Introduction: A Global Champion Under Pressure at Home
Epson has once again been crowned the world’s leading projector manufacturer for the 23rd consecutive year in FY2024. However, its repeated claim of being No.1 in the Chinese projector market is stirring controversy, especially in a market rapidly shifting toward smart home projectors and screenless TVs.
Global Market: Epson’s Longstanding Dominance
Epson projectors, especially those built with 3LCD technology, have long been the standard in classrooms, offices, and large venues. Backed by strong international data sources, Epson’s dominance on a global scale is hard to dispute.
In China: The Rise of Smart Projectors and Local Giants
Since 2018, Chinese brand XGIMI has secured the top position in domestic projector sales. Their dominance stems from screenless TV projectors—smart, minimalist devices that align perfectly with new-generation consumer preferences in China.
How Epson Maintains Its No.1 Label in China
1. Selective Data Sources
Epson cites only one global research firm—Futuresource—whose methodology does not fully capture the growing smart projector or home theater projector segment in China.
2. Narrow Product Criteria
By only counting projectors with over 500 lumens and excluding screenless TVs, Epson effectively removes competitors like XGIMI from the comparison pool.
Strategic Positioning or Avoidance?
Such a tailored strategy raises questions: Is this truly leadership or just statistical maneuvering? While it helps maintain relationships with partners and retailers, it may dilute trust among consumers who expect transparency.
Epson’s Innovation Pivot: Introducing the EF-51 4K Smart Projector
Triple Core Engine for Superior Image
The new Epson EF-51 features a Triple Core Engine—a three-chip, three-color full-color projection engine—for more vivid and accurate images.
Affordable Yet Powerful
- True 4K resolution
- 700 ANSI lumens
- Price under ¥4000 (~$500)
With government subsidies, the actual purchase price drops to ¥3,484, making it one of the most affordable 4K smart projectors in the market with premium specifications.
What This Means for Epson in China
Rather than relying on “custom rules” to claim victory, Epson should lean into its technology heritage, R&D power, and brand credibility. The EF-51 marks a shift in the right direction—democratizing high-end tech and making 4K projection more accessible to mass-market consumers.
Conclusion: Epson’s Next Chapter in the Smart Projector Era
If Epson wants to remain relevant in China’s fiercely competitive home projector market, it must shift from defending its legacy to actively innovating for the future. The market no longer rewards selective victory—it values authentic leadership, smart features, affordability, and above all, consumer relevance.
FAQ: Epson & China’s Smart Projector Market
Is Epson still the No.1 projector brand globally?
Yes. Epson has maintained global leadership for 23 years, especially in education and business projectors.
Why does Epson claim to be No.1 in China?
They use a narrow definition, excluding screenless TVs and only counting models above 500 lumens, which removes popular competitors from the data.
What is a screenless TV projector?
It’s a type of smart projector designed for home use, projecting directly onto a wall without needing a screen—very popular in China.
What’s special about the Epson EF-51?
It’s a powerful 4K smart projector with 700 lumens and a triple-color engine, priced under ¥4000, making it highly competitive in the consumer segment.
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