According to Lotu Technology (Runto) online monitoring data, during the 2018-2020 period, the sales share of DLP technology in the entire smart home projection market remained above 60%, that is to say, it firmly occupied the "mainstream" of the market.
However, such market characteristics were "changed" in 2021. Starting from the second half of 2021, due to the strong rise of 1LCD projection, it will comprehensively "impact" DLP's absolute leading industry position in the market. After entering 2022, the market share of retail on the 1LCD technology solution** will exceed DLP, reaching more than 60%, and the DLP technology solution will be fully suppressed in the scale of shipments.
At the same time, in the past 2023, with the "introduction" of new technologies by LCD panel giants such as BOE, 1LCDprojection has also been greatly improved in brightness and clarity, and its market position has been further consolidated, with the entire market share of about 7%, it can be said that 1LCD has been comprehensively "leading" in terms of quantity and scale, becoming the "largest plate" in the intelligent projection market.
In addition,What makes DLP even more "uncomfortable" is that,1LCDprojection in addition to continuing to "surpass and impact" in the scale of shipments,It is also a comprehensive and DLP solution in terms of brightness、Resolution and core indicators such as closed optical machinery"Confrontation"。
It is reported that 1LCD technology will continue to improve in terms of light efficiency utilization and brightness. The average brightness of the product is expected to reach 800-1000 lumens; In terms of resolution, 2024 will enter the first year of 1LCD 4K; The accuracy and response speed of the adaptive function have been further improved, and ** will break through to more than 2500 yuan. Or will lead the real meaning of 1LCD projection into the DLP main "performance machine" market, is expected to further pry open DLP projection 2000 3000 yuan segment of the "main position".
For the smart projection market, the "dominant position" that has been operating for many years has gradually been "surpassed" by LCD; At the same time, the "main position" of the 2000 3000 yuan segment of its own "warehouse" market will also face the reality of the "impact" of 1LCD, and the DLP technical solution may enter the most "sensitive" moment of pressure in 2024.
In the face of such a market situation, how does DLP "alliance leader" TI respond? The answer is to reduce the price and seek scale and protect the "main position". Lotu Technology said that due to market pressure, in 2023, Texas Instruments, the exclusive developer of DLP technology, dropped its entry-level chips by about 50%, and this year its light valve may continue to be pushed down.
For Texas Instruments (TI), the entry-level chip light valve has been "moving the knife" one after another. In the eyes of industry insiders, on the one hand, it is to become advantageous to compete with the scale of 1LCD in the middle and low-end popularity by pressing down.
On the other hand, it also releases an attitude to the outside world and partners, in the low-end popular market of about 2000 yuan, in the face of the "rise" of 1LCD, DLP is also actively responding, and "responding" in a simple and direct way of "price reduction". And in this way, to give more partners a more positive signal, so that terminal projection manufacturers can be more "calm" to launch DLP intelligent projection "new low price".
Postscript Comments: In 2024, DLP projection will further enhance the resistance to 1LCD in terms of technical solutions. However, it is now facing more than just the impact of 1LCD. It is reported that in 2024, the local 3LCOS technology solution will also come out, and form an "impact" on the performance model. - 1LCD dominates cheap, 3LCOS dominates performance, which will form a pinch stance on DLP. It is worth looking forward to how DLP will respond next.