Shulou(Shulou.com)11/24 Report--

CTOnews.com, December 7, according to RUNTO's Quarterly Shipping Analysis report on China's Projector Market (China Projector Market Shipment Analysis Quarterly Report), China's overall projector market shipped 1.7 million units in the third quarter of 2022, up 1.2% from a year earlier and down 12.6% from a month earlier. Among them, the penetration rate of intelligence reached 83%, an increase of 2.3 percentage points over the second quarter and 5.2 percentage points over the first quarter.

The data caliber in this paper is shipping transaction, corresponding to retail. Product caliber is the most extensive range of projection products, from the system can be divided into intelligent and non-intelligent two categories; from the light source can be divided into laser, LED lights, traditional light bulbs, etc.; from the technology can be divided into LCD, DLP, LCOS, etc.; from the application scene can be divided into household and pan-commercial, and pan-commercial also includes business, engineering, cinema, education and other fields.

Scenario: household share of the overall market has fallen to 86%

In terms of application scenarios, shipments of household projection products accounted for 86% of the overall market, down from 89% in the first quarter and 88% in the second quarter, mainly due to weak external terminal consumption and a significant reduction in internal DLP product shipments.

Commercial projection products accounted for 14%, and the demand for some projects delayed in the first half of the year was released in the third quarter, leading to a month-on-month increase in share.

The scene structure of shipments in China's projector market in the quarter of 2022, unit:% Brand: polar Rice, Nuts, Epson, Huiqu ranked TOP4

In the third quarter of 2022, the overall projector market shipped TOP4 brands of polar rice, nuts, Epson and Huichi, with a combined share of only 27.1%, according to RUNTO. Driven by the mature supply chain, rapid growth of user awareness, huge development potential and other factors, the number of brands involved in the projector market is increasing, and the market competition is becoming more and more fierce. in the current quarter, no brand share exceeds 10%.

From a sub-brand point of view, polar rice still maintains the first place, but its leading edge has weakened. Nuts entered the 1LCD market through sub-brand micro-fruit, with actions in product layout, channel expansion and marketing promotion, with an increase in share compared with the previous quarter. Epson ranks third in the overall market. With the start of the new fiscal year and the continuation of the changing business strategy, the household market is growing rapidly, with shipments rising 88% in the quarter compared with the same period last year, while firmly ranking first in the commercial market.

Fengmi improved the layout of products with different technologies and different light sources, and the new laser product S5 was sold quickly in the third quarter; Xiaoming 1LCD products gradually became the backbone, ranking fifth in the merger. When Bay rose to seventh place with the outstanding performance of the X3 series and the D3X series. As a new entrant, Zhima quickly broke the circle in the LCD brand camp, rising to eighth in the third quarter.

In addition, there are a number of e-commerce channels in the market, with 1LCD-based product technology and low-end brands with relatively low brand recognition and loyalty, so the brand ranking changes every quarter. The top ten in the third quarter of 2022 are Huiqu, Xianke, Ruishida and so on.

2022Q3 China projector market major brand shipping share, unit:% Note: the above brand shipping data all include sub-brands.

Products: 1LCD technology and steady growth of laser light source

Shipments of DLP technology continued to decline, shrinking to 33% in the third quarter of 2022, down 5.2% from the previous quarter. The concentration of CR4 in the DLP projection market is higher than that in the overall market, with the share of polar rice, nut, Dangbei and Changhong TOP4 brands reaching 55.9%.

The 1LCD market is so hot that in addition to small and medium-sized brands, emerging and mainstream brands with backgrounds have also entered, driving its share of shipments to 58 per cent. TOP4 brands are Huiqu, Xianke, Xiaoming and Zhima, with a total share of 28.4%, which belongs to the competitive market pattern.

In the third quarter of 2022, 3LCD technology shipments accounted for 9%, an increase of 0.5% over the previous quarter. TOP4 brands are Epson, Panasonic, NEC and Sony, of which technology leader Epson occupies more than 60% of the market share.

In the quarter of 2022, the technical structure of shipments in China's projector market, unit:% projection light source, with the maturity of the laser supply chain, the cost continues to reduce, and the application scene continues to expand. CTOnews.com learned that laser light products infiltrated rapidly in the third quarter of 2022, accounting for more than 10 per cent of shipments for the first time, an increase of 1.7 per cent over the previous quarter; LED lamp share remained at 80 per cent; and bulb share declined.

Light source structure of shipments in China's projector market in the quarter of 2022, unit:% Prospect: the forecast of overall projector shipments in 2022 will be lowered to 7.67 million units.

Based on the performance in the third quarter and the internal and external environment in the fourth quarter, RUNTO lowered its 2022 forecast for overall Chinese projector market shipments to 7.67 million units, an increase of about 4 per cent year-on-year.

Judging from the market performance data, the decline of educational scenes is a foregone conclusion; intelligent products in business scenes bring some new increments, and engineering products also show vitality in brightening engineering, smart travel, virtual exhibition halls, immersive experience halls and other scenes, but the overall pan-commercial market is only relatively stable; while DLP products in the home market have declined significantly, and 1LCD growth has also begun to slow down.

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