Under the background of laser display sales, the center of industry attention and the law of industry development have also undergone drastic changes. The industry predicts that 2017 laser display will usher in the crucial period of industry reshuffle and positioning.
2017, the new significance of brand position in the laser industry
In the traditional sense, laser display is an emerging segment of the projection industry, with the potential to be large but small in size. This feature determines the number of industry participants, but no one can influence the industry's final trend.
From the data, in 2016, the industry’s leading brands accounted for a relatively high market share. Based on the education market, Honghe and Oriental Central Plains have become the biggest winners in the market. However, this kind of leadership does not have the support of "absolute quantity". Still taking the education market as an example, more than 80% of market sales are still traditional mercury lamp products. This determines that the gap between brands, even if it is the difference between the first and tenth, is "short-term can be reversed."
The relative share gap is large and the absolute number gap is limited: this is the characteristic of the traditional laser display circle. However, this feature will have to change in 2017.
Still taking the education industry as an example, in the first quarter, the combined sales volume of the industry's first and second place has exceeded the annual total of 3 to 10 for the whole of last year. In the first quarter, the proportion of laser and mercury lamps in the education market also rose to 1:2. And the industry is further expected that by the end of this year, the ratio will rise to close to 1:1. That is, the proportion of mercury lamp projections in the education market will bid farewell to an absolute majority in 2017.
Under such changes in industry data, the status of the laser leader in the education market will shift from "relative" to absolute. That is, not only is the market share leading, but the absolute quantity gap will also be opened. Therefore, the industry sees 2017 as the last year of laser education opportunities, and it is also a qualitative year for the market brand structure.
In the face of such a key historical period, brand owners will naturally go all out. For example, in addition to Honghe and Oriental Central Plains, the motion of laser education projection panels such as BenQ, Dehao, and Changhong are all “strongâ€. Especially in the first quarter of this year, BenQ’s Jilin Banbantong received 2,000 large orders, which is almost the assembly number of the industry “shoppingâ€.
Market Logic, Technology Center Theory Will Retreat to Secondary Status
Laser display, though as a new technology, has its inherent product appeal. However, just like all high-tech, laser display can not always "eat on the aura of new technology". Industry sources pointed out that the laws of the new three-year and three-year period also apply to the laser industry: Lasers have experienced a history of “new three years†since 2014, and their consumption perception will transition to “mature technology†in the future.
The latter means that companies and brands can no longer conquer the market with "a simple laser tag." Or, laser technology itself is mature and popular, it will dilute the laser attraction.
In this regard, on the one hand leading technology companies will further tap the core innovation value of laser products. For example, NEC has intensified the construction of a two-color laser high-end engineering machine product line, and Guangfeng further launched the latest version of the 3.0 laser fluorescent color wheel core technology system.
On the other hand, the landing of technology products will place greater emphasis on the "polymerization value of peripheral technology." For example, the light peak, visual beauty, NEC, etc. are all emphasizing the significance of the sealing and heat dissipation technology of the light source part. Guangfeng enters the 3LCD laser projection product market, complements the gap in the laser product chain, and BenQ Lasers adheres to the collaborative arrangement of short-focus and medium-long telephoto, and emphasizes the safety control technology of laser television light sources.
The above changes, the concentrated market performance is: laser display products in the market, the proportion of the laser's own space has decreased significantly, the proportion of peripheral technology has increased significantly. The laser product brand further emphasized its own comprehensive technical strength. The traditional projection manufacturers further reached the “equal amount†technology collocation pattern of "laser and mercury lamp" products in the product line layout. These changes signify the maturity of laser technology and also indicate that laser products are entering a new cycle of more energy and competition.
The brand's center of gravity tilts toward sales, and the market war is inevitable.
"No technology can always rely on 'new' as a selling point." This is the law of technological development and progress. Laser is no exception. However, as a manufacturer, it must have its own "strategy" and "new" points at every moment. In 2017, under the background of laser projection technology centering, it is the new center of "sales" that complements the strategy of manufacturers.
In the first quarter of 2017, 8000-20000 lumens of high-end laser engineering projectors made a good start, accounting for 16% of the laser projection market with a brightness of more than 4,000 lumens, and almost 40% of sales. Almost two times the market growth. The core factor that drives this market growth is the first ever increasing supply of products. Including Taiwan-based Lixun and BenQ, local brands such as Merlot, Guangfeng, and Japanese NEC all regard this high-end market as an important breakthrough.
According to the data, another highlight of the laser display is the home market, especially the laser television products. Under the promotion of low-price strategies such as nuts and Optoma, the sales volume in the first quarter of 2017 reached 5 times. This data also makes home lasers and engineering lasers in the laser plate almost equally divided "abnormal" pattern has been well adjusted: According to the domestic projection market segmentation ratio, the home market should be at least 3-5 times the engineering market.
In particular, it is worth mentioning that in the first quarter of 2017, the commercial laser display projection market maintained a “chain-on-half†increase. In the first quarter, as the low point of the industry in the whole year, the business education market has always been negative growth. Although the total amount of commercial laser projections is still very low, the continuous growth from the first quarter of last year has seen the industry see that this market is not an "unmoved" cock.
In the laser projection industry, there are three common rules behind the various market segments. The first is the price rule, such as the home theater laser television with nuts; the second is the channel law, such as the Honghe education market. Leading; the third is the layout rules, such as NEC, Vivitek, Sony's achievements in the engineering market. The most important feature of these three laws is that "there is not much relation with science and technology, especially laser technology," and "the relationship with the traditional projection industry's competitiveness factors is even greater."
That is, these three laws describe the “law of sales†in one sentence: How to attract consumers' attention, how to reflect the value of products, and how to shorten the distance between products and customers has become more important than the technology itself. Focus on the market. In this regard, the actions and achievements of BenQ's educational lasers have shown that the manufacturers are already preparing for the reshuffle of the market structure dominated by the “stock sizeâ€.
The replacement process of solid-state light sources for mercury lamps "true" begins
How does the technology go from the industrial logic of laser display to the "sales center"? Did not see it? the answer is negative.
At the Spring Education Exhibition, one vote of the HLD projector became the largest dark horse, including NEC, Hitachi, Panasonic, Rontico and other brands have launched the corresponding products. At the same time, the enthusiasm of manufacturers is also expanding on the three primary color laser and laser LED hybrid light sources. For example, the source said that the Oriental Central Plains is developing RGB three-color laser engineering projectors; Panasonic has strengthened the introduction of hybrid light source products in the business education market.
That is, under the laser display transition to the sales center, the entire new light source market, including lasers, HLDs, and hybrid light sources is erupting into a more “full and diverse†supply structure narrative. With laser projection as the core, the replacement process for a solid-state light source mercury lamp has begun, and 2017 will be a key turning point.
For this light source replacement trend, it should not be understood as a one-to-one market shift, but a process of reshaping the industrial structure. In fact, new light sources such as lasers perform quite differently in different projection subdivision scenes.
For example, the strength of laser education and the weakness of laser commercial use; for example, the proportion of DLP in solid-state light sources is different from that of 3LCD; in addition, the 3LCD Alliance in the Japanese projection camp faces the name of laser and other technical competition (DLP and LCOS). Reflective imaging is more friendly to the existing solid-state light source technology; and the rise of local projection brands and the micro-investment market is a new atmosphere brought by the "light source revolution" to the projection industry.
In other words, in the era of solid-state lighting, the share of the projection market will be re-cut (for example, entertainment projectors of traditional brands have completely given way to emerging manufacturers of micro-projects). Under the call of new technologies, the accumulation of word-of-mouth in traditional brands will create a “market stall†(eg, the rise of Hisense and Nuts in the laser television industry). This is first and foremost a struggle for industry discourse rights and product analysis rights. After that, it is more direct market share and profitable competition: the strangling battle between rising stars and traditional brands is imminent.
Different brands learn from each other and become mainstream
If we say that the laser display circle in 2016 and before is the process of the rise of "innovation-led" brand, then the "learning type" brand starting in 2017 will become the market winner.
On the one hand, industry rookies began to learn the experience of old drivers. Including the channel system, product system, peripheral technology, etc., the rookies are no longer only staring at their own advantage of the laser a three-point area. Every brand understands who will make up the short board and who will be the winner.
On the other hand, after a long period of time, the traditional industry giants viewed the rise of laser projection as a way of “lasing on the surface of the laser and actually watching itâ€. And now, they must supplement their own homework by learning from the rookie brand strategy. Among them, not only laser technology products, but also hybrid light sources, HLD, etc., will all become the traditional material to reconstruct the industry discourse structure. This is why, since 2017, the heat sources of hybrid light sources and HLD have risen under the strong laser background. - A multi-technology solid-state lighting projection market is more beneficial to traditional big companies.
On the whole, the sales center is more tested than the technology center in terms of comprehensive strength, more instantaneous change capability, more dependent on industry ecology and partners, and more need for corporate learning. This is the industry trend of laser display in 2017. Under this general trend, learning from each other and even the team is an unavoidable thing. Once the rise of solid-state light sources such as lasers, and the direct cause and effect logic of reconstructing the brand position of the industry, under the market's heavy volume growth, there has been no projection brand that can stand out.
Therefore, the laser projection in 2017 will surely be a big harvest, but it will also be more bloody. Meeting the more fierce industry competition is a psychological preparation that practitioners must have.
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