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China Consumer Electronics Report Q1 2012
Business Monitor International, Nov 2011, Pages: 62
Business Monitor International's 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 forecast to be worth about US$197.0bn in 2012, and this is expected to increase to US$281.5bn by 2016. Consumer electronics sales should grow continue to grow strongly in 2012, boosted by economic recovery, product innovation and the rural subsidy programme.
In 2011, however, Chinese sales of TV sets contracted sharply, due to mature demand in major cities, leading to retailer inventory caution. Vendors will look to newer technologies such as LED TV sets, which were expected to comprise around 50% of flat-panel sales in 2011, and 3D TV sets, forecast at around 10-20%, to drive sales.
Smartphones are one particular growth area, with high double-digit growth forecast.. A second phase of the government’s rural consumer electronics subsidy programme will also drive sales of flat-screen TV sets and other products in rural areas.
Spending on consumer electronics products is projected to grow at a CAGR of 9.4% through 2016, with demand for computers and TV sets in rural areas and tier-three to tier-six cities a key driver, along with the increased popularity of high-end items such as flat-screen TV sets, tablet computers, 3G mobile handsets and smartphones.
Computers
Computers accounted for about 39% of China’s consumer electronics spending in 2011.
BMI forecasts Chinese domestic market computer hardware sales (including notebooks and accessories) of US$78.6bn in 2012, up from US$69.5bn in 2011. Computer hardware CAGR for 2012-2016 will be about 12%. The government’s rural computer subsidy programme will act as a significant driver, along with falling prices.
AV
AV devices accounted for about 39% of Chinese consumer electronics spending in 2011.
China’s domestic video, audio and gaming device market is projected to grow at a CAGR of 6.8% between 2012 and 2016, up to a value of US$100.3bn. About 46mn LCD TV set units are projected to be sold in 2012, with strong double-digit growth as Chinese consumers demonstrate a preference for larger screen sizes and internet-enabled TV sets.
Mobile Handsets
China’s mobile handset sales accounted for about 22% of Chinese consumer electronics spending in 2011. Total Chinese market handset sales are expected to grow at a CAGR of 14% to 561mn units in 2016. The rural market will be the main source of subscriber growth, while vendors will also focus a rapidly expanding 3G handset market and demand for smartphones, which currently accounts for about 20% of Chinese handset sales
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