Core Viewpoint - The projector market, particularly for the leading company XGIMI Technology, is experiencing a significant decline in both revenue and profit, prompting the company to explore new avenues such as the automotive sector for growth opportunities [1][2][4]. Financial Performance - In 2024, XGIMI Technology reported a revenue of 3.405 billion, a year-on-year decline of 4.27%, and a net profit of 120 million, down 0.3% from the previous year [1][3]. - The company faced a more severe downturn in 2023, with a revenue drop of 15.77% and a net profit plunge of 75.97%, marking its worst performance since going public [2][7]. - The core business, which is projector sales, generated 2.999 billion in 2024, accounting for 88.07% of total revenue, indicating a reliance on this segment despite its struggles [4]. Market Trends - The overall projector market in China saw a shipment of 473.6 million units in 2023, a decline of 6.2%, with sales revenue dropping by 25.6% to 14.77 billion [6][10]. - The competition in the projector market has intensified, with market concentration decreasing from approximately 49% in 2019 to 31% in 2023, leading to aggressive price competition [9][10]. - The average price of projectors fell from 3932 yuan in 2022 to 3119 yuan in 2023, reflecting the impact of price wars among brands [9]. Consumer Sentiment - Consumer dissatisfaction with projectors has increased, with complaints about color accuracy, high failure rates, and strict environmental requirements [10][11]. - Many consumers who initially purchased projectors for home use have found them underwhelming, leading to a trend of reselling these devices shortly after purchase [10]. Strategic Shifts - In response to declining sales, XGIMI Technology is diversifying its strategy by entering the automotive sector, focusing on smart cockpit and head-up display technologies [2][12][14]. - The company has secured several contracts in the automotive space, including projects with BAIC New Energy, indicating a potential new revenue stream [14]. - Despite the potential in the automotive market, XGIMI faces competition from other brands and must navigate ongoing price pressures within the industry [12][14]. R&D and Future Outlook - XGIMI's R&D investment in 2024 was 368 million, a decrease of 3.57%, marking the first decline in R&D spending since the company went public [15][16]. - Industry experts suggest that XGIMI should focus on enhancing its product offerings through innovation rather than merely cutting costs to maintain profitability [15][16].