consumer electronics today and tomorrow - ifa berlin · source: gfk consumer life study 2018, gfk...

1© GfK April 26, 2019 | Technical consumer goods today and tomorrow

Consumer electronics

today and tomorrow

IFA Global Press Conference

26th of April 2019, Huelva

Markus Kick | Global Strategic Insights

2© GfK April 26, 2019 | Technical consumer goods today and tomorrow

Asia and Europe account for two thirds of the global turnover

Global retail market for smartphones, IT, TV & Audio: Regional split 2018

North America

€147bn +4% Asia-Pacific

€330bn +3%

Latin America

€55bn ±0% Middle East & Africa

€50bn +2%

Europe

€166bn +6%

Global

Turnover €749bn

Growth Rate +4%

Source: GfK Point of Sales Tracking and total market estimation incl. North America, based on a fixed currency exchange rate

3© GfK April 26, 2019 | Technical consumer goods today and tomorrow

Global market for smartphones, IT, TV & Audio: Segment performance 2018

Source: GfK Point of Sales Tracking, based on a fixed currency exchange rate

+2% +1% +2%

+37%

+14%

-2%

+5%

Smartphones Computing TV HeadphonesBluetoothSpeakers

Audio HomeSystems

Loudspeakersand Soundbars

Smartphones as the largest segment but smaller segments steal the show

Turnover

Growth

Turnover

Share65% 16% 16% 2% 1% 1% 1%

Smartphones Computing TV HeadphonesBluetooth

Speakers

Audio Home

Systems

Loudspeakers &

Soundbars

4© GfK April 26, 2019 | Technical consumer goods today and tomorrow

5 key themes drive the technical consumer goods market

Simplification PremiumBorderless

Shopping

Simplify recurrent

tasks

Smart

Voice Assistants bring

next level connectivity

Aspirational Products

express Identity

Pamper the “Me”

Shopping 24/7

everywhere

Omnichannel

Mobile shopping on

the rise

Performance

Enablement of rich

experiences

Manifestation via

high-end features

Developing

economies

High impact

Risk: Fluctuation

Maturing economies

expand regionally

Rich experiences delivered through

Impactfulfrom production to innovation

5© GfK April 26, 2019 | Technical consumer goods today and tomorrow

Rich experienced delivered through Performance

6© GfK April 26, 2019 | Technical consumer goods today and tomorrow

23%

24%

73%

TrueWireless

Multiroom

Soundbars

Performance as the enabler to deliver on the need for rich experience

53%

69%

74%

SSD

Full HDor better

PerformanceCPU

Value % 2018 vs 2016 (in grey)

24%

27%

31%

16MP+ Frontcamera

128+ GBStorage

6-7”displays

5%

46%

65%

OLED

55+ inch

4K

Performance

PC

TV

Audio

Source: GfK Point of Sales Tracking

7© GfK April 26, 2019 | Technical consumer goods today and tomorrow

Superior and immersive

gaming experiences

Mobility, design and lifestyle

in ultra thin form factor

Why would the consumer care?

Performance as the enabler to deliver on the need for rich experience

More pleasure in superior

picture quality format

Size matters and bigger is

better, when it comes to TVs

Capturing and sharing high

quality moments in life and

having fun on-the-go

Having enough storage to

take my world with me

Enjoying cinema-like sound

experience

Flexibility without constraints

Performance

PC

TV

8© GfK April 26, 2019 | Technical consumer goods today and tomorrow

Visual & sound as an ecosystem: TVs embedded in home sound system

and in smart home ecosystem

While the European TV market is stalling, sound solutions continue their upswing

Soundbars +23%

Multiroom

Speakers+76%

Sales Value

Growth 2015-18

Embedded in a Smart Home Ecosystem

TV sets +2%

17%

Attach Rate

with 40”+ TVs

9© GfK April 26, 2019 | Technical consumer goods today and tomorrow

Gaming notebooks as the main device but the hype goes well beyond computers

Source: GfK Point of Sales Tracking

Gaming as an ecosystem: From a niche market to an industry

+24% +2%+11%

+45%

+44%

+8%Gaming

Notebook

Gaming

Desktop PC

Gaming

Monitor

10© GfK April 26, 2019 | Technical consumer goods today and tomorrow

“ I have played games on a

computer in the past 30 days.

Source: GfK Consumer Life Study 2018, GfK Point of Sales Tracking

Gaming as an ecosystem: From a niche market to an industry

51%global respondents agreeing

$0.8bn

$1.9bn

$4.2bn

APAC excl. China Western Europe China

+32%

+14%

+29%Gaming NotebooksSales value and growth rate 2018

11© GfK April 26, 2019 | Technical consumer goods today and tomorrow

Rich experienced delivered through Borderless Shopping

12© GfK April 26, 2019 | Technical consumer goods today and tomorrow

Delivering on the experience of

borderless shopping is an opportunity

I. Want. It. Now.

13© GfK April 26, 2019 | Technical consumer goods today and tomorrow

24 25 25 26

Germany

2018

2017

2016

2015

31 34 36 38

Great Britain

4 4 5 6

Japan

Smartphones, IT,

TV & Audio online Share of online sales value %

15 16 18 21

Russia

20 22 26 31

China

3 5 713

South Africa

21 20 22 23

Brazil

“ I really need the shops and services I use

to be available at all times.

Source: GfK Consumer Life Study 2018, GfK Point of Sales Tracking

Delivering on the experience of borderless shopping is an opportunity:

Online growth slowdown in some countries → Omni-channel strategy needed

38%global respondents agreeing

14© GfK April 26, 2019 | Technical consumer goods today and tomorrow

Source: GfK Consumer Life Study 2018, GfK Point of Sales Tracking

Online promotional events set the sales peak agenda

Traditional

Christmas

Peak

Christmas

Peak

Black Friday

Peak

2013/14 2014/15 2015/16 2016/17 2018/192017/18

Black Friday

Peak

“Seasonal discounts trigger me to

make more online purchases.88%global respondents agreeing

Smartphones, IT, TV & AudioGermany, France, Italy, UK, Spain, Poland, Russia, Brazil

Sales Value

15© GfK April 26, 2019 | Technical consumer goods today and tomorrow

2015 2016 2017 2018

Black Friday growth mainly came from Click & Mortars, 70% offline share in 2018

Source: GfK Point of Sales Tracking

Black Friday year-on-year growth of retail channels:

Events born in the online sphere are becoming increasingly borderless

19%

69%

12%

Pure online player

Traditional retailer

online shop

Traditional retailer

+66%

+23%

+23%

Smartphones, IT, TV & AudioGermany, France, Italy, UK, Spain, Poland, Russia, Brazil

Sales Value

16© GfK April 26, 2019 | Technical consumer goods today and tomorrow

Developing economies

17© GfK April 26, 2019 | Technical consumer goods today and tomorrow

25%

7%

5%

10%

53%

High impact of fluctuating demand

Developing economies and their influence on the global smartphone market

FluctuatingImpactful

China

Brazil

Rest of

world

Regional sales unit share % Regional sales unit growth %

-35

-25

-15

-5

5

15

25

1Q

16

2Q

16

3Q

16

4Q

16

1Q

17

2Q

17

3Q

17

4Q

17

1Q

18

2Q

18

3Q

18

4Q

18

China BrazilDeveloped Asia

Western Europe

Source: GfK Point of Sales Tracking

18© GfK April 26, 2019 | Technical consumer goods today and tomorrow

Pre-acquisition2017 (unit %)

Post-acquisition2018 (unit %)

WE 1.2% 7.4%

CEE 0.6% 13.1%

China as the home of an increasing number of global brands

Developing economies and their maturing role:

From production economy to a significant global player

Export Acquisitions

China’s smartphone makers increasingly tap into

the international markets (2016: 31%)

Chinese MDA brands strengthen their footprint via

acquisitions with significant impact in Europe

40%Smartphone

production is

exported

Chinese MDA footprint

Source: GfK Point of Sales Tracking

19© GfK April 26, 2019 | Technical consumer goods today and tomorrow

Thank you.

Markus.Kick@GfK.com | www.GfK.com | TEMAX.GfK.com