Group 1: Regional Competitive Landscape - The distribution of companies in the Chinese projector industry is concentrated in the southeastern coastal regions, with central regions (Henan, Sichuan) and major cities like Beijing and Shanghai developing in coordination [1]. Group 2: Company Competitive Landscape - In 2024, the top ten brands in the domestic projector retail market are led by XGIMI, with 1LCD brands holding half of the market share. Xiaomi has entered the top ranks due to the success of its Redmi Lite product, while Konka has gained a leading position on Douyin through significant investment [2]. - The market concentration in the projector retail market is moderate, with CR3 at 27.8%, CR5 at 38.7%, and CR10 at 56.0%. The increasing number of brands entering the market intensifies competition, putting weaker brands at risk of elimination [7]. Group 3: Brand Popularity Ranking - According to data from May 2025, "Epson" appears most frequently among over 600 projector products listed on JD.com, indicating high brand influence. Other brands like "BenQ" and "Konka" are less frequent but still significant [5]. Group 4: Competitive Clusters - The Chinese projector industry can be categorized into four competitive clusters: leaders, challengers, followers, and niche players. The number of challengers is high, while visionaries are few, reflecting the industry's low market penetration and significant growth potential [9]. Group 5: Competitive Strategy Layout - The strategic layout among representative companies in the projector industry shows a strong emphasis on horizontal integration, forward integration, and product development strategies, indicating a focus on industry chain integration and market expansion [11]. Group 6: Competitive State Summary - Supplier bargaining power is relatively strong due to high product differentiation and market concentration, while buyer bargaining power is weak due to low buyer concentration and small business volume [14]. - The threat of potential entrants is moderate, with existing companies controlling key resources and market share, creating barriers to entry, but the industry's attractiveness and opportunities for new entrants remain [14]. - The threat from substitutes is moderate, with alternatives like LCD TVs and tablets posing competition, although projectors have advantages in price and user experience [15]. - Competition among existing players is strong, driven by increasing market share and sales volume, despite the absence of overcapacity [15].

经济观察网 9月22日，根据洛图科技数据显示，2025年上半年，全球投影机市场的出货量为900.3万台， 同比下降4.2%；销售额为40.5亿美元，同比下降8.6%。 ...

（来源：Runto洛图科技观研） 洛图科技（RUNTO）认为，市场下降的主要原因可以归结为以下三个方面： 首先，全球局势动荡加剧了市场不确定性。中美之间的关税风波一方面影响了企业的出货节奏，形成了"Q1涨、Q2降"的局面；另一方面影响了投影机在 终端市场的售价，一定程度上打消了消费者的购买意愿。此外，地缘政治冲突持续发酵，中东和东欧地区的紧张局势扰乱着国际贸易环境，造成市场需求 不稳定和企业投资谨慎。 其次，去年体育赛事带来的高基数效应在2025年上半年显现。2024年是体育大年，上半年正值巴黎奥运会和欧洲杯等重大赛事密集期，这些活动有效刺激 了家用娱乐和商用展示需求。而2025年上半年缺乏类似全球性的体育盛会，难以复制去年的需求高峰。 2020年以来，全球新生代的消费群体崛起，用户对智能投影、微型投影的认知度显著提升，并伴随着跨境电商蓬勃发展，以及发达经济体户外露营需求增 长等因素影响，全球投影机市场步入了上行通道。 而进入2025年，销售规模出现回撤。根据洛图科技（RUNTO）数据显示，2025年上半年，全球投影机市场的出货量为900.3万台，同比下降4.2%；销售额 为40.5亿美元，同比下降8.6%。 ...

Core Insights - The Chinese printer and projector market is undergoing significant structural changes driven by digital transformation, consumption upgrades, and the demand for efficient, low-carbon, and intelligent products [1][2] - Epson's strategy in China focuses on "technology + localization" to provide high-quality products and services, positioning the market as a key growth engine for the company [1][2] Market Trends - The market has shifted from scale-driven growth to quality-driven development, necessitating brands to adapt to changing consumer needs [1] - The printer market is expected to see a 12.5% year-on-year decline in shipment volume in 2024, attributed to economic fluctuations and a rebound in demand following the pandemic [2] Company Strategies - Epson is restructuring its value chain to address changes in home printing demand, utilizing its "technology + localization" strategy and partnerships to enhance product appeal [2] - The "Epson Cloud Printing" WeChat mini-program has over 8.39 million registered users, and collaborations with Disney have introduced themed printers to attract family consumers [2] Technological Innovations - Epson's inkjet multifunction printers utilize "cold printing technology," which improves efficiency and reduces energy consumption, aligning with the growing emphasis on sustainability [5] - The company is also focusing on digitalization in commercial and industrial printing to enhance customer convenience while minimizing environmental impact [5] Competitive Landscape - New entrants in the market are viewed as a driving force for Epson's progress rather than mere competition [4] - The rise of large-screen LCD TVs is impacting the projector market, but Epson sees projectors as complementary solutions rather than direct substitutes [6] Smart Transformation - Digital transformation is identified as a critical challenge and a key to exponential growth, with Epson leveraging core hardware technology and partnerships across various sectors [7] - The "Epson Carrot Shared Printing" service allows users to print without owning a printer, meeting the demand for convenient, on-the-go printing [7] Collaborative Efforts - Epson is actively pursuing partnerships to build smart scene ecosystems, exemplified by collaborations with Tencent to enhance smart projection solutions [8] - The joint marketing efforts with Tencent Video aim to popularize smart projection products in the home market, targeting the "large-screen smart entertainment" segment [8]

Core Viewpoint - The new president of Epson China, Ishikawa, aims to accelerate the company's localization and green innovation efforts in the Chinese market, leveraging his extensive experience in core business areas such as printers and projectors [4][5]. Group 1: Technology Core - Epson's technology philosophy is encapsulated in three words: "省 (Efficiency), 小 (Compactness), 精 (Precision)," which have been integral since its inception [5]. - The company has developed significant technologies such as micro piezo inkjet for industrial digital printing and 3LCD projection technology for artistic collaborations [5]. - Epson's Heat-free technology allows for inkjet printing without heating, significantly reducing energy consumption and aligning with China's dual carbon goals [5]. Group 2: Digitalization and Youth Engagement - Epson is accelerating localization in China by collaborating with local companies to implement its proprietary print heads in commercial and industrial printing [6]. - The company is integrating AI solutions in educational settings to alleviate teachers' workloads, allowing them to focus more on student guidance [6]. - Epson has developed smart projection solutions tailored to Chinese consumer habits, including built-in Tencent Video and a WeChat mini-program for enhanced user interaction [6]. Group 3: Green Innovation and Collaboration - Epson has launched the "Love Carrot Shared Green Printing Service," allowing consumers to print without owning a printer, promoting sustainability and convenience [7]. - The company emphasizes collaboration with local partners to drive digital transformation in various industries, including textiles and advertising [7]. - Ishikawa highlights the importance of co-creation with Chinese partners to leverage local innovation capabilities [7]. Group 4: Future Vision - Epson's long-term goal is to achieve "negative carbon" emissions by 2050, reflecting its commitment to environmental responsibility [9]. - The company aims to deepen collaboration with leading Chinese innovative enterprises to empower various industries [9]. - Epson's overseas revenue share has increased from 75% to 85%, indicating that the Chinese market is becoming a key growth engine [9].