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China Consumer Electronics Report Q3 2010
Business Monitor International, May 2010, Pages: 58
China Consumer Electronics Report provides industry professionals and strategists, corporate analysts, electronics associations, government departments and regulatory bodies with independent forecasts and competitive intelligence on China's consumer electronics industry.
China’s consumer electronics devices market, defined to include computing devices, mobile handsets and video, audio and gaming products, is projected to be worth around US$150.7bn in 2010, and this is expected to increase to US$219.0bn by 2014. In Q110 consumer electronics sales were boosted by strong sales during the Chinese New Year shopping season.
Spending on consumer electronics products is projected to grow at a CAGR of 9.8% through 2014, with demand for computers and TV sets in rural areas and tier-three to tier-six cities a key driver, along with more sales of high-end items like LCD TV sets, 3G mobile handsets and smartphones. An expansion of the government’s rural consumer electronics subsidy programme is projected to drive sales of flat screen TV sets and other products in 2010, particularly in rural areas.
Computers
Computers accounted for around 40% of China’s consumer electronics spending in 2009. BMI forecasts Chinese domestic market computer hardware sales (including notebooks and accessories) of US$57bn in 2010, up from US$52bn in 2009. Computer hardware CAGR for 2010-2014 will be around 12.0%. The government’s rural computer subsidy programme will act as a significant driver, along with falling prices.
AV
AV devices accounted for around 15% of Chinese consumer electronics spending in 2009. China’s domestic video, audio and gaming device market is projected to grow at a CAGR of 10.9% between 2010 and 2014, up to a value of US$83.8bn. About 27.9mn LCD TV set units are projected to be sold in 2010, with Chinese consumers demonstrating a preference for larger screen sizes and internet-enabled TV sets.
Mobile Handsets
China’s mobile handset sales accounted for around 25% of Chinese consumer electronics spending in 2009. Total Chinese market handset sales are expected to grow at a CAGR of 10% to 404.5mn units in 2014, as mobile penetration reaches 114%. The rural market will be the main source of subscriber growth, while vendors will also focus a rapidly growing 3G handset market and demand for smartphones.
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