CCID Consulting Co., Ltd. News

CCID Consulting Analyzes China's Mature Projector Market

BEIJING, July 2 Xinhua-PRNewswire — CCID Consulting, China's leading research, consulting and IT outsourcing service provider, and the first Chinese consulting firm listed in Hong Kong (Hong Kong Stock Exchange: HK08235), recently released an article on China's projector market.

Consumers are getting more rational to projectors due to mature projection technologies, lower product price and competition among manufacturers. China's projector market experienced a step down after a rapid growth. CCID Consulting statistics show that China's projector market grows rapidly since 2000. The sales volume in China's projector market reached 61,000 in 2001, while in 2007 it reached 649,000 and sales revenue reached 8.58 billion Yuan, up 33.5% and 30.0% over 2006, respectively. However, in 2008 Q1, the sales volume is 106.6 thousand and sales revenue is 1.389 billion Yuan, up 13% and 12.7% over 2007 Q1, respectively. The decreasing growth rate shows that China's projector market enters a mature stage.

Figure 1: Sales Volume of China's Projector Market, 2001-2007 http://www.ccidconsulting.com/upload/13316.jpg Source: CCID Consulting, April 2008 Figure 2: Sales Volume of China's Projector Market, 2007Q1-2008Q1 http://www.ccidconsulting.com/upload/13317.jpg Source: CCID Consulting, April 2008

China's Projector Market Being More Competitive

At present, the top five brands in China's projector market are Toshiba, Epson, BenQ, Sony, and Hitachi. Since late 2007, Toshiba achieved 1st place in the market, defeating Epson. On the other hand, Hitachi enlarges input on education and other industry markets and consolidates the commerce market, surpassing Infocus and Panasonic and winning the 5th place.

Figure 3: Brand Structure of China's Projector Market, 2008Q1 http://www.ccidconsulting.com/upload/13318.jpg Source: CCID Consulting, April 2008 Figure 4: Competition Situation of China's Projector Market http://www.ccidconsulting.com/upload/13319.jpg Source: CCID Consulting, April 2008

As China's projector market has entered a mature stage, each brand faces opportunities as well as challenges. CCID Consulting believes that manufacturers should seize market demand characteristics, improve product image by providing professional service, and adapt channel development strategy so as to enhance comprehensive competitiveness.

Firstly, price reduction should not be taken as the most important competition strategy any more. CCID Consulting statistics show that the average price in China's projector market keeps decreasing due to lower cost and a more competitive market environment. However, price markdown amplitude decreases as well. In 2007, average price in China's projector market is 13,220, down only 2.7% over 2006. Price war is not an attractive method to win more market share, or manufacturers cannot obtain long-term competition advantage and enough profits and projector price will get steady.

Secondly, it is necessary for projector manufacturers to provide low cost and professional service to win over the competition. Normalization, standardization and scale are the kernel for service competitiveness. Only trained technicians are qualified to after sales services such as product maintenance and component replacement. Hence, high quality and professional service will be one of the most important parts in projector manufacturers' differential strategy concerning expensive and homogeneous projector products. As projectors enter home market, customized service is getting more important. It is necessary for manufacturers to build complete and standard service architecture to provide sustainable services that are both professional and satisfactory.

Finally, channel construction is another important task. It is necessary for each manufacturer to perfect channel strategies and find out a suitable channel management mode to maximize benefit.

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) of Hong Kong (stock code: 8235.HK), is directly affiliated with China Center for Information Industry Development (hereinafter known as CCID Group). Headquartered in Beijing, CCID Consulting has so far set up branch offices in Shanghai, Guangzhou, Shenzhen, Wuhan and Chengdu, 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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