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Country Report

Consumer Electronics in

Consumer Electronics in Taiwan

6 pages, Aug 2019

US$2,640

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Executive Summary

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Consumers demand greater innovation before committing to purchasing in saturated market

Overall consumer electronics continued to record declining retail volume sales in Taiwan in 2019, due to the saturation of larger categories including computers, smartphones and LCD TVs. A weak economy and increasing replacement cycles for many products is prompting manufacturers to continue to invest in researching and developing more innovative devices to persuade consumers to part with their money by upgrading to newer models.

Smart appliances and multifunctionality increasingly appeal to tech-savvy consumers

Smartphones continued to record some decline in retail volume terms due to a number of factors including increasing penetration rates, longer replacement cycles due to the superior performance and longer-lasting batteries of flagship brands and the offer of free phones with certain packages from retailers. However, the device continues to be appreciated for its multifunctional capabilities which has led to the slow demise of a number of products including digital cameras as many higher-end smartphones offer the ability to take quality photographs which can be quickly uploaded to social media sites such as Instagram, in-car navigation due to the improved GPS capabilities of many smartphones and the increasing trend for many consumers, especially younger Taiwanese, to listen to music on the go, with apps such as Spotify allowing consumers to arrange their own digital playlists that they can share and play through wireless speakers.

Samsung strengthens leadership, while Apple gains one position

Samsung Electronics Taiwan Co Ltd strengthened its leadership of overall consumer electronics in Taiwan in 2019, gaining further retail volume share, closely followed by Apple Inc which gained one position over AsusTek Computer Inc. All three companies offer consumers wide product portfolios across multiple categories with Samsung’s main strongholds including affordable smartphones, smart wearables and various in-home consumer electronics including LCD TVs in which it gained further share.

Electronics and appliance specialist retailers continues to lose consumers to internet retailing

Electronics and appliance specialist retailers continued to dominate the distribution landscape of consumer electronics in Taiwan in 2019, although it continued to lose retail volume share to the increasingly popular channel of internet retailing, as consumers gained greater confidence in moving online to find more competitive prices, after first visiting physical stores to test new products and benefit from in-store expertise. Therefore, store-based retailers are attempting to entice consumers back to their stores by remodelling existing outlets with innovative features and to deliver more professional in-store support in addition to offering experiential spaces that allow consumers to immerse themselves in the latest technology before making a purchase; however, this places further pressure on sales assistants to close deals as they are all too aware of the trend for showrooming amongst local consumers.

Innovation and multifunctionality will continue to dictate consumer demand moving forward

The decline in retail volume sales experienced by consumer electronics in Taiwan in 2019 is predicted to slow towards the end of the forecast period as mature but major categories such as laptops, smartphones and LCD TVs record improved performances as they have yet to face significant competition from substitutes and are still perceived to be essential or desirable by many consumers. Newer categories such as wireless speakers and wearable electronics will continue to perform strongly.

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Overview

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Gain competitive intelligence about market leaders. Track key industry trends, opportunities and threats. Inform your marketing, brand, strategy and market development, sales and supply functions.

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Overview

Discover the latest market trends and uncover sources of future market growth for the Consumer Electronics industry in Taiwan with research from Euromonitor's team of in-country analysts.

Find hidden opportunities in the most current research data available, understand competitive threats with our detailed market analysis, and plan your corporate strategy with our expert qualitative analysis and growth projections.

If you're in the Consumer Electronics industry in Taiwan, our research will save you time and money while empowering you to make informed, profitable decisions.

When you purchase this report, you also get the data and the content from these category reports in Taiwan for free:

The Consumer Electronics in Taiwan market research report includes:

Analysis of key supply-side and demand trends
Detailed segmentation of international and local products
Historic volumes and values, company and brand market shares
Five year forecasts of market trends and market growth
Robust and transparent market research methodology, conducted in-country

Our market research reports answer questions such as:

What is the market size of Consumer Electronics in Taiwan?
What is the fastest growing product category?
What consumer electronics segments are growing the fastest?
What are the major technology trends in new consumer electronics products?
How has the economic downturn shaped consumer purchasing behavior when it comes to consumer electronics?
How has the economic downturn shaped consumer purchasing behavior when it comes to consumer electronics?

Why buy this report?

Gain competitive intelligence about market leaders
Track key industry trends, opportunities and threats
Inform your marketing, brand, strategy and market development, sales and supply functions

This industry report originates from Passport, our Consumer Electronics market research database.

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Consumer Electronics in Taiwan

EXECUTIVE SUMMARY

Consumers demand greater innovation before committing to purchasing in saturated market

Smart appliances and multifunctionality increasingly appeal to tech-savvy consumers

Samsung strengthens leadership, while Apple gains one position

Electronics and appliance specialist retailers continues to lose consumers to internet retailing

Innovation and multifunctionality will continue to dictate consumer demand moving forward

MARKET DATA

Table 1 Sales of Consumer Electronics by Category: Volume 2014-2019
Table 2 Sales of Consumer Electronics by Category: Value 2014-2019
Table 3 Sales of Consumer Electronics by Category: % Volume Growth 2014-2019
Table 4 Sales of Consumer Electronics by Category: % Value Growth 2014-2019
Table 5 NBO Company Shares of Consumer Electronics: % Volume 2015-2019
Table 6 LBN Brand Shares of Consumer Electronics: % Volume 2016-2019
Table 7 Distribution of Consumer Electronics by Channel: % Volume 2014-2019
Table 8 Forecast Sales of Consumer Electronics by Category: Volume 2019-2024
Table 9 Forecast Sales of Consumer Electronics by Category: Value 2019-2024
Table 10 Forecast Sales of Consumer Electronics by Category: % Volume Growth 2019-2024
Table 11 Forecast Sales of Consumer Electronics by Category: % Value Growth 2019-2024

SOURCES

Summary 1 Research Sources

Computers and Peripherals in Taiwan

HEADLINES

PROSPECTS

Producers focus on premium products with greater functionality to drive up margins

Tablets and printers suffer heaviest retail volume declines

Business sales offer further potential for growth

COMPETITIVE LANDSCAPE

Domestic brands retain strong leadership of laptops

Cheaper MacBook Air gains Apple further share and strong sales growth

Brands understand importance of strong marketing and promotions

CATEGORY DATA

Table 12 Sales of Computers and Peripherals by Category: Volume 2014-2019
Table 13 Sales of Computers and Peripherals by Category: Value 2014-2019
Table 14 Sales of Computers and Peripherals by Category: % Volume Growth 2014-2019
Table 15 Sales of Computers and Peripherals by Category: % Value Growth 2014-2019
Table 16 Sales of Computers by Category: Business Volume 2014-2019
Table 17 Sales of Computers by Category: Business Value MSP 2014-2019
Table 18 Sales of Computers by Category: Busines Volume Growth 2014-2019
Table 19 Sales of Computers by Category: Business Value MSP Growth 2014-2019
Table 20 Sales of Laptops by Form Factor 2018-2019
Table 21 Sales of Tablets by Operating System 2014-2019
Table 22 NBO Company Shares of Computers and Peripherals: % Volume 2015-2019
Table 23 LBN Brand Shares of Computers and Peripherals: % Volume 2016-2019
Table 24 Distribution of Computers and Peripherals by Channel: % Volume 2014-2019
Table 25 Forecast Sales of Computers and Peripherals by Category: Volume 2019-2024
Table 26 Forecast Sales of Computers and Peripherals by Category: Value 2019-2024
Table 27 Forecast Sales of Computers and Peripherals by Category: % Volume Growth 2019-2024
Table 28 Forecast Sales of Computers and Peripherals by Category: % Value Growth 2019-2024
Table 29 Forecast Sales of Computers by Category: Business Volume 2019-2024
Table 30 Forecast Sales of Computers by Category: Business Value MSP 2019-2024
Table 31 Forecast Sales of Computers by Category: Busines Volume Growth 2019-2024
Table 32 Forecast Sales of Computers by Category: Business Value MSP Growth 2019-2024
Table 33 Forecast Sales of Laptops by Form Factor 2019-2024
Table 34 Forecast Sales of Tablets by Operating System 2019-2024

Home Audio and Cinema in Taiwan

HEADLINES

PROSPECTS

Increasing popularity of streaming digital content changes consumers’ viewing and listening patterns

Despite declining sales of audio separates and hi-fi systems, some purists still prefer traditional methods of listening to music

Consumers continue to choose specialists when making large investments

COMPETITIVE LANDSCAPE

Panasonic strengthens leadership of home audio and cinema with innovation and affordable prices

Top-of-mind Japanese brands continue to dominate category

Local brands continue to prosper in niche areas

CATEGORY DATA

Table 35 Sales of Home Audio and Cinema by Category: Volume 2014-2019
Table 36 Sales of Home Audio and Cinema by Category: Value 2014-2019
Table 37 Sales of Home Audio and Cinema by Category: % Volume Growth 2014-2019
Table 38 Sales of Home Audio and Cinema by Category: % Value Growth 2014-2019
Table 39 NBO Company Shares of Home Audio and Cinema: % Volume 2015-2019
Table 40 LBN Brand Shares of Home Audio and Cinema: % Volume 2016-2019
Table 41 Distribution of Home Audio and Cinema by Channel: % Volume 2014-2019
Table 42 Forecast Sales of Home Audio and Cinema by Category: Volume 2019-2024
Table 43 Forecast Sales of Home Audio and Cinema by Category: Value 2019-2024
Table 44 Forecast Sales of Home Audio and Cinema by Category: % Volume Growth 2019-2024
Table 45 Forecast Sales of Home Audio and Cinema by Category: % Value Growth 2019-2024

Home Video in Taiwan

HEADLINES

PROSPECTS

Reinstated government subsidies for LCD TVs leads to reduced unit prices and slower volume decline

Despite declining unit prices, OLED TVs remains niche, attracting affluent consumers

Strongest declines for BD players and DVD players as consumers move to online digital content

COMPETITIVE LANDSCAPE

Retaining leadership of televisions, Panasonic loses ground to Sony

Computex allows consumers to see latest product launches from both major and smaller local brands

Consumers move online to find better deals after physically checking products in-store

CATEGORY DATA

Table 46 Sales of Home Video by Category: Volume 2014-2019
Table 47 Sales of Home Video by Category: Value 2014-2019
Table 48 Sales of Home Video by Category: % Volume Growth 2014-2019
Table 49 Sales of Home Video by Category: % Value Growth 2014-2019
Table 50 Sales of LCD TVs by Network Connectivity: % Retail Volume 2014-2019
Table 51 Sales of OLED TVs by Network Connectivity: % Retail Volume 2014-2019
Table 52 NBO Company Shares of Home Video: % Volume 2015-2019
Table 53 LBN Brand Shares of Home Video: % Volume 2016-2019
Table 54 Distribution of Home Video by Channel: % Volume 2014-2019
Table 55 Forecast Sales of Home Video by Category: Volume 2019-2024
Table 56 Forecast Sales of Home Video by Category: Value 2019-2024
Table 57 Forecast Sales of Home Video by Category: % Volume Growth 2019-2024
Table 58 Forecast Sales of Home Video by Category: % Value Growth 2019-2024
Table 59 Forecast Sales of LCD TVs by Network Connectivity: % Retail Volume 2019-2024
Table 60 Forecast Sales of OLED TVs by Network Connectivity: % Retail Volume 2019-2024

Imaging Devices in Taiwan

HEADLINES

PROSPECTS

Increasing use of smartphones in social media age prompts players to capture consumers’ attention through internet-enabled digital cameras

Decline for digital camcorders although consumers continue to appreciate action devices

Internet retailing offers strong competition to store-based specialists

COMPETITIVE LANDSCAPE

Canon remains visible with sponsorship and concept stores

Increasing number of concept stores allows brands to connect with consumers in attempt to raise awareness and foster sales

Producers look to expand target market in addition to using social media to influence consumers

CATEGORY DATA

Table 61 Sales of Imaging Devices by Category: Volume 2014-2019
Table 62 Sales of Imaging Devices by Category: Value 2014-2019
Table 63 Sales of Imaging Devices by Category: % Volume Growth 2014-2019
Table 64 Sales of Imaging Devices by Category: % Value Growth 2014-2019
Table 65 Sales of Digital Cameras by Type: % Retail Volume 2014-2019
Table 66 NBO Company Shares of Imaging Devices: % Volume 2015-2019
Table 67 LBN Brand Shares of Imaging Devices: % Volume 2016-2019
Table 68 Distribution of Imaging Devices by Channel: % Volume 2014-2019
Table 69 Forecast Sales of Imaging Devices by Category: Volume 2019-2024
Table 70 Forecast Sales of Imaging Devices by Category: Value 2019-2024
Table 71 Forecast Sales of Imaging Devices by Category: % Volume Growth 2019-2024
Table 72 Forecast Sales of Imaging Devices by Category: % Value Growth 2019-2024
Table 73 Forecast Sales of Digital Cameras by Type: % Retail Volume 2019-2024

In-Car Entertainment in Taiwan

HEADLINES

PROSPECTS

Ongoing incentives to purchase new cars with pre-installed in-car entertainment continues to damage sales of in-dash media players and in-car speakers

Strong use of smartphones with GPS capabilities deepens decline for in-car navigation

Declining sales for car workshops pushes channel to offer free services

COMPETITIVE LANDSCAPE

Garmin strengthens leadership with second withdrawal of an in-car navigation brand

Local brands seek to gain ground through innovation

Seeing no strong potential in in-car entertainment, brands use expertise to expand into other areas

CATEGORY DATA

Table 74 Sales of In-Car Entertainment by Category: Volume 2014-2019
Table 75 Sales of In-Car Entertainment by Category: Value 2014-2019
Table 76 Sales of In-Car Entertainment by Category: % Volume Growth 2014-2019
Table 77 Sales of In-Car Entertainment by Category: % Value Growth 2014-2019
Table 78 NBO Company Shares of In-Car Entertainment: % Volume 2015-2019
Table 79 LBN Brand Shares of In-Car Entertainment: % Volume 2016-2019
Table 80 Distribution of In-Car Entertainment by Channel: % Volume 2014-2019
Table 81 Forecast Sales of In-Car Entertainment by Category: Volume 2019-2024
Table 82 Forecast Sales of In-Car Entertainment by Category: Value 2019-2024
Table 83 Forecast Sales of In-Car Entertainment by Category: % Volume Growth 2019-2024
Table 84 Forecast Sales of In-Car Entertainment by Category: % Value Growth 2019-2024

Mobile Phones in Taiwan

HEADLINES

PROSPECTS

Ongoing decline in demand for smartphones due to saturation, lack of innovation and attractive package deals

Feature phones continues to decline due to limited consumer base

Dominant store-based specialists lose ground to internet retailing

COMPETITIVE LANDSCAPE

Samsung strengthens leadership with positive performance in 2019

Chinese brands increase competitiveness through expansion and innovation

Further innovation needed to persuade consumers to trade up

CATEGORY DATA

Table 85 Sales of Mobile Phones by Category: Volume 2014-2019
Table 86 Sales of Mobile Phones by Category: Value 2014-2019
Table 87 Sales of Mobile Phones by Category: % Volume Growth 2014-2019
Table 88 Sales of Mobile Phones by Category: % Value Growth 2014-2019
Table 89 Sales of Smartphones by Screen Size: % Retail Volume 2018-2019
Table 90 NBO Company Shares of Mobile Phones: % Volume 2015-2019
Table 91 LBN Brand Shares of Mobile Phones: % Volume 2016-2019
Table 92 Distribution of Mobile Phones by Channel: % Volume 2014-2019
Table 93 Forecast Sales of Mobile Phones by Category: Volume 2019-2024
Table 94 Forecast Sales of Mobile Phones by Category: Value 2019-2024
Table 95 Forecast Sales of Mobile Phones by Category: % Volume Growth 2019-2024
Table 96 Forecast Sales of Mobile Phones by Category: % Value Growth 2019-2024
Table 97 Forecast Sales of Smartphones by Screen Size: % Retail Volume 2019-2024

Portable Players in Taiwan

HEADLINES

PROSPECTS

Demand for portable media players continues to decline due to multifunctionality of smartphones and tablets for on-the-go viewing

Wireless speakers continues to record impressive performance offering convenience and interactive features

Limited demand for e-readers compounded by lack of Chinese language content

COMPETITIVE LANDSCAPE

Strong entry for TicHome in wireless speakers threatens fragile lead of Philips

Apple and Sony record positive performances in declining category

Growth potential of wireless speakers to encourage higher number of players and greater innovation

CATEGORY DATA

Table 98 Sales of Portable Players by Category: Volume 2014-2019
Table 99 Sales of Portable Players by Category: Value 2014-2019
Table 100 Sales of Portable Players by Category: % Volume Growth 2014-2019
Table 101 Sales of Portable Players by Category: % Value Growth 2014-2019
Table 102 NBO Company Shares of Portable Players: % Volume 2015-2019
Table 103 LBN Brand Shares of Portable Players: % Volume 2016-2019
Table 104 Distribution of Portable Players by Channel: % Volume 2014-2019
Table 105 Forecast Sales of Portable Players by Category: Volume 2019-2024
Table 106 Forecast Sales of Portable Players by Category: Value 2019-2024
Table 107 Forecast Sales of Portable Players by Category: % Volume Growth 2019-2024
Table 108 Forecast Sales of Portable Players by Category: % Value Growth 2019-2024

Wearable Electronics in Taiwan

HEADLINES

PROSPECTS

Wearable electronics records strongest performance in consumer electronics

Consistent innovation of smart wearables appeals to Taiwanese consumers looking to monitor their health and fitness

Electronics and appliance specialist retailers rapidly loses ground to internet retailing

COMPETITIVE LANDSCAPE

Xiaomi strengthens overall leadership with dominance of activity wearables

High potential of wearable electronics encourages further new launches

Garmin’s appeal to serious athletes leads to greater share gain in smart wearables

CATEGORY DATA

Table 109 Sales of Wearable Electronics by Category: Volume 2014-2019
Table 110 Sales of Wearable Electronics by Category: Value 2014-2019
Table 111 Sales of Wearable Electronics by Category: % Volume Growth 2014-2019
Table 112 Sales of Wearable Electronics by Category: % Value Growth 2014-2019
Table 113 NBO Company Shares of Wearable Electronics: % Volume 2015-2019
Table 114 LBN Brand Shares of Wearable Electronics: % Volume 2016-2019
Table 115 Distribution of Wearable Electronics by Channel: % Volume 2015-2019
Table 116 Forecast Sales of Wearable Electronics by Category: Volume 2019-2024
Table 117 Forecast Sales of Wearable Electronics by Category: Value 2019-2024
Table 118 Forecast Sales of Wearable Electronics by Category: % Volume Growth 2019-2024
Table 119 Forecast Sales of Wearable Electronics by Category: % Value Growth 2019-2024

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Megatrends

Country Report

Consumer Electronics in Taiwan

New Report Guarantee

Executive Summary

New Report Guarantee

Consumers demand greater innovation before committing to purchasing in saturated market

Smart appliances and multifunctionality increasingly appeal to tech-savvy consumers

Samsung strengthens leadership, while Apple gains one position

Electronics and appliance specialist retailers continues to lose consumers to internet retailing

Innovation and multifunctionality will continue to dictate consumer demand moving forward

Overview

Why buy this report?

Samples (FAQs about samples):

Want to find out more about this report?

Table of Contents

Consumer Electronics in Taiwan

EXECUTIVE SUMMARY

Consumers demand greater innovation before committing to purchasing in saturated market

Smart appliances and multifunctionality increasingly appeal to tech-savvy consumers

Samsung strengthens leadership, while Apple gains one position

Electronics and appliance specialist retailers continues to lose consumers to internet retailing

Innovation and multifunctionality will continue to dictate consumer demand moving forward

MARKET DATA

SOURCES

Computers and Peripherals in Taiwan

HEADLINES

PROSPECTS

Producers focus on premium products with greater functionality to drive up margins

Tablets and printers suffer heaviest retail volume declines

Business sales offer further potential for growth

COMPETITIVE LANDSCAPE

Domestic brands retain strong leadership of laptops

Cheaper MacBook Air gains Apple further share and strong sales growth

Brands understand importance of strong marketing and promotions

CATEGORY DATA

Home Audio and Cinema in Taiwan

HEADLINES

PROSPECTS

Increasing popularity of streaming digital content changes consumers’ viewing and listening patterns

Despite declining sales of audio separates and hi-fi systems, some purists still prefer traditional methods of listening to music

Consumers continue to choose specialists when making large investments

COMPETITIVE LANDSCAPE

Panasonic strengthens leadership of home audio and cinema with innovation and affordable prices

Top-of-mind Japanese brands continue to dominate category

Local brands continue to prosper in niche areas

CATEGORY DATA

Home Video in Taiwan

HEADLINES

PROSPECTS

Reinstated government subsidies for LCD TVs leads to reduced unit prices and slower volume decline

Despite declining unit prices, OLED TVs remains niche, attracting affluent consumers

Strongest declines for BD players and DVD players as consumers move to online digital content

COMPETITIVE LANDSCAPE

Retaining leadership of televisions, Panasonic loses ground to Sony

Computex allows consumers to see latest product launches from both major and smaller local brands

Consumers move online to find better deals after physically checking products in-store

CATEGORY DATA

Imaging Devices in Taiwan

HEADLINES

PROSPECTS

Increasing use of smartphones in social media age prompts players to capture consumers’ attention through internet-enabled digital cameras

Decline for digital camcorders although consumers continue to appreciate action devices

Internet retailing offers strong competition to store-based specialists

COMPETITIVE LANDSCAPE

Canon remains visible with sponsorship and concept stores

Increasing number of concept stores allows brands to connect with consumers in attempt to raise awareness and foster sales

Producers look to expand target market in addition to using social media to influence consumers

CATEGORY DATA

In-Car Entertainment in Taiwan

HEADLINES

PROSPECTS

Ongoing incentives to purchase new cars with pre-installed in-car entertainment continues to damage sales of in-dash media players and in-car speakers

Strong use of smartphones with GPS capabilities deepens decline for in-car navigation

Declining sales for car workshops pushes channel to offer free services

COMPETITIVE LANDSCAPE

Garmin strengthens leadership with second withdrawal of an in-car navigation brand

Local brands seek to gain ground through innovation

Seeing no strong potential in in-car entertainment, brands use expertise to expand into other areas

CATEGORY DATA