Current Situation and Development Trend of Laser TV Market in 1.

1. Current situation of laser TV market

According to data from the Champ Consulting Group,2022Global laser projection (including laser TV) market shipments in145Ten thousand units, year-on-year growth24.4%. Among them, the Chinese mainland market shipments are67.9Ten thousand units, year-on-year growth12.6%, accounting for nearly half of the global market share, becoming the largest consumer market. The North American market share is23%, second to the Chinese mainland market; Western Europe's share is13%, ranked third; Middle East Africa and Latin America occupy2%。

In the Chinese mainland market, the sales volume of household laser projection (including laser TV) is43.6Ten thousand units, year-on-year growth27.2%; sales46.1Billions of yuan, down year-on-year8.9%. This reflects that the price of laser TV is becoming more and more popular, which is conducive to promoting its popularization. Business and education market shipments are12.810,000 units, down year-on-year4.7%; Business Projection Shipment Growth29%; engineering laser projection market shipments are11.310,000 units, down year-on-year10%. In terms of brand, Epson, Sharp/NECInternational brands such as Sony and Sony occupy a high share in the business, education and engineering fields, while domestic brands such as Hisense, Dangbei and Xiaomi are outstanding in the household field.

2. Laser TV market trends

According to data from the Champ Consulting Group,2023Throughout the year, the global laser projection market shipments will reach167Ten thousand units, close to the same period last year.15%Among them, the Chinese mainland laser projection market shipments will reach85Ten thousand units, year-on-year growth25.7%. This shows that laser TV still has a large growth space and potential, especially in the Chinese mainland market.

The development trend of laser TV market is mainly affected by the following aspects:

Consumer demand for TV quality and health is increasing. With the diversification of consumer use scenarios and functions of TVs, the quality requirements of TVs are getting higher and higher, not only requiring high-definition, large screens, and intelligence, but also eye protection, energy saving, and environmental protection. Laser TV just to meet these needs, which uses the aurora light source projection technology, brightness in00-400Between nits, located in the human eye's best visual perception linear area, the human eye receives the light is very soft, at the same time there is no edge effect between the pixels, can achieve full pixel luminescence, effectively reduce the light intensity per unit area, long-term viewing is not easy to cause human eye visual fatigue. In addition, laser TV also has the advantage of large screen, can achieve80-200The large screen of inches brings an immersive viewing experience; and the advantages of portable movement and installation, which can be flexibly adjusted according to different spaces and needs.

Innovation and maturity of laser display technology. Laser display is an important technical direction for the development of my country's color TV industry. It is also the first TV category to achieve technological innovation and leadership in the world. It is ranked among the "New Display and Strategic Electronic Materials" national key research and development plan of the Ministry of Science and Technology "14th Five-Year Plan" Special project. Encouraged by the policy, after years of development, China's laser display field has mastered the core technology and devices, and achieved a high degree of autonomy in the industrial chain. According to data from the Champ Consulting Group,2024The localization rate of laser TV core devices is expected to reach75%Above. This will help reduce the cost of laser TV and improve its performance and quality.

Competition and cooperation of laser TV brands. With the expansion of the laser TV market and the recognition of consumers, more and more brands have entered this field, forming a fierce competition pattern. At present, the laser TV market is mainly dominated by domestic brands, such as Hisense, Dangbei, Xiaomi, Lehua, etc., which occupy a high market share in the household field; while international brands such as Epson and Sharp/NECSony, etc., has a strong competitiveness in the field of business education and engineering. The brands not only compete in price, function and service, but also cooperate in technology, channel and marketing to jointly promote the development of laser TV market.

Consumer Analysis of 2. Laser TV Market

1. Consumer demand analysis

According to data from Shangpu Consulting Group, the main reason consumers choose laser TV is the large screen (58%), eye protection (22%), convenient (11%), energy saving (7%) and other (2%). The main expectation of consumers for laser TV is clear picture quality (42%), high brightness (25%), colorful (18%), long life (10%) and low noise (5%). The main dissatisfaction of consumers with laser TV is the high price (36%), poor heat dissipation (24%), installation trouble (16%), difficult maintenance (14%) and brand less (10%）。

2. Analysis of consumer behavior characteristics

The main channel for consumers to purchase laser TV is online platform (48%), specialty stores (28%), electrical appliance stores (16%) and other (8%). The main time for consumers to buy laser TV is the holiday promotion period (38%), new product listing period (26%), seasonal clearance period (18%) and other (18%). The main budget for consumers to buy laser TV is1-2Ten thousand yuan (42%）、2-3Ten thousand yuan (28%）、3-4Ten thousand yuan (16%) and4More than ten thousand yuan (14%). The main purpose for consumers to purchase laser TV is home entertainment (68%), Business Presentation (16%), education and training (10%) and other (6%）。

3. Laser TV Marketing Strategy Suggestions

Based on the above analysis of the laser TV market, Champ Consulting believes that the laser TV brand in2023Years can take the following aspects of marketing strategy:

1. Enhance brand awareness and reputation

As a new type of display technology, laser TV has many advantages, but it has not formed a unified and clear cognition in the minds of consumers. Therefore, laser TV brands need to strengthen the publicity and education of laser TV to enhance brand awareness and reputation. Specific measures include:

Use online and offline channels, such as social media, video platforms, live broadcast platforms, professional media, exhibitions, experience stores, etc., to carry out a full range of brand promotion and product display, and increase consumer exposure and contact.

Use celebrities, Internet celebrities, experts and other opinion leaders to conduct word-of-mouth marketing and content marketing to improve consumer trust and goodwill.

Use cases, evaluations, comparisons, etc. to highlight the advantages and characteristics of laser TVs and eliminate consumers' doubts and misunderstandings.

Make use of public welfare, culture, sports and other activities to shape brand image and values, and enhance brand influence and social responsibility.

Meet the diverse needs and preferences of consumers

As a high-end TV product, laser TV needs to meet the diverse needs and preferences of consumers, and enhance product competitiveness and differentiation advantages. Specific measures include:

According to different use scenarios and functional requirements, the development of a variety of specifications and models of laser TV products, such as home, commercial, education and other fields of laser TV, as well as different sizes, brightness, resolution, color and other parameters of laser TV.

According to different consumer groups and individual needs, we provide a variety of customized and personalized laser TV products, such as different appearance design, functional configuration, intelligent interaction, etc., to meet the aesthetic and experience needs of consumers.

According to different market environment and consumption ability, we should formulate reasonable price strategy and provide laser TV products with various price ranges to meet the needs of consumers at different levels.

According to different marketing opportunities and consumer psychology, a variety of promotional methods are used, such as discounts, gifts, coupons, points, cashback, etc., to stimulate consumers' purchasing desire and behavior.

3. Provide quality service and guarantee

As a high-tech TV product, laser TV needs to provide high-quality service and guarantee to improve consumer satisfaction and loyalty. Specific measures include:

Provide professional consultation and guidance services to help consumers choose the right laser TV products and answer consumers' questions and puzzles.

Provide convenient installation and commissioning services to help consumers quickly complete the installation and setup of laser TVs to ensure the normal operation of products.

Provide comprehensive after-sales and maintenance services to help consumers solve laser TV failures and problems, and extend product life.

Provide continuous update and upgrade services to help consumers enjoy the latest technology and features to improve product performance.

Conclusion

Laser TV is a TV product with great development potential and market space, especially in the Chinese mainland market. Laser TV brands in2023Marketing strategies such as enhancing brand awareness and reputation, meeting the diverse needs and preferences of consumers, and providing quality services and guarantees can be adopted in order to achieve market share growth and brand value enhancement. According to data from the Champ Consulting Group, if these marketing strategies are implemented,2023The laser TV market in mainland China will reach100sales target of 10,000 units, and achieve10%above profit margin.