Domestic projector market report in the first quarter

In the first quarter, large-scale exhibitions such as CES2013 and CCBN2013 were held in succession. Many projector manufacturers displayed their new technologies and products at these exhibitions. Concepts such as 3D micro-projection, interactive screens, and intelligent projection made consumers feel refreshed. At the same time, it also affects the brand structure of the projector market to a certain extent. In the first quarter of 2013, China’s projector market, BenQ still holds the top spot in the brand watch list. Sony surpasses Acer to enter the top four; in terms of product type, the market share of micro projectors continues to increase, which is higher in the quarter than in the previous quarter. The quarter rose 2.0 percentage points.

Report Highlights • Overall Market Brand Concern: BenQ took the top spotlight with a 23.3% share of attention, followed by Epson and Panasonic; Sony’s attention ratio increased by 0.6% from the previous quarter, ranking fourth ahead of Acer’s list. .

• Market segment brand awareness: In the business projector market, BenQ topped the list with a ratio of 18.8%; Education projector market, Panasonic and Sony are fiercely competitive; BenQ alone accounts for more than 30% of market attention in the home projector market. Share.

• Product Focus: Product Focus On the top of the list, BenQ has six products on the list and has become the brand with the largest number of products on the list, with the BenQ W1070 ranking first in the product list with a 3.7% concern.

• Analysis of parametric characteristics: The cumulative market share of the following million yuan products exceeds 60%; micro-projectors are becoming increasingly concerned by the market, and the proportion of attention is up 2.0 percentage points from the previous quarter; 2001-3000 lumen products are favored by users, and the market’s share of attention is 41.5. %.

I. Market Overview

• The BenQ brand's leading edge is clear. In the Chinese projector market this quarter, BenQ is still the brand most concerned by users, and the only company that pays more attention to the proportion of more than 20%. The advantage of leading the second place is nearly 10%. Among them, BenQ's leading edge is also very obvious in the market segment. Business projectors, education projectors, and home projectors are all on the top of the brand watch list. However, in areas such as business projectors and educational projectors, the gap between BenQ and second place is not obvious, and there are still variables in the market structure.

• Miniaturization of projectors continues to rise Due to the advantages of miniaturized projectors that are compact and portable, the recent market trend has continued to rise, and many manufacturers have also adopted a variety of miniature projection products. The market share of micro projectors in this quarter was 15.3%, up 2.0 percentage points from the previous quarter; product attention was on the list, with four micro projector products entering the top ten, an increase from the previous quarter.

Second, brand attention pattern

(I) Overall Market • BenQ Leading Brand Watch List In the first quarter of 2013, BenQ dominated the market share of over 20% in the Chinese projector market, and it became the most popular projector brand with a 23.3% interest rate. Epson ranked second with a focus on 14.2%. Panasonic, Sony and Acer ranked third to fifth, focusing on 9.0%, 8.6%, and 7.0% respectively. The top ten brands have accumulated a market share of 80.8%.

• Sony surpassed Acer into the top four brand watch list. BenQ, Epson and Panasonic still rank in the top three. Among them, BenQ’s attention ratio has increased by 2.7 percentage points from the previous quarter, while Epson’s attention has declined slightly. The gap between the two has widened from 5.2% in the previous quarter to 9.1% in the quarter. Panasonic’s share of the market’s focus has changed little, with a slight increase of 0.4% from the previous quarter.

Acer’s share of market concerns this quarter has declined significantly, and the rankings have also been surpassed by Sony, ranking fifth in the list. Cool LeTV, on the other hand, has surpassed Sharp and Hitachi in this quarter and has risen to the ninth position in the brand watch list.

(B) Market Segment 1. Business Projector Market • BenQ's Leading Advantage Since the projection products are often used in meetings, the commercial market has always been the main battlefield for projector manufacturers to compete for. According to statistics from ZDC, in the Q1 business projector market in China in 2013, BenQ won the championship of the brand watch with a ratio of 18.8%, leading the second place by 4.7 percentage points. Epson, Panasonic and Sony ranked second to fourth, focusing on 14.1%, 12.6% and 10.9%, respectively. Market share of attention of other brands does not exceed 7.0%.

2. Educational projector market • BenQ's Panasonic Sony ranks top 3 In the Q1 Chinese education projector market in 2013, BenQ took the brand attention list with a ratio of 21.4% and became the most concerned education projector brand. Both Panasonic and Sony's market share exceeded 10%, with 18.4% and 15.9% respectively, ranking second and third in the list.

3. Home projector market • BenQ's attention ratio exceeds 30% With the increasing popularity of the home theater concept, home projectors have begun to receive more attention from consumers. On the Q1 home projector market, BenQ has monopolized more than 30% of the market's share of attention, ranking first in the 31.5% ratio of attention. Acer and Epson were ranked separately, followed by 14.4% and 12.7% respectively. Market share of other brands is not more than 10%.

Third, the product focus on the pattern

(1) Product Rankings • The BenQ W1070 ranks among the top products in the product list. BenQ swept the four seats in the top five. Among them, the BenQ W1070 topped the list of products with a 3.7% focus and became the most users. Concerned about the projector products, BenQ GP10, BenQ MS517F and BenQ W1080ST ranked third to fifth. In second place is the Panasonic UX300, with a focus on 3.4% and only 0.3% from the top of the list.

• BenQ's Six Products Ranked From the perspective of the brand distribution of the products on the list, BenQ has six products entering the top ten, becoming the brand with the largest number of products on the list, and the brand has obvious advantages. Vivitek has two products on the list, and the remaining two products are from Panasonic and Acer.

From the perspective of the brightness of the products on the list, there are six products in the ten products with brightness between 2000-3000 lumens. The projector with visible brightness between 2000-3000 lumens is more concerned by users. The other four products are all lower in brightness because they are miniature projectors.

(II) Price segment structure • The most popular ZDC statistical data of 5001-10000 yuan products shows that in the Q1 projector market in China in 2013, products with a total value of 10,000 yuan or less accounted for more than 60% of market share. Among them, the price of the 5001-10000 yuan price segment has the highest proportion of attention, which is 30.0%, the attention ratio of the price segment of 3001-5000 yuan is 17.6%, and the share of the attention of the low price product of 3,000 yuan and below is 13.8%.

(III) Types of products • Increased attention on micro projectors In terms of product types, business is still the most important market for projectors, with a focus on share of nearly 50%, reaching 49.4%, but down 1.8 percentage points from the previous quarter. The share of market attention for home projectors and education projectors has declined, with the proportion of attention being 29.9% and 30.3% respectively. Due to its compact and lightweight features, the micro-projector is increasingly welcomed by consumers. In the quarter, its attention ratio reached 15.3%, up 2.0 percentage points from the previous quarter.

(D) Product brightness • 2001-3000 lumens attention over 40% brightness, 2001-3000 lumens products are most favored by users, market share of more than 40%, reaching 41.5%. Products with 1000 lumens and below, 1001-2000 lumens, and 3001-4000 lumens have a similar proportion of concern, all between 14% and 17%. For high-brightness products, the proportion of products with 4001-5000 lumens and more than 5,000 lumens does not exceed 6.0%.