Since entering 2022, the domestic engineering projection market has continued to maintain a high-speed development trend in 2021. The layout of many brands on the product side also shows a new upward direction. Among them, one of the key twists is the "10,000 lumens" model, which has a great trend of full popularization. Industry insiders even pointed out that Wanlumming has become the "most important" place of contention!
Manufacturers accelerate the layout of new 10,000 lumen projection products
In the engineering display market, the layout of 10,000 lumen models is not only the patent of the head brand, but also the must for emerging brands, not only the upgrade direction of DLP products, but also the "main market goal" of 3LCD products: industry experts pointed out that the technological progress of light sources has made the former high-end label of Wanlumens "not only popular, but also acceptable in cost". In the consumer market, the trend of 10,000 lumens replacing the previous 8,000-9,000 lumens models is very obvious.
For example, Guangfeng Technology's Activated Color S Series Engineering Projector projection products (also known as SU Series) use a 0.67-inch monolithic DLP technology solution that uses a power supply of 1000 to 1500 watts and can provide brightness performance from 10,000 lumens to 16,000 lumens. For example, the SML-PU10K/PU12K launched by Visionroth also adopts a 0.67-inch DMD light valve, combined with the SLPL fluorescent two-color wheel system, telecentric light path design, liquid-cooled heat dissipation technology, to achieve high brightness of 10,000 lumens and 12,000 lumens, to meet the needs of high-quality high-brightness engineering applications. Similar products include UB1060D, Sonok SNP-DU12K, Barco G62-W11, Ricoh PJ LU10600 and many other new products.
In addition to the pursuit of 10-lumens in DLP series products, the popularity of 1-160-10-lumens of 3LCD models has also begun. For example, the 2021 upgrade LWU1260-DPS of Christie's DPS series has reached a high brightness of 12,000 lumens, which uses a 0.76-inch 3LCD light valve system, consumes only 850 watts, and weighs only 24 kilograms without lenses. As the upstream manufacturer of 3LCD projection light valves, Epson launched the 10,000 lumen model very early, and began to lay out the laser 10,000 lumen model market with economical spacing in 2019, such as CB-L1070, CB-L12000Q and other L series classic models can provide high-brightness products from 10,000 to 30,000 lumens through larger size light valves.
A DMD of 0.67 or a 3LCD of 0.76 can provide 10,000 lumens of projectors, which is a major advance in the engineering projection industry! Industry insiders pointed out that "the development trend of small light valves and high brightness is mainly due to the performance improvement of laser light sources, which will inevitably trigger a new round of engineering display brightness upgrade boom!" ”
A new generation of laser light sources, bringing more "imagination"
2021 is a year for a new generation of "laser light source lasers" to accelerate their entry into the market, and it is also a key year to further promote the "brighter or lighter" upgrade of laser display products.
Industry insiders pointed out that from the data indicators, the current laser engine on the DLP model can achieve the energy efficiency of the whole machine of more than 10LM/W, if the use of brightness priority color wheel, you can further increase the brightness of more than one or two percent. This is due to the improvement of the luminous efficiency of the new laser chip and the advancement of high-power single-chip technology, and the upgrade of the emerging phosphor technology, so that the fluorescence conversion system can withstand the impact of higher brightness.
The above two key advances are combined with the laser light source itself, the solid light source is more reliable, the inherent thermal adaptation of the semiconductor chip is more redundant, and the thermal management system design advantages of contactable heat dissipation are combined to allow the laser display on the high-brightness model, especially the lightweight high-brightness model, and the small light valve high-brightness model, and the effect of far exceeding the mercury lamp projector is "an inevitable innovation goal". In particular, the 3LCD model using reflective phosphor color wheel technology can even achieve a total weight of about 15 kilograms on 10,000 lumens, and the lightness of the product is further improved.
Under the support of laser light source technology, 0.47-inch low-cost DLP solutions have achieved the popularization of 4000-6000 lumen engineering projection models, which is already the trend of the times. The core advantage of this technical solution is that "the product cost is lower, the market is more universal, and the weight and volume of the product are reduced" - the 6000 lumen model "dares to use thin and light" to describe, which is something that could not be imagined before.
With a larger light valve, the brightness of the laser projection is inevitable: in other words, the 0.67-inch light valve, which is twice the area of 0.47 inches, only needs to use a double laser and a more reliable fluorescent color wheel material to achieve universal brightness. This actually makes the high-brightness laser engineering projector below 15,000 lumens, whether it is DLP or LCD technology, not face the "production capacity and supply bottleneck at the light valve end", which in turn produces the market result of "the overall brightness of the engineering projection is moved up and the popularity of 10,000 lumens is generated".
There is no need for 3DLP, nor the need for a large size of high-cost light valves", which is why the 10,000 lumen projection breaks through the "bottleneck of upstream supply". Industry experts pointed out that a new generation of laser light source systems is bringing unimaginable upgrade space to the projection industry. The continuous improvement of laser light source efficiency is also the "most wonderful" new basic support technology in the projection industry.
Competition upgrades, pushing up the new demand for "brightness breakthroughs"
From the "application point of view" of the engineering projection industry, "lack of brightness anxiety" has always existed. In other words, if you can use a higher brightness model at the same cost, the vast majority of customers will be "very willing". In terms of market consumption, the core of restricting the popularity of high-end high-end bright products has never been the demand side, but is limited by product costs and high-end light valve supply.
In this context, supply-side upgrading has become the main tool for engineering projection companies to compete. On the one hand, in recent years, with the accelerated rise of domestic engineering projection brands, the 4000-9000 lumen models have become increasingly competitive. Relying on the supply of local industrial chains and the first-mover advantage of local innovative enterprises in laser light sources, they often have a competitive advantage in "economic models". From high-end business education to the mainstream engineering market, the share of local projection brands has increasingly matched, and even surpassed foreign brands.
At the same time, local engineering projection brands will not "independently and forever tie their hands on low-level competition". For example, Guangfeng has pushed the extreme brightness model to 60,000 lumens, and listed 20,000 to 60,000 lumens 3DLP models, its market supply capacity is not lagging behind any foreign brand - constantly challenging the technology and supply peak, is the inevitable choice of every local projection brand.
On the other hand, the growth of independent brands in the domestic projection market has brought greater market competition pressure to foreign brands. Especially in the household consumption and cheap business education markets, foreign brands have lost their share dominance. This has increased the dependence of traditional projection giants such as Sony and Epson on the engineering market. Combined with the competition between some traditional foreign projection brands in the engineering projection circle and local innovative brands, the engineering projection market has almost become a "must-compete, life and death place" for foreign investment.
However, in the face of the pattern of "must compete", what can be the strategy of foreign brands? In addition to the advantages of traditional word-of-mouth and channel relations, it is more important to "come up with differentiated products". This has led to the brand of "actively improving the brightness standard of engineering projection", not only local innovative enterprises, but also all foreign market participating brands - although it is not a concerted effort to make the engineering projection 10,000 lumens market "a new "C position" that every brand must compete for, but it is indeed "under the pressure of competition, 10,000 lumens has become one of the main battlefields of blood shopping".
Even, industry insiders believe that as almost all brand owners complete the layout on Wanluming, the next Wanlumen project projection battle will further diffuse to more technical dimensions such as "who can be lower cost, who can be lighter and thinner, and who can take the lead in getting 4K". At present, 10,000 lumens have formed a substitution effect on 9,000+ brightness, and it is likely that the procurement standards of some 8,000+ lumen engineering projects will be raised to a higher "quality" standard of 10,000 lumens in the future.
In summary, the big contest of 10,000 lumen engineering projections is inevitable. This is the inevitable trend of "three-way drive" of technological progress, competition upgrading and consumption upgrading. Striving to accumulate and achieve technology and scale leadership in Wanliu luminance models is a "must-answer question" for all participating brands in the domestic engineering projection market!