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1、Q1 2012 consumer electronics report issn 2040-9486 published by Business monitor international ltd. tAiWAn INCLUDES BMIS FORECASTS Business Monitor International 85 Queen Victoria Street London EC4V 4AB UK Tel: +44 (0) 20 7248 0468 Fax: +44 (0) 20 7248 0467 Email: Web: http:/ 2012 Business Monitor
2、 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 or by any means g
3、raphic, 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 from sources bel
4、ieved 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, inaccuracies or om
5、issions 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. TAIWAN CONSUMER ELECTRONICS REPORT Q1 2012 INCLUDES
6、5-YEAR FORECASTS TO 2016 Part of BMIs Industry Report set to recover again after 2010, driven by continuing demand for notebooks and mobile phones, as well as wireless equipment and terminals and other hardware. ? Government support for electronics and semiconductor manufacturing, with a strategic p
7、lan being implemented to upgrade the industry. ? The integrated circuit (IC) industry is distinguished by its vertical integration, with a complete chain including design, manufacturing packaging and testing. ? Strong manufacturing links with mainland China, where costs are still cheaper (though ris
8、ing). ? Strong advanced technological capabilities with leading semiconductor company Taiwan Semiconductor Manufacturing Company recently announcing the first foundry 40nm manufacturing process. Weaknesses ? Small domestic market makes Taiwan vulnerable to fluctuations in global demand. ? In many wa
9、ys Taiwan is a victim of its own success in product areas such as notebooks, which are now mature product markets. ? Strong competition from South Korea, China and other markets in the region that have become more cost competitive. Opportunities ? Government initiatives to put the semiconductor and
10、solar energy industries on a long- term path to renewed viability, by subsidising research and development (R e/f = BMI estimate/forecast Taiwan Consumer Electronics Report Q1 2012 Business Monitor International Ltd Page 25 Industry Developments Taipei-Beijing Tariffs Agreement Taiwan and Beijing we
11、re reportedly on track to sign a tariff-reducing agreement in early 2010. If the deal goes ahead, it would confirm the steep trajectory of improving relations between the two sides of the Taiwan straits following the election of the Kuomintang government. Already, more than one-third of Taiwanese ex
12、ports go to mainland China, a large part of that is electronic components and equipment destined for Chinese factories, before finished electronics products are exported to markets worldwide. The agreement would be expected to accelerate the already pronounced trend for Taiwanese manufacturers to lo
13、cate manufacturing operations on the mainland and would bring Taiwan further under Chinas economic influence. China Investment Restrictions Under Review Meanwhile, in Q409, the Taiwanese government was reportedly reconsidering a regulation that forbids Taiwanese manufacturers from producing high-tec
14、h LCD panels in the China mainland. The government planned to hold cross-Strait ministerial meetings in Q4 to review restrictions on Taiwanese companies with investments in China, including those on chip and flat-panel manufacturing. Foreign vendors such as Samsung and Sharp have increasingly transf
15、erred production of these products to China. Bandit Handset Crackdown In July 2009 Taiwans National Communications Commission (NCC) announced it was toughening its regime of targeting domestic sales of uncertified handsets. The NCC said those who sell illegally imported handsets could face a fine of
16、 TWD30,000-300,000 for violations. Individuals who purchase mobile phones overseas can bring no more than five of them into Taiwan at one time. In June the NCC launched inspections to crack down on sales of what are known locally as bandit mobile phones. The illegal handsets, often fake versions of
17、brand-name handsets made in China, are widely available in Taiwan. Signs Of Recovery In 2009? In early 2009 there were signs that the semiconductor sector may have reached a turning point, particularly for memory chips and that a rebound could be possible in H209. This would largely be due to supply
18、 side restructurings, with leading South Korean manufacturers such as Hynix cutting production significantly in 2008. A similar restructuring is occurring in the Taiwanese industry and given the supply- driven nature of the semiconductor market, such actions have the potential to offset demand weakn
19、ess. In the flash memory segment, NAND prices were trending upwards in Q109 and this was expected to continue even if the rate of increase slows. DRAM prices were still relatively unchanged in early 2009, but the chances seemed good that earlier investment cuts and run-down of retail inventories cou
20、ld make a recovery likely from Q309. Taiwan Consumer Electronics Report Q1 2012 Business Monitor International Ltd Page 26 There were also positive signs elsewhere, particularly in the computer segment. Hon Hai Precision Industry, the largest electronics manufacturing services (EMS) provider, report
21、ed a 24.3% quarter-on- quarter (q-o-q) rise in revenues in March 2009 to TWD102.9bn, reversing the decline of the preceding months. Other Taiwanese PC makers such as Acer and Asustek posted solid double-digit revenues growth in March. Key factors in the recovery of PC demand include the Chinese gove
22、rnments recently launched rural computer subsidy programme. Government Response To The Economic Slowdown Meanwhile, the Taiwanese government hopes to use the crisis as an opportunity to encourage the industry to move upscale through development of R Sources: 2 National Statistics Of Taiwan, BMI. 3 B
23、MI Calculation; 4 World Bank/UN/BMI. Taiwan Consumer Electronics Report Q1 2012 Business Monitor International Ltd Page 30 Competitive Landscape Computers ? Asustek beats flat local market, with 15% growth in notebook sales in H111 ? Quanta Computer, Compal Electronics, Wistron, Inventec and Pegatro
24、n account for more than 90% of Taiwanese computer shipments Most Taiwanese industry computer production is on a contract basis, with five Taiwanese manufacturers Quanta Computer, Compal Electronics, Wistron, Inventec and Pegatron (formerly Asustek) often shipping in the region of over 25,000 noteboo
25、k units per quarter, more than 90% of all shipments. In 2010, Taiwanese leader Acer was the second largest global PC vendor by shipments. The company claimed global growth of 13.8%, and a worldwide PC market share of 12.9%, behind US rival HP. In the past few years, Acers global rise has been fuelle
26、d by its success in the netbook segment. However, with the rise of tablets, the company has been forced to contemplate a change of direction. Acer originally said that it did not expect tablets to impact on the PC market and that it had no plans to produce them. However, Acer has announced plans to
27、produce seven-inch and 11-inch tablets in 2011. Acer will continue to produce netbooks but will gradually phase out some models. In the first quarter of 2011, Acer reported that domestic market demand for its tablets was strong. The company hoped to establish its products in the market before the Ta
28、iwanese launch of Apples iPad2. Meanwhile, fellow Taiwanese PC leader Asus, ranked the fifth-largest global PC maker in 2011, up from fifth in 2010, also performed well in its local market in H111. The company beat a stagnant local notebook market to report growth in notebook and netbook sales of 15
29、% in Taiwan. Asus also planned to launch its own tablet notebooks in 2011. The vendors Eee PC netbooks have been popular with local consumers and in 2011 Asus also launched a special edition of N-series notebooks, with graphics and music by Mando popstar Jay Chou. In July 2011 there were reported sa
30、les of about 1,000 N-series units in Taiwan since its launch in June. In 2010 Asustek Computers revenues grew 29% over the previous year. Like Acer, the company has profited from taking a leadership position in the netbook segment, where its Eee-PC was an early category leader. Netbooks accounted fo
31、r 16% of the companys revenues in 2010, and notebooks, 56%. Asus global notebook shipments grew 60% in 2010. However, tablets, which comprised only a small part of Asus sales in 2010, are expected to be more significant in 2011.In 2011 Apples iPad continued to dominate local tablet sales, with about
32、 53% of local shipments. However, in Q111 Asus unveiled tablet products such as the Eee Pad Slider, and the company hoped to sell 1.5mn to 2mn tablets in 2011 and win about 40% of the non-iPad tablet market, up from a previous target of 10%. The iPad had comprised more than 90% of Taiwan market tabl
33、et sales in 2010. Asus expects that it will sell about 80% of its tablets through distributors and 20% through telecoms operators. Taiwan Consumer Electronics Report Q1 2012 Business Monitor International Ltd Page 31 In March 2009, Taiwans five major PC manufacturers reported a strong increase in re
34、venues, reversing the decline of previous months. Hon Hai, the largest EMS manufacturer, reported a 24.3% rise in revenues in March on the previous month. The trend was fuelled by large orders from global brands such as HP, Sony, Dell and Apple, with Hon Hais reputation for cost management making it
35、 well positioned to win orders during the current downturn. The company predicted a 10-15% rise in revenues in Q209 over Q109. Meanwhile, leading Taiwanese vendors Acer and Asustek posted growth of more than 30% in March, while Quantum and Wistron were also in double-digit m-o-m growth territory. In
36、 Q209, Quanta, the worlds largest contract PC manufacturer, reported a 2.6% decline in Q2 net profits, but said it expected the release of Microsofts Windows 7 operating system to increase its notebook shipments in H209. Table: Major PC Makers Sales March 2009 March Revs, TWDbn Monthly Growth Annual
37、 Growth Hon Hai 102.8 2.43% -1.2% Acer 42.4 37% 23.9% Asustek 18.6 37.9% -18.2% Quanta Computer 63.4 27.9 -16.5% Compal Electronics 43.57 14% 21.7% Wistron 46 40.3% 31.% Inventec 33.9 10.6% 55.4% Source: Institutional investors, BMI Taiwanese manufacturers have also built a strong position in the lo
38、w-price mini PC market, which is emerging as a key PC market driver for the next few years. Acer and Asustek brands are among the leaders. In the domestic PC market, HP is currently the number one brand and the company also has about 50% of the laser and inkjet printer markets in Taiwan. HP is expec
39、ted to introduce five new models on netbook PCs in H209, providing a boost to its main contract manufacturer Inventec. Taiwan Consumer Electronics Report Q1 2012 Business Monitor International Ltd Page 32 Handsets ? Nokia is the Taiwanese handset market leader, with an estimated 25% share of volume
40、sales ? HTC sees local market share increase on back of new Summer 2010 smartphone releases Samsung has moved into a leadership position in the Taiwan handset market in terms of volume shipments, displacing previous leader Nokia. In June 2011 Samsung accounted for 22% of volume handset sales, with a
41、 10% lead over Nokia at 20%. Other leading vendors included local vendor HTC, Sony Ericsson, and iPhone maker Apple. In terms of sales value, in 2011 Taiwan vendor HTC moved into a leadership position in the Taiwan handset market. HTC maintained top spot in each of the first six months of the year.
42、In June 2011 the vendor reported a market share of 28%. In 2010 Nokia had a Taiwan market volume share of about 25%, making it the handset shipments market leader, ahead of Samsung and Sony Ericsson. However, Samsungs share was rising and the vendor aimed for a 30% share of the Taiwanese handset mar
43、ket in 2010 and to unseat Nokia as the number one brand. Meanwhile, rival South Korean vendor LG has seen its Taiwanese market presence grow steadily, with a market share of about 10% in 2010, up from 6.2% in 2008 and 3.3% in 2007. In H110 Nokia continued to be the leader in Taiwans handset market,
44、with a market share estimated at about 25%. According to distributor statistics, in July 2010 Nokia claimed a 25.8% share of Taiwan handset shipments ahead of Samsung, which was in second place with a 22.1% share. Sony Ericsson was third with 17.2% and was followed by LG with 9.4%. Local electronics
45、 manufacturing giant HTC was in fifth place, according to the data, with a 4.9% share.HTC enjoyed a higher share of revenues, accounting for 11.5% of sales by value, according to the distributor data. In Q211 HTC set a target of leveraging growing sales in the smartphone market into record quarterly
46、 revenues, which the company forecast would reach NT$120bn, double that a year ago. The company already has a bigger capitalisation than Nokia, which is struggling. HTCs 2010 sales had been boosted by the release of a series of popular smartphones such as Legend, Desire and Smart. The company expect
47、ed this factor to drive its share even higher in August 2010. However the leader in terms of value was reportedly Sony Ericsson, with a 25% share, ahead of Asian rival Samsung with 19%. Meanwhile, iPhone maker Apple took only a 2.3% share of sales volume, but sales value kept it in sixth place. In 2
48、009, Taiwanese operators were engaged in talks with Chinese counterparts such as China Telecom and China Mobile on potential joint procurement of mobile handsets. Taiwans companies hoped to bring more Taiwanese suppliers into the supply chains of their Chinese counterparts, which spend billions of d
49、ollars on mobile phones each year. China Mobiles annual procurement alone is in the region of US$3bn. Asia Pacific Telecom was in talks with China Telecom on joint procurement of CDMA2000 Taiwan Consumer Electronics Report Q1 2012 Business Monitor International Ltd Page 33 mobile phones, while Far EasTone Telecom was planning to jointly purchase handsets with China Mobile, which is waiting for approval to acquire shares in Far EasTone. High-end PDAs and smartphones