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

CTOnews.com Sept. 26, IDC Consulting today released the "second quarter 2023 Projector Market tracking report", which shows that the total number of projector market shipments in China in the first half of 2023 was 2.33 million units, down 0.7% from the same period last year; sales were 7.32 billion yuan, down 21.1% from the same period last year. Of this total, the smart projector market (projector equipment with the OS operating system) shipped 2.066 million units, an increase of 4.1 per cent year-on-year.

On this basis, IDC predicts that sales of projectors in China are expected to exceed 5.16 million units in 2023, an increase of 2.3% over the same period last year, and the compound growth rate of the projector market will still exceed 19% by 2027.

IDC said that although the global and domestic economic environment has emerged from the haze of the epidemic, the situation is becoming more complex and faces many challenges. The growth rate of GDP narrows, exchange rate continues to fluctuate, supply chain risk, unemployment rate changes, consumer confidence tends to be depressed, demand contraction in the main industries and other factors have a lot of impact on the projector market. In the face of market fluctuations, IDC reduced its expectations for the future market accordingly.

From a competitive point of view, the top five manufacturers in the overall projector market in the first half of 2023 were polar rice, nuts, peak rice, Dangbei and Epson, with a combined market share of more than 40%, and polar rice remained the double champion in sales.

Product end monolithic LCD low-end products continue to expand, long-focus laser burst growth to accelerate the popularity of laser machines, while the superposition of two factors makes the average price of the projector market significantly lower than the same period last year.

From the perspective of industry distribution, consumer projectors are a positive factor in promoting the upside of the market, but the commercial market is significantly lower than the same period last year. Online channel shipments at the end of the channel accounted for more than 71%, setting a new high and Douyin, Little Red Book, and live streaming goods were hot to pull the projector products upstream.

CTOnews.com attached IDC's "China Projector Market in the first half of 2023" is as follows:

Shipments of household projectors in the consumer market were 2.011 million, up 4.0% from the same period last year, while sales were 5.32 billion yuan, down 17.4% from the same period last year. Of this total, the market for smart home projectors (projector devices with the OS operating system) shipped 1.976 million units, up 5.1 per cent from a year earlier. The consumer market has the following characteristics:

In the overall household market, polar rice, nuts, peak rice, Dunbei and millet are among the top five sales.

Chi Mi Xu Li released a large number of new products to join the ultra-short focus LED, single-chip LCD competition. Among them, the dual-source long-focus laser 4K flagship RS Pro3 released shocked the market and continued to consolidate the advantages of its high-end products.

Nut power long focus laser covering the full price segment has become a dark horse in the market. When Bay cooperates with the upstream supply chain to create a new generation of flagship extreme experience of panchromatic laser.

Nuts, Dangbei and Vidda have made outstanding contributions to the consumer laser market, continuing to push consumer laser prices down and accelerate the popularity of the market.

At the same time, Xiaoming and Hongmi focus on the monolithic LCD 1080p solution to lead the expansion and upgrading of the low-end market. Lenovo brand continues to invest in integrated marketing in the projector market, launching a number of cost-effective products in a single LCD and DLP, which are widely recognized by consumers.

From the distribution of light sources, the growth rate of laser machines is more than 27% compared with the same period last year. The growth rate of LED products has obviously slowed down, while the growth rate of light bulb machines has rebounded year on year. At the level of projection technology, the substantial expansion of LCD market share stems from the explosive growth of a single LCD in China and many brands joining this market competition.

Projector innovation portfolio distribution, long-focus laser growth of more than 120% year-on-year, the market is hot, but at the same time ultra-short focus laser TV shows a downward trend. Panchromatic laser machine to create the ultimate viewing experience, market share continues to rise. Ultra-short coke LED product innovation did not meet the expected decline compared with the same period last year. Low-end LED light source monolithic LCD 1080p scheme doubled year-on-year growth.

Sales of consumer-grade 4K high-resolution products exceeded 190000 in the first half of 2023, an increase of more than 20 per cent over the same period last year. Chi Mi has a lot of layout on the popular 4K projector this year, releasing four new products and pushing the price of the 4K projector down to 5000 yuan.

LED light source products grew by nearly 80% year-on-year, and the main contribution came from polar rice H6. Sales of laser machines are concentrated in the middle and high end, with sales doubling that of LED products but with a growth rate of less than 9 per cent compared with the same period last year.

The industry has reached a consensus that laser is an important driver of display technology in the future. Centering on creating the core of the ultimate consumer experience, powerful manufacturers have increased investment in the laser field, made efforts to promote product research and development, and achieved remarkable results in channels and markets. AI terminal will be one of the most popular trends in 2024. The projector will achieve extensive and deep integration of AI in terms of hardware picture quality improvement, extremely fast focus, screen adaptation, security eye protection, related software and algorithms, so as to create a new generation of intelligent display terminals.

In the commercial market, shipments of commercial projectors in the first half of 2023 were 321000, down 22.3 percent from the same period last year; sales were 2.01 billion yuan, down 29.6 percent from the same period last year. Among them, the commercial intelligent projector market (projector equipment with OS operating system) shipped 90,000 units, down 14.4% from the same period last year.

From the perspective of industry distribution, except for the positive growth in year-on-year sales of engineering machines, other industries are declining. The government shrank most significantly, more than 50%; finance and telecommunications, traffic business and education all fell by more than 20%, and professional services declined slightly in single digits. The continuous decline in the commercial market is not only related to the depressed market demand under economic pressure, but also related to the fierce competition of IWB direct competition below 100 inches in the education and flow commerce market.

Brand competition, Epson, Panasonic and BenQ won the top three sales in the commercial market in the first half of 2023, and the degree of brand convergence reached 38%. Focusing on the laser market, Epson, Optoma and NEC won the top three.

Referenc

China's projector market is unabated, with a five-year compound growth rate of more than 19%.

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