Computers and Peripherals in Asia Pacific

September 2019

After five years of consecutive decline for computer and peripherals in APAC, a slowdown in the decline is expected over the forecast period. The shift of gaming from desktops to laptops became a lifeline to slowing the decline of computers and peripherals. However, large screen smartphones remain a potential threat to laptop sales. In contrast to developing countries, brands are increasingly concentrated in developed countries, while Apple is being out-performed by competitors.

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Key Findings

Premiumisation of gaming computers

Premiumisation of laptops and desktop computers could be seen from 2017 due to the e-sports trend. High specification machines were developed to support resource-hungry gaming titles, which in turn, drove up price per unit. Since laptops do not commonly possess the flexibility of upgrading and exchanging parts, consumers will have to upgrade the machine entirely, driving up the price per unit of laptops.

Convertible laptops pushing up average selling price

With the demand for touch screen panel capability of laptops, device producers have included optional upgrades of OLED or Gorilla Glass touch panel as an optional upgrade for consumers. In 2019, computer manufacturers dabbled with the concept of dual screen laptops, namely Acer Pro Dual series and Intel’s Honeycomb Glacier concept. These new technologies drove up the price of laptop units.

Two in one detachable tablets benefit from growing business sales

Despite the increasing number of computer manufacturer expanded their product line into two in one tablets, it did not stop the dwindling sales of retail tablets. On the other hand, volume sales of tablets have been boosted by business customers, due to the trend that most business users valued mobility over computing power. In addition, companies such as Apple, Samsung and Microsoft were pushing the concept of tablets as a computer replacement, boosting business sales of tablets.

Redesigning high- powered computers

Windows laptop manufacturers were blurring the line between gaming laptops and workstation laptops. Before 2019, most high computing power Windows laptops were branded as gaming laptops, which also came with aesthetics that may have come across as too conspicuous for professional settings. Manufacturers have refined their aesthetics for gaming laptops to a more minimalistic finish that caters more to daily use.

Printer being commoditised

With the thinning product differentiation and lack of innovation between different brands of printers, the price factor became a key factor to influence consumers’ purchasing decision.

Introduction

Scope
Key findings

Regional Overview

Asia Pacific in context
Softened decline of computer and peripherals over the forecast period
The shrinking sales volume for majority of Asia Pacific countries
As sales in Asia Pacific shrink, positive growth becomes an outlier
China’s sales volume drop between 2014 and 2019 is greater than the entire market size of Japan in 2019
Internet retailing fuelling non-store retailing for Taiwan and Vietnam

Leading Companies and Brands

Concentration of brands across region (1)
Concentration of brands across region (2)
Lenovo leads in Asia Pacific, while Samsung tumbles
Chinese companies hold top positions
Major shifts in brand ranking between 2016 and 2018

Forecast Projections

Expected slower decline throughout Asia Pacific apart from India
Convertibles reinventing old laptop market
Innovation in hardware form factor to differentiate from competitors

Country Snapshots

China: market context
China: competitive and retail landscape
Japan: market context
Japan: competitive and retail landscape
India: market context
India: competitive and retail landscape
Thailand: market context
Thailand: competitive and retail landscape
Hong Kong, China: market context
Hong Kong, China: competitive and retail landscape
South Korea: market context
South Korea: competitive and retail landscape
Malaysia: market context
Malaysia: competitive and retail landscape
Taiwan: market context
Taiwan: competitive and retail landscape
Singapore: market context
Singapore: competitive and retail landscape
Vietnam: market context
Vietnam: competitive and retail landscape
Philippines: market context
Philippines: competitive and retail landscape
Indonesia: market context
Indonesia: competitive and retail landscape

Appendix: Competitor Analytics

Competitor Analytics tool
Overview
Competitors
Market overlap
Treemap
Overlap matrices

Appendix: Industry Forecast Model

About Euromonitor International’s Industry Forecast Model
Soft drivers and the Industry Forecast Model
Growth decomposition explained
Significance and applications for growth decomposition
Key applications for Industry Forecast Models
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