Millet, micro whale, smart meter in the end who play better

In the scorching summer of 2017 in northern China, more people were inclined to stay indoors and watch movies in air-conditioned rooms. Sensing this trend, Xiaomi launched its Mi Family laser TV in July, marking a bold entry into the projection market. Simultaneously, the launch of this "pure business intelligence micro-investment" product stirred excitement and anticipation within the industry. These developments have injected renewed vigor and optimism into the projection sector. At a media event titled "The Little Whale Club" on July 12th, Zhang Weidong, Vice President of Micro Whales and a product specialist, described this as the "beginning of smart projection games." He emphasized that only a thriving industry can sustainably attract new entrants while inspiring existing brands to innovate. However, these innovations have also complicated the market landscape, raising the stakes for competition and consumer choice. The arrival of Xiaomi's laser TV was warmly welcomed by established brands like Micro Whale and Hisense. With its massive fanbase in China, Xiaomi brought a fresh wave of attention to the projection industry. However, when scrutinizing the product specifics, many industry insiders found cause for concern. Xiaomi’s laser TV, priced at $9999, appears to be a low-brightness model equipped with a 0.47 light valve chip, essentially a miniature smart projector. By comparison, Micro Whale’s F1 offers similar brightness levels for a fraction of the cost at just $3,000. Thus, Xiaomi struggles to establish itself as the most cost-effective option in the projection market. From a technical standpoint, the essence of Xiaomi's new product leans heavily on ODM practices and lacks any truly unique proprietary technology. In contrast, Micro Whales, also rooted in Internet TV, swiftly entered the projection market with distinct features in each product. For instance, the Micro Whale Rubik’s Cube was the first in the industry to feature "1-second autofocus," achieving groundbreaking advancements in "portability." Its unique parallelogram design earned it the prestigious iF Design Award, marking the first time a micro smart projection product received such recognition. Meanwhile, the Micro Whale F1, seemingly straightforward, boasts the highest brightness level in the industry, along with impeccable quality and craftsmanship. These distinctions highlight the varying industrial chain capabilities between the two brands. Xiaomi seems to be riding a rollercoaster of expectations versus reality. Zhang Guidong, a notable figure in the industry, pointed out a commonly overlooked issue: the true brand behind Xiaomi's laser TV is not "Xiaomi" but "Mami." For loyal Xiaomi fans, this means that the laser TV is more of an extension of Xiaomi's ecosystem (akin to franchises) rather than a core product line innovation (like a direct retail operation). These differences carry a strong undertone of testing the waters. Nevertheless, Micro Whales remain appreciative of Xiaomi’s efforts. Zhang Guidong acknowledges that Xiaomi has brought unprecedented fan energy and market education significance. Additionally, integrating technologies such as ultra-short focus and micro-projection is commendable innovation. When discussing the leap in innovative concepts, one cannot overlook the recently launched "Business Micro-projection W100" – the squid-shaped device resembling a windmill. Many have joked about its resemblance to the Micro Whale K1’s parallelogram shape. This product surpasses traditional projectors with features like Intel’s CPU, Windows 10 operating system, and integrated conference microphones, reflecting a deeper understanding of business projections. "Both micro-projections and laser TVs are in a phase of high-speed innovation, with new products constantly emerging," noted Zhang Guidong. The Micro Whale F1, the brightest micro-projection product, was unimaginable in 2015. By 2016, no one expected its current price and cost competitiveness. This signifies technological innovation and industrial progress. Thus, Zhang Guidong believes the projection industry is in an era of disruption—where innovation and technological advancement are paramount. Looking ahead, opinions within the projection industry vary widely. Some traditionalists view projection as a niche product, not a large-scale industry. Zhang Guidong, however, holds a broader vision: "Consider how many people watch TV, mobile phones, or computers. Over the last decade, the value of the mobile phone screen has grown nearly tenfold. This underscores the transformative impact of rapid technological development." This shift should inspire the projection industry: Technological advancements, such as increased brightness and smaller projections, can yield exciting innovations. The smartphone and mobile internet revolution, integrating computing and data transmission, opened vast opportunities. Similarly, from a "screen" perspective, television dominated for decades. Yet, mobile phones, while essential, haven't diminished TV usage. This diversification reflects the flattening of the screen market, presenting opportunities for smart micro-projections and laser TVs. Despite the rise of other screens, annual TV sales remain robust at 55 million units. Why? Because the proliferation of screens doesn’t diminish demand—it shifts usage patterns. This evolution results from complementary technological advancements. Thus, Zhang Guidong believes the current projection market, with 1 million units, is poised for growth despite TV’s dominance. The skepticism around projection’s necessity isn’t valid; the real question is how to align technology, products, and user needs. This mindset could catalyze exponential market growth. According to Zhang Ying, Market Director of Micro Whales, a growing number of "Micro Whale Generation" consumers, primarily in first and second-tier cities, are fueling market demand. Many young professionals live in cramped spaces and frequently relocate. Micro Whale projections cater to their desire for convenience, offering immersive entertainment experiences in small apartments. This demographic seeks solutions like micro-casting smart theaters, which provide a seamless blend of display, audio, voice, content, and portability. For this group, 80-inch LCD screens are impractical and costly. Micro Whale’s K1, positioned at 80 inches, provides a "one-step access" experience, integrating display, audio, voice, content, smart features, and portability. This finesse addresses specific pain points. The F1, a brighter product, delivers an expanded 150-inch screen experience, epitomizing the "extreme satisfaction" for the "Micro Whale Generation." "Without subversion," future projections, including smart micro-projections and laser TVs, are gaining traction among tech giants, many of whom are newcomers. However, the projection industry hasn’t seen true breakthroughs. To disrupt this status quo, Zhang Guidong suggests overthrowing three barriers. First, ideologically, the projection industry is entrenched in conservatism, prioritizing profits over innovation. This reluctance to embrace external competition stifles growth. Second, in terms of operational norms, the industry’s long history has solidified a supply chain, brand, and channel interdependence. Any innovation risks destabilizing this equilibrium, fostering inertia and resistance to change. Third, technically, the industry clings to existing structures, resisting disruptive innovation. This has led to stagnant forms and directions for projection technology. In summary, "traditional projections are incompatible with today's digital age." Zhang Guidong believes the future doesn’t lie with incumbents, who are disconnected from consumer demands. Yet, these traditional players hold vast resources, creating both opportunities and challenges for new entrants. To achieve a breakthrough, innovation must subvert existing structures, encompassing technical, product forms, industrial rules, and market structures. Without disruptive innovation, the projection industry faces an uncertain future. So how can comfort and intelligence be achieved? Zhang Ying emphasizes breaking free from traditional constraints to envision a new future—one integrating "new life experiences." Micro Whales’ ecosystem blends content and services: partnering with Tencent, Alibaba, and others to introduce top IPs; leveraging CMC’s resources; and creating exclusive content, fostering unique identities. "The flat world empowers users to define 'boutiques.'" Zhang Guidong argues that now is the best time for the projection industry to innovate. Through the Internet, consumers now see the global market, dismantling monopolies over technology, knowledge, and supply. This shift allowed Micro Whale F1 to explode during the 618 JD shopping festival, selling out repeatedly and receiving 100% positive reviews. Traditional projections relied on parameters and prices to guide the consumer market. The "flat Internet world" offers a new opportunity to truly understand consumer needs. Micro Whales’ strategy centers on aligning with consumer interests, maintaining transparency, and enhancing product and service quality. This is the sole path to industry growth. Shen Yurui, Chief Industrial Designer of Micro Whale Projections, believes, "Future life isn’t merely about technology—it’s about combining technology with subjective human experiences. This marks the arrival of a new 'screen' era, driven by creativity." This doesn’t imply television’s obsolescence but rather its evolution—diversity, fusion, and collaboration. Flattening the hierarchy creates new benchmarks for technology, art, and cultural experiences. Micro Whales’ strategic logic hinges on advancing hard technology, elevating soft creativity, and integrating content across multiple screens. However, the "flat world" presents both opportunities and challenges. Creating a product fully embraced by consumers is no small feat. Micro Whales balance industrial chain integration with meticulous product refinement. "Quality requires understanding the product’s needs before realizing them." For instance, why does the K1 include a 45mm 8W dual-horn design, Dolby/DTS sound decoding, and Hi-Fi-level sound effects? Because Micro Whales observed that young people prioritize sound quality alongside visuals. The K1’s portability necessitated Bluetooth/WiFi audio—a costlier but user-friendly feature. Innovation must have boundaries. The squid-shaped design was initially deemed a hit but later rejected for being overly extravagant. Over-design contradicts the principle of "excellence" and prioritizing user experience. Ultimately, the study concluded that cost increases outweighed aesthetic gains. "Every design must be refined, practical, and superb." This is Micro Whale’s product philosophy: hence the K1’s centered lens, inspired by high-end private theater projectors, facilitating optimal screen alignment; its 1-second autofocus, ensuring quick clarity even after movement; and the F1’s cost-effective highlights, catering to the "Micro Whale Generation." "Design must serve a purpose, telling a brand story that withstands scrutiny." Shen Yurui opposes design for design’s sake, prioritizing user-centric needs over superficial differences. The user decides what’s "premium." Micro Whales integrate and subdivide the times, focusing on "nurseries." "We’re in a revolutionary era with infinite possibilities." Zhang Guidong believes Micro Whale’s focus isn’t on micro-projections or laser TVs but on the "torrent of consumer demand." These products are secondary. Zhang Guidong reflected on the success of "TV Cat," a product that once swept China. The concept wasn’t rooted in technology but in consumer behavior. By simplifying consumer actions, TV Cat became the leading app for smart TVs and boxes. Similarly, Micro Whales’ journey began with a 2015 revolution in 55-inch large-screen TVs. Micro Whales saw potential in 55-inch displays and consumer demand, setting the stage for its success. The F1 story mirrors this. A new product, launched amidst 618 festivities, became an instant hit, thanks to Micro Whale’s early detection of demand for 1200-lumen high-performance models. The F1’s success showcases the team’s daring and capability. Industry observers noted, "Zhang Guidong and Zhong Bo are outsiders to traditional projections but have achieved remarkable feats." Cross-industry thinking and an understanding of Internet culture have reshaped the projection landscape. Micro Whale’s ventures into children’s projections and business demand lines reflect industry trends. "Integration and subdivision"—content and experience as the core, intertwined screen values, and personalized applications—are the industry’s future. Micro Whales aim to ride these waves, embodying youthfulness and innovation.

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