Huawei has come up with another king-level technology, which may subvert the entire industry.
Recently, Lotu Technology released the "China Laser Projection Market Analysis Quarterly Report", which mentioned that Huawei HiSilicon will launch LCOS projection technology solutions this year, and manufacturers may launch three-chip laser projection before the "Double Eleven" promotion, and will continue to launch single-chip low-end solutions in the future.
This is extremely heavy news for the projector industry, why do you say that?
At present, projectors mainly use DLP or LCD two technical solutions, and many manufacturers' high-end models are using DLP technology. However, LCOS is extremely expensive because of the high manufacturing process requirements and the difficulty in controlling the yield rate, so the cost is extremely high, and it is rarely used, and it will only appear on cinema-level projectors, and the price has been high. For example, Xiaomi has previously launched a panchromatic laser cinema evaluation, using a monolithic LCOS, which was 6999 at the time of release, but the brightness was only 1400ANSI lumens.
Other foreign manufacturers, such as Sony, Canon and JVC, etc., have launched LCOS projectors with as little as tens of thousands of yuan, and engineering-level projectors even reach hundreds of thousands of yuan. It can be seen that the purchase threshold is extremely high.
LCOS is the meaning of silicon-based liquid crystal projection display, it is a new reflective projection technology, the basic principle is similar to LCD technology, inheriting the advantages of LCD technology, and overcoming the shortcomings of LCD.
LCOS technology is controlled by LCOS panels for light projection, which has the advantages of high contrast, high resolution, fast response and low power consumption, and is considered by the industry to have great development potential, but it has not been commercialized in a large area due to the high cost.
According to the statistics of Lotu Technology, in 2023, the market shipment of China's home laser projection (including laser TV) will be 5930,000 units, an increase of 35 compared to 20225%。Correspondingly, consumer-grade color TVs and smart home projections have "slowed down". For example, it is expected that in 2024, the market size of China's home laser projection will reach 840,000 units, a year-on-year increase of 424%。
Like many fields, there is also a risk of being stuck in LCOS technology, if it cannot be independently controlled, not only in the product development and production process will be controlled by others, but also unable to control the cost of the product and the first time, causing great trouble to the market, and finally formed, in the field of high-end laser projection, it is still a situation of foreign brands.
The good news is that Huawei has made a move. So as mentioned at the beginning, before this year's Double Eleven, there may be domestic manufacturers to launch three-chip LCOS laser projection, and at the same time, more cost-effective single-chip projector products will follow. In terms of **, I believe that it will fall sharply, so that more users have the opportunity to enjoy the visual experience brought by high-end laser projectors.
Not only that,From the perspective of industrial development,Domestic LCOSThe projection technology solution is applied in a large area,Domestic brands will have the opportunity to take root in overseas markets,This is also after Chinese TV squeezed Japanese brands off the altar,Set off a wave in another market segment。
Of course, in addition, LCOS technology can also be applied to the automotive field, which may not be well understood by many friends.
With the rapid development of new energy vehicles, on-board HUD technology has also ushered in rapid development, at present, there are three main technical directions of on-board HUD, TFT-LCD, DLP and LCOS. Although each has its own advantages and disadvantages, there is no doubt that LCOS is the direction of the future, so in recent years, Chinese companies have also begun to continue to make efforts in the field of LCOS, including Xinding Micro, Xinshiyuan, Huixinchen and other manufacturers have also entered the stage of mass production and customer verification.
In 2023, the M9 will be launched, which is equipped with the AR HUD function for the first time, and it is also the industry's first 2K automotive-grade LCOS optical imaging module.
Huawei XHUD AR-HUD can be implemented in 7A 70-inch screen can be displayed at 5 meters and a 96-inch screen can be displayed at 10 meters, which can support applications such as intelligent driving visualization, lane-level navigation, reversing image, digital elf, and giant screen viewing.
As the name suggests, AR-HUD uses AR technology, that is, augmented reality, which can directly project vehicle speed, navigation and other information on the front windshield or on the road, which helps the driver to obtain more driving information while maintaining his line of sight, and improve safety and driving efficiency. It is foreseeable that AR HUD will be recognized by car manufacturers and users, and become the standard configuration of mid-to-high-end models.
For example, according to statistics, as of August 2023, the Chinese market, excluding imports and exports, has delivered 18 W ar HUDs as standard for passenger cars with front installations120,000 units, a year-on-year increase of 2989%。Among them, from the perspective of price range distribution, the average installation rate of standard WAR HUD for models of 300,000 yuan and above is 2953%, and the delivery contribution accounts for nearly 50% of the overall market.
In addition, according to the ** in the "2023Q2 HUD Data and Company Tracking Analysis Report" of Zosi Automotive Research, the sales volume of standard HUD for passenger cars in China in 2025, excluding options, will reach 48650,000 units.
It can be seen that the rise of AR-HUD in China's automobile market has been unstoppable.
Therefore, the localization of LCOS technology will not only affect projectors, but also the more important automotive field. Because of the economic value that can be generated in this, the overall volume is bound to be larger.
In short, in 2024, China's laser projection display industry will completely break the foreign technology monopoly, usher in a huge industrial upgrade, and start the clarion call to impact the global market. In addition, with the continuous maturity of domestic LCOS technology and the improvement of local manufacturing capacity, the domestic new energy vehicle industry will continue to maintain its leading edge in the world.