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

CTOnews.com October 26 news, Luotu Technology official account today released the "China Intelligent projection Retail Market tracking (China Smart Projector Retail Market Monthly Tracker)" report, which shows that in the third quarter of 2023, the sales of China's intelligent projection (excluding laser TV) market was 1.407 million, up 9.7% from the same period last year; sales were 2.01 billion yuan, down 14.5% from the same period last year.

▲ ten thousand units, Tu Yuan Lotu Science and Technology official account Lotu Science and Technology believes that China's macroeconomic development in the third quarter was better than expected due to the positive impact of policies, the enhanced role of consumption, and the narrowing of export declines. In the consumer market, service-oriented consumption such as catering and tourism performed strongly, but the recovery of home appliances and consumer electronics still lagged behind the overall market.

The main reason for the considerable increase in the smart projection market is the overall price reduction of products and the influx of entry-level 1LCD products. The underlying motivation still comes from consumer demand for the big-screen experience, which is partly supported by the popularity of summer and National Day films.

However, due to the instability of income and the lack of consumer confidence, the smart projection in retail this quarter is more reflected in low-end and low-cost products. Loto Technology said that in the third quarter of 2023, the market share of the price segment under 500 yuan exceeded 40%, making it the price segment with the highest share of sales, with sales up 39% from the same period last year. 2023Q3 China intelligent projection online market sub-price segment sales structure.

▲ Tuyuan Luotu Technology official account low-end product growth directly pulled down the market average price, reflected in the third quarter of less than 1500 yuan, the lowest in one quarter in nearly four years. This is also the main reason why sales rose in the quarter, but sales showed a double-digit decline.

Loto Technology believes that at the current technical level, 1LCD is still growing, with the market accounting for nearly 80%.

In the third quarter of 2023, the online market share of 1LCD technology rose to 77.1%, up 8.6% from the same period last year, and sales rose 19% from the same period last year.

The localization of technical route, the increase of new brands and the improvement of product performance are the main reasons for the continuous increase of 1LCD market share. In the third quarter of 2023, the number of brands on sale in China's online market reached 202, an increase of 15 over the same period last year.

In terms of products, fully enclosed optical machine applications have increased, which has almost become the standard configuration of mainstream manufacturers; products with more than 500 lumens and 4K resolution have been upgraded; the correction accuracy and speed of adaptive functions have been improved, and further covered to the low end.

In the third quarter of 2023, the online market share of DLP technology fell to 22.0%, down 8.4% from the same period in 2022.

CTOnews.com Note: DLP technology is owned by Texas Instruments (TI). Its core component is the DMD chip, which is composed of dense lenses smaller than the cross section of the hair. According to the light source of each lens, the light can be reflected to the lens (rotation + 12 degrees), and the backlight can not be reflected to the lens (rotation-12 degrees), marked as "on" and "off" respectively. Between the rapid rotation of the microlens, a grayscale (gray scale) of about 1024 levels can be formed.

According to Loto Technologies, the continued downturn in the DLP market has led to a decline in the number of online brands, from 65 in the third quarter of 2022 to 58 in the third quarter of 2023. In terms of products, price reduction for volume and high-end layout are the two-line features of this year's DLP market.

Reflected in the price segment:

The number of products with less than 1000 yuan increased, with a share of 2.3% in the third quarter, compared with 0.1% in the same period last year.

The main models of mainstream brands fell from 3000-4000 yuan to 2000-3000 yuan, pushing the share of the latter up 11.7 percent to 43.3 percent.

With the accelerated penetration of 4K, laser and mixed light technology, the share of the price segment above 6000 yuan is more than 10%, an increase of 3.6% over the same period last year.

In the third quarter of 2023, 3LCD's online market share was 0.9%, roughly the same as in the same period last year.

▲ Tuyuan Luotu Technology official account in the third quarter of this year, more small and medium-sized brands rely on prices to seize market diversion resources, so the overall brand concentration has declined, showing the characteristics of "stable brands in the DLP market and scattered competition in the 1LCD market".

Loto Technology said that in the third quarter, China's intelligent projection online market sales of TOP4 brands were polar rice, nuts, Dunbei and Xiaomi, with a combined share of 51.6%, down 4.8% from the same period last year; sales of TOP4 brands were polar rice, happy investment, Rigel and Naiju, with a combined share of only 27.1%, down 2.1% from the same period last year.

▲ Tu Yuan Luotu Technology official account DLP market concentration is still rising, the brand is a ladder-like distribution.

In the third quarter of 2023, the top four brands in terms of sales and sales were Polar Rice, Nuts, Dangbei and Vidda. The combined share of sales reached 84.6%, up 3.5% from the same period last year, and the combined share of sales reached 87.3%, up 3.3% from the same period last year.

1LCD market concentration tends to be scattered, and the gap between brands is small. In the third quarter of 2023, sales of TOP4 brands were Xiaoming, Hachi, Xiaomi and Patriot, with a combined share of 28.6%, down 1.3% from the same period last year.

In terms of resolution, FHD was the main resolution in the third quarter of 2023, accounting for 37.0% of online sales, but down 3.5% from the same period last year. 4K UHD's market share reached 3.3%, up 1.9% from the same period last year, and sales rose by 129%.

The falling price is also the main reason for the increase in sales of 4K products, with the average price of 4K intelligent projection falling from 9597 yuan in the first quarter of 2022 to 7109 yuan in the third quarter of 2023. Loto Technology believes that the average price will continue to decline in the future. On the one hand, the price of 4K products under the DLP technology route has entered within 5000 yuan; on the other hand, Xiaoming, Philips and Letv successively released 4K products of the 1LCD technology route in the third quarter, and the price is expected to enter within 4000 yuan.

▲ Tuyuan Luotu Technology official account double 11 promotion has begun, but Loto Technology believes that given the weak consumer demand in the overall society, the final market performance still faces some uncertainty.

Based on the market performance of the past 10 months and future judgment, RUNTO adjusted the annual sales forecast of China's intelligent projection market to 6.02 million units in 2023, a decline of 2.5%, while sales decreased by 19.1% to 10.1 billion yuan.

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