Profit pressure guess the next three years the development of pattern projection – Projection – Education Industry
Focus today : Bottlenecks and trends behind the vigorous development of vocational education
Into 2009, domestic projector industry suffered the worst ever a "spring." Toshiba, Hitachi, Panasonic, Sharp, BenQ, NEC, or even the Millennium boss called Epson have conducted or product line, or price, or channel adjustments. For a time, "chaos" into the projector industry, the word most commonly used adjectives. Ups and downs of the industry in the process of readjustment, the future projection into how the market has become the focus of many insiders. Here I also talk about some of their own humble opinion, unfortunately by accident.
Price war to bring the industry reshuffle
To predict the future development pattern of the projector market is important to understand the reasons for support of industry upheaval. Although the adjustment falls on the financial crisis, but I humbly believe the financial crisis is only the chaos resulting "causal factors", "fuse", "direct" rather than root causes.
By the financial crisis comes as the biggest market in the retail business and home. In fact, the performance of these two markets is not as bleak as people think. Home sales market is still growing. The mainstream business market brands BenQ, Acer?, Mitsubishi and even increase market investment. Luxeon is all the way back from the U.S. domestic market, "winter." However, the main Japanese Army from Hitachi, Panasonic, Toshiba, adjustment, but also feel the financial crisis on the global giants of the deep impact. Projection of these enterprises in the domestic market adjustment is difficult to say with a loss of global business are not unrelated. This shows that the financial crisis on the domestic market, the impact of projection is not directly in the domestic market, but the role of the global market by multinational giants, and affect the policy reflected in the domestic market.
Financial crisis was not the essence of chaos in the domestic market, the reasons for projection. The real reason is to keep three years projector industry price war, "internal injuries" in the financial crisis broke out under the guidance of concentration. 2006 to 2008, China projector market growth of only 3% of sales, while sales growth has more than 80%, the comparison of the data behind the sharp drop in profits: in 2006 could make a projector on the gross margin of 6,000 yuan , in 2008 to buy a projector function of 6,000 yuan on the good. "Projection industry has profit as thin as paper."
But this is not really fatal. The most important thing is the profit decline was due to price wars, price wars initiated by power consists of two: the first represented by second-tier brand BenQ to Toshiba, Epson war to seize power on behalf of the line brands (wins market pricing, market dominance , and the market share of war); second motivation is the "price is the SME and retail business sales market can not form a major obstacle to large-scale" thought the impact of price cuts is to open the door to mass market retail business. In comparison, the second reason is dominant.
But the three years ending price war is: the price is really low, the market scale is still far below expectations. Small profit margins are not many sales, the projector industry, though not a massive loss, but from the channel to the days of manufacturers have become very tight, sorry. "No money", while the short term can not see, "making money" in the future (short term small profits can not see the situation may be formed), so the role of the financial crisis, the channel, manufacturers are beginning to "chaos "the.
Mass-market brand substantial increase in concentration
Simple can be the current understanding of the projector market chaos into profit companies such as BenQ, strong pressure and the rise of side effects. Profit pressure is the main reason this pressure is unlikely to abate soon. Therefore, the projector industry is most clearly the future trend will be "brand focus."
Brand market share has been focused on the projector industry, the topic of most concern. But in the projector industry to maintain high profit margins in the context, this trend does not have enough force to push. While some brands may be withdrawn from the market, but it will be brand new come in attracted by high profits. But the pressure continued to increase in the current trend of profit under the brand concentration becomes inevitable choice.
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