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

What is really expensive is the capacity of our lives.

Many years ago, I was wavering between buying a projector and buying a TV, so I asked a friend: should I choose a projector or a TV?

He answered me: I'll buy them all.

I said it's not necessary to buy it all, it's so expensive, and I don't need to watch TV and projection alone.

He answered me: I have a girlfriend.

I said yes, but you think, two devices take up more space! And it will be troublesome to move then.

He answered me: I have a room. After thinking about it, he added: it's pretty big.

I've known it ever since. Don't discuss with rich people whether to choose An or B. Because he will answer you: what is choice?

In this issue, I want to talk about the projector business and what it has to do with televisions.

From 1958, Tianjin Wireless Electronics Factory produced China's first black-and-white TV set to the present, China's TV industry has gone through more than 60 years of development, no matter from the production capacity or technical indicators and other aspects, has been quite mature.

It can be said that since the TV set was promoted to the head of the "four big pieces" in the 1980s, the image symbol of the TV set in the hearts of the Chinese people is not only a large household appliance, but also the center of family content entertainment.

It was not until 2013, when Letv and Xiaomi launched Internet TV, that people began to regard TV as an electronic product.

The concept of Internet TV, the market is very paid for at the beginning.

After all, the development of smartphones had begun to converge at that time, and people began to fantasize about the next generation of smart devices. TV is considered to be the smart home center of the future. In addition, the resources of video websites are blessed, so that smart TV and traditional cable TV content have enough differentiation.

Letv TV once became Letv's cash cow, almost the only business that can make a profit in its seven ecosystems. Xiaomi TV became the market share king of Chinese TV a few years ago.

The rise of intelligent projectors is actually borrowed from the east wind of television.

In the traditional sense, the projector is highly related to slide projection, and later became a computer accessory for business and educational work.

So this thing has been an electronic product from the beginning. It was not until around 2010 that BenQ and Epson, which used to be professional brands of commercial projectors, began to turn their attention to household use.

But the first year of the real home smart projector should be 2014.

Coincidentally, it happened to be a year after the rise of Internet television.

This year, Chi Mi launched the first intelligent projector product Z3, focusing on "non-screen TV".

Polar Mi Z3 and Nuts released the gimmick projector G1, which focuses on the concept of "mobile smart cinema".

Nut G1 in marketing education, the projector is largely based on the television as the standard category. So it also sends a signal to the market that projectors can have the same effect as TV.

The capital market is also optimistic about the concept of "substitute for TV". If TV can become smartphone-level madness, then the projector as a substitute for TV, the ceiling is not low.

Although the projector market at that time was still in the early stage of "concept creation", its total sales were only tens of thousands of units. But investors are already coming in.

In August 2014, Ji Mi received a series A financing of 100 million yuan from Dongfang, followed by Nuts, which received 60 million yuan in round A financing from IDG Capital and Dachen Venture Capital in December of that year.

In 2015, Nuts received 200 million yuan B round financing led by Songhe Capital and time Bole, while Ji Mi won 300 million yuan Pre-B round financing from Mango Wenchuang.

The two brands have chased and killed each other over the years, which has also led to the development of the entire projector market. Until 2021, Ji Mi was successfully listed and became the first in the industry, and Nuts completed nearly 1 billion yuan of Pre-IPO financing in March 2022, just waiting to be listed.

In my opinion, the projector is more like an alternative product of TV.

This replacement is not the price replacement, after all, the projector is not cheap, the TV is not so expensive, my replacement here is more about the relaxation of the use conditions, the reduction of the threshold and the enhancement of applicability.

Although they all provide large-screen entertainment content, one of the simplest differences is that the main scene of the projector is in the bedroom, so it is highly related to the rental market and young people. The main scene of the TV set is in the living room, which is highly related to the housing market and the crowd after getting married.

Think about it, who is buying the projector?

According to the user portraits of Tmall and JD.com, the main buyers of the projector are people under the age of 35, especially the post-95 generation in first-and second-tier cities.

For most young people, the projector is a spare tire choice when you haven't bought a house, got married, don't have a home in the sense of space, and don't have a living room big enough to accommodate a TV. It is in line with the current consumption habits of young people, especially those who still need to rent.

According to the big data report on Young people's Rental Housing in 2020, the number of renters in China has reached 212 million, with a total rental area of 6.733 billion square meters. According to the calculation, the per capita usable area is only about 20 square meters, and the per capita rental area in the three cities from north to Shenzhen is only 17 square meters. It's about the level of one second bedroom plus 1/3 living rooms.

It is hard to say whether there is a real private space of 10 square meters.

Almost two years have passed, and I don't think the rental situation has improved much.

Under this area, it is too impossible to set aside space for TV. It is better to make do with the whole projector.

In addition, the projector body is very small. When you buy a TV set, you are mostly looking for a moving company when you move, but the home intelligent projector is different. its main selling point in appearance is miniature, portable and lightweight.

To put it simply, you can move freely, and it's easy to move back and forth; even if you don't want it, you'll be idle after watching it a few times, and it's convenient to hang a salted fish and sell it second-hand, which is why projectors are becoming more and more popular among young people.

Of course, the most important thing is that the projector is really big.

Whether it's 100 inches or 150 inches, as long as the white wall of your room is big enough, the projector must have a way. As long as it is big enough, it can satisfy the immersive viewing effect you want to some extent.

The so-called big is good, good is big, this is why in the past few years, the projector has become a necessary item of online celebrity decoration style.

If you open the Little Red Book or some lifestyle-related platforms, whether it's immortal accommodation, or the exquisite renovation of renting, you can't do without a projector. In the evening, throw a shot to the white wall, the huge picture appears in front of your eyes, that is, your own late-night movie time. It sounds good or not.

Of course, online celebrity decoration bloggers will not discuss with you about the accurate definition of colors and the moving quality of projection pictures during the day.

To sum up, portable, do not pick the venue, can meet the basic needs, the projector is a very typical one-size-fits-all products.

When people's financial resources are unable to meet the top-level experience of a variety of subdivided needs, universal oil products are a very suitable option.

In 032021, the total shipments of domestic projectors reached 4.7 million, an increase of 12.6 percent over the same period last year, and sales exceeded 21.4 billion yuan, an increase of 15.5 percent over the same period last year.

In the five years from 2016 to 2021, its sales increased by 6.3 times, with a compound annual growth rate of 36.2%. According to omni-channel data from OviCloud, sales of projectors are expected to reach 6.45 million in 2022.

If you pull back the timeline, for almost a decade, the entire projector market has almost experienced a great-leap-forward development from scratch.

Behind this, in fact, it is the post-90s and post-95 urban white-collar workers who have a growing say in the consumer market.

If you watch the TV market in turn, life will not be so easy.

One indicator is that TV shipments have been declining in recent years. TV sales reached a high of 50.89 million in 2016, but by 2021, only 38.35 million were sold, and for the first time in nearly a decade, TV shipments fell below the 40 million mark.

And whether it is a smart TV or a smart projector, the ceiling is clearly visible.

Because on them, there is the ultimate digital product: mobile phones.

Short videos can be brushed by mobile phones, games can be played by mobile phones, and TV dramas and movies can also find a steady stream of resources on mobile phones. Now that everyone has a smartphone, consumers don't need televisions and projectors to be smart. All they need is a big screen to enhance the experience.

It's just that today's TV and projector experience is far from perfect. I can accept paid content, but now the content is distributed on various platforms, and TV members and mobile members on all platforms do not get through. After I buy mobile phone members, I still have to spend a lot of money on TV members, or watch movies that are not so clear on the screen. the experience can be called shit.

From this point of view, the cost of using smart TVs has virtually increased.

The opening rate of televisions has dropped from 70% in 2016 to 27.7% in 2021, which is telling.

I am home now. Although there is a big TV left by the landlord and a projector I bought, what I prefer to do is lie down on the bed, open bilibili and start painting my favorite up master.

Don't turn on the TV.

In the final analysis, whether it is a projector or TV, it is not very expensive.

But we will find it difficult to make room for them in our lives. Whether it's time or space.

For many people, it is already a very luxury to go home every night and spare an hour to watch a play and a movie every weekend.

More people's status is to play with their mobile phones and reply to messages, only to find that the clock is already in the middle of the night. What's more, there are endless nipple music and fragmented messages that are cutting up our lives.

And what we can't accommodate in our life is more than television.

I spent energy decorating the rented house, only to find that I worked overtime in the company every day, and the well-decorated house became a dormitory.

I bought all kinds of kitchen utensils and tableware and wanted to cook a big meal for myself every week, but I didn't bother to cook on weekends.

I got a fitness card downstairs and wanted to spend some time sweating every day. As a result, work alone exhausted my willpower every day.

All consumer goods are never the most expensive, even if they are luxury goods, gnash their teeth and save money.

What is really expensive is the capacity of our lives.

This capacity is about time, about space, and about our energy and enthusiasm. And how we use our limited living capacity really determines what kind of people we will become.

We can create, we can learn, and of course we can consume and enjoy. There is no such clear distinction between high and low.

What we need to know is that consumption, spending money, shopping, buying is only a possibility of life. Real life still needs us to spend it one second at a time.

Reference:

"the New War of Intelligent Projector" is at the forefront of entrepreneurship.

"the smoke of intelligent projection rises again: it is difficult to be Big Brother Ji Mi, and the battle of the second echelon is glued to Zinc Finance."

"LCD TVs can't sell for 200 yuan. What's wrong with the TV industry? "Titanium media

"behind the rise of projectors is the attitude towards life of this generation of young people," UDC Chao said.

"TV @ 2022: price reduction, anxiety and opportunity" Tide Business Review

"atmosphere feeling good things" projector has become popular, but these problems can not be ignored, China Business Daily.

This article comes from the official account of Wechat: IC Lab (ID:InsightPlusClub)

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