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The projection industry in 2017 was marked by significant shifts and contrasts. While certain product segments experienced robust growth, others faced challenges, leading to a reshuffling of industry dynamics. This year saw the laser projection sector shine brightly, with rapid expansion across home, education, and engineering markets. However, the commercial market remained relatively underdeveloped due to price constraints and competition from other technologies like large LCDs.
In the home market, laser projectors gained traction, particularly with the rise of laser TVs. Sales reached around 70,000 units, capturing nearly half of the high-brightness home theater market. The growth was fueled by decreasing costs, increased supply, and strong online marketing efforts, such as the successful Double Eleven sales campaign for some brands. Meanwhile, the education sector witnessed a major shift, with lasers surpassing traditional lamp-based projectors, marking the beginning of the "Laser Era." This transition not only improved profitability but also led to higher pricing for whiteboards.
In the engineering market, laser projectors became dominant, with over 70% of projects using laser technology by the second half of the year. This trend indicated that traditional lamp projectors might soon be phased out. Local and Taiwanese manufacturers made significant inroads, offering ultra-high brightness models that competed effectively with global brands. The engineering market also saw a shift toward financing and leasing options, reflecting broader changes in customer preferences and purchasing behaviors.
Despite these successes, the commercial market remained challenging for laser projectors. High retail prices limited their adoption, and the rise of large-size LCDs and small-pitch LED screens further complicated the landscape. In the micro-investment segment, sales hit new highs, with over 300,000 units sold and a total market size nearing one million. The fourth quarter was especially strong, driven by aggressive pricing strategies and seasonal promotions.
Price wars were a defining feature of 2017, affecting all market segments. While some brands managed to maintain profitability through strategic pricing, others struggled with declining margins. The home market, in particular, saw intense competition, with prices dropping significantly, especially for entry-level products. This pressure forced many companies to innovate or risk being left behind.
The education market experienced a slowdown, partly due to the rise of interactive tablets. However, it stabilized in the latter half of the year, with laser projectors continuing to gain market share. The engineering market, on the other hand, maintained steady growth, driven by the demand for high-brightness solutions and the increasing adoption of laser technology.
New light sources, such as LEDs and HLD (High Luminance Display), gained attention, though they still faced challenges in terms of cost and performance. The competition between different light source technologies intensified, with each offering unique advantages and limitations.
Channel strategies also evolved, with e-commerce playing a more prominent role in both home and business markets. Traditional IT stores faced stiff competition from online platforms, while the integration of smart technology and content services became increasingly important for educational and engineering applications.
Overall, 2017 was a year of transformation for the projection industry. While there were no groundbreaking innovations, the year laid the groundwork for future developments. The focus shifted from technological breakthroughs to brand value and market positioning, setting the stage for a more competitive and dynamic industry in the years to come.
September 11, 2025