As one of the important consumer electronics that can provide cost-effective large-screen displays, home smart projection has been receiving more and more attention in the past two years.
Especially,In the context of smart TVs constantly suffering from user complaints,More convenient、More trendy,And can form a certain alternative to smart TV smart projection,On the contrary, it is welcomed by many users, especially young users,It has become a "second TV" in some people's homes",Even"TV substitute"Trend。
And this has actually become one of the important reasons why TV manufacturers have entered the smart projection track. After all,Instead of passive defense,It is better to take the initiative to join,In the process, TV manufacturers can also complete the migration of production、brand、Channels and other advantages。
In addition, due to its small and portable, the use scene is more flexible, and the intelligent projection also fits the trend of people's outdoor camping to a certain extent, and it has further won the love of young users.
Under various factors,The smart projection market has been particularly hot in recent years,New players continue to enter the game,New products continue to be launched,Even a public relations war broke out between the two major domestic projection brands。
Of course,The increase in the number of players entering the game,It also makes the market concentration of intelligent projection continue to decrease,And with the deepening of market competition,With the entry of new players at the same time,Naturally, there are players who continue to be out。
The smart projection market in the first half of 2024 will continue to move forward in this fierce competition. Through some events and trends, we review the smart projection market in the past six months.
Competition is fierce, and all parties continue to increase their weight
The most intuitive reflection of the fierce competition in the market is the number of products and players.
In terms of products, according to the incomplete statistics released by Lotu Technology in May, only in the second quarter, at least 12 mainstream brands released 25 new products. The liveliness of the market can be seen.
In terms of brand,Compared with last year, TV manufacturers have increased the smart projection track,This year, the two Internet giants that attracted more attention are Youku and Tencent。
For example, Youku,Although Ali already has a series of projection products on the Tmall magic screen,But this year, Youku still went down in person,Launched Youku projectionActionProduct,And give away KumeowTVWhat device lifetime member——Although it is only a large screen benefit,And only used on this device,But it can also be called distinctive、There are selling points。
Youku Projection Action (Source: Youku)
However,Youku projection Action 7998The launch price of yuan,It also means that its positioning is high-end,It is not a volume product,Perhaps it is more of a consideration for testing the water and occupying the market place。
As for Tencent, although it is not a new player in the projection market, it is also a return after more than a year of silence. This year,Tencent has launched Tencent Aurora projectionP2S、D2Two new products,And the latter is aimed at the current popular thousand-yuan price range。
Youku and Tencent's increase in smart projection,In fact, it can be seen as the epitome of the hot smart projection market,I believe that more players will enter this track in the future。
The volume rose and fell, and the market adjustment continued
Compared with the continuous decline in shipments of smart TVs and smart boxes in recent years,Smart projection, as a relatively new category,It is still an incremental market,It has also achieved rapid development in recent years。
However, starting in 2023, smart projection bid farewell to the previous rapid growth, and there has been a decline in volume and volume, entering a period of adjustment. In 2024, this adjustment seems to be continuing.
According to the "May 2024 China Household Smart Projection Online Market Summary Report" of Aowei Cloud Network, in the first 5 months of 2024, the overall market size of smart projection online has increased year-on-year sales in 4 months, but at the same time, there are 4 months of sales year-on-year decline.
Source: Aowei Cloud Network
According to Lotu Technology data, in the first quarter of 2024, the sales volume of China's smart projection market (excluding laser TVs) will be 1.443 million units, a year-on-year increase of 8.7%; Sales volume was 2.36 billion yuan, down 5.1% year-on-year. By April, the number of intelligent projections has declined again.
The emergence of this situation is caused by multiple factors such as the adjustment of the industrial supply chain and the intensification of market competition, but it is obvious that the market is still in the process of adjustment. And whether the smart projection market can return to the rapid growth trend of the previous two years remains to be further observed.
The price is down, and the thousand-yuan projection is hot
In fact,From the volume increase and decline of the market in the first few months of this year,It can be seen to a certain extent,The average price of smart projection is actually decreasing。
This is understandable, after all, in a track with many players and fierce competition, price reduction may be one of the best ways to increase sales.
Moreover,Although the major manufacturers have never stopped high-end exploration,But throughout last year,Mainstream projection brands have been increasing in the thousand-yuan product range。 And this trend continues this year.
According to data from Lotu Technology, in the first quarter of 2024, from the perspective of price structure, the market pull mainly comes from entry-level products.
Among them, the online sales of products in all price segments below 2,000 yuan increased year-on-year, and the price segment below 500 yuan had the highest increase, exceeding 40%; All price segments above 2,000 yuan have declined except for 4,000-5,000 yuan.
The reduction of the average market price can be viewed from two aspects.
On the one hand,For the new category of smart projection,Lower product prices,Undoubtedly, it can lower the threshold for users to try first,Accelerate market popularization,And even gradually eliminate players with insufficient competitiveness。
But on the other hand, while prices continue to fall, how to effectively ensure or improve the user experience and promote the market to high-quality competition is naturally equally important.
The form is changing, and the products are varied
Perhaps because the market competition is too fierce,In order to create enough differentiation,This year, many smart projection brands,They have begun to play tricks in product forms。
For example, dangbei4monthD6XSERIES,Add a about 7 inches to the fuselage,That is, the size of a large-sized mobile phoneAIInterpillar screen,"Dual-screen design"Not only makes the operation easier,It can even eliminate a lot of remote control operation steps,It also adds a lot of new ways to play to the product。
DangbeiD6X projector (Source: Dangbei)
Another example is the nut P5 that was also launched in April, if you only look at it from the appearance, people who don't know will probably think it's a water cup, and it can indeed be "held in one hand". In addition, this product can also achieve a long battery life of 5 hours, which not only gets rid of the shackles of the power cord, but also greatly facilitates the use of outdoor scenes.
Actually,Regarding the various changes in the form of smart projection,The smart TV market is also happening,For example, the secondary screen design on some TVs in the past few years,Another example is the art TV that has been given more design aesthetics,Another example is mobile、Mobile smart screen that can last life, etc。
Although how many users will pay for the novel appearance of these smart projections,It is not yet known,But at least,The fiercely competitive home projection market,It seems that something new has been rolled out in the form of products,It can also further attract the attention of young users。
In addition,This year, there are more and more new smart projection products that support PTZ,This will greatly improve the convenience and friendliness of projection products,It also brings more possibilities for the expansion of the use scenarios of smart projection。
4K new products, the share continues to increase
Entering 2024, the proportion of intelligent projection with 4K resolution is still increasing.
In the first half of the year, whether it is XGIMI, nuts, Vidda, dangbei, Youku and other domestic brands, or LG, Panasonic, Philips and other overseas players, have launched4KThe projector products.
According to Lotu Technology data, in the first quarter of 2024, the sales share of 4K smart projection in the online market will be 5.4%, and the sales volume will increase by 101%; The number of models on sale reached 43, nearly doubling from the same period last year.
While the number of 4K projection products on the market continues to increase, there is also a continuous decline in price.
Especially the brands on the DLP technology route,Such as XGIMI、Nuts are two leading players,Its 4K projector products have now entered the price range of three or four thousand yuan,For example, XGIMIRS10The price is 4999 yuan,NutsN1S are priced at 3999 yuan。
With the continuous increase of new products, as well as the gradual popularization of prices, it will also promote the acceleration of the popularization of 4K projection to a wider range of consumer groups.
brief summary
Looking at the performance of the smart projection market in the first half of 2024, whether it is from the player lineup, or the rhythm of new product launches, or from the price dimension, it is not difficult to see the fierceness of market competition. In the context of the increasing popularity of smart projection, this competitive situation will continue in the future.
However, in this process, how can all parties accelerate the creation of sufficient differentiation through technological innovation, cost control and other measures, and get out of the situation of volume increase or decline or even volume decline as soon as possible, and move towards higher quality growth, which will undoubtedly be the most important proposition in the future.