4K storm of foreign projection brand
From June 16 to June 18, 2017, Vivitek displayed the latest 4K home projector HK2288 at CIT2017. The machine has a brightness of 2,000 lumens, up to 200,000:1 contrast to grayscale details, with 12-bit color processing and dynamic video data processing technology. At the beginning of the year, Vivitek also displayed the RK85013 laser engineering projector with 8000 lumens brightness, which is also the smallest laser engineering 4K machine.
On May 25th, 2017, NEC held the “Intelligent†2017 Engineering New Product Launch Conference. A total of 9 high-end projectors with 5000 lumens or more were launched. Among them were two dual-color laser 4K flagship projectors PH3501QL+ and PH2601QL+. It is worth mentioning that the laser+ concept is the main concept of NEC in 2017 to distinguish NEC from other brands, especially emerging brands. The brightness of the two products reached 35,000 and 26,000 lumens.
In June Barco showed off the new work of the Balder series: the entry-level 4K projector. The product features high-end Loki series light engine technology support, a 0.9-inch DMD DLP chipset, RealColour color system, liquid-cooled PID regulation system, and a 7000 lumen brightness.
On June 7, 2017, with the theme of “seeing the future and seeing nothingâ€, Optoma has released a new product of its three 4K home theater projectors. UHD620, as the "king of performance-to-price ratio" in this conference, mainly uses 3200 high-brightness and 20,000 low-prices as an auxiliary selling point for 4K; UHD660 can be considered as a performance-enhanced version of UHD620. The brightness of the UHD660 is reduced to 2300 lumens, but the contrast and color effect optimization enhancement techniques have been widely used. UHZ880 is a laser 3D/4K projector with a quotation of 59999 yuan, 3000 lumens brightness and the ultimate quality configuration. At the U.S. IFA exhibition in June, Optoma released a new 4K UHD projector, the 4K500, which is a 5000-lumen-level entry-level engineering product.
On August 14, 2017, at the press conference before the BIRTV show, Sony announced the launch of the new SRX-R800 family of 4K laser digital cinema projectors. The SRX-R800 series is the first projector to combine Sony's next-generation native 4K SXRD and long-life laser light source. Among them, the SRX-R810P and SRX-R815P have a brightness of 7,500 and 15,000 lumens, respectively, making them ideal for small and medium-sized auditoriums; while the SRX-R810DS and SRX-R815DS two-projector systems have a brightness of 15,000 and 30,000, respectively, for large projections. hall. In September, Sony 4K once again made efforts to introduce the new 4K home theater projector VPL-VW368; this product uses SXRD 4K chip technology, is an upgrade of the 4k model VPL-VW268.
On August 22nd, BenQ's new series of laser projectors brought shock to the entire industry. The heavyweight new LK970 is particularly eye-catching. It combines 4K ultra-high definition resolution with laser light source, and has a high performance-to-price ratio. Combined with the end of last year, BenQ W11000 and X12000 4K products, BenQ 4K camp further enriched. Both use DLP 0.66-inch UHD DMD chips with 8.3M pixels. It is particularly worth mentioning that the BenQ X12000 uses the HLD light source system.
At the beginning of September, Acer formally released three new 4K products to appear at the beginning of the year: high-end 4K home projectors V9800, VL7860, V7850 and H7850. Brightness covers 2200 lumens and 3000 lumens, and has the ultimate noise control performance. The release of four machines made Acer one of the 4K's most abundant brands in the home line.
4K new products are available. Since the second quarter of 2017, 4K projection products have gradually become popular roles since 2016 and before. Therefore, the industry also said that 2017 is the first year of 4K popularity.
4K big show new realm, but it is also extremely unbalanced
Since 2017, what are the characteristics of the 4K release? The author believes that basically can be described as "universal" and "unbalanced."
First, popularity is a trend. The most typical change is that the number of 4K products has increased, and the number of brands that have released several 4K products has increased. At the same time, cheap prices have also become a trend. For example, Optoma and Acer both launched 4K home theater products worth 20,000 yuan; Sony and Barco began to issue 4K universal screening hall product assembly orders. These changes are enough to support the title of the first year of 4K projection in 2017.
Second, the advent of 4K products is not universal, but it is distinguished by "camps." This is the market imbalance of 4K projection products.
From the application perspective, the application of 4K products is not universal. Home theaters and movie theaters are still the main direction, and the engineering market has begun to exert its force, mainly NEC, BenQ and Vivitek have launched different types of engineering products. At the same time, 4K products lack layout in business and education. This is closely related to the latter's market focus on product economy.
From the perspective of technology distribution, 4K products also show an imbalance. On the one hand, laser and ** lamp technology are the main choices for 4K projection light sources. However, laser 4K projection is more of an engineering and movie projector. In the home machine for ordinary people, the ** light still dominates. The reason for this trend is that the 4K+ laser means a highly uncontrollable cost surge. This is not conducive to the initial popularity of 4K products. At the same time, the market has also tried HLD light source 4K models.
On the other hand, from the perspective of imaging technology, 4K projectors are the world of DLP and Sony SXRD. Three-chip LCD projectors still lack the trend of vigorously promoting the development of 4K products. Therefore, the so-called 4K products with increasing market volume have actually become the exclusive stage for DLP technology. Fortunately, Sony's tireless promotion of the application of SXRD technology makes consumers have more products to choose from.
From the perspective of regional camps, 4K technology is currently the first in Taiwan and the second in Japanese. On the one hand, Taiwan's large-scale projection system has assembled at least a few 4K products and pushed it to the market to become the absolute main force of home 4K machines. On the other hand, NEC and Sony have become the 4K leaders in the field of high-end engineering and digital projectors in Japan and are involved in the home sector. This has caused the Japanese camp to split its pace in 4K. At the same time, in the past few years, new domestic brands, especially the lasers, have had a slower pace at 4K. Although this year also has a 4K new army like Mimi, and the entire line of Hisense laser TVs is 4K, but taking into account the cost position of laser +4K, domestic brands obviously lag behind in product supply quantity, product line richness, and new product promotion efforts. .
For the analysis of the imbalance of 4K development by local camps, the basic conclusion is that “projection brands are in the 4K world, half of the sea is half flamedâ€â€”a lot of passionate embrace, and there are also a lot of temporary wait-and-sees. This has led to the fact that 4K has been deeply rooted in the hearts of some brands. On the other hand, 4K is also facing many new market issues and even creating a “curve†opportunity for market competition.
Upholding the Strategy of Foreign Investment with 4K Flag
In the past three years, the domestic projection market, local innovation brands rely on the rise of the concept of lasers, and support for laser technology in the government procurement of educational markets, fiery hot laser television in the home market, breakthroughs in the local market of engineering markets relying on laser technology, local innovation The brand has actually become the "new rule" maker for the domestic projection industry.
For the rapid rise of 4K new products in 2017, whether it is intended to attack the strong discourse of local brands or not, this 4K wave has formed a new “value trend†in the domestic projection industry. ——With the help of 4K, the brand's high-end image and the re-establishment of the traditional king's value are one of the goals of many foreign brands in their efforts to strengthen the 4K product line.
Therefore, laser and 4K have no competitive relationship and are in essence mutual aid brothers. However, the real situation in the market has evolved as follows: Foreign capital relies on 4K and attempts to move back to the game in the market discourse. Moreover, in this round of “wrench campaignâ€, foreign brands did not choose to weaken the laser concept: such as NEC's laser+, Sony’s “laser=Sonyâ€, BenQ's “most complete laser product lineâ€, and foreign brands are also “laserâ€. Concept "in an attempt to dig out its own "high-end image value."
In 2017, the increase in 4K projection products is no longer simply a matter of technological upgrading. The nature has evolved into a contest between the cost-effective innovation brand and the discourse power of foreign brands – this should be the most important among the 4K projections in 2017. One meaning.
For the domestic innovative projection brand, it has three difficulties in 4K: First, the local brand is basically a pure laser camp, and laser +4K means a very high price. Under the background of local brands not choosing **4K, and in the competitive pattern of film screening market and high-end engineering market, the 4K product line of local brands faces a “market construction trapâ€.
Second, 4K foreign brands will not be "cheap goods." This means that 4K is always a narrow market. However, foreign brands use the layout of the global market, especially in foreign markets, laser technology does not have such popular and hot "market differences" in the domestic market, can find a larger demand customer base for 4K products. At this point, the local market has only suffered from local innovation brands confined to the domestic market.
Third, the positioning of local brands is misplaced. On the one hand, local brands are the leaders of laser projection. On the other hand, local brands are also “surpassed market†survivors with “brand value weaker than traditional giantsâ€. This brand value is not consistent with the high-end image of 4K, which also constitutes a disadvantage of local brands storming the 4K product line. At the same time, the 4K technology will inevitably require deeper industry R&D and design capabilities. In this respect, there is no doubt that the historical accumulation advantage of the traditional amnesty still cannot be underestimated.
In summary, we can see that the strong push of foreign capital by 4K actually captures the weakness of local innovation brands. This will help foreign projection brands in the past three years under the shadow of the local laser camp, reversing the market discourse trend.
4K will not become a "one-way weapon" and local legions also have the opportunity
What are the reasons for the temporary strength of the foreign 4K camp? The answer lies not in the strength of foreign investment but in the temporary forgiveness of local innovation brands.
On the one hand, as an innovative brand, survival is the biggest task. To survive, the core is to grasp the popular users and the mass market. In particular, for industries such as projection, which are inherently limited in scale, if the fundamentals of universal users are lost, innovative brands in the regional market cannot survive. Based on this logic, the fundamental task of survival of the local innovation brand is rarely overlapped with the high-end image of 4K.
On the other hand, if 4K becomes a truly popular product, local brands will not sit idly by. This does not depend on the technical difficulty and advancement. In fact, the laser technology on which the local projection innovation brand relies depends on advanced technology. The rise of local brands with laser as their core, when they integrate with 4K, depends on the decline in 4K costs. Moreover, in the process of transitioning to the laser leader in the local projection market, it is difficult for foreign brands to become a truly beneficial weapon.
Therefore, it can be concluded that: In the 4K offensive of foreign brands in 2017, more victories are based on the victory of market discourse rights, rather than on actual sales and market interests. The 4K projector, centered on the home market, supplemented by digital projectors and engineering products, is not a popular choice for the time being. The substitution of lasers for ** lamps, and the replacement of laser televisions for ordinary household projections have advantages in terms of quantity and scale.
And to seize the replacement of the laser to ** light, laser TV to replace the ordinary home projection, this is the key to the formation of local innovative brand sales, gaining a foundation for survival.
In short, 4K is still laser, high-end is still popular, the concept is still practical, and in the face of its own different competitive situation, the choice between foreign and local innovators is different. This is a misplaced war. How will the final outcome still have time to give an answer?
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