The screenless TV market in China reported year-on-year growth again in CYQ3 2018, up 48% to hit ~360,000 units. Growth is being fuelled by frequent launches of products that look ever-more aesthetically distinct – fulfilling demand from millennials for trendy (yet functional) AV gadgets.
The launch of a new product is met with a widespread social media campaign (often including celebrities and other major influencers), cementing the position of market leaders XGIMI and JmGO as somewhat inspirational brands.
The combination of distinct designs; social-media focussed marketing and integrated smart functionality has driven smart projectors to now attribute to 95% of total Screenless TV shipments and 15% of total global projector shipments.
No international projector manufacturer has yet to embrace the screenless TV revolution – at least not in terms of producing a product that looks entirely different from the standard rectangular boxes that have become synonymous with the term ‘projector’.
In CYQ3, XGIMI had 41% share of the screenless TV market, whilst JmGO had 25%. For the total projector market that represents 6% and 4%, respectively.
“Although they have yet to build a notable international presence, to not think of XGIMI and JmGO as major players in the world of projection is misguided. These brands have revolutionised the home projector and opened-up the technology to a whole new userbase of millennials”, comments Claire Kerrison, Senior Analyst at Futuresource Consulting.
“There is no reason why their business model cannot be repeated in the international market. However, with major brands now realising the volume potential of aesthetically distinct, smart solutions, the longer it takes for the likes of XGIMI and JmGO to gain a notable presence outside of China, the more direct competition they’ll face…”
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