XGIMI breaks the unspoken rule of white brightness in the projection industry and promotes qualitative change in experience with color brightness standards

The progress of an industry cannot be separated from self-disruption.

In recent years, with the advent of the big screen era, smart projectors have become popular, and the growth of home projectors for C-end users has been the fastest. According to the IDC report, the shipment volume of projectors in my country last year was 4.7 million units, a year-on-year increase of 12.6%. Among them, the shipment volume of home projectors for C-end users was 3.48 million units, a year-on-year increase of 16%; the shipment volume of commercial projectors for B-end users was 1.22 million units, a year-on-year increase of 4%.

As expected, although the shipments of commercial projectors in 2021 increased compared to 2020, the shipment performance of commercial projectors still failed to escape the downturn. Last year, the shipments of commercial projectors still declined by 30% compared to 2019.

In contrast, the C-end market of smart projection obviously has more potential. As the post-95s and other Generation Z become the mainstream consumer group, the demand for new scenarios and new experiences has also stimulated the potential of home smart projection. However, for smart projection equipment manufacturers, if they want to make a difference in the C-end, they must also upgrade existing equipment and technology. Only by creating more new scenarios for mainstream customers can the product be loved by more users.

Recently, XGIMI Technology, the leader in the smart projection market, has taken the lead in launching actions for the C-end market. For a long time, smart projection equipment manufacturers have always focused on seeing clearly on the demand side. This has also led them into a technical trap of blindly pursuing high brightness. In order to help the industry get back on track, XGIMI Technology recently released a new brightness standard that is different from the current ANSI standard - the Cinema Color Bright standard (CCB standard Cinema Color Bright).

It is reported that the ANSI standard, which was born in the industrial era, has been followed by smart projection equipment manufacturers for many years. However, as the needs of the Z generation of consumers change, the white field brightness fallacy caused by the need to see clearly under the ANSI standard has become increasingly prominent.

The ANSI standard focuses on white field brightness. However, this indicator can only guarantee the need for commercial projectors to be clearly visible, but cannot guarantee the need for a good user experience for home projectors. Because the ANSI standard over-pursues white field brightness, most of the commercially available products that follow this specification ignore the overall brightness of the picture and the color brightness of the picture. XGIMI Technology believes that compared to white field brightness, the overall brightness and color brightness of the picture are the key to ensuring user experience.

In response to the shortcomings of the ANSI standard, Xgimi Technology has made corrections to the CCB standard it released. Specifically, the CCB standard not only proposes color brightness relative to white field brightness, but also encourages manufacturers to limit the measurement of the brightness of the three primary colors of red, green, and blue, so as to provide users with the best color brightness when watching movies. Finally, the CCB standard also formed a quantitative indicator called color ratio (color brightness/white field brightness), which clarifies the standard for judging qualified movie color brightness. According to the CCB standard, only when the color ratio is equal to 1 can the picture be vivid and beautiful in the corresponding scene.

It is worth mentioning that XGIMI Technology is not only the developer and advocate of the CCB standard, but also the practitioner of the CCB standard. While releasing the CCB standard, the company also released the XGIMI H5, a home smart projector that meets the relevant standards. In order to meet the product requirements of the CCB standard, the XGIMI H5 is equipped with the SUPER full-color LED system and the MAVII Hawkeye 3.0 technology with environmental self-adaptation capabilities.

From the application performance point of view, the movie color brightness of XGIMI H5 reaches 1400 CCB lumens, which is 27% higher than the company's previous generation products. At the same time, with the support of MAVII Eagle Eye perception system, the new product not only has the wall color adaptive function, but also greatly improves the real-time follow-up anti-shooting eye function. In a sense, XGIMI H5 is an important manifestation of the company's unity of knowledge and action.

For the development of the smart projection industry, the CCB standard is undoubtedly subversive.

First of all, the release of the CCB standard by XGIMI Technology has lifted the industry's fig leaf. It uses quantitative standards to ensure that users have a good viewing experience. Compared with the ANSI standard previously followed by the industry, the CCB standard no longer blindly pursues white field brightness. Taking into account the differences in different home application scenarios, it instead pursues color brightness that can better enhance the user experience. For C-end consumer groups who pursue new scenarios and new experiences, this obviously pays more attention to the user experience in home scenarios than the ANSI standard.

Secondly, the CCB standard will also help force smart projection equipment manufacturers to upgrade their technology and break the brightness-only fallacy formed under the influence of the ANSI standard.

Under the guidance of ANSI standards, the better viewing experience pursued by projection equipment manufacturers has also been alienated into seeing clearly, so that they only pursue high brightness and ignore color brightness.

Although the CCB standard is not a mandatory standard at present, the concept of color brightness proposed by it is undoubtedly more in line with actual needs. From the perspective of projection equipment manufacturers, the future technical development direction of their projection equipment should also change from blindly pursuing brightness to pursuing color brightness.

Finally, the CCB standard helps to make up for the shortcomings of market supervision departments in the product sampling process under the ANSI standard, and avoid the cheating behavior of some manufacturers who raise some parameters to obtain high-performance labels.

From the perspective of industry development, the CCB standard will obviously help promote the standardized development of the smart projection industry, allowing projection equipment manufacturers to return their focus to the user's visual experience. For consumers who are not familiar with the various parameters of projectors, the CCB standard that focuses on color brightness can also help them avoid pitfalls when purchasing related products and drive out the inferior coins that have been in the market for many years.

It is not difficult to find that the CCB standard released by XGIMI Technology not only meets the needs of the current mainstream consumer groups, but also conforms to the altruistic and win-win competitive values. The industry, enterprises and users can all benefit from it. It is foreseeable that as products that meet the relevant standards are launched one after another, projection equipment manufacturers will reach a consensus on color brightness, and the CCB standard is expected to replace the traditional ANSI standard and become the new industry norm.

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As a winner of Toutiao's Qingyun Plan and Baijiahao's Bai+ Plan, the 2019 Baidu Digital Author of the Year, the Baijiahao's Most Popular Author in the Technology Field, the 2019 Sogou Technology and Culture Author, and the 2021 Baijiahao Quarterly Influential Creator, he has won many awards, including the 2013 Sohu Best Industry Media Person, the 2015 China New Media Entrepreneurship Competition Beijing Third Place, the 2015 Guangmang Experience Award, the 2015 China New Media Entrepreneurship Competition Finals Third Place, and the 2018 Baidu Dynamic Annual Powerful Celebrity.