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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 consumers. 3G netbooks were available in 2009 for less than CNY3,000 from service providers including a C
