No one bought the projector! The Chinese market fell by nearly 30% in the first half of 2026: Q2 hit a five-year low

Kuai Technology reported on July 25 that according to the latest China smart projection market report released by RUNTO, in the first half of 2026, the sales volume of China’s smart projection market (excluding laser TVs) through all channels was 2.056 million units, a year-on-year decrease of 26.0%; sales were 3.34 billion yuan, a year-on-year decrease of 27.0%. The market has declined year-on-year for nine consecutive quarters since the second quarter of 2024. Sales in the second quarter of this year fell below one million units, setting a new low since 2022. Analysts believe that multiple factors such as demand overdraft, weak consumption, diversion of display equipment, and rising prices of upstream components have jointly caused the industry to continue to decline. Currently, online channels carry more than 80% of sales. In the first half of 2026, the combined sales volume and sales share of the top 10 brands first launched on the market will exceed 70% and 85% respectively, both higher than the same period in 2025, and market concentration will be further strengthened. XGIMI firmly occupies the leading position in the industry at both ends of the volume, with a slight increase in sales share and a stable sales share of nearly 30%. At the same time, it also relies on its full-link self-research capabilities to further extend the three-color laser into the field of engineering projection. Big Eye Orange ranked second with a sales share of 13.1%. It focuses on cost-effective products based on the 1LCD technology route. The C3 Air in the 700 yuan price range became the best-selling model in the first half of the year. At the same time, it officially launched its impact on the high-end market by launching the R3 ULTRA series. Konka focuses on the lower market and mass consumer groups with its cost-effective 1LCD models in the 400 yuan price range, and ranks third in sales volume due to its large scale. Nuts ranked second in terms of sales, but the sales ranking has dropped to fifth. Sales of the three major technology lines in the industry all declined. The share of affordable 1LCD models increased slightly to 69% and became the mainstream of the market. Products continued to be upgraded to mid-to-high-end. The proportion of DLP fell slightly. The popularity of new generation high-specification chips was slow, and 3LCD was basically marginalized. Due to the overall market contraction, product hardware has been fully upgraded, the proportion of entry-level low-brightness models has been significantly reduced, sales of high-brightness and 4K models have continued to rise, and the prices of 4K products have continued to drop. Products equipped with AI large models account for nearly 40% of the revenue, relying on performance upgrades to develop storage.