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

CTOnews.com, December 28, according to RUNTO's latest "China Intelligent projection Retail Market monthly tracking (China Smart Projector Retail Market Monthly Tracker)" report, online sales of China's intelligent projection market (excluding laser TVs) reached 537000 units in November 2022, a slight increase of 0.9% year-on-year and 38% month-on-month growth; sales were 1.09 billion yuan, down 29% year-on-year and 31% month-on-month.

Monthly online sales of smart projection in China, unit: ten thousand units, although sales are struggling to maintain growth, the monthly sales volume fell by nearly 30%, indicating a sharp downward adjustment in the average unit price. According to the historical sales rhythm, generally in the month when there is a big promotion, the promotion of middle and high-end products of mainstream brands is stronger, leading to the improvement of the market structure, and then the average price is raised, and the average market price reached the highest of 2894 yuan in November 2021. CTOnews.com learned that due to the rise and fall of DLP and LCD projection shares this year, the average online market price in November was 2022 yuan, down 109 yuan from last month and 871 yuan from the same period last year.

Monthly online average price trend of intelligent projection in China, unit: meta-brand structure: LCD product growth leads to a decline in market concentration

According to online data from RUNTO, in November 2022, the TOP4 brand was made up of polar rice, nuts, dangbei and Zhima, with a combined share of 35.7 per cent and 55.4 per cent of the meme top 10 brand. Both indicators are at least 20 percentage points lower than in the same period last year. The growth of the LCD market and the attraction of new brands are the main reasons for this phenomenon.

In that month, Ji Mi's leading position continued to consolidate, becoming the only brand this month that sold more than 100000 units, with a month-on-month increase of more than 50%. When Bay focused on the middle and high end market, its average price in the TOP10 brand was only lower than Epson, rising to the third place. Zhima achieved the historic fourth place, and its thousand-yuan model Z1 series had an outstanding performance, accounting for more than 70% of the internal market. Xiaomi returned to the top 10 with the excellent performance of two new 1LCD products, with sales up 3.6 times month-on-month.

November 2022 China Intelligent projection online market brand sales share, unit:% product structure: DLP product share fell back to less than 40%

As key brands such as Nuts and Xiaomi have launched 1LCD sub-brands or product lines, as well as an increasing number of emerging brands, the market share of 1LCD products has fallen back to 38% in the month, with a rare decline to 38%.

Brand concentration in the DLP and 1LCD markets continues to diverge. The combined share of TOP3 brands for polar rice, nuts and shell in the DLP market reached 82.6%, up 0.7% from the previous month; TOP3 brands in the 1LCD market are Zhima, Huiqu and Happy Investment, and CR3 is only 20.2%, down 4.5% from the previous month.

From the perspective of projection light source, LED lamp accounts for more than 90% of the market share; sales of laser light source products increased by 13% month-on-month, but market share decreased by 0.8%; led by Epson and BenQ, sales of mercury lamp products increased by 21% month-on-month.

China's intelligent projection online market sub-technology / light source sales structure, unit:% according to RUNTO forecast data, China's intelligent projection market omni-channel sales will exceed 6 million units in 2022. In the longer term, it is predicted that China's intelligent projection market will exceed 10 million units in the next 3 years.

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