由 Zhao Zheng In the first half of 2025, China’s smart projector market saw total sales of 2.778 million units, a 3.9% year-on-year decrease. Sales revenue was approximately $641 million, down 2.9% year-on-year. The market contraction is mainly due to three factors:
- Weak Consumer Spending: Smart projectors are often considered a non-essential household item, making them one of the first things to be cut from a shrinking budget.
- Policy Impact: Smart projectors were not included in China’s “12+3” core subsidy categories, which has weakened the stimulating effect of government policies.
- Competition from Alternatives: The price of 75-inch TVs has dropped to around $342, and they benefit from greater government subsidies. Additionally, devices like smartphones and tablets have siphoned off demand for portable projection.
The market is shifting from low-end to mid-to-high-end products. In the first half of 2025, the market share for products under $68 dropped from 33.2% to 22.1%. The $68-$137 price segment has become the largest sub-market, with sales accounting for 32.8% of the total.
Brand competition has intensified, leading to the exit of smaller brands and a greater focus from consumers on quality and brand reputation.
Sales for all three major projection technologies have declined, but the overall market structure remains stable.
- DLP Technology: Online market share was 30.8%, with sales down 5% year-on-year. The top brands are XGIMI, JMGO, Dangbei, and Vidda, which together account for over 94% of the total share.
- 1LCD Technology: Online market share was 67.8%, with sales down 9.4% year-on-year. Market concentration has increased, and brands like Xiaomi and DAEYE have moved up in the sales rankings.
- 3LCD Technology Online market share was 1.5%. In April, Epson launched its “Three-chip, Three-color Full-color Engine” and a new entry-level 4K product, the EF-51.
- Other Technologies: Philips’ new 2LCD product, the NPX955, is priced at around $479. At SID 2025 in the U.S., Digital Light Core showcased a 4K Micro LED projector prototype using three 0.69-inch active light cores, each with 4K resolution and a pixel size of just 4 micrometers.
Laser, 4K, optical zoom, and AI are the key directions for product upgrades. The increased adoption of these features in mid-to-high-end products has helped to offset the decline in total market revenue.
- The sales share of 4K smart projectors reached 11.1%, growing more than 50% year-on-year. Prices for 4K products across different technologies are decreasing.
- Laser light source products captured 14.3% of the market share, a 17% year-on-year increase in sales. Tri-color laser technology now accounts for over 80% of the laser segment and has become a standard feature for new products.
- Products with optical zoom had a sales volume share of 6.2% and a revenue share of 23.4%.
- The sales share for products with far-field voice control and large AI models reached 7.3% and 6.6%, respectively.
For the full year of 2025, China’s smart projector market sales volume is projected to be 5.728 million units, a 5.2% decrease year-on-year. Revenue is expected to be approximately $1.3 billion, down 4.6% year-on-year.
The industry needs to foster growth through technological innovation and expanded applications. Key future directions include overseas markets, commercial, and in-car projection.