2022 is a "critical" moment for intelligent projection. The industry not only achieved substantial growth again, but also gave birth to new structural changes.
The structural changes are mainly reflected in the diversification trend of product forms. Not only Hisense , Dangbei, Jimi, Nut and other leading brands continue to target new light sources, high brightness, 4K resolution and many other "impacts". "high" factors in an attempt to further "pull up" the core indicators of smart projection; there are also a group of new domestic forces that are "betting" on single-chip LCD ultra-low-price projection, intending to continue to harvest the market with low-priced large screens.
At the same time, there are also a group of large manufacturers with profound professional and technical background who want to break the ceiling of the "smart projection" application market in terms of product application forms. For example, brands such as , Samsung, , HuiShi, , BenQ, and are pursuing smart projection. They do not “blindly” soar and “show off” new smart projection product indicators, but focus on differentiation and segmentation scenarios. to extend application boundaries.
In April this year, Samsung’s first smart projector, The Freestyle, was officially launched in the Chinese market at a price of over RMB 5,000. However, this product with a brightness indicator of less than 500 lumens was sold in just 20 days after being launched on Samsung’s online mall. It was sold out within minutes. There are also more than 10,000 people making reservations on , JD.com and . The number of reservations exceeds the number of JD.com’s initial inventory, which once caused its inventory to run out of stock.
is a product with a brightness of less than 500 lumens and is priced at 5,999 yuan, but it has not aroused much response in the market. This reflects a signal. After smart projection enters a mature stage, the market's expectations for smart projection are becoming more diverse and differentiated.
Perhaps it is because the demand characteristics of the current smart projection market are becoming more diverse and more personalized. Traditional projection giant BenQ, the world's first DLP projection brand, has also put its breakthrough in the " Rio Tinto " smart projection market in the dimension of precise scene cutting, launching a rotatable portable smart projector GV30 with a built-in battery that supports 2.5 hours of battery life. It intends to find its own "market territory" through differentiation such as outdoor camping.
Like Samsung's The Freestyle, the BenQ GV30 is "mediocre" in terms of basic core brightness and resolution, with only 300 lumens + 720P resolution, but the price is 3,999 yuan. If you follow the current configuration of starting with brightness 2000+ and 1080P, looking at this indicator parameter alone, the price is 3999 yuan, which is indeed a bit "overconfident".
As a veteran in professional projection, why does BenQ insist on setting the price of such a smart projection product with slightly "bland" core indicators at the high price of 3,999 yuan? The answer is that it has great "innovation points" in product form and application scenario breakthroughs.
Judging from the specific information exposed by the official, this product not only has the physical properties of a projection display product, but also targets special environments such as mobile outdoor in application scenarios.
For special and complex environments such as outdoor camping scenes, GV30 has multiple targeted "innovative designs for scene applications". First, This projector adopts a portable design, weighing only 2.5 kilograms, and the built-in battery supports 2.5 hours of battery life, ensuring that users can take into account the power needs while being easy to carry;
Second, There is another A "hugely innovative" design update in terms of product form, it is equipped with a 135-degree freely rotating lens. Two "unique designs" such as built-in magnetic rails and a detachable magnetic base ensure that the projection lens can rotate freely at 135 degrees. This not only brings great convenience to applications in complex environments such as outdoors, but also enhances the technological beauty of smart projection products.
Third, can "resist falling". The body is made of environmentally friendly TPU material, which can absorb shock and prevent falls from a height of less than 0.7 meters. This functional breakthrough is also an extremely practical design for outdoor and other environments.
Fourth: has a simple and individual appearance design. It adopts a drop-shaped appearance design and a simple white color system. It breaks the inherent square design style of traditional projection products and is more in line with the personalized aesthetics of young people in the Z era. BenQ GV30 even won the Craftsmanship Design Award, the 2021 Japan GOOD DESIGN Design Award. In the design language style, BenQ focuses on "playing with personality", which also gives this new smart projection product a lot of points.
An industry insider said that BenQ's GV30 is a bit like the "mini cooper" and Mercedes-Benz's "SMART" positioning in the automotive industry. It may not be "outstanding" in terms of core indicators and parameters, but it has its own surprises. It has an exquisite and compact appearance, is convenient for parking and warehousing, and has a strong sense of technological aesthetics. It relies on personality differences to win consumers' multiple choices.
Comments: The main reason why BenQ’s GV30 smart projector has “low parameters” but dares to price it at 3,999 yuan is that the GV30 is not an ordinary projector. It is not limited by space and appearance, allowing consumers to It can be used flexibly according to personal preferences and is more like an interesting multi-functional entertainment device designed to meet the ever-changing lifestyle of Generation Z consumers.
