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CE China Daily 2018 - Day 1 Edition

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DAY 1<br />

THURSDAY<br />

3 RD MAY <strong>2018</strong><br />

By Cleverdis,<br />

the publisher of<br />

IFA International<br />

BUYERS’ GUIDE<br />

IN-EAR<br />

HEADPHONES<br />

East Meets West<br />

<strong>CE</strong> <strong>China</strong> brings the best of global manufacturers<br />

together with Asian distribution<br />

SOUND<br />

IDEAS: LOUD<br />

& CLEAR!<br />

According to GfK Asia, for<br />

2017, wireless headsets<br />

grew 64% year-on-year,<br />

earbuds took off in 2017,<br />

growing over 1,000%<br />

(from a very small base).<br />

Read all about the latest<br />

trends in the in-ear<br />

headphone market.<br />

Read page 8<br />

Jens Heithecker<br />

IFA Executive Director<br />

& Messe Berlin Vice-<br />

President<br />

Read page 5<br />

Welcome to the third<br />

edition of <strong>CE</strong> <strong>China</strong>, the<br />

show designed to unite<br />

global brands with Chinese<br />

retailers who are keen to<br />

bring new products to their<br />

customers.<br />

Besides one of <strong>China</strong>’s<br />

most successful retailers<br />

Suning, Tmall/ Alibaba<br />

and JD.com are among<br />

the official partners for <strong>CE</strong><br />

<strong>China</strong> <strong>2018</strong>. These retail<br />

giants offer international<br />

brands a full range of<br />

services, simplifying access<br />

to the Chinese market.<br />

Based on the concept of<br />

the world’s most successful<br />

technical consumer goods<br />

trade show, IFA Berlin,<br />

<strong>CE</strong> <strong>China</strong> focuses on<br />

comprehensive cooperation<br />

with leading trade groups,<br />

strong global industrial<br />

partners, and the emotional<br />

presentation of innovative<br />

branded products. “The<br />

foundation of <strong>CE</strong> <strong>China</strong> on<br />

the same solid backbone as<br />

THE<br />

FOUNDATION<br />

OF <strong>CE</strong> CHINA<br />

ON THE<br />

SAME SOLID<br />

BACKBONE<br />

AS IFA BERLIN<br />

(…) CREATES<br />

A VERITABLE<br />

SOUR<strong>CE</strong> FOR<br />

BUSINESS.<br />

IFA Berlin gives the show a<br />

unique proposition, setting<br />

it apart from all others,<br />

and creates a veritable<br />

source for business”, said<br />

Jens Heithecker, <strong>CE</strong> <strong>China</strong><br />

Chairman and IFA Executive<br />

Director.<br />

<strong>CE</strong> <strong>China</strong> is designed to be<br />

the premier trade show for<br />

consumer electronics and<br />

home appliance brands in<br />

<strong>China</strong>.<br />

NEWS<br />

TRADE TALK<br />

Gerard Tan<br />

Commercial Director,<br />

GfK Asia<br />

There are a number<br />

of young people who<br />

have a smartphone<br />

but no credit card at<br />

all.<br />

» Read page 3<br />

Vladan & Daniel<br />

Rojnik<br />

Joint Managers, Gypi SPRL<br />

Our customers<br />

will say, “I want this<br />

brand, this product<br />

and this quantity”.<br />

That’s how we are<br />

working in the Asian<br />

markets. They ask us<br />

for different products<br />

and we check what<br />

we can offer.”<br />

» Read page 4


PREFA<strong>CE</strong><br />

PREFA<strong>CE</strong><br />

Richard Barnes<br />

<strong>CE</strong> <strong>China</strong> - Bringing<br />

Brands Together<br />

with Retailers<br />

The third edition of <strong>CE</strong> <strong>China</strong> opens its gates today with<br />

great prospects for industry networking and education.<br />

Today, this “global IFA event” provides a day full of market<br />

insights as visitors have the opportunity to experience a<br />

wide range of presentations at the newly introduced IFA<br />

Retail University @ <strong>CE</strong> <strong>China</strong>. Executives and experts of<br />

international consumer electronics and home appliances<br />

brands will give concise 20-minute power-briefings about<br />

market trends, technological advancements, and latest<br />

products.<br />

IFA Retail University is designed to provide international<br />

brands with maximum attention from Asian retailers.<br />

Chinese retail giant Suning, partner of <strong>CE</strong> <strong>China</strong>, coinitiated<br />

the new format, which has been developed to<br />

make even better use of the growing demand of especially<br />

Chinese middle class for international brand products.<br />

Besides Suning, major Chinese retailers Tmall/Alibaba and<br />

JD.com are among <strong>CE</strong> <strong>China</strong>’s official partners in <strong>2018</strong>.<br />

Kicked off by an analysis and overview over latest markets<br />

trends by one of the leading market research companies<br />

GfK, IFA Retail University hosts a number of global brands<br />

including Huawei, Yamazoki, Severin, Blaupunkt, Elgato,<br />

CASO Design and Fakir<br />

<strong>CE</strong> <strong>China</strong> <strong>Daily</strong> is a CLEVERDIS Publication<br />

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Information presented in this publication is purely indicative in order to illustrate subjects contained therein. No guarantee<br />

can be given as to the accuracy of data or content at time of printing and thus the latter should not be used for professional<br />

or commercial ends. While all efforts have been made as to accuracy and pertinence of content and data contained in this<br />

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and/or belong to companies which are their respective proprietors. The publishers and editorial staff decline all responsibility as<br />

to opinions formulated in this publication by those interviewed or cited therein. Their opinions are entirely their own, and are<br />

included with the understanding that they contain, to our knowledge, no malicious intent. The inclusion of all texts, photographs<br />

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actual results could differ materially from the expectations outlined in these statements. Cleverdis assumes no obligation and<br />

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Photo Credits and Copyright: All Rights Reserved.<br />

Midea and KUKA Announce<br />

Roadmap for Robotics and<br />

Automation in <strong>China</strong><br />

The Midea-KUKA Smart<br />

Manufacturing Industry Park<br />

Established in Guangdong, marks the<br />

era of “Smart Manufacturing” in the<br />

Greater Bay Area in <strong>China</strong>.<br />

The launching ceremony of the<br />

Guangdong Intelligent Manufacturing<br />

Innovation Demonstration Park<br />

and Sino-German Intelligent<br />

Manufacturing International<br />

Cooperation Demonstration Zone and<br />

the concurrent ground-breaking event<br />

of Midea-KUKA Smart Manufacturing<br />

Industry Park took place in Shunde on<br />

March 28, <strong>2018</strong>.<br />

The Vice-Governor of Guangdong<br />

Province, Chen Liangxian, the<br />

Director of Investment Promotion<br />

Agency of the Ministry of Commerce,<br />

Liu Dianxun, the Secretary of CPC<br />

Foshan Municipal Committee, Lu Yi,<br />

Midea’s Chairman & <strong>CE</strong>O, Paul Fang<br />

and Dr Till Reuter, <strong>CE</strong>O of KUKA AG<br />

as well as senior management from<br />

both companies, attended this major<br />

event.<br />

Midea, together with KUKA, have<br />

announced that with the former’s<br />

investment in the latter’s business<br />

activities in <strong>China</strong>, both parties have<br />

decided to set up three separate<br />

joint ventures with the vision<br />

to ultimately boost a fast and<br />

comprehensive growth in the<br />

automation business. Both parties<br />

will work to expand the businesses<br />

of industrial robots, healthcare<br />

and warehouse automation, and<br />

offer customised products and<br />

solutions in response to the fastgrowing<br />

demands in smart<br />

manufacturing, smart healthcare and<br />

smart logistics in the <strong>China</strong> market.<br />

The respective shareholders, Midea<br />

Group and KUKA Aktiengesellschaft,<br />

will each have a stake of 50% in the<br />

joint venture company.<br />

On this very first occasion where the<br />

group has announced its development<br />

strategy since its acquisition of KUKA,<br />

the companies outlined the common<br />

roadmap for KUKA robotics business<br />

in <strong>China</strong>.<br />

“With the joint ventures, we are<br />

now concretising our growth plans in<br />

<strong>China</strong>, thereby securing global success<br />

for KUKA,” said Dr Reuter. “KUKA<br />

and Midea complement each other<br />

very well. The merger brings us closer<br />

to our goal of becoming the No. 1 in<br />

<strong>China</strong>”<br />

Dr Till Reuter<br />

<strong>CE</strong>O of KUKA AG<br />

Ground breaking ceremony<br />

at new Smart Manufacturing plant<br />

2


NEWS<br />

A NEW ERA<br />

OF GROWTH<br />

AT SEVERIN<br />

Severin arrives at <strong>CE</strong> <strong>China</strong> this<br />

year with a “new look” board of<br />

management and ownership.<br />

Gerard Tan<br />

Commercial Director, GfK Asia<br />

APAC a Key Driver<br />

of Global <strong>CE</strong> Markets<br />

GfK’s Gerard Tan was one of the<br />

“main acts” at the recent IFA Global<br />

Press Conference in Rome. In his<br />

presentation, he explained that<br />

in Asia, the consumer is “hyperconnected”.<br />

We are moving towards<br />

an era in which consumers today,<br />

especially Asian consumers, really<br />

embrace the connected lifestyle in<br />

everything they do.<br />

GfK has been looking at how consumers use<br />

their smartphone when shopping around<br />

the world, and found that in Asia Pacific,<br />

the percentage was particularly high. 90%<br />

of consumers in <strong>China</strong> use their smartphone<br />

to help them do their shopping. Brands are<br />

thus customising their marketing, keeping<br />

this in mind, and it’s even affecting the way<br />

products are rolled-out and presented. Even<br />

baby boomers, aged approximately from 53<br />

to 71, now use their mobile phone as the<br />

first source of information before shopping,<br />

and it goes without saying that Gen Y and<br />

Gen Z are leading the charge. The majority of<br />

them don’t even have credit cards, but most<br />

of them will be carrying a mobile phone.<br />

According to Tan, there is a link between<br />

the consumers across Asia-Pacific, in that<br />

among the younger generation, 90% own<br />

smartphones, but only 69% hold credit<br />

cards or charge cards: “There are a number<br />

of young people who have a smartphone<br />

but no credit card at all. And they do three<br />

things: they explore, the research and they<br />

purchase; and they want to do these three<br />

things whenever and wherever they are.<br />

Here, <strong>China</strong> and India are way ahead of<br />

the curve. 70% of all the consumers we<br />

surveyed also agreed that these three things<br />

are fundamentally part of what they do<br />

almost every week. This has resulted in the<br />

skyrocketing of eCommerce – online sales.<br />

This has grown to US$46bn in APAC – and<br />

I am just talking about eight markets. That<br />

breaks down to US$31bn in smartphone<br />

sales, US$7bn for TVs and US$8bn for major<br />

appliances. So, going to a shop, and then<br />

making the purchases online, is becoming<br />

very common in APAC.”<br />

Sales of biometric enabled smartphones are<br />

growing fast, and another new phenomenon<br />

is a surge in sales of smartwatches with NFC<br />

– as a “mobile wallet”. In terms of value,<br />

Tan says we are now up to around half of all<br />

sales – a growth of 22% over the previous<br />

year.<br />

With a rapidly expanding consumer base,<br />

Asians are tech savvy consumers. Data<br />

shows that Asians are spending more and<br />

more across all major tech devices. Asia is<br />

hungry for new technology – with its rapidly<br />

expanding middle class. The continent<br />

is embracing mobile payments, fuelling<br />

opportunities for omni-channel, and Asia<br />

is making AI more affordable, with high<br />

adoption rates, and <strong>China</strong> leading the way<br />

In 2012, Rudolf Schulte took over all company<br />

shares as part of a restructuring and, together<br />

with partners with the start-up of SEVERIN<br />

Floorcare GmbH, successfully entered the<br />

segment of electrical floor care appliances. In<br />

2014, the Knauf family became shareholders in<br />

SEVERIN Elektrogeräte GmbH, and today, the<br />

Knauf family has taken over all shares of the<br />

Schulte family.<br />

SEVERIN, as a leading German manufacturer<br />

and supplier of small electrical appliances, has<br />

been successfully active in <strong>China</strong> since 1995,<br />

as well as its parent plant in Sundern, with a<br />

100% own production plant. In addition, the<br />

company expanded its export activities to more<br />

than 90 countries around the world, including<br />

its own distribution companies in Sweden, the<br />

Netherlands, France, Spain, Italy, Poland and<br />

Hong Kong.<br />

Henceforth, the company is managed by<br />

Christian Strebl and former commercial director<br />

Ulrich Cramer. In the summer of 2017, Mr.<br />

Strebl assumed responsibility for the overall<br />

sales and marketing activities of SEVERIN<br />

Elektrogeräte GmbH and thus for the SEVERIN<br />

brand business. As part of the realignment, he<br />

has now been appointed as Managing Director<br />

responsible for Sales, Marketing and Product<br />

Management<br />

Christian Strebl<br />

New Managing Director, SEVERIN<br />

Elektrogeräte GmbH<br />

<strong>CE</strong> <strong>China</strong> <strong>Daily</strong> • Thursday 3 rd May <strong>2018</strong><br />

3


TRADE TALK<br />

WE HAVE TEN OR TWELVE<br />

DIFFERENT CUSTOMERS<br />

ALREADY IN THE REGION, AND<br />

ARE LOOKING TO GROW THAT<br />

THANKS TO CONTACTS THIS<br />

YEAR AT <strong>CE</strong> CHINA.<br />

Vladan and Daniel Rojnik<br />

Joint Managers, Gypi SPRL<br />

Gypi Makes Inroads to Asia<br />

Exclusive Interview - Vladan and Daniel Rojnik – joint managers – Gypi SPRL<br />

Based in Brussels, Belgium, GYPI SPRL was founded in 1989 to<br />

facilitate group purchases for our various affiliates. We spoke<br />

to Vladan and Daniel Rojnik about their company’s aspirations<br />

in Asia.<br />

Today, Gypi is primarily a European<br />

distributor of branded consumer<br />

electronics, and also, we started<br />

around ten years ago exporting to<br />

other areas all over the world – in<br />

Asia, the USA, the Middle East and<br />

so on. We have good sources for<br />

all kinds of consumer electronics<br />

products. Three years ago, we also<br />

started exporting to <strong>China</strong>, Hong<br />

Kong and other parts of Asia. We<br />

exhibited at <strong>CE</strong> <strong>China</strong> in 2016, and<br />

are back in <strong>2018</strong>. The main target<br />

is to increase our cooperation and<br />

exports in Asia, mainly to internet<br />

shops, supermarket chains and so<br />

on, supplying them with consumer<br />

electronics. We already work in<br />

<strong>China</strong>; we started working in <strong>China</strong><br />

around a year and a half ago, as<br />

well as Japan, and more recently<br />

Singapore. We have ten or twelve<br />

different customers already in the<br />

region, and are looking to grow that<br />

thanks to contacts this year at <strong>CE</strong><br />

<strong>China</strong>.<br />

What kinds of electronics are you<br />

mainly dealing with?<br />

Mainly home electronics and kitchen<br />

appliances. Not AV, except some<br />

high-level products like Sennheiser,<br />

JBL etc. Today the highest volume<br />

is mainly focussed in the fields of<br />

health care, kitchen appliances,<br />

kitchen robots, vacuum cleaners,<br />

etc.<br />

Do you have any “star products”<br />

that you distribute?<br />

To be honest, we mainly work on<br />

request. Our customers will say,<br />

“I want this brand, this product<br />

and this quantity”. That’s how we<br />

are working in the Asian markets.<br />

They ask us for different products<br />

and we check what we can offer.<br />

Consequently, we don’t have<br />

any “star products” or best seller<br />

products. Models and assortments<br />

are also changing all the time. What<br />

is important is that we don’t offer<br />

refurbished products, end-of-life<br />

products or damaged products. All<br />

the products are really brand new,<br />

coming from the main producers<br />

in the industry. It’s not a stocklots<br />

business or one-shots. We<br />

organise regular deliveries, of course<br />

depending on availability, as we can<br />

get shortages on some products as<br />

can happen anywhere. It’s brand<br />

new products, quickly available –<br />

let’s say within one to two weeks<br />

maximum, and we are also able to<br />

make forecasts. We have a number<br />

of customers for whom we do<br />

forecasts for the coming months.<br />

Could we say you are a kind<br />

of “catalyst” between the<br />

Asian buyers and European<br />

manufacturers?<br />

We are kind of like a centralised<br />

European purchasing office. We<br />

also work with a very broad variety<br />

of products – not only consumer<br />

electronics, such as suit cases,<br />

luxury products etc. Of course, our<br />

organisation is made and works 90%<br />

in <strong>CE</strong>, but we also have sources and<br />

contacts in other product categories.<br />

We can even buy cosmetics! It’s not<br />

a daily business for us, but we are<br />

able to supply any kinds of products<br />

except for fresh foodstuffs<br />

Your preferred companion at<br />

the world’s top TCG trade event...<br />

ifa-international.org<br />

4


EXCLUSIVE INTERVIEW<br />

IT’S LIKE HAVING ANOTHER HAND<br />

IN THE CHINESE MARKET, GETTING IN<br />

CONTACT WITH, AND SHAKING THE HANDS<br />

OF ALL THE MAJOR MOVERS IN THE<br />

CHINESE MARKET<br />

Jens Heithecker<br />

IFA Executive Director<br />

& Messe Berlin Vice-President<br />

The Right Contacts, the Right Ideas<br />

Exclusive interview: IFA Executive Director and Messe Berlin Vice-<br />

President Jens Heithecker<br />

The success of a trade<br />

show such as <strong>CE</strong> <strong>China</strong> can<br />

be measured by its “Key<br />

Performance Indicators”. But<br />

just what are the KPIs for this<br />

show? We put the question to<br />

Jens Heithecker.<br />

It’s not a usual KPI for us to have<br />

more and more and more visitors.<br />

That’s more or less easy in <strong>China</strong>. You<br />

can go to the universities and fill the<br />

room. The idea is really to get high<br />

quality trade visitors combined with<br />

public who are really interested in<br />

new technology. It’s not about mass,<br />

or the largest number, it’s all about<br />

the right number. It means we try<br />

to measure how many retailers we<br />

address, how many retailers we have<br />

in the room, and the atmosphere<br />

between the retail and the brands.<br />

That’s not directly measurable, but<br />

it’s a kind of KPI. One must also not<br />

forget the coverage of new products<br />

of the industry in the market. That’s<br />

the next step, because whenever we<br />

bring the industry together with the<br />

retailers, the products have been<br />

shifted from the manufacturing<br />

sites to the retail sites, but how<br />

does the consumer know there are<br />

new products? We have to help and<br />

support the industry with promotion<br />

for the products by this incomparable<br />

media effect a trade show as a<br />

neutral platform for industry can<br />

have, and it’s this combination that<br />

determines the success of the event<br />

in my view.<br />

In <strong>China</strong>, there are other specific<br />

points about which we have to<br />

be aware. Developing the right<br />

contacts, networking with the right<br />

people from the industry, from the<br />

retail, from the media, that’s much<br />

more important for us. That’s our<br />

valuable and very fragile KPI for<br />

the next editions. In a couple of<br />

years, when the growth accelerates,<br />

it might shift, and will shift into<br />

different directions, but not yet.<br />

How do IFA and <strong>CE</strong> <strong>China</strong><br />

complement each other?<br />

It’s about connecting the networks<br />

on both sides, getting access to<br />

the Chinese market even from the<br />

Berlin side. It’s like having another<br />

hand in the Chinese market, getting<br />

in contact with, and shaking the<br />

hands of all the major movers in the<br />

Chinese market for IFA in Berlin. On<br />

the other side, it’s our blood, our<br />

knowledge we bring in.<br />

What can European retailers<br />

learn from Chinese retailers and<br />

vice-versa?<br />

What you can learn from Chinese<br />

retailers is the combination of bricks<br />

& mortar and online retail, which<br />

they have more or less solved.<br />

They still have their challenges of<br />

course, but they are very strong in<br />

this combination. These retailers<br />

are also curious to introduce new<br />

technologies in their shops, such as<br />

cashier-free payment systems. On<br />

the other hand, a question mark still<br />

often hangs over the service aspect.<br />

Whenever you go into a Chinese<br />

retail store, you will see a lot of<br />

sales people, but they are often paid<br />

commission by brand, so they are<br />

not necessarily neutral. While that<br />

may be good for driving sales, in a<br />

connected world, if the consumer<br />

is looking for fair recommendations<br />

by the retailer, this is something<br />

that is very well done in European<br />

retail. It’s also all about up-selling,<br />

because often the benefits of a<br />

higher priced product will be much<br />

more important for the consumer, if<br />

they are correctly explained. For this,<br />

you need knowledge in products,<br />

knowledge in brands, their ‘stories’,<br />

and in service.<br />

<strong>China</strong> is by far and away the<br />

most advanced when it comes to<br />

people interested in new ideas<br />

and concepts. Why so, do you<br />

think?<br />

It’s true, Chinese consumers are very<br />

open to new technology. I think the<br />

major point in <strong>China</strong>, and that’s a<br />

huge difference when it comes to<br />

other markets, is that here we have<br />

a huge construction industry with<br />

a huge number of new apartments<br />

and houses being brought into the<br />

market all the time. And whenever<br />

you erect a new building, it’s much<br />

easier to talk about connected home,<br />

and all the smart home functions,<br />

before you build the house, than<br />

to do it afterwards. That’s a big<br />

advantage in <strong>China</strong>. They are also<br />

much more open with their data<br />

usage than in Europe<br />

<strong>CE</strong> <strong>China</strong> <strong>Daily</strong> • Thursday 3 rd May <strong>2018</strong><br />

5


COMMUNICATION<br />

Global Smartphone Shipments<br />

– 0.5% Decline in 2017<br />

According to IDC, worldwide<br />

smartphone shipments declined<br />

0.5% in 2017, the first yearover-year<br />

decline the market has<br />

experienced since the introduction<br />

of what we now know as<br />

smartphones. Smartphone<br />

companies shipped a total of 1.46<br />

billion devices in 2017. During<br />

the holiday quarter (4Q17),<br />

smartphone vendors shipped<br />

a total of 393.0 million units<br />

resulting in an 8.5% decline when<br />

compared to the 429.8 million<br />

units shipped in the final quarter<br />

of 2016. Looking forward, IDC<br />

expects shipment volumes to<br />

return to low single-digit growth<br />

in <strong>2018</strong> and the overall market to<br />

experience a compound annual<br />

growth rate (CAGR) of 2.8% over<br />

the 2017-2022 forecast period<br />

with volumes forecast to reach<br />

1.68 billion units in 2022.<br />

CHINA SMARTPHONE MARKET<br />

DECLINES BY 15.7% YOY IN<br />

2017Q4 AND 4.9% IN 2017<br />

According to preliminary data from<br />

the IDC Quarterly Mobile Phone<br />

TOP FIVE SMARTPHONE COMPANIES IN PRC, SHIPMENTS, MARKET SHARE,<br />

AND YEAR-OVER-YEAR GROWTH, 2017 PRELIMINARY DATA (Units in Millions)<br />

Tracker, the <strong>China</strong> smartphone<br />

market declined 15.7% year-overyear<br />

(YoY) in 2017Q4 and 4.9%<br />

for the whole of 2017.<br />

“In 2017, the minor upgrades that<br />

Chinese smartphone companies<br />

made to their offerings were not<br />

enough to move consumers to<br />

splurge on new models, resulting in<br />

a general slowdown in the market.<br />

The smaller players continued<br />

to suffer as the top five players<br />

grew their market share,” says Tay<br />

Xiaohan, Research Manager of IDC<br />

Asia/Pacific’s Client Devices team<br />

Company 2017 Shipment 2017 Market Share 2016 Shipment 2016 Market Year-Over-Year<br />

Volumes Volumes Share Change<br />

Huawei 90.9 20.4% 76.6 16.4% 18.6%<br />

OPPO 80.5 18.1% 78.4 16.8% 2.7%<br />

vivo 68.6 15.4% 69.2 14.8% -0.8%<br />

Xiaomi 55.1 12.4% 41.5 8.9% 32.6%<br />

Apple 41.1 9.3% 44.9 9.6% -8.3%<br />

Others 108.2 24.3% 156.7 33.5% -31.0%<br />

Total 444.3 100.0% 467.3 100.0% -4.9%<br />

Source: IDC Quarterly Mobile Phone Tracker, February 6, <strong>2018</strong><br />

SMARTWATCHES<br />

TO HAVE MORE<br />

THAN JUST FIFTEEN<br />

MINUTES OF FAME<br />

Worldwide shipments of wearable<br />

devices are on track to grow<br />

15.1% in <strong>2018</strong>, totalling 132.9<br />

million units over the course of<br />

the year. The overall market is also<br />

expected to deliver a compound<br />

annual growth rate (CAGR) of<br />

13.4% over the next five years,<br />

culminating in 219.4 million units<br />

shipped in 2022, according to<br />

the IDC Worldwide Quarterly<br />

Wearable Device Tracker. With<br />

cellular connectivity on the rise and<br />

shifting consumer preferences, IDC<br />

believes smartwatches will account<br />

for almost two out of every five<br />

wearable devices shipped in 2022.<br />

DEMAND FOR<br />

AUGMENTED<br />

REALITY/VIRTUAL<br />

REALITY HEADSETS<br />

EXPECTED TO<br />

REBOUND IN<br />

<strong>2018</strong><br />

Worldwide shipments for<br />

augmented reality (AR) and virtual<br />

reality (VR) headsets will grow to<br />

68.9 million units in 2022 with a<br />

five-year compound annual growth<br />

rate (CAGR) of 52.5%, according<br />

to the latest forecast from the IDC<br />

Worldwide Quarterly Augmented<br />

and Virtual Reality Headset Tracker.<br />

Despite the weakness the market<br />

experienced in 2017, IDC anticipates<br />

a return to growth in <strong>2018</strong> with total<br />

combined AR/VR volumes reaching<br />

12.4 million units, marking a yearover-year<br />

increase of 48.5% as new<br />

vendors, new use cases, and new<br />

business models emerge.<br />

Looking ahead, IDC expects the VR<br />

headset market to rebound in <strong>2018</strong><br />

as new devices such as Facebook’s<br />

Oculus Go, HTC’s Vive Pro, and<br />

Lenovo’s Mirage Solo with <strong>Day</strong>dream<br />

ship into the market with new<br />

capabilities and new price points<br />

“At present, fitness uses lead by<br />

a mile but mobile payments and<br />

messaging are starting to catch<br />

on,” said Jitesh Ubrani senior<br />

research analyst for IDC Mobile<br />

Device Trackers. “The addition of<br />

cellular connectivity is also starting<br />

to resonate with early adopters and<br />

looking ahead the emergence of<br />

new use cases like music streaming<br />

or additional health sensors will<br />

make cellular connectivity pivotal<br />

to the success of the smartwatch”<br />

6


智 能 小 设 备<br />

<br />

<br />

据 IDC( 国 际 数 据 公 司 )<br />

称 ,2017 年 全 球 智 能 手 机 出<br />

货 量 下 降 0.5%, 这 是 自 智<br />

能 手 机 出 现 以 来 , 市 场 首 次<br />

出 现 的 同 比 下 降 。 2017 年 ,<br />

智 能 手 机 公 司 的 出 货 总 量 达<br />

到 14.6 亿 部 。 在 假 日 (4Q17<br />

) 期 间 , 智 能 手 机 供 应 商 共<br />

出 货 3.93 亿 部 , 与 去 年 第 四<br />

季 度 的 4.298 亿 部 相 比 下 降 了<br />

8.5%。 展 望 未 来 ,IDC 预 计<br />

<strong>2018</strong> 年 出 货 量 将 恢 复 低 单 位<br />

数 增 长 , 整 体 市 场 在 2017-<br />

2022 年 预 测 期 间 的 复 合 年 均<br />

增 长 率 (CAGR) 为 2.8%,<br />

预 计 销 量 在 2022 年 达 到 16.8<br />

亿 部 。<br />

中 国 智 能 手 机 市 场 2017 年<br />

第 四 季 度 同 比 下 降 15.7%<br />

,2017 年 全 年 下 降 4.9%<br />

根 据 IDC 季 度 手 机 发 货 量 调<br />

查 的 初 步 数 据 , 中 国 智 能 手<br />

机 市 场 2017 年 第 四 季 度 同 比<br />

下 降 15.7%,2017 年 全 年 下<br />

降 4.9%。<br />

“ 2017 年 , 中 国 智 能 手 机 公<br />

司 对 其 产 品 进 行 的 小 幅 升 级<br />

不 足 以 带 动 消 费 者 购 买 其 新<br />

升 级 版 手 机 , 导 致 市 场 发 展<br />

普 遍 放 缓 。 随 着 前 五 名 玩 家<br />

的 市 场 份 额 增 加 , 小 型 玩 家<br />

持 续 受 压 。” IDC 亚 太 区 客<br />

户 端 设 备 团 队 研 究 经 理 Tay<br />

Xiaohan 表 示 。<br />

中 国 五 大 智 能 手 机 公 司 2017 年 关 于 出 货 量 、 市 场 份 额 、 年 增 长 率 的 初 步 数 据<br />

( 数 据 单 位 : 百 万 )<br />

企 业 2017 年 出 货 量 2017 市 场 份 额 2016 年 出 货 量 2016 年 市 场 份 额 年 增 长 率<br />

Huawei ( 华 为 ) 90.9 20.4% 76.6 16.4% 18.6%<br />

OPPO 80.5 18.1% 78.4 16.8% 2.7%<br />

vivo 68.6 15.4% 69.2 14.8% -0.8%<br />

Xiaomi ( 小 米 ) 55.1 12.4% 41.5 8.9% 32.6%<br />

Apple ( 苹 果 ) 41.1 9.3% 44.9 9.6% -8.3%<br />

其 他 108.2 24.3% 156.7 33.5% -31.0%<br />

总 数 达 444.3 100.0% 467.3 100.0% -4.9%<br />

数 据 来 源 : 国 际 数 据 公 司 (IDC) 季 度 手 机 市 场 跟 踪 调 查 报 告 ,<strong>2018</strong> 年 2 月 6 日<br />

<strong>2018</strong> 年 , 全 球 可 穿 戴 设 备 的<br />

出 货 量 将 增 长 15.1%, 会 在 今<br />

年 达 到 1.329 亿 台 。 据 IDC 全<br />

球 季 度 可 穿 戴 设 备 发 货 量 调<br />

查 统 计 , 整 体 市 场 未 来 五 年<br />

的 年 复 合 增 长 率 (CAGR)<br />

将 达 到 13.4%, 到 2022 年 出 货<br />

单 位 会 达 到 2.194 亿 个 单 位 。<br />

随 着 蜂 窝 连 接 性 的 不 断 增 加<br />

和 消 费 者 偏 好 的 转 变 ,IDC<br />

认 为 智 能 手 表 将 在 2022 年 出<br />

货 的 每 五 台 可 穿 戴 设 备 中 占<br />

据 至 少 两 台 。<br />

“ 目 前 , 智 能 手 表 主 要 用 于 健<br />

身 , 但 移 动 支 付 和 信 息 传 送<br />

也 开 始 流 行 起 来 ,” IDC 移 动<br />

设 备 跟 踪 器 高 级 研 究 分 析 师<br />

Jitesh Ubrani 说 到 ,“ 蜂 窝 连 接<br />

的 增 加 也 开 始 引 起 早 期 使 用<br />

者 的 共 鸣 , 并 开 始 期 待 更 多<br />

其 他 类 似 音 乐 流 和 健 康 传 感<br />

器 等 新 技 术 的 出 现 , 它 们 将<br />

使 蜂 窝 连 接 成 为 智 能 手 表 成<br />

功 的 关 键 。<br />

<br />

<br />

根 据 IDC 全 球 季 度 AR 和 VR 头 显 (<br />

头 戴 显 示 器 设 备 ) 发 货 量 调 查 的 最<br />

新 预 测 显 示 ,2022 年 全 球 增 强 现 实<br />

(AR) 和 虚 拟 现 实 (VR) 头 显 的<br />

发 货 量 将 增 长 至 6890 万 台 , 其 5 年<br />

的 複 合 增 長 率 (CAGR) 将 为 52.5%<br />

。 尽 管 2017 年 市 场 经 历 了 疲 软 的 局<br />

面 , 但 IDC 预 计 <strong>2018</strong> 年 市 场 环 境 将<br />

因 为 一 些 新 厂 商 , 新 技 术 以 及 新 商<br />

业 模 式 的 出 现 恢 复 增 长 ,AR 和 VR<br />

总 量 将 达 到 1240 万 台 , 与 前 一 年 同<br />

期 相 比 将 增 长 48.5%。<br />

展 望 未 来 , 随 着 Facebook 的 Oculus<br />

Go,HTC 的 Vive Pro 以 及 联 想 配 备<br />

了 <strong>Day</strong>dream VR 控 制 器 的 Mirage Solo<br />

等 新 设 备 带 着 其 新 功 能 和 新 定 价 进<br />

入 市 场 ,IDC 预 计 VR 头 显 市 场 将 会<br />

在 <strong>2018</strong> 年 反 弹 。<br />

<strong>CE</strong> <strong>China</strong> <strong>Daily</strong> • Thursday 3 rd May <strong>2018</strong><br />

7


BUYERS' GUIDE<br />

IN-EAR HEADPHONES<br />

APAC & GLOBAL<br />

MARKET STATISTICS<br />

According to GfK Asia, for 2017, wireless<br />

headsets grew 64% year-on-year, earbuds<br />

took off in 2017, growing over 1,000%<br />

(from a very small base).<br />

Meanwhile, Researchandmarkets.com<br />

reports that the global earphones and<br />

headphones market is expected to grow<br />

at a CAGR of 7.31% during 2017-2023<br />

and cross $US20 billion in revenue by<br />

2023.<br />

As mobile devices have become more<br />

affordable, the demand for entry-level<br />

headphones is also increasing globally.<br />

On the other hand, there is also a huge<br />

demand for specialised, high-end, best<br />

sound quality earphones and headphones.<br />

There are more than 3,000 companies<br />

engaged in manufacturing of earphones<br />

and headphones. The top five<br />

manufacturers, Beats, Bose, Sennheiser,<br />

Sony, and Skullcandy have two-thirds<br />

of the global market share in terms of<br />

value and 50% of the market share in<br />

terms of volume. The smart and nonsmart<br />

earphones segments are expected<br />

to follow a similar trend to the wired and<br />

wireless segments.<br />

EVOLUTION OF MUSIC ON-THE-GO; WIRELESS<br />

HEADSETS GROW 64% YEAR ON YEAR,<br />

EARBUDS TAKE OFF IN 2017<br />

Millions<br />

Millions<br />

Mobile Headsets (Stereo), Segment Sales Volumes, 2016-2017<br />

10<br />

9<br />

8<br />

7<br />

6<br />

5<br />

4<br />

3<br />

2<br />

2015 2016 2017<br />

4<br />

2<br />

0<br />

2016 2017<br />

Sports<br />

+78%<br />

THE FUTURE<br />

As technology improves, we can expect<br />

better sound quality in increasingly smaller<br />

in-ear headphones. Also, true wireless<br />

earphones like Apple’s AirPods or Samsung’s<br />

IconX can reach their full potential with<br />

better sound quality and equal battery life.<br />

Now we only need a way to prevent us from<br />

losing one of our true wireless headphones.<br />

Maybe a wire will be needed after all…<br />

Millions<br />

2<br />

1<br />

0<br />

+1,271%<br />

2016 2017<br />

True Wireless<br />

Source: Total market GfK Point of Sales Tracking 2017 – Mobile Headsets<br />

Stereo, for AU, CN, KH & TW.<br />

STATE OF PLAY<br />

In recent years, the focus of the in-ear<br />

headphone market was sports. Easy to wear and<br />

comfortable headphones which will hold during<br />

sports. But recent developments in audio like hires<br />

audio will show a shift to high quality in-ear<br />

headphones.<br />

INNOVATIONS TO LOOK FOR AT <strong>CE</strong> CHINA<br />

WIRELESS, WIRELESS<br />

AND…<br />

Wireless! More and<br />

more in-ear headphones<br />

will be wireless and really<br />

comfortable. With small<br />

batteries and really good<br />

connectivity options inear<br />

buds are elegant and<br />

fashionable. This characteristic<br />

will attract the public, rather<br />

than niche audiences. With<br />

this in mind, wireless is very<br />

dominant.<br />

USB-TYPE C<br />

If headphones have a<br />

wire, it will probably will be a<br />

USB-C connection. Since the<br />

removal of the headphone<br />

jack by Apple, more and<br />

more manufacturers are<br />

banning the analogue input<br />

from their products. Where<br />

Apple switched to Lightningheadphones,<br />

others will stick<br />

to USB type C. However, this<br />

doesn’t mean the headphonejack<br />

will disappear entirely.<br />

INNOVATING @ <strong>CE</strong> CHINA<br />

POWERWINTOP BT-519<br />

by Shenzhen Wintop Electronics Co., Ltd.<br />

• Aluminium Alloy Bluetooth Earphone<br />

• Safe and comfortable half in-ear design,<br />

anti-falling snail shape ear hook<br />

• High definition listening experience due to<br />

HD digital decoding chip - AptX decoding<br />

technology<br />

• Active noise cancelling working principle<br />

• Bluetooth V4.1<br />

• Integrated molding remote control<br />

• IPX4 waterproof - no fear of sweat and rain<br />

• Strong endurance: 250 hours standby time,<br />

7 hours talking time<br />

HI-RES<br />

Playing hi-res audio will<br />

become the new standard for<br />

wireless headphone-users.<br />

Thanks to technology like<br />

aptX, it’s easy for consumers to<br />

listen to 24-bit music without<br />

the hassle of a wire. And<br />

since services like TIDAL now<br />

support MQA, hi-res music<br />

is more accessible than ever.<br />

With this development, the<br />

end user is the big winner. It<br />

gives the consumer not only a<br />

better connection but also a big<br />

improvement in sound quality.<br />

KINGSUN DC-0562<br />

by Shenzhen Kingsun Enterprises Co., Ltd.<br />

• OEM/ODM Bluetooth sport headset<br />

• Bluetooth version: 4.1<br />

• Transmission distance: 10 metres<br />

• Network talking<br />

• Playing music<br />

• Up to two devices<br />

» STAND 9B71<br />

OUR THANKS TO WOUTER DIEMER - RESHIFT - EDITOR IN CHIEF ZOOM.NL - MEDIA TOTAAL – EISA MEMBER - FOR HIS INPUT.<br />

8

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