In the summer of 2017, amid unusually hot weather in northern regions, more people were inclined to stay indoors and enjoy movies in air-conditioned environments. Sensing this trend, Xiaomi launched its Mi Family laser TV in this season. This move was notable not just for its timing but also as it marked the introduction of the world's first "pure business intelligence micro-investment," stirring up excitement within the market. Such innovations have brought renewed vigor and confidence to the projection industry.
At a press event dubbed "The Little Whale Club" held on July 12th, Zhang Weidong, Vice President of the Little Whale brand, remarked that this marks the beginning of a new era in smart projection gaming. Only a thriving industry can sustainably attract new brands while prompting established ones to innovate. However, these developments have also intensified competition, making consumer choices more complex than ever.
The era of contention in projection technology has begun. Brands like Microwhale and Hisense welcomed Xiaomi's entry into laser TVs. Undoubtedly, as one of China's most popular internet brands, Xiaomi boasts hundreds of millions of loyal followers. Their involvement in laser TVs essentially helps promote the industry's overall value and educates the market.
However, focusing on the product itself, Xiaomi might fall short this time around. Many in the industry note that Xiaomi's so-called "low-priced" 9999-yuan laser TV is actually a low-brightness model equipped with a 0.47 light valve chip, more akin to a miniature smart projector. In contrast, Microwhale's F1 offers comparable brightness at a significantly lower price of 3000 yuan. Thus, Xiaomi struggles to establish itself as the most cost-effective option in the projection industry.
[Image: Mi Jia Laser TV]
From the core of this new product, it carries more ODM characteristics and lacks distinctively innovative technology from Xiaomi. Meanwhile, Microwhale, which also possesses internet TV genes, soon ventured into "projection" with each product showcasing unique features, big or small. For instance, the Microwhale Rubik's Cube was the industry's first "1-second autofocus" smart projector, achieving a breakthrough in "portability." Its unique parallelogram design also earned the iF Design Award, marking the first time a micro smart projection product received such recognition. Microwhale F1, seemingly straightforward, boasts the highest brightness in the industry and impeccable quality and craftsmanship. This disparity reflects differing "supply chain" capabilities.
[Image: Little Whale Cube K1]
Alternatively, Xiaomi appears to be navigating a roller-coaster ride: high expectations but mixed product reception. In this regard, Zhang Guidong highlighted a frequently overlooked issue: "The true brand name of the Xiaomi laser TV is not 'Xiaomi' but 'Mami.'" For long-time Xiaomi enthusiasts, this implies that Xiaomi laser TVs are more about expanding their ecosystem (akin to franchises) rather than innovating their direct product lines. These distinctions hint at a cautious testing phase.
Nevertheless, Microwhale highly appreciates Xiaomi's efforts. Zhang Guidong acknowledges that Xiaomi brings unprecedented fan energy and market education significance. Additionally, integrating certain technologies, such as ultra-short focus and micro-projection, represents commendable innovation.
When discussing innovative leaps, one cannot overlook the recently launched "Business Micro-projection W100" – the squid-shaped device resembling a windmill. Some mockingly compare W100's parallelogram shape to Microwhale's K1. This product surpasses traditional projectors with features like Intel's CPU, Windows 10 OS, and integrated conference microphones. This signifies a deeper understanding of business projection applications, particularly in "efficient office, mobile commerce, and sales promotion."
[Image: Polar Rice Lightank Business Micro-projection W100]
"Both micro-projection and laser TVs are in a period of rapid innovation—new products are continually emerging," stated Zhang Guidong. Microwhale F1, as the brightest micro-projection product, would have been unimaginable in 2015; no one predicted its current price and cost competitiveness in 2016. This reflects technological innovation and industrial progress. Hence, Zhang Guidong feels the projection industry is in a disruptive era where whoever leads in technology and product form will be closer to victory.
From "screen" to "flat" philosophy
For the future of the projection industry, opinions diverge. Traditionalists in the projection circle argue that projection remains a niche product, not a mass-market industry. This mindset influences the entire industry. Zhang Guidong envisions a broader future: "How many people watch TV, how many watch phones, and how many watch computers? Over the past decade, the value of the mobile phone screen has grown nearly tenfold. This is the result of rapid technological advancement."
This trend offers valuable lessons for the projection industry: Technological advancements, such as improved brightness and smaller projections, can create novel opportunities. The evolution of smartphones and mobile internet has integrated vast "mobile network" resources. Moreover, while TVs monopolized screens for at least 40 years, they are no longer essential. Although mobile phones are indispensable, not all consumers rely solely on mobile video. This decentralization of screen usage mirrors a flattening of the screen market, presenting opportunities for smart micro-projections and laser TVs.
While the proliferation of other screens hasn't drastically reduced TV sales (55 million units annually), the underlying cause isn't declining TV quality but shifting consumer preferences. This transformation results from complementary technological advancements. Thus, Zhang Guidong believes the current household projection market of 1 million units, compared to 55 million TVs, doesn't reflect the industry's potential. The real question lies in understanding consumer needs and enhancing technology and products to incite demand and expand markets.
[Image: Little Whale Projection F1 and Chinese New Song Sound Match]
Regarding this, Zhang Wei, Director of Market for Microwhales, noted that more members of the "Microwhale Generation" are entering and staying in Tier 1 and 2 cities. Driven by dreams, many live in cramped spaces and frequently relocate. They seek convenient ways to relax after work, such as watching movies, playing games, and listening to music. The shift in the projection market from "flat" to "flattened" screens creates a broader environmental space for micro-projections. This demographic shapes actual market demands, a group deeply invested in Microwhale projection, TVs, VR, and more.
[Image: How do you think about how the miniature whale Cube K1 thinks?]
For this audience, an 80-inch LCD is not only cumbersome but also expensive. A better option is a micro-casting smart theater. The design of the Microwhale K1 is based on an 80-inch large-screen positioning, offering a seamless experience in display, audio, voice, content, smart, web, mobile, and portability. Addressing this need exemplifies finesse. This year, Microwhale launched the brighter F1, upgrading technology to expand micro-device big screens to 150 inches. K1 represents the "extreme satisfaction" of the "Microwhale," while F1 embodies the "light luxury boutique" of the "Microwhale Generation."
"No Subversion" and Talking About the Future
Smart micro-projections and laser TVs are gaining favor among more giants, many of whom are newcomers to the industry. However, the projection industry has yet to witness truly phenomenal growth. Behind this lie certain hidden rules. Zhang Guidong emphasized that to break through the current stagnation in projection development, it is necessary to overturn three major obstacles.
First, ideologically, the traditional projection circle exhibits a high degree of conservatism. Profits are prioritized over innovation, and external competition is discouraged. In essence, the projection panel tradition resembles "land-holding," focusing on partnerships rather than free competition. This approach hinders market development.
Second, in terms of operational norms, the projection industry has a long history, forming a tightly-knit supply chain, brand, and channel interest chain. Any innovation disrupts the established organizational and distribution structures, making implementation challenging. Over time, inertia and resistance to change have solidified industry norms.
Third, technically, the projection industry emphasizes maintaining the status quo rather than embracing innovation. Maintaining existing technological structures avoids disrupting profit distribution. Consequently, projecting as a "screen" has been stagnant for a long time.
In summary, the traditional projection industry is a conservative entity, ill-suited to today's highly developed internet information civilization. Zhang Guidong believes the future of the projection industry does not rest with traditional operators, who have lost touch with the masses. Yet, these operators hold immense industry resources, creating both opportunities for new entrants (who are sluggish) and challenges for them (as incumbents excel).
If the projection industry is to experience a groundbreaking transformation, the key lies in "innovation and disruption of the existing industry structure." This includes not only technical and product innovations but also innovations in industry rules and market structures. "The projection circle has remained entrenched in existing patterns for too long, lacking disruptive innovation, and thus, a bright future is unlikely." Therefore, Microwhale's ideal is to engage the youth of the "Microwhale Generation" and the most dynamic groups in China to create a different world—comfortable, intelligent, and fun. Whether it's Microwhale TV or VR, or today's focus on projection, such concepts define this vision.
So how to achieve this comfortable and intelligent experience? Zhang Ying, Director of Market for Microwhales, also believes that transcending the shadow of traditional projections leads to a new future. This future must integrate "new life experiences." This involves the cocktail-like ecosystem of Microwhale's content: collaborating with platforms like Tencent, Alibaba, and Mango to introduce top-tier IPs; the middle layer comprises CMC's sister companies, Canxing/Oriental Dream Factory/Noon Sunshine; the top layer focuses on designing and exclusive content by Microwhale, creating personalities and differences. Layered experiences like a cocktail ensure users receive the best content at the lowest cost.
This open worldview contrasts sharply with the traditional projection circle's closed culture; it is a product of liberal thought distinct from traditional projection conservatism. Open and free, this is Microwhale projection.
"The Flat" World Allows Users to Decide What Is "Boutique"
Challenging the "lazy conservative tradition" of the projection industry, Zhang Guidong believes "this is the best time"—the "Internet has a concept called the world is flat." This is where the hope for innovation in the projection industry lies. Under the traditional projection industry pattern, consumer demand is suppressed. Manufacturers and channels control discourse, limiting choices to what the industry determines. Consumers cannot even explore beyond their regional suppliers.
Now, through the internet economy, consumers can see the entire world. The monopoly of technology, knowledge, information, and supply maintained by the industry has been shattered. Hence, the newly launched Microwhale F1 became a hit during the 618 JD Shopping Festival, ranking #1 on the first day of sales and selling out multiple times, receiving 100% positive reviews. This surprised Microwhale, indicating a shift in consumer cognition and perception of projection, revolutionizing their own needs.
In the traditional projection industry, the consumer market relied on parameters and prices. Now, consumers truly understand what they need, thanks to the "flat internet world." This is a great opportunity brought by the "flat internet world."
In this regard, Microwhale's strategy is to align with consumer interests, remain transparent, and continuously provide better products and services to improve lives and experiences. This is the only correct path to industry development.
Shen Yurui, Chief Industrial Designer of Microwhale Projection, believes, "Future life is not just about technology—the significance of technology as a physical form must combine with individual differences in experience. Demand itself will become highly artistic, combining numbers and information with subjective experience, ushering in a brand-new 'screen' era, relying on creativity and innovation."
This does not imply the disappearance or replacement of the value of TV. Instead, it highlights diversity, fusion, and collaboration. That is, after centralization, the future is flattening. In this era, consumers will reassess the positioning of technology, using art differences and cultural experiences as new benchmarks. Therefore, Microwhale has established three clues to meet consumer demand: advancements in hard technology, sublimation of soft creativity, and integration of content and multiple "screen" values. This is the grand strategic logic of Microwhale projection.
However, the "flat" world is not only an opportunity but also a challenge. Creating a product fully recognized by consumers is no easy feat. Besides integrating the "cocktail" logic mentioned earlier, Microwhale also understands and polishes their products.
"Quality requires understanding the needs of the product first, then realizing them." For instance, why does the Microwhale K1 feature a 45mm 8W dual-horn design, supporting Dolby sound and DTS decoding, Hi-Fi sound effects? Because Microwhale found that young people's entertainment isn't just about visuals but also sound, with voice being a separate demand. However, K1 aims to maximize portable experience, requiring Bluetooth/WiFi audio—this might seem to increase costs from a micro-projection perspective, but from the user's standpoint, it eliminates the need for additional equipment, achieving true "convenience" and "extreme effects."
Of course, innovation must have boundaries. For example, this octave of the Octopus is somewhat exaggerated. Initially, the design proposal for the Microwhale product suggested "alienated modeling" to become a blockbuster. However, during discussions, it was felt that "over-design" contradicted the spirit of "excellence" and "first-class user experience"—a flashy feature and increased cost, sacrificing the user experience. After thorough analysis.
"Every design must be refined, superb, and practical." This is Microwhale's product philosophy: hence, K1's central lens (an industry-first) — since most high-end private theater projectors are designed this way, this design is most conducive to screen placement and body adjustments; also, it features 1-second autofocus regardless of cost, ensuring a clear picture even after movement; the cost-effective highlights of F1 are primarily for the "Microwhale" 150-inch screen experience...
[Image: Innovative design has attitude]
"Innovative design must be 'something,' that is, the 'brand story' that can truly withstand consumer inspection." Shen Yurui strongly opposes "design for the sake of design, differences for the sake of differences, and even disregard for application experience and demand"—this is putting the cart before the horse. This is what allows users to decide what a "boutique" means: all design and manufacturing, in addition to positive industrial chain processes, are even more tolerant of the "need to reverse" decomposition process from the user side. Thus, Microwhale products are born.
"Integrating and subdividing the times" and doing "nurseries"
"We are in a revolutionary era. This is an infinitely grand vision that we can't see any borders. Here, what do we do, how do we do it, and where do we go?" Zhang Guidong thinks, micro-projection or laser TV is no longer the main concern for Microwhale. There is only one real protagonist in this game, which is "the torrent of consumer demand." Micro-projection, laser TV is just a minor embellishment.
Zhang Guidong reviewed the process of creating "TV Cat," a "different" product that once swept across China. The idea of MoreTV is not based on technology but consumer behavior. By helping consumers save one or two steps, MoreTV became the first APP to dominate smart TVs and smart boxes. The success of this concept fully illustrates the correctness of the theory of consumer demand.
The same applies to Microwhale's story. From 0 to 1, Microwhale created the popularity of large-screen TVs in 2015, the most popular 55 inches—when 55 inches were not the market mainstream, but Microwhale saw that display technology support and consumer demand were driving 55 inches toward becoming mainstream. Thus, Microwhale chose to lead this revolution.
The same story unfolded with the Microwhale F1. A brand-new product, just launched, became a 618爆款 model and received 100% positive reviews, thanks to Microwhale's early detection of market demand for 1200 brightness high-energy products. Regarding the birth of F1, Microwhale also has a small story: VR solved the problem of close private screens, TVs achieved 50-inch and 60-inch large screens, K1 is 80-inch to 100-inch, so much larger sizes, such as 150 inches, what does the "Microwhale Generation" choose? When this question is posed, many people consider this a challenge. Because as the screen size increases, the technical difficulty of the product grows exponentially. However, the Microwhale team decided to try and succeeded. Through research on the loss of optical efficiency of micro-projection technology and breakthroughs in the integration of high-efficiency light sources, heat dissipation, and noise control technologies, F1 was launched in the shortest time possible. The success of this product highlights the "dare to fight and capable of fighting" spirit of the Microwhale projection team.
In this regard, some in the industry commented that "Zhang Guidong and Zhong Bo are both amateurs in the traditional projection industry, but they have played at a high level, unplayable or even daring." In fact, cross-industry thinking, the cultural connectivity of the Internet, and a profound understanding of the times have become the starting point for the transformation of the projection circle. As one of the veterans of industry changers, Pole Rice launched two new sub-brands in 2017, venturing into children's projection and a new business demand projection line, representing industry trends and laws. "These attempts may not all succeed, but without trying, there is no chance of success. This spirit is worthy of industry learning and respect."
Zhang Guidong pointed out that whether it's micro-projection, laser TV industry, or the entire "screen" market, they all face a massive era of propositions: integration and subdivision—on one hand, content and experience as the center, intertwining the value of various screens to form a unified display market. This presents a greater opportunity for projection than any time in history. On the other hand, from the perspective of individual needs, differentiation has become the mainstream, and the application of situational and scene innovation continues to develop, evolving based on the alienation of heterogeneous internet values and the transformation of heterogeneous phases. Projection must absorb positive factors from the internet, intelligence, and innovation.
This is a "great integration, big differentiation, and parallel era" based on the internet, intelligence, planarization, personalization, and creativity. Representing young people, Microwhales are unwilling to follow this trend—they aim to be "wave-makers" and "speeding boats" in the "hundreds of battles."
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