External environment: the consumption environment changes, and video and audio products emerge in an endless stream
Starting in 2018, China's smart projection has started to walk in the high-speed development channel. On the one hand, the rising disposable income of residents puts forward higher requirements for the quality of life, and the demand for movie-watching is stepping into the era of large screen, which can be met by intelligent projection products of about 2,000 yuan. On the other hand, the consumption scale of the post-90s gradually exceeds that of the post-80s. They are more willing to accept emerging technology products and have stronger purchasing power. As more young people rent houses, their purchase budget for household appliances will not be very high. Cost performance is the primary consideration. Smart projection products are popular with lower price and more portable performance.
Look from the industry environment, the consumer entertainment way farewell color television, cinema, two point one line, into color TV set, laser TV, traditional cast, cast products, VR, mobile equipment, PC, such as full multiple times, and traditional devices such as mobile phone, tablet, TV development has entered a stage of stock, growth is slowing, emerging devices such as projection, VR is on the rise.
Market size: in the first quarter, the smart projection market sold 746,000 units
In the first quarter of 2019, 746,000 smart projection units were sold in China, up 60.4 percent year-on-year, according to the total number of AVC all-channel tweets. The sales volume reached 1.63 billion yuan, up 49.5% year-on-year. One of the reasons for the growth lies in the intensive promotion in the first quarter. The second reason lies in the increase of brands and the entry of manufacturers in different fields, which brings more choices to consumers.
In terms of products, DLP and LED are the main projection technologies in the intelligent projection market. Brightness is one of the important indicators to measure the intelligent projection. According to the online monitoring data of AVC, under 500 lumens dominates the market, mainly due to the weight, volume and price of products. As the price of FHD products drops, the key resolution in the smart projection market has been converted from WXGA to FHD. At the same time, with the development of the upper, middle and lower industrial chains, 4K intelligent projection began to enter the vision of the general public, and the market share of 4K products reached 0.8%. Artificial intelligence is another bright spot. The proportion of speech recognition has reached 40%, and it develops from near field to far field.
Development forecast: market sales volume is expected to reach 1.7 million units in the first half of this year
The application scene of intelligent projection is expanding. For example, the projector for k-song launched by jiemi and big eye orange is equipped with professional microphone and sound system and exclusive k-song interface, which adds consumers' entertainment mode.
The functions of the product are also evolving. For example, automatic trapezoid correction is calibrated by multi-dimensional positioning and zooming function, which is more accurate and saves time. Autofocus solves the problem of thermal defocusing. Screen touch can turn any screen into an interactive touch interface, which enhances human-computer interaction. With the improvement of product quality, the improvement of performance and the decrease of price, intelligent projection will be favored by more and more consumers.
The country is strengthening support for 4K industry, which will also have a positive impact on the development of intelligent projection market to a certain extent. In addition, the second quarter such as 418, 618 and other promotional activities are strong, will also stimulate the desire of consumers to buy.
Therefore, AVC forecasts that the sales volume of China's smart projection market will reach 1,705,000 units in the first half of 2019, up 52.6% year-on-year.
