Nuts and Zhima have both received hundreds of millions of yuan in financing, why is intelligent projection once again optimistic about capital?

Ms. Qu, who just moved to Beijing some time ago, considered her needs for home games and movie watching, and planned to buy a home projector. When asked why she did not choose to buy a color TV, she told the State Grid reporter that compared with the color TV, the projector is easy to carry, which is more suitable for her state of renting.

Among the home projector users contacted by the Reporter of China's Home Grid, many of them are Ms. Qu's case, their labels are young users, need to rent, superimposed on the impact of the epidemic on the extension of home time, the intelligent projection industry (the intelligent projection here only refers to "home intelligent projection", the same below) ushered in a period of rapid development.

Recently, smart projection brand Zhima Cinema TV (hereinafter referred to as "Zhima") announced the completion of a series A financing of 100 million yuan, with a valuation of more than 1 billion yuan. In March this year, another smart projection brand "JMGO Nuts" also received 1 billion yuan in financing. Behind this round of financing of the two intelligent projection brands, there is no shortage of well-known investment institutions, Zhima is led by CICC Capital, and Nut has the figure of investors such as OPPO and Junsheng Capital.

The attention of the capital market to the smart projection industry has once again increased, reflecting some foreseeable development opportunities in the latter. So, is there a relationship between smart projection and color TV? Why can nuts and hemp be favored by the capital market?

There is a squeeze on the demand for color TVs, but smart projection will not become a substitute for the former

In contrast to the state of rapid growth of intelligent projection year after year, the market performance of color TVs that are also consumer electronics products has declined for many years. Although the traditional color TV market has entered the stock market, but the penetration rate of smart TV is constantly improving, and is more and more people regarded as the control center of smart home, so a number of consumer electronics industry analysts in an interview with the State Grid reporter, they all believe that smart projection is not a substitute for color TV, the two from the positioning and characteristics, although there is a certain competitive relationship, but not a relationship of one or the other.

Liu Dingkun, a senior analyst at RUNTO Technology, told the State Grid reporter that with the improvement of living standards, consumers' demand for home audio and video entertainment has shown a trend of large screen and the pursuit of the ultimate experience, so under the development trend of large size of the display, intelligent projection has the advantages of cost and portability.

Of course, intelligent projection also has the advantages of adjustable picture size and eye protection function publicity. However, it should be noted that it has higher requirements for environmental brightness, poor experience in bright light, and the overall picture quality, sound quality and other performance are inferior to color TV products, which also shows that smart projection is more inclined to hit the personalized use needs of early adopters.

"The current attributes of smart projection in the Chinese market are diverse and changeable, with consumer electronics, fashion products, portable, outdoor and other characteristics." Dong Min, deputy secretary-general of the China Electronic Video Industry Association, told the State Grid reporter that in the comparison between smart projection and color TV, smart projection, as the "second" TV in the home, began to enter the bedroom, and there are also a large number of young consumers, rental consumers, and theater enthusiasts, who have no obvious demand for TVs, and buy smart projections for cost-effective and portable reasons.

The epidemic has driven the development of the "home economy", and the intelligent projection station has developed the outlet

At present, the epidemic has driven the development of the "home economy", the stay at home time is longer, the intelligent projection large-screen video, entertainment, office and other functions are favored by young consumer groups, while the current intelligent projection industry is still in the dividend period, small and medium-sized enterprises to seize the market at low prices, the industry consumption threshold is low, these objective factors have boosted the development of the intelligent projection industry to a certain extent. In the long run, the continuous upgrading of smart projection products will meet the diversified needs of consumers, and the status of smart projection families is rising, which is expected to become the entrance to the family scene in the AIoT era, and will also lay a good foundation for the future development of the intelligent projection industry.

According to RUNTO data, China's smart projection market sales reached 4.803 million units in 2021, an increase of 29.0% year-on-year, even in 2021, when there is a shortage of cores and few goods, the smart projection market still continues to grow at a high speed. At the same time, the sales volume of the domestic intelligent projection market increased by 6.3 times in 2016-2021, and the compound annual growth rate of the industry reached 36.2% in five years.

To some extent, nuts and zhima, which have received hundreds of millions of yuan of financing this year, have caught up with an important stage in the development of China's intelligent projection, and the common advantages of the two are development opportunities and time windows.

As one of the earliest and most representative brands in the intelligent projection industry, nuts are just in the early stage of user cognition of intelligent projection, the development path is mature, and at this stage, it has created a smart home projection ecology of "terminal + content + platform + software" based on software and hardware products.

Although Zhima only launched intelligent projection for the first time in 2021, last year was also the year when intelligent projection was widely recognized by capital and technology, becoming the most dazzling subdivision of the consumer electronics category. Zheng Shuang, an analyst at the consumer electronics division of Aowei Cloud Network (AVC), told the State Grid reporter that at present, Zhima has the advantages of brand positioning, channel selection, product pricing and enterprise launch in the layout of intelligent projection, one is for the Z generation trend technology brand, which is in line with the current intelligent projection consumer body; The second is to actively layout Douyin e-commerce, and the brand fans have exceeded 300,000; Third, the product price is about 1,000 yuan, which is in line with the current industry consumer price acceptance; Fourth, the core team is from the domestic leading technology enterprises, and a full-ecological R&D experimental center has been established in Shenzhen.

For the future development of the intelligent projection industry, Dong Min expressed an optimistic view, he predicted that the next step in China's intelligent projection industry will enter a rapid development stage of technology and brand competition, and the retail scale of China's projection market will most likely exceed 10 million units in the next 3 years.