In recent years, with the increasing demand for large-screen TVs in the market, laser TVs with advantages such as ultra-high-definition display, true color, high visual comfort, and large screens, as well as smart projectors with mobile movie viewing, flexible application scenarios, and increasingly intelligent degrees, have become more and more popular. Therefore, while color TV sales continue to decline, the development of laser TVs and smart projections is skyrocketing. The status of ordinary TV as a living room entertainment center is shaking, and more consumers will lock their eyes on laser TVs and smart projections in the future.
This can be discerned from the sales trend, whether it is laser TV or smart projection, sales have been rising in the past five years, especially in the Chinese market. As far as laser TV is concerned, Aowei Cloud Network data shows that the compound growth rate of laser TV in 2015-2020 is as high as 181%. According to the statistical analysis of Lotu Technology, the shipment volume of China's laser TV market is expected to reach 400,000 units in 2021, an increase of nearly 50% over the same period last year. In the case of the upstream core component IC chips, light valve chips and other out-of-stock, the market size is still growing gratifyingly.
In the smart projector market, Lotu Technology predicts that the sales volume of China's smart projection market will be 4.79 million units in 2021, an increase of 30% year-on-year. Judging from the online monitoring data, sales per month in the first half of 2021 increased year-on-year. In the past five years, smart projection has grown at almost 500,000 units per year, and the market potential is still strong.
However, we must also pay attention to the rapid development of the same time, it is likely to appear "mud and sand" situation, such as the intelligent projection market poured in a lot of brands, they launched the intelligent projection is only 1,000 yuan, although the sales are good, but whether it is the quality or application effect, are constantly bad reviews. The author believes that what can go to the end, or can really be accepted by consumers, is still those who do quality with their hearts and brands with their hearts.
At present, the brand camp of laser TV and intelligent projection is still relatively messy, with start-ups, Internet manufacturers, and cottage brands. Traditional projector brands such as BenQ, Youpai and other brands are launching laser TVs and smart projections, and traditional home appliance brands are also actively laying out the market, such as Changhong, which has a history of more than 50 years of home appliance production and sales, has launched laser TVs and smart projections, which is a player with deep roots.
For traditional home appliance brands, driven by the change of market demand, they need to seize the opportunity in a timely manner, embark on the fast track of new home appliances in a timely manner, and quickly occupy the market with their years of precipitated technical experience, production and marketing experience, etc., and seek new vitality for enterprises. The market potential of laser TVs and smart projections has long been verified, and it is also the trend to attract larger and more sophisticated investment from traditional home appliance brands.
In the laser display market, the author believes that senior home appliance brands have more advantages in technology research and development, production and marketing, and raw material supply chain series. Taking Changhong as an example, this company has launched laser display technology research since 2008, and in 2014, it took the lead in realizing the industrialization of home laser TV, and gradually realized the layout of a single product to a household, business education, and engineering full product line, and the whole process of independent production. It is understood that Changhong currently has a production plant of 20,000 square meters, which can independently produce 200,000 laser TVs /year and 1 million intelligent projectors/year. This ability to develop and produce itself is beyond the reach of many brands, such as Internet brands can only rely on third-party companies to OEM, for this market will not be fully invested, after all, this is not their main battlefield.
It is understood that since 2008, laser display technology is the field that Changhong has been concentrating on research, on the one hand, it has successively mastered the core technologies such as laser optical machines, lenses, optical screens, etc., with the home market as the main battlefield, leading the technological innovation of home laser TVs from monochrome light sources to tri-color light sources, and continuously improving the sense of home large-screen immersive viewing experience for consumers; on the other hand, it is also actively launching business education, engineering laser projectors, and providing high-definition, high-brightness, large-screen laser display solutions with schools, hotels, convention centers, etc , which shows the far-reaching layout.
In 2021, Changhong released a number of laser TVs, covering the mid-range and high-end large-screen household consumer markets, which have received widespread attention in large-scale exhibitions such as AWE and UDE, and have also been recognized by industry authorities. Mid-range products such as Changhong 4K laser TV D7U, from the evaluation of the e-commerce platform, it seems that the shocking picture quality of the 100-inch large screen has received rave reviews. Located in the high-end market, the Changhong Laser TV DC90 will increase the brightness to 4500 ANSI lumens, and at the same time is equipped with Changhong's self-created breakthrough technology - ultra-short throw autofocus technology, making the product more convenient to use, and won the Technology Innovation Award at Shanghai UDE.
Changhong laser TV consumer evaluation
And smart projection is also becoming an important "second screen" market, for consumers, even if there is an LCD TV at home, many families have begun to consider buying a projection for use in the bedroom or entertainment room, after all, the size of the smart projection is small, diffuse projection screen eye protection and other characteristics, is the LCD TV can not have.
Changhong S2 Pro smart projection
It is understood that Changhong began to launch intelligent projectors in 2019, products cover ordinary household and office, hotels, exhibitions and other commercial fields, and the home Q series, S series and commercial E series and K series launched in 2020 will fill the sense of quality of domestic precision. On the e-commerce platform, Changhong intelligent projector, whether it is the appearance of the shape, or the color, brightness and other picture quality effects, or intelligent practical functions, has captured the hearts of a large number of consumers and received good evaluation.
Changhong intelligent projector consumer evaluation
In 2021, Changhong intelligent projector on the one hand, the product differences of the cost-effective model, the mid-range flagship model and the high-end image model for home use, multi-faceted reach the young consumer groups who are more and more pursuing the quality of life; on the other hand, it also continues to deepen the optimization and upgrading of products in the commercial market. For example, the Changhong S2 Pro intelligent projection will be greatly reduced in size, the appearance is more in line with the preferences of young people, with 800 ANSI stream brightness, resolution of 1080P, support autofocus, automatic correction, but also equipped with intelligent voice function. The high-end image of the Changhong S5 smart projector, brightness of 2200 ANSI lumens, equipped with higher hardware configuration, so that this product is suitable for those who pursue high-quality pictures.
Changhong S5 intelligent projection
In the commercial market, Changhong launched the K3 intelligent projection. This product is specially designed for hotels, homestays and other markets, in addition to the appearance of more calm and capable, Changhong K3 intelligent projector can also customize the system UI, service module, boot screen, etc. for customers, for customers to create a corporate image from multiple angles, increase customer brand competitiveness.
Changhong K3 intelligent projection
We can see that years of precipitation have made senior home appliance brands such as Changhong have extraordinary strength in the field of large screens. At the R&D level, Changhong is the vanguard of the development of the laser TV industry and has rich achievements in the professional field. The data shows that China's laser display patent application volume leads the world. At the product promotion level, the author understands that Changhong has expanded the construction of offline terminals in 2021 and built more than 30 new offline experience stores in Wuhan, Luoyang, Chengdu, Mianyang, Hangzhou and other places, which are conducive to promoting the further landing of laser TV products.
At the third laser display technology and industry forum in 2021, Changhong said that "in the future, in the laser display products, Changhong will open up the whole industry chain from hardware to software, from components to the whole machine, and at the same time create a closed-loop ecology from products to services, from business to user operation." In the construction of channels, it covers all channels such as household, business education projects, and audio-visual entertainment. Changhong will launch a 100" + flexible curl laser TV, laser short-throw engineering machine, and is pre-researching 8K laser display technology. ”
It is foreseeable that in 2022, Changhong will continue to deepen the publicity and landing of laser TVs and smart projection products, and continue to promote the development of the market. For Changhong, 2022 is promising.
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