On June 7, 2017, with the theme of “seeing the future and seeing nothingâ€, Optoma has strongly released its three new 4K home theater projectors - Three Arrows Qifa, which is the strongest domestic 4K projector market so far. New lineup. Industry sources said that in the second half of 2017, the projection entertainment center will be completely turned to "4K." Three swordsmen get together to make up for market gap As a next-generation private cinema standard, 4K has no conceptual objection. However, from a product point of view, until the Optoma Three Musketeers turned out, a long period of time the market is facing a "supply" pattern is not sufficient. That is, consumers cannot find enough 4K projectors to subdivide their needs. This is the first issue to be solved by the new Optoma product launch. UHD620, as the "king of performance-to-price ratio" of this conference, mainly uses 3200 high-brightness and low price as an auxiliary selling point for 4K, targeting entry-level cinema and game applications. The initial price of the product is 1,999 yuan. Previously, only Acer had a 4K projector at this price point. 19999 yuan is also the most competitive price of 4K projectors. Compared with the traditional 2K 1080p home theater projector minimum price, the basic is the latter 4 times the price - the number of pixels increased by 4 times, the price has also changed accordingly, this is the most reasonable thing. In addition, the model also supports HDR, built-in UltraDetail edge enhancements. The UHD660 can be considered as a performance-enhanced version of the UHD620. UHD660 brightness reduced to 2300 lumens, but the contrast is slightly improved, the color effect is more optimized, with 6-segment color wheel, better support for MEMC, built-in HDR, UltraDetail edge enhancement, PureContrast automatic contrast enhancement, PureColor level adjustment, PureMotion dynamic enhancement A large number of quality enhancement techniques. From the product price point of view, UHD660 quoted at 26,999 yuan. The difference between the price difference and the UHD620 does not significantly increase the level. The two constitute a differentiated demand relationship: that is, the UHD620 focuses on highlighting, and the UHD660 focuses on the visual sense of professional theaters. From the application perspective, the UHD620 is more suitable for games and entertainment scenarios. UHD660 As a flagship definition is a high degree of professional cinematic perception. UHZ880 is a laser 3D/4K projector with a quotation of 59999 yuan. For its performance, it can be said that "all available technologies are available." Consumers do not need to worry about it. Moreover, the laser light source achieves high brightness, high color, and high-contrast high-level uniformity: this is the main performance upgrade compared to the UHD660. In particular, the UHZ880 achieves a brightness of 3,000 lumens, and at the same time, it controls the noise level well, meets more entertainment application requirements, and is also more suitable for “larger screen sizesâ€, and can effectively exert the inherent value of 4K. In a word, UHZ880 is the perfect work in the state of the art. Optoma's 4K three swordsmen Qifa's layout, which caters for the popular demand of 4K products (UHD620, UHD660), also enhances the experience height of 4K professional products (UHZ880), and defines the new “supply logic†for the 2017 home projector market. ". Mercury lamps, lasers come, how do consumers look Optoma 4K three swordsman UHD620, UHD660 is the traditional mercury lamp light source, UHZ880 is a laser light source product. For the laser, the concept of the most fire in the projection circle, there are no benefits need to elaborate. However, the value of the mercury lamp 4K is not worth having. It is indeed a "small" problem. First, mercury lamps are a cost issue. A good 4K projector, if you want to press down the cost, you also need a mercury lamp. In 2016, 88% of sales in the domestic home projector market came from mercury lamp products. Including Europe and the United States and Japanese companies have not stopped the layout of the new product line mercury lamp, the reason is that the "cost" - abalone bird's nest is good, but it can not be eaten by all people; so the flour is an indispensable choice. Secondly, from a technical point of view, the advantages of lasers are color, highlight, contrast, and longevity. The advantages are numerous. But among them, the only true comparison of mercury lamps that can form a "generation gap" is only one lifetime. The advantages of other aspects are all grades, or acceptable differences. In terms of lifetime, the laser energy is 20,000 hours long, and the brightness uniformity during the lifetime is even better than that of a mercury lamp (ie, a longer life ratio operates within the optimal brightness range). Compared to mercury lamps, their basic life is only 4000 hours. However, this gap in life does not justify the value of mercury lamps. On the one hand, from an application point of view, 4000 hours is also the length of 2000 movies. As a private theater, even if the frequency of application is high, this lifespan can last 5 years. Optoma UHD620 and UHD660, on the other hand, have lamp life of up to 10,000 hours in ECO mode. The latter is sufficient to support long-term use of higher application intensity. At the same time, the brightness of the UHD620 and UHD660 is 3200 lumens and 2300 lumens, respectively - higher brightness, which in fact makes the ECO mode the norm for everyday applications. That is, mercury lamps are being replaced with brightness redundancy for a longer lifetime. Third, mercury lamps also have the unique charm of mercury lamps. The laser product has a high degree of color accuracy, a good concentration of three primary wavelength bands, and a significant color rendering effect. Mercury lamp light source products, the color primary color light band width is greater, the original light source is the sun-like full band light. The color effects formed by laser and mercury lamps will have significant "sensory" differences. For example, the laser is more colorful and the mercury lamp is softer and warmer. This kind of difference is good and which is not good, often the benevolent sees wise men and see wisdom. Not a bad problem. Therefore, based on the above three points, the value of mercury lamp products has not fully lost in the face of lasers. Instead, mercury lamps can provide broader market choices. For a long time to come, the protagonist position of the projection circle and mercury lamp will not be shaken. Therefore, Optoma's three swordsmen are two mercury lamps and one laser. Middle telephoto end, not ultra-short coke, Why does professional private theater choose this? The concept of home projector circles, which has been popular for years, includes “reflective ultra-short coke†in addition to lasers—that is, 100-inch “laser TV†applications can be implemented on TV cabinets. However, Optoma’s new 4K Musketeers consistently chose the middle telephoto segment. This seems to be flawed with market trends. What kind of learning is there? "Reflective short-focus" is good, but the disadvantage is also obvious. First, reflective short focus is almost a "fixed focus" product. This significantly limits the application flexibility of this type of product. For example, ultra-short focal lengths of 150 inches or more are barely available. It is also impossible for a product to satisfy any adjustment of the projection size from 100 inches to 200 inches. In the traditional telephoto projection and hoisting design, the screen size can be adjusted in a wide range in different scenes. Second, the reflective short-focus product has less edge distortion and edge resolution than the more mature medium-telephoto lens. Especially in 4K professional cinema applications, as the pixel particles become smaller, the screen edge definition becomes more important, and the consistency of the upper and lower edges of the screen is more demanding. This is a problem that must be taken seriously by consumers who demand extreme performance. In short, there is no perfect technology. Ultra-short focal coherence must sacrifice in other aspects when meeting ultra-short-range projection; when telephoto meets flexibility and better image consistency, its appeal to application space, longer optical path to the environment Sensitivity will also increase. This is not the question of who the PK dies after the pros and cons, but the problem of satisfying each other's needs in the complementary market structure. Therefore, all the traditional projector manufacturers that have launched laser TVs are also supplementing the Chinese telephoto household product line. Optoma also has laser televisions, short-wave mercury lamps, and ultra-short-time mercury lamps. This time, the three Musketeers 4K are products targeting high-end specialized application markets, high-demand, and even demanding performance users. , is an accurate grasp of customer needs. In a word, Dachang products often have their own characteristics, and then many products form a complete product line - Optoma's new 4K Musketeers, but it is only one member of Optoma's household line, not the whole picture. On the 4K is enough professional, the future of private theater has been set At present, the home projection market has been divided into four parts: micro-projection, laser television, 1080p projector and 4K with the concept of “playingâ€. Among these products, where is the value of 4K? Or why do consumers choose Optoma's 4K three swordsmen? Compared with micro-projection "toys," Optoma's new products are far beyond the perception of micro-investors in terms of picture quality, brightness, and professionalism. This is like comparing a toy airplane with a Boeing 787. It is not a product of a consumption concept. Optoma's new 4K Musketeers are products for "professional" users. Compared with laser television, Optoma 4K Musketeers highlight the characteristics of “private cinemaâ€. The advantage of laser TV is to take care of the effects of bright environment, and the main market is as a high-end supplement for the vacant market of oversized LCD TVs. The Optoma 4K Musketeers are more targeted at professional private theaters: they are not in a market relationship with LCD TVs. The professionalism of its performance and demand determines its harshness to "quality of picture quality" and also determines that it must sacrifice certain "generality". Compared with 1080P home theater projectors, 4K is a brand new standard that represents the future market direction. The next-generation film standard UHD defined by the International "Digital Cinema Initiative (DCI)" organization is divided into two steps. The first is to achieve 4K, and then further transition to 8K. The next generation of television signal standards is also the same idea. In this context, the future movie production and distribution will first realize 4K. As a high-end professional theater system, if it still stays at the 2K level, will it not be "a big damage to the film"? What's more, as a large home, consumers also need to consider the advancement of consumption. After considering two or three years, whether the product still meets the requirements of mainstream applications. From this perspective, 4K is almost a standard. In this regard, the industry predicts that within 2 years, 2K projectors over 10,000 yuan will disappear. The 1080P-level home projection will gradually become a special favor in the “low-end entry†market, and it is a product choice to solve “with or without problemsâ€. The real industry players and "private cinematic players" will reach out to the 4K with their renminbi hands. The price breaks, Optoma comes, 4K will be better One of the highlights of this new Optoma product launch is "price." UHD620 and UHD660 are quotes for 19999 and 26999, respectively. For today's 4K market, these two products are considered "big breakthroughs." In fact, the popularity of every new technology standard product in history has been related to "the decline in prices." The 4K platform, with its Texas Instruments DMD 0.66-inch light valve and TI4422 image processing engine as its core, is truly the master of the next generation of high-end standards for private imaging. The market expects that the leading layout of Optoma is just a beginning, and more products will inevitably come “as expectedâ€. Recalling the history of projectors' private cinemas, the leveraged prices for 480P products, 720p products, and 1080p products that are gaining popularity in China are respectively 12,000 yuan, 15,000 yuan, and 18,000 yuan. That is to say, the outbreak price of yuan is a point of view. At the same time, with the improvement of technical standards, consumers’ tolerance for prices is also rising. In accordance with this law, Optoma UHD620 and UHD660 have entered the price value scale of 4K products. From the perspective of domestic consumption trends, the concept of private theater has maintained a steady and rapid market growth in recent years. Domestic consumers’ recognition of film culture and their awareness of high-end image experiences have been elevated to new heights. Domestic consumers’ economic consumption levels and life-seeking directions have also undergone qualitative upgrading. These are also conducive to the 4K private theater projection in the Chinese market first flowering results. From the layout of 2015, the consolidation of products and technologies in 2016 and the provocation of the industry value structure by the Three Musketeers in 2017, Optoma’s 4K product line has always been at the forefront of the industry. UHD620, UHD660, UHZ880 Three Musketeers will open a new era, a 4K belongs to the era of private cinema brand new Optoma. 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