Since its inception, projection has become a must-have item for education and office. Nowadays, with the continuous improvement of products, projection has slowly entered the consumer-level scene and entered the homes of ordinary people. In the smart projection industry, Jimi is a brand that we can't miss. As a leading enterprise in the domestic home intelligent projection industry, Jimi has ranked first in China's projection equipment market for three consecutive years in shipments.
Zhong Bo, Chairman of Jimi Technology
2021 as a year of the post-epidemic era, after bearing the serious impact of the epidemic in 2020, both the production model and the sales model have undergone a great change. At the same time, consumer demand for goods and after-sales service needs have also changed due to the epidemic. In addition, major companies affected by chip shortages, digital currencies, carbon neutrality, etc. can be said to have experienced a difficult year.
Recently, CNMO had the honor to interview Zhong Bo, chairman of Jimi Technology, let's take a look at how Jimi has led the development of the industry in the past 2021 and what results have been achieved.
Adhere to product innovation, let the projection more into the family
Compared with traditional TVs, projection can project large pictures, giving consumers an immersive viewing experience. At the same time, the size of the projection can also be adjusted according to the user's needs. Coupled with the small and flexible body design, there is no complicated installation problem, so it has become the first glare of more families
In the domestic market, Jimi has been in a leading position in terms of shipments and sales, according to IDC data, in 2018, 2019 and 2020, Jimi shipments continue to maintain the first place in China's projection equipment market. The market share reached 13.2%, 14.6% and 18.1% respectively. In the first half of 2021, Jimi Technology continued to maintain its industry position of "projection brother" with a market share of 20%. As the head enterprises gradually master the core hardware technology and develop more innovative functions, the leading product experience establishes a word-of-mouth effect, and the projection equipment field will present a market pattern in which the market share continues to be concentrated to the head enterprises in the future.
In Zhong Bo's view, Jimi can remain the first in China's projection market for a long time, and it is also related to Jimi's three major strategies of "adhering to product innovation", "increasing brand building" and "actively expanding overseas market tides".
Innovation is the foundation of development, adhere to product innovation so that Jimi past projection products in the industry leading level in terms of product strength. According to The Semi-annual Report of Jimi, as of June 30, 2021, Jimi Technology invested 112 million yuan in research and development expenses, an increase of 117.52% year-on-year. At present, Jimi Technology has 440 patents and has released more than 30 products.
In an interview, Zhong Bo also shared with us the innovation of Jimi in the past few years in the aspect of projection ease of use: in 2014, Jimi officially opened the era of projection intelligence through Z3; in 2015, Jimi Technology took the lead in adopting a dual optical path design, which made a qualitative breakthrough in the projection brightness of the LED light source; in 2016, Jimi Technology launched a 1080P Full HD product H1 that supports 3D; in 2017, Jimi Technology applied MEMC motion compensation technology to projection products, giving the projection picture a smoother, Stable picture quality; in 2018, Jimi Technology successively launched intelligent auxiliary correction, full-screen autofocus, and then continuously upgraded these easy-to-use functions; in 2021, Jimi projection has been able to achieve fully automatic keystone correction, global autofocus, canvas alignment and intelligent obstacle avoidance and other functions.
With products with stronger product strength, it is natural to let more consumers understand the advantages of intelligent projection and understand the Jimi brand. This is inseparable from Jimi's strategy of "increasing brand building". In 2021, Jimi has significantly increased its investment in advertising and user education, and has signed stars such as Wang Ziwen and Yi Qianxi, further enhancing brand recognition and influence.
At present, Jimi has launched projection products with different price segments and different performances for home users. Take the Jimi RSPro2 as an example, its official price is 8699 yuan, this price can only buy 65-75 inches of smart TV. However, the Extreme Meter RSPro2 only needs a distance of about 3 meters to project more than 100 inches of footage. Moreover, RSPro2 is very small, easy to move, the use of the scene is not limited to the living room, bedroom, even the study, kitchen can be, which is the current need to move frequent rental party, or large screen enthusiasts, are very attractive.
In addition, Jimi products also cover two categories: telephoto projection and short-throw projection to meet different user preferences. For consumers who don't like telephoto devices, but want to get a large-screen immersive movie viewing experience, laser TVs with ultra-short throw technology are a good choice. It does not take up space, and the device does not need to be at a great distance from the wall or curtain, and can be used directly on the TV cabinet. Different positioning products also cover different home use environments, ensuring that every consumer can choose the perfect meter projection.
Overseas markets are promising
In an interview, Zhong Bo also expressed concern about overseas markets. In his view, Jimi has achieved the first place in China through six or seven years, but the ultimate goal of the company is to be the first in the world in this segment, so the overseas market is determined to do it.
As early as 2016, Jimi Technology began to expand its overseas business through crowdfunding on overseas e-commerce platforms. In 2021, while stabilizing China's first place, Jimi began to comprehensively develop overseas cities Chang At present, Jimi has set up a research and development team for the localization of overseas products in China, and has also set up a new overseas team in Shenzhen to further expand Jimi's overseas market business. And the same as in China, jimi overseas market expansion is also online and offline, such as Japan's online Lotte, Amazon, offline tsukiya store, Big Camera, etc., at the same time, in response to the problem of localization of overseas products, Jimi has also set up a corresponding R & D team to do product localization for overseas markets in different countries.
From the results, Jimi Technology has covered 127 countries and regions around the world, such as Japan, Europe, the United States, and Australia. Among them, Aladdin, which was launched in the Japanese market, swept Japan as soon as it was launched.
Pole meter, the future can be expected
At present, Jimi has become one of the most concerned brands in the field of home projection, and many consumers are expecting Jimi to bring more powerful devices to users. In the interview, Zhong Bo, chairman of Jimi Technology, also said that in 2022, Jimi will continue to plan in a self-determined general direction. In terms of research and development, we will continue to increase investment in research and development, upgrade and iterate on existing products, and deploy resources to pre-research cutting-edge technologies and make technical reserves.
In the interview, Zhong Bo also believes that the overseas market is the development direction of Jimi's future focus. After all, for Jimi, the domestic first is not the end, and the global market leadership is the ultimate goal of Jimi.