Laser TV to independent projection market is currently dynamic?

Laser TV to independent projection market is currently dynamic?

Brands focus on rankings: traditional brands still dominate

The ranking of brand attention in the third quarter of 2017 is not much different from that of the second quarter. The traditional projector brand still occupies the top five positions, while the top meter is still the sixth position. In the past two years, Internet brands have made great strides in the projector industry, mainly affecting the emerging projectors: micro projectors and laser televisions. And these projector veterans still occupy the main market share of traditional projectors.

Epson released new products in the second quarter, and no new projectors were available in the third quarter. From the perspective of the second quarter's development, Epson still focuses on the traditional market. It has launched a laser-engineering projector and innovatively launched a reflective ultra-short-focus product on educational products, while commerce is lighter and easier to use.

BenQ held a full range of laser projector conferences in August to formally strengthen its laser strategy. Since the release of a single product and test of water laser projection from 2012, BenQ has completed the full coverage of engineering, business, education, home and other market segments. Laser has become an important element of BenQ.

Sony and Matsushita did not have large-scale new products in the third quarter. Overall, the two brands still took the high-end route. Both business and education focused on the high-end market. Projecting projectors also strengthened the advantages of lasers. These two brands have first-mover advantage and traditional channel advantages, so brand awareness is still high enough.

NEC released a high-end business projector in August. It introduced a new series of new high-end LCD business projectors, the new CF6600U series. NEC's high-end commercial LCD projectors cover four CF6600U, CF6600W, CF6700X and CF6500X models. , HD, light and easy.

On the other hand, Miji released three laser TVs, from 4K two-color laser to A1 entry-level laser TV with 1080P resolution and mid-range upgrade A1 Pro. Three laser TV products helped Mimi expand its product line, upgrading from a micro-investment brand to a large screen R&D company.

Optoma released 3 home projectors for 4K projectors in the second quarter, including a laser positive projector. The nuts released the 1895 projector in the third quarter. The appearance of the old projector is similar to that of the microprojection industry.

The most popular product: price/performance becomes the focus of attention

The BenQ W3000 continues to occupy the top spot in the list of attention, this 1080P entry-level product is cost-effective, while emphasizing the color performance. Although BenQ W3000 is still a product of bulb light source, it is indeed competitive. The Polar Rice H1S is currently one of the flagship products of the pico projector industry, and it is also an upgraded version of the H1 explosion model last year. Therefore, the degree of attention in the third quarter has also increased. Although Xiaoshuo Cinema UFO Future Edition, Panasonic WX3300, and BenQ W1070+ and Epson CB-S04 are not new products, their cost performance is relatively high. The nuts S1 Pro is a laser television product, the price is very favorable.

The prices of these 10 products are basically between 3,000 yuan and 5,000 yuan. Only the price of nuts S1 Pro is higher, but this is a laser television, not a traditional projector product. Taken together, traditional projector consumers are still too unacceptable for prices that are too high.

Entertainment projection price system: 5000 yuan is still a watershed

Products under 3,000 yuan accounted for 50.6% of the attention, almost half of the attention rate shows that the projector industry still can not accept high prices. The sales of high-end customized projections in the Chinese home market were only 10,000 units a year. The proportion of 4,000 yuan to 6,000 yuan and 6,000 yuan to 10,000 yuan also accounted for 23%, which shows that ordinary consumers pay attention to high-priced projectors, which is an improvement over the previous quarter.

Functional focus distribution: Short focus and 3D still occupy the focus

Although many projectors do not emphasize their own 3D features, consumers are still very concerned about this feature. The 30.5% attention rate shows that among the consumers who buy projectors, the demand for 3D is still relatively high. In fact, this is relatively easy to understand: Because the user groups who buy projectors are basically familiar with the crowd of the display industry, so they have more desire for fresh experience. Short shots, as a practical function, have also received 37.8% of the attention. The cost of buying houses in China is increasing, so the space will not be particularly abundance. The short shot will allow the projector to project a large picture at a shorter distance. Technology naturally becomes the focus of attention.

Compared to the previous quarter, in fact, Q3's projector market focus has not changed much, and the home market is still the focus of attention. Of course, the traditional projector market sales are actually educational and business projectors, but the two types of products are basically purchased through large orders. The purchaser will not pay too much attention to the specific model of a certain product. They are usually given Your own custom needs. The theater projector is actually a broad concept, including some models of business and education, but also includes micro-speculation and traditional home bulb projectors.

Brightness distribution: 3000 lumens into the purchase starting brightness

Consumers have 60.9% of the attention for light sources of 4000 and 5000 lumens, while the traditional practical application of 3000 to 4000 lumens only accounts for about a quarter. This shows that consumer demand for high-brightness projectors continues to increase, but also shows that the emergence of laser light sources, has greatly increased the overall brightness of the projector. The current brightness of projectors is currently being transitioned from 3000 lumens to a higher 5000 lumens, which is a major trend in projector brightness in 2017 and beyond.

The attention rate of Ultra HD 4K projectors has been upgraded from 29% in the second quarter to 41%, which means that consumers’ acceptance of 4K projectors is getting higher and higher, and with the advancement of Internet technologies and shooting technologies, 4K is now available. The more entertaining the film source has been, the apparent demand for 4K projectors is rising. And in the engineering market, the trend of upgrading 4K high-end products is also obvious. The purchaser's requirement for resolution is no longer a sufficient attitude for 1080P.

Special attention: Faster laser TV growth

As of the third quarter of 2017, sales of traditional LCD TVs fell 7.4% year-on-year, while sales of laser TVs increased significantly by 224% over the same period, while quantum dot TVs and OLED TVs increased by less than 100%, respectively, at 44% and 96% respectively. Far less than the increase in laser television.

The basis of laser television is a reflective ultra-short-focus projector, which integrates speaker products, intelligent systems and anti-light curtains into a new form of large-screen display products, and can achieve more than 100 inches of screen display in the home. This is an advantage that traditional LCD products do not have. Now the promotion of laser TV brand, almost all emphasize that their products are not traditional projectors, their confidence in the product is stronger, that the future of laser TV is to fill the size of the weapon, its sales are not comparable to the traditional projector. However, at present, the sales volume of lasers is still at the level of 100,000 units a year in the country.

In the third quarter of 2017, laser television became the two points of the projector market, although many laser television brands are clamoring for “independence”. After the mini-projector's fever last year, this year's innovation is not much, whether it is brightness or resolution, or the price has not changed significantly. In the commercial market, highlights, high scores, and intelligence have become the labels. Educational markets such as NEC, Epson, and other brands have injected new elements of reflective ultra-short focus technology into the market, which has given the market a new application experience; Market lasers have become the absolute main force. With the continuous reduction of laser light sources, this trend can only be more and more obvious. In the end, what will be the year-round performance of the projector market in 2017? With the quarter-second and one-second spending in the fourth quarter, it is believed that we will soon receive the final result. Please also continue to pay attention to our annual projector survey report.

1, attention degree research method

This report is mainly based on ZDC's own research and development of "Chinese Internet users attention analysis system" for research. The system keeps track of online activities of Zhongguancun online websites and other cooperative websites nesting in Zhongguancun online website product database 24 hours a day, and classifies netizens from different IPs, and integrates clicks obtained by relevant PC manufacturers and brands. Statistically, the netizens' attention to the PC was calculated.

Degree of Concern: Or Concern is the percentage of clicks in a category that represent the same type of information as a percentage. The high degree of concern indicates that the information is more valued by consumers, and the degree of attention can be used as a powerful data support for analyzing the historical situation and predicting future development.

2, market size research methods

ZDC makes full use of the advantages of Zhongguancun Online's own product library, as well as good resources in manufacturers, channel distributors, and industries, and obtains first-line information and second-hand research materials through direct and indirect investigations, and ZDC market analysts conduct relevant data information. Evaluation, analysis, and finally obtainable ZDC research report.

• Direct information channels

Zhongguancun Online has 85 sub-stations across the country, and investigators are stationed at all sub-stations. Professional analysts and investigators maintain a direct and close relationship with local manufacturers, distributors, and users. They regularly investigate and track local markets to obtain first-hand data and information.

• Indirect information channels

Based on China's ICT industry, Zhongguancun Online has maintained close contact with relevant industry associations during the establishment of more than 10 years. It can regularly obtain a large number of dynamic data and information from industry associations and markets.

Zhongguancun Online, which ranks the forefront of China's science and technology professional websites, has established a good cooperative relationship with numerous upstream manufacturers, manufacturers, and channel distributors. Vendors and channel distributors will also inform Zhongguancun Online of the latest information from time to time.

ZDC also obtains data and information from third parties to understand the overall ICT market conditions and development trends in China, and to track information and materials related to key companies or manufacturers in terms of product technology, market and competitive strategy, sales and service. The sources of second-hand survey data and data are: news reports, industry media, corporate annual reports, Internet/Web sites, and other materials that are beneficial to this report.

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