With the development of the Internet, people’s social and personal entertainment life is completely Internet-based, leading to the disintegration of the living room entertainment culture created by the prosperity of the television media. As Gen Z, who grew up with the Internet, left the living room, young consumers no longer needed TVs.
conducted a survey for young people in the media on "If one day you want to move, you have to break away from these electrical appliances, which 3 electrical appliances will you take first, and which 3 electrical appliances will you lose first?" In the questionnaire, TV has the highest mention rate of "prioritized discarding" on the TOP10 list. One-quarter of the respondents said that TV has become "unused" or "dispensable" and therefore will give priority to discarding TV.
data is also providing evidence that TVs are no longer popular. The latest total color TV sales data from January to July released by Aoweiyun.com shows that the sales volume of color TVs from January to July was only 19.945 million units, a year-on-year decrease of 15.6%. In the past three years, the volume of the color TV industry has declined instead of rising. In 2020, the retail volume of my country's color TV market is 44.5 million units, a year-on-year decrease of 9.1%. Judging from the data from January to July, the sales volume of color TV sets in 2021 is likely to fall below the 40 million mark.
has a gratifying growth
Compared with the misery of color TV, the development trend of smart projection can be described as the rising advantage, low cost, and large price. In recent years, sales have repeatedly hit record highs.
Jingdong data show that during the 618 period this year, Jingdong projector sales increased by more than 110%. RUNTO data shows that in the first half of 2021, the sales volume of China's smart projection market was 2.312 million units, a year-on-year increase of 43.3%, and sales were 5.39 billion yuan, a year-on-year increase of 41.5%.
IDC statistics show thatSince 2017, my country’s consumer-grade projector shipments have continued to increase. In 2020, despite the overall decline in shipments, consumer-grade projector shipments will still increase to 3 million units, accounting for 71.7% of total shipments. , An increase of 7.5% year-on-year. The agency predicts that by 2025, the five-year compound growth rate of the Chinese projector market will still exceed 15%, and the projector shipments will exceed 10 million units.
IDC statistical analysis said that in the market environment of consumption upgrade, consumer demand for home audio-visual entertainment is showing a trend of large screens and pursuit of ultimate experience. The acceptance level has greatly increased. With its high cost performance and portability compared with large-screen TVs, and the rapid increase in volume through online channels, smart projectors have become the largest market segment of China's projectors.
can replace TV?
As a device for presenting video content, smart projectors and color TVs actually have a certain competitive relationship. In addition, the trend of color TVs and smart projections declining, leading to the question of whether smart projections can replace TVs is fascinating.
In fact, compared to color TVs, smart projection does have certain advantages, especially for young consumers who continue to abandon color TVs. The innovation of smart projection in terms of intelligence and convenience caters to their preferences. More importantly, the price of smart projection is relatively low, so there is an opportunity for large-scale sales.
However, industry insiders believe that smart projection is difficult to directly replace color TVs. The main reason is that the difference in the imaging principles of the two causes an increased difference in sound and image quality, and the lack of brightness of smart projection is difficult to meet the needs of most users. On the other hand, the current TV coverage rate is high, and the public's usage habits are difficult to reverse in a short period of time. And the volume of 3 million smart projectors is difficult to shake the color TV industry in a short time.
However,Smart projection has a high degree of acceptance among young consumers, and it is a competitor to color TVs that cannot be underestimated. In addition, the current consumers are showing a trend of diversified choices. At the moment when consumers are constantly differentiated, the market value that is difficult to attract young consumers will inevitably be weakened by smart projection.
Industry insiders believe that projectors can further enrich the use of home entertainment. From the perspective of benefiting consumers, television equipment has become more and more diverse, which can give users more aesthetic choices.
In the market environment of consumption upgrade, consumers' demand for home audio-visual entertainment is showing a trend of large-screen and pursuit of ultimate experience. The number of online channels has rapidly increased, and it has become the first choice to replace TV and become home audio-visual entertainment. At present, the annual shipments of smart projectors are only 6-7% of the shipments of color TVs. The penetration rate of is low, and the industry has great potential for future growth. Driven by the continuous iteration of projection technology and consumption upgrades, smart projection will move from the current "niche" to the "mass", and the market size is expected to exceed 10 million units.
For color TV manufacturers, there are also business opportunities behind this. With the color TV market saturated and sales data declining year after year, color TVs are still difficult to find a way out, and smart projection may also become a new way to "curve the country".
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