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Microsoft Cloud Authors: Eric Aarrestad, Greg O'Connor, Liz McMillan, Aleksei Gavrilenko, Elizabeth White

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CCID Consulting: Characteristics of China's Computer Market in 2012

CCID Consulting (HK:08235):

(I) Size and Growth

In the shadow of the global economic downturn, the overall demand of China's computer market shrank in 2012. The performance of all kinds of products was below expectation, with the overall growth rate estimated at 25.3%. The annual sales volume of desktop computers is expected to be 25.574 million pieces, with an annual growth rate of 3.4%; the annual sales volume of laptops is expected to be 29.839 million pieces, up 10.6% year-on-year; the tablet market maintained a rather high growth rate in 2012 after experiencing an explosive growth in 2011, with the annual sales volume expected to reach 9.175 million pieces.

Table 1 Sales of China's Computer Market, 2011-2012

Year   2011   2012 (Forecast)   Growth Rate
Sales Volume of Laptops (Ten Thousand Pieces)   2697.9   2983.9   10.6%
Sales Volume of Desktops (Ten Thousand Pieces)   2473.3   2557.4   3.4%
Sales Volume of Tablets (Ten Thousand Pieces)   492.5   917.5   86.3%
Total Sales Volume

(Ten Thousand Pieces)

  5663.7   6458.8   25.3%

Source: CCID Consulting, October 2012

(II) Market Structure and Changes

1.  Product Mix

In China’s laptop market, 14-inch laptops maintained their leading position with a proportion of 55.7% in 2012; the launch of Ultrabooks drove a growth in the sales of 13-inch products, which accounted for 16.4% of the total (see Figure 1); the proportion of desktops with large display screens increased to some extent, and the proportion of 19-inch and 20-inch desktops reached 36.1% and 31.1% respectively.

Table 2 Product Mix of China's Laptop Market in 2012

Type of Display Screen   Sales Proportion
11-inch   4.1%
12-inch   4.3%
13-inch   16.4%
14-inch   55.7%
15-inch   15.7%
16-inch   0.2%
17-inch   0.8%
18-inch   0.3%
Others   2.5%

Source: CCID Consulting, October 2012

Figure 1 Sales Structure of China's Laptops in 2012

http://event.ccidconsulting.com/en/images/en-23-3.jpg

Source: CCID Consulting, October 2012

Table 3 Product Mix of China's Desktop Market in 2012

Type of Display Screen   Sales Proportion
17-inch LCD   1.9%
18.5-inch LCD   8.1%
19-inch LCD   36.1%
20-inch LCD   31.1%
21.5-inch LCD   14.3%
Others   8.5%
Total   100.00%

Source: CCID Consulting, October 2012

Figure 2 Sales Structure of China's Desktops in 2012

http://event.ccidconsulting.com/en/images/en-23-5.jpg

Source: CCID Consulting, October 2012

Table 4 Product Mix of China's Tablet Market in 2012

Type of Display Screen   Sales Proportion
5-inch   0.3%
7-inch   19.8%
8-inch   1.7%
9.7-inch   72.0%
10-inch   4.6%
Others   1.6%
Total   100.0%

Source: CCID Consulting, October 2012

Figure 3 Sales Structure of China's Tablets in 2012

http://event.ccidconsulting.com/en/images/en-23-6.jpg

Source: CCID Consulting, October 2012

2.  Geographic Structure

Well-developed regions such as Eastern China, Northern China and Southern China were the top three markets respectively, but their proportions decreased to some extent, while proportions of Southwestern, Northwestern and Central China saw increases compared with 2011. (See Figure 3)

Figure 4 Geographic Structure of China's Computer Market in 2012

http://event.ccidconsulting.com/en/images/en-23-7.jpg

Source: CCID Consulting, October 2012

 (III) Market Characteristics

1.  Intel's Ivy Bridge processor and Microsoft's Windows 8 operating system have enhanced user experience.

In 2012, the launch of Intel's Ivy Bridge processor and Microsoft's Windows 8 operating system revived the PC industry to some extent. Moreover, the introduction of "Tri-gate" 3D transistor technology in the 22nm technical process by Intel when launching the Ivy Bridge processor has clearly improved the multi-media display performance and reduced energy consumption, exiting the currently weak laptop market to some extent.

2.  Distribution channels have been diversified, with obvious penetration into lower tier cities.

The distribution channels of the current computer market are clearly more diversified, which can be seen in three aspects: firstly, the proportion of non-traditional channels of 3C stores has increased; secondly, Internet channels have developed rapidly; thirdly, the market demand in tier 4-6 cities has increased. The proportion of sales through non-traditional channels (3C stores, supermarkets and Internet channels) continued to increase.

3.  The computer market have continued be boosted after the ending of China’s Sending Home Appliances to the Countryside poliicy.

With the ending of the Sending Home Appliances to the Countryside policy, the sales in the rural and township markets did not see a dramatic decrease, where huge demand still exists. Besides, the tier 4-6 city channels and service systems built by Lenovo and other top brands during the policy period have matured and can serve as the foundation their future growth in the township markets.

4.  Diversified services have added value to the manufacturers' service brands

Diversification has become the emphasis of the manufacturers' service innovations. Considering the faster responding speed and lower construction cost of network services, many manufacturers have established their own network service centers. On the other hand, network consultation, due to its convenience and efficiency, has also helped busy users save time, thereby becoming increasingly popular among the users.

About CCID Consulting Co., Ltd.

CCID Consulting Co., Ltd., the first Chinese consulting firm listed in the Growth Enterprise Market (GEM) of the Stock Exchange of Hong Kong (HKSE: 08235) and the first consulting firm which gets ISO 9001 international and national quality management system standard certification, is directly affiliated to China Center for Information Industry Development (hereinafter known as CCID Group). Headquartered in Beijing, CCID Consulting has so far set up branch offices in Shanghai, Guangzhou, Shenzhen, Xi’an, Wuhan and Nanjing with over 300 professional consultants. The company’s business scope has covered over 200 large and medium-sized cities in China. CCID Consulting provides customers with public policy establishment, industry competitiveness upgrade, development strategy and planning, marketing strategy and research, HR management, IT programming and management services, investment and financing, and M&A. The company's customers range from government departments at all levels and diversified industrial parks, to industrial users in strategic emerging industries in new generation information technology, energy saving and environmental protection, biological science and technology, high-end equipment manufacturing, new materials, and new energy. CCID Consulting commits itself to become the No. 1 advisor for urban economy, the No.1 consultancy for enterprise management, and the No. 1 branch for informatization consulting in China.

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