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Consumer Electronics in China
August 2021
Consumer electronics in 2021: The big picture
Overall retail volume sales of consumer electronics are predicted to recover in 2021, albeit with varied performances across the different categories. Heading into 2021, with restored economic activity and offline visits supported by increasing vaccination rates, consumer sentiment is strengthening, and delayed purchases are resuming.
2021 key trends
“Smartisation” will continue within consumer electronics throughout 2021, driven by consumers’ positive attitudes towards future spending on new technology, increasingly marginal pricing differences between regular and smart products, players’ persistent efforts to promote smart living as well as consumers’ desire to employ smart devices to manage their lives which are full of new scenarios derived from COVID-19 in the post-pandemic era. Internet smart TVs have already enjoyed strong penetration in China over the review period, and now dominate sales of LCD TVs.
Competitive landscape
Huawei is set to see significant declines within portable computers and smartphones in 2021 after years of burgeoning growth. The US government’s sanctions increasingly aggravated chip shortage which had dragged Huawei into a predicament even prior to the pandemic.
Retailing developments
Confined to their homes during the initial stages of the pandemic and reducing visits to offline stores due to safety concerns, consumers showed an unprecedented preference for online shopping in 2020. This shift towards e-commerce is likely to continue, resulting in further share gain and volume growth for the channel in 2021.
What next for consumer electronics?
Under an improving macroeconomic outlook and strengthening consumer purchasing power, premium or flagship products that offer higher margins are projected to be at the forefront of companies’ new launches to cater to demand for replacement upgrades, a factor that will become increasingly important for leading budget-friendly players to rebrand in the post-pandemic era. Interconnectivity or IoT (Internet of Things) and even “smartisation” will be pivotal specific features of premium products.
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Overview:
Understand the latest market trends and future growth opportunities for the Consumer Electronics industry in China with research from Euromonitor International's team of in-country analysts – experts by industry and geographic specialisation.
Key trends are clearly and succinctly summarised alongside the most current research data available. Understand and assess competitive threats and plan corporate strategy with our qualitative analysis, insight and confident growth projections.
Data and analysis in this report provides further detailed coverage dedicated to the following key categories, where applicable:
Computers and Peripherals
In-Car Entertainment
Home Audio and Cinema
Home Video
Imaging Devices
Mobile Phones
Portable Players
Wearable Electronics
If you're in the Consumer Electronics industry in China, our research will help you to make informed, intelligent decisions; to recognise and profit from opportunity, or to offer resilience amidst market uncertainty.
The Consumer Electronics in China report includes:
Analysis of key supply-side and demand trends
Detailed segmentation of international and local products
Historic volume and value sizes, company and brand market shares
Five year forecasts of market trends and market growth
Robust and transparent research methodology, conducted in-country
This report answers:
What is the market size of Consumer Electronics in China?
Which are the leading brands in China?
How are products distributed in China?
How is the rise of e-commerce changing the retail landscape?
How has COVID-19 and accordant macroeconomic and retail disruption impacted consumer demand?
How are considerations such as urban development and the rise in single-person households driving sales growth?
Where is technology taking the market? Which products are pioneering growth? Which face obsolescence?
Where is future growth expected to be most dynamic?
Consumer Electronics in China
EXECUTIVE SUMMARY
Consumer electronics in 2021: The big picture
2021 key trends
Competitive landscape
Retailing developments
What next for consumer electronics?
MARKET DATA
Table 1 Sales of Consumer Electronics by Category: Volume 2016-2021Table 2 Sales of Consumer Electronics by Category: Value 2016-2021Table 3 Sales of Consumer Electronics by Category: % Volume Growth 2016-2021Table 4 Sales of Consumer Electronics by Category: % Value Growth 2016-2021Table 5 NBO Company Shares of Consumer Electronics: % Volume 2017-2021Table 6 LBN Brand Shares of Consumer Electronics: % Volume 2018-2021Table 7 Distribution of Consumer Electronics by Channel: % Volume 2016-2021Table 8 Forecast Sales of Consumer Electronics by Category: Volume 2021-2026Table 9 Forecast Sales of Consumer Electronics by Category: Value 2021-2026Table 10 Forecast Sales of Consumer Electronics by Category: % Volume Growth 2021-2026Table 11 Forecast Sales of Consumer Electronics by Category: % Value Growth 2021-2026
DISCLAIMER
SOURCES
Summary 1 Research Sources
Computers and Peripherals in China
KEY DATA FINDINGS
2021 DEVELOPMENTS
Growth dip in retail laptops and tablets as a result of normalising demand
Huawei’s sales sink drastically within computers due to chip shortage crisis
C2M model thrives under the growth of e-commerce
PROSPECTS AND OPPORTUNITIES
Business computers projected to see continuous growth due to upturn in digital investment
Gaming models to be the backbone of retail laptops
Negative outlook for printers
CATEGORY DATA
Table 12 Sales of Computers and Peripherals by Category: Volume 2016-2021Table 13 Sales of Computers and Peripherals by Category: Value 2016-2021Table 14 Sales of Computers and Peripherals by Category: % Volume Growth 2016-2021Table 15 Sales of Computers and Peripherals by Category: % Value Growth 2016-2021Table 16 Sales of Computers by Category: Business Volume 2016-2021Table 17 Sales of Computers by Category: Business Value MSP 2016-2021Table 18 Sales of Computers by Category: Busines Volume Growth 2016-2021Table 19 Sales of Computers by Category: Business Value MSP Growth 2016-2021Table 20 NBO Company Shares of Computers and Peripherals: % Volume 2017-2021Table 21 LBN Brand Shares of Computers and Peripherals: % Volume 2018-2021Table 22 Distribution of Computers and Peripherals by Channel: % Volume 2016-2021Table 23 Forecast Sales of Computers and Peripherals by Category: Volume 2021-2026Table 24 Forecast Sales of Computers and Peripherals by Category: Value 2021-2026Table 25 Forecast Sales of Computers and Peripherals by Category: % Volume Growth 2021-2026Table 26 Forecast Sales of Computers and Peripherals by Category: % Value Growth 2021-2026Table 27 Forecast Sales of Computers by Category: Business Volume 2021-2026Table 28 Forecast Sales of Computers by Category: Business Value MSP 2021-2026Table 29 Forecast Sales of Computers by Category: Busines Volume Growth 2021-2026Table 30 Forecast Sales of Computers by Category: Business Value MSP Growth 2021-2026
In-Car Entertainment in China
KEY DATA FINDINGS
2021 DEVELOPMENTS
Rejuvenated car sales cushion decline, but pre-installed market threat persists
In-dash media players notes upgrades in both hardware and software
Flyaudio maintains leadership due to strengths in supply chain and product development
PROSPECTS AND OPPORTUNITIES
In-dash media players to develop more advanced functions beyond entertainment
Popularity of free apps dampens demand for in-car navigation
E-commerce projected to gain further share but offline remains dominant channel
CATEGORY DATA
Table 31 Sales of In-Car Entertainment by Category: Volume 2016-2021Table 32 Sales of In-Car Entertainment by Category: Value 2016-2021Table 33 Sales of In-Car Entertainment by Category: % Volume Growth 2016-2021Table 34 Sales of In-Car Entertainment by Category: % Value Growth 2016-2021Table 35 NBO Company Shares of In-Car Entertainment: % Volume 2017-2021Table 36 LBN Brand Shares of In-Car Entertainment: % Volume 2018-2021Table 37 Distribution of In-Car Entertainment by Channel: % Volume 2016-2021Table 38 Forecast Sales of In-Car Entertainment by Category: Volume 2021-2026Table 39 Forecast Sales of In-Car Entertainment by Category: Value 2021-2026Table 40 Forecast Sales of In-Car Entertainment by Category: % Volume Growth 2021-2026Table 41 Forecast Sales of In-Car Entertainment by Category: % Value Growth 2021-2026
Home Audio and Cinema in China
KEY DATA FINDINGS
2021 DEVELOPMENTS
Offline traffic resurgence strengthens tentative recovery of home audio and cinema
Dolby Atmos features on domestic brands of home cinema and speaker systems
PROSPECTS AND OPPORTUNITIES
Continued “hometainment” demand to power rising unit prices
Pursuit of immersive audio experience to underpin growth of home cinema and speaker systems
CATEGORY DATA
Table 42 Sales of Home Audio and Cinema by Category: Volume 2016-2021Table 43 Sales of Home Audio and Cinema by Category: Value 2016-2021Table 44 Sales of Home Audio and Cinema by Category: % Volume Growth 2016-2021Table 45 Sales of Home Audio and Cinema by Category: % Value Growth 2016-2021Table 46 NBO Company Shares of Home Audio and Cinema: % Volume 2017-2021Table 47 LBN Brand Shares of Home Audio and Cinema: % Volume 2018-2021Table 48 Distribution of Home Audio and Cinema by Channel: % Volume 2017-2021Table 49 Forecast Sales of Home Audio and Cinema by Category: Volume 2021-2026Table 50 Forecast Sales of Home Audio and Cinema by Category: Value 2021-2026Table 51 Forecast Sales of Home Audio and Cinema by Category: % Volume Growth 2021-2026Table 52 Forecast Sales of Home Audio and Cinema by Category: % Value Growth 2021-2026
Home Video in China
KEY DATA FINDINGS
2021 DEVELOPMENTS
Resurrection of LCD TVs manifests in rising volume sales and unit prices
OLED TVs experiences further growth momentum
Highly concentrated competitive landscape with new entrants making gains
PROSPECTS AND OPPORTUNITIES
Mini LED TVs facilitate premiumisation, challenging OLED TVs
Internet smart TVs’ potential as a control hub becoming increasingly evident
E-commerce to remain as leading distribution channel
CATEGORY DATA
Table 53 Sales of Home Video by Category: Volume 2016-2021Table 54 Sales of Home Video by Category: Value 2016-2021Table 55 Sales of Home Video by Category: % Volume Growth 2016-2021Table 56 Sales of Home Video by Category: % Value Growth 2016-2021Table 57 Sales of LCD TVs by Network Connectivity: % Retail Volume 2016-2021Table 58 NBO Company Shares of Home Video: % Volume 2017-2021Table 59 LBN Brand Shares of Home Video: % Volume 2018-2021Table 60 Distribution of Home Video by Channel: % Volume 2016-2021Table 61 Forecast Sales of Home Video by Category: Volume 2021-2026Table 62 Forecast Sales of Home Video by Category: Value 2021-2026Table 63 Forecast Sales of Home Video by Category: % Volume Growth 2021-2026Table 64 Forecast Sales of Home Video by Category: % Value Growth 2021-2026Table 65 Forecast Sales of LCD TVs by Network Connectivity: % Retail Volume 2021-2026
Imaging Devices in China
KEY DATA FINDINGS
2021 DEVELOPMENTS
Upturn in outdoor activities benefits category but overall downturn is irreversible
SZ DJI Technology and Arashi Vision continue to outperform competitors
E-commerce continues to gain share
PROSPECTS AND OPPORTUNITIES
Digital cameras to target photography enthusiasts with 8K models
Usage expansion valuable to digital camcorders
CATEGORY DATA
Table 66 Sales of Imaging Devices by Category: Volume 2016-2021Table 67 Sales of Imaging Devices by Category: Value 2016-2021Table 68 Sales of Imaging Devices by Category: % Volume Growth 2016-2021Table 69 Sales of Imaging Devices by Category: % Value Growth 2016-2021Table 70 NBO Company Shares of Imaging Devices: % Volume 2017-2021Table 71 LBN Brand Shares of Imaging Devices: % Volume 2018-2021Table 72 Distribution of Imaging Devices by Channel: % Volume 2016-2021Table 73 Forecast Sales of Imaging Devices by Category: Volume 2021-2026Table 74 Forecast Sales of Imaging Devices by Category: Value 2021-2026Table 75 Forecast Sales of Imaging Devices by Category: % Volume Growth 2021-2026Table 76 Forecast Sales of Imaging Devices by Category: % Value Growth 2021-2026
Portable Players in China
KEY DATA FINDINGS
2021 DEVELOPMENTS
Portable players fully recovers in 2021, driven by wireless speakers
E-readers and portable media players continue to decline
Leading wireless speakers manufacturers consolidate dominance
PROSPECTS AND OPPORTUNITIES
Wireless speakers will continue to drive growth for portable players
What is next for smart speakers?
CATEGORY DATA
Table 77 Sales of Portable Players by Category: Volume 2016-2021Table 78 Sales of Portable Players by Category: Value 2016-2021Table 79 Sales of Portable Players by Category: % Volume Growth 2016-2021Table 80 Sales of Portable Players by Category: % Value Growth 2016-2021Table 81 NBO Company Shares of Portable Players: % Volume 2017-2021Table 82 LBN Brand Shares of Portable Players: % Volume 2017-2021Table 83 Distribution of Portable Players by Channel: % Volume 2016-2021Table 84 Forecast Sales of Portable Players by Category: Volume 2021-2026Table 85 Forecast Sales of Portable Players by Category: Value 2021-2026Table 86 Forecast Sales of Portable Players by Category: % Volume Growth 2021-2026Table 87 Forecast Sales of Portable Players by Category: % Value Growth 2021-2026
Mobile Phones in China
KEY DATA FINDINGS
2021 DEVELOPMENTS
Smartphone sales partially recover in 2021 following the normalisation of COVID-19
The fall of Huawei Technologies contrasts with the rise of its competitors
Multi-brand strategy begins to bear fruit for BBK Electronics
PROSPECTS AND OPPORTUNITIES
Replacement purchases to drive smartphones’ prospects in China
Local smartphone manufacturers eye premium segment
Electronics and appliances specialist retailers to remain relevant
CATEGORY DATA
Table 88 Sales of Mobile Phones by Category: Volume 2016-2021Table 89 Sales of Mobile Phones by Category: Value 2016-2021Table 90 Sales of Mobile Phones by Category: % Volume Growth 2016-2021Table 91 Sales of Mobile Phones by Category: % Value Growth 2016-2021Table 92 Sales of Smartphones by Screen Size: % Retail Volume 2018-2021Table 93 NBO Company Shares of Mobile Phones: % Volume 2017-2021Table 94 LBN Brand Shares of Mobile Phones: % Volume 2018-2021Table 95 Distribution of Mobile Phones by Channel: % Volume 2017-2021Table 96 Forecast Sales of Mobile Phones by Category: Volume 2021-2026Table 97 Forecast Sales of Mobile Phones by Category: Value 2021-2026Table 98 Forecast Sales of Mobile Phones by Category: % Volume Growth 2021-2026Table 99 Forecast Sales of Mobile Phones by Category: % Value Growth 2021-2026Table 100 Forecast Sales of Smartphones by Screen Size: % Retail Volume 2021-2026
Wearable Electronics in China
KEY DATA FINDINGS
2021 DEVELOPMENTS
Smart wearables drives recovery of wearable electronics
Advanced health management and smarter features the focus of new product development
Huawei Technologies retains convincing leadership of wearable electronics
PROSPECTS AND OPPORTUNITIES
Smart wearables the future of wearable electronics
Selling smart wearables with an ecosystem mindset
CATEGORY DATA
Table 101 Sales of Wearable Electronics by Category: Volume 2016-2021Table 102 Sales of Wearable Electronics by Category: Value 2016-2021Table 103 Sales of Wearable Electronics by Category: % Volume Growth 2016-2021Table 104 Sales of Wearable Electronics by Category: % Value Growth 2016-2021Table 105 NBO Company Shares of Wearable Electronics: % Volume 2017-2021Table 106 LBN Brand Shares of Wearable Electronics: % Volume 2018-2021Table 107 Distribution of Wearable Electronics by Channel: % Volume 2016-2021Table 108 Forecast Sales of Wearable Electronics by Category: Volume 2021-2026Table 109 Forecast Sales of Wearable Electronics by Category: Value 2021-2026Table 110 Forecast Sales of Wearable Electronics by Category: % Volume Growth 2021-2026Table 111 Forecast Sales of Wearable Electronics by Category: % Value Growth 2021-2026
Headphones in China
KEY DATA FINDINGS
2021 DEVELOPMENTS
TWS earbuds continues to record dynamic growth to the detriment of wireless earphones
Democratisation of TWS earbuds made possible as further potential unleashed by mass models
Smartphone manufacturers: Movers and shakers in the headphones/TWS earbuds landscape
PROSPECTS AND OPPORTUNITIES
Headphones’ growth driven by further penetration and replacement purchases
Smarter features, better audio quality
Opportunities for the masstige segment
CATEGORY DATA
Table 112 Sales of Headphones by Category: Volume 2016-2021Table 113 Sales of Headphones by Category: Value 2016-2021Table 114 Sales of Headphones by Category: % Volume Growth 2016-2021Table 115 Sales of Headphones by Category: % Value Growth 2016-2021Table 116 NBO Company Shares of Headphones: % Volume 2017-2021Table 117 LBN Brand Shares of Headphones: % Volume 2018-2021Table 118 Distribution of Headphones by Channel: % Volume 2016-2021Table 119 Forecast Sales of Headphones by Category: Volume 2021-2026Table 120 Forecast Sales of Headphones by Category: Value 2021-2026Table 121 Forecast Sales of Headphones by Category: % Volume Growth 2021-2026Table 122 Forecast Sales of Headphones by Category: % Value Growth 2021-2026
The following categories and subcategories are included:
Consumer Electronics
Desktops
Laptops
Tablets
Monitors
Printers
In-Car Navigation
In-Car Speakers
In-Dash Media Players
Audio Separates
Digital Media Player Docks
Hi-Fi Systems
Home Cinema and Speaker Systems
Speakers
Other Home Audio and Cinema
Analogue TVs
LCD TVs
OLED TVs
Plasma TVs
Other TVs
TV Combis
BD Players
DVD Players
Video Recorders
Mass Wireless Headbands
Premium Wireless Headbands
Mass Wireless Earphones
Premium Wireless Earphones
Mass TWS Earbuds
Premium TWS Earbuds
Digital Cameras
Digital Camcorders
Feature Phones
Smartphones
E-Readers
Portable Multimedia Players
Other Portable Media Players
Wireless Speakers
Activity Bands
Activity Watch (Analogue)
Activity Watch (Digital)
Smart Wearables
Consumer Electronics
Consumer Electronics refers to the sales of Computers and Peripherals, In-Home Consumer Electronics, In-Car Entertainment and Portable Consumer Electronics to the end consumer.