China Consumer Electronics Report Q4 2010.pdf
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1、Q4 2010 consumer electronics report issn 2040-9419 published by Business monitor international ltd. cHinA INCLUDES 5-YEAR FORECASTS TO 2014 Business Monitor International Mermaid House, 2 Puddle Dock, London, EC4V 3DS, UK Tel: +44 (0) 20 7248 0468 Fax: +44 (0) 20 7248 0467 Email: Web: http:/ 2010
2、Business Monitor International. All rights reserved. All information contained in this publication is copyrighted in the name of Business Monitor International, and as such no part of this publication may be reproduced, repackaged, redistributed, resold in whole or in any part, or used in any form o
3、r by any means graphic, electronic or mechanical, including photocopying, recording, taping, or by information storage or retrieval, or by any other means, without the express written consent of the publisher. DISCLAIMER All information contained in this publication has been researched and compiled
4、from sources believed to be accurate and reliable at the time of publishing. However, in view of the natural scope for human and/or mechanical error, either at source or during production, Business Monitor International accepts no liability whatsoever for any loss or damage resulting from errors, in
5、accuracies or omissions affecting any part of the publication. All information is provided without warranty, and Business Monitor International makes no representation of warranty of any kind as to the accuracy or completeness of any information hereto contained. CHINA CONSUMER ELECTRONICS REPORT Q4
6、 2010 INCLUDES 5-YEAR FORECASTS TO 2014 Part of BMIs Industry Report however, because much of the unit growth came from low-cost netbooks, there was continued pressure on average selling prices and margins. According to market research firm DisplaySearch, the average selling price of notebooks fell
7、by 10% in Q209 year-on-year (y-o-y) and that of netbooks by almost 30%. . China Consumer Electronics Report Q4 2010 Business Monitor International Ltd Page 17 BMI forecasts that computer hardware CAGR for the 2010-2014 period will be around 12%, with small and medium- sized enterprises (SMEs), small
8、er towns and rural areas driving growth, along with replacement of desktops with notebooks. More than 34mn computers are expected to be sold in China in 2010, driven by some key overall PC market drivers: The roll-out of 3G mobile services by Chinas mobile telecoms network operators, which will furt
9、her stimulate sales of netbooks and potentially of tablet computers; Government subsidy programmes that boost demand from the vast, under-penetrated rural areas. In addition to low incomes, vendors also face the challenges of geography and underdevelopment in Chinas vast rural hinterland, where vill
10、ages are often widely dispersed and far from the nearest large town. Vendors such as Lenovo and HP have been aggressively expanding their sales networks outside Chinas largest cities. The government hopes to stimulate the purchase of PCs and home appliances throughout the countrys rural regions, whe
11、re average annual per capita income is only US$700. The governments CNY4trn stimulus package has helped to improve consumer sentiment, particularly with subsidies for PC buyers in rural areas. According to government figures, as of August 2009, around 414,000 computers had been sold under the progra
12、mme, which provides a 13% subsidy for purchase of certain products. By some estimates, the programme had added more than 1mn computers to total 2009 PC shipments. While this was a relatively small portion of the total for the year, this development allowed vendors to build their distribution channel
13、s and presence in rural areas that have more growth potential. Chinas three main mobile telecoms network operators China Mobile, China Unicom and China Telecom have all launched 3G services and are offering subsidised netbook computers bundled with their mobile data packages. Prices of mobile broadb
14、and have continued to fall; China Mobile now offers a 500Mb data package for just CNY50 per month (US$5.60). As of Q309, China Mobile was offering subscribers a choice of around 27 different netbook models, all of which came preloaded with its 3G network. Computer Demand 2007-2014f China Consumer El
15、ectronics Report Q4 2010 Business Monitor International Ltd Page 18 Notebook sales were estimated to account for around 40% of China PC shipments in 2009. Notebook shipments were boosted by the popularity of netbooks, which comprised around 15% of the total notebook market, compared with less than 1
16、0% in 2008. Meanwhile, sluggish corporate and enterprise demand in 2009 saw the desktop market contract by a single-digit factor. Demand for lower-cost netbooks will be a key growth driver, with the promotion of 3G netbooks, bundled with newly launched domestic 3G services, helping to attract consum
17、ers. 3G netbooks were available in 2009 for less than CNY3,000 from service providers including a CNY2,100 service credit. It is estimated that more than 1mn netbook units could be sold through this channel in 2010. However, the netbook surge lost some momentum in the second half of the year. Sales,
18、 though initially promising, fell short of perhaps unrealistic expectations. Technical problems due in part to the rush to get products to market may have contributed to this issue, and many Chinese consumers did not seem to appreciate the smaller screens and less powerful performance compared with
19、a notebook. In addition, operators were paying up to CNY2,100 (US$309) per netbook unit in subsidy. By the end of the year, China Mobile was rumoured to be considering exiting the netbook business altogether and focusing its 3G business exclusively on handsets and dongles. This year has also seen th
20、e emergence of tablet notebooks, spearheaded by Apples iPad. In May, China Mobile announced that it was interested in selling the iPad, but an official release is likely to take some time, as it took the iPhone two years longer to reach the Chinese market than other countries. In the meantime, howev
21、er, unofficial and illegally imported versions of the iPad are widely available in China. It has been estimated that there are around 100,000 iPads in China, equivalent to about 5% of the total sold worldwide. The iPad supports simplified Chinese character input and local companies are busy developi
22、ng Chinese apps for the device. Chinese TV station Phoenix TV has released Chinese video content for the iPad, as well as a video-based app that is available from both its own store and the Apple apps website. Other Chinese vendors are expected to follow Apple in releasing net tablet devices, which
23、have a form factor between the size of a smartphone and a netbook. Copycat devices are already available on the local market for a far lower cost than the US$500 upwards required to purchase an iPad. Indeed, some are more than simply clones of the Apple device, and versions that run off Android and
24、Symbian operating system clones are likely to arrive with low prices and China-specific content. China Consumer Electronics Report Q4 2010 Business Monitor International Ltd Page 19 Tablet PCs are not a new form factor but are now being designed to appeal to consumers who find a smartphone inconveni
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