This is a long-term decline in television projections

TV and projection are used as video output. Its fate can be said to be closely related. Many friends think that television and projectors are in a competitive relationship. This cannot be wrong, but the author prefers a complementary relationship between the two. It is not so much that projection ultimately replaces television. It cannot be said that television and projection will coexist for a long time. Japanese television companies broke a major loss in 2011, the latest in the TV "little brother", the projector industry for its own way how to go but also careful planning.

Don't Take the Old Way and Look at the Development of Chinese Projection from the Decline of Japanese TV

Japanese home appliances have always had a good reputation in China, but we can learn from recent news that even home appliance companies with strong overall strength are facing huge losses. In fiscal 2011, Sharp, the global leader in LCD monitors, expects a net loss of 3.8 billion U.S. dollars, the largest annual loss in Sharp's 100-year history. Sony, which had dominated the home appliance industry, is expected to lose 2.9 billion U.S. dollars, while the other giant Matsushita’s net loss is expected to increase to 10.2 billion U.S. dollars. Not only does Matsushita's annual loss record set, it also sets a new annual record loss for Japanese manufacturing companies.

These prestigious enterprises once had unprecedented glory, but today there is a trend of sunset in the West Mountain. Although all this has a great relationship with the economic downturn in the capitalist world, these are strong growth markets in China. Companies that once felt that they have the right to speak have not achieved satisfactory results. This to a certain extent explains the problems that these Japanese TV companies have. What kind of reasons can this bring to the projection industry? Below, the author tries to analyze these inspirations.

Technological innovation never stops

In the television industry, Sony has had a very wide range of influence. Its excellent quality has left a deep impression on many consumers in the era of CRT. Because of this kind of advantage, Sony has relaxed its vigilance in innovation. When rivals have begun to study liquid crystal and plasma books, Sony still stays on the kinescope technology, which can not be said to be a huge mistake.

Micro-projection technology is widely viewed

In fact, from Kodak’s application for bankruptcy, this kind of revelation can also be obtained. Always keep innovation in order to eventually stand undefeated. This is a good wake-up call for the increasingly competitive projection industry. Although the homogenization of projection products is serious nowadays, in terms of technological innovation, all projection companies eager for development should always be aware of the latest developments.

The development of 3D, the application of new light sources, the addition of short-focus lenses, the maturity of micro-projection chips, and the wireless projection technology are all new technologies of the projection industry in recent years. How to integrate these technologies more beautifully is placed on each projection. Business problems. Of course, the use of new technologies does not complicate the projector. Instead, it introduces more simple and easy-to-use, “fool-style” operations. This is the way that modern people need more experience.

Word of mouth marketing can not be ignored Understanding some TV friends know that plasma is not worse than LCD TVs, and even their color and dynamic effects are even better. Among the numerous TV companies, Matsushita had the most accomplished plasma technology, but together with Sony and other companies, they developed the plasma industry. As a result, almost all TV manufacturers did not follow the development of plasma TVs and turned to the development of LCD TVs. It can be said that Panasonic's development in the market for plasma TVs is a single-armed operation. Under the modern social environment that emphasizes marketing, Panasonic is bound to stand alone.

Word of mouth marketing can not be ignored

For the projection industry, all the friends know that in the past LCD projections once occupied an advantage, but as an LCD panel supplier, Epson and Sony have for some time placed panel supply on the LCD rear-projection TV market in Europe and the United States. This caused many original LCD projector manufacturers to invade the DLP camp. Numerous manufacturers have made DLP a good opportunity to publicize their advantages of better contrast and longer chip life. This has finally made the DLP camp gradually catch up with the LCD camp and formed a situation that is now two points apart.

From the above two examples we can find that if marketing is not done well, a very promising technology may not ultimately win the market. It is believed that not only the technology is so, for many projector product lines, marketing will undoubtedly play a very important role. For example, the concept of home projectors has not yet penetrated the hearts of people in the country, and this aspect of marketing has yet to be shared by many manufacturers. The author guesses that if the recent hot LED micro-investment is not good for marketing, it is difficult to obtain good sales results. I also want to mention here, that is, after-sales service for projection manufacturers also play a very important role in word of mouth. >>

Channel construction is a long way to go South Korea and mainland China’s TV industry has forced Japanese companies to suffer losses. On the one hand, its cost advantage is controlled and its cost-effectiveness is higher. On the other hand, South Korean and local companies attach great importance to the Chinese market. Korean television always starts in China, while Japanese companies choose to launch in Japan. The corresponding Chinese model even appears to have shrunk. Korean TV companies also attach great importance to channel construction, and Chinese TV companies have local advantages. Second and third tier cities have more extensive channels.

Channel is very important for the projector industry

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System integration capability needs to be improved

Single-sales projectors have limited profitability in today's projector industry, and even if the price tag is too large, and other projection companies fight with "barrages", they will eventually make themselves "porters." The popularity of engineering projectors is obvious to all in the past two years. Its profitability is also very high. This is because general project projection sales are completed by system integrators, while in large projects, users are on a projector. The price is not sensitive.

In addition to engineering projectors, home theater projections can actually take such systems integration roads. With the development of economy, people have more and more requirements for home theater, and they are getting higher and higher. A single projector cannot meet this demand. The establishment of a professional organization like the “guidance center” to provide professional homework guidance to many home users is also an aspect that can be considered.

The price war can only be attributed to the TV industry. Companies in South Korea and China have waged price wars. This has caused huge economic losses to many Japanese companies. The amount of business in South Korea and China has increased, but whether profits can be maintained It's still very hard to say down. It can be foreseen that if Korean companies and Chinese companies make a big price war, eventually everyone will end up in failure, and eventually nobody will make any money.

The price war ultimately hurts others

The projection industry has huge profit margins in the early years of the new century, and many manufacturers want to enter the market. However, as more and more manufacturers, price competition is more and more motivating, it has been a case that a projector has earned thousands of dollars in the past. Never to return. Nowadays, an XGA-class business machine has already had a price cut of around 3,000 yuan. If this continues, the profits of the projection industry will only become thinner and thinner.

Differentiation, focusing on customer needs, perhaps this is the projector should go down the road. According to different user needs, the introduction of more special models, the emergence and maturity of micro-projection, can be said to be a happy event in the projection industry, a good development of micro-investment, or projection of the industry's "cake" to become bigger and bigger, in the end we can One by one smiling. Blindly fighting the price war, in the end we can only "same thing".

The full text concludes: TV and projection are closely related, many Japanese television industry losses or to the projector's employees a wake-up call and inspiration. Today's projection industry, more than 1.6 million sales, dozens of companies in the competition, the form can not be as good. Compared with the competition in the three major camps of the television industry, it is even worse, and the entry and exit of many manufacturers have become the norm.
In spite of this, the projection industry is still widely favored. The author has discussed the current projection industry in terms of technology, channels, publicity and competition in light of the decline in Japanese television. Of course, the author speaks shallowly. Many readers express their opinions.