For home screen players, this is the best time. Because, never had such a rich projection screen product available to home consumers to choose - compared to 10 years ago, there is only an option for home theater projectors, now consumers are facing micro-projection, projection TV (laser TV) and Home theater projectors for the Three Kingdoms hegemony.
The biggest positive effect is that “money is not a problemâ€
Starting with a 100-inch screen, the first question the consumer thinks is, how much does this cost? However, in fact, consumers may need at least 1,000 yuan to satisfy this wish, but for professional players, it is also possible to enjoy 20,000 to 300,000 "high-level" enjoyment.
Currently, in the range of a thousand or so, the 100-inch large screen options that can be selected are mainly traditional entertainment projections and entry-level miniature projections. The former has the advantage that the brightness is still available, but the integrated display effect is not reliable. However, due to the fact that this type of product has achieved a transition from a mercury lamp to an LED light source, its service life is also not comparable. The latter, entry-level micro-projection products are characterized by "small and exquisite" body, but the product brightness is not flattering - so, in fact, can not reach the screen output requirements of the large screen.
If consumers increase their budget to 2,500 yuan, then they can choose between mainstream 720p microprojections and 800*600 highlight entertainment projections. Although the latter is a very traditional product, the use of traditional mercury lamp light source, but after all, has a brightness of 3,000 lumens, for those who have limited economic capabilities, but need to highlight the user, is a good choice. 2500 price level micro-projection, the brightness is mostly 500 lumens, in the 60-80 inch screen, the effect is completely acceptable, while the product is also relatively small.
When consumers' budgets are upgraded to RMB 3,500 to RMB 4,000, there will be more room for choice. 1000 lumens 720p micro-projection, 3000 lumens mercury lamp 720p entertainment machine, 3000 lumens LED+laser hybrid light source 720p entertainment machine, even 500-700 lumens of 1080p micro-projection can choose. The key product difference still appears between "bright" and "micro-projection."
When the consumer's eyes looked at the price of 5000+, the market selection narrowed once again: 1080p entry-level home projectors and 1080p 1000-lumen high-end micro-projectors became the two most popular categories. The product difference is still brightness.
Between the prices of 6000-15000 yuan, basically the market of traditional 1080p mercury lamp projectors. However, the product form is differentiated between projection television (ie, ultra-short focal reflection projection) and traditional home theater projection products. The difference between the two is that the former needs to match an expensive anti-light curtain - this actually leads to a product experience of the television situation, and the economic cost is temporarily difficult to lower than 12,000 yuan. In addition, this price range is currently basically the world of mercury lamps.
Above the $15,000 price point, consumers have more subdivided choices: Super high-end RGB 3K color 4K home theater laser projection, 4K laser TV, 4K home theater products, HLD light source home theater products and HLD light source projection TV . After deducting nearly 100,000 or hundreds of thousands of products that are not accessible to the average consumer, products that really enter the mass market and have a richer product range are 2K and 4K laser televisions, of which 2K products have certain Economical; and a 4K mercury lamp home theater projector.
In summary, the private projection screen can now be said to be extremely rich in product, revamped, and highly adaptable in price. This is the industry base for the entire home projection industry from the scale of 100,000 plus the rapid evolution to millions.
Three points in the market, manufacturer and brand tear
In the face of numerous home investment markets, a notable industry rule is "no brand can cover all product types": monolithic LCD entertainment machines, business education type entertainment projection, hybrid light source products, LED micro-projection, HLD projection, Projection TV, 4K projection, etc. They belong to the "micro-project camp, projection brand emerging camp, color TV brand camp, traditional projection brand camp, and cottage projection brand."
From the products with greater market influence, the product price range of 2000-50000 yuan, the family investment is basically divided into three categories of micro-projection, laser television and home theater projection, and involves micro-investment brands, innovative brands, color TV brands, Traditional projection brand four camps.
Micro-investment products, the current domestic market, nuts, rice occupy an active position. Has formed the Internet cultural brand, the full replacement of the technology entrepreneurial brand. Internet TV makers including micro-whales have also been involved in this area. In particular, after the 2015-2016 micro-projection products achieved 1000+ brightness and 2K resolution, their product experience further moved closer to mainstream projectors, and its market is in the fast lane of development. Microprojection product line, the traditional projection brand strength is not weak, and the layout earlier. However, its marketing capabilities are significantly weaker than Internet cultural brands.
The laser TV market is the first "cutting field" for color TV brands. Hisense, as a representative of 4K laser television, has accumulated a lot in product quality and market reputation. The micro-investment brands such as nuts also saw the “micro-projection bottleneck that is difficult to break through in terms of brightness experience in the short termâ€, entered the laser television market, and created their own market influence. This product line, the marketing of new laser projection brand is not very strong; traditional projection brand is also more conservative. The important reason is that the market capacity is still relatively small.
Traditional home theater projection products are the "traditional projection brand" of the world. Whether it is a laser, HLD or mercury lamp, the traditional projection brand needs resources and effective sales volume in this “very traditional product lineâ€. Except for a few emerging brands that started earlier, such as Elowie’s layout on this product line, other emerging micro-projections, laser projections, and laser-TV brands rarely touch the field. And 4K products, 20,000 yuan budget space up and down the price, only the traditional brand of mercury lamp 4K home theater TV can choose.
From the above analysis, we can see that in different product lines, the difference between different vendors is very great. Although there are also such "expanding" strategies as nuts firmly enter the laser television product line. However, the family projection market, as a whole, still shows a pattern of fragmentation between "product lines and vendors."
The difference in product types of this brand market is in sharp contrast to the product category competition in the previous section “At least two or three products in the same price rangeâ€. This constitutes the “future uncertainty†of the market for household investment products: whether it is to continue the existing divide-and-conquer pattern, or whether the brand “some brands will eat other†will eventually happen. This has become a challenge for all manufacturers. Certainty.
Value of channel value to consumer value of fans, competition in home investment market
Hisense's laser television, nut micro-projection, or Optoma's 4K traditional home projection: Why is everyone's strong product so different? The secret of the answer lies in the different “power logic†of different brands affecting the industry.
As a new generation brand of nuts, the core competitiveness includes not only the differentiated design of products, but also the Internet culture. Such brands build “intimate†market influence that directly communicates with consumers. His advantage is very concentrated on the word "fans."
As a representative manufacturer of laser TVs, Hisense's strength comes from its leading strength in the TV market: including brand, product awareness, and channel resources. In the product, it is embodied in the purest television experience of Hisense laser projection and TV marketing.
The above two cultures are not the "conventions" of traditional projection brands: this reflects the complexity of today's projection industry and industrial innovation. In contrast, traditional projection brands have formed a unique culture in the market accumulation for more than ten years. This is the brand-channel-consumer three-level relationship.
Brand-channel-consumer three-level relationship will help projection brands to achieve a stable and reliable ability to rely on the front market in the context of limited total market size. However, its cultural image is also facing the disadvantages of “low transparency†and “distance†from consumers. Of course, when this specific industrial structure was formed, there was still no such well-developed Internet business form today. Historically, this industrial pattern has a very good advantage of adapting to the industry characteristics of small markets, many brands, and complicated after-sales services. However, over time, the Internet has become the core discourse channel today, traditional brands need to be changed: that is, the traditional projection brand culture and industrial strategy is facing the "impact of Internet gameplay."
However, the above three brand cultures are not intrinsically different: they are only different in the "matching ratio" of their respective channel values ​​and fan values. The more traditional the brand is, the heavier the channel is, the more emerging the brand is, the heavier the fans are. Since there is no essential difference between the three, it means that different brand cultures can be "image-transitioned." So, what should be the market basis for this cultural change? The answer is: The size of the home investment market.
First of all, the projection of nuts and meters into a trend image is based on the impulse growth of micro-projection products. Once this scale reaches a certain level, entering the laser television product line and developing offline channels will become the choice of both.
Second, the traditional channeling strategy of the projection manufacturers and the total size of projection products in history are limited, but their product lines are more complex, and they are closely related to the market reality of many differentiating needs such as business education engineering; The market size is smaller, and the degree of product application specialization is related to these two points, which are not the “product definition†of micro-projection and laser television. The latter definition itself is a highly accessible, highly popular, and popular product. Its total market size will be one million units or even several million units, accounting for more than half of the projection market. Therefore, in recent years, traditional projection brands have been trying to reconstruct the home market image, channels and rules system to adapt to changes in the industry.
Third, for the color TV brands in the laser TV market, they have a special feature that they have "the resources of the color TV industry." How will the latter affect the projection circle story? It must be based on the fact that laser televisions can achieve larger scales, such as sales of 2 million units. Because, color TV culture and color TV channel system itself is prepared for the direct, large number of people-friendly product sales. Of course, under the influence of Internet culture, color TV brands are also actively deploying fan economies. In particular, the consumer continuity formed by the software OS system will be the "absolute advantage resource" in the long-term development of the color TV brand home investment market.
The competition and learning between these camps in the home investment market are currently more "adapting to the new trend of new products" and "complementing their own shortcomings and inadequacies", and they do not yet have "a very significant eat-out opponent market". Offensive.
However, the competition among the product lines does not exist because there is no "fight" between the manufacturers. A consumer purchased a 1080p micro-projection for 5,000 yuan. He is bound to have an interest in entry-level home theater and entertainment projections. In fact, during the peak period, there were 300,000 units of entertainment projection market. Most of the country has been micro- Vote for it. Similarly, if a consumer purchases a laser television, he may not be interested in any other home projection type. Of course, if the consumer buys a product that is less than $2,000 and is very introductory, then this kind of consumer behavior will not have a big impact on choosing a more expensive home product in the future—that is, a product that is less than 2,000 yuan. There will be no accumulation of brand culture and accumulation of customers, nor will it form a strong continuous product consumption trend.
Therefore, the pattern of home investment market is currently: a certain product line competition, weak brand camp competition; strong market segregation and differentiation, weak product line integration. However, with Otto, BenQ and other traditional big brothers to strengthen the laser television product line, micro-projection product line; nut, pole launched laser television products, this "clear" market structure is breaking.
The reason is very simple: the home market is an area of ​​significant independence and internal strong links. There is no long-term possibility of forcing an independent demand subdivision into the home market, especially in the mass market. Future home investment brands must provide a “vertical full-scale experience†from entertainment (such as micro-projection) to private theaters to television products. In other words, the three-points of the world will ultimately be "a long time must be combined."
Smart TV/box information can focus on smart TV information network sofa butler (http://), China's influential TV box and smart TV website, providing information, communication, TV boxes, smart TVs, smart TV software, etc. Answering questions.
The biggest positive effect is that “money is not a problemâ€
Starting with a 100-inch screen, the first question the consumer thinks is, how much does this cost? However, in fact, consumers may need at least 1,000 yuan to satisfy this wish, but for professional players, it is also possible to enjoy 20,000 to 300,000 "high-level" enjoyment.
Currently, in the range of a thousand or so, the 100-inch large screen options that can be selected are mainly traditional entertainment projections and entry-level miniature projections. The former has the advantage that the brightness is still available, but the integrated display effect is not reliable. However, due to the fact that this type of product has achieved a transition from a mercury lamp to an LED light source, its service life is also not comparable. The latter, entry-level micro-projection products are characterized by "small and exquisite" body, but the product brightness is not flattering - so, in fact, can not reach the screen output requirements of the large screen.
When consumers' budgets are upgraded to RMB 3,500 to RMB 4,000, there will be more room for choice. 1000 lumens 720p micro-projection, 3000 lumens mercury lamp 720p entertainment machine, 3000 lumens LED+laser hybrid light source 720p entertainment machine, even 500-700 lumens of 1080p micro-projection can choose. The key product difference still appears between "bright" and "micro-projection."
When the consumer's eyes looked at the price of 5000+, the market selection narrowed once again: 1080p entry-level home projectors and 1080p 1000-lumen high-end micro-projectors became the two most popular categories. The product difference is still brightness.
Between the prices of 6000-15000 yuan, basically the market of traditional 1080p mercury lamp projectors. However, the product form is differentiated between projection television (ie, ultra-short focal reflection projection) and traditional home theater projection products. The difference between the two is that the former needs to match an expensive anti-light curtain - this actually leads to a product experience of the television situation, and the economic cost is temporarily difficult to lower than 12,000 yuan. In addition, this price range is currently basically the world of mercury lamps.
Above the $15,000 price point, consumers have more subdivided choices: Super high-end RGB 3K color 4K home theater laser projection, 4K laser TV, 4K home theater products, HLD light source home theater products and HLD light source projection TV . After deducting nearly 100,000 or hundreds of thousands of products that are not accessible to the average consumer, products that really enter the mass market and have a richer product range are 2K and 4K laser televisions, of which 2K products have certain Economical; and a 4K mercury lamp home theater projector.
In summary, the private projection screen can now be said to be extremely rich in product, revamped, and highly adaptable in price. This is the industry base for the entire home projection industry from the scale of 100,000 plus the rapid evolution to millions.
Three points in the market, manufacturer and brand tear
In the face of numerous home investment markets, a notable industry rule is "no brand can cover all product types": monolithic LCD entertainment machines, business education type entertainment projection, hybrid light source products, LED micro-projection, HLD projection, Projection TV, 4K projection, etc. They belong to the "micro-project camp, projection brand emerging camp, color TV brand camp, traditional projection brand camp, and cottage projection brand."
From the products with greater market influence, the product price range of 2000-50000 yuan, the family investment is basically divided into three categories of micro-projection, laser television and home theater projection, and involves micro-investment brands, innovative brands, color TV brands, Traditional projection brand four camps.
The laser TV market is the first "cutting field" for color TV brands. Hisense, as a representative of 4K laser television, has accumulated a lot in product quality and market reputation. The micro-investment brands such as nuts also saw the “micro-projection bottleneck that is difficult to break through in terms of brightness experience in the short termâ€, entered the laser television market, and created their own market influence. This product line, the marketing of new laser projection brand is not very strong; traditional projection brand is also more conservative. The important reason is that the market capacity is still relatively small.
Traditional home theater projection products are the "traditional projection brand" of the world. Whether it is a laser, HLD or mercury lamp, the traditional projection brand needs resources and effective sales volume in this “very traditional product lineâ€. Except for a few emerging brands that started earlier, such as Elowie’s layout on this product line, other emerging micro-projections, laser projections, and laser-TV brands rarely touch the field. And 4K products, 20,000 yuan budget space up and down the price, only the traditional brand of mercury lamp 4K home theater TV can choose.
From the above analysis, we can see that in different product lines, the difference between different vendors is very great. Although there are also such "expanding" strategies as nuts firmly enter the laser television product line. However, the family projection market, as a whole, still shows a pattern of fragmentation between "product lines and vendors."
The difference in product types of this brand market is in sharp contrast to the product category competition in the previous section “At least two or three products in the same price rangeâ€. This constitutes the “future uncertainty†of the market for household investment products: whether it is to continue the existing divide-and-conquer pattern, or whether the brand “some brands will eat other†will eventually happen. This has become a challenge for all manufacturers. Certainty.
Value of channel value to consumer value of fans, competition in home investment market
Hisense's laser television, nut micro-projection, or Optoma's 4K traditional home projection: Why is everyone's strong product so different? The secret of the answer lies in the different “power logic†of different brands affecting the industry.
As a new generation brand of nuts, the core competitiveness includes not only the differentiated design of products, but also the Internet culture. Such brands build “intimate†market influence that directly communicates with consumers. His advantage is very concentrated on the word "fans."
As a representative manufacturer of laser TVs, Hisense's strength comes from its leading strength in the TV market: including brand, product awareness, and channel resources. In the product, it is embodied in the purest television experience of Hisense laser projection and TV marketing.
The above two cultures are not the "conventions" of traditional projection brands: this reflects the complexity of today's projection industry and industrial innovation. In contrast, traditional projection brands have formed a unique culture in the market accumulation for more than ten years. This is the brand-channel-consumer three-level relationship.
Brand-channel-consumer three-level relationship will help projection brands to achieve a stable and reliable ability to rely on the front market in the context of limited total market size. However, its cultural image is also facing the disadvantages of “low transparency†and “distance†from consumers. Of course, when this specific industrial structure was formed, there was still no such well-developed Internet business form today. Historically, this industrial pattern has a very good advantage of adapting to the industry characteristics of small markets, many brands, and complicated after-sales services. However, over time, the Internet has become the core discourse channel today, traditional brands need to be changed: that is, the traditional projection brand culture and industrial strategy is facing the "impact of Internet gameplay."
However, the above three brand cultures are not intrinsically different: they are only different in the "matching ratio" of their respective channel values ​​and fan values. The more traditional the brand is, the heavier the channel is, the more emerging the brand is, the heavier the fans are. Since there is no essential difference between the three, it means that different brand cultures can be "image-transitioned." So, what should be the market basis for this cultural change? The answer is: The size of the home investment market.
First of all, the projection of nuts and meters into a trend image is based on the impulse growth of micro-projection products. Once this scale reaches a certain level, entering the laser television product line and developing offline channels will become the choice of both.
Second, the traditional channeling strategy of the projection manufacturers and the total size of projection products in history are limited, but their product lines are more complex, and they are closely related to the market reality of many differentiating needs such as business education engineering; The market size is smaller, and the degree of product application specialization is related to these two points, which are not the “product definition†of micro-projection and laser television. The latter definition itself is a highly accessible, highly popular, and popular product. Its total market size will be one million units or even several million units, accounting for more than half of the projection market. Therefore, in recent years, traditional projection brands have been trying to reconstruct the home market image, channels and rules system to adapt to changes in the industry.
Third, for the color TV brands in the laser TV market, they have a special feature that they have "the resources of the color TV industry." How will the latter affect the projection circle story? It must be based on the fact that laser televisions can achieve larger scales, such as sales of 2 million units. Because, color TV culture and color TV channel system itself is prepared for the direct, large number of people-friendly product sales. Of course, under the influence of Internet culture, color TV brands are also actively deploying fan economies. In particular, the consumer continuity formed by the software OS system will be the "absolute advantage resource" in the long-term development of the color TV brand home investment market.
The competition and learning between these camps in the home investment market are currently more "adapting to the new trend of new products" and "complementing their own shortcomings and inadequacies", and they do not yet have "a very significant eat-out opponent market". Offensive.
However, the competition among the product lines does not exist because there is no "fight" between the manufacturers. A consumer purchased a 1080p micro-projection for 5,000 yuan. He is bound to have an interest in entry-level home theater and entertainment projections. In fact, during the peak period, there were 300,000 units of entertainment projection market. Most of the country has been micro- Vote for it. Similarly, if a consumer purchases a laser television, he may not be interested in any other home projection type. Of course, if the consumer buys a product that is less than $2,000 and is very introductory, then this kind of consumer behavior will not have a big impact on choosing a more expensive home product in the future—that is, a product that is less than 2,000 yuan. There will be no accumulation of brand culture and accumulation of customers, nor will it form a strong continuous product consumption trend.
Therefore, the pattern of home investment market is currently: a certain product line competition, weak brand camp competition; strong market segregation and differentiation, weak product line integration. However, with Otto, BenQ and other traditional big brothers to strengthen the laser television product line, micro-projection product line; nut, pole launched laser television products, this "clear" market structure is breaking.
The reason is very simple: the home market is an area of ​​significant independence and internal strong links. There is no long-term possibility of forcing an independent demand subdivision into the home market, especially in the mass market. Future home investment brands must provide a “vertical full-scale experience†from entertainment (such as micro-projection) to private theaters to television products. In other words, the three-points of the world will ultimately be "a long time must be combined."
Smart TV/box information can focus on smart TV information network sofa butler (http://), China's influential TV box and smart TV website, providing information, communication, TV boxes, smart TVs, smart TV software, etc. Answering questions.