Looking at the new behavior of enterprises to adapt to changes in demand from the hot sale of projectors (Observatory)

　　The continuous upgrading of household consumption has brought a broad space for transformation and upgrading of my country's manufacturing industry.

As long as the company is based on its own advantages, timely discovers changes in demand, and keenly captures market opportunities, it can continue to harvest new growth points

　　Not long ago, in order to facilitate children's online lessons at home, I planned to buy a home projector.

After visiting offline stores and browsing e-commerce platforms, I was surprised to find that projectors, which were mostly commercial in the past, have now become popular products in the field of household appliances.

A check of the data shows that it is not surprising: in the first half of the year, my country’s total projector shipments reached 2.27 million units, a year-on-year increase of 32.4%.

　　In the past, projectors were generally purchased by enterprises and government departments, and the industry demand was stable and the growth rate was relatively flat.

In recent years, projectors have begun to "fly into the homes of ordinary people", and sales growth has increased significantly.

In the first half of this year, the sales of home projectors reached 1.68 million units, accounting for 74% of the entire industry's product sales, becoming the "main force" supporting the development of the industry.

　　Why can a mature and stable "old business" open up new markets and gain new growth points?

Let’s start with the analysis of the main consumer groups of projectors: one is the parents of students. During the epidemic prevention and control period, some children’s courses have been changed to online, and many parents choose to buy projectors for the sake of protecting their children’s eyesight; The category is for young people. The projector is light and convenient, easy to carry, and can also bring immersive viewing and gaming experience, replacing TV in more and more young families.

　　In fact, it is not uncommon for industries to usher in new growth, like projectors, riding on the east wind of upgrading consumer demand.

For example, as people's demand for printing learning and work materials at home increases, the market for home printers is heating up.

For another example, affected by the continuous growth of the live delivery industry, the small lighting and mobile phone holders required by network anchors have also ushered in explosive growth.

　　In the face of the “outcome”, whether the company can seize the precious opportunity depends on whether the company can adapt to changes in demand.

Taking projectors as an example, lightness, simplicity, and ease of operation are the key factors to move from business to home.

In the past, professional projectors used by enterprises and institutions required specialized technicians to do debugging before they could be used, and the equipment also needed to be placed in a relatively fixed position.

Nowadays, common household projectors on the market do not require a screen or installation, and can auto-calibrate, auto-focus, and achieve "dumb" operation.

In addition, the operating system of a home projector is basically similar to that of a smart phone. It can be turned on and used like a mobile phone, and it can also connect to the Internet to obtain a lot of movie resources.

It is this difference that allows some companies to find room for development.

Regarding the new growth point of home projectors, some traditional large companies performed generally due to their slow transition. On the contrary, some technology-based startups aimed at market needs, took the lead in making projectors intelligent, meeting home needs, and quickly seizing the market. , After the realization of catch-up.

　　It is worth noting that the growth of the projector industry has also expanded space for the transformation of related industries.

For example, in order to cope with the challenge of slowing market demand growth in the TV industry, some home appliance companies have set their sights on the projector market, based on their own excellent manufacturing capabilities, and opened up new growth points for their companies.

Hisense, the traditional home appliance company in people's impression, has already accounted for 42% of the market share of laser projectors (also known as laser TVs) in my country.

　　The hot sales of projectors let us see that the continuous upgrading of household consumption has brought a broad space for transformation and upgrading of my country's manufacturing industry.

As long as the company bases itself on its own advantages, timely discovers changes in demand, and keenly captures market opportunities, it will be able to continuously harvest new growth points.

As each company better adapts, leads and creates new demands, and continuously improves the level and quality of the supply system, China's manufacturing will move steadily along the track of high-quality development.

　　Li Xinping