Jimi layout 4K full-color laser TV, who is happy and who is sad?

[Nail Technology Observation] Jimi, a heavyweight player in the projection market. For this company, the attention of the outside world has mainly focused on the intelligent projection market, but in fact, it has a very important development potential in another market, which is the laser TV market.

However, since the release of the laser TV A2 in 2019, Jimi has not released new laser products for 3 years. A few days ago, "Nail Technology" noted that Jimi announced that it was about to release a new generation of laser TV A3, and played the slogan of "challenging OLED color".

The compound growth rate of the laser TV market in the past 5 years has been more than 150%, but the overall scale is not large enough, which has great development opportunities for enterprises such as Jimi. The reason why Jimi has not updated its laser TV products in the past 3 years is probably also "waiting for an opportunity", waiting for Hisense, Changhong, Fengmi and other brands to do enough market education work before harvesting the market.

At present, Jimi has such strength. "Nail Technology" noted that the performance of Jimi Technology in recent years has been very strong. In 2021, Jimi Technology expects net profit attributable to shareholders of listed companies to be 484 million yuan, an increase of 80.07% compared with 215 million yuan in 2020. In addition, Jimi has ranked first in the projector market shipments since 2019.

Although the overall audiovisual experience of smart projection cannot be compared with laser TV, a similar technology implementation path still gives Jimi a strong growth potential in the laser TV market. In addition, from the currently public information, Jimi A3 has a good product competitiveness, which is reflected in two aspects:

First, it realizes 4K full-color display, and the color expression challenges OLED. A3 is a 100-inch 4K full-color laser TV product, and Jimi directly put forward the slogan to challenge oled color performance. From a technical point of view, the color gamut value of the panchromatic laser is relatively high, and the overall color expression is higher than that of LCD and OLED TV, so Jimi has the confidence to let A3 directly benchmark high-end products such as OLED. By benchmarking OLED TVs, the high-end brand image of A3 can be enhanced.

Second, the price is expected to be more close to the people, forming a higher cost-effective advantage. "Nail Technology" noted that the current price of A3 with screen is expected to be set at less than 20,000, which will naturally have a price advantage for OLED TVs of the same size. In fact, even in the internal camp of laser TVs, such prices are more competitive.

"Nail Technology" believes that after the release of the Extreme Meter Panchromatic A3, the real impact is likely not the OLED TV camp, but the LCD TV camp and the laser TV internal camp.

At present, the large-size TV of the 100-inch level is more or the LCD camp is in the layout, and the OLED TV camp is less in the layout, so although Jimi proposes to benchmark OLED, the real impact is still the LCD TV. Moreover, the user group that really has a preference for OLED TVs is also difficult to leverage through the factor of cost performance.

In addition, the brand that currently lays out a 100-inch full-color laser is likely to be another impact object. "Nail Technology" noted that brands like Nut Projection are extremely similar to The brand positioning, crowd positioning, and product positioning of Jimi, and Nuts has previously launched a full-color laser TV, so its impact will be relatively large. In addition, like nuts, the light peak that has been laid out with a 100-inch 4K full-color laser but the brand influence is relatively weak will inevitably be impacted.

In short, "Nail Technology" believes that for the laser camp, the projection brother layout of the high-end panchromatic laser TV market has a positive role in promoting the expansion of the entire laser TV market, and the competition between laser and LCD in the super screen market will become more and more fierce, and the internal competition pattern of laser TV will continue to adjust. (Nail Technology original, reprint must indicate the source: Nail Technology Network)