Intelligent projection industry booming capital layout development

Under the guidance of the development of artificial intelligence and Internet of things technology, the popularity of smart home continues to grow. Living room entertainment has entered an era where multiple terminals coexist, and various entertainment video and audio devices emerge in an endless stream. As an emerging intelligent display product, smart projection can bring consumers a pleasant large-screen experience at a price similar to that of mobile phones and televisions. It is increasingly favored by consumers and the industry is booming. For a time, whether it is new projection enterprises, or capital and traditional home appliance manufacturers, have joined the feast of intelligent projection, innovation.

In 2018, the projection industry enters a "" key year of capital" "again. Enterprises such as jiomi, nutty and big eye orange have received investment successively, which has brought huge capital support of over 1.2 billion yuan to the industry. Enterprises have accelerated product research and development and iteration, and expanded the layout of offline channels and service system. At the same time, many projection industry outside the brand began to enter. In 2018, BAT entered the market in different forms, and companies in xiaomi, CIBN, puppy robot, dangbei and other fields were also established one after another. The number of brands sold in China's smart projection market reached 151 in 2018, according to the data.

Expansion of offline channels and accelerated integration of online and offline channels. Online channels continue to grow, mainly due to the emergence of new online channels such as more competition and strict selection of netease. Internet brands continue to make efforts in their advantageous channels, as well as the online layout of traditional projection enterprises and agents. Intelligent projection manufacturers are also strengthening the operation of offline channels, and the construction of physical stores covers more people. The emergence of new retail promotes the integration of online and offline, and the sales of intelligent projection products are promoted by rich and real scenes such as intelligent experience stores and video and audio experience zones.

It is predicted that the sales volume of China's smart projection market will exceed 4 million in 2019

At present, the intelligent projection industry is dominated by online channels, and the promotion on e-commerce platforms greatly affects the change of market sales, especially the two major promotion festivals in the middle of the year and the end of the year, which are powerful tools to stimulate consumers. According to the data, the sales volume of smart projection increased by 123 percent and 64 percent year-on-year respectively during the period of June 18 and double 11 in 2018. "Brand day" activities with exclusive brand features can also effectively boost short-term sales performance and shape alienated brand image of business trip.

According to the statistical data of "China projector industry market research and investment forecast analysis report" released by zhanzhan industry research institute, the sales volume of China's intelligent projection market has reached 1.29 million in 2017, with the sales volume reaching 2.69 billion yuan. With the progress of projection technology and the expansion of the market, intelligent projection has accelerated its popularity in 2018, with a surge in sales. More and more families begin to contact and use projection products. By the end of 2018, China's smart projection market had sold 2.61 million units, up 102 percent year-on-year. Sales reached 5.95 billion yuan. In 2018, the projection market experienced explosive growth and entered a period of rapid development. As technology continues to improve, costs continue to fall. It is predicted that in 2019, the sales volume of China's smart projection market will exceed 4 million, reaching 4.15 million, with a year-on-year growth of 59%, and the sales volume will also reach 9.16 billion yuan.

2017-2018 China intelligent projection market sales, sales statistics and forecasts

数据来源：前瞻产业研究院整理

Data source: forward-looking industrial research institute

Analysis on the reasons for the rapid growth of smart projection in China in 2018

1. Continuous upgrading of projection products to better meet the needs of consumers -- one of the major competitive advantages of projection is its brightness. And on brightness, enterprise of many projective brand made deep effort in this respect, among them price war is one big window. Its market share will grow by 4.6 percentage points in 2018. In terms of resolution, with the advent of a large number of 1080P products within 3000, the products enter the era of parity. The decline of price drives the rapid popularization of 1080P, and the market share reaches 32%. In terms of function, support for 3D, multi-screen interaction and trapezoid correction has become the standard configuration, with the share exceeding 70%. Autofocus develops rapidly, accounting for 28% of the sales volume. The penetration rate of speech recognition keeps increasing, and it develops from near field to far field. It can be seen that with the continuous upgrading of products, projection products are constantly upgraded to better meet the needs of consumers.

2. The industry is highly attractive and favored by capital and brands

In 2018, the projection industry enters a "" key year of capital" "again. Enterprises such as jiomi, nutty and big eye orange have received investment successively, which has brought huge capital support of over 1.2 billion yuan to the industry. Enterprises have accelerated product research and development and iteration, and expanded the layout of offline channels and service system. At the same time, many projection industry outside the brand began to enter. In 2018, BAT entered the market in different forms, and companies in xiaomi, CIBN, puppy robot, dangbei and other fields were also established one after another.

3. The promotion on the platform is strengthened and brand days emerge

The intelligent projection industry is dominated by online channels, and the promotion on e-commerce platforms greatly influences the change of market sales volume, especially the two major promotion festivals in the middle of the year and the end of the year, which are powerful tools to stimulate consumers. According to online monitoring data from AVC, the sales volume of smart projection increased by 123 percent and 64 percent year-on-year during the period of June 18 and double 11 in 2018. "Brand day" activities with exclusive brand features can also effectively boost short-term sales performance and shape alienated brand image of business trip.

Five positive factors promote the development of China's intelligent projection industry

1. As the supply chain continues to mature, lower costs drive down prices.

2. The number of participants continues to increase, bringing vitality to the market and intensifying competition.

3. The emergence of new technologies promotes the upgrading of products, improves social efficiency and opens the imagination of the future.

4. The booming development of the film market and the increase of the penetration rate of large-screen TV have proved the demand of consumers for large-screen TV.

5. The cognition of consumers is becoming mature and rational.

In the future, under the joint efforts of many parties, intelligent projection products will develop rapidly in the direction of high brightness, large screen and increasing scene, and the whole industry will achieve a new leap forward. At the same time, people will enjoy diversified entertainment life.