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

CTOnews.com, March 29, the latest "IDC fourth quarter 2022 China Projector Market tracking report" shows that in 2022, China's projector market shipped a total of 5.05 million units, an increase of 7.4% over the same period last year. Sales were 19.85 billion yuan, down 7.4% from the same period last year. Among them, the market for smart projectors (CTOnews.com Note: projectors equipped with OS operating system) shipped 3.775 million units, an increase of 15.2% over the same period last year. IDC predicts that China's projector market is expected to sell more than 5.57 million units in 2023, an increase of 10.3% over the same period last year, and the compound growth rate of the projector market will still exceed 18% by 2027.

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The top five manufacturers of overall projector market shipments in 2022 are polar rice, Epson, nuts, peak rice and Dangbei, with a combined market share of more than 45%.

Consumer market: 4.162 million home projectors were shipped in 2022, an increase of 19.5% over the same period last year. Sales exceeded 13.54 billion yuan, an increase of 8.8% over the same period last year. Among them, the market for smart home projectors (projector devices with OS operating system) shipped 4.05 million units, an increase of 21.1% over the same period last year. The consumer market has the following characteristics:

In the overall household market, polar rice, nuts, peak rice, Dangbei and Epson ranked in the top five. Polar rice continues to take the lead in sales and sales. The sales of Fengmi and Dangbei both doubled compared with the same period last year. As the first international manufacturer in the traditional projector camp, Epson focuses on strengthening strategic investment in the field of consumer smart projectors. Consumer experience flagship stores, celebrity endorsements, and the release of a number of intelligent new products cover the main price segment, prompting the sales of consumer projectors under the Epson brand to grow by 52% year on year, far exceeding the market average. Lenovo brand entered the top 10 consumer projectors for the first time, whether a single LCD thousand-yuan machine or DLP Xiaoxin 520 and the major launch of Yoga7000's flagship consumer market in 2022. NPS research data show that consumers' brand awareness of Epson and Lenovo brands in the consumer projector field has been significantly improved.

LED light source home market sales of 3.56 million units, an increase of 18% over the same period last year. Extreme rice, nuts and peak rice won the top three. Lenovo strategic investment to join the LED market competition, the ranking rose to sixth. The main increase in this market in 2022 came from the single LCD market, with year-on-year sales growth of 60 per cent. Among them, 1080p resolution models increased by more than 280% compared with the same period last year. Xiaoming brand under Fengmi has become the leading manufacturer. Nuts, red rice and Lenovo all contribute significantly to this market. The rapid growth of the monolithic LCD market has led to a 6 per cent year-on-year drop in the average price of LED light sources. On the contrary, if the single LCD is excluded, the market capacity of middle and high-end LED dominated by DLP technology decreases but the average price increases compared with the same period last year, while the performance of polar rice in the middle and high-end LED market is still strong, and the sales share continues to grow. The impact of upstream supply chain and exchange rate fluctuations on the projector manufacturing industry has been shown.

Sales of light bulb household phones increased 11% year-on-year, driven by Espon. Epson's own market share soared by 15 percentage points to 62%. Compared with BenQ, YouPai occupies the top three.

The market for household laser products changed greatly in 2022, with year-on-year sales increasing by 44% to more than 400000 units. Hisense, Dangbei, Fengmi, Changhong and Epson won the top five. The scheme of household laser machine is divided obviously, and the rise of long-focus laser has become the core factor driving the consumer laser market. The compound growth rate of telephoto lasers from 2020 to 2022 exceeded 190%. Sales in 2022 increased by nearly 280% compared with the same period last year. Dangbei leads the market for two years in a row with the highlight X3-1080p and the follow-up flagship X3Pro-4K. Fengmi differentiated power small long-focus laser scheme S5-1080p dark horse stormed the market of less than 3000 yuan, won the market runner-up. Epson won the third place in the market by virtue of its cost-effective 3LCD long-focus laser. In addition, Vidda released a long-focus panchromatic laser with a price of less than 7000 yuan to shock the market sales of the industry. On the contrary, the ultra-short focus scheme of laser TV was not as expected in 2022, and sales declined compared with the same period last year. Hisense, Fengmi and Changhong lead the market. Despite the shrinking market, we can still see a sharp increase in the proportion of panchromatic laser in the field of laser TV, while Feng Mi and Dangbei's miniaturization scheme has found another way under 4000 yuan.

Sales of consumer-grade 4K high-resolution products were nearly 370000 in 22 years, an increase of 12% over the same period last year, accounting for only 9% of the total sales of consumer projectors. This market is very interesting, the first three are occupied by Hisense (laser ultra-short focus scheme), polar meter (long-focus LED scheme) and Epson (long-focus light bulb machine). At the beginning of 2023, Polar Meter has introduced the 4K projection H64K with lossless optical zoom. With product iteration and upstream cost reduction, it is believed that the 4K market in 2023 will bring consumers a better visual experience in the middle and high end areas.

Commercial market: shipments of 888000 commercial projectors in 2022, down 27.1% from the same period last year. Sales were 6.3 billion yuan, down 29.9% from the same period last year. Of this total, the market for commercial smart projectors (projector equipment equipped with the OS operating system) shipped 230000 units, down 8 per cent from the same period last year.

Looking at the core industry market in 2022, both politics and education fell by more than 36% year-on-year, and sales in the engineering machine and traffic business market decreased by 23% and 22% respectively. The decline in professional services, finance and telecoms has been relatively small. In addition, the IWB market, which is highly competitive with commercial projectors, faces the same volatility, with annual sales declines of more than 28% for whiteboards, education and business smart touch screens.

At the brand level, Epson, Panasonic and NEC ranked among the top three in the commercial market in 2022. Brand convergence reached 40%. Sales market share of Epson and Panasonic both increased year-on-year.

In 2022, sales of laser light sources and light bulb machines both fell by more than 25 per cent year-on-year, while LED products fell less. LED light source market extreme rice, nut and Changhong continue to maintain the top three, and domestic brands have made progress in the flow business market, especially in to C-end application scenarios such as hotel industry, shadow bar bar and gift market. The market sales of laser products account for 19% of the overall commercial market. Epson, Honghe, NEC, Panasonic and SONY won the top five in sales.

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