Where does the intelligent projection industry go under the inner roll?

"Shocking audio and video feast, perfect audiovisual enjoyment" "You can experience the movie theater at home", "The first choice for renting the house" ... Are these attributes of the smart projector poked your heart? With the increase of disposable income, people's demand for entertainment life has become increasingly diversified. Among them, consumers' pursuit of large -screen viewing has set off a wave of irresistible in the audio and video industry. Moreover, the implementation of the epidemic prevention and control measures greatly reduces the opportunity to go to the cinema to watch movie theaters. Therefore, the intelligent projector that can not only leave home, but also provide a large screen viewing experience is loved by consumers.

In 2021, the growth trend of smart projectors has continued to decrease, and it has become a category of rapid growth among many electronic products. It is expected that the size of the Chinese home projector in 2024 can reach nearly 8 million units. However, many brands aim at this demand air outlet and start to "cut leeks", rushing to market crazy marketing to seize the market, but throw the most important quality factors of service products in the head, with good marketing and false marketing. Get the fish dragon mixed. Only by "products as kings", do not engage in so -called capital games, improve technologies and improve user experience, can we stand out in this chaos and harvest consumers' trust and reputation.

The emergence of the arms

The development of the times and the change of the years. Today, the post -80s, post -90s, and post -00s have occupied the main position of the consumer market. The demand for consumption upgrades, young consumer subjects, large -screen demand, and intelligent household demand are the general trend. Compared with the huge volume and high price of large -screen TVs, small volume, easy to carry, multi -scenes are used with the heart, and also have a large screen display function. The price of projectors that are more dominant in price will undoubtedly become more preferred by consumers. The more More users come as the only option for the supplementary options or even replaced by smart projection as a TV.

Coupled with the emergence of the "home economy" spawning of the epidemic, new scenes including online education, remote office, and online viewing have also brought more new needs, and at the same time, it has greatly enhanced consumers' awareness of intelligent projection. At home prevention and control, the door is not allowed to go out, and the second door is not allowed. It is always difficult to use some home entertainment methods. The projector is really hard to make people unwilling -oversized screen display, three -dimensional surround sound effects, movie theaters at home ...

Driven by the market, projection manufacturers represented by Kimbi seize the opportunity of technological changes, develop their own production, optimize algorithms, and develop technology. By expanding the independent production capacity of projection company Epson, the independent productivity increased from approximately 40%in 2003 to about 60%in 2016. While ensuring the supply and quality of the parts, the cost of procurement of parts declined sharply; In 2018, Jimi introduced Chen Yixue from Yangming Optics as director of optical technical, promoting self-developed optical machines, and the prices of self-developed procurement decreased by an average of 8%-18%from outsourcing. The projection manufacturer represented by Kimono has creatively developed a series of intelligent perception algorithms and picture quality optimization algorithms suitable for projection equipment, giving projection equipment multi -dimensional perception and excellent picture quality optimization capabilities, ensuring the product's brightness, resolution, and resolution, resolution, and resolution, resolution, resolution, resolution, resolution, resolution, resolution, resolution, resolution, resolution, resolution, resolution, resolution, resolution, resolution, resolution, resolution, resolution, resolution, resolution, and resolution, resolution, resolution, and resolution, resolution, and resolution, resolution, and resolution, resolution, and resolution, resolution, and resolution, resolution, and resolution, resolution, and resolution, resolution, and resolution, resolution, and resolution, resolution, and resolution, resolution, and resolution, resolution, and resolution, resolution, and resolution, and resolution. The continuous upgrading of key properties such as intelligence and other optimization functions have been added to increase the intelligence avoidance of screen intelligence and automatic screening, and further enhance product intelligence.

Supply -side technological changes and self -developed self -developed product capacity improvement, stacking demand side consumer group youthful, large TV trend trends, large brand potential, smart home space growing up, smart projection compared to other consumer electronics products, maintaining compared to other consumer electronics products. Obviously and rapid growth, market demand continues to be strong, and product shipments have grown rapidly. In 2021, the total shipments in the Chinese projector market reached 4.7 million units, an increase of 12.6%year -on -year. In the first quarter of 2022, the sales volume of China's intelligent projection market (excluding laser TV) was 1.323 million units, an increase of 22.1%year -on -year; sales were 2.64 billion yuan, a year -on -year increase of 12.3%. As a representative enterprise in the industry, XGIMI Technology achieved operating income of 4.038 billion yuan in 2021, an increase of 42.78%over the same period last year; the net profit attributable to the owner of the parent company was as high as 483 million yuan, an increase of 73.37%over the same period last year. How can this data not be jealous, but from the perspective of the stock price, after the highest point in June 2021, it has fallen by more than 50%?

Behind the huge market is a wolf borrowing

On March 3, 2021, XGIMI Technology was listed on the science and technology board. After the opening of the first day, it rose to 611 yuan, an increase of more than 357%.

First, there are "contradictions" in the business income, account receivables, and procurement in the listing instructions. The new batch of quality is questioned. IPO projects are suspected of not diligently urging XGIMI technology to disclose their gambling agreement, and they are even issued by the Securities and Futures Commission issued by the Securities Regulatory Commission. The warning letter; the quality of the product of XGIMI is questioned in China. It has repeatedly boarded the quality and service black list. The complaint cases on the complaint platform have also continued. The perfunctory attitude of customer service has made consumers very dissatisfied.

As an important support for its performance, product sales will inevitably be affected by data suspected fraud and product quality. In the long run, enterprises are likely to move towards losses and cannot guarantee production.

What's more, the industry lacks "core" problem is still serious. As the core part of the projection equipment, the cost of the light machine accounts for 30%to 50%of the overall cost of the projection equipment. Among them, core components such as the core imaging components and laser display the laser in the whole machine are controlled by overseas manufacturers. Based on the advantages of the DLP solution, DLP has gradually become the mainstream of the market; but the core imaging device DMD chip is monopolized by TI and has high craftsmanship and patent barriers. According to the different lighting display technology, the current mainstream projection equipment light machines include 3LCD, DLP and LCOS cores. The color effect of 3LCD is good, but the volume of LCD devices is relatively large; LCOS has a high concentration and high resolution, but technology is currently immature; DLP has high brightness, high color contrast, high pixel filling rate, so that the volume of projection equipment volume More compact. The mainstream domestic projection manufacturers have mainly adopted the DLP solution, but TIs are more open to downstream C -end manufacturers. Since 2020, XGIMI has established direct business connections to TI direct DMD chips. In addition, as the highest cost of laser machine products, the most proportion of laser machine products has also been monopolized by overseas manufacturers such as Japan Asia and Osram. This undoubtedly brings great instability to the development of the domestic industry. In addition to industry leading enterprises, some brands that focus on 100 yuan projection products use online channels to experience the characteristics of physical objects, and to mislead the concept of stealing the concept. Resolution, virtual highlights, and non -benchmarking performance test criteria for exaggeration ... In the past two years, projection products have been exposed to unqualified quality of quality inspection and inspection by the General Administration of Quality Supervision, Inspection and Quarantine. For example The 20 batches of projector products produced by 20 brands have been conducted special quality supervision and random inspection. A total of 2 batches of unqualified products were detected. The unqualified rate of this random inspection was 10%. In the information announcement of unqualified products, the General Administration of Supervision has spot -checked 26 batches of projector products produced by 24 provinces (cities). It was found that 4 batches of products were unqualified and the unqualified discovery rate was 15.4%. 5.4%.

The dishonesty operation of the enterprise, the quality of the product is not available. It has covered the development of the entire industry a thick shadow. To break the status quo and win the bright future, the company must grasp the quality of projection products. Produced products that the people can buy and enjoy.

Return to quality and win trust

For industries that sell products and services like the projection industry, product power is undoubtedly the core competitiveness. It depends on the company's product strategy, research and development capabilities, and production capacity construction. Important driving force. In order to really develop in the domestic and foreign projection market, we must work hard in the above aspects, especially the quality of strict projection products.

At present, domestic leading industries such as XGIMI, Guangfeng, and Nuts have realized the severe situation. For the research and development and production of precision components of projectors, its unique technical advantages are a sword, splitting the road of development. Only by getting rid of the monopoly of key technologies from foreign companies can we truly grasp the direction and future of development and will not be subject to control. To others. Enterprises are indeed a top priority for the training of R & D teams.

The members of the core team of XGIMI have the research and development experience of ultra -high -definition and its industrial chain, and have the innate advantages of self -developed self -developed. In 2018, Chen Yixue's joining of Chen Yixue has greatly promoted the project process of self -developed light machines. The benefits of self -developed self -developed and self -developed self -developed self -developed self -developed self -developed self -developed self -developed benefits far exceeded expectations. In 2019, the company realized the autonomy of optical machine technology and gradually introduced mass production. In 2020, the proportion of self -developed light machines increased to 70%, gaining a great competitive advantage.

In addition, based on the excellent algorithm development capabilities, XGIMI has creatively developed a number of intelligent algorithms, which has greatly improved the ease of use and picture quality of projection products. At present, XGIMI is also supporting the research and development of LCOS technology. It is testing the Huixinchen LCOS chip (the first domestic (inorganic orientation) QHD micro -display LCOS chip). It is expected to be the first beneficiary projection manufacturer. Guangfeng's "Tsinghua Department" has a significant research and development gene, and the founder Li Yi's team pioneered the ALPD technology route. Under the leadership of scientific research entrepreneurs, the company's research and development atmosphere was strong. Its world's first laser display technology ALPD has created a new fluorescent laser display architecture, realizing the underlying architecture of the holding laser system. Since then, the company has continued to upgrade ALPD technology and has now developed to the fourth generation. By actively operating patents, Guangfeng has formed a complete core patent group, covering the "laser+fluorescent" line field. In addition, the core patent of Guangfeng has been widely quoted by the same industry giants, and the reference time is long. The reference is sustainable, indicating the leading nature and importance of Guangfeng technology.

The professional R & D team composed of high -precision talents controls the lifeblood of the enterprise, continuously draws the fresh blood of the talent market, and improves the team's innovation and collaboration capabilities. Capture the "heart" of consumers and play the brand's reputation.

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