Retail volume sales of in-car entertainment saw ongoing decline in 2019, maintaining a trend that persisted throughout the review period. According to China’s Ministry of Public Security, China had 250 automobiles at the end of June 2019, of which 198 million were private cars.
In-car navigation witnessed ongoing decline in 2019 as it continued to post by far the largest fall in volumes within in-car entertainment. Traditional navigation devices have been unable to meet the demands of drivers, who prefer to use free navigation apps, such as AutoNavi and Baidu Maps, on their smartphones.
Other non-grocery specialist retailers, including outlets such as automobile specialists and 4S dealer stores, remained the dominant distribution channel in in-car entertainment in 2019, as the majority of consumers continued to be inclined to turn to professionals at car workshops to install equipment such as in-car speakers and in-dash media players. However, the channel continued to see its volume share eroded at the end of the review period, primarily as a result of an ongoing increase in the share registered by internet retailing, which offers a broader product offer and competitive pricing.
Flyaudio Corp remained the largest player in in-car entertainment in 2019 thanks entirely to its strength in in-dash media players. The company reinforced its leading position in in-dash media players at the end of the review period through the launch of automobile brand-specific products and products offering new features, such as voice control, embedded internet connection and online streaming of media content.
Seeking to respond to a challenging market environment, in-car entertainment manufacturers are turning to the development of smart and connected in-car entertainment devices. Beijing UniStrong Science & Technology, for example, introduced smart rear-view mirrors combining navigation with media display.
The dramatic decline and extremely limited potential for development being seen in in-car navigation has caused leading players such as Beijing UniStrong Science & Technology and Shenzhen Careland Technology Co Ltd to stop production and withdraw from the category. The contraction of the product offer is likely to contribute to further category decline during the forecast period.
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This industry report originates from Passport, our Consumer Electronics market research database.