It's not really internet thinking

The traditional projection factory BenQ November 14 in Shanghai held an annual conference, launched a series of new products, including i700 intelligent projector, in BenQ Cat official flagship store price of 7799 yuan. This is BenQ's first foray into the home smart projection market.

In fact, this product in October in Beijing has a small conference, in the days of the cat shelves and participate in the double 11 activities. According to the press conference on BenQ official data, dual 11-day Cat projector brand sales of the highest number of manufacturers are BenQ, extreme rice sales than BenQ, but the amount of second. In the single product, BenQ's new release of the i700, the total sales reached 1.9 million yuan, but the actual sales of only 256 units.

From these data, BenQ's electric dealers do very well, beyond the projection market, the first brand Epson, in the amount of sales is also better than a number of Internet brands. Shaoyan, the head of BenQ's electricity business, said the duo, 11, have cooperated with the cat, with two main areas:

The Cat League. That is, "the Cat Alliance", to encourage their own offline channels to the cat to open shop to sell BenQ products;

Diversion。 Day Cat in the double 11 publicity and a variety of shopping guide for product diversion.

Despite these measures, Xiao said the BenQ dual 11 was not getting as much traffic as it did, so they were getting bigger sales with less traffic. In fact, in terms of the number of sales of smart projectors alone, the 3049 units of the meter are far more than i700. BenQ's high sales were largely driven by the price of the double. In the general price of Intelligent projector 3000 yuan, why do you want to sell the price of nearly 8000 yuan?

First, it is a traditional projector that has been added to the smart component. Basic configuration, the projection of the use of TI's DLP technology, projection resolution for the 1080p,240w light bulb for its 2200 lumens of brightness, which is more than other intelligent projection products size of the reason, the latter is usually used in smaller size at the same time the brightness is also smaller LED light source. The software uses Ali YunOS, based on Android 4.4, to integrate content sources from China, with 8GB flash memory and four-core processors on the hardware. I700 is almost exactly the same as w1070+ and w1080st+ in styling and configuration, except that the former has processors, flash memory and operating systems, and is connected via WiFi. This is a traditional projector with smart components, and the latter is priced at more than 7,000 yuan, so its pricing is easy to understand.

Second, home smart projection is still a small market, the main user groups are some enthusiasts. Projection is not selling as much as television, and a big reason is that most people don't have the space and walls to use such a device. and has bought the projector enthusiasts, complained about the projection of the clarity and brightness is not enough problems. So now the situation is, in the home entertainment this user either wants the small movie theater the effect, and is willing to pay the high price, either buys the television to go. BenQ has acquired a small group of high-end users, and many midrange smart projections still need to find the user's pain point and itch point.

Home Smart Projection has recently been the concern of many manufacturers, including Huayi Brothers also launched Huayi film Machine, capital level, such as smart projection start-up companies announced a large amount of financing. i700 is a test aquatic product that BenQ should take to the Internet into the projection market, but it is only a small step from the traditional projection. They are good at using electric power channels to sell products, but this is not the real use of Internet thinking to build products.