As 2026 kicks off, another prominent new entrant has arrived in China’s projection market. According to industry media Projection Times, at the recently concluded LEDChina 2026 exhibition, panel giant AUO Display unveiled its new professional projection brand, AVOCOR.
During the exhibition, the brand launched four engineering projectors at once, announced Joyin International as its Greater China general agent, and signed cooperation agreements with more than a dozen enterprises including Leyard Lifeng. Judging from the number of new products and its moves to team up with a group of well-established cultural tourism and engineering solution providers, its intention is clear: to carve out a market gap in the cultural tourism projection sector and establish its own territory.
Why Does AVOCOR Target the Cultural Tourism Projection Market Right Out of the Gate?
Those familiar with the projection industry know that while the cultural tourism market holds great potential, competition is fierce and overall market demand remains unclear. Yet at this sensitive juncture, why has AVOCOR, a newcomer, chosen to enter boldly?
On one hand, it benefits from over 20 years of display industry expertise from its parent company, AUO Display. As a world-renowned display solution provider, AUO has integrated its panel-centric experience across multiple end markets into this new line of projection products.
AVOCOR’s four debut models are clearly tailored to cultural tourism scenarios: three engineering projectors dedicated to cultural tourism and one brand-new swing-arm laser projector. Covering fixed installation to flexible mobility, and brightness ranging from 6,500 to 20,000 lumens, the lineup shows thorough preparation for the cultural tourism market.
- The flagship AVP-2020 features a 20,000-lumen laser light source with brightness uniformity exceeding 95% and 4K resolution, delivering sharp visuals even in bright environments—ideal for large-scale cultural tourism scenarios such as outdoor water shows and theme parks.
- The AVP-1020 balances high lumen performance and cost-effectiveness, supporting multi-projection blending for large-screen splicing in medium-sized venues.
- The compact, low-power AVP-6520 short-throw model ensures stable long-term operation, perfectly suited for small and medium-sized cultural tourism experience zones.
In addition, the industry’s first swing-arm laser projector directly addresses pain points in performance venues. With multi-angle dynamic projection and fast focusing, it integrates seamlessly with stage performances, filling an industry gap. Each product precisely matches different cultural tourism scenarios—AVOCOR is clearly well-prepared.
Second, it has assembled a lineup of industry partners. Anyone familiar with the projection sector understands that success in the engineering projection market, especially cultural tourism lighting, requires more than just strong products. Reliable partners and on-the-ground support are the keys to gaining a foothold.
AVOCOR understands this well, appointing Joyin International as its Greater China general agent. With years of deep roots in the audio-visual and video communication field, Joyin International boasts mature sales channels, a professional technical service team, and a large portfolio of high-quality clients in engineering and cultural tourism. For AVOCOR, a newcomer to the projection industry, Joyin International will be critical to its early market expansion.
Furthermore, in channel development, AVOCOR has signed agreements with over a dozen leading cultural tourism solution providers, including Leyard Lifeng Culture and Yimeng Information. These partners cover the entire industry chain: cultural tourism planning, engineering integration, performance equipment, and content production. Leyard Lifeng, in particular, has extensive experience in implementing large-scale cultural tourism projects and equipment integration, capable of translating AVOCOR’s product advantages into practical scene solutions.
From general agency to on-site implementation, AVOCOR has lined up reliable partners across every 环节. Its channel layout is impressive and fully aligns with the cooperation logic of the cultural tourism engineering market.
The Engineering Projection Market Will Be No Easy Feast for AVOCOR
The current projection market is in a downturn, with overall industry contraction. As a new AUO-affiliated brand, AVOCOR has set its sights directly on engineering projection—an even higher-threshold segment that relies heavily on reputation and experience. Despite its seemingly comprehensive channel layout, success will not come easily.
China’s engineering projection market already has established Taiwanese brands such as BenQ and Optoma. Although they have long been active in the domestic market, neither has secured a firm position in engineering projection—a testament to the sector’s high barriers. Engineering projection is not a competition of paper specifications; it hinges on reputation, experience, and proven on-site implementation capabilities.
Meanwhile, the domestic engineering projection segment is a fiercely competitive "red ocean":
- Foreign giants including Barco, Christie, Epson, Sony, and Panasonic maintain a strong presence.
- Domestic players such as Appotronics, Sumicor, and even Xgimi are aggressively expanding.
All these brands have their own resource networks, product strengths, proven project cases, and established industry reputations.
Against this backdrop, AVOCOR—with no prior engineering projection experience—faces immense pressure to break through.
Postscript
AVOCOR’s bold entry amid a market downturn is at least commendable for its courage. It also reflects international display giants’ long-term optimism about the growth of China’s consumer sector, bringing fresh momentum to the long-quiet projection market. From this perspective, AVOCOR’s arrival deserves a warm welcome. What do you think?