Core Insights - The penetration of Head-Up Display (HUD) in China's passenger car market is rapidly increasing, with a projected growth rate of 22% year-on-year for standard HUDs in the first half of 2025, reaching a penetration rate of 15.5% [1][2] - Augmented Reality Head-Up Display (AR-HUD) is experiencing significant growth, with a year-on-year increase of 45%, and is expected to reach a penetration rate of 6% by 2025 [1][2] Group 1: Market Trends - The standard HUD configuration in China's passenger vehicles is primarily dominated by W-HUD, while AR-HUD is seeing rapid growth, increasing its penetration rate to 28% in the first half of 2025, up by 4 percentage points year-on-year [3] - The market share of domestic vehicles with standard HUDs is the largest at 63%, reflecting a 2 percentage point increase year-on-year, while German and Japanese vehicles account for 21% and 14% respectively [4] Group 2: New Energy Vehicles - In the first half of 2025, the HUD penetration rate in China's new energy passenger vehicles reached 57%, with a total of 1.18 million units, indicating a growing consumer acceptance of HUD technology [5] - The AR-HUD configuration in new energy vehicles accounted for 94% of the total AR-HUD installations, driven by domestic brands and new automotive forces [5] Group 3: Pricing and Market Segmentation - The majority of HUD installations in passenger vehicles priced at or above 300,000 yuan account for 42% of the total, with significant growth in lower price segments as well [6] - The AR-HUD installations in vehicles priced at or above 300,000 yuan represent 39%, showing a 7 percentage point increase year-on-year [6] Group 4: Industry Dynamics - The HUD industry is experiencing rapid growth and expansion, supported by policy incentives, technological advancements, and increasing market demand, with major manufacturers concentrated in eastern coastal regions of China [6]

Core Viewpoint - The automotive Head-Up Display (HUD) market in China is experiencing rapid growth, particularly in the mid-range and high-end segments, with significant increases in both standard and augmented reality (AR) HUD adoption [2][3][4]. Group 1: Market Penetration and Growth - In the first half of 2025, the standard HUD installation rate in Chinese passenger vehicles reached 15.5%, with a year-on-year growth of 22%, while AR-HUD installations grew by 45%, achieving a penetration rate of 4.3% [2]. - The overall HUD penetration rate in the Chinese passenger car market is projected to reach approximately 17% by 2025, with AR-HUD expected to reach a 6% penetration rate [3]. Group 2: HUD Types and Trends - The mainstream type of HUD in the Chinese market remains W-HUD, which accounted for 72% of installations, while AR-HUD's penetration increased to 28%, reflecting a year-on-year increase of 4 percentage points [4]. - The penetration of P-HUD is relatively low at around 0.5%, and C-HUD has nearly exited the market with a penetration rate of less than 0.1% [4]. Group 3: Domestic vs. Foreign Models - In the first half of 2025, 48% of the passenger vehicles in the Chinese market were equipped with HUDs, with domestic models making up 69% of this figure. The domestic models accounted for 63% of the total HUD installations, marking a 2 percentage point increase year-on-year [5]. - German and Japanese brands accounted for 21% and 14% of HUD installations, respectively, with year-on-year changes of -4 percentage points and +3 percentage points [5]. Group 4: New Energy Vehicles - The HUD installation rate in new energy passenger vehicles reached 57% in the first half of 2025, with a total of 118,000 units installed, reflecting a year-on-year increase of 2 percentage points [6]. - New energy vehicles accounted for 94% of the AR-HUD installations in the passenger vehicle segment, driven by domestic brands and new automotive forces [6]. Group 5: Pricing and Market Segmentation - In the first half of 2025, models priced at 300,000 yuan or more accounted for 42% of the total HUD installations, with other price segments (150,000-200,000 yuan and 200,000-250,000 yuan) representing 22% and 20%, respectively [7]. - For AR-HUD, models priced at 300,000 yuan or more made up 39% of installations, with year-on-year increases of 7 percentage points in this segment [7]. Group 6: Industry Dynamics - The majority of domestic HUD manufacturers are concentrated in coastal regions, particularly in Guangdong, Shanghai, Zhejiang, Beijing, and Jiangsu, where the industry chain is becoming increasingly mature [7]. - The HUD industry is in a rapid growth phase, driven by policy support, technological innovation, and market demand, gradually breaking the foreign monopoly [7].

Core Viewpoint - The automotive display market is experiencing high growth but is simultaneously facing a structural dilemma of low profitability, leading to a shift in competitive focus from mere scale expansion to differentiation strategies [4][13]. Market Growth Potential - The global automotive display system market is projected to grow from $23.83 billion in 2024 to $47.37 billion by 2029, with a compound annual growth rate (CAGR) of 14.7% [2]. - The total shipment of automotive display panels is expected to reach 232 million units in 2024, marking a year-on-year increase of 6.2% [2]. Competitive Landscape - The automotive display market is viewed as a "second growth curve" for the display industry, especially as traditional markets like mobile phones and TVs face saturation [3]. - Major display manufacturers are increasingly investing in automotive display capacity, leading to intensified price competition [4]. Structural Challenges - The automotive display market is characterized by "structural dividends and competitive excess," with many suppliers feeling the pressure from both automotive manufacturers and price wars [4][10]. - The shift towards direct partnerships between panel manufacturers and automakers is emerging, reducing reliance on traditional Tier 1 suppliers [10][11]. Differentiation Strategies - Building deep relationships with automakers and Tier 1 suppliers is crucial for success, as the automotive project cycle is long and complex [15]. - Companies must focus on diverse technological innovation capabilities to meet the stringent requirements of automotive-grade products [15][16]. Company Strategies - BOE is adopting a comprehensive strategy to become a "general contractor" for smart cockpits, leveraging its extensive technology portfolio [18]. - Tianma is focusing on high-resolution LTPS LCD technology, achieving over 30% year-on-year revenue growth in its automotive business [19]. - TCL Huaxing is rapidly increasing its market share through deep partnerships with key automotive players, achieving a 125% year-on-year growth in automotive display shipments [20]. Emerging Technologies - The rise of electric vehicles is driving demand for larger and more advanced screens, with HUD technology becoming increasingly common in mid-range vehicles [7]. - Companies like XGIMI are exploring projection technology as an alternative to traditional screens, aiming to address space and adaptability challenges [23].

Core Viewpoint - The IPO attempt of Zejing Electronics aims to alleviate financial pressure amid significant operational challenges, including continuous losses, high debt levels, and reliance on a limited number of major clients [1][2][4]. Financial Performance - Zejing Electronics reported revenues of 214 million yuan, 549 million yuan, and 578 million yuan for 2022-2024, with a compound annual growth rate of 64.3%. However, the company has accumulated losses of 577 million yuan over three years, indicating an inability to achieve profitability or positive cash flow in the short term [1][2]. - The company's total assets are 790 million yuan, with total liabilities reaching 1.7 billion yuan, resulting in a debt-to-asset ratio of 215.6%, significantly exceeding healthy industry levels [2]. Debt and Liquidity Risks - The company faces a liquidity crisis if the IPO fails, as it has a net current liability of nearly 1 billion yuan, primarily due to 1.36 billion yuan in redeemable preferred shares. If the company does not complete a qualified listing by the end of 2027, investors can demand redemption [2][4]. - In 2024, Zejing Electronics added 110 million yuan in bank loans, leading to a more than 40% increase in financial expenses year-on-year [2]. Customer Concentration - The revenue concentration among the top five clients remains high, accounting for 93%, 93.8%, and 80.9% of total revenue from 2022 to 2024, indicating a risk of revenue volatility if core client orders fluctuate [2]. - The sales growth rate of Zejing Electronics' HUD solutions dropped sharply from 156.5% to 5.28% in 2024, signaling potential growth fatigue [2]. Market Competition and Pricing Pressure - The average selling price of HUD products has been declining, with W-HUD prices falling from 971 yuan in 2022 to 837 yuan in 2024, and AR-HUD prices plummeting from 3,474 yuan to 1,165 yuan, a 66% drop, indicating intensified price competition [3]. - The AR-HUD market is dominated by major players like Huawei and Crystal Optoelectronics, which hold over 95% of the market share, posing challenges for Zejing Electronics to establish a significant presence [2][3]. Strategic Outlook - The company's IPO appears to be a self-rescue measure to address the pressure from redeemable preferred shares. Despite the promising outlook for the HUD sector, structural risks such as high debt, low profitability, and customer concentration, combined with industry pressures from technological iterations and price wars, may lead to cautious market valuations [4].