Young people who rely on "electricity to sustain their lives" cannot do without electronic products. Young people's consumption and living habits are also pushing forward the secondary innovation and experience upgrade of these products.
The rapid development of mobile Internet has made the entertainment time in the living room be squeezed out by mobile phones, tablets and other devices, and traditional large screens such as TVs have begun to eat dust...
Under such circumstances, as projectors, they have also begun to seek changes and seek to view from the traditional perspective Film tools have been upgraded to a smart life solution of "entertainment + companionship".
manufacturers who pursue pursuing have begun to take action. Recently, the top 2 brands in the projection industry have released two new products, Nut O1S and Jimi Magic Light.
" Jimi magic lamp " designed the projector into the bedroom ceiling light , which almost perfectly solved the pain point of bedroom space occupation, and was regarded as " a more elegant hanging " .
Nut O1S is more " Pragmatism ". Ultra-short focus projection wall placement can also solve the problem of space placement. can be moved easily without being restricted by space.
The former is suitable for fixed use and is elegant and beautiful; the latter only requires one wall, which is practical and convenient.
(Photo source: Jimi official website, Nut Baidu Encyclopedia) Although the two products,
, are completely different in shape, they adopt extremely similar innovative functional models, targeting new usage methods outside of watching movies, which once again proves that Projectors have evolved from simple movie viewing tools to smart homes, not only entertainment, but also have begun to provide emotional value to young people.
(Photo source: Nut Baidu Encyclopedia)
The problem is coming. When Nut Jimi began to focus on new functional scenario modes one after another, is it the heroes who see the same? Or overtake on the crook of Nut? Should the projector compete in the second half be marketing or innovation?
1 In the second half of the projector, the TOP2 bet on the "new scenario mode"
projector market has gone from the blue ocean to the red ocean, and the competition is becoming increasingly fierce, which is also forcing companies to "practice" products.
On the other hand, in response to the "eating dust" problem of large screens, the two projection giants, Jimi and Nut, are considering breaking out of the traditional entertainment model. Like a smart home, the
projector can not only be on standby 24 hours a day, but also rely on the "borderless" feature of projection, perfectly integrates the display information with the wall, presenting it with a new immersive visual experience, realizing from hardware to software Fully integrated into the home environment.
As early as April 2021, Nut launched its first ultra-short-focus projection Nut O1, which not only allowed ultra-short-focus technology to enter home projection, but also created the first LUNA OS dual-mode intelligent system through subversive intelligent light and shadow technology. In the classic entertainment mode, the "companiment mode" is superimposed, becoming a "breaking product" in the projector market.
In just one year, Nut O1 was upgraded and iterated to O1S, and it also made considerable upgrades in the companionship mode. In addition to continuing the early companion mode function,
also adds some gameplay close to young people, such as wake up/sleep/spot.
(Photo source: Nut Official Website)
Nut's innovation obviously gave the industry inspiration.
Because after the Nut-equipped companion mode product was released for one year and the second iteration and upgrade, Jimi finally released the "Jimi Magic Lamp" based on short-focus, and the new function mode brought by it is called "Immersive Desktop". It is also the first new concept proposed by Jimi. It has added sections such as music halls and any doors to make life more ritualistic and atmosphere, allowing the projector to have richer gameplay and decoration on the walls.
But careful observation revealed that the immersive desktop of Jimi Magic Lamp is exactly the same as the LUNA OS companionship mode released by Nut a year ago. In addition to the release date of Nuts a year earlier, Jimi Magic Lamp and Nut O1S, from the UI interface to the operation logic, from scene mode to built-in materials, even the switching methods between the two modes are very similar.
2021 Nuts are called " companion mode " , and in 2022, Jimi calls it " immersive desktop " .
From the perspective of the functional scenarios of the two, Nut O1S is divided into seven major walls: message board, dynamic weather, suspended clock, musical rhythm, digital art, personalized wall, and companion scene; Jimi magic lamp is divided into any door , screening hall, parent-child workshop, music hall, and health five major scenes.
(Photo source: Jimi official website, Nut official website)
Take " companion scene " as an example.
Nut O1S has a "sleep-aiding scene" for the night, with sleep reminder + washing music + bedtime atmosphere + white noise for sleep aid; for the "wake-aiding scene" in the morning, the sun rises atmosphere + wake-up reminder + morning news + morning Music + homepage reminder; for the "focusing scene" of work, based on the tomato working method, combined with work and rest, and for the "night scene" of lunch break, white noise + wake-up service.
In the health scene of Jimi Magic Lamp, we also saw similar awakening modes, meditation breathing modes, white noise during lunch break and sleep aid modes.
(Photo source: Jimi official website, Nut official website)
In order to increase the interactiveness of the projector, Nut O1S can freely DIY personalized walls, upload pictures + videos through album templates, and make a personalized photo wall. We found that the function
also exists in the Jimi magic lamp.
(Photo source: Jimi official website, Nut official website)
fake window UI is almost exactly the same.
(Photo source: Jimi official website, Nut official website)
Comparison shows that is the number one projector projector, and the new product's functions are not new .
In addition to the different names, the core functions and design of the new system of Jimi Magic Lamp are almost always benchmarked against the Nut O series. The two are extremely similar, but whether it is the Nut companion mode or the immersive desktop of Jimi Magic Lamp, I have seen the problem of low opening rate of traditional projectors, and I want the projector to jump from the original entertainment attributes. Take it out, it is more practical, immersive and fun.
provides emotional value to young people. Jimi and Nut , which have seen earlier, are also considered similar to heroes.
No matter what, is a good thing for the industry .
2 Why has the wind direction of the projector changed?
The projector used to watch movies has also begun to pay attention to humanistic care and emotional value?
This is determined by changes in both the market and the consumer.
First of all, the traditional large-screen market has declined rapidly, and projectors, as a new force in large-screen, cannot follow in the footsteps.
market research agency Omdia shows that global TV sales in the first half of 2022 were 92.604 million units, a year-on-year decrease of 6.6%. The domestic market is also not optimistic. In 2021, the retail volume of China's color TV market fell below 40 million units, setting a new low in 12 years.
Secondly, traditional projectors are difficult to please young people.
e-commerce platform data shows that the users of projector purchase are mainly young people in first- and second-tier cities.
But the reality is that whether it is the projector product itself or is equipped with an intelligent system embedded in the Internet, presented in the form of entertainment such as audio and video, traditional projectors serve entertainment, which also traps the projector behind the entertainment.
, while short videos and social platforms are more pleasing to young people, and smartphones occupy a lot of fragmented time for people. Those projectors that buy home are less likely to open.
Two years after graduation, living alone in Shanghai, 24-year-old Wang Bo shared his projector experience eating dust:
"Workers do not deserve the freedom to watch TV for a long time. Not to mention projectors, they rarely use tablets when they are busy with work. . "
stayed at home during the epidemic in Shanghai, following the trend Liu Genghong dance exercises also made him full of longing for the projector. He thought he could watch movies and exercise after buying them, but he didn't expect that he was too lazy to use them because he was busy with work, so he still became a waste Even if I get home from get off work early, I don’t want to move. I just swipe my phone and the time will pass.
is given to parents who have more time to use, but they feel that turning on the projection and walking around will block the picture, which is still inconvenient, so they rarely turn on it.
Compared with TVs, although projectors are more likely to get larger images, relying solely on product forms cannot regain the "time taken away by mobile phones" of young people, nor can they change the long-term use habits of traditional families for TVs.
Therefore, the projector needs to start looking for changes, become unique and differentiated in order to continue to maintain "positive growth".
3 The visual economy reverses the projector transformation, from marketing narrative to innovative narrative
Looking at the market evolution of all smart products, we will find a rule: in the competition of all industries, those brands that focus on the product themselves can ultimately become winners.
This is also applicable to the projector industry.
"Visual Economy" catalyzed by the smart projector has opened up new usage scenarios, from the audio-visual combination, to the breaking of the scene, the projector "in-rolling intensifies", and innovative players are accelerating and running quickly.
JD statistics show that during this year's 618, the total transaction volume of Jimi's entire network exceeded 700 million, and the sales volume of Nut Brand exceeded 300 million, firmly occupying the top 2 in the industry.
Jimi is still the leader in the industry, which is not unrelated to the brand's early micro-innovation and early market education.
As the leader, Jimi has also enjoyed industry dividends and the market space is constantly opening up. According to IDC data, Jimi ranked first in the Chinese projector market for four consecutive years from 2018 to 2021.
In the early days of the projector industry, Jimi was able to cross the river by feeling the stones and became a pathfinder in the industry; and now Jimi began to cross the river by touching her competitors, which can be similar to Jimi Magic Lamp and Nut O series. Inferred.
can only unblock the future of projection by subverting the traditional way of using smart movies in projection. On this point, Jimi and Nut reached a consensus.
Although nuts are not as high-profile as Jimi’s big money in marketing, they have always been at the forefront of the industry in innovation and constantly improving their moat. Although it has been ranked second in the industry for a long time, it is also accelerating its speed...
According to Tianyan Check, Nut Projection has completed nearly 1 billion yuan in Pre-IPO financing in March 2022, and Nut is only one step away from being listed. After the successful listing of
nuts, the domestic smart micro-investment industry will usher in a competition between the two listed giants.
By then, the projection market will usher in a larger space for imagination, and it is likely to further "explode" under the current rapid development trend, becoming the next "hot spot" and entering the homes of every young man. The main consumer force of
smart projector has been transformed into the 1995s and 2000s. They not only have a higher awareness of projection products, but also have stronger purchasing ability for celebrity brands and celebrity products.
Whoever can polish the product carefully and truly understand the user's preferences will be expected to occupy the young people's room.
This battle for young people's rooms is undecided.
