Projectors (Global Market)
Main Article: Projectors (Global Market)
2025: Import substitution of projectors in Russia: What companies and government agencies buy after Epson, ViewSonic and BenQ leave
After the start of the SVO, the Russian projector market underwent major changes, as well as many other electronics segments. TAdviser talked with experts, vendors and distributors about how the situation in this market is developing now and whether domestic manufacturers are successful.
Vasily Mochar, director of the analytical company ITResearch, told TAdviser that the departure of the once leading Epson was the most painful for the Russian projector market. The company began to curtail business in the Russian Federation in the spring of 2022, and by the second half of 2024, its supplies became completely insignificant for the market. The only member of the leading team, Acer, all this time worked as before, while BenQ and ViewSonic, working in "remote mode," tried to save at least something (with varying success), Mochar continues. It was difficult for Panasonic, which is focused on the installation market, where support is most important, but in general it coped all these years, unlike, for example, NEC, which simultaneously stood up and left, abandoning everyone, the expert noted.
 | The market tolerated the departure of Western manufacturers quite hard, as customers, especially corporate ones, were accustomed to certain standards and projector models. It was difficult for suppliers to find a replacement, but Russian professional distributors-integrators were able to cope, - said Vasily Mochar. |  |
But the replacement of the departed vendors successfully occurred, including at the expense of Russian brands. The domestic brand Cactus succeeded the most, which at the end of 2024 took first place in unit sales of projectors in the Russian Federation. Cactus, as explained in the company, is a full-fledged vendor of projection equipment. The projectors were created according to the company's terms of reference in Asian factories, and are not "Chinese" with overlaid nameplates.
Good results are shown by the Russian brand Exell, specializing in professional systems, Mochar said. Alexander Zharkov, lead manager for projection equipment at Exell of the information display systems department at DIGIS Group of Companies, said that Exell plans to focus on bright installation projectors for large halls. So, by the end of 2025, a model with a brightness of 20,000 ANSI lumens is expected.
Another Russian brand of projectors is NexTouch. Founder and General Director of Nex-T JSC (NexTouch brand) Vladimir Krikushenko said that ultra-short-focus NexTouch projectors are quite popular in education, as well as among customers installing projection equipment in meeting rooms and exhibition halls. NexTouch plans to launch three new projector models during 2025.
The press service of M.Video-Eldorado told TAdviser that noticeable successes of Russian brands are observed in the segment of interactive and laser projectors for educational institutions and business. Companies such as Elekard, Elton and LaserTech are developing solutions taking into account local requirements.
| | Now the Russian projector market is increasingly focused on Chinese manufacturers such as Xiaomi, Hisense, Dangbei, JMGO and Fengmi. They actively occupy a vacant niche, offering a wide range of models - from household portable devices to professional solutions, - noted in M.Video-Eldorado. | |
As for the production of projectors in Russia, it is not there and, according to the ITResearch analyst, is unlikely to be organized in the foreseeable future. The fact is that the projector market is small, and its own production is economically unprofitable for brands, explained Vasily Mochar from ITResearch.
Product manager of the category "Projectors" of the X-Com Group of Companies Sergey Aksenov agrees that due to the specifics of production and the complexity of technological processes, one should not wait for the appearance of Russian-made projectors.
| | Chinese manufacturers "shot" in 2022, but then parallel imports of well-known brands, which again occupied a significant part of the market, improved. Even state structures are forced to use solutions from imported manufacturers, since there is practically no registered or even localized equipment now, - said Aksenov. | |
According to ITResearch, in 2024 the volume of the Russian projector market decreased by almost a third. At the same time, the public sector saw an increase in supplies. As experts from the RTS-tender site told TAdviser with reference to the EIS, the volume of purchases of 44-FZ projectors (government agencies and budget organizations) in 2024 increased by about 20%, to 620 million rubles. According to the 223-FZ (state-owned company), 718 procedures were published in 2024, the amount of contracts exceeded 1.1 billion rubles, which approximately corresponds to the levels of 2023.
In Citylinka, as the retailer's press service told TAdviser, in 2024 sales of projectors increased by 2% in physical terms and 18% in monetary terms. Most often, users bought projectors under the Cactus brands at Citylink (45% share), Acer (18%) and Infocus (12%).
2024: Sales of projectors in Russia for the year decreased by 28.4% to 101.9 thousand devices
The analytical company ITResearch recorded a significant drop in sales of projectors on the Russian market in 2024. At the end of the year, sales amounted to 101.9 thousand devices, which is 28.4% less than in 2023. In monetary terms, the market contracted by 25.4% to $111.9 million. Such data are provided in a report published in early March 2025.
According to experts, a particularly noticeable decline occurred in the fourth quarter of 2024, when 33.1 thousand projectors worth $32 million were sold. These indicators were lower than the same period in 2023 by 30.7% in quantitative and 38.5% in monetary terms. The temporary slowdown in the fall observed in the third quarter (a decrease of 13.5% in units) was replaced by a new acceleration of negative dynamics.
Analysts attribute such a sharp market contraction to a high comparison base formed in 2023, when there was an active pace of recovery after the disastrous 2022. Other factors that negatively affected sales were foreign policy risks and a high discount rate, which complicated lending.
ITResearch experts believe that with a decrease in geopolitical tensions and a softening of credit policy, the market can demonstrate recovery growth due to accumulated latent demand.
Leadership in the projector market in Russia in 2024 in quantitative terms was retained by Infocus. The second place was taken by the Cactus brand, and Acer closed the top three. These three companies accounted for about 42% of the total projector market.
In the fourth quarter of 2024, there were some changes in the balance of power. In terms of the number of devices sold, Cactus entered the first position, followed by Infocus and with a slight lag behind Acer. However, in monetary terms, the leaders of the quarter were representatives of the installation segment - Barco and Panasonic, whose products belong to a higher price category.[1]
2023
Third-quarter projector sales grew by 50% to 27.5 thousand.
In the third quarter of 2023, 27.5 thousand projectors were sold in Russia, which is 50% more than a year ago. Such data in the analytical company ITResearch presented at the end of October 2023.
According to experts, at the end of September 2023, the volume of the Russian projector market amounted to 8.5 thousand units, which is 23% more than a year earlier, but at the same time 2 thousand less than August 2023, when sales increased by 60%. The decline was primarily due to ultra-cheap LED LCD devices, and the regular market, including educational tenders, felt generally normal, the study notes.
Infocus remains the largest projector manufacturer on the Russian market, while competitors are gradually catching up with the leader. According to the results of September 2023, Acer and Optoma entered the top 3 vendors.
According to the calculations of analysts of the retailer M.Video - Eldorado, in the eight months of 2023, buyers purchased five times more projectors than in the same period of 2022. About the same growth in sales was noticed in Citylink and the Wildberries marketplace. The number of projectors sold is unknown. But Fplus reports that in just the first half of the year, 82% more units of products were sold in Russia than in the first half of 2022 - 64,700 units. In monetary terms, the increase was 52% ($62.7 million).
According to commercial director Holodilnik.ru Alexei Pogudalov, projectors are gradually replacing 75-inch TV models. And the head of the department "Cinema and Sound" "M.Video - Eldorado" Alexey Nikonov believes that projectors began to buy more often due to the growing popularity of home entertainment. There is also information about the most popular brands among Russians. Ozon This, Wanbo Umiio, TooYinger,, Xiaomi Akenori, Ademy, "" - Megamarket Xiaomi, Xgimi and their sub-brands.[2]
Sales growth in the second quarter by 82% to 31 thousand units
Sales of projectors in Russia in the second quarter of 2023 jumped by 82% compared to the same period in 2022 and reached 31 thousand units. Relative to the first quarter of 2023, equipment sales decreased by 13%. This is evidenced by the data of ITResearch analysts, published in August 2023.
According to experts, in June 2023, 11.5 thousand projectors were sold in the Russian Federation in the amount of $12.5 million, which is about 31% more than a year ago. Infocus remained the largest manufacturer of this equipment on the Russian market. Next are the Cactus and Acer brands.
According to the analytical company ITResearch, in the first quarter of 2023, the Russian projector market was estimated at 35.7 thousand devices in the amount of $29.6 million. In pieces, this is about 92% more than in the starting quarter of 2022. In money, the growth was noticeably more modest - by 32%. This is due to a decrease in the weighted average cost of projectors from $1200 to $830.
The huge growth rate of the market is explained by the fact that several new players have recently appeared in the super-budget segment, which literally "flooded" the market with many thousands of ultra-cheap LCD LED devices. And that is why the ultra-high growth rates of the market in pieces do not please analysts at all, the study notes.
Analysts also point out that if in the first quarter of 2023 this LCD LED segment was estimated at about 5 thousand devices, then a year later it more than tripled, exceeding 40% of the entire market. Accordingly, it can be understood that the traditional "professional" segment, although somewhat recovered, in fact, its positive dynamics is not so impressive.[3]
2021: 7.3% market growth to 107.8 million units
The volume of the Russian projector market in 2021 reached 107.8 million units, an increase of 7.3% compared to 2020. At the same time, revenue from sales of this equipment decreased - by 8%, to $115.8 million. This is evidenced by the data of the analytical company ITResearch, published on February 28, 2022.
According to experts, the projector market completed with results above their expectations - experts as a whole predicted indicators at the level of 2020. However, as analysts note, almost all of this increase in physical terms was due to the massive introduction of cheap LED projectors on an LCD matrix. Excluding this segment, the market sank in pieces, and in money it fell even more significantly, the report says.
December's strong performance positively affected the results of the fourth quarter of 2021, when about 37,000 projectors worth $45 million were sold. As a result, compared to the same period in 2020, the market grew by about 2% in pieces and 10% in money.
The different dynamics of unit and monetary indicators is due to the fact that although good sales were observed for ultra-cheap projectors, "ordinary" devices added even more (mainly due to educational tenders), and the weighted average cost has grown noticeably. The installation and high end home segments also felt good, the researchers note.
The main growth point of the Russian projector market is bright devices. Back in 2018, the share of devices with a light flux of over 4 thousand lm has already approached 40% of the entire market in money. In 2021, the trend continued.
Moreover, there are two components in this trend: both the overall increase in brightness in the ultraportative and microportive segment, and the growth of the segment of installation projectors (primarily laser).
Heavy installation devices (Large fixed (40-100 pounds, 18-45 kg) and Extra Large Fixed (over 100 pounds, 45 kg) in the last two years account for about 30% of the entire market in money. Despite competing technologies, there are many niches where the use of super-bright projectors is the preferred solution, and after the end of lockdowns, their market should recover, analysts say.
One of the limitations of the projector market is the short operating time of traditional fluorescent lamps. But consumers can choose alternative backlit devices (LED, Laser-LED and Laser-Phosphor), which are becoming more and more affordable. And the process of introducing new technologies is gaining momentum.
Experts call Laser-Phosphor the main technology of the future in the projector market. It is such devices that in 2021 became the main segment, especially in the class of installation devices, which confirms the achievement of 40% of the total market in money. In fact, leading manufacturers have already stopped producing new professional models not with laser illumination.
As for the manufacturers, the Russian projector market was the leader in 2021. Epson In second place is located, in Acer third -. They ViewSonic are followed by Cactus and, and by BenQ a small margin -. In total, Optoma these companies account for three-quarters of the total market.
ITResearch noted that the rating of vendors in money is slightly different. In particular, at the end of 2021 , Panasonic was again on the second line thanks to good shipments of expensive installation devices.[4]
2020: Russian projector market down 22.2%
The volume of the Russian projector market in 2020 decreased by almost a quarter due to the COVID-19 coronavirus pandemic. This was reported in the analytical company ITResearch.
According to experts, in 2020, about 100 thousand projectors were sold in Russia, which is 22.2% less than a year earlier. Revenue from the sale of this equipment fell even more - by 23.2%, to $125.6 million.
The researchers note that the market decline could have been even stronger if not for the "excellent first quarter." However, after the start of the pandemic, the market "entered the tailspin," in which there were three quarters in a row.
As emphasized in ITResearch, in terms of revenue, the situation in the Russian projector market has developed unevenly during 2020. In April-June, significant shipments of heavy installation projectors were observed, Barco which very much pulled up the indicator of the weighted average cost of projectors. This topic, according to analysts, was associated with museums and the planned celebration of Victory Day: such projects are being prepared for a long time and shipments could not be hung at once.
However, in the second half, the main sales accounted for cheap devices, including those supplied to the educational sector. And that pulled the weighted average cost of projectors down. As a result, at the end of the year, the dynamics of natural and monetary indicators turned out to be very close.
In the rating of manufacturers, the picture in natural and monetary indicators is significantly different. In pieces, the top three were Epson, ViewSonic and Acer, and in the same order. In terms of monetary indicators, the picture is as follows: in addition to Epson, Barco and Panasonic got into the top 3. Barco helped implement the aforementioned largest project for super-bright projectors, and Panasonic helped lead the installation equipment segment.[5]
Notes
- ↑ Russian projector market accelerated down
- ↑ The Russian projector market began to slow down the pace of recovery
- ↑ Russian projector market continued rapid recovery in June 2023
- ↑ The projector market in 2021 exceeded forecasts, but the result is not very pleasing
- ↑ In 2020, the Russian projector market lost almost a quarter
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