The pattern of China's domestic projector market has changed, this time not only sales, sales growth.
According to the "Tracking Report of China's Projector Market in the Fourth Quarter of 2021" released by IDC, the domestic home projector shipments last year were 3.48 million units, an increase of 16% year-on-year, and sales of 12.4 billion yuan also increased by 18,3%.
In the ranking of manufacturers, Fengmi Technology ranked third with a share of 5%, which is not only the first time that their ranking has entered the TOP3, but more importantly, Fengmi has focused on opening up a new track of home laser projection in 2021, and now it is like a rocket to become the top three in the market.
China's domestic projectors are growing at a high speed: the Z generation crowd has become the mainstream consumers The rise of domestic brands
Historically, projectors have been produced as early as the 1950s, and in the past 70 years, they have experienced many technological changes in their development, and the market has expanded from the early 2B fields such as enterprises, education, and factories to the current home scenes, and watching high-definition movies with projectors has also become a trend.
Domestically, in recent years, China has been the world's largest projector market, according to IDC data, China's projector shipments in 2017 were 3.16 million units; in 2018, China's projector shipments were 4.35 million units, an increase of 37.7%; in 2019, China's projector shipments were 4.62 million units, an increase of 6.2%; in 2020, China's projector shipments were 4.17 million units, down 9.7% year-on-year; 2021 China's projector shipments were 4.7 million units. An increase of 12.7% year-on-year.
As for this year, IDC expects that in 2022, China's projector market sales are expected to exceed 5.6 million units, an increase of nearly 20% year-on-year, looking to the future, by 2026, the projector market compound growth rate will still exceed 17%, the future will still maintain rapid growth.
At the same time of rapid growth, the user group of projectors has also undergone tremendous changes, with the advancement of projector technology, we no longer use it as a "PPT player" for meetings, but a "new platform" that can bring a new experience, with a large screen, high picture quality, easy to use, and easy to carry.
Now the Z generation population has become the mainstream consumers, their acceptance of the projector is higher, but also deduced a lot of new scenes and new ways to play, such as those who rent outside the young people, they will not choose the TV, because the moving is inconvenient, the projector occupies a small area, the screen is large enough, you can also enjoy the cinema-level blockbuster at home on weekends, and you can also easily connect mobile phones and tablets to play games with large-screen projection, the effect is more shocking.
Along with the development of projectors in the domestic market there is also the rise of domestic brands, before the United States, Japan companies because of the early start and occupy most of the projector market, but in this wave of home projector market, domestic brands later on top, as shown in the IDC report, fengmi as the representative of the domestic manufacturers suddenly emerged, in just a few years to reshape the projector market pattern.
This time, the domestic brand not only lowered the threshold of the projector, but also hit the price of tens of thousands of dollars to the level that ordinary young people can afford, but also achieved a counterattack in technology, especially laser projection technology.
Domestic brands open the era of laser micro-projection: ALPD laser technology to achieve dimensionality reduction
In the decades of history of the invention of the projector, most of the time is synonymous with high prices, tens of thousands or even hundreds of thousands of prices only enterprise-level users can afford to buy, and before the technical restrictions, one of the core components of the luminous bulb life is short, to often change, affordable is not necessarily affordable.
Compared with the traditional light source, the laser as a projection light source has great advantages, with higher brightness, good directionality, long service life, high energy efficiency, more energy saving and environmental protection, etc., can help small fuselage projection to create a brightness of more than 1000 ANSI lumens, greatly expanding the application scenarios of projection.
This also allows domestic brands to seize the opportunity to achieve overtaking, and the parent company of Fengmi Technology is Guangfeng Technology (688007. SH), the latter is known as the "king of new display", the company's founder and chairman Dr. Li Yi in 2006 from Silicon Valley back to China founded Guangfeng Technology, in 2007 the world's first ALPD (fluorescent laser technology) technology route, the first to achieve technology industrialization, the application field covers laser projection, laser engineering, laser business education, home audio and video and so on.
And in 2016, it set up a subsidiary, Fengmi Technology, specifically for the C-end market, to explore the application of laser display in the home movie viewing environment with laser TV, laser micro-projection and other equipment.
What are the advantages of ALPD laser technology? In simple terms, it is based on laser excitation fluorescent materials, mixed multi-color laser, both laser and fluorescence, integrated the advantages of both, abandon the shortcomings of both, revolutionary solution to the laser display industrialization encountered 2 major difficulties - performance and cost, because the previous RGB three-color laser technology cost is too high, and the speckle problem affects the picture quality, the price can not be reduced, let alone let ordinary consumers afford it.
A simple example, in 2017, the price of 100-inch laser TV was generally more than 30,000 yuan, and Xiaomi hit the price to 9999 yuan, relying on ALPD technology, which directly made the laser TV have the possibility of popularization.
In addition to relying on the core technology, Fengmi also developed the projector's OS operating system - FengOS, which is a system that has been transformed into a projection screen, with massive resources, supports intelligent voice technology, self-developed FAV picture quality engine, FAA sound engine can effectively improve the viewing experience, and can also connect mobile phones, tablets, computers and other smart device projection, becoming a smart center in the home.
Laser micro-projection products enter the explosive period of Fengmi "crazy betting"
At present, the use of projection scenarios is more and more abundant, whether it is outdoor camping or watching videos at home, online classes, to adapt to more complex ambient light, and the laser light source from the birth of its own brightness advantage, easily reach 1200 ~ 3000 ANSI lumens, especially suitable for home scenes.
As IDC predicted, in the next few years, the national projector market will continue to maintain rapid growth, several domestic brands at the same time, Fengmi has sufficient development potential after winning the top three positions, laser micro-investment has become their main force, 2021 will begin to bloom everywhere, this time they want to "crazy bets".
At the Chongqing Wisdom Expo in August 2021, Fengmi released a new category of ultra-short throw laser projectors for the first time, and released the first product of the category - "Space Master" Fengmi R1 ultra-short throw laser projector, making full use of the ultra-short throw advantages of ALPD laser display technology, at a distance of 1 meter, you can put 150 inches of super large surface, up to 200 inches, compared to telephoto projection, the screen is more than 13 times larger, whether it is living room or bedroom can easily project a giant screen theater, Even the smallest space can rival the feeling of watching a blockbuster in a theater.
2 months after the release of the R1 ultra-short throw laser projector, Fengmi officially released the Fengmi R1 Nano ultra-short throw laser projector, Fengmi X1 laser projector and Fengmi P1 pocket laser projector three epoch-making new products, to achieve from ultra-short throw, telephoto all-round, and mini portable, laser micro projection category of diversified coverage, but also marks the full opening of the laser micro projection era.
Taking the Fengmi X1 laser projector as an example, the laser light source optical machine used is currently the core device of the optical machine with the highest energy efficiency ratio in the industry, and the thickness of the whole machine is only 2.5 cm, which is about equal to the diameter of a 1 yuan coin, but the brightness has reached the high brightness of 1400 ANSI lumens.
These laser micro-projection products have advanced technology and excellent experience, and the different combinations of telephoto, short focus and portability meet the needs of different groups of people in the market, and the differentiated competitive advantage is obvious.
Outlook 2022: Fengmi accelerated shuffle laser micro-investment market
Thanks to the technical advantages of Fengmi, Fengmi's laser micro-projection products have also achieved excellent results during the annual promotion of 618 and Double 11, during the Double 11 period, the GMV of Fengmi's whole network exceeded 200 million, the sales of Fengmi laser projection exceeded 10,000 units, and R1 Nano became the first laser projector sold by Tmall.
Jingdong tracking data shows that in 2021, the sales of Fengmi Jingdong's flagship store increased by 80% year-on-year, of which Q4 doubled year-on-year. In terms of magic mirror data, Q4 Fengmi's own brand online (Tmall + JD.com) sales increased by more than 80% year-on-year.
In addition to the explosive growth of online channels, Fengmi is also creating a wider coverage of offline channels, the first offline experience store opened in Chongqing in May 2021, and opened a number of experience stores during the year, through the Fengmi home system to restore the real use of life, to create a closer product experience.
It is foreseeable that after the construction of the power channel, whether online or offline in 2022, fengmi technology with technical advantages is expected to further enhance its competitiveness and product share, the domestic laser micro-investment market will be further reshuffled, and the gap between fengmi and the second place in the domestic market will be rapidly narrowing.