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 founder team of Extreme. Looking back at mid-2017 when Tmall launched its “magic screen†projection products, one might wonder why such a small device has become so appealing to tech giants like BAT.
Rapid growth has drawn attention from industry leaders. From 2014 to 2017, the projector market underwent a significant transformation, with the home segment gradually gaining more share than traditional markets like business and education. This shift positioned projectors as a typical consumer electronics product.
In 2017, laser TVs experienced a staggering 170% growth rate. While the total volume of 70,000 units wasn’t huge, the market’s potential was clear. Compared to traditional home projectors (excluding micro-projection and laser TVs), the 2016 sales of 150,000 units showed that laser TVs were quickly catching up, aiming to become the key device for high-end home entertainment in the near future.
Micro-projectors also saw strong growth, with an increase of over 60%. By 2017, their market size had grown from 100,000 units in 2014 to 1.26 million units. The market predicted that 2018 would mark the birth of a “million-unit†scale in the micro-projection industry, making it a significant milestone in projection history.
With the dual momentum of micro-projection and laser TVs, the overall projector market is expected to grow rapidly, shifting from a five-year plateau into a new phase of high growth.
Under this wave of growth, companies like Baidu, Tmall, Hisense, Skyworth, and Haier have entered the market, showing strong support and confidence. Even though the overall market growth in 2017 was less than 10%, the number of participating brands increased significantly, reflecting growing market optimism.
In the BAT era, small projectors are creating new opportunities. As leading players in the information industry, BAT brings capital, technology, market reach, user base, and government support. Both Baidu and Alibaba have already entered the “projection circle,†bringing their unique strengths to the market.
For example, Baidu not only invested in Miji but also delved deeper into product innovation. At the CES show, Baidu introduced the PopIn Aladdin projection lamp, developed in collaboration with its Japanese subsidiary PopIn and Kizemi. This product has already launched on crowdfunding platforms in Japan and is set for a full launch in July. The cooperation extends beyond capital, involving technology, ecosystem, and international channels.
Another example is the Z6, a new product from Miji, which integrates Baidu's DuerOS smart ecosystem, featuring AI capabilities like voice interaction. DuerOS partners include major companies like Haier, Midea, and TCL, further expanding the ecosystem.
Baidu’s partnership with Miji goes beyond investment; it aligns with the shared goals of integrating technology, services, and user data. Similarly, Tmall’s magic screen leverages Youku content, showcasing how internet giants leverage their own resources to enhance projection devices.
The concept of “information + terminal†explains why BAT is optimistic about projectors. With the rise of AI, the idea of an information terminal has expanded beyond traditional PCs to include smartphones, smart TVs, projectors, and even household appliances like refrigerators and washing machines.
As the second choice for large-screen home entertainment, projectors are becoming an essential entry point for information. This makes them a prime target for integration and innovation, driven by the technological advancements brought by internet giants.
In the AI era, how should projectors evolve? Preempting information terminals and smart device nodes is the goal of BAT entering the micro-projection and laser TV market. The challenge lies in integrating projection products into the AI-driven information age, especially for home use.
Looking at the traditional market, the concept of intelligence is divided. Emerging brands focus on smart features, while traditional brands lag behind in innovation. This gap becomes more pronounced in the AI era, where national strategies emphasize technological development.
For home use, AI is essential—voice interaction, IoT integration, and smart home demands all push projectors toward smarter solutions. Behind AI platforms lies a vast network of audiovisual content, crucial for large-screen home entertainment.
In business and education, AI is equally important. Applications like smart classrooms and meetings are becoming popular, with projectors playing a key role. Whether in homes or offices, projectors must adapt to the AI-driven landscape, integrating into ecosystems and meeting user expectations.
Brands like Miji, Nuts, Hisense, and Storm are leading the way, positioning themselves as key drivers of the smart projection market. Their success reflects the growing influence of capital and AI in shaping the industry.
Overall, Baidu’s investment in Miji signals a positive shift in the projection industry, particularly for the home market. With the support of capital and AI, the projection market is set for accelerated growth and wider adoption in 2018.
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