On August 2, AVC released a summary of the smart projection market in the first half of 2024. According to the data, in the first half of 2024, the retail volume of the home smart projection online market will be 2.705 million units, a year-on-year increase of 3.4%; The scale of retail sales was 4.08 billion yuan, down 12% year-on-year.
Smart projection
According to CNMO, consumers' preferences for smart projection are changing. AVC consumer survey data shows that in 2020, the factor of buying smart projection products out of early adopter psychology accounted for 27%, but by 2024, it will only account for 12%. The analysis points out that consumers pay more attention to the actual use experience of products, such as the atmosphere created, the large-screen viewing experience and the intelligence brought by technological progress. Another "bad news" is,Consumers use smart projection products frequently"Low frequency use"The proportion of users has reached 54%.
However, laser projection is one of the few bright spots in the industry, and its market share is growing steadily. The data shows that in the first half of 2024, in the traditional e-commerce smart projection market, the retail volume of laser projection will account for 12%, an increase of 6 percentage points compared with the whole year of 2023; Retail sales accounted for 32%, an increase of 12 percentage points from the full year of 2023.
AVC predicts that the omni-channel retail volume of China's home smart projection industry will reach 6.4 million units in 2024, an increase of 4.6% year-on-year. Due to the high share of low-end products in the market, which has lowered the average market price, the retail sales scale is expected to be 9.7 billion yuan in 2024, a year-on-year decrease of 7.3%.