After becoming the industry leader in three years, why did Vidda “catch up from behind”?

In 2023, “quality-price ratio” has become a major keyword in the smart projection industry.

Consumers' pursuit of quality-price ratio has forced changes and upgrades in the smart projection industry. On the one hand, the prices of laser products have been reduced one after another, emphasizing “high-end cost performance”. On the other hand, the accelerated expansion of low-priced LCD products has supported half of the smart projection track.

As an emerging new product in the display industry, the development and evolution of smart projection in the past few years has been faster and more intense than people imagined.

the author thinks,The smart projection industry is moving from cost-effective competition to a higher-dimensional competition based on comprehensive strength, including improving consumer experience with technological innovation and building brand power with high quality.

On May 8, Vidda, a young and trendy brand owned by Hisense, held the “Wisdom Without Boundaries” 2024 annual new product conference.

In my impression, this is the largest press conference held by Vidda since it entered the projection industry. To some extent, it also symbolizes a major milestone in the development of Vidda's projection track.

At the same time, a new curtain on the three-color laser projection track is slowly opening.

The future of smart projection is “confused””three-color laser brings new vitality

In recent years, with the continuous expansion of groups such as “minimalist decoration families”, “high-frequency moving families” and “single aristocrats”, the demand for convenience and diversification in family viewing has significantly promoted the development of smart home projection products. development of.

Especially since 2020, the industry has ushered in a stage of rapid development. According to data from Luotu Technology, China's smart projector (excluding laser TV) market has grown for three consecutive years from 2020 to 2022, with sales in 2022 reaching 617.8 million units, a year-on-year increase of 28.6%; sales were 12.53 billion yuan, a year-on-year increase of 7.9%. However, growth hit the brakes in 2023. According to data from Luotu Technology, last year, home smart projector sales fell by 5.1% year-on-year, and sales fell by 17.3% year-on-year, which was the first decline in the past five years.

It is not difficult to see that home smart projection has entered a period of adjustment, and industry changes are also coming. The most intuitive thing is that the market shows a dumbbell-shaped consumption structure, that is, the market for products priced below 1,000 yuan and above 5,000 yuan is growing, while the mid-range market share is gradually declining.

In the short term, the deployment of low-priced entry-level products can, to a certain extent, sustain the growth in volume and have the opportunity to help the industry temporarily get rid of the downward trend. However, from a long-term perspective, low-priced entry-level products may gradually eliminate the market value of smart projections, and may even further consume consumers' enthusiasm for the entire category of home smart projections as some “low-quality” problems arise.

Therefore, if the home smart projection market wants to truly pick up, the key factor in competition must return to user experience. How to provide users with a more comfortable and convenient viewing experience is the key to helping the industry get out of growth difficulties.

As a result, major brands began the road of “tossing”, and products of different shapes, styles, and technologies appeared one after another. It is worth noting that three-color laser has become the “category” with the most potential. According to data from Luotu Technology, the shipment volume of laser projection last year increased by 35.5% compared with 2022. From 2020 to 2023, the compound growth rate was 37.7%, gradually becoming a new driving force for the growth of the intelligent projection industry.

Under such a market background, brands such as Vidda, Jimi, Nut, and Dangbei have all participated in the three-color laser projection market.

In fact, this choice is not surprising. After all, whether compared to monochromatic lasers or projection products using LEDs as light sources, three-color lasers have better performance in terms of brightness and contrast, and they have better performance in high resolution and wide color. It also has unique advantages in terms of gamut, ultra-high color number and viewing comfort.

Therefore, at present, three-color laser technology will become one of the keys to competition among brands. In this regard, Vidda is clearly the one with the most potential. This is not only because Vidda is the pioneer of three-color laser home projection, but also because it is a firm advocate of three-color laser technology. Since entering the home projection industry in 2022, Vidda's main products use three-color lasers as light sources. .

At the press conference, Vidda shouted the slogan of being “the first brand of three-color laser projection”.

Vidda, which only entered the projection industry in 2022, to some extent caters to the trend of rapid popularization of laser products and officially opens a new situation in the industry.If laser projection products have previously completed 0-1 category development, then the new three-color laser revolution led by vidda will point to the upgrade and development of the 1-10 track.

How does Vidda get the power to leverage the industry?

　　“Vidda lives up to its nameThe fastest growing emerging brand in the field of consumer electronics.“GuoChen Zaiat the press conferencePut it this way.

Before discussing what this “emerging brand” will bring, we try to understand how Vidda came to be through its development.

Vidda officially entered the projection industry in 2022. In just one year, it has become the brand with the fastest sales growth in the smart projection DLP market. This kind of expansion speed is extremely explosive in any industry.You know, despite these yearsIntelligent projection industryRapid development, but there are only a few super players who have truly emerged.not to mention achieving such results in 2023 when the market is on the decline.

How did Vidda leverage the industry and become a leading brand in just three years?

The ultimate polishing of products, sincere respect for users, and resonance with interesting souls are important magic weapons for Vidda to win.

In terms of products, Vidda insists on independent research and development from beginning to end, achieving independence and controllability of the entire manufacturing process, and puts the consumer's feelings in the most important position from beginning to end. According to Vidda officials, Vidda has created 12 industry firsts in the past three years.

Of course, while Vidda is moving forward at a rapid pace, its peers are also speeding up to catch up. In recent years, smart projection brands have sprung up like mushrooms after a rain. But very few brands can make choices as identified by Vidda and do so consistently. At the same time, with the accelerated expansion of the smart projection track, the industry has also begun to present many problems, such as obvious brand homogeneity, poor product quality, and poor customer experience.

In these aspects, Vidda has not been affected too much, because at the beginning of the brand's entry into projection, the direction was already clear and a solid foundation was laid.

GuoChen mentioned at the conference,Vidda is the first brand in the industry that dares to call out “exact standards”.

thisthree wordsIt seems simple but not easy to do,thisyesViddarightSmart projectionThe awe and piety of the competitive nature.

The reason why Vidda has such confidence is that Hisense, which it is backed by, has 17 years of technology accumulation in the field of laser display and now has more than 2,500 laser display-related patents. Such strong technical support is unmatched by other brands. incomparable.

At the same time, this kind of awe is not only written in all Vidda promotional posters that can be seen, but also embedded in deeper product quality control and research and development. It is understood that Vidda has 8 R&D centers, 6 production bases and more than 1,900 masters and doctors in scientific research.

It is this kind of awe that makes Vidda grow rapidly. According to VIdda officials, projection sales in 2023 will increase by 266.84% compared to 2022, significantly outperforming the industry. In just one year, sales doubled.

Today, Vidda’s “come from behind” proves that its logic of breaking through in the smart projection track is correct.

When home smart projection just started, many people felt that it was a track with few barriers, and some brands even directly sold OEM products by purchasing upstream optical machines. However, over the past few years, consumers have voted with their feet and elected the leaders in this industry.

In the final analysis, pursuing the ultimate and “honesty” is just an attitude. Vidda has officially relied on such a sincere approach to put consumers in the most important position and become an iconic brand in the industry.

The debut of Vidda C2 series heralds the start of the second half of smart projection

Judging from the information released at this new product launch conference, Vidda has already given some answers to the continuous improvement of the industry.

In terms of products, Vidda focuses on three things.First, focus enough to repeatedly consolidate technological advantages and detonate the market.Anyone who understands smart projection should know that brightness is the key to determining the display effect and user experience of a product. In the past few years, the main function points promoted by various brands are, simply put, high brightness ≈ good picture quality and good experience. At Vidda's press conference, the Vidda C2 Ultra launched once again brought the brightness of projection products to a new level. This model is equipped with the industry's first MCL 38 laser, achieving a brightness of 3,000 lumens, Vidda said at the press conference , if according to the marking method of the friend, the brightness of Vidda C2 Ultra is 4400 lumens.

Not only has the brightness reached the top of the industry, Vidda has also brought optical zoom to projection products for the first time. With a super optical zoom lens with an ultra-wide throw ratio of 0.9~1.5:1, Vidda can project a 100-inch image at a range of nearly 2 meters. Giant screen, for young people with limited living space, they can still enjoy a huge screen in a small space. At the same time, this means that the industry has moved from digital zoom in the past to a new era of optical zoom.

In addition, Vidda is also sincere in some details. The base integrates a 20W ultra-large sound cavity independent bass unit, an ultra-high-power gallium nitride power adapter, and a 360° rotating integrated pan/tilt base…

　　The second is to enrich categories and create large-scale single product plans and hot-selling plans.In 2022, Vidda released three products with different positioning to form the “Three-Color Laser Family Bucket” to meet the different choices of different consumer groups by positioning different products. Today, Vidda continues this strategy, not only the Vidda C2 Ultra, which is known internally as the “Emperor”, but also the new-generation C2 Pro, the all-around flagship C2s, and the king of quality-price ratio C2 Ultimate Edition. According to the consumption of different consumers Habits and preferences, create a product matrix with different positioning, so that three-color laser can enter more families.

The third is to continue to create the ultimate quality-price ratio.Vidda’s new product is priced from 6,399 yuan to 11,999 yuan. This price span covers almost all target groups interested in laser projection. And among the many high-end products at home and abroad that focus on three-color lasers, these four products are far ahead in terms of brightness, projection ratio and more details. Almost no other brands can achieve this price point. For products with the same configuration, Vidda products definitely have an overwhelming advantage in price. Such a high-quality-price ratio strategy not only attracts a large number of consumers, but also fully conforms to the current consumer psychology.

As a result, a more standard reference template for the home smart projection track has emerged. This is also the compass that this young and dynamic industry urgently needs.

Looking at the field of digital consumption, the success of any brand basically comes from the recognition of consumers in this field. Vidda has been recognized by consumers in the field of smart projection through its rich product categories, leading quality, and preferential product prices. This is why Vidda, a “latecomer”, can move so fast. Nowadays, companies that are constantly exploring their own limits Vidda has opened a new chapter in home smart projection and set a new example for the industry.

magicCubeFunc.write_ad(“dingcai_top_0”);