OFweek smart home network news June 28, millet another new product launch will come. However, this time the protagonist is not a mobile phone, but "laser projection" - over the years, the long-awaited millet laser projection, that is, laser television has finally appeared. However, after seeing the actual product of Xiaomi, people in the industry have expressed "a bit dizzy."
"Xiaomi released a laser ultra-short focus micro-projection
9999 yuan, millet laser television is the most conspicuous place is this price. At the conference site, Xiaomi continued to use the 409,000 LCD, a brand (three years ago) of 100,000 laser TVs as a “negative†case, and the “only my little rice is not only pit people trading†posture.
However, in response to this, the industry insiders gave the answer within an hour later: Xiaomi laser TV is neither a product that can compete with 499,000 LCDs nor a product that can compete with mainstream laser TVs. Its essence is a Laser ultra-short focus micro-cast.
Why do you say that? The reason in the industry is "the TI custom DMD in millet mouth" and the brightness of "5000 lumens of light source". The former is that the light valve of millet laser TV is not a product of the mainstream market, but a smaller size (micro-projection) product; the latter is emphasized that "there is no brightness of laser television."
In fact, these two publicity efforts are mostly about playing the ball. TI customized DMD products such as this have not appeared in the projector industry. The main reason is that DMD is a semiconductor product. It has the characteristics of investment-intensive, technology-intensive, and productivity-intensive manufacturing processes: it can't be customized, it's custom-made without scale, and the cost can't be afforded by the market. "Light source brightness" is a concept that is not used in the projection circle: Projection generally refers to the luminous flux at the lens exit. The latter is only one third lower or even lower.
The concept of rubbing the ball often makes people feel "lack of dry goods." However, Xiaomi’s ultra-short focus design is true: Although it is standard for laser television, if you do not regard it as a micro-projection, then it is the only one in the world. As for the price of 9999 is not dry goods, in short, the market is not exactly the same kind of product, there is no contrast: compared with micro-investment, the price is really not low, compared with traditional laser television, it is really cheap to get home.
"Millet helped laser TV do marketing"
On June 28, the laser projection circle and even the entire projection circle had not been so lively for a long time. The last time there was a similar situation was when Hisense launched the world’s first laser television in 2014.
However, Hisense as the industry's first crab eater faced a market that started from scratch: all the people in the circles were busy with Hisense, and even the core people—the marginalists, all in 2014. Did not pay too much attention to laser television, let alone a newcomer to Hisense?
However, Xiaomi is different: On the one hand, Xiaomi's fan culture is more likely to set off a "survey of public opinion." Million mobile phone products each year the scale of 60 million +, equivalent to throwing an atomic bomb in the laser projection circle. On the other hand, the laser display industry is not the same as it used to be – not counting the fans of millet, and the scale of laser television today has been one hundred times that of Hisense for the first time.
This is not true, according to Ovid research data, sales of laser TVs in the first quarter of 2017 were five times higher than the same period in 2016. Under this industry trend, millet laser TV has caused no surprises at the explosion level.
However, as mentioned above, although everyone was satisfied with Xiaomi's entry and 9999 price, he was not satisfied with the product's configuration. Xiaomi released a laser ultra-short focus micro-projection, which is also a ridicule and a spur. Therefore, the following thing was: Everyone saw Xiaomi as a volunteer advertiser.
Of course, this is still "excellent" for the laser television industry. Because laser TVs have traditional leaders such as Hisense, Roosevelt Nuts, Optoma, and BenQ, their circles are still relatively small. Even if the color TV background of Hisense, and can not be compared with the scale of fans of mobile phone - mobile phone is a personal consumer goods, and updated quickly, which determines the concept of millet laser television can inevitably for the industry "breakthrough" large-scale extra points.
"There is no anti-light curtain, you say helium-laser television."
Unlike Hisense, Optoma, etc., millet laser television seems to be less enthusiastic about "anti-light curtains."
However, what is the light curtain? It is the soul of laser television. Without a light curtain, a laser TV is nothing more than an ordinary laser projector - he cannot be qualified for the quality of the lighting. In a sense, the light curtain is the protagonist of the laser television market. Even without a laser light source, the anti-light curtain can still achieve the outstanding effect of the projection TV.
However, although the light curtain is good, it is a large household that eats "brightness". This is also the reason why everyone scoffs at the brightness of the millet's laser television: Since it ignores the anti-light curtain and emphasizes the white wall projection—the old-fashioned “non-screen TV†game played years ago, there is bound to be a reason. This may be because "Mille really doesn't understand this", or it may be that Xiaomi's "confidence in brightness" is insufficient.
However, in any case, there is no anti-light curtain to play a bad TV effect. This conclusion is already an industry consensus. Millet can not play alternative. This can not be concealed by feelings: natural laws, iron truths and objective facts, Xiaomi still believes it is good. Do not challenge people's "inherent product concepts" for laser television.
Of course, this is not to say that if there is no light curtain, there will be no big screen projection: the action of pulling on the curtains cannot cost a few cents. Comparing the price of the anti-light curtain 5000+ is still more cost-effective. In other words, the light curtain is "the soul of projection TV," but it is not the soul of the "projection screen." As long as there are enough good environmental conditions, 500 lumens projector will still play 100-inch giant screen.
The latter's game is not "poor play": Do you not see the cinema is turned off? Or say the "black house" model is also a degree of professionalism. And it can provide the unique picture quality effect and charm that the light curtain does not have.
"Do not talk about black technology and boast allies"
In the millet laser TV conference, Kwang-Feng and TI are more prominent than Xiaomi. Because Xiaomi acknowledges his so-called technology, the bulk comes from both. The two are the “black bosses†behind the millet laser television.
It is precisely because Xiaomi praised both, especially Guangfeng, that people feel a little “wrongâ€. What fluorescent color wheel 3.0, what is the highest 18% of the red light ratio (of course, Xiao Bian want to ask, red light, which is less), 9 percent of the domestic laser cinema market, etc., need to use behind the scenes Technology. Therefore, many people in the circle said that "Guangfeng has given himself a product vest."
Of course, we must acknowledge the strength of TI and Guangfeng. TI's DMD light valve has no second home; Guangfeng, the inventor of the fluorescent color wheel, has no second industry contribution or industry status. This and Xiaomi are currently in the projection circle "potential fan size", and no second home has formed a matchmaking trend.
Laser projection is a good thing. However, marketing is not a technology that can replace and solve itself. The value of Xiaomi is to make up for this vacuum. This is the advantage of industrial ecological integration. Use other people's technology is not shameful. Then again, who's product can get it all from the origin of 1+1=2?
Millet mobile phones, millet TVs, millet boxes, and other millet products, these so-called ecological resources, and the "fans" behind them will be the greatest wealth Xiaomi brings to the laser display and even the entire projection industry.
"Out of yo, you have to wait for crowdfunding."
Xiaomi's conference includes new products such as laser TVs, self-balancing vehicles and electric toothbrushes. However, there are differences between the laser TV and the latter two: the latter two are directly on-line sales, and the laser TV also has to play a wave of crowdfunding.
What is crowdfunding? Many people in the industry understand it as "futures." That is, everyone is not satisfied with the stocking of Xiaomi. Of course, it's not the first time Xiaomi has played this hunger and thirst marketing. Maybe people just want to play this way - it's just a strategy to build momentum.
Of course, with today's projection and laser industry supply chain, there is no big problem supporting Xiaomi's sales. Not to mention the separate laser foundry sector, there are a lot of people who are losing money and not enough to eat. Consumers do not need to worry about the supply capacity of millet after crowdfunding. The only market variable is that the results of crowdfunding may affect Xiaomi’s subsequent investment in the product line.
Self-balancing cars and electric toothbrushes are relatively mature industries. Through market research, Xiaomi can reach the bottom of his scale. However, laser display is a start-up and booming industry, with structural contradiction of high growth rate and small inventory. Under this structure, only practice can prove what kind of path is feasible. This is probably the reason why Xiaomi crowds up for laser television.
In short, laser television has entered the era of millet. 628 there are surprises, there are insufficient. However, more deficiencies and lateness are better than nothing. This is the "industry value" of millet laser TV today.
Nantong Boxin Electronic Technology Co., Ltd. , https://www.ntbosen.com