IDC

In 2020, China’s total projector market shipment will be 4.17 million units, a year-on-year decrease of 9.8% From IDC

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According to the latest released “IDC’s tracking report on China’s projector market in the fourth quarter of 2020”, the total shipment of China’s projector market in 2020 was 4.17 million units, a year-on-year decrease of 9.8%. IDC predicts that the five-year compound growth rate of China’s projector market will still exceed 15.0% by 2025.

consumer market

In 2020, the domestic projector shipment will be 3 million, with a year-on-year growth of 7.5%. LED light source products account for more than 88% of the consumer market, bulb products account for 5%, and laser light source products account for 7%. Brand competition is very fierce, Jimi, nut, Xiaomi, dangbei and Hisense are among the top five. Jimi has achieved outstanding results. The market share of the overall projector market (including consumer and commercial markets) has exceeded 18%, with a year-on-year increase of nearly 4 percentage points. At the same time, Jimi has won the annual champion with sales volume. This is the first time that domestic brands have surpassed international brands in sales volume.

The top three of LED light source market was won by Jimi, nut and Xiaomi, and Jimi’s market share reached 27%. When Beibei and Changhong led the growth of the second camp, the top five manufacturers accounted for 51% of the market share. Epson’s market share in light bulb home appliances reached a new high of 42%, and it was among the top three with BenQ and Optoma. Among the three major light source products, domestic laser products grew the fastest year on year, with Hisense, fengmi, Changhong, Xiaomi and Jimi winning the top five, accounting for 86% of the total. At the same time, the degree of brand aggregation in the consumer market increased, and small brands were significantly impacted by the epidemic, with a year-on-year market share shrinking by 7 percentage points.

Jimi successfully IPO, committed to product development and improve the industrial chain. Yibin Sanjiang Industrial Park has been put into use to expand production capacity, strengthen brand building in domestic market, and vigorously expand overseas market. In 2020, the sales volume of Jimi in overseas market will achieve a substantial growth, which has become an important engine of Jimi’s performance growth independent of the domestic market. I believe the performance in 2021 will be expected. Epson actively responds to the challenges of the consumer market, releases many new products, and constantly improves UI and intelligent properties to seek its own breakthrough. With its strong R & D background and patent reserve, fengmi has become a new force in the laser category. It only took two years to win the second place in the domestic market and enter the overseas market. Changhong continues to invest in the research and development of laser and led dual product lines, and is recognized by the market with its excellent cost performance. Dangbei is absorbing the domestic software and hardware talents to make efforts to consume the projector market and enter the top five.

Commercial market

In 2020, 1.17 million commercial projectors will be shipped, a year-on-year decrease of 36%. The fundamental reasons for the decline in the commercial market are: first, the negative impact of COVID-19 on demand side and supply side in China and overseas, from the macro ICT market, the enterprise hardware terminal market to the display terminal category to the gradual transmission of the projector market. Second, the competition for categories within the commercial display market is becoming more and more fierce. The IWB large screen intelligent interactive touch panel is encroaching on the main markets of projector stock and increment in education, business and conference markets. At the same time, the high-end market of engineering machines, which is the source of high gross profit of projectors, is also facing the comprehensive competition of commercial high-end single screen and splicing multi screen as well as other new technologies.

Looking at the seven major industries of projector market in 2020, the political and educational market shrank by more than 40% year on year, the business market fell by 32%, and the engineering machine also fell by 29%.

Among the three major light sources at the product end, laser has the smallest decline, but still more than 15%, while LED and bulb machine have more than 35%. In terms of brand, Epson, BenQ, Panasonic, NEC and Sony are among the top five in the commercial market. In 2020, the commercial laser machine will replace the bulb machine, and the proportion of laser products has exceeded 16%. Epson, Honghe, Optoma, maxell and Sony lead the market. At the same time, Hisense and Changhong have made progress in strengthening the marketing of commercial laser application scenarios on the premise of breaking through the household market.

2021 projector market counterattack

In 2020, there was no parallel in history. China’s unprecedented COVID-19 swept the world and continued to 2021. Its negative impact has a profound impact on the world and China in the social, economic, investment, macro ICT market and many sub markets. In the face of difficulties, it is not easy for China’s projector market to decline by less than 10% year-on-year in 2020 and the household market to maintain growth. In 2021, I believe that all colleagues in the projection industry will have firm confidence to fight back to defend the Chinese projector market. IDC has the following views and suggestions on the future development of China’s projector market:

China has made remarkable achievements in coping with and controlling the epidemic, and China’s economy will steadily recover and rebound in 2021. The 14th five year plan points out the direction for strategic investment and industrial upgrading in the macro ICT market, and also provides many market opportunities for the projector sub market as a consumer and enterprise level intelligent display terminal. China’s projector market volume has reached a new high for three consecutive years, exceeding 45% of global sales. No matter the rising domestic or international brands, it can be said that those who win China win the world.

On the consumer side, China’s per capita GDP has exceeded US $10000, and the contribution of generation Z consumers to purchasing power has become prominent. The epidemic has forced consumers to change their lifestyle and space, stimulated the demand for large screen intelligent display devices, and improved the visibility and accessibility of projector categories. Faced with the decline of smart TV market, which is more than ten times the size of home projector, we believe that the consumer projector market is still in the future. Although the projection circle has new channels and new marketing methods for young people who are born in the Internet era, identify with domestic brands and have the courage to accept new things, we also observe their rational consumption characteristics and high attention to the core quality of products. In 2021, the degree of convergence of consumer brands will be further improved, and it is the only way to create the best display intelligent experience and high-quality pop stars. At the same time, we also look forward to further breakthroughs in the research and development of upstream display chips, the improvement of light source brightness, the popularization of 4K products at the consumer end, the balance of sales volume, accessories, especially screens and prices. No matter what focal length scheme of LED, laser or bulb, the breakthrough and innovation of display quality, intelligent interconnection, reliability and ease of use can highlight the differential characteristics of projector and win in the trend of large screen consumption of intelligent display terminal.

Commercial projectors may continue to be under pressure in the education and business traffic markets. The core manufacturers are committed to upgrading and developing the performance parameters and concepts of display terminals, such as brightness, color, energy consumption, interaction and intelligent commerce. The industrial chain and circle are relatively mature and fixed. Educational short focus and projection whiteboard combination or interactive projector, long focus business machine to meet the needs of these scenes. The IWB industry chain is relatively open. Touch display panel, x86 or arm computing power, OS and apps, and intelligent connection are integrated to form an ecological environment suitable for application scenarios. In addition, the price of large screen panel continues to plunge, and the market below 100 inches, IDC research data shows that users tend to choose the latter. Engineering projector represents the most advanced technology collection of projection category and the most complex solution of subdivision scene. In the market of more than 100 inches, display technology differentiation is obvious, and it has a bright future in many fields, such as stage performance, screen, immersive experience, ball screen, simulacrum and so on. 2021 is a popular year for commercial laser projectors. We hope to have more breakthroughs and innovations with the help of new light sources.

More reading: IDC: in the first half of 2019, the total shipment of China’s projector market reached 2.19 million units, a year-on-year increase of 24.8% IDC: in the first half of 2020, the total shipment of China’s projector market reached 1.69 million units, a year-on-year decrease of 23.1% IDC: in 2018, the total shipment of China’s projector market reached 4.35 million units, a year-on-year increase of 31.1% IDC: in 2014, Q4, the total shipment of China’s projector market reached 569886 units Year on year decrease 12.7% IDC: in 2019, China’s total projector market shipment reached 4.62 million, a year-on-year increase of 6.3% IDC: in 2014, Q4, China’s projector sales ranked IDC: in 2014, Q3, Taiwan’s projector market shipment was 21 000, 255 ZDC: October 2015 China projector market analysis report IDC: it is estimated that the smart watch will account for 44.6% of all wearable device shipments in 2022 IDC: Q4 global enterprise external OEM storage system spending 7.9 billion US dollars in 2019 IDC: China’s Tablet PC market shipment will be about 5.81 million in the fourth quarter of 2019 IDC: the market size of China’s software defined computing software market will reach 340 million in the first half of 2019 IDC: the scale of China’s cloud management service market will reach 310 million US dollars in 2018, with a year-on-year growth rate of 131.4% IDC: Top 10 forecasts of China’s financial industry in 2018 IDC: the shipment volume of China’s printing peripherals market will be 5.463 million units in the fourth quarter of 2020, with a year-on-year growth of 13.2%

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