The projection giants that the heroes see the same, they want to provide emotional value for young people

Young people who rely on "power renewal" cannot be separated from electronic products. The consumption and living habits of young people are also pushing the second innovation and experience upgrade of these products.

The high -speed development of the mobile Internet has made the entertainment time of the living room being crowded by mobile phones, tablets and other devices, and traditional large screens such as TV start to eat ash ...

Under such a situation, as a projector, it also begun to seek changes, and seeks to upgrade from traditional movie watching tools to "entertainment+companionship" smart life solution.

Some pursuit manufacturers have begun to act. Recently, the TOP2 brand of the projection industry has released two new products, Nut O1S and XGIMI.

The "XGIMI" designed the projector into the ceiling lamp in the bedroom, which almost solved the pain point occupied by the bedroom space.

Nut O1S is more "pragmatic". The placing of ultra -short -focus sliding stickers can also solve the problem of space placing, which can easily move without space restrictions.

The former is suitable for fixed use, elegant and beautiful; the latter only needs a wall, which is practical and convenient.

(Picture source: XGIMI, Nut Baidu Encyclopedia)

Although the two products are very different in form, they use extremely similar innovative function models. They are aimed at new ways other than watching movie viewing. It once again confirms that the projector has evolved from pure movie watching tools to smart homes. Not only entertainment, but also to provide emotional value to young people.

(Picture source: Nut Baidu Encyclopedia)

The question is, when Nut Serture has begun to make new functional scenarios, is the hero see the same? Or is nuts overtaking? Should the projector's competition in the second half is marketing power or innovation?

In the second half of a projector, TOP2 is betrayed in the "New Scene Mode"

The projector market has become more and more competitive from the blue ocean to the Red Sea, and it is also forcing companies to continue to "cultivate" products.

On the other hand, for the "gray" problem of large screens, the two projection giants of Kimmy and Nuts are considered to jump out of the traditional entertainment model.

The projector can be like a smart home, not only for 24 hours, but also relying on the characteristics of projection "no boundaries" to perfectly integrate information with the wall. Comprehensively integrate into the home environment.

As early as April 2021, Nuts launched the first ultra -short focus projection Nut O1, which not only allowed ultra -short focus technology to enter the home projection, but also created the LUNA OS dual mode intelligent system through subversive intelligent light and shadow technology. In the entertainment mode, the "companion mode" is superimposed to become the "breaking product" of the projector market.

In just one year, Nut O1 upgraded to O1S, and it also made a lot of upgrades in the companion mode.

In addition to continuing the previous companion mode function, some gameplay is also added to young people, such as awakening/sleeping/nap/focus.

(Source: Nuts Official Website)

The innovation of nuts obviously inspired the industry.

Because after a year of the product with a companion mode with a companion mode and the second iteration upgrade, the Pcked Rice finally released a short -focus "XGIMI". The new feature mode brought by The first new concept proposed by XGIME has added a music gallery, any door, etc. to make life more ritual atmosphere, allowing the projector to have richer gameplay and decoration on the wall.

However, it was observed carefully that the immersive desktop and nuts of XGIME lamps were exactly the same as the LUNA OS companion mode released a year ago. In addition to the release time for the release time, the XGIMI and Nut O1S, from the UI interface to the operating logic, from the scene mode to the built -in material, even the switching method between the two modes is similar.

In 2021, it was called the "companion mode", and in 2022, Xiemi called it "immersive desktop".

Judging from the functional scenarios of the two, Nut O1S is divided into seven walls of information, dynamic weather, suspended clocks, music rhythm, digital artistic context, personalized wall surface, and accompanying scene; Five major scenarios of the screening hall, parent -child workshop, music gallery, and health.

(Picture source: XGIMI, Nuts Official Website)

Take "accompanying scenes" as an example.

Nut O1S is aimed at the "Sleeping Sleeping Scene" at night. Falling asleep reminder+washing music+bedtime atmosphere+sleep aid white noise; for the "awakening scene" in the morning, the sun's atmosphere+getting up reminder+morning news+morning music +Reminder to go out; for the "focus scene" of work, based on the tomato work method, work and rest combination with efficient learning; for the "rest scene" for lunch, white noise+wake -up service.

In the health scene of the XGIMI, we also saw a similar wake -up mode, meditation breathing mode, white noise and sleep aid mode at lunch break.

(Picture source: XGIMI, Nuts Official Website)

In order to increase the interaction of the projector, Nut O1S can free DIY personalized walls, upload pictures+videos through album templates to make personalized photo walls.

We find this feature that also exists in XGIMI.

(Picture source: XGIMI, Nuts Official Website)

The UI of the fake window is almost exactly the same.

(Picture source: XGIMI, Nuts Official Website)

In contrast, it is found that the number of new products of the projector is not new.

Except for the different names, the core functions and design of the new system of XGIMI are almost all benchmarking the strong nuts O series. The similarity of the two is extremely high, but whether it is the companion mode of the nut or the immersive desktop of the XGIMI, they all see the problem of the traditional projector's opening rate. Take it out, more practical, immersive, and more interesting. Providing emotional value for young people, XGIMI and earlier nuts who have seen this earlier can also be regarded as a slightly different.

In any case, this is a good thing for the industry.

Second, why did the projector's wind change?

How did the projector that originally used to watch the movie also began to pay attention to humanistic care and emotional value?

This is determined by changes in the market and consumers.

First of all, the traditional large -screen market has declined rapidly, and the projector cannot follow the new forces as a large screen.

According to market research agencies OMDIA, global TV sales in the first half of 2022 were 92.604 million units, a year -on -year decrease of 6.6%. The domestic market is also not optimistic. In 2021, the retail volume of the Chinese color TV market fell to less than 40 million units, a new low in 12 years.

Secondly, it is difficult for traditional projectors to please young people.

E -commerce platform data shows that the buyers' purchase users are mainly young people in first -tier and second -tier cities.

But the reality is that whether it is the projector itself or the intelligent system embedded in the Internet, presented in the form of entertainment such as audio and video, traditional projectors are serving entertainment, which will also be trapped behind the entertainment.

The short video and social platforms are more pleasing to young people, and smartphones occupy a lot of fragmented time. Those projectors who buy home are less opportunities to open.

Two years after graduation, living alone in Shanghai, 24 -year -old Wang Bo shared his projector to eat gray experience:

"The worker is not worthy of the freedom to watch TV for a long time, let alone the projector, the flat tablets are rarely used when they are busy."

The Shanghai epidemic is at home, and the follow -up Liu Genghong jumping also made him full of longing for the projector. He thought that after buying, he could watch movies and fitness, but he did not expect to be too lazy to use it because he was too lazy to use it. I do n’t want to move home, swipe my phone, and time passes.

For parents who are more time to use, they feel that opening the projection, people walking around will block the picture, it is not convenient, and it is rarely opened.

Compared with TV, although the projector is easier to get a larger picture, it is not possible to return to the young people to "take away the time" by the young people alone, nor can it change the long -term use habits of traditional families for TV.

Therefore, the projector needs to start seeking changes, becoming different, and becoming differentiated in order to keep themselves "positive growth".

Three visual economy anti -push projectile changes, from marketing narrative to innovative narrative

Throughout the market evolution of all smart products, a rule will be found:

In the competition in all industries, those brands that pay attention to the product itself can eventually become winners.

This is also applicable to the projector industry.

The "Visual Economy" catalyzed smart projector has opened up new use scenarios, from hearing to vision, to audiovisual combination, to the break of the scene, the projector is "integrated in the volume", and innovative players are accelerating the fast run.

JD statistics show that during the 618 period of this year, the total turnover of XGIME has exceeded 700 million, and the sales of the Nut brand over the network exceeded 300 million, firmly occupying the top 2 in the industry.

XGIMI is still the leader of the industry, which has nothing to do with the brand's early micro -innovation and early market education.

As a leader, XGIMI also enjoyed the industry dividend, and the market space continues to open. According to IDC data, XGIMI won the first shipments in the Chinese projector market for four consecutive years from 2018 to 2021.

In the early days of the projector industry, XGIME can cross the river with stones and become the industry. Now XGIMI starts to touch the river to cross the river. inferred.

Only by subverting the use of traditional projection intelligent movie viewing can the future of projection of projection can be lifted. At this point, high rice and nuts reach consensus.

Although Nuts do not have a high -profile marketing in marketing, they have been at the forefront of the industry in innovation, and constantly improve their moat. Although the industry is second for a long time, it is also accelerating the fast running ...

According to Tianyancha, in March 2022, Nuts Project has completed the Pre-IPO financing of nearly 1 billion yuan, and the nuts are only "one foot" from the listing.

After the successful listing of Nuts, the domestic intelligent micro -investment industry will usher in the pattern of two major listed giants.

At that time, the projection market will usher in a larger imagination space, and it is likely that in the current trend of high -speed development, it will further "explode", becoming the next "air outlet", entering each young man's home.

The main consumption of intelligent projectors has turned to post -95s and post -00s groups. They not only have higher awareness of projection products, but also have stronger purchase capacity for star brands and star products.

Whoever can polish the product with the heart and truly understand the user's preferences, who is expected to occupy the room of young people.

The battle for young people's rooms was not divided.

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