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- GfK Japan
Delivery date and time: 2021-02-19 16:10:00
GFK JAPAN (Tokyo: Nakano Ward) announced the sales trends in 2020 home appliances and IT markets based on sales performance data of leading home appliances and IT dealers nationwide* 1.
[Domestic home appliances retail market] 2020 home appliances retail market size from the previous year 2.It increased by 9%to 7.28 trillion yen. It was a year of the Corona's evil, but there was a demand for it, and as a result, it exceeded the previous year. By classification, in addition to AV -related products and IT -related products, small household appliances, which consist of housework, cooking, beauty, and health home appliances, were much higher than the previous year. AV -related products have been 10 years since the eco -point system, analog stops, and have been supported by the demand for replacement of television in recent years. IT -related products have been replacing PCs due to the end of Windows 7's support, and telework demand has also rose to expand the market. For small household appliances, the sales of cooking appliances increased due to so -called nesting demand, and special demand was seen in air purifiers and humidifiers as a countermeasure against corona. On the other hand, telephone -related products, mainly smartphones, were head -winds in the store in the spring's most demand, and the camera -related products were stopped by travel and events, and fell below the previous year. Internet sales were tracked by self -restraint, and the sales price grew more than 20 %. As a result, the composition ratio of Internet sales in the home appliance retail market rose by 3%from the previous year to 19%. [AV Market] The 2020 AV market exceeded the previous year's sales price due to the increase in the number of replacement demand for thin TVs, which is a major product, and the strong performance of the headphones/headset market, which has increased in demand for telework. The sales volume of thin TVs increased 12%year -on -year to 6.3 million units (Fig. 1). It seems that the demand for replacement of television purchased during the special demand due to the eco -point system and analog stops is increasing year by year, which has grown for the fourth consecutive year. In addition, the increase in television viewing opportunities in Corona's evil was also a tailwind. The sales volume of 4K TVs increased by 22%year -on -year, and the quantity composition ratio of flat -screen TVs rose 57%from the previous year. In addition, large screens have progressed, and the quantity configuration ratio of 55 inches or more among thin TVs has increased by 5%from the previous year to 23%. The average price without tax -free TVs increased by 4%from the previous year to 87,000 yen due to the growing sales of high -priced products such as 4K TVs and large -screen TVs.
Image: https: // Newscast.JP/ATTACHMENTS/DS3RX0PLZHLDRLMMZXTN.JPG Figure 1.Changes in the size of the thin TV market
The BD recorder was 2.1 million units as the same as the previous year.The sales volume of 4K Ultra HD playback models that can play software corresponding to 4K image quality increased by 39%year -on -year, and the quantity composition ratio increased from 20%in the previous year to 28%.The built -in model with a 4K tuner that supports not only playback but also recording has expanded from 8%of the previous year to 23%in the quantity configuration ratio.In addition, the quantity configuration ratio of models equipped with an HDD disc of 2TB or more was 37%from the previous year to 37%.Due to the expansion of high -priced products such as 4K compatible and large capacity, the average price of BD recorders excluding tax increased by 6%from the previous year to 48,000 yen.Headphones/headset*2 increased 9%year -on -year to 22.5 million.Completely wireless earphone*3 is 1 of the previous year.Four times, the quantity configuration ratio increased by 5%from the previous year to 21%. Above all, sales of products equipped with noise canceling functions that cancel external noise were performed well, and the quantity was 4 times the previous year, 1.7 million. The average price of the headphones/headset excluding tax rose 10%from the previous year due to the growth of completely wireless earphones and 6,300 yen. As a result, the sales price increased 21%year -on -year, far exceeding the previous year. [Telecom market] The mobile phone market in 2020 fell 6 % year -on -year to 27.5 million units (Figure 2). Of course, more than 90%of smartphones (including fabric) were down 3%to 25.5 million units, and feature phones fell 28%to 2 million units. The increase in the self -restraint mood due to the new Coronavirus epidemic and some holidays of consumer electronics retailers and mobile phone specialty stores affected. Since the start of commercial services for the next -generation mobile communication system "5G" in major carriers in March 2008, smartphones compatible with 5G have appeared sequentially. As a result, the quantity configuration ratio of 5G -compatible models in the smartphone market was 15%.
Image: https: // Newscast.JP/ATTACHMENTS/U7WOI7MW7YXL7JT5RSHM.JPG Figure 2.Changes in the mobile phone market size
Wearable terminal*4 increased 23%year -on -year to 2.4 million units. Smartwatch, which accounts for the majority of the market, increased by 42%, driving the market. Fitness trackers, which account for less than 30%of the wearable market, have increased by 36%. With the entry of new manufacturers, the low -priced lineup has been expanded at once. As a result of the expansion of low -priced products in fitness trackers, the average price excluding tax terminals dropped 13%from the previous year to 27,000 yen. [IT / Office Market] The IT / office market in 2020 was expanding demand due to teleworking, online classes, and government -led GIGA school concepts, but the end of the rush demand before the tax increase and the special demand for personal computers due to the end of Windows 7 support. The amount was lower than the previous year. PC*5 decreased 8%year -on -year to 17 million units from the previous year, but it was higher in sales compared to the past. The retail market grew 12%to 3.6 million units, which was a positive growth for the second consecutive year. The market for replays and demand for telework and online classes with the end of the New Year's Windows 7 support has supported the market. On the other hand, the reseller market fell 6%to 9.3 million units. Although it shrunk from the previous year, which was peaked in the demand for replace, sales grew rapidly from the fall due to the planning of the GIGA School plan. Tablet terminal*6 increased 39%year -on -year to 9.9 million units. In the reseller market, cultural demand was a tailwind, up 214%, but the retail market decreased by 8%. By communication method, the carrier line was reduced by 39%, but the SIM-free model, which had been shrinking, increased by 1%, and the Wi-Fi model increased by 28%. As a result, the quantity configuration ratio was 34%of the carrier line with 18%points from the previous year, 3%for SIM-free models, and 63%of the Wi-Fi model increased by 17%. When combined with a personal computer and a tablet device, the market increased 5%year -on -year to 26.9 million units (Figure 3). Despite the decrease in PCs from the previous year, the tablet -shaped device*7 rises by 66%by the above -mentioned cultural demand. The percentage of tablet -shaped devices, which accounted for the whole, accounted for more than half, 51%of 19%of the previous year.
Image: https: // Newscast.JP/ATTACHMENTS/VSOVOIIEZWLSOJCIMUE2.JPG Figure 3.Changes in PC+tablet market size
The retail market for printers and multifunction aircraft was 3.2 million units as the same as the previous year. Although the market has been reduced due to a decline in printing demand and the separation of New Year's cards, it maintained the same level of demand due to telework and home learning in the first half of the year. In the inkjet, the conventional cartridge type decreased by 4%year -on -year, while the ink tank type increased by 45%, and the quantity configuration ratio was 11%. [Imaging market] Digital cameras were down 41%year -on -year to 1.3 million units. With the expansion of the new colonovirus infection, events that triggered camera purchases, such as travel and school events, were self -restraining and reduced, significantly less than the previous year's sales. By type, compact cameras decreased by 44%year -on -year, single -lens reflex camera decreased by 49%, and mirrorless single -lens loses decreased by 30%. In each type, the average price of digital cameras excluding tax rose 21%from the previous year and 64,000 yen as a result. With the significant decrease in camera sales, the exchange lenses were 31%year -on -year to 400,000. SLR for single -lens reflex cameras down 46%year -on -year, and mirrorless SLRs for 18%decreased. The percentage of mirrorless single -lens, which account for the replacement lens, increased by 10%from the previous year to 63%from the previous year. [Household appliances market] In the 2020 Home Appliance Market, the home appliance market has promoted the replacement of large household appliances, which is relatively highly expensive for special fixed -rate benefits, and also sells small household appliances for expanding nesting demand due to self -restraint. Pushed up. The refrigerator was 4.6 million units as the same as the previous year. Sales in March-April fell down due to requests for self-restraint and an emergency declaration, but afterwards, the temperature exceeded normal, and it seems that the replacement has progressed due to the fact that it has led to a breakdown. It seems that the special fixed -rate benefits have also urged a replacement for a higher -performance model. Capacity class*8 Another quantity configuration ratio was 38%for small capacity (200L or less), 24%for medium capacity (201-400L), and 38%for large capacity (401L or more). The medium capacity increased by 2%from the previous year, and the large capacity reduced 2%points. Washing machines fell 1%year -on -year to 5.2 million units. Although it has shrunk since the previous year, it has exceeded 5 million for the third consecutive year. While the vertical type decreased by 3%, the drum type increased by 14%, which was strong. As a result, the quantity composition ratio for each type increased by 2%points from the previous year to 15%, the vertical type 82%, and the two -tank type 3%. With the expansion of the drum type, the quantity configuration ratio by washing capacity (laundry capacity 8 kg or more) was 48%of the 3%point expansion from the previous year, medium capacity (6 kg or more and less than 8 kg) and small capacity (less than 6 kg). ) Both were reduced to 26%. The average price excluding tax rose 6%from the previous year to 80,000 yen. The air conditioner increased 1%year -on -year to 9.3 million units (Figure 4). The sale in April, when an emergency declaration was issued, decreased significantly, but in May and June, the temperature has surpassed the temperature significantly over average in Japan. In July, the demand period, sales were sluggish due to unseasonable weather, but the market was boosted due to the intense heat and remaining heat. As a result, the number of units sold throughout the year exceeded 9 million for the third consecutive year.
Image: https: // Newscast.JP/ATTACHMENTS/KP3FGEZBS4J574FHUTW5.JPG Figure 4.Changes in the air conditioner market size
The vacuum cleaner was 8.1 million units as the same as the previous year (Figure 5).While the stick type increased by 6%year -on -year, the robot type continued to increase by 4%, the canister type decreased by 10%and the handy type decreased 14%.The shift in demand from canister type to stick type continues, and the quantity composition ratio of the stick type to vacuum cleaners has increased by 3%since the previous year, accounting for the first half of 50%.The cordless type, which sells stick -type sales, has increased by 10%year -on -year.In addition to the average price increase of the main type, the expansion of high -priced cordless sticks has increased the average price excluding tax from the previous year, up 5%from the previous year.
Image: https: // Newscast.JP/ATTACHMENTS/V5JHV8QQYDIRQWZQQFCR.JPG Figure 5.Changes in the vacuum cleaner market size
Annotation
* 1.Collect POS data from leading home appliances and IT dealers (consumer electronics retailers, general mass retailers, camera specialty stores, mobile phone specialty stores, online shopping, etc.) nationwide, and expand to the national market equivalent to the size of the national market based on statistical methods.Estimated*2.Headphones: earphones and headphones without microphones (stereo only), headset: earphone headphones with microphone (stereo monaural)*3.Completely wireless earphone: Equipped with Bluetooth with a completely independent left and right earphones*4.Wearable terminal: Equipment that collects life logs such as heartbeat and location information using the installed sensor, and has a computational ability in cooperation with smartphones*5.Windows 8/8.Including slate -type information terminals with 1/10*6.Tablet terminal: screen size 5.Slate -type information terminals equipped with a touch screen of 6 inches or more and equipped with lightweight OSs such as iOS and Android (not included terminals with call functions under 7 inches)*7."Tablet terminal" equipped with iOS and Android and Windows 8/8.Combination of slate -type PCs equipped with 1/10*8.Some new JIS display values are adopted by the JIS revision in 2015
