投影市场2025“深跌”，巨头“新战场”在这个热门方向_老虎社区_美港股上老虎

投影市场2025“深跌”，巨头“新战场”在这个热门方向

丁科技网01-28

2025年，中国智能投影市场“亚历山大”。洛图科技数据显示，2025年销量同比下滑13.9%，销额下降16.5%。这是继2023年后行业第二次规模负增长，且疲软贯穿全年，反映出消费需求整体收缩的严峻现实。可以看到，投影市场已告别高增长阶段，进入深度调整期。钉科技剖析数据与动向，发现整个行业呈现出三大关键特征：首先，市场呈现出“总量下行”与“结构上行”的鲜明背离。尽管全渠道销量下滑，但消费需求正在...

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direction","themeId":null,"isJumpTheme":false,"ttsUrl":null,"symbols_score_info":{"81810":0.6,"600060":1.61,"01810":1.67,"MIUmain":0.6,"HXXD.SI":0.6,"XIACY":1.67},"content_text":"2025年，中国智能投影市场“亚历山大”。洛图科技数据显示，2025年销量同比下滑13.9%，销额下降16.5%。这是继2023年后行业第二次规模负增长，且疲软贯穿全年，反映出消费需求整体收缩的严峻现实。可以看到，投影市场已告别高增长阶段，进入深度调整期。钉科技剖析数据与动向，发现整个行业呈现出三大关键特征：首先，市场呈现出“总量下行”与“结构上行”的鲜明背离。尽管全渠道销量下滑，但消费需求正在发生深刻分层。短期政策刺激如“国补”，虽未能扭转下滑大势，却如同一剂催化剂，加速了市场的价格段迁移。其带来的核心影响，是500-999元价位段成为线上主流，以及最具标志性的万元级超高端市场实现销量翻倍。在钉科技看来，这也揭示了一个核心趋势，那就是泛泛的低价普及型增长已难以为继，市场动能正从“量”的扩张，转向对高品质、高性能产品的“质”的追求。高端市场的扩容，为技术领先者打开了全新的价值空间。其次，技术路线固化优势地盘，头部品牌壁垒日趋坚实。市场分化在技术层面体现得尤为明显。以DLP技术为主导的中高端市场，已形成由极米、坚果、当贝、Vidda构成的稳固头部阵营，四家合计份额超过94%，护城河极深。而在占据销量大盘的1LCD大众市场，小米凭借其强大的品牌与生态链掌控力稳坐龙头。“DLP看极米，1LCD看小米”的格局，意味着不同技术路线都已孕育出各自的领导者，市场集中度持续提升，新进入者或缺乏核心技术的品牌，生存空间被大幅挤压。最后，企业的突围策略从“内部升级”延伸到“外部跨界”，生态化布局成为新焦点。面对国内市场的增长天花板，领先企业不约而同地选择了多元扩张。一个显著的动向是向智能穿戴领域的进军，例如极米、Vidda等纷纷推出智能眼镜，并与投影产品组成影音体验矩阵。同时，开放式耳机等音频设备也成为补充布局。在钉科技看来，这步棋的本质，是从单一的“显示设备”供应商，向“个人沉浸式影音解决方案”提供者转型。它不仅是寻找新增长点，更是在构建以自身为核心的场景生态，以增强用户粘性与品牌价值。综上所述，2025年中国智能投影市场的调整，是一次冷静的价值回归：粗放增长退场，技术、品牌与生态成为竞争的核心维度。下行曲线中孕育着结构性的上行力量——高端化、集中化与生态化，这三大特征共同指向一个更成熟、也更考验企业内功的新发展阶段。","kind":"news","is_publish_news":true,"is_publish_highlight":false,"is_publish_live":false,"is_publish_wemedia":null,"editions":null,"column":"","sentiment":"0","news_tag":"","news_rank":0,"symbols":[],"gpt_button":0,"need_auth":false,"code":"91000000","status":"200"},"commentList":[],"hasMoreComments":false,"newsSizeData":{"likeSize":0,"commentSize":0,"repostSize":0,"favoriteSize":0,"likeStatus":false,"favoriteStatus":false},"isCrawlerRequest":true}