Consumer Electronics in Chile
Euromonitor International's Consumer Electronics in Chile report offers a comprehensive guide to the size and shape of the audio and video products market at a national level. It provides the latest retail sales data, allowing you to identify the sectors driving growth. It identifies the leading companies, the leading brands and offers strategic analysis of key factors influencing the market- be they new product developments, distribution or pricing issues. Forecasts illustrate how the market is set to change.
Tables: 142 | Publication date: Jun 2009
Why buy this report
- Get insight into trends in market performance
- Pinpoint growth sectors and identify factors driving change
- Identify market and brand leaders and understand the competitive environment
Product coverage
Computers; In-car consumer electronics (aftermarket); In-home consumer electronics; Portable consumer electronics
Executive summary
Variable growth in consumer electronics products
Consumption of consumer electronics products is highly volatile and heterogenic due to quick obsolescence of the products. Sales of CD and MP3 recorders have experienced a significant decrease as consumers have rapidly adopted new technologies and replaced them with MP4. MP4 recorders have been well price that is affordable for the younger public which allows them to obtain the latest technology. On the other hand, sales of Plasma and LCD TV have experienced a significant increase, due to strong marketing campaigns showing their advantages. Wireless and mobile equipments have also increased as they are more portable and the price has decreased considerably.
Sound credit market structure
In spite of the instability of financial markets worldwide indebtedness of Chilean households has remained conservative compared to other neighbouring countries. A high percentage of retail total sales are performed with department store credit cards, during the second quarter of 2008 and have shown a slight decrease. Chileans, in general, pay their debt in due time.
Significant increase in products with new technologies
There is significant growth of innovative products such as LCD TV which saw a considerable increase in 2008, while analogue TV showed a decrease during the review period and it is expected that once the government approves digital technology this decrease will strengthen as many analogue TVs will not be able to add the decoder device needed. In computer products there is also a significant migration toward laptops to the detriment of desktops. Mobile phones have also shown a significant increase due to the latest technologies. Digital cameras have also shown a significant expansion replacing analogue cameras, which are being taken out of the marketplace; they can only be found in small stores or in the regions.
Increase in prices of innovative products
Average unit price on innovative products is significantly higher than standard products and this is a fast growing market. Chilean consumers are eager for innovative products such as the recently launched iPhone with a real success in sales. Significant migration to portable and wireless products has meant lower demand for printers and monitors. Chile is a country where most consumers have access to the internet and specialist magazines and is a well informed consumer.
New product developments are expected to bring dynamism
The interest for new products will continue to increase in the future, as strong institutions ad pro-investment policies to reduce inequality and creating a greater and more diverse consumer base. There will be new opportunities for electronics companies to continue developing in Chile as it has a demanding middle class with a reasonable average income that is constantly demanding latest technologies. Companies will continue needing new electronics products to put up with their competitors. Also in the first semester of next year the TV Digital protocol will be approved by the government, which will bring major demand for LCD and Plasma TV. Chilean consumers are constantly looking for new products and this interest will continue over the forecast.
Table of contents
CONSUMER ELECTRONICS IN CHILE : MARKET INSIGHT
EXECUTIVE SUMMARY
Variable growth in consumer electronics products
Sound credit market structure
Significant increase in products with new technologies
Increase in prices of innovative products
New product developments are expected to bring dynamism
KEY TRENDS AND DEVELOPMENTS
Increasing demand for wireless devices
Record increase in consumption
Increasing penetration of internet
Massification of technology
Externalization of Service
Retail stores are the most important channel of distribution
Implementation of Digital Strategy
MARKET DATA
Table 1 Sales of Consumer Electronics by Sector: Volume 2003-2008
Table 2 Sales of Consumer Electronics by Sector: % Volume Breakdown 2003-2008
Table 3 Sales of Consumer Electronics by Sector: % Volume Growth 2003-2008
Table 4 Sales of Consumer Electronics by Sector: Value 2003-2008
Table 5 Sales of Consumer Electronics by Sector: % Value Breakdown 2003-2008
Table 6 Sales of Consumer Electronics by Sector: % Value Growth 2003-2008
Table 7 Consumer Electronics Company Shares 2003-2007
Table 8 Consumer Electronics Brand Shares 2004-2007
Table 9 Sales of Consumer Electronics by Distribution Format 2003-2008
Table 10 Forecast Sales of Consumer Electronics by Sector: Volume 2008-2013
Table 11 Forecast Sales of Consumer Electronics by Sector: % Volume Breakdown 2008-2013
Table 12 Forecast Sales of Consumer Electronics by Sector: % Volume Growth 2008-2013
Table 13 Forecast Sales of Consumer Electronics by Sector: Value 2008-2013
Table 14 Forecast Sales of Consumer Electronics by Sector: % Value Breakdown 2008-2013
Table 15 Forecast Sales of Consumer Electronics by Sector: % Value Growth 2008-2013
DEFINITIONS
Summary 1 Research Sources
LOCAL COMPANY PROFILES - CHILE
DAEWOO ELECTRONICS CORP - CONSUMER ELECTRONICS - CHILE
STRATEGIC DIRECTION
KEY FACTS
Summary 2 Daewoo Electronics Corp. Chile S.A. : Key Facts
Summary 3 Daewoo Electronics Corp. Chile S.A. : Operational Indicators
COMPANY BACKGROUND
PRODUCTION
COMPETITIVE POSITIONING
Summary 4 Daewoo Electronics Corp. Chile S.A.: Competitive Position 2007
MELLAFE Y SALAS LTDA - CONSUMER ELECTRONICS - CHILE
MELLAFE Y SALAS S.A.
STRATEGIC DIRECTION
KEY FACTS
Summary 5 Mellafe y Salas S.A.: Key Facts
Summary 6 Mellafe y Salas S.A.: Operational Indicators
COMPANY BACKGROUND
PRODUCTION
COMPETITIVE POSITIONING
Summary 7 Mellafe y Salas S.A .:Competitive Position 2007
PANASONIC CHILE LTDA - CONSUMER ELECTRONICS - CHILE
STRATEGIC DIRECTION
KEY FACTS
Summary 8 Panasonic Chile Ltda. Key Facts
Summary 9 Panasonic Chile Ltda. : Operational Indicators
COMPANY BACKGROUND
PRODUCTION
COMPETITIVE POSITIONING
Summary 10 Panasonic Chile Ltda. Competitive Position 2007
QUINTEC SA - CONSUMER ELECTRONICS - CHILE
STRATEGIC DIRECTION
KEY FACTS
Summary 11 Quintec S.A.: Key Facts
Summary 12 Quintec S.A.: Operational Indicators
COMPANY BACKGROUND
PRODUCTION
COMPETITIVE POSITIONING
Summary 13 Quintec S.A.: Competitive Position 2007
RCL DISTRIBUCION LTDA - CONSUMER ELECTRONICS - CHILE
STRATEGIC DIRECTION
KEY FACTS
Summary 14 RCL Distribucion Ltda.: Key Facts
Summary 15 RCL Distribucion Ltda.: Operational Indicators
COMPANY BACKGROUND
PRODUCTION
COMPETITIVE POSITIONING
Summary 16 RCL Distribucion Ltda.: Competitive Position 2007
TELEVISIONS AND PROJECTORS IN CHILE
HEADLINES
TRENDS
COMPETITIVE LANDSCAPE
PROSPECTS
NEW PRODUCT DEVELOPMENTS
Summary 17 Televisions and Projectors: New Product Launches 2007- 2008
SECTOR DATA
Table 16 Sales of Televisions and Projectors by Sector: Volume 2003-2008
Table 17 Sales of Televisions and Projectors by Sector: % Volume Growth 2003-2008
Table 18 Sales of Televisions and Projectors by Sector: Value 2003-2008
Table 19 Sales of Televisions and Projectors by Sector: % Value Growth 2003-2008
Table 20 Sales of Digital Televisions by Type 2003-2008
Table 21 Televisions and Projectors Company Shares 2003-2007
Table 22 Televisions and Projectors Brand Shares 2004-2007
Table 23 Sales of Televisions and Projectors by Distribution Format 2003-2008
Table 24 Forecast Sales of Televisions and Projectors by Sector: Volume 2008-2013
Table 25 Forecast Sales of Televisions and Projectors by Sector: % Volume Growth 2008-2013
Table 26 Forecast Sales of Televisions and Projectors by Sector: Value 2008-2013
Table 27 Forecast Sales of Televisions and Projectors by Sector: % Value Growth 2008-2013
VCRS AND DVD PLAYERS IN CHILE
HEADLINES
TRENDS
COMPETITIVE LANDSCAPE
PROSPECTS
NEW PRODUCT DEVELOPMENTS
Summary 18 VCRs and DVD Players: New Product Launches 2007- 2008
SECTOR DATA
Table 28 Sales of VCRS and DVD Players by Sector: Volume 2003-2008
Table 29 Sales of VCRS and DVD Players by Sector: % Volume Growth 2003-2008
Table 30 Sales of VCRS and DVD Players by Sector: Value 2003-2008
Table 31 Sales of VCRS and DVD Players by Sector: % Value Growth 2003-2008
Table 32 VCRS and DVD Players Company Shares 2003-2007
Table 33 VCRS and DVD Players Brand Shares 2004-2007
Table 34 Sales of VCRS and DVD Players by Distribution Format 2003-2008
Table 35 Forecast Sales of VCRS and DVD Players by Sector: Volume 2008-2013
Table 36 Forecast Sales of VCRS and DVD Players by Sector: % Volume Growth 2008-2013
Table 37 Forecast Sales of VCRS and DVD Players by Sector: Value 2008-2013
Table 38 Forecast Sales of VCRS and DVD Players by Sector: % Value Growth 2008-2013
HOME AUDIO AND CINEMA IN CHILE
HEADLINES
TRENDS
COMPETITIVE LANDSCAPE
PROSPECTS
NEW PRODUCT DEVELOPMENTS
Summary 19 Home Audio and Cinema Products: New Product Launches 2007- 2008
SECTOR DATA
Table 39 Sales of Home Audio and Cinema Products by Sector: Volume 2003-2008
Table 40 Sales of Home Audio and Cinema Products by Sector: % Volume Growth 2003-2008
Table 41 Sales of Home Audio and Cinema Products by Sector: Value 2003-2008
Table 42 Sales of Home Audio and Cinema Products by Sector: % Value Growth 2003-2008
Table 43 Home Audio and Cinema Products Company Shares 2003-2007
Table 44 Home Audio and Cinema Products Brand Shares 2004-2007
Table 45 Sales of Home Audio and Cinema Products by Distribution Format 2003-2008
Table 46 Forecast Sales of Home Audio and Cinema Products by Sector: Volume 2008-2013
Table 47 Forecast Sales of Home Audio and Cinema Products by Sector: % Volume Growth 2008-2013
Table 48 Forecast Sales of Home Audio and Cinema Products by Sector: Value 2008-2013
Table 49 Forecast Sales of Home Audio and Cinema Products by Sector: % Value Growth 2008-2013
CAMERAS IN CHILE
HEADLINES
TRENDS
COMPETITIVE LANDSCAPE
PROSPECTS
NEW PRODUCT DEVELOPMENTS
Summary 20 Cameras: New Product Launches 2007- 2008
SECTOR DATA
Table 50 Sales of Cameras by Sector: Volume 2003-2008
Table 51 Sales of Cameras by Sector: % Volume Growth 2003-2008
Table 52 Sales of Cameras by Sector: Value 2003-2008
Table 53 Sales of Cameras by Sector: % Value Growth 2003-2008
Table 54 Cameras Company Shares 2003-2007
Table 55 Cameras Brand Shares 2004-2007
Table 56 Sales of Cameras by Distribution Format 2003-2008
Table 57 Forecast Sales of Cameras by Sector: Volume 2008-2013
Table 58 Forecast Sales of Cameras by Sector: % Volume Growth 2008-2013
Table 59 Forecast Sales of Cameras by Sector: Value 2008-2013
Table 60 Forecast Sales of Cameras by Sector: % Value Growth 2008-2013
CAMCORDERS IN CHILE
HEADLINES
TRENDS
COMPETITIVE LANDSCAPE
PROSPECTS
NEW PRODUCT DEVELOPMENTS
Summary 21 Camcorders: New Product Launches 2007- 2008
SECTOR DATA
Table 61 Sales of Camcorders by Sector: Volume 2003-2008
Table 62 Sales of Camcorders by Sector: % Volume Growth 2003-2008
Table 63 Sales of Camcorders by Sector: Value 2003-2008
Table 64 Sales of Camcorders by Sector: % Value Growth 2003-2008
Table 65 Camcorders Company Shares 2003-2007
Table 66 Camcorders Brand Shares 2004-2007
Table 67 Sales of Camcorders by Distribution Format 2003-2008
Table 68 Forecast Sales of Camcorders by Sector: Volume 2008-2013
Table 69 Forecast Sales of Camcorders by Sector: % Volume Growth 2008-2013
Table 70 Forecast Sales of Camcorders by Sector: Value 2008-2013
Table 71 Forecast Sales of Camcorders by Sector: % Value Growth 2008-2013
PORTABLE MEDIA PLAYERS IN CHILE
HEADLINES
TRENDS
COMPETITIVE LANDSCAPE
PROSPECTS
NEW PRODUCT DEVELOPMENTS
Summary 22 Portable Media Players: New Product Launches 2007- 2008
SECTOR DATA
Table 72 Sales of Portable Media Players by Sector: Volume 2003-2008
Table 73 Sales of Portable Media Players by Sector: % Volume Growth 2003-2008
Table 74 Sales of Portable Media Players by Sector: Value 2003-2008
Table 75 Sales of Portable Media Players by Sector: % Value Growth 2003-2008
Table 76 Sales of Portable MP3 Players by Type 2003-2008
Table 77 Portable Media Players Company Shares 2003-2007
Table 78 Portable Media Players Brand Shares 2004-2007
Table 79 Sales of Portable Media Players by Distribution Format 2003-2008
Table 80 Forecast Sales of Portable Media Players by Sector: Volume 2008-2013
Table 81 Forecast Sales of Portable Media Players by Sector: % Volume Growth 2008-2013
Table 82 Forecast Sales of Portable Media Players by Sector: Value 2008-2013
Table 83 Forecast Sales of Portable Media Players by Sector: % Value Growth 2008-2013
MOBILE PHONES IN CHILE
HEADLINES
TRENDS
COMPETITIVE LANDSCAPE
PROSPECTS
NEW PRODUCT DEVELOPMENTS
Summary 23 Mobile Phones: New Product Launches 2007- 2008
SECTOR DATA
Table 84 Sales of Mobile Phones: Volume 2003-2008
Table 85 Sales of Mobile Phones: % Volume Growth 2003-2008
Table 86 Sales of Mobile Phones: Value 2003-2008
Table 87 Sales of Mobile Phones: % Value Growth 2003-2008
Table 88 Sales of Mobile Phones by Type 2003-2008
Table 89 Mobile Phones Company Shares 2003-2007
Table 90 Mobile Phones Brand Shares 2004-2007
Table 91 Sales of Mobile Phones by Distribution Format 2003-2008
Table 92 Forecast Sales of Mobile Phones: Volume 2008-2013
Table 93 Forecast Sales of Mobile Phones: % Volume Growth 2008-2013
Table 94 Forecast Sales of Mobile Phones: Value 2008-2013
Table 95 Forecast Sales of Mobile Phones: % Value Growth 2008-2013
IN-CAR CONSUMER ELECTRONICS (AFTERMARKET) IN CHILE
HEADLINES
TRENDS
COMPETITIVE LANDSCAPE
PROPECTS
NEW PRODUCT DEVELOPMENTS
Summary 24 In-car Consumer Electronics: New Product Launches 2007- 2008
SECTOR DATA
Table 96 Sales of In-car Consumer Electronics by Sector: Volume 2003-2008
Table 97 Sales of In-car Consumer Electronics by Sector: % Volume Growth 2003-2008
Table 98 Sales of In-car Consumer Electronics by Sector: Value 2003-2008
Table 99 Sales of In-car Consumer Electronics by Sector: % Value Growth 2003-2008
Table 100 In-car Consumer Electronics Company Shares 2003-2007
Table 101 In-car Consumer Electronics Brand Shares 2004-2007
Table 102 Sales of In-car Consumer Electronics by Distribution Format 2003-2008
Table 103 Forecast Sales of In-car Consumer Electronics by Sector: Volume 2008-2013
Table 104 Forecast Sales of In-car Consumer Electronics by Sector: % Volume Growth 2008-2013
Table 105 Forecast Sales of In-car Consumer Electronics by Sector: Value 2008-2013
Table 106 Forecast Sales of In-car Consumer Electronics by Sector: % Value Growth 2008-2013
COMPUTERS IN CHILE
HEADLINES
TRENDS
COMPETITIVE LANDSCAPE
PROSPECTS
NEW PRODUCT DEVELOPMENTS
Summary 25 Computers: New Product Launches 2007- 2008
SECTOR DATA
Table 107 Sales of Computers by Sector: Volume 2003-2008
Table 108 Sales of Computers by Sector: % Volume Growth 2003-2008
Table 109 Sales of Computers by Sector: Value 2003-2008
Table 110 Sales of Computers by Sector: % Value Growth 2003-2008
Table 111 Computers Company Shares 2003-2007
Table 112 Computers Brand Shares 2004-2007
Table 113 Sales of Computers by Distribution Format 2003-2008
Table 114 Forecast Sales of Computers by Sector: Volume 2008-2013
Table 115 Forecast Sales of Computers by Sector: % Volume Growth 2008-2013
Table 116 Forecast Sales of Computers by Sector: Value 2008-2013
Table 117 Forecast Sales of Computers by Sector: % Value Growth 2008-2013