For a long time, China's projector market has been occupied by foreign brands. Besides technical factors, small scale and late in the development are also important factors. In recent years, domestic brand projectors began to be known slowly with some large enterprises such as Lenovo, Changhong and Haier entered the projector market. However, foreign brands have developed in China for a long time. So before 2009, even with the entry of a number of large enterprises, domestic brands still hover in the second-tier market. But the situation was improved in 2009.

    In recent years, with the continuous improvement of product saturation in educational, business projector market, demand structure in the projector industry has changed a lot. Although educational and business markets are still major markets, the driving force has greatly diminished. Massive demand of projectors from the National Cultural Sharing Project undoubtedly becomes the new incentives. Demand characteristics of the project determine that domestic brands have more competitive advantages. Domestic brands, such as Lenovo, ACTO and Haier and other Chinese-made brands are highly cost-competitive. This will undoubtedly further enhance the market competitiveness and influence of domestic brands.

    In the first half of 2009, Lenovo got large orders of 1039, 3061 and 3062 units in Guizhou, Hunan and Anhui province of Cultural Information Resource Sharing Project. Haier got an order of 3529 units in Anhui in the early 2009. ACTO, as the only few independent R&D, producing and selling domestic brands, got the orders of 2290, 676, 2108 and 1086 units in Shanxi, Hunan, Hebei, Henan province of Cultural Information Resource Sharing Project.

    Cultural Information Resource Sharing Project has brought new changes to Chinese projector market. It is undoubtedly a good opportunity to the long time disadvantage domestic brands. Since the financial crisis, China has stepped up its efforts to support domestic brands. The State Council issued “the View on Further Strengthening the management of government procurement”. And domestic projectors started first-line ranks in the projection market.

    2009 financial crisis swept the globe and gave a huge impact to the Japanese projection brands in the high-end market. In July, Toshiba, a long-term resident brand in the forefront of domestic sales, withdrew from the market in a sudden, causing uproar in the market. This is not just the factor of financial crisis. Its withdrawal brought some opportunities to domestic brands.

    In addition, due to continuous appearance of low-cost projectors, Japanese camps in the high-end LCD market began to support domestic brands in certain intensity in order to reduce the impact of DLP camp. With the assistance of Epson, domestic brand Lethal Weapon even offered 1080p HD projector with the price of 7,000 yuan. It began to enter the fist-line camp in the projection industry and was concerned by more consumers.
And at the first month of 2010, ACTO announced a piece of surprising news: from December 8, 2009 to January 8, 2010, it sold more than 10,000 units.

    Old survivor has lost its former glory. And the weak gradually become stronger. The changes of the market are the opportunity for the development of domestic brands. One who can grasp the opportunity, will be the powerhouse in the future domestic projection industry.