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

CTOnews.com, February 6, according to RUNTO's "China Intelligent projection Retail Market monthly tracking (China Smart Projector Retail Market Monthly Tracker)" report, sales of China's intelligent projection market (excluding laser TVs) reached 6.178 million units in 2022, an increase of 28.6 percent over the same period last year, and sales reached 12.53 billion yuan, an increase of 7.9 percent.

The change of sales volume in China's intelligent projection market from 2017 to 2022, unit: ten thousand units,% competition pattern: more than 100 new brands, market concentration decreased in 2022, the number of brands on sale in China's intelligent projection online market reached 293. New entrants include international brands such as Samsung and Sharp, household appliances and consumer electronics brands such as Elvis Presley, VIDDA, KKTV and Kukai, Internet brands such as Hachi and micro fruit, as well as a large number of miscellaneous brands.

With the entry of new brands and the growth of sales of emerging brands, market concentration declined in 2022. Data show that polar rice, nuts, Weiying and Dangbei are among the top four in the market, with a combined share (CR4) of 34.1%, down 14.0% from 2021.

In addition to the two major DLP technology brands, Polar Rice and Nuts, Weiying maintained the third place by virtue of LCD product line and cost performance. Dangbei has become one of the few brands in the DLP market to maintain growth, and focuses on the middle and high end of the market, ranking second in the market of more than 4000 yuan.

Zhi Ma and Xiao Ming both entered the top 10 in just over a year, ranking seventh and ninth respectively, relying on young design style and people-friendly prices.

In the sales dimension, mainstream brands occupy more market share. The combined share (CR4) of the top four extreme rice, nuts, Dangbei and Epson reached 63.0%, and the market concentration was oligopoly. In the TOP10 brand, Polar Rice, Nuts and Dangbei remained in third place, while Epson rose to fourth, while Zhima, Fengmi and Xiaoming rose more than 100 per cent.

TOP brand share of China's intelligent projection online market in 2022, unit:% projection technology: DLP and LCD market share flip sub-projection technology, the market share of DLP and LCD reversed for the first time in 2022. According to the data, the share of DLP technology in China's intelligent projection market fell from 66% in 2020 to 56% in 2021 to 37% in 2022, while the share of sales of LCD products (including 1LCD and 3LCD) increased from 34% in 2020 to 44% in 2021 and 63% in 2022.

From 2019 to 2022, the brand pattern of China's intelligent projection online market in terms of sales volume technology structure, unit:% DLP and LCD market also shows a trend in different directions. DLP market resources continue to gather to the head brand, and the market concentration maintains a high level. CTOnews.com learned that in 2022, the TOP4 brands are polar rice, nuts, Dangbei and Xiaomi, with a combined share of 82.8%, an increase of 5.8% over 2021.

On the other hand, there are many small brands in the 1LCD market, whose brand building ability is relatively weak, brand loyalty is relatively shallow, and there is no obvious advantage of brand aggregation for the time being, so the concentration is low and develops downwards. In 2022, the TOP4 brands are Weiying, Xianke, Ruishida and Zhima, with a combined share of 23.4%, a decrease of 21.2% compared with 2021.

The average market price of 1LCD projection is about 1/5 of that of DLP products, so it is favored by price-sensitive consumers and early-stage consumers. However, at present, its development in product technology, standards and consumer experience lags behind the growth rate of the market scale.

Light source technology: LED accounts for 90%, laser year-on-year growth of 130% from the projection light source, LED lamp with a very competitive cost advantage has been the mainstream type of light source in the market, accounting for more than 90% of the market share.

The cost of laser light sources is falling, and the average market price of household laser products has fallen by nearly half compared with three years ago, thus driving the increase in the number of participants and the penetration of products. When brands such as Beibei, Fengmi and Epson enrich their product lines, Vidda and nuts begin their product layout. In 2022, online sales of laser products in China increased by more than 130% compared with the same period in 2021.

The market share of mercury lamp products is relatively stable, about 2%. In 2022, driven by traditional projection manufacturers such as Epson, Acer, Ottoma and YouPai, online sales increased by 28% year on year, keeping pace with the market.

2019-2022 China's intelligent projection online market according to the sales of light source structure, unit:% product configuration: brightness identification problem is prominent; FHD into the new product standard data show that in 2022, intelligent projection products are still dominated by luminance below 500lumen, with a share of 64.4%, an increase of 5.9% over last year due to the influx of 1LCD products.

At the same time, thanks to the progress of Osram light source technology and the application of laser light source technology, the share of more than 2K lumens (according to product identification parameters) exceeds 10% of 3K lumens increased by 0.9 percentage points.

2021-2022 China's intelligent projection online market according to the sales brightness structure, unit:% 2022, China's intelligent projection market kingpin resolution of FHD, share of 45%, mainstream DLP and LCD flagship new products basically standard FHD.

With the maturity of the 4K supply chain and the support of the content side, the popularity of 4K products in the intelligent projection market has increased, with 12 brands and 28 models on sale in 2022. At present, due to cost and price factors for the time being, the resolution share of 4K (UHD) is less than 2%, a slight increase of 0.5% over last year.

According to the sales resolution structure of China's intelligent projection online market from 2021 to 2022, for intelligent projection products, RUNTO Technology predicts that sales in China will reach 7.35 million units in 2023, an increase of 1.17 million units over 2022, a growth rate of 19%. In terms of brightness, the application of laser light sources on DLP products will be accelerated, and household laser products are expected to exceed 500000 in 2023, while products with more than 1000 lumens will appear in the 1LCD market. In terms of resolution, the 4K industry chain is basically perfect, participating brands and models will continue to increase, driving the share to rise, especially will become the key layout direction of high-end products.

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