China smart projector market sees sharp sales decline
The Chinese smart projector market contracted by 26.2% in Q3 2026, leading analysts to cut full-year forecasts.
Data released by market research firm RUNTO indicates a persistent downward trend in China's smart projector sector. During the third quarter of 2026, sales volume dropped to 829,000 units, marking a 26.2% decrease year-over-year. Revenue fell by 27.1% to 1.23 billion yuan, highlighting a sharper decline in value than in volume.
This marks the fourth consecutive quarter where the market has reported a decline exceeding 20%. Industry analysts attribute the stagnation to a lack of significant new product launches and a focus on discounting existing inventory during a seasonally slow period. Marketing efforts for major brands have largely been postponed, further dampening consumer interest.
Market concentration remains high, with the top ten brands accounting for over 80% of online sales. While full-HD remains the standard, 4K models have seen a slight increase in market share, reaching 14.4%. Consequently, RUNTO has revised its 2026 full-year forecast, projecting a total volume of 3.86 million units—a decrease of nearly 26% compared to 2025.