantly, and the industry pattern has gradually entered the "new atmosphere" stage. In particular, the rise of local innovative brands and home brands is building a series of "peaks of industry change" that are worth remembering for a long time. This article will take readers back to 2021 and see the peak of the industry!
1. LED projection shows the official IPO of the first share of Jimi Technology
In 2021, that is, after the first share of Laser Display Guangfeng Technology in 2020, the first share of Jimi Technology of LED projection display was officially IPO. This is obviously an event that can go down in the annals of China's projection industry. As the domestic projector market sales champion and emerging Internet brand, the essence of Jimi's rise is the rise of "local projection market and projection consumer culture".
The successful rise of Jimi is inseparable from the advantages of "quantity and quality". On the one hand, Jimi has continuously improved the connotation of "manufacturing" in recent years, from January to June 2018, 2019 and 2020, the proportion of independent production output in Jimi's intelligent micro-investment products was 25.67%, 32.02% and 41.38% respectively. On the other hand, the R&D innovation of Jimi Technology has become more solid, and its R&D expenses in the past four years have been 33.0508 million yuan, 63.0017 million yuan, 81.0609 million yuan and 51.6457 million yuan (only from January to June 2020), achieving year-on-year growth!
Innovation + manufacturing" two-wheel drive, so that Jimi in the LED projection of the "product competitiveness" occupies the top of the industry, and brought the ultimate growth of market sales. In 2017, 2018, 2019 and January to June 2020, Jimi's operating income was 998.6421 million yuan, 1658.5693 million yuan, 2116.4020 million yuan and 1143.6369 million yuan (January to June 2020), respectively, with a compound growth rate of 45.58% from 2017 to 2019.
It is also the rise of Jimi that has completely changed the pattern of "controlling" the leader of foreign brands in the domestic projection circle for more than 20 years. The industry's first sales volume for three consecutive years has made it a new darling of the capital market of local projection companies. With the opportunity of a successful IPO, Jimi will continue to promote the deep-seated transformation of projection consumption in 2021:
In 2021, Jimi officially signed a contract with Yi Qianxi. The latter became the global brand spokesperson of Jimi. This marketing action has been hailed as "the biggest marketing event in the history of the projection circle": the projection industry has truly entered the era of "doing big things". Projection consumption represented by home investment is entering a new stage of all-dimensional competition from the beginning of the volume, technology-driven, and eventually becoming a popular product, a mass product. Yi Qianxi's endorsement has significantly increased the "public" exposure and market penetration of projection products. This benefits not only Jimi, but also the industry as a whole.
At the same time of marketing innovation, Jimi is also upgrading its product consumption: on April 27, 2021, Jimi Technology launched two new RS series projection products with the theme of "Light and Shadow, Art and Home", of which the RS AIR standard version pre-priced 7999 yuan and the RS Pro 2 limited edition pre-priced 8699 yuan. These two products have become the "highest product price ever" of local LED projection brands. It represents the upgrading and charging of local projection brands from the market of "rural surrounding the city" to the market of "core top products". The advent of high-end models is a high-end market advantage that enables Jimi's product line to face hard and rigid foreign projection brands.
In short, 2021 is the "big turning year" for Jimi. Taking the IPO of Jimi as an opportunity, the upgrading of a series of industrial strategies has also brought about the opportunity of "changing the sky" of the domestic projection circle. The industry influence of Jimi IPO is no less than that of the previous successful listing of Guangfeng Technology. Especially in the household projection industry, the first position of Jimi makes the impact of Jimi IPO on the consumption pattern of the entire projection industry even greater. Under the leadership of Jimi in 2021, the projection industry has upgraded its playing style and competition, and the door for the development of the national projection industry to enter a new historical stage has been opened.
2. 1,000 screens in January, the "pain" and "growth" of theaters under the epidemic
In 2021, the development of the domestic film market has entered a period of "anxiety". On the one hand, the impact of the epidemic has further declined, the popularity of vaccines has brought higher social openness, and the film industry has a basis for recovery; on the other hand, sporadic epidemics have brought pressure on the opening of cinema lines in specific areas and at specific times from time to time.
However, on the whole, the domestic film industry is still in the "world's best position". At least, this year we have the support of "Chosin Lake" to create a new high at the box office of the film again. It is precisely because the "overall long-term situation" is still good, and the enthusiasm for cinema line equipment procurement in 2021 is much higher than that in 2020:
According to data revealed at the National Film Bureau meeting on March 2, as of February 28, the total number of film screens nationwide reached 77,769 – an increase of 2,188 from the 75,581 screens on December 31, 2020. The average increase of more than a thousand screens a month is almost a new "industry record".
Of course, behind this "record achievement", there are also factors of "low incremental effect" under the epidemic in 2020. The digital projection market in 2020 experienced a freeze in the first half of the year, with 5794 screens added nationwide throughout the year. In contrast, from 2017 to 2019, the increase in domestic cinema screens was about 9300-9700 per year. It can be seen that the growth of domestic screens in 2020 has dropped by 40%.
However, the demand for domestic cinemas is still on the track of rapid development, which is also proved by the "real" data. If you compare horizontally: in 2018, the total number of movie screens in the United States was 40,575, an increase of only 182 compared with 2017 - before that, the United States has long maintained the position of the world's largest film market; by the end of 2018, the global film market screen volume was only 180,000+.
Therefore, in the first two months of 2021, 2188 screens will be added, including the impact of the Spring Festival holiday can not start, and its number is definitely "huge" for this narrow small market, which is enough to prove the "long-term vitality and huge development potential" of the domestic cinema line market.
According to the data of the National Film Administration, as of October 10, 2021, the total box office of the national film exceeded 40 billion yuan, reaching 40.126 billion yuan, the number of screens reached 80,743, and the total box office and the number of screens ranked first in the world, with an average of 17.8 new screens per day. There are 47 films with a box office of more than 100 million yuan, 33 of which are made of Chinese films, and the total box office of domestic films has exceeded the same period in 2019.
The National Film Administration released the "14th Five-Year Plan for The Development of Chinese Films", which proposed: during the "14th Five-Year Plan" period, about 10 acclaimed and popular films will be launched every year, with an annual box office of more than 100 million yuan of domestic films reaching about 50; at the same time, the market scale is firmly in the forefront of the world, and the annual box office proportion of domestic films remains above 55%; by 2025, the total number of screens will exceed 100,000.
Therefore, the cinema market can be said that the pain of the epidemic and the long-term potential of the industry have formed a great "nervous mood" in 2021. While exploring the growth potential of the industry, while fighting the disadvantages of the epidemic, it is becoming the norm in the cinema market.
3. From Hitachi to Maxell, to the back of "China"
In recent years, the depth of the projector brand camp has been adjusted continuously. Among them, the change of the Japanese projection camp is the most prominent. For example, Sharp and NEC projection in 2020 "business display two-in-one"; sony projectors in recent years in the domestic low-price market "product contraction"; or Epson's "full upgrade" at home have become landmark events.
In the spring of 2021, Mr. Shinji Onodera, Managing Director of Maxell Digital Imaging (China) Co., Ltd., Director of Maxell Corporation, and Deputy Director of the Optics and Systems Business Headquarters, said in an interview with industry media "Projection Window": After the end of September 2021, Maxell brand projectors will only retain the local market business in China, South Korea and Japan, and other regional markets around the world will be fully withdrawn.
This means that the previous "Hitachi projection with a prominent global market position, that is, after changing the name to Maxell, 'once again' shrinks the front". Industry insiders also pointed out that Maxell's European and American markets are becoming the first domino that has fallen under the "epidemic crushing the traditional brand of projection": "The supply-side reconstruction of the global projection market will also accelerate."
That is, on the one hand, the rise of the household market has become the main driving force for the progress of the projection industry. For example, more than 75% of the domestic projection circle consumption, more than 80% of the increase is from the household market. Some traditional projection brands, the competitiveness of the household market is weak, the innovation ability is insufficient, and they cannot share the feast of the growth of the household market. On the other hand, the demand for traditional projection business education is being further squeezed by innovative products such as small-pitch LED large screens and LCD interactive flat panels. For example, the demand for domestic business education projections currently exceeds a quarter of the historical peak.
At the same time, in recent years, the projector market has also been affected by "external factors". For example, the unilateral trade war between the United States and China has destroyed the global supply chain and caused some pressure on the competitiveness of the European and American markets that rely heavily on The projection products of China's supply chain and manufacturing system. At the same time, under the influence of the epidemic, the traditional business education and engineering demand of projectors in the European and American markets have been greatly suppressed, coupled with the competition of competitive technology, some projection brands that rely too much on such traditional markets are "under pressure".
Therefore, it can be said that Maxell's new adjustment is not a problem for enterprises, but a synergy of "opportunities and challenges" facing the entire projection circle, resulting in a "revolution" in product brand camps, market directions and technology trends. Industry insiders believe that if foreign traditional projection giants can embrace the structural revolution of domestic projection consumption. For example, the comprehensive rise of new light sources, the upgrading of the business education market to high quality, the C-bit of the home market and the differentiated development trend of the engineering market are not without "opportunities".
The latter, such as Epson, which is also a Japanese brand, has arranged in-depth ecological cooperation with Tencent Video and developed targeted products for domestic incremental demand, setting off a new round of "offensive climax" in the 3LCD home market! Epson EF-12 3LCD intelligent laser projector, Epson EH-LS300W series laser TV, Epson CH-TW5700T professional home theater intelligent projector, the three products constitute the epson-Tencent video ecological chain product model, and also become a sample of foreign projection brand transformation and upgrading.
No matter which road, in short, you can't go the old way! Industry insiders pointed out that the projection industry is facing the window of change. Different brands can choose differently, but a choice must be made - change is promising, unchanged is bound to be eliminated. The adjustment of Maxell in 2021 is not only the "avoidance" of global market risks, but also the embrace of the "new consumption highland" in East Asia, which is another case of this "qualitative change in the industry".
4. Projection product "inner volume", a new intersection of laser and LED
In 2021", "inner volume" became a very popular "social word". In the projection circle is no exception, even more intense: after all, the project increment is limited, the sales volume of business education is declining, and the supremacy of home use has become a must for all high-quality brands. Projection companies that do not roll in the home in 2021 will inevitably become the "abandoned children" of the times.
First of all, in 2021, laser light sources and LED light sources will begin to "household" internal rolls. That is, including Epson, Dangbei, Fengmi, xiaomi, in the acceleration of the application of laser light sources in intelligent projection and micro projection. Previously, the pattern of LED light source technology monopolizing the vast majority of sales of "smart home investment" is facing challenges.
Especially with the maturity of laser light source technology and the decline in cost, it has been able to meet the "economic" characteristics of household demand very well, and the further shrinkage of the business education projection market in 2021, the future laser display "upper volume" will inevitably rely on the general trend of household use, so that more brands can see the long-term strategic significance of "seizing more laser home market" and the decisive value of changing the industry pattern and brand destiny. This will continue to bring about the continued penetration of lasers in the low-priced home investment market. Home LED projection, which is already fiercely competitive in price, will be more and more subject to competition from laser products at the same price.
Second, while lasers and LEDs are rolling in smart homes, reflective ultra-short throw lenses are also rolling in the "home circle" - the traditional ultra-short throw lens applications are mainly home high-end models: laser TVs; and the traditional business education projection market. At least in the more than ten years since the birth of ultra-short throw projection, more than 90% of the time, the education market is the largest demand market for ultra-short throw.
However, after 2020, the demand for education ultra-short throw market has accelerated to shrink, and in 2020-2021, almost 70% of the domestic market share has been lost. This makes the "supply capacity" of ultra-short throw lenses must find a new "demand venting" point: the home market, as the main force of projection consumption increments, has become a must-fight place. However, the high price of laser TV products that inevitably adopt ultra-short throw technology has significantly inhibited the rapid growth of its demand; if the ultra-short throw lens wants to upgrade the market scale, LED intelligent projection and cheap home investment at a price of less than 5,000 yuan are the places to compete. Brands such as Nuts, Huishe, Skyworth, and Fengmi have accelerated the layout of low-priced home ultra-short throw projection circles, making the choices in this market more abundant and making their competition more intense.
The clear market has begun to enter a period of melee! Industry insiders pointed out that the traditional laser light source and LED light source, one in the high-end and one in the low-end, there is almost no market overlap; the traditional ultra-short throw lens also only appears in high-end products, and there is no competition with low-end popular models. However, both of these dividing lines are completely broken in 2021. In the household market, "technical inner volume, creative inner volume, price inner volume" is inevitable.
Of course, from the perspective of consumers, the supply of the home investment market is more diverse, the form is more sufficient, and the experience is more diverse, which is obviously a good thing. On the basis of a variety of internal volumes of home investment, the home investment market will also be able to maintain a better incremental state, and the growth potential of the home investment market in the future is more promising.
5. IfC2021 brands come back and leave
That is, after if IFC in 2020 becomes the "year of brand absence", IFC exhibition in 2021 continues to play the role of brand absence year. Among them, although the absence of 2020 can hand over the pot to the epidemic to carry, the still absence in 2021 can no longer be simply explained by the word "epidemic"!
From the perspective of brand distribution, Sony returned to IFC2021 in a high profile after its absence in 2020, while Epson, the king of global projection, "resisted the 2020 epidemic" and did not resist the "new changes in 2021". Overall, compared with 5 years ago, the display power of the two major projector camps in Japan and Taiwan at IFC has dropped by more than half. IFC exhibition is no longer the main battlefield for foreign projection brand image display.
From the perspective of product distribution, Sony's ifC play products are LCD display, small-pitch LED display, and projection products are only a member of sony's camp. Overall, at the IFC2021 exhibition, the LED large screen occupies the most important technical line position, followed by the liquid crystal display. The importance of projection products throughout the IFC circle has continued to decline. At IFC 2021, less than a third of the brands that mainly displayed projectors were five years ago.
Because of this, industry insiders believe that the fundamental reason for the "absence of projection big names" at the 2020 IFC exhibition is not the epidemic - the epidemic is only the last straw. Industry changes and brand capability changes in domestic projection demand are the real root causes:
In fact, the general trend of domestic projection is the accelerated shrinkage of business education, the accelerated growth of household use, and the steady progress of engineering. In this context, the significance of the exhibition is mainly in the IFC exhibition on the demand for business education and engineering display, and the attractiveness of projection brands naturally declines. At the same time, local projection brands are on the rise in an all-round way: home, business education and engineering, local brands can "carry half the sky" and even more shares, and the enthusiasm of foreign brands in local exhibitions is inevitable.
The big adjustment of the three aspects of competitive product technology distribution, brand camp pattern, and main demand increment point" is the core of projection companies, especially foreign giants, and Japanese brands are increasingly moving away from the core of IFC exhibitions. As for the impact of the epidemic, it has only "accelerated this trend". IFC itself is also changing from mainly displaying international advanced technologies and products 15 years ago to focusing on the achievements of local innovative brands.
With the drastic changes in the projection camp of the IFC exhibition in 2020-2021, I believe that the industry has begun to adapt to such a new normal", industry experts pointed out that not only IFC exhibition parties, foreign projection brands, local innovative brands, but also the brand recognition and recognition of consumer customers are changing rapidly. Whoever comes and who doesn't come at IFC is just a microcosm of this historical change.
6. HP projection is once again fighting the jianghu, behind the only new brand
On April 24, 2021, HP Projection once again entered the Chinese market after 17 years and held a new product launch in China. As an absolute top brand in the IT field, the significance of adding a projection product line is self-evident.
HP released a total of seven products, namely: HP 4K Laser TV BP5000PLUS/BP5000, Intelligent Business Super Projector MP2000PRO/MP2000C, Aggregate Portable Projector MP250PRO/MP250, HP Net Red Projector CC2000C, the number of which has been "in a leading state" in the domestic projection brand market in the past three years.
HP's 7 products cover the two mainstream scenarios of "commercial" and "family and individual", including three main forms such as laser TV, micro-projection, and standard business projectors, two innovative light source technologies of laser and LED, and two major application upgrade directions of ultra-short throw lenses and smart. Among them, the ability to grasp the "hot spots in the domestic projection market" is not inferior to any innovative projection brand, and even above many "foreign projection giants".
Of course, the business model of HP projectors is not the sole responsibility of HP, but has taken a more lightweight road. The trader behind its brand is Yuanda Optoelectronics (Chongqing) Co., Ltd. Yuanda Optoelectronics (Chongqing) will be fully responsible for the research and development, manufacturing and operation of HP projector products. Yuanda Optoelectronics (Chongqing) was established in 2020 as a joint venture between Taiwan Yuanxi Technology and Dazong Optoelectronics Group. At the HP projection conference, Yuanda said that it had obtained "the sole operating right of the HP projection brand in the world for 10 years".
It can be said that the combination of HP projection is: the combination of American brands, the industrial chain capabilities of mainland China and Taiwan, and the combination of local innovative product culture. From a certain point of view, it can also be called a "strong combination" team. At the same time, the HP brand is also a rare participant in the "projection circle rookies" in recent years who "aim at the global market from the beginning".
HP projection "behind the story, there is strength." HP and others' understanding of new opportunities in the projection market is not "unique". In fact, in recent years, new domestic projection brands have been born every year. HP in 2021 is already the last train, and it is also the only rookie brand this year. In the same period, the author also noticed that the domestic IT brand Lenovo, the release of projection innovative products in 2021 has also reached a high point in recent years.
The overlapping effect of HP and Lenovo's "main industry" is even more conjecture: optimistic about the projection of the massive innovation market, the two "heroes see the same". However, from the perspective of market share and sales volume, HP and Lenovo are not yet the "main force of the projection circle". The joining and power of the two represents the "optimism" of the future of the projection industry on the "market atmosphere", and is the "magnet attraction" of the domestic projection market in recent years with an annual incremental explosive force of nearly one million units.
Especially in the context of the market has been in the context of excessive brand surplus and too many new brands, HP is still in the circle, which shows that the future potential of the "projection circle" is still huge.
7. Overseas strategy of Jimi, Xiaomi, Fengmi, Hisense, etc
In the major events of the projector market in 2021, the acceleration of local innovative brands going overseas is a very important "edge perspective": it is important because of the future growth of local innovative brands, the overseas market is indispensable, and it should be "big head"; saying that its "edge" is because of the expansion of overseas markets, and each brand is still in the "initial stage".
At the Xiaomi Spring New Product Conference from March 29 to 30, Xiaomi not only released a number of new mobile phones, but also launched a smart projector product for overseas markets - Mi Smart Projector 2 Pro Projector. The projector has a resolution of 1080P, 1300 ANSI stream brightness, and is equipped with Android TV system. The market strategy of Xiaomi's overseas projectors, which currently mainly relies on the fan effect of its mobile phones and TV, is a "differentiated supplement" to its smart product line. At the same time, its product line itself is relatively thin.
Following the launch of Halo and MoGo Pro in overseas markets, Jimi launched a new HORIZON series of home intelligent projection in May this year to accelerate the layout of Jimi in overseas markets. The JIMI HORIZON series has won many awards such as the "Editor's Recommendation Award" of the International Financial Times (IBTimes) and the "Best 4K Projection Award" of TechRadar. At the same time, the Projector Reviews website also selected the Jimi HORIZON Pro 4K home smart projection as the recommended product of the year. The overseas market of Jimi began in 2016 and gradually expanded from Japan to Europe and the United States. At present, its product line construction has been relatively perfect, overseas marketing activities have also had an independent strategy, and the market pace is leading in the industry.
On January 26, Dice, a subsidiary of Guangfeng Technology, successfully completed crowdfunding in Taiwan, China, raising more than NT$75 million (about 17.51 million yuan) and 4,327 people participating in crowdfunding, setting a number of related crowdfunding records on Taiwan Island. In November, Wemax, an overseas subsidiary of Guangfeng Technology, released two new ALPD laser projectors from Wemax Go and Wemax Go Pro. Both designs are designed for mobility, and both models are only an inch thick and have built-in energy storage batteries, making them one of the thinnest mobile projectors in the world today. The "non-mainland market strategy" of Guangfeng Technology's products is not a "single clue". Not only fengmi, other brands of Guangfeng, but also foundry business; not only household appliances, but also commercial and engineering products operating in overseas markets. 2021 is the year when its household and personal products accelerate their going global.
On November 30, the global retail giant Best Buy significantly added orders for the new Hisense Tricolor Laser TV L9, and mainly 120 inches, which is the second time that Best Buy has significantly added orders in 20 days, and the number of orders is more than 7 times that of the first laser TV order of Best Buy 1 month ago. In 2021, Hisense laser TV will further and stride abroad. In particular, in the middle of the year, with the help of the role of the global TOP sponsor of the European Cup, it really "made a big advertisement". In the laser TV category, Hisense is currently the most successful local innovative projection brand played in overseas markets.
Overall, the head power and leader of local projection innovation brands have continuously promoted the exploration of overseas markets since the past three years, in an attempt to bring domestic technological innovation, especially home market application innovation, to the global market. 2021 is a critical moment for this strategic upgrade. The above four leading enterprises have basically formed a "strategic framework" for overseas market expansion and have made certain achievements.
However, the overseas expansion of local rookie brands also faces a series of problems. For example, the shortage of DLP upstream resources in 2021 has affected the shipping capacity of many new projection brands; for example, the overseas projection market has huge vested interests in the "traditional brands" of the projector camp such as Taiwan, Europe and the United States, Japan, and Korea, and these traditional projection giants have also mastered more projector upstream resources. Therefore, the local brand going to sea is not only a problem of unfamiliar life and building a market system from scratch, but also faces the shuffling pressure of industrial interest redistribution.
However, every local projection innovation brand understands that if it wants to become a real industry bigwig, it must win a place in overseas markets. The industry believes that with the change of local projection demand increase from high-speed to low-speed, it is the general trend for head brands to increasing overseas market exploration.
8. Break through the projection of the Chinese core, the industry to go further
Where is the biggest shortcoming of China's local projector industry chain? There will be almost no disagreement about the answer to this question: a core light valve chip. According to incomplete data, the domestic projection market local innovative head brand, more than 95% of product sales, rely on the United States TI's light valve chip. This is a "core link" of a real stuck neck.
On September 28, 2021, the "China Light and Shadow" core era was opened - the domestic LCoS display chip technology seminar and projection application product launch conference was held in Shenzhen.
The event was hosted by Chengdu Delip Optoelectronics Technology Co., Ltd. and co-organized by Shanghai Huixinchen Industrial Co., Ltd. The activities mainly include: domestic LCoS display chip projection application product release ceremony, optical engine industry 1+1+N procurement cooperation agreement signing ceremony, domestic LCoS display chip technology and market seminar roundtable and other three links.
At the meeting, it was revealed that the LCoS projection light valve chip of the HXCA2672BU model developed by Hui Xinchen was officially adopted by the optical engine company Delip and the consumer technology products company Shenzhen Yuwei Technology. Delip released the terminal projection product T1 machine, L26H2 LCoS optical machine, and Hui Xinchen's LCoS chip numbered HXCA2672BU was also announced to officially enter a new stage of mass production and commercialization. The chip works diagonally in the display area with a diagonal size of 0.26 inches, a resolution of 1280 * 720P, and a refresh rate of more than 300 frames per second. It can meet the optical machine and whole machine design requirements of single-chip LCOs projection solutions and even three-chip projection solutions.
At the same time, the conference also revealed further good news about local light valves. Including the successful research and development of 1080p chips and the news that the research and development of 4K chips has entered a critical stage, more industry insiders have seen the breakthrough possibility of "local mainstream projection light valves": at present, the largest category of sales in the projector market is products with a resolution of 1080P; at the same time, high-end demand, such as laser TVs and other 10,000 yuan products, are mainly 4K light valve chips.
It can be said that the mass production and application of the 720P light valve, although it solves the "problem", but compared with the market demand, it is inevitable to give people the feeling of "being born backward". The successful research and development of Huixinchen's two 1080P chips and the key breakthroughs in the research and development of 4K chips mean that the local LCOS light valve industry chain is entering a new stage of "the mainstream market has certain competitiveness". And the ability to launch mainstream resolution standard light valve products is also the premise that local light valve products can get more brand users, especially mainstream enterprise applications.
Overall, in 2021, the "card neck" problem of the light valve, the local industrial chain has achieved more breakthroughs: there are breakthroughs in commercialization, breakthroughs in mass production, and more technical upgrades. This is of great strategic significance for further improving the upstream industrial chain of local projection, opening up the second pulse of Ren Dou, which is constantly iteratively upgrading the industry, and cleaning up the final bottleneck of the card neck for the global development of the local projection industry.
9. K12 education and training market earthquake
In 2021, the educational projection market suffered a relatively large blow. Not only is the accelerated rise of new categories such as LCD blackboards, which greatly compresses the demand for educational projection. Let 2021 become the most dismal year of education projection for more than ten years, and there is a huge change in the education and training market, which has changed the pattern of "the second pillar of education projection".
The off-campus education and training market, especially the K12 subject training market, is the second largest segment of educational projection after public educational institutions. Especially since 2019, the increase in demand in the education and training market is even the only "growth point with scale" in the field of education projection demand segmentation. However, the growth of projection demand in the education and training market is based on the "irrational chicken baby". This also determines that this market is bound to be impossible to "last".
In late July 2021, the General Office of the CPC Central Committee and the General Office of the State Council issued the Opinions on Further Reducing the Burden of Homework and Off-campus Training of Students in the Compulsory Education Stage (hereinafter referred to as the Opinions). The "Opinions" clearly put forward the "double reduction" work goals: students' excessive homework burden and extracurricular training burden, family education expenditure and parents' corresponding energy burden are effectively reduced within 1 year, the results are remarkable within 3 years, and the people's educational satisfaction is significantly improved.
The release of the "Opinions" gives policy guidelines for "non-profit" and "only reduce and not increase" for off-campus K12 discipline training. At the same time, the Opinions further clarified the service significance of schools in the "after school" time. From the distribution of student time tablets, the space of the extracurricular training market is inhibited. People in the projection industry believe that this will greatly affect the development potential of the second pillar market of educational projection "education and training".
The equipment demand of the education and training market has entered a moment of shock adjustment! With the discipline of education and training entering the "end of the market", it is obvious that its status as the main body of education and training projection demand will no longer exist. Although, from the perspective of the overall market of projectors, the proportion of the education and training market is only a few percentage points, and the impact is not large; however, purely from the perspective of educational projection demand, this is indeed a "strategic" impact - especially under the rapid decline in the demand for traditional school education projection, losing the growth point of education and training, and the education projection circle will be more difficult.
However, another part of the research believes that the demand for education and training driven by "chicken babies" is not healthy enough to last. After the education and training market scrapes the bones and cures the poison, there will be new room for development in the demand for enhanced education and training, including sports, culture and art, science and technology, etc. These special content education, the immersive environment required, visual experience units, projection equipment is the mainstream technology route, and the application of projection technology is the choice of education and training enterprise innovation and competitiveness.
At the same time, from the experience of developed countries, the main part of the education and training market is adult education and vocational education. The scale of development in this regard in China is still in its infancy, and the future market potential is still not small. Through the expansion of non-disciplinary categories and new fields such as adults and occupations, the demand for education and training projection will enter a more normal and healthy market development track.
The education and training industry has already gone through a "major historic turning point" in 2021. The projection equipment market is also heavily affected. The role of projectors in the future development of the education and training industry has been further adjusted. This will be a problem that many projector companies and channel agencies must think about.
105,000 units! The brilliance and shortcomings of the projection market are new highs
2021 is another bumper year for the projection industry! However, not every brand can "smile" a year. The structural differences between different industry segments are widening day by day.
First of all, as far as the first half of the data report is concerned, the sales volume of different institutions is between 2.20-2.4 million, an increase of between 30-45%. Usually, projection sales in the second half of the year will be significantly stronger than in the first half of the year, which will make the projector sales exceed 5 million units in 2021. According to the data of Lotu Technology in November, the domestic intelligent projection sales reached 3.5 million units in the first 10 months, and the annual sales of intelligent projectors in the market exceeded 4 million units.
Secondly, from the perspective of market segmentation, the business and education market will still shrink significantly in 2021, the engineering market will grow steadily, and the household sector will still be the top priority. In 2021, the market share of household projectors will further increase - especially the demand for business education, and the overall scale will fall to less than one million units, which will have a huge impact on the direction of the entire projection industry. Brands that cannot occupy a place in the household market have undergone tremendous changes in the living ecology.
Third, the commercial market has entered a landmark turning point. The demand for commercial projections is also declining continuously before 2021. However, in 2021, in the most typical conference application of commercial projection, the demand for interactive tablets exceeded that of business projectors for the first time, becoming a sign of "strong and weak" interchange in the competition between the two technologies. This year's standard business models, the brand strength of the domestic market has declined unprecedentedly, and the business projection has more transformation of quasi-engineering and ultra-portable and other different demand space.
Fourth, there are "new changes" in the demand for traditional home projection. Online sales in China's smart projection market (excluding laser TVs) in October were 192,000 units, down 6% year-on-year and 17% month-on-month; sales were 400 million yuan, up 5% year-on-year and 23% month-on-month. ——This is a "weak month" that has rarely seen "online smart projection" consumption in recent years, excluding the impact of the epidemic in the first quarter of 2020. Industry analysis believes that this marks the further adjustment of the market pattern of home investment demand: 1. The incremental energy has declined, and the market has entered a more stable and low-speed development period, which is in line with the law of industry changes in the past 3 years; 2. Sales changes and sales changes Have appeared in the opposite direction of year-on-year data, and the market consumption upgrade and the proportion of high-end consumer demand have increased significantly.
Fifth, the market opens up new growth points. Including laser intelligent projection and laser micro-investment, entering the first year market in 2021, bringing about the demand upgrade of home investment applications; ultra-short throw reflective lenses entering the cheap market (such as 3,000 yuan + models) and LED light source projection category markets, ultra-short focus home investment applications to open up new potential; laser TVs, 4K products and other market share further increase, maintaining a medium speed increase, while 720p and ultra-low brightness models, single-chip LCD models The market share is further reduced, and the maturity and rationality of industry consumption are increased. The experience upgrade trend is obvious.
In short, 2021 is a bumper year for projection. It has not only recovered the lost ground affected by the epidemic in 2020, but also stepped on the heavyweight mark of 5 million. However, this year's industry growth is more subdivided and structural, and also has an overall deceleration trend. The characteristics of the projection industry market development that are increasingly entering a new stage are particularly obvious.
Postscript: In the projection market in 2021, the brand pattern is changing, sales are changing, and product technology is also changing. This is a year of further reshuffling of the industry structure, a year of nurturing future industrial momentum, and a year for local innovative enterprises to further stand on the C position. However, the glory and change in 2021 are not the end, and the projection industry still has a fundamental trend of "the big head is behind". How to further find opportunities in the structured change, bigger and stronger is a problem that every enterprise needs to focus on.