I. Market Overview and Main Points
The micro-intelligent projector market in mainland China has experienced rapid growth in 2014 (the annual industry growth is around 120%, reaching 300,000 units/year). By 2015, due to the upgrading of upstream core devices, the growth rate of the industry has increased. Decline, but the market as a whole shows a trend of further prosperity. It is expected that the industry will reach more than 450,000 shipments in 2015. However, based on uncertain factors in the “Dual 11†and “Dual 12†e-commerce shopping festivals unique to the Chinese market, the final data may be higher than the above-mentioned forecast of the prosperity of the smart projection market, not only limited to the increase in sales volume of sales. Also reflected in two aspects:
1. Significant increase in participating brands. In addition to more small and medium-sized brands, Lenovo, the leader in the global PC industry, started to lay out the microfinance industry as early as 2014. New products have already been listed or crowdfunded in the near future. Appliance giant Haier (commander) also basically synchronized the above rhythm. In addition, it is reported that internet companies Xiaomi and LeTV may also release smart projection products in 2016. Even in the recent CCTV News Network news report on the “National Weekly Public Venture Innovation Week†screen, Haier’s board chairman Zhang Ruimin’s personal smart screen presentation to Premier Li Keqiang was introduced. This is evident.
2. The capital market favors the smart micro projection industry. Public information was displayed in 2014-2015. The industry’s leading venture capital companies such as Kingview Core Vision, Fire Music, Extreme Meter, Digital Technology, World Airlines, PaPaTV and others completed financing. In addition, the industry’s The mature brands of Cool Music, Schindler Optoelectronics, Haiwei (Jiawei), Huayi, Zhige, Divine Paintings, etc. may also expand financing or directly access the capital market.
Currently, the intelligent pico projector can provide different luminance of 10---1000 lumens, and the resolutions are: nHD (640360, Q720P), VGA (640480), WVGA (800480), SVGA (800600), WSVGA (1024600), XGA ( 1024768), WXGA (1280800, 720P+), 1080P and other different specifications, performance, specifications are no longer a major obstacle to the development of LED pico projector market.
In the third quarter of 2015, the market was still mainly based on a 0.3-inch WVGA (854480) handset and a 0.45-inch WXGA (1280800)-based laptop. The specific brands that can be counted are: Cool Music Vision, Extreme Meter, Haier (Little Shuai), Nuts, Cool Diss, Vivitek, Philips, Acer, BenQ, Midea, Midea, Lenovo, Hai Micro, Brick Cast, and China. Yang (Da Yue), Hua De (Van Sio Fei), Zhi Ge, Bo Si Ni, papaTV, Li Caiyun, Divine Painting, Ke Ruo, Newman, Mi Gao, Shan Shui, Hong Tian Can, Rui Shi Da, AAXA, SK About 50 or so.
The Mini projector research organization (hereinafter referred to as MPR) expects that the mini-projector market will experience rapid growth from the fourth quarter of 2015 after experiencing a gradual increase in the first three quarters of 2015. Especially in handheld products. However, to achieve greater development in the civilian and consumer digital fields, no matter how the product form is positioned, the decline in product prices and the improvement of the cost-effectiveness are the contents that must be improved. Through continuous monitoring of the market, MPR launched the China Mini LED projector market analysis report (short version) in the third quarter of 2015.
Micro-projector definition: Each type of projection product with a host volume within 2000cc, the main light source is LED (projection product with laser + LED hybrid light source, the volume is generally more than 3000cc), and the display device is generally DMD.
Second, the total volume of domestic micro-projector and brand TOP10
Market popularity: From the change in the heat of the Baidu Index (20150601--20150930), it can be seen that the mini-projector industry is still in the normal fluctuation stage, and there is no trend change in market attention.
“Peak Projector†Baidu Index Volatility Chart in the Third Quarter of 2015
"Pico Projector"'s fluctuations in the Taobao Index in the third quarter of 2015
Market features:
In the domestic market, smart pico projectors have always been based on high-definition (higher than 200 ANSI lumens, volume 500 - 2000CC) portable products, handheld micro-projection (built-in battery, brightness is generally below 200 lumens, volume Below 500cc is supplemented. This situation was broken in 2015. In 2013, the proportion of sales between the two is roughly 60 (portable): 40 (handheld), and by 2014 it is 55:45. It is expected that this ratio will be the first time in 2015. The subversion is 40:60. The sudden rise of Sichuan Xunda (the main handheld micro light projection engine) from the upstream light engine factory can also support the aforementioned market trends. If the future 0.3-inch high-definition products are further biased toward the handheld form, the balance of the above ratio will obviously tilt toward the handheld micro-projection. This market trend is in line with the trajectory of developed markets such as the United States and South Korea. It also further confirms the inevitable logic of the transformation of miniature projection from traditional projection to mobile, consumer, and experiential products.
Specific to the display technology, DLP basically eliminated LCOS technology (in addition to the lowest-end toy-type products, such as music as the "Le Xiaobao" child micro-cast using lcos technology), become the dominant technology. In the actual market sales, local brands are significantly ahead of overseas brands. In addition to the new Jin, SK introduced the laser hand-held projection, the other is basically LED-based lighting technology.
The main users and potential users of Pico Projector have the following characteristics: age 25---55 years old, core age 30-45 years old, but in the recent 1 year, they have begun to show a younger trend and further to 25--29 years old. After 80's proliferation. Men occupy more than 80% (the female users of handheld products have begun to grow significantly, and individual brands even reach a ratio of more than 30%). Users are mainly concentrated in Guangdong, Jiangsu, Zhejiang, Beijing, Shanghai and other rich regions. In the micro projector sales channel, the e-commerce platform has become the main channel, accounting for more than 50% of sales. Industry sales and special channel sales are the core of physical access.
Total market:
The monthly sales volume (non-production) of smart mini projectors in mainland China rose to 37,000 units in this quarter, of which about 13,000 were portable models and about 24,000 were handhelds. Accounting for about 20% of the total sales of the projector industry, this ratio has been significantly higher than the global scope, LED micro projectors account for about the proportion of the entire projector industry (about 11%).
China's Miniature Projector Market Brand Focuses on TOP10 in the Third Quarter of 2015
300 lumens (200--600 lumens) of portable micro-projection products are mainly located in home theaters. The products include: Polar meters Z3S, Z4X, Cool music as X5, Nuts G1, Haier UFO, Lisson Q5, Divine painting Y1. LG PB60, Chi song CX5, BenQ TW3, Huayi V5 and more than 10 models, including Sichuan rice occupy a clear advantage. High-definition portable products below 300 lumens are gradually being eliminated in the market. The basic consensus of the market is that with the portable machine at 300 lumens or more, the main performance will be basically accepted by the market, and the focus of market attention will gradually shift to prices, additional functions, and product forms.
Handheld micro-projection products are mainly positioned in the form of mobile theaters and mobile phone projection partners. With the blowout of the smart phone market, there has been a significant increase in the market for handheld micro-investment. Representative brands include Cool Vision, Haier, Lenovo, Philips, Gengwei, Haiwei, Brick Cast, Cool Diss, Overlord Rabbit, Huayang Da Yue, Divine Painting, Meigao, papaTV, Overlord Rabbit, E-Kangle, Bossini, Keruo KOHO, Tisoo, OUO, NET, Yucai, Aodian, Chi Air BHP, Didi, Yan He, Shanshui, Optimism, SKtelecom, ASUS, Wade Vaughan, AAX, Amy, etc. One brand, Shenzhen Cool Music, occupies a clear advantage.
Third, the Chinese mainland market new attention TOP10
Fourth, the Chinese mainland market mini projector application field TOP5
According to statistics, we can see the feedback from the existing and potential consumers of the pico projector on the use of the product. At the same time, survey information shows that consumers and potential consumers of smart pico projectors are often digital and outdoor sports enthusiasts and photography enthusiasts, and these features deserve attention.
The marketization of micro projectors originated at the end of 2008. Based on its brand-new features such as its portability, mobile, long-life, maintenance-free, and outstanding color performance, it has become more oriented toward new uses such as home entertainment, video, and mobile. The "smart" upgrade since 2013 has incorporated micro-projectors into the smart hardware industry. With the improvement of product performance, cost-effectiveness, and market promotion, it is believed that smart mini projectors will be widely used in film, entertainment, business, teaching and other fields in the future.
The micro-intelligent projector market in mainland China has experienced rapid growth in 2014 (the annual industry growth is around 120%, reaching 300,000 units/year). By 2015, due to the upgrading of upstream core devices, the growth rate of the industry has increased. Decline, but the market as a whole shows a trend of further prosperity. It is expected that the industry will reach more than 450,000 shipments in 2015. However, based on uncertain factors in the “Dual 11†and “Dual 12†e-commerce shopping festivals unique to the Chinese market, the final data may be higher than the above-mentioned forecast of the prosperity of the smart projection market, not only limited to the increase in sales volume of sales. Also reflected in two aspects:
1. Significant increase in participating brands. In addition to more small and medium-sized brands, Lenovo, the leader in the global PC industry, started to lay out the microfinance industry as early as 2014. New products have already been listed or crowdfunded in the near future. Appliance giant Haier (commander) also basically synchronized the above rhythm. In addition, it is reported that internet companies Xiaomi and LeTV may also release smart projection products in 2016. Even in the recent CCTV News Network news report on the “National Weekly Public Venture Innovation Week†screen, Haier’s board chairman Zhang Ruimin’s personal smart screen presentation to Premier Li Keqiang was introduced. This is evident.
2. The capital market favors the smart micro projection industry. Public information was displayed in 2014-2015. The industry’s leading venture capital companies such as Kingview Core Vision, Fire Music, Extreme Meter, Digital Technology, World Airlines, PaPaTV and others completed financing. In addition, the industry’s The mature brands of Cool Music, Schindler Optoelectronics, Haiwei (Jiawei), Huayi, Zhige, Divine Paintings, etc. may also expand financing or directly access the capital market.
Currently, the intelligent pico projector can provide different luminance of 10---1000 lumens, and the resolutions are: nHD (640360, Q720P), VGA (640480), WVGA (800480), SVGA (800600), WSVGA (1024600), XGA ( 1024768), WXGA (1280800, 720P+), 1080P and other different specifications, performance, specifications are no longer a major obstacle to the development of LED pico projector market.
In the third quarter of 2015, the market was still mainly based on a 0.3-inch WVGA (854480) handset and a 0.45-inch WXGA (1280800)-based laptop. The specific brands that can be counted are: Cool Music Vision, Extreme Meter, Haier (Little Shuai), Nuts, Cool Diss, Vivitek, Philips, Acer, BenQ, Midea, Midea, Lenovo, Hai Micro, Brick Cast, and China. Yang (Da Yue), Hua De (Van Sio Fei), Zhi Ge, Bo Si Ni, papaTV, Li Caiyun, Divine Painting, Ke Ruo, Newman, Mi Gao, Shan Shui, Hong Tian Can, Rui Shi Da, AAXA, SK About 50 or so.
The Mini projector research organization (hereinafter referred to as MPR) expects that the mini-projector market will experience rapid growth from the fourth quarter of 2015 after experiencing a gradual increase in the first three quarters of 2015. Especially in handheld products. However, to achieve greater development in the civilian and consumer digital fields, no matter how the product form is positioned, the decline in product prices and the improvement of the cost-effectiveness are the contents that must be improved. Through continuous monitoring of the market, MPR launched the China Mini LED projector market analysis report (short version) in the third quarter of 2015.
Micro-projector definition: Each type of projection product with a host volume within 2000cc, the main light source is LED (projection product with laser + LED hybrid light source, the volume is generally more than 3000cc), and the display device is generally DMD.
Second, the total volume of domestic micro-projector and brand TOP10
Market popularity: From the change in the heat of the Baidu Index (20150601--20150930), it can be seen that the mini-projector industry is still in the normal fluctuation stage, and there is no trend change in market attention.
“Peak Projector†Baidu Index Volatility Chart in the Third Quarter of 2015
"Pico Projector"'s fluctuations in the Taobao Index in the third quarter of 2015
Market features:
In the domestic market, smart pico projectors have always been based on high-definition (higher than 200 ANSI lumens, volume 500 - 2000CC) portable products, handheld micro-projection (built-in battery, brightness is generally below 200 lumens, volume Below 500cc is supplemented. This situation was broken in 2015. In 2013, the proportion of sales between the two is roughly 60 (portable): 40 (handheld), and by 2014 it is 55:45. It is expected that this ratio will be the first time in 2015. The subversion is 40:60. The sudden rise of Sichuan Xunda (the main handheld micro light projection engine) from the upstream light engine factory can also support the aforementioned market trends. If the future 0.3-inch high-definition products are further biased toward the handheld form, the balance of the above ratio will obviously tilt toward the handheld micro-projection. This market trend is in line with the trajectory of developed markets such as the United States and South Korea. It also further confirms the inevitable logic of the transformation of miniature projection from traditional projection to mobile, consumer, and experiential products.
Specific to the display technology, DLP basically eliminated LCOS technology (in addition to the lowest-end toy-type products, such as music as the "Le Xiaobao" child micro-cast using lcos technology), become the dominant technology. In the actual market sales, local brands are significantly ahead of overseas brands. In addition to the new Jin, SK introduced the laser hand-held projection, the other is basically LED-based lighting technology.
The main users and potential users of Pico Projector have the following characteristics: age 25---55 years old, core age 30-45 years old, but in the recent 1 year, they have begun to show a younger trend and further to 25--29 years old. After 80's proliferation. Men occupy more than 80% (the female users of handheld products have begun to grow significantly, and individual brands even reach a ratio of more than 30%). Users are mainly concentrated in Guangdong, Jiangsu, Zhejiang, Beijing, Shanghai and other rich regions. In the micro projector sales channel, the e-commerce platform has become the main channel, accounting for more than 50% of sales. Industry sales and special channel sales are the core of physical access.
Total market:
The monthly sales volume (non-production) of smart mini projectors in mainland China rose to 37,000 units in this quarter, of which about 13,000 were portable models and about 24,000 were handhelds. Accounting for about 20% of the total sales of the projector industry, this ratio has been significantly higher than the global scope, LED micro projectors account for about the proportion of the entire projector industry (about 11%).
China's Miniature Projector Market Brand Focuses on TOP10 in the Third Quarter of 2015
300 lumens (200--600 lumens) of portable micro-projection products are mainly located in home theaters. The products include: Polar meters Z3S, Z4X, Cool music as X5, Nuts G1, Haier UFO, Lisson Q5, Divine painting Y1. LG PB60, Chi song CX5, BenQ TW3, Huayi V5 and more than 10 models, including Sichuan rice occupy a clear advantage. High-definition portable products below 300 lumens are gradually being eliminated in the market. The basic consensus of the market is that with the portable machine at 300 lumens or more, the main performance will be basically accepted by the market, and the focus of market attention will gradually shift to prices, additional functions, and product forms.
Handheld micro-projection products are mainly positioned in the form of mobile theaters and mobile phone projection partners. With the blowout of the smart phone market, there has been a significant increase in the market for handheld micro-investment. Representative brands include Cool Vision, Haier, Lenovo, Philips, Gengwei, Haiwei, Brick Cast, Cool Diss, Overlord Rabbit, Huayang Da Yue, Divine Painting, Meigao, papaTV, Overlord Rabbit, E-Kangle, Bossini, Keruo KOHO, Tisoo, OUO, NET, Yucai, Aodian, Chi Air BHP, Didi, Yan He, Shanshui, Optimism, SKtelecom, ASUS, Wade Vaughan, AAX, Amy, etc. One brand, Shenzhen Cool Music, occupies a clear advantage.
Third, the Chinese mainland market new attention TOP10
Fourth, the Chinese mainland market mini projector application field TOP5
According to statistics, we can see the feedback from the existing and potential consumers of the pico projector on the use of the product. At the same time, survey information shows that consumers and potential consumers of smart pico projectors are often digital and outdoor sports enthusiasts and photography enthusiasts, and these features deserve attention.
The marketization of micro projectors originated at the end of 2008. Based on its brand-new features such as its portability, mobile, long-life, maintenance-free, and outstanding color performance, it has become more oriented toward new uses such as home entertainment, video, and mobile. The "smart" upgrade since 2013 has incorporated micro-projectors into the smart hardware industry. With the improvement of product performance, cost-effectiveness, and market promotion, it is believed that smart mini projectors will be widely used in film, entertainment, business, teaching and other fields in the future.
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