The projection industry in 2017 is full of buzz: Because some product areas are developing strongly, the beneficiaries are naturally delighted; in other product areas, the market is cold, and unprofitable people will cry. This structural imbalance has further changed the balance of strength among the industry brands. A new shuffle has already been heard in 2017.
1. The laser continues to grow at a high speed In terms of growth performance, the most proud plate in 2017 is none other than laser. Full-caliber products continue to maintain a double growth. The scale of nearly 300,000 units in the whole year not only reached the market's initial expectations, but also created the “myth of new annual volumeâ€.
From the home market, laser products accelerate landing. Including laser TVs, sales of at least 70,000 units are close to half of the high-brightness large-screen home theater projection market. The high-speed growth has benefited from the decrease in product costs, the increase in market supply, the upheaval of Internet fan culture of nuts, rice and millet, and promotion of key nodes. For example, in the double-eleven market, the sales volume of one brand of laser TVs for nuts is 6,000.
In the education market, laser projectors have shown three new trends this year: First, the proportion of laser products in the overall education market has reached more than half, and the sales volume of ** lamp products has been exceeded. This means that teaching projection is entering. "Laser era." Second, the increase in the proportion of laser projection products has effectively improved the “profit structure†of the education market. In the second half of 2017, the purchase price of whiteboard in the education market** increased by nearly 10% year-on-year. Third, 2017 is the first year of laserization in the higher education market. The 4000-5000 Lumen higher education models have achieved better marketing under the price offensives of Sony and other brands. Higher education projection lasers have lagged behind the general education market and become the most dominant area for lasers.
Another segment of the development of laser projectors is the engineering market: "70% of engineering lasers" is already the norm in the second half of the year. This makes the engineering market lasers practically mainstream. The industry even believes that in two or three years, the projection of ** lamp project will soon exit the market. The market practice in 2017 also proved that the latter is more popular among the monolithic DLP low-cost ** lamp models and laser long-lasting light sources. This year, new changes have also taken place in the project projection brand. Local and Taiwanese manufacturers have increased their product development by more than 10,000+ lumens, and have begun to take up some market share in the ultra-high-end market. At the same time, the pricing strategies of Taiwanese and local brands have also led to a year-on-year decline in the engineering market with same-brightness product prices. Engineering customers have the ability to choose higher brightness products, and the overall brightness level of the engineering projection market has reached a new level.
Although the development of laser projection has made great achievements in the home, education, and engineering markets, the commercial market is still "light": the core reason is that the mainstream price of retail business is difficult to exceed 5,000 yuan, which limits the application of laser products. The secondary reason is that the rise of large-size LCD products has captured some of the business market, especially the demand for high-end display. At the same time, in engineering business applications, small-pitch LEDs are also "branched." The commercial display market in 2017 can be said that "other than lasers," other product types "are all good."
Speaking of the price factor, in 2017, the laser still did not give much power: one or two became the main price drop, and the market significance of laser products was generally limited at the high price. 1080p household products still need at least 12,000 yuan. The price of 4K laser products is even higher. The 720p-level business education products have not yet reached the threshold of a large-scale breakthrough. - This has led to the 2017 growth of the laser projection market, more from the "inertia effect" rather than a breakthrough in the laser product itself. The latter is particularly evident in the commercial market: The commercial market lacks the historical inertia of laser products, which means that it is difficult to achieve growth.
From this point of view, the future development of laser projection has two possibilities: first, continue to maintain a relatively stable, but a slow decline in the price trend, but the rate of decline fell, the growth rate decreased; Second, efforts to break through the price bottleneck, in order to significantly reduce prices For the core in exchange for product growth. The common point of these two models is that “market sales growth will not be too fast†and there is no basis for rapid improvement in the profit performance of manufacturers.
It is precisely because the rapid price breakthrough can not bring direct increase in profits, so the 2017 laser market chose a relatively stable price strategy. It is believed that this state of rational management will be the tactical choice of the "most hopeful" tactics of the manufacturers for a long time to come.
2. Micro-investment sales record hit a record high From the perspective of quantitative growth, the micro-investment industry built new achievements in 2017: the actual increase of 300,000, the total scale of nearly one million units, created a new history of micro-investment, and also created A new history of home projection panels.
From the time distribution of micro-investment sales, the fourth quarter is still a "big event." Double 11 and Double 12 both accounted for nearly a quarter of the annual sales. In the first half of the year, the market basically showed "unexpected bottlenecks." The fundamental reason for the contrast between the market trends in the first half of the year is that "decent price wars will occur in the second half of the year, especially in the fourth quarter," while most of the new products in the year will also be large-scale supply in the second half of the year.
The sales volume of "low before and after high" and the price of "before and after high" - this is the basic pattern of the micro investment market. This pattern reflects the "sensitivity" of the micro-investment market to product prices. In the first half of 2017, the market price dropped by only 10% year-on-year, and the year-on-year decline in the second half of 2017 was more than 30%. That is, more than half of the annual price adjustment will be completed in the second half of the year.
For the changes in the price of micro-invested products in 2017, the industry believes that there are three reasons: First, the sales volume in the first half of the year is not satisfactory. In the second half of the year, brand owners have a demand for “recoveryâ€, and naturally, they will make greater price offensives; second, micro- Investment products, especially 700+ bright products, have been supplied on a large scale, and the advantage of scale manufacturing has caused a drop in costs. Third, the number of participating brands and the supply of products in the micro-investment market have also increased, which has intensified market competition and promoted products. Prices fell further.
In the context of the new low prices of micro-invested products in 2017 and new high sales volume, the micro-investment market has also produced a “better looking†product innovation performance.
Although, from the perspective of high-end products, 1080p micro-investment failed to further break the brightness bottleneck, 1200-1300 lumens is still the machine limit after optimization. However, 700 lumens have already picked up the flag in the second half of the year. In the same period in 2016, it was 500 lumens. From the perspective of resolution, the proportion of 1080p products in the mainstream market of the year accounted for half of the market, and the market has formed an alternative trend of 1080p to 720p. The market's 1080p micro-investment sales were almost 4-5 times that of 2016.
"Without the breakthrough of the limit index, there is a 'solid' landing for high-performance product applications." From the latter point of view, 2017 is the “year of technological innovation†in the micro investment industry. The "1080p" and "1000 lumens" products that appeared in the middle of 2016 all produced "bumps in sales."
If the high-end products of the kingpin products are the trend of the industry, then this trend will naturally help the "mainstream brands" in the micro-circulation circle to consolidate their positions. In the whole year's market, the two strong nuts and rice are becoming stronger. The sum of the two market scales has exceeded the total size of the microfinance industry in 2016. After the micro-investment market has formed two strong players, there are no followers, but there are still a number of second-tier brands and the new army joining the "due generation" structure.
However, from the perspective of market development, the industry is still optimistic about the "continuing volume" of the micro-investment industry. Even someone has proposed the ultimate goal of 3 million units in the year. From this point of view, the advantages of nuts and rice are still "limited" for the total market potential. The huge incremental space is the key to more brands still being able to confidently complete the micro investment industry. That is to say, as long as we grasp the incremental space in the next few years, the advantage of the leader is not terrible. This is why the micro-investment market is still tempted by price and blood, and everyone is brave enough to move forward under the two oligarchs. .
3. The pain that the price war had to mention When referring to the price trend in 2017, the price cut was still the “only mainstreamâ€. This under the background of the entire projection industry, especially the limited growth of the traditional sector, is regarded as "industrial pain."
From the highest-end market, the laser movie projector industry even has a price war. Sony publicly mentioned 4K products that are more economical in price. The independent technology and brand partner of Zhongying Guangfeng is to “reduce its own responsibility†by reducing the operating costs of the local cinema. In this regard, the industry's basic view is that "competition and technology maturity" determines the price trend of the digital projector market.
In the same field of high-end engineering, price wars do not fall. On the one hand, the slightest price advantage is still the advantage of Taiwan-based and local laser brands competing with European, American and Japanese brands. On the other hand, local and Taiwan-based laser products are advancing toward the ultimate brightness of 10,000+ lumens. The brand's traditional "hold" is gradually being broken. Of course, the average price of laser projection is generally higher than the ** lamp, which makes the initial purchase price of the engineering market increase. However, taking into account the 500-1500 hours life of the engineering ** lamp light source, and the gap between the life of the laser, the increased price of the laser product may not be able to fill the cost of "saving without updating the light source". The latter makes the entire engineering industry, if there is no increase in sales volume, may fall into the dilemma of decline in total sales - the good news is that the engineering market continues to maintain an increase of about 15% per year, there is no problem.
For the education market, 2017 is a good year. As already mentioned above, laser products account for more than half, which directly leads to a rebound in the average market price. This compensates for the operational challenges brought about by the decline in the total education market. However, these achievements cannot hide the decline in the prices of products for the general education and higher education markets. Higher education market 4000-5000 brightness product prices fell up to 30%, cheap laser highlighting education machine became a manufacturer slogan. Although the general education market has eased the downward trend in product prices, it still has a 1-2% price drop, and the proportion of the yuan-rated products in the market has increased significantly.
Of course, the biggest pain point in the price war will always be on home projectors: 700 lumens 720p micro-investment products, the lowest price of 1999 yuan, 1080p micro-project product minimum price of 2799 yuan, 1100 lumens highlighting 1080p micro-investment minimum price of 3399 yuan; 4K projector At the beginning of the year, the lowest price of the market still needs 30,000 yuan. At the end of the year, BenQ directly launched 9999 yuan 4K models - the latter let the traditional ** lamp 2K projector almost lost the price Aspect; and ** lamp light source 800 * 600 resolution Rate entertainment models, the lowest price of only 2200 yuan ... ... In this regard, the industry that "every household increments are exchanged for the price, are bloody."
There is also a commercial projection market that also believes in price wars. The commercial projector market is still dominated by LED products, and the sales price of similar products has dropped by nearly 10% throughout the year. However, for commercial products that have a relatively low mainstream price of 3,000-4,000 yuan, the price decline will not be able to form an effective market impact: that is, the change in average sales price is limited - after the price decline, the market is more to accept higher-end Products, rather than blindly following the low prices; at the same time, the commercial market did not get the increase in total sales from the price drop. In 2017, under the dual competition of interactive tablets and small-pitch LED screens, the market size of commercial projections also shrank slightly.
In short, the price war is still a shadow of the projection market. Especially in the context of rookie brand emerging, although the price war is not the manufacturer's wish, it is a reality that must be accepted. Even new technologies such as lasers cannot save this trend. Even the laser itself is a victim of price wars.
4. Great Harvest and Great Challenges in the Engineering Market In 2017, the “Most Profitable†segment of the projection industry remained the engineering market. At the same time, the new scale of nearly 30,000 units throughout the year reached a record high. However, in the context of profitability, the engineering industry is also undergoing new changes.
First of all, the engineering display application focuses on the emphasis on product technology, and emphasizes the transformation of system capability and cost economy under reliable technology. The reason for this change is that highlighting projects are no longer scarce products. Taking 4000-6000 Lumen products as an example, almost all mainstream brands have similar products. Even Hisense, who only has a home market for laser televisions, has 4000+ brightness laser products. This is the result of the generalization and high degree of maturity of the technology. Based on this, homogeneity of industrial enterprise engineering products is no longer a “pseudo-propositionâ€, and emphasizing cost advantages in homogenous competition is bound to become a mainstream topic.
Second, 2017 is the first year of the project's "full high-end layout." The representative event is the gradual increase of 10,000+ lumens of products from the Taiwanese and local laser projection brands. This change and laser technology are more suitable for high-brightness products, and there is a certain relationship between the maximum brightness index supported by the DMD light valve of the Texas Instruments monolithic DLP system. The industry believes that the 10000+ brightness products will also form a "more full supply" pattern after the 8000 stream brightness laser products have achieved market penetration.
Third, new changes have taken place in the way of engineering projection market in 2017. On the one hand, the application of higher brightness products has increased. The special law of the engineering projector market is that “brightness is always the bottleneck of many customer experience valuesâ€. In the increasingly popular and mature background of high-brightness products, the average price of high-brightness products has been lower, which will inevitably lead more customers to choose brighter products. This gives the entire engineering market a tendency to apply the brightness reference as a whole. On the other hand, there is a trend of “combination†of project leasing, project purchase, and project financing. That is, integrators or brand owners need to provide partial financing support for the project itself. This leads to an extension of the product's final payment cycle in project projection sales. Industrial companies have increased their business risk in engineering applications.
Fourth, in the project projection panel in 2017, laser products accounted for nearly 70% of the total. This makes the engineering market almost a confrontation and a contest for laser products. The project projection market emerging brand, relying on the early deployment of laser products, the "time difference" advantage gradually lost, market competition from the "new technology and new concept" competition, has become a "traditional hard power" contest. This change in 2017 will help traditional brands to use their project engineering experience and the advantages of a sound channel system. It will also inspire new and innovative brands to develop higher-end products and even drive price wars.
In short, the project projection market with a small total size has undergone many very complicated industry changes in 2017. These changes have been accompanied by the rapid growth of the engineering market and the popularity of laser products. At the same time, they have brought about more profound market competition and more intense brand competition.
In this regard, people in the industry believe that after the laser products have completed the process of replacing the ** lamp engineering products, even if the engineering industry maintains a high level of growth, it will face a structural problem of “supply surplusâ€: including participating brands. Many, too many product models, and even highlight the excess technology will appear. From this point of view, 2017 will also be the "starting year" for a new round of brand elimination in the engineering projection industry. This is a question that the participating brands in the engineering market need to seriously consider.
5. New players in the home circle The Home Projection Market, which is the area where the “brand is the most complex†in the projection landscape. Even so, there are still a lot of rookies joining the home page in 2017. This has exacerbated the fierce market competition.
In 2017, Mijia Laser Projection went on the market and Xiaomi joined the projection camp. This year, Konka and Skyworth also launched a miniature projector. After the TV brands bid farewell to the rear projection TV, they again entered the projection market. Counting on Haier, Hisense, and Changhong, which have entered before, the mainstream TV brands in China have become projection players. TV brands that love the projection even include micro whale and storm, the emerging brand of the Internet.
If there is no screen television concept circle, domestic innovative laser projection brand circle, traditional projector channel own brand, micro projection and entertainment projection circle, and traditional projection brand, the current projection industry, especially the home circle, has almost three brand scales. Forty more.
The total size of the more than one million tens of units of the “three-forty-four†brand benchmarking “micro-projection + household-investment + laser-TV†actually means that each brand has a little “tricksâ€â€”this pattern is even more so in 2017. Obviously, only 1-2 new products were released throughout the year, occupying half of the home projection brands.
In this regard, industry research suggests that this reflects the market's expectation of high growth in the home projection market and its suspicion of such expectations. On the one hand, laser television has brought about a revolution in the experience of home projectors in bright environments, and micro-projection products have brought about the booming development of three million units. Both of these have given the market confidence in the projection of home screens. At the same time, from the base of the population of 1.36 billion people, the industry’s expected 3 million home projections per year are not “how big numbersâ€. Especially in the micro-projection to laser television, a wide range of applications, the allocation of this 3 million scale, it is "no pressure."
On the other hand, although home projections have such a high expectation, they are in a double crisis: First, there is a continuous price war, and brands with no price advantage have no advantage in terms of quantity. Whether it is laser television, intelligent micro-projection, traditional ** light projection, emerging 4K projection, every product line is like this. The impact of the price war has directly made the industry a war on money: For example, at the end of 2017, the industry leader Mimi had just completed the C round of financing, and the storm had just received 800 million yuan in ammunition support. This makes home projections profitable as a "suspicion." The second is the serious homogeneity of products. Although the product line for home products ranges from hand-held products to ultra-large 4K laser cinema projectors, the types of products are all “but not widely different among manufacturersâ€. That is to say, the new concepts such as home market in 4K, laser, 2K micro-projection, and high-brightness micro-projection are gradually becoming popular. After the concept of Internet is “playing badâ€, there is no “innovation point†that can reverse the industry structure. This makes many newcomers brands can not find their own value positioning point, they also lost the "do not use price war" into the field of home investment tactical choice.
In short, the domestic investment is still lively, and it is the most lively section of the projection map. The rookie is still emerging; but the market has already lacked enough subjects to accommodate newcomers. Under this pattern, the new people’s hardship is very obvious, that is, lack of positioning in the price war; playing a price war, not talking about burning money, but also difficult to obtain brand positioning with added value; instead of involving household projection, it is possible to see The next 3 million or even bigger home investment market is the meal of others... What kind of entanglement this kind of mood will be!
6. Temporary trend in education market temporarily
The education projection market in 2017 is very special, because it is a turning point in which educational projections have been hunted down by interactive tablets, sales have declined, and the market has basically stabilized.
First of all, from the perspective of sales volume, the proportion of educational projection products in the teaching display market in 2017 remained declining, but the decline rate was only half that of previous years. Especially in the fourth quarter, the decline has been significantly reduced. Secondly, from the perspective of sales, education projection product sales continued to decline year-on-year in the first quarter of 2017, gradually stabilizing in the second quarter, and slowing from flat to overtaking in the third and fourth quarters. Under this trend, in the second half of 2017, the average price of the teaching projection market even increased by 10%.
In this regard, many people in the industry believe that the most difficult period of teaching projection has passed. On the one hand, the replacement process for lasers is more than half, and the price of laser products is also much more stable than in previous years. This makes the market has a niche factor. On the other hand, interactive tablet replacements for teaching displays, market spaces where interactive tablets dominate, have been shuffled; future education projections are mainly found in large classrooms and higher education markets. This part of the market interactive tablet display screen size can not be satisfied. This provides a fundamentally stable market size factor.
The analysis of various trends shows that although the year-round data of 2017 still shows the shrinkage of the education projection market, its market essence has entered a “gradually stable periodâ€.
In response, the reaction of the brand market is that the speed of launching new products of laser projector education products has slowed down, and high-end high-brightness products have gradually become an essential product line. There are no new franchise brands in the industry in 2017. Some companies in the existing brands have contracted educational products. Line - The supply structure of teaching projection products shows the trend of "technical stabilization," "high-end indicators," and "decrease in total supply."
Education projections of this supply-side change in 2017 actually strengthened the “stable operating†of existing brands. The overall increase in the education projection market size, the growth in the market share of high-end private ownership, the stable technical shape of laser products, and the reduction in market supply have made it possible for industry brands to improve their profitability in education projection.
For the past five years, 2017 has been the worst year for education projection. Although the industry expansion is unpredictable, cold stability is still conducive to business stability. This situation is eager to continue in 2018 and becomes more apparent.
7. Local laser brand “finds†new momentum For the domestic laser projection innovative brand, 2017 is not an era of “full friendlyâ€. Due to the increasing intensity of market competition, the long-term operating capability of local laser brands is being tested.
The laser projector industry's 2014-2016 year can be said to be the time for local innovation brands to take the lead. During this period, Taiwanese and Japanese laser products are still immature and supply is limited. The banner laser innovation in the projection industry is in the hands of local innovative companies. The competitiveness based on the advantages of technology and innovation fully challenges the market territory of traditional projection brands.
However, Europe, the United States, Japan, Taiwan and projection brands will not always "after the release of", was the local laser companies hit "innovation time war." In 2017, the two-color laser projection showed the phenomenon that local brands and Japanese and Taiwan brands were released almost simultaneously. This shows that European, American, Japanese and Taiwanese projection companies have basically "recovered" the time lost in laser technology. In 2017, the advantage of the laser time difference of local projection innovation companies was almost exhausted.
If you do not have the leading edge in technology and the time difference in product layout, how will the competitive path of local laser brands go? This is exactly the new momentum that the local laser projection brand in 2017 needs to “findâ€.
On the one hand, it is to use the advantages of technology and products to develop core technologies and become the “first choice†of local laser brands. For example, Guangfeng further strengthened its cooperation with midstream and downstream enterprises, formed the camp of Guangfeng Army, formed a “community competitiveness†in the form of a multi-pronged approach, a full line of products, and a number of eco-partners, creating a core technology-centered ecosystem. For the carrier's higher competitiveness.
On the other hand, local companies further exert their advantage of “knowing peopleâ€. Based on the local circle's recognition of people, culture, and values, the combination of channel power is used as a link and a combination card is played. "The key commanding point for the competition between local brands and international brands is the 'hometown' advantage." Industry insiders believe that compared with foreign-funded enterprises, local brands directly target local demand without the need for intermediate agents and reconstruction of the value system, which constitutes a potential competitive advantage - "deep hole digging, grain accumulation" in the market, local brands In 2017, the battle for the entire project was strengthened.
At the same time, the local laser innovation brand has further exerted its production capacity and core technological advantages. We have developed a diversified business model including OEM, ODM, custom manufacturing, and joint investment to achieve further optimization and enhancement of the market structure, and profit from the laser process of brand products such as Ritai.
In short, for the domestic laser innovation brand in 2017, the market competition is not so “comfortableâ€. The rise of foreign brand laser products has increased market challenges and has driven the transformation and upgrading of the brand's strategic logic - even this task will continue for several years. This is a necessary battle for local innovation entrepreneurs to determine their fate.
8. The competition for new light sources is on the rise In 2017, the concept of “new light source†in the projector market continues to ferment. However, in the context of mass shipments of lasers and the continuous advancement of micro LED investment, HLD products are somewhat "weak."
First of all, laser products will continue to upgrade in 2017. The main performance is: 1.4000 lumens product popularization trend, ordinary business education and home machines have entered the 4000 lumens range, the industry believes that 4000 lumens in the future is likely to become the mainstream replacement of 3000 lumens products. 2.10000+ Lumen products began to increase significantly. The number of brands that can provide such high-quality products has doubled, and the acquisition of the Wanliu Ming market is considered to be a “survival indicator†of future project manufacturers. 3. Increased use of two-color laser products. However, subject to the changes in the cost of the two-color laser, such technologies have a great thunder and raindrop in the education and home market, and the main products are concentrated in engineering applications. 4.RGB's three primary color technologies have been further developed, and product richness has improved, but it is still not mainstream.
Second, the price decline in micro-investment LED light source products is the main trend in 2017. The 700-lumen system is already priced at about 500 lumens in 2016. 1000 lumens products have the opportunity to enter the popular market of less than 3,000 yuan. At the same time, there was a "brighter" product with 1300 lumen brightness. Some manufacturers stated that after optimization of heat dissipation, ordinary LED light sources can already support 2000 lumens of miniature projection products.
Third, HLD technology gained more recognition. Including NEC, BenQ and other brands are enhancing the technical support of such products. The industry believes that the future development of projection light source technology should not be a laser monologue. With the huge market and research and development investment in LED lighting and other fields, high-luminance projection products based on LED technology will also be an important direction. From the perspective of vendors, HLD technology is also a mature technology solution. Under the background of low R&D costs, adding a differentiated alternative is a good strategy for competition.
Of course, there are some bottlenecks in the development of new light source technologies. In 2017, the projection market, especially the consumer market, began to “dissatisfy†the noise performance of new light source products including laser, LED and HLD. The source of noise problems is the need for heat dissipation. Although the new light source product is known as "green energy", but the actual energy efficiency is still not over ** light products, while many new light source products focus on improving the brightness level, increasing the thermal load of the final model. In this context, projectors that make "quiet enough" for new light sources are very rare.
On the other hand, due to the need to inherit the complex heat pipe cooling system, new light source projectors also lack "light" products. In particular, laser and HLD light source projectors are basically "big heads" - this is seriously inconsistent with the demand for desktop placement in small and medium-sized meeting rooms in the commercial market. The large size of laser television products has also affected the convenience of home furnishings.
From the above perspective, the rapid development of new light source technologies and the highly market-accepted situation have been formed, but they have not yet reached the “more ideal†“heat power, cost, and brightness†balance. The problems in these areas are precisely the reasons for the “continue to survive†of ** light products. At the same time, 2017 ** lamp products also have a performance increase of more than 10% in life.
In the long term, after the new light source has solved the problem of life and brightness, high efficiency, low heat, light weight, and low cost are the main technical development directions of the projection light source. The progress in this area is still huge, and the upstream lighting industry still has a long way to go.
9. The channel market is still in a “structural revolution†In recent years, the change in the projection channel market has been turned upside down. In 2017, this trend is still deepening, and more new connotations evolve.
From the perspective of home projection, traditional IT stores have long been an ancient, professional home theater channel "entering the tangled period", and really get great development is the e-commerce channel - 80% of home computers in 2017 (micro-projection, home theater, laser television ) Sales through e-commerce channels (Tmall, Jingdong, official e-commerce platforms). However, under the background that e-commerce dominates, the number of offline channels and experience shops for “smart projection†and “laser television†in 2017 is also increasing. The home-investment channel has evolved from a simple "offline to online" transition to the future "O2O." This change has also been accompanied by changes in the cultural cognition of household investment from "professional products" to "ordinary household appliances" and "consumer electronics products." The latter constitutes a potential competition and impact on the traditional "home theater channel provider."
In the education market, tendering and bidding are still the main mode, and the law of the industry where the channel is obtained is still applicable. However, from the perspective of educational projection channel providers themselves, projecting a product line alone in education and education is already a “difficult†way. Education procurement has shifted from a single purchase projection to a "comprehensive information and intelligent teaching system" procurement model. The channels of the education industry must build the capacity of “integrated education informatization solution providersâ€.
At the same time, in 2017 under the background of education procurement "Information System Integration", the educational PPP model is also emerging. This has led to the disappearance of the concept of educational projection channels - replaced by integrated education service providers. Such service providers should provide "integrated education information products and content services" including integration, platformization, operations, and even financing support.
Retailers use the market, with the demise of IT retail channels, e-commerce has occupied half of the country. This trend was further strengthened in 2017. The pure Internet concept brands including polar rice and nuts introduced commercial projector products, and the “consumer IT†attributes of the retail business projection market were further enhanced. This is in sync with the increase in the “share†of e-commerce channels in overall office procurement, which further strengthens “e-commercialization of retail commerce channelsâ€. Even the supply of some so-called physical office appliance companies comes from the e-commerce platform.
In 2017, engineering projection channels also face some new changes. Mainly reflected in the growth of leased applications and projects that require financing support. This challenges the future of engineering channel providers to further enrich the business types and improve financial support capabilities. However, unlike home, education, and retail business, the technical and professional nature of the engineering market has made the distributors of this market the most powerful link in the entire industry chain.
As a whole, the retail channel segment (business, home) faces changes in e-commerce and de-professionalization. Especially for the home market, the industry believes that not only do European and American markets have "simple retail + DIY" application habits, it is not a purely professional home theater integration project; the domestic market is even facing "more incremental demand components, the more it tends to DIY" Market changes. Under this trend, the home retail channel channel will emphasize flux size and coverage in the future, and professional engineering service channels will become niche.
On the other hand, in the area of ​​channels that continue to be professional (education and engineering), the market increasingly needs integrated business capabilities. Including a variety of information technology products, multi-source display technology solutions, Internet technology, and even operations and content support, PPP financing support needs, so that this professional channel providers face "maintaining the professionalization of projection products" at the same time, "the surrounding specialty Capacity requirements also significantly enhance the upgrade challenge.
In short, the profound changes in the projection channel industry in 2017 continue. The core power of this channel change comes from: 1. The development of information and intelligence needs; 2. The growth of e-commerce; 3. The transformation of projection consumption culture. These three points will continue to dominate the "structural changes" of the projection channel system for a long time to come.
10. Industry competition is “more and more†dependent brand The projection market competition in 2017 is “brand-centricâ€. This is very different from the pattern of strong channel and technological innovation in previous years.
On the one hand, technological innovation has reached a bottleneck period. For example, laser display technology, whether it is laser television or engineering projection, has a "large-scale technology spillover" effect. That is, almost all market brands have the ability to launch various types of products. Even new franchisees can use OEM resources to provide a more powerful and improved product line. The difference in "product technology distribution" among brands in the market is more manifested in the difference in the "market segmentation target" rather than the "different product realization capability."
On the other hand, 2017 is a projection year for a new breakthrough in the “starved†technology layer. Although there is notable progress in each product line from lasers, LEDs to 4K, most of them are patchy, even price and cost-conscious. This kind of technological change cannot create differences between different brands that are "enough to cause a change in direction." That is, not only mainstream products are homogenized, but also mainstream technology evolution is homogenized.
Under the background of the lack of "conspicuous and distinctive product technology innovation" in the projection industry, the innovation of management culture forces has become more prominent. For example, the Internet culture of nuts and rice has occupied 70% of the sales volume in the home market, and it is advancing to the retail commerce market. The color TV culture represented by Hisense also profoundly affected the market's perception of laser television products and changed the consumer's choice habits. In this regard, smart projection technology also acts as a promoter of choice for cultural change. In a sense, smart projection is becoming a symbol of watershed between traditional brands and emerging brands.
The current status of these projection industries makes the selection of projection products in 2017 from the core of technological innovation from 2014 to 2016 to the core of “brand valueâ€. The typical phenomenon is Mi Jia laser television, and there is no transcendent technological innovation. Even if it is a low-level product from the basic performance indicators, it has won a large number of millet fans' orders. This is a victory for a typical brand culture.
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2017年投影行业的主è¦ç‰¹å¾æ˜¯â€œç¼ºä¹é‡å¤§å˜é©ã€å´åœ¨ç»†èŠ‚ä¸é…é…¿ç€ä¼—多çªå˜çš„ç§åâ€ã€‚è¿™æ ·çš„å¸‚åœºæ˜¯å……æ»¡ä¸å®‰ä¸ŽèºåŠ¨çš„，也是蕴**众多机é‡ä¸Žå±é™©çš„。深处其ä¸çš„厂商ã€æ¸ é“ç‰ä¼ä¸šï¼Œäº¦ä¼šâ€œç—›è‹¦å¹¶å¿«ä¹â€ç€ã€‚以æ¤ä¸ºåŸºç¡€ï¼Œåˆ™ä¼šå½¢æˆæŠ•å½±äº§ä¸šä¸åŒå“牌之间结构性的“战略分化裂痕â€ã€‚这些裂痕在未æ¥æ˜¯ä¸æ˜¯ç»§ç»æ‰©å¤§ï¼Œåˆ™å†³å®šä¸åŒå“牌的明天将会如何。
Smart TV/box information can focus on smart TV information network sofa butler (http://), China's influential TV box and smart TV website, providing information, communication, TV boxes, smart TVs, smart TV software, etc. Answering questions.
1. The laser continues to grow at a high speed In terms of growth performance, the most proud plate in 2017 is none other than laser. Full-caliber products continue to maintain a double growth. The scale of nearly 300,000 units in the whole year not only reached the market's initial expectations, but also created the “myth of new annual volumeâ€.
From the home market, laser products accelerate landing. Including laser TVs, sales of at least 70,000 units are close to half of the high-brightness large-screen home theater projection market. The high-speed growth has benefited from the decrease in product costs, the increase in market supply, the upheaval of Internet fan culture of nuts, rice and millet, and promotion of key nodes. For example, in the double-eleven market, the sales volume of one brand of laser TVs for nuts is 6,000.
Another segment of the development of laser projectors is the engineering market: "70% of engineering lasers" is already the norm in the second half of the year. This makes the engineering market lasers practically mainstream. The industry even believes that in two or three years, the projection of ** lamp project will soon exit the market. The market practice in 2017 also proved that the latter is more popular among the monolithic DLP low-cost ** lamp models and laser long-lasting light sources. This year, new changes have also taken place in the project projection brand. Local and Taiwanese manufacturers have increased their product development by more than 10,000+ lumens, and have begun to take up some market share in the ultra-high-end market. At the same time, the pricing strategies of Taiwanese and local brands have also led to a year-on-year decline in the engineering market with same-brightness product prices. Engineering customers have the ability to choose higher brightness products, and the overall brightness level of the engineering projection market has reached a new level.
Although the development of laser projection has made great achievements in the home, education, and engineering markets, the commercial market is still "light": the core reason is that the mainstream price of retail business is difficult to exceed 5,000 yuan, which limits the application of laser products. The secondary reason is that the rise of large-size LCD products has captured some of the business market, especially the demand for high-end display. At the same time, in engineering business applications, small-pitch LEDs are also "branched." The commercial display market in 2017 can be said that "other than lasers," other product types "are all good."
Speaking of the price factor, in 2017, the laser still did not give much power: one or two became the main price drop, and the market significance of laser products was generally limited at the high price. 1080p household products still need at least 12,000 yuan. The price of 4K laser products is even higher. The 720p-level business education products have not yet reached the threshold of a large-scale breakthrough. - This has led to the 2017 growth of the laser projection market, more from the "inertia effect" rather than a breakthrough in the laser product itself. The latter is particularly evident in the commercial market: The commercial market lacks the historical inertia of laser products, which means that it is difficult to achieve growth.
From this point of view, the future development of laser projection has two possibilities: first, continue to maintain a relatively stable, but a slow decline in the price trend, but the rate of decline fell, the growth rate decreased; Second, efforts to break through the price bottleneck, in order to significantly reduce prices For the core in exchange for product growth. The common point of these two models is that “market sales growth will not be too fast†and there is no basis for rapid improvement in the profit performance of manufacturers.
It is precisely because the rapid price breakthrough can not bring direct increase in profits, so the 2017 laser market chose a relatively stable price strategy. It is believed that this state of rational management will be the tactical choice of the "most hopeful" tactics of the manufacturers for a long time to come.
2. Micro-investment sales record hit a record high From the perspective of quantitative growth, the micro-investment industry built new achievements in 2017: the actual increase of 300,000, the total scale of nearly one million units, created a new history of micro-investment, and also created A new history of home projection panels.
From the time distribution of micro-investment sales, the fourth quarter is still a "big event." Double 11 and Double 12 both accounted for nearly a quarter of the annual sales. In the first half of the year, the market basically showed "unexpected bottlenecks." The fundamental reason for the contrast between the market trends in the first half of the year is that "decent price wars will occur in the second half of the year, especially in the fourth quarter," while most of the new products in the year will also be large-scale supply in the second half of the year.
The sales volume of "low before and after high" and the price of "before and after high" - this is the basic pattern of the micro investment market. This pattern reflects the "sensitivity" of the micro-investment market to product prices. In the first half of 2017, the market price dropped by only 10% year-on-year, and the year-on-year decline in the second half of 2017 was more than 30%. That is, more than half of the annual price adjustment will be completed in the second half of the year.
In the context of the new low prices of micro-invested products in 2017 and new high sales volume, the micro-investment market has also produced a “better looking†product innovation performance.
Although, from the perspective of high-end products, 1080p micro-investment failed to further break the brightness bottleneck, 1200-1300 lumens is still the machine limit after optimization. However, 700 lumens have already picked up the flag in the second half of the year. In the same period in 2016, it was 500 lumens. From the perspective of resolution, the proportion of 1080p products in the mainstream market of the year accounted for half of the market, and the market has formed an alternative trend of 1080p to 720p. The market's 1080p micro-investment sales were almost 4-5 times that of 2016.
"Without the breakthrough of the limit index, there is a 'solid' landing for high-performance product applications." From the latter point of view, 2017 is the “year of technological innovation†in the micro investment industry. The "1080p" and "1000 lumens" products that appeared in the middle of 2016 all produced "bumps in sales."
If the high-end products of the kingpin products are the trend of the industry, then this trend will naturally help the "mainstream brands" in the micro-circulation circle to consolidate their positions. In the whole year's market, the two strong nuts and rice are becoming stronger. The sum of the two market scales has exceeded the total size of the microfinance industry in 2016. After the micro-investment market has formed two strong players, there are no followers, but there are still a number of second-tier brands and the new army joining the "due generation" structure.
However, from the perspective of market development, the industry is still optimistic about the "continuing volume" of the micro-investment industry. Even someone has proposed the ultimate goal of 3 million units in the year. From this point of view, the advantages of nuts and rice are still "limited" for the total market potential. The huge incremental space is the key to more brands still being able to confidently complete the micro investment industry. That is to say, as long as we grasp the incremental space in the next few years, the advantage of the leader is not terrible. This is why the micro-investment market is still tempted by price and blood, and everyone is brave enough to move forward under the two oligarchs. .
3. The pain that the price war had to mention When referring to the price trend in 2017, the price cut was still the “only mainstreamâ€. This under the background of the entire projection industry, especially the limited growth of the traditional sector, is regarded as "industrial pain."
From the highest-end market, the laser movie projector industry even has a price war. Sony publicly mentioned 4K products that are more economical in price. The independent technology and brand partner of Zhongying Guangfeng is to “reduce its own responsibility†by reducing the operating costs of the local cinema. In this regard, the industry's basic view is that "competition and technology maturity" determines the price trend of the digital projector market.
In the same field of high-end engineering, price wars do not fall. On the one hand, the slightest price advantage is still the advantage of Taiwan-based and local laser brands competing with European, American and Japanese brands. On the other hand, local and Taiwan-based laser products are advancing toward the ultimate brightness of 10,000+ lumens. The brand's traditional "hold" is gradually being broken. Of course, the average price of laser projection is generally higher than the ** lamp, which makes the initial purchase price of the engineering market increase. However, taking into account the 500-1500 hours life of the engineering ** lamp light source, and the gap between the life of the laser, the increased price of the laser product may not be able to fill the cost of "saving without updating the light source". The latter makes the entire engineering industry, if there is no increase in sales volume, may fall into the dilemma of decline in total sales - the good news is that the engineering market continues to maintain an increase of about 15% per year, there is no problem.
Of course, the biggest pain point in the price war will always be on home projectors: 700 lumens 720p micro-investment products, the lowest price of 1999 yuan, 1080p micro-project product minimum price of 2799 yuan, 1100 lumens highlighting 1080p micro-investment minimum price of 3399 yuan; 4K projector At the beginning of the year, the lowest price of the market still needs 30,000 yuan. At the end of the year, BenQ directly launched 9999 yuan 4K models - the latter let the traditional ** lamp 2K projector almost lost the price Aspect; and ** lamp light source 800 * 600 resolution Rate entertainment models, the lowest price of only 2200 yuan ... ... In this regard, the industry that "every household increments are exchanged for the price, are bloody."
There is also a commercial projection market that also believes in price wars. The commercial projector market is still dominated by LED products, and the sales price of similar products has dropped by nearly 10% throughout the year. However, for commercial products that have a relatively low mainstream price of 3,000-4,000 yuan, the price decline will not be able to form an effective market impact: that is, the change in average sales price is limited - after the price decline, the market is more to accept higher-end Products, rather than blindly following the low prices; at the same time, the commercial market did not get the increase in total sales from the price drop. In 2017, under the dual competition of interactive tablets and small-pitch LED screens, the market size of commercial projections also shrank slightly.
In short, the price war is still a shadow of the projection market. Especially in the context of rookie brand emerging, although the price war is not the manufacturer's wish, it is a reality that must be accepted. Even new technologies such as lasers cannot save this trend. Even the laser itself is a victim of price wars.
4. Great Harvest and Great Challenges in the Engineering Market In 2017, the “Most Profitable†segment of the projection industry remained the engineering market. At the same time, the new scale of nearly 30,000 units throughout the year reached a record high. However, in the context of profitability, the engineering industry is also undergoing new changes.
First of all, the engineering display application focuses on the emphasis on product technology, and emphasizes the transformation of system capability and cost economy under reliable technology. The reason for this change is that highlighting projects are no longer scarce products. Taking 4000-6000 Lumen products as an example, almost all mainstream brands have similar products. Even Hisense, who only has a home market for laser televisions, has 4000+ brightness laser products. This is the result of the generalization and high degree of maturity of the technology. Based on this, homogeneity of industrial enterprise engineering products is no longer a “pseudo-propositionâ€, and emphasizing cost advantages in homogenous competition is bound to become a mainstream topic.
Third, new changes have taken place in the way of engineering projection market in 2017. On the one hand, the application of higher brightness products has increased. The special law of the engineering projector market is that “brightness is always the bottleneck of many customer experience valuesâ€. In the increasingly popular and mature background of high-brightness products, the average price of high-brightness products has been lower, which will inevitably lead more customers to choose brighter products. This gives the entire engineering market a tendency to apply the brightness reference as a whole. On the other hand, there is a trend of “combination†of project leasing, project purchase, and project financing. That is, integrators or brand owners need to provide partial financing support for the project itself. This leads to an extension of the product's final payment cycle in project projection sales. Industrial companies have increased their business risk in engineering applications.
Fourth, in the project projection panel in 2017, laser products accounted for nearly 70% of the total. This makes the engineering market almost a confrontation and a contest for laser products. The project projection market emerging brand, relying on the early deployment of laser products, the "time difference" advantage gradually lost, market competition from the "new technology and new concept" competition, has become a "traditional hard power" contest. This change in 2017 will help traditional brands to use their project engineering experience and the advantages of a sound channel system. It will also inspire new and innovative brands to develop higher-end products and even drive price wars.
In short, the project projection market with a small total size has undergone many very complicated industry changes in 2017. These changes have been accompanied by the rapid growth of the engineering market and the popularity of laser products. At the same time, they have brought about more profound market competition and more intense brand competition.
In this regard, people in the industry believe that after the laser products have completed the process of replacing the ** lamp engineering products, even if the engineering industry maintains a high level of growth, it will face a structural problem of “supply surplusâ€: including participating brands. Many, too many product models, and even highlight the excess technology will appear. From this point of view, 2017 will also be the "starting year" for a new round of brand elimination in the engineering projection industry. This is a question that the participating brands in the engineering market need to seriously consider.
5. New players in the home circle The Home Projection Market, which is the area where the “brand is the most complex†in the projection landscape. Even so, there are still a lot of rookies joining the home page in 2017. This has exacerbated the fierce market competition.
In 2017, Mijia Laser Projection went on the market and Xiaomi joined the projection camp. This year, Konka and Skyworth also launched a miniature projector. After the TV brands bid farewell to the rear projection TV, they again entered the projection market. Counting on Haier, Hisense, and Changhong, which have entered before, the mainstream TV brands in China have become projection players. TV brands that love the projection even include micro whale and storm, the emerging brand of the Internet.
If there is no screen television concept circle, domestic innovative laser projection brand circle, traditional projector channel own brand, micro projection and entertainment projection circle, and traditional projection brand, the current projection industry, especially the home circle, has almost three brand scales. Forty more.
In this regard, industry research suggests that this reflects the market's expectation of high growth in the home projection market and its suspicion of such expectations. On the one hand, laser television has brought about a revolution in the experience of home projectors in bright environments, and micro-projection products have brought about the booming development of three million units. Both of these have given the market confidence in the projection of home screens. At the same time, from the base of the population of 1.36 billion people, the industry’s expected 3 million home projections per year are not “how big numbersâ€. Especially in the micro-projection to laser television, a wide range of applications, the allocation of this 3 million scale, it is "no pressure."
On the other hand, although home projections have such a high expectation, they are in a double crisis: First, there is a continuous price war, and brands with no price advantage have no advantage in terms of quantity. Whether it is laser television, intelligent micro-projection, traditional ** light projection, emerging 4K projection, every product line is like this. The impact of the price war has directly made the industry a war on money: For example, at the end of 2017, the industry leader Mimi had just completed the C round of financing, and the storm had just received 800 million yuan in ammunition support. This makes home projections profitable as a "suspicion." The second is the serious homogeneity of products. Although the product line for home products ranges from hand-held products to ultra-large 4K laser cinema projectors, the types of products are all “but not widely different among manufacturersâ€. That is to say, the new concepts such as home market in 4K, laser, 2K micro-projection, and high-brightness micro-projection are gradually becoming popular. After the concept of Internet is “playing badâ€, there is no “innovation point†that can reverse the industry structure. This makes many newcomers brands can not find their own value positioning point, they also lost the "do not use price war" into the field of home investment tactical choice.
In short, the domestic investment is still lively, and it is the most lively section of the projection map. The rookie is still emerging; but the market has already lacked enough subjects to accommodate newcomers. Under this pattern, the new people’s hardship is very obvious, that is, lack of positioning in the price war; playing a price war, not talking about burning money, but also difficult to obtain brand positioning with added value; instead of involving household projection, it is possible to see The next 3 million or even bigger home investment market is the meal of others... What kind of entanglement this kind of mood will be!
6. Temporary trend in education market temporarily
The education projection market in 2017 is very special, because it is a turning point in which educational projections have been hunted down by interactive tablets, sales have declined, and the market has basically stabilized.
First of all, from the perspective of sales volume, the proportion of educational projection products in the teaching display market in 2017 remained declining, but the decline rate was only half that of previous years. Especially in the fourth quarter, the decline has been significantly reduced. Secondly, from the perspective of sales, education projection product sales continued to decline year-on-year in the first quarter of 2017, gradually stabilizing in the second quarter, and slowing from flat to overtaking in the third and fourth quarters. Under this trend, in the second half of 2017, the average price of the teaching projection market even increased by 10%.
In this regard, many people in the industry believe that the most difficult period of teaching projection has passed. On the one hand, the replacement process for lasers is more than half, and the price of laser products is also much more stable than in previous years. This makes the market has a niche factor. On the other hand, interactive tablet replacements for teaching displays, market spaces where interactive tablets dominate, have been shuffled; future education projections are mainly found in large classrooms and higher education markets. This part of the market interactive tablet display screen size can not be satisfied. This provides a fundamentally stable market size factor.
In response, the reaction of the brand market is that the speed of launching new products of laser projector education products has slowed down, and high-end high-brightness products have gradually become an essential product line. There are no new franchise brands in the industry in 2017. Some companies in the existing brands have contracted educational products. Line - The supply structure of teaching projection products shows the trend of "technical stabilization," "high-end indicators," and "decrease in total supply."
Education projections of this supply-side change in 2017 actually strengthened the “stable operating†of existing brands. The overall increase in the education projection market size, the growth in the market share of high-end private ownership, the stable technical shape of laser products, and the reduction in market supply have made it possible for industry brands to improve their profitability in education projection.
For the past five years, 2017 has been the worst year for education projection. Although the industry expansion is unpredictable, cold stability is still conducive to business stability. This situation is eager to continue in 2018 and becomes more apparent.
7. Local laser brand “finds†new momentum For the domestic laser projection innovative brand, 2017 is not an era of “full friendlyâ€. Due to the increasing intensity of market competition, the long-term operating capability of local laser brands is being tested.
The laser projector industry's 2014-2016 year can be said to be the time for local innovation brands to take the lead. During this period, Taiwanese and Japanese laser products are still immature and supply is limited. The banner laser innovation in the projection industry is in the hands of local innovative companies. The competitiveness based on the advantages of technology and innovation fully challenges the market territory of traditional projection brands.
However, Europe, the United States, Japan, Taiwan and projection brands will not always "after the release of", was the local laser companies hit "innovation time war." In 2017, the two-color laser projection showed the phenomenon that local brands and Japanese and Taiwan brands were released almost simultaneously. This shows that European, American, Japanese and Taiwanese projection companies have basically "recovered" the time lost in laser technology. In 2017, the advantage of the laser time difference of local projection innovation companies was almost exhausted.
If you do not have the leading edge in technology and the time difference in product layout, how will the competitive path of local laser brands go? This is exactly the new momentum that the local laser projection brand in 2017 needs to “findâ€.
On the other hand, local companies further exert their advantage of “knowing peopleâ€. Based on the local circle's recognition of people, culture, and values, the combination of channel power is used as a link and a combination card is played. "The key commanding point for the competition between local brands and international brands is the 'hometown' advantage." Industry insiders believe that compared with foreign-funded enterprises, local brands directly target local demand without the need for intermediate agents and reconstruction of the value system, which constitutes a potential competitive advantage - "deep hole digging, grain accumulation" in the market, local brands In 2017, the battle for the entire project was strengthened.
At the same time, the local laser innovation brand has further exerted its production capacity and core technological advantages. We have developed a diversified business model including OEM, ODM, custom manufacturing, and joint investment to achieve further optimization and enhancement of the market structure, and profit from the laser process of brand products such as Ritai.
In short, for the domestic laser innovation brand in 2017, the market competition is not so “comfortableâ€. The rise of foreign brand laser products has increased market challenges and has driven the transformation and upgrading of the brand's strategic logic - even this task will continue for several years. This is a necessary battle for local innovation entrepreneurs to determine their fate.
8. The competition for new light sources is on the rise In 2017, the concept of “new light source†in the projector market continues to ferment. However, in the context of mass shipments of lasers and the continuous advancement of micro LED investment, HLD products are somewhat "weak."
First of all, laser products will continue to upgrade in 2017. The main performance is: 1.4000 lumens product popularization trend, ordinary business education and home machines have entered the 4000 lumens range, the industry believes that 4000 lumens in the future is likely to become the mainstream replacement of 3000 lumens products. 2.10000+ Lumen products began to increase significantly. The number of brands that can provide such high-quality products has doubled, and the acquisition of the Wanliu Ming market is considered to be a “survival indicator†of future project manufacturers. 3. Increased use of two-color laser products. However, subject to the changes in the cost of the two-color laser, such technologies have a great thunder and raindrop in the education and home market, and the main products are concentrated in engineering applications. 4.RGB's three primary color technologies have been further developed, and product richness has improved, but it is still not mainstream.
Second, the price decline in micro-investment LED light source products is the main trend in 2017. The 700-lumen system is already priced at about 500 lumens in 2016. 1000 lumens products have the opportunity to enter the popular market of less than 3,000 yuan. At the same time, there was a "brighter" product with 1300 lumen brightness. Some manufacturers stated that after optimization of heat dissipation, ordinary LED light sources can already support 2000 lumens of miniature projection products.
Of course, there are some bottlenecks in the development of new light source technologies. In 2017, the projection market, especially the consumer market, began to “dissatisfy†the noise performance of new light source products including laser, LED and HLD. The source of noise problems is the need for heat dissipation. Although the new light source product is known as "green energy", but the actual energy efficiency is still not over ** light products, while many new light source products focus on improving the brightness level, increasing the thermal load of the final model. In this context, projectors that make "quiet enough" for new light sources are very rare.
On the other hand, due to the need to inherit the complex heat pipe cooling system, new light source projectors also lack "light" products. In particular, laser and HLD light source projectors are basically "big heads" - this is seriously inconsistent with the demand for desktop placement in small and medium-sized meeting rooms in the commercial market. The large size of laser television products has also affected the convenience of home furnishings.
From the above perspective, the rapid development of new light source technologies and the highly market-accepted situation have been formed, but they have not yet reached the “more ideal†“heat power, cost, and brightness†balance. The problems in these areas are precisely the reasons for the “continue to survive†of ** light products. At the same time, 2017 ** lamp products also have a performance increase of more than 10% in life.
In the long term, after the new light source has solved the problem of life and brightness, high efficiency, low heat, light weight, and low cost are the main technical development directions of the projection light source. The progress in this area is still huge, and the upstream lighting industry still has a long way to go.
9. The channel market is still in a “structural revolution†In recent years, the change in the projection channel market has been turned upside down. In 2017, this trend is still deepening, and more new connotations evolve.
From the perspective of home projection, traditional IT stores have long been an ancient, professional home theater channel "entering the tangled period", and really get great development is the e-commerce channel - 80% of home computers in 2017 (micro-projection, home theater, laser television ) Sales through e-commerce channels (Tmall, Jingdong, official e-commerce platforms). However, under the background that e-commerce dominates, the number of offline channels and experience shops for “smart projection†and “laser television†in 2017 is also increasing. The home-investment channel has evolved from a simple "offline to online" transition to the future "O2O." This change has also been accompanied by changes in the cultural cognition of household investment from "professional products" to "ordinary household appliances" and "consumer electronics products." The latter constitutes a potential competition and impact on the traditional "home theater channel provider."
At the same time, in 2017 under the background of education procurement "Information System Integration", the educational PPP model is also emerging. This has led to the disappearance of the concept of educational projection channels - replaced by integrated education service providers. Such service providers should provide "integrated education information products and content services" including integration, platformization, operations, and even financing support.
Retailers use the market, with the demise of IT retail channels, e-commerce has occupied half of the country. This trend was further strengthened in 2017. The pure Internet concept brands including polar rice and nuts introduced commercial projector products, and the “consumer IT†attributes of the retail business projection market were further enhanced. This is in sync with the increase in the “share†of e-commerce channels in overall office procurement, which further strengthens “e-commercialization of retail commerce channelsâ€. Even the supply of some so-called physical office appliance companies comes from the e-commerce platform.
In 2017, engineering projection channels also face some new changes. Mainly reflected in the growth of leased applications and projects that require financing support. This challenges the future of engineering channel providers to further enrich the business types and improve financial support capabilities. However, unlike home, education, and retail business, the technical and professional nature of the engineering market has made the distributors of this market the most powerful link in the entire industry chain.
As a whole, the retail channel segment (business, home) faces changes in e-commerce and de-professionalization. Especially for the home market, the industry believes that not only do European and American markets have "simple retail + DIY" application habits, it is not a purely professional home theater integration project; the domestic market is even facing "more incremental demand components, the more it tends to DIY" Market changes. Under this trend, the home retail channel channel will emphasize flux size and coverage in the future, and professional engineering service channels will become niche.
On the other hand, in the area of ​​channels that continue to be professional (education and engineering), the market increasingly needs integrated business capabilities. Including a variety of information technology products, multi-source display technology solutions, Internet technology, and even operations and content support, PPP financing support needs, so that this professional channel providers face "maintaining the professionalization of projection products" at the same time, "the surrounding specialty Capacity requirements also significantly enhance the upgrade challenge.
In short, the profound changes in the projection channel industry in 2017 continue. The core power of this channel change comes from: 1. The development of information and intelligence needs; 2. The growth of e-commerce; 3. The transformation of projection consumption culture. These three points will continue to dominate the "structural changes" of the projection channel system for a long time to come.
10. Industry competition is “more and more†dependent brand The projection market competition in 2017 is “brand-centricâ€. This is very different from the pattern of strong channel and technological innovation in previous years.
On the one hand, technological innovation has reached a bottleneck period. For example, laser display technology, whether it is laser television or engineering projection, has a "large-scale technology spillover" effect. That is, almost all market brands have the ability to launch various types of products. Even new franchisees can use OEM resources to provide a more powerful and improved product line. The difference in "product technology distribution" among brands in the market is more manifested in the difference in the "market segmentation target" rather than the "different product realization capability."
Under the background of the lack of "conspicuous and distinctive product technology innovation" in the projection industry, the innovation of management culture forces has become more prominent. For example, the Internet culture of nuts and rice has occupied 70% of the sales volume in the home market, and it is advancing to the retail commerce market. The color TV culture represented by Hisense also profoundly affected the market's perception of laser television products and changed the consumer's choice habits. In this regard, smart projection technology also acts as a promoter of choice for cultural change. In a sense, smart projection is becoming a symbol of watershed between traditional brands and emerging brands.
The current status of these projection industries makes the selection of projection products in 2017 from the core of technological innovation from 2014 to 2016 to the core of “brand valueâ€. The typical phenomenon is Mi Jia laser television, and there is no transcendent technological innovation. Even if it is a low-level product from the basic performance indicators, it has won a large number of millet fans' orders. This is a victory for a typical brand culture.
虽然这ç§å“牌文化å˜é©å¾ˆéš¾å½±å“高端工程市场，但是å´å¯ä»¥æ”¹å˜æŠ•å½±ç‰ˆå›¾çš„基本份é¢ç»“æž„ã€‚è¿™å¯¹äºŽä¼ ç»ŸæŠ•å½±å“牌必然构æˆæ–°çš„挑战：å³åˆšåˆšåœ¨æ¿€å…‰ç‰æ–°æŠ€æœ¯ä¸Šè¿½ä¸Šæœ¬åœŸåˆ›æ–°å“ç‰Œçš„ä¼ ç»ŸæŠ•å½±å·¨å¤´ï¼Œå·²ç»è¿Žæ¥â€œå“牌价值创新â€çš„新任务。
2017年投影行业的主è¦ç‰¹å¾æ˜¯â€œç¼ºä¹é‡å¤§å˜é©ã€å´åœ¨ç»†èŠ‚ä¸é…é…¿ç€ä¼—多çªå˜çš„ç§åâ€ã€‚è¿™æ ·çš„å¸‚åœºæ˜¯å……æ»¡ä¸å®‰ä¸ŽèºåŠ¨çš„，也是蕴**众多机é‡ä¸Žå±é™©çš„。深处其ä¸çš„厂商ã€æ¸ é“ç‰ä¼ä¸šï¼Œäº¦ä¼šâ€œç—›è‹¦å¹¶å¿«ä¹â€ç€ã€‚以æ¤ä¸ºåŸºç¡€ï¼Œåˆ™ä¼šå½¢æˆæŠ•å½±äº§ä¸šä¸åŒå“牌之间结构性的“战略分化裂痕â€ã€‚这些裂痕在未æ¥æ˜¯ä¸æ˜¯ç»§ç»æ‰©å¤§ï¼Œåˆ™å†³å®šä¸åŒå“牌的明天将会如何。
Smart TV/box information can focus on smart TV information network sofa butler (http://), China's influential TV box and smart TV website, providing information, communication, TV boxes, smart TVs, smart TV software, etc. Answering questions.
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