CCID Consulting Analyzes China's Projector Market in 2008Q3

CCID Consulting's data shows that the sales volume ofChina's projectors in 2008Q3 reached 251,500 sets, sales revenue reaches 3.216 billion Yuan. The competition pattern is relatively stable. Based on excellent market performance, SANYO had the most rapid growth.

    Figure 1: Brand Structure of China's Projector Market, 2008Q2-2008Q3
    http://www.ccidconsulting.com/en_upload/13957.jpg
    Source: CCID Consulting, Oct. 2008

Affected by Macro-Economic Environment,China's Projector Market's Growth Slows Down

Third quarter is the traditional purchase season especially for government and education sectors, hence projector sales is expected to hit peak.China's projector market in 2008Q3 was up 17.8% year-on-year, but compared to the growth in 2007Q3 which was 36% year-on-year, the slow down in growth trend has been obvious. CCID believes that the natural disasters including snow storms and earthquakes in the first half of the year have affected budgeting decisions for fields that are effected, including local governments investments. On the other hand, the impact of the global finance crisis are beginning to show in fields such as real estate, energy, import and export processing enterprises, which react by curbing expenditures and calling purchasing decisions to a halt. These factors hit hard on the projector market, which relies on trade and financial activities.

Projector Market Share inNorth China Decreases

In 2008Q3, Olympic Games and Paralympic Games promote the exchange and cooperation ofChina's and world cultures and economies, but during Olympic Games, the projector market share in North market decreases. The tightening up of security over the period especially inBeijing and among government organizations, schools and enterprises, the major users of projectors, were busy with executing security plans and faced limitations in carrying out purchasing decisions. And in order to ensure the safety of athletes and spectators,Beijing and neighboring provinces and cities adopt traffic control, which also affected circulation and supply of projectors inNorth China.

Household HD Projector Failed to Become Projector Market's Consumption Hot Spot

At the beginning of 2008, taking the opportunity of the Olympic Games, projector manufacturers launched HD household projectors, but household HD projectors failed to develop as a consumption hot spot. Affected by the finance crisis, consumers are having an increasingly gloomy attitude towards the future economy, and are becoming more cautious in their purchase, which affected household HD projectors, especially in its competition with a more economical and traditional product, the TV, which enjoys an obvious advantage in performance, compared to short bulb life and high cost in projector products. The Olympic Games was still able to drive up individual demand on household projectors, with projectors of BenQ, Panasonic and Sony selling well.

A cross section view shows that 20,000 Yuan projectors accounts for 77.5% of the total market in 2008Q3. For products with prices between 30,000-40,000 Yuan, sales was down 14.8% year-on-year. Sales for 40,000 Yuan products went down 58.2% year-on-year. With enterprises trying to reduce expenditure amid poor business performances and a global economic downturn, projector manufacturers have launched more economical projectors with prices less than 10,000 Yuan, such as TOSHIBA's TDP-SP1, TDP-XP1, and BenQ's MP512ST. The price war in projector retail market is heating up. The mainstream 3000 lumen mode's price is less than 10,000 Yuan, meanwhile, there are abundant low price projectors, whose prices are between 3,000-6,000 Yuan, so some high-end projector manufacturers have to reduce prices to seize more markets. CCID Consulting's research shows that education and business modes have the best sales situation, but in distribution market, the projectors with the price between 8,000- 10,000 Yuan are more popular.

    Figure 2: Price Brackets of China's Projector Market in 2008Q3
    http://www.ccidconsulting.com/en_upload/13958.jpg
    Source: CCID Consulting, Oct. 2008

Affected by the overall economic environment, the projector market in 2008Q3 was not optimistic. CCID Consulting suggests that projector manufacturers effectively utilize resources, reduce cost so as to a reply long-term and inevitable price war; meanwhile, manufacturers should continue to reduce products' use cost and make effect on extending bulb's service life; channel partners should keep active attitude, strengthen cooperation with manufacturers and pay more attention to services improvement.

About CCID Consulting

CCID Consulting Co., Ltd. (hereinafter known as CCID Consulting), the first Chinese consulting firm listed in the Growth Enterprise Market of the Stock Exchange (GEM) ofHong Kong (stock code: 8235.HK), is directly affiliated with China Center for Information Industry Development (hereinafter known as CCID Group). Headquartered inBeijing, CCID Consulting has so far set up branch offices inShanghai,Guangzhou,Shenzhen,Wuhan andChengdu, with over 300 professional consultants after many years of development. The company's business scope has covered over 200 large and medium-sized cities in China.

Based on major areas of competitiveness: industrial resources, information technology and data channels, CCID Consulting provides customers with public policy establishment, industry competitiveness upgrading, development strategy and planning, marketing strategy and research, HR management, IT programming and management. CCID Consulting's customers range from industrial users in electronics, telecommunications, energy, finance, automobile, to government departments at all levels and diversified industrial parks. CCID Consulting commits itself to becoming the No. 1 advisor for enterprise management, the No. 1 consultancy for government decisions and the No. 1 brand for informatization consulting.

    For more information, please contact:

     Cynthia Liu
     Coordinating Manager
     CCID Consulting Co., Ltd.
     Tel:   +86-10-8855-9080
     Email: liuyan@ccidconsulting.com

SOURCE CCID Consulting Co., Ltd.

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