In March 2018, the projection market welcomed a major player: Baidu led a new round of funding and became the “second-largest” shareholder after the founding team of Extreme. Recall that in mid-2017, Tmall launched its “magic screen” projection products, raising questions: why has a small projector become the “Taro” in the eyes of internet giants like BAT? Rapid growth attracts industry leaders From 2014 to 2017, the projector market underwent a structural transformation. The home segment gradually gained more share, surpassing traditional markets like business and education for the first time. This shift turned projectors into typical consumer electronics. In 2017, laser TV sales grew by as much as 170%. Although the total volume of 70,000 units was not huge, the market's potential was impressive. Compared to traditional home projectors (excluding micro-projectors and laser TVs), the historical sales in 2016 were 150,000 units. By 2017, the laser TV market had already surpassed this, becoming the key device for high-end home entertainment. The rise of micro-projectors was slower than that of laser TVs, but still exceeded 60%. With a larger base, the annual market size expanded from 100,000 units in 2014 to 1.26 million in 2017. Industry experts believe that 2018 will mark the birth of a “million-unit” scale in the micro-projection market, setting a new record for single-brand sales. With the dual drive of micro-projectors and laser TVs, the projector market is expected to grow rapidly, shifting from previous trends and entering a new phase of high-growth. Under this wave of growth, the market attracted support from traditional giants such as Baidu, Tmall, Hisense, Skyworth, and Haier. In 2017, even though overall market growth was less than 10%, the number of participating brands increased significantly, reflecting strong market confidence. BAT Era: Small Projectors Create New "Circles" In China’s tech industry, BAT are dominant forces with capital, technology, market presence, fans, and government support. Both Baidu and Alibaba have entered the “projection circle,” bringing their unique strengths to the market. For example, Baidu not only invested in Ultra-Thin Rice but also delved deeper into product innovation. At the CES show in the U.S., Baidu introduced the PopIn Aladdin projection lamp, developed with its Japanese subsidiary PopIn and Kizemi. It has already launched a crowdfunding campaign in Japan and is set for official release in July. This collaboration goes beyond capital, involving R&D, technology, ecosystem, and international channels. Another example is the Z6, the first new product from Rice, which integrates Baidu’s DuerOS smart ecosystem, including AI features like voice control. Partners of the DuerOS platform include Haier, Midea, TCL, and other consumer electronics companies. This shows that Baidu’s cooperation with Rice is not just financial but also technological, informational, ecological, and user-based. Similarly, Tmall’s magic screen integrates Youku content, highlighting how Internet giants leverage their resources in the projection space. “Information + Terminal” is the reason behind BAT’s optimism about projectors. As intelligent technologies advance, the concept of information terminals extends beyond traditional PCs—mobile phones, smart TVs, projectors, refrigerators, washing machines, and home robots can all be considered “information terminals.” As the second choice for large-screen home entertainment, projectors are becoming an important entry point for information. Naturally, they become targets for integration and optimization. The technological innovations brought by Internet giants will reshape smart projection products, creating a new era of consumption centered on applications. In the AI era, how should projectors evolve? Preempting information terminals and smart device nodes is the goal of BAT in the micro-projector and laser TV market. But the opposite challenge is integrating projectors into the AI-driven information age, especially for household use. Looking at the traditional projector market, the concept of intelligence is divided. Emerging brands emphasize smart features, while many traditional brands lag behind, with little change in technology over the past 15 years. This gap becomes more pronounced in the AI era, where national strategies push for smarter devices. In the home market, AI is essential. Voice interaction, IoT, and smart homes all demand intelligent projectors. Behind AI platforms lies a vast audiovisual content network, necessary for large-screen home entertainment. In business and education, AI is also critical. Popular education and retail commerce make up 7-8% of the traditional market. Scenarios like smart education and meetings require AI integration, with projectors serving as peripheral equipment. Whether in home or business settings, projectors face an AI-dominated future. From AI-powered peripherals to content ecosystems and user habits, most projectors must integrate smart features. This trend is shaping the next generation of smart projection solutions. Brands focused on the home market, especially those backed by tech giants like Baidu, are leading the way. Industry expectations suggest that four brands—such as Mimi, Nuts, Hisense, and Storm—will drive the growth of smart projectors. Overall, Baidu’s investment in projectors signals a new capital and tech ecosystem that benefits the industry, particularly the home market. This means the projection sector will accelerate growth and adoption under the influence of capital and AI. Smart TV/box information can focus on smart TV information network sofa butler (http://), China's influential TV box and smart TV website, providing information, communication, TV boxes, smart TVs, smart TV software, etc. Answering questions.

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