According to data from industry organization Lotu Technology, in the first half of 2024, the omni-channel market sales of smart projection (excluding laser TV) in China will be 2.889 million units, a year-on-year increase of 3.5%; The sales volume was 4.76 billion yuan, down 10.2% year-on-year.
Judging from a single number,In the first half of the year, the smart projection market maintained"The volume increased slightly, but the amount still declined sharply。 Such a market background shows that,The "average price" of smart projection is still declining,Low-priced products are the main theme in the market。
Products below 2,000 yuan account for 8 percent
According to the online monitoring data of Lotu Technology (RUNTO), in the first half of 2024, in the online market, the sales share of the price segment below 2,000 yuan has been close to eighty, an increase of 12.1 percentage points over the same period last year, and the online sales volume of each price segment below 2,000 yuan have increased year-on-year, with the price segments of 499 yuan, 500-999 yuan, and 1,000-1,999 yuan increasing by 22%, 31% and 16% respectively.
The reason why smart projection below 2000 yuan can continue to grow,Lotu believes that,On the one hand, it comes from the reduction of the price of products of the same grade on the enterprise side,On the other hand, it comes from the downward movement of the purchase structure of consumer products。
Correspondingly,2000Yuan or more in each price segment of the intelligent projection is the collective sales volume"shrinking",In addition to4000-4999The price segment benefits from the good performance of laser products,Slightly decreased1%Except for the slight decrease,The decline in other price segments is more than 25%.
An industry source told the "Audiovisual Circle": That is to say, the current consumption pattern of the intelligent projection market has a very clear "dividing line": that is, 2000 yuan is the critical point of "positive and negative growth" of intelligent projection. Smart projection below 2000 yuan is a positive growth trend, while more than 2000 yuan is a trend of "negative growth" across the board.
Why is 2000+ smart projection under pressure on sales?
2000+ yuan or more intelligent projection in the first half of this year to encounter "sales pressure" reasons? Some industry experts believe that there may be the following two reasons.
First, the "endogenous force" of intelligent projection product technology is still not really mature. For example, innovations in lasers, especially trichromatic light sources and gimbal projection, are still in their early stages and are still far from being able to provide a large supply of cheap, universal products.
Although,In the first half of the year, the major DLP head brands launched some high-end flagship projections in the name of three-color laser and PTZ function,On the surface, it seems to bring "novelty" to the industry, but in fact, most of these flagship new products are priced higher than the other, the pricing is above 8000+, and some new products are directly above 10,000 yuan.
Although the performance attributes of these high-end products continue to refresh the industry highs, their pricing and popularization are a bit "disconnected" from the needs of the low-to-mid-end market. At the same time,Low-end popularizationDLPThe projection is relatively lacking in technology、Application and other solutions,To put it bluntly,At present, projectors are more"New bottles of old wine",Let consumers in performance and application and other dimensions a little "aesthetic fatigue"。 As a result, more than 2000+ smart projections are facing sales pressure on the market side.
Second, the "extrusion" from competing products. The emergence of the "people-friendly price" of super-large giant screen LCD, as well as the "hot" of mobile smart screens, have also "inhibited" the growth of mid-to-high-end smart projection to a certain extent.
Take the flagship smart projection released by many brands on the market in the first half of the year as an example,The pricing of these new products is in5000+,And this price can almost be bought85+Giant screen LCD,Especially during this year618During the 100-inch/98Large screen LCD pricing, the price has dropped to about 8000 yuan。 Such a price is just in front of the positioning of high-end intelligent projection,This is also bound to affect consumers' choice of high-end intelligent projection in the market。
In addition,There is also the new category of mobile smart screen"Rise",It relies on portability and aesthetic appearance,This makes it in the home entertainment scene"Role"The category is gradually expanding,This also has a certain impact and pressure on high-end intelligent projection"Influence"。
2000+After the pressure on the mid-to-high-end projection market, some DLP brands chose to "quit"
It is reported that at present2000+In the high-end intelligent projection market, almost all of them are dominated by DLP technology. As the sales volume of this range market is under tremendous pressure, this also makes the DLP brand pattern "change".
First, the brand pattern of the DLP market has stabilized and is extremely high oligopoly. According to Lotu Technology(RUNTO)Online monitoring data,2024In the first half of the year,The top four brands in the online market in terms of sales volume and sales volume are XGIMI、Nuts、Dangbei and Vidda,The total sales share reached86.6%,Concentration(CR4)Increased by 1.8 percentage points year-on-year;The total sales share reached 90.3%,Up 3.2 percentage points year-on-year。
Second, DLP projection brands also have "people" to opt out. In the first half of the year, the highly concentrated state weakened the market vitality, and the 2000+ mainstream market was facing a huge market force. Therefore, in the first half of this year, DLP brands began to withdraw one after another. The number of brands on sale in the DLP market decreased from 68 in the first half of 2023 to 65 in the first half of 2024.
At the same time, in the first half of 2024, the number of brands on sale with 1LCD projection will reach 243, an increase of 25 over the same period last year. Many brands that took the lead in the layout of DLP, such as Big Eye Orange and Tmall Magic Screen, including Youku, which has just entered the game, have added 1LCD product lines, while home appliances/IT brands such as Lenovo, Konka, Xiaopai, LeTV, etc. have increased their layout in the 1LCD field.
So"One increase and one decrease",It also strongly and clearly reflects the current situation of the intelligent projection market。 That is1LCDprojection is dominating in the momentum in an all-round way,And DLP to "turn over",It is necessary for upstream chip suppliers TI and various terminal manufacturers to have more "cost-effective" new products in the research and development of low-end products"Come out",This may have the opportunity to "reshape" the glory of the past。