由 ZEN Global Projector Market
(Includes all sectors: Consumer, Commercial, Education, and ProAV/Engineering)
Shipments: Global shipments reached 5.4 million units, representing a 2.2% year-over-year (YoY) decline.
Regional Performance:
- Europe: Sold 1.3 million units (+11% YoY), driven by major sporting events.
- Latin America: +11% YoY.
- North America: -5% YoY.
- Middle East & Africa: -8% YoY; the region saw a collapse of over 47% in March due to the impact of regional conflicts.
- Asia: -6% YoY.
- China: Shipments fell 10% YoY, though the region maintains the largest global market share.
Technical Routes:
- 1LCD: Accounted for 72% of global shipments.
- 2LCD: Remains in the trial phase with sales of approximately 10,000 units.
- Pricing Trend: The share of 1LCD products priced above $100 increased to 25% globally.
- Light Source Trends: Laser projector shipments grew by 19%, while Mercury lamp (UHP) projectors declined by 22%.
Brand Rankings:
- 1st: Epson.
- 2nd: Xgimi (Achieved +14% growth despite the shrinking DLP market; leads China in total shipments).
- 3rd: Konka (Grew over 30% YoY; leads China in 1LCD shipments).
- Notable Mentions: Orange Digital (大眼橙) saw its market share rise to nearly 10%, while traditional brands experienced slight declines in share.
Macro Outlook: The dividend from World Cup inventory preparation has been exhausted. Demand is currently suppressed by high oil prices and Middle Eastern conflicts, while high costs for memory chips are squeezing profit margins. Growth remains sluggish, with the industry relying on structural adjustments (technological iterations, light source upgrades, and high-end positioning) as primary drivers.
China Smart Projector Retail Market
(All-channel sales; excludes Laser TVs)
Market Scale: Sales volume reached 1.125 million units (-21.4% YoY), with a total sales value of 1.75 billion RMB (-23.4% YoY).
Market Drivers: Significant declines in volume and value were caused by the removal of national subsidies, rising costs due to chip price hikes, and cautious consumer spending.
Online Tech Share:
- 1LCD: Over 70% (+2.0%).
- DLP: 27.8% (-1.6%).
- 3LCD: 1.0% (-0.4%).
- 2LCD: Less than 0.1%.
Average Selling Price (ASP): Prices rose across mainstream e-commerce platforms. The ASP for DLP products increased by 63 RMB, 1LCD by 36 RMB, and 3LCD by 112 RMB.
Market Concentration: The CR4 (Top 4 brands) now holds a 48% sales share (+4.0%), indicating continued industry consolidation toward leading brands.
1LCD Brand Rankings (Top 5): Orange Digital (大眼橙), Konka, Xiaomi, Haqu (哈趣), and Rigal (瑞格尔).
Emerging Brands: Jizhe (极哲) entered the Top 10 for DLP with its triple-fold projector; Dreame (追觅) released a new 3LCoS product.
- LED: Accounted for 82.8% of sales volume.
- Laser: Penetration rate reached 16.7% (+4.1%). Within the home laser market, Tri-color laser accounts for 95% of sales.
- Brightness: Products with >1000 lumens accounted for 18.0%. 1LCD brightness reached a new high of 1700 CVIA lumens, while high-end DLP models reached 5000 lumens.
- Resolution: 4K resolution models accounted for 12.9% (+3.6%) of sales volume.
The decline is expected to narrow to approximately -11% in Q2 2026. First-half (H1) sales volume is projected at 2.32 million units (-16.5%).
Growth Strategy: Leading projector enterprises (such as Xgimi, Vidda, and Dangbei) are expanding into new categories—including automotive projection, commercial solutions, smart glasses, and AI audio—in search of a “second growth curve.”