不爱看电视的年轻人，也开始抛弃投影仪了

Core Viewpoint - The traditional television and projector markets in China are experiencing significant declines in sales, with domestic brands dominating the market but struggling to find new growth opportunities as consumer preferences shift towards smaller screens and alternative entertainment formats [5][10][30]. Group 1: Television Market Trends - The domestic television market is projected to see a shipment volume of 32.895 million units in 2025, a year-on-year decline of 8.5%, marking the lowest level in nearly 16 years [5][12]. - Major domestic brands such as Hisense, TCL, Xiaomi, and Skyworth accounted for approximately 25.6 million units shipped, holding a market share of 77.8%, despite a 9.2% decline in sales [12]. - Foreign brands like Samsung, Sony, Philips, and Sharp have seen their combined shipments drop below 1 million units in 2025, leading to strategic exits from the market, such as Panasonic's plan to sell its TV business [13]. Group 2: Projector Market Trends - The projector market faced a total annual sales volume of 5.203 million units in 2025, down 13.9% year-on-year, with sales revenue of 8.36 billion yuan, a decline of 16.5% [14]. - Despite government subsidies aimed at boosting sales, the projector market continued to decline due to diminishing effects of these subsidies and preemptive consumer demand [16][17]. - Among leading brands, only the brand XGIMI saw a 12% increase in sales, while others like JmGO and Dangbei experienced declines [17]. Group 3: Changing Consumer Preferences - The rise of micro-short dramas and short videos has shifted consumer entertainment preferences towards smaller screens, with the micro-short drama market reaching a value of 100 billion yuan in 2025, nearly double that of the national film box office [22][23]. - The user base for micro-short dramas reached 696 million by mid-2025, accounting for nearly 70% of internet users, indicating a significant shift in viewing habits [24]. - New products like "girlfriend machines," which are large tablets on wheels, have shown a 45.4% increase in sales, suggesting a growing demand for portable and versatile entertainment devices [28]. Group 4: Future Market Outlook - Predictions indicate that the television market will see shipments drop to 30.12 million units in 2026, a decline of 8.4%, while the projector market is expected to decrease by about 2% to 5.089 million units [30]. - The upcoming 2026 World Cup may provide a temporary boost to large screen usage, as past events have shown significant marketing success for brands like Hisense [31]. - Despite domestic market challenges, Chinese brands are gaining ground internationally, with a combined global market share of 31.3% for TCL, Hisense, and Xiaomi, surpassing South Korean competitors [33].