Laser display has finally begun to improve in the home investment market. An industry personage expressed such emotion after seeing the data that the shipment of laser home projection exceeded 100000 units in the first eight months of this year on Ovi Cloud.
Recently, according to the online monitoring data of Ovi Cloud (AVC), from January to August 2022, the cumulative sales volume of laser home projectors (excluding laser TVs) will be 111000, with a year-on-year growth of 301% and a sales volume of 670 million yuan, with a year-on-year growth of 239%. The year-on-year growth rate of the volume and scale was more than twice that of the household intelligent projection industry, and far exceeded the overall growth rate of the household intelligent projection industry.
In addition, the penetration rate of laser projection (excluding laser TV) in household intelligent projection is also increasing, which has increased from 2.0% in 2021 to 3.4%. With the iteration of light source technology and the upgrading of consumer demand, consumers have shown higher consumption expectations for laser projection.
Why did the laser home projection break 100000 units in August
Some industry insiders said that the sales volume exceeded 100000 units, the market share increased, and the growth rate showed multiple increases, which indicated that laser projection had entered a critical stage of market harvest in the household projection market.
The reasons for the comprehensive rise of laser projection in the household projection market are as follows: First, technology upgrading and cost reduction have changed the threshold of consumption; Second, more industry leaders have added laser intelligent projection, which has improved the market recognition.
Laser is very suitable for quality upgrading: It is reported that an obvious feature of this year's intelligent projection market is quality upgrading, among which the key indicator upgrading is the constant increase in brightness. In the dimension of brightness, laser display has "natural advantages". Laser can play a greater role in the era of high brightness and become the main driver of the further "performance and scale" growth of the household market after LED.
Compared with traditional LED light source, in terms of brightness, laser light source has the advantages of "brighter in the same volume" or "smaller in the same brightness volume" compared with LED and traditional mercury lamp; In particular, the three primary color laser light source takes the lead in color effect. The characteristics of laser light source such as high saturation, high brightness and long service life make it an ideal light source for home projection.
Further exploration of cost: the lower upstream cost of laser projection is driven by the lower downstream demand. Since 2019, the average product price has been declining; As of August 2022, the average product price has dropped to 6084 yuan, a year-on-year decrease of 16%, and a year-on-year decrease of 45% compared with more than 10000 yuan in 2019.
In the next two years, with the technical innovation and upgrading of key links such as light source design, optical mechanical module, and machine design of leading brands of laser display led by Hisense, Guangfeng, Changhong, etc., the volume of laser projection will be further reduced, while the cost is expected to continue to decline, with an expected decline space of 40%. This will undoubtedly drive laser projection to close the distance with consumers in terms of price affinity.
Enthusiastic participation of head brands: According to the statistics of Ovi Cloud, at present, there are about 20 brands in the laser home projection market, including Epson, Hisense, Changhong, Fengmi, Dangbei, Xiaomi, Sony and other industry giants. These giant players have made bets on new home laser products, which continue to stimulate consumers' desire to buy and boost the growth of the industry.
What are the mysteries of TOP5 brand list
In the first eight months of this year, the top five laser home projection (excluding laser TV) markets were respectively occupied by Dangbei, Fengmi, Epson, Xiaomi and Vidda.
There are two characteristics of Ovi's top five lists worth "aftertaste". First, although Dangbei is the first, the "winner" behind the scenes is not him, but Guangfeng. Second, Vidda was among the top five laser home projectors within three months of its launch.
Why do we say that although Dangbei is the first on the list, the biggest winner is not him. Because, in this TOP 5 list, the laser modules of Dangbei, Fengmi and Xiaomi are all from the "Shenzhen Guangfeng Technology", and Fengmi itself is a sub brand of Guangfeng. Among the top five brands, three "behind the scenes players" are related to Lightpeak Technology. This shows the strong performance of Optical Peak Technology in the field of laser display.
In addition, Vidda entered the top five in less than three months with a new laser telephoto projection C1, which is also worth reading by the industry.
The reason why Vidda C1 became an industry blockbuster as soon as it was listed was that on the one hand, it was inseparable from the four dimensions of "painting, sound, price and integrity"; on the other hand, it was the "brand empowerment" of Hisense, the "leading brother" of color TV, especially the "support" of Hisense's leading full-color laser technology in the industry.
Postscript: 2022 is the key year for laser display to enter the "smart projection market" on a large scale. "Seizing the opportunity of laser technology in the home investment market" has begun to become the consensus of the industry, and has also become a new engine for the "accelerated rise" of industry brands.
According to the research, the investment and sales of laser light sources in the future are likely to maintain a sustained growth and become a banner of differentiated consumption in the high-end and highlight markets.
Source: Audiovisual circle
