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Press release
18 November 2014
Cindy Li
T +886-2-26592628
F +886-2-26599866
Cindy.Li@gfk.com
Winnie Kung
T +886-2-26592628
F +886-2-26599866
winnie.kung@gfk.com
Taiwan Technical Consumer Goods market
dipped by 3.7% in Q3 2014, compared with Q3
2013
Results for GfK TEMAX® Taiwan for the third quarter of 2014
Taipei, 18 November 2014 – The Taiwan Technical Consumer Goods
market reached over NTD50 billion, a small fall of 3.7%, compared to
Q3 2013. However, the market proved resilient in Q3 2014, having increased by 5.5%, compared to the previous quarter. This contrasted
with Q3 2013 which had not improved results from Q2 2013. The Small
Domestic Appliances (SDA) sector continued as the fastest-growing
sector in the Taiwan TCG market in Q3 2014. Again, this was the only
sector which managed to garner strong, double-digit growth. The SDA
sector, along with Major Domestic Appliances (MDA), were the only
two sectors which reported growth in Q3 2014, with the remaining five
sectors remaining in the red.
How the sales volume of Technical Consumer Goods in Taiwan has
developed
GfK Retail and Technology
Taiwan Ltd.
5F, No. 11, Lane 35, Jihu Rd.,
Neihu District, 11492
Taipei, Taiwan
Tel.
+886-(0)2-26592628
Fax
+886-(0)2-26599866
gfktemax-tw@gfkrt.com
www.gfktemax.com
Managing Director:
Cindy Li
Source: GfK TEMAX® Taiwan, GfK
1
Small Domestic Appliances: sales promotion drove the strong performance
The SDA sector reported robust growth of 20.4% in Q3 2014, compared to
Q3 2013. The three biggest product segments – vacuum cleaners, rice
cookers, and shavers – all garnered healthy increases of 9.7%, 30.3% and
20.3%, respectively. The air treatment equipment and dental care products
segments reached quite high growth rates – 37% and 69% respectively,
compared to Q3 2013. The growth of these products was mainly due to
strong sales promotions on the internet. The air treatment equipment also
grew, due to demand triggered by heavy rain in Q3 2014. Other segments,
such as food preparation products and hot beverage makers, also contributed to the good performance of the SDA sector. Overall, this sector garnered NTD3.4 billion in Q3 2014.
Major Domestic Appliances: cooling and washing machines grew by
single digits
The Major Domestic Appliances (MDA) sector achieved marginal growth of
2.9%, compared to Q3 2013, attaining over NTD6.4 billion. Cooling products reported a higher growth rate due to the traditional peak season, as
well as from demand for inverter products, gaining 8.4%, compared to the
same period last year. Microwave ovens and washing machines reported
increased sales of 2.5% and 1.2%, respectively.
Office Equipment and Consumables*: growth of printers offset by
lower demand for multifunctional devices
Printer sales, driven mainly by bundle sales including notebooks, surged
healthily by 13.2%. The gains in Taiwan’s OE sector were cancelled out by
the 13.1% decline in sales in the bigger multifunctional printers segment.
The total value of the market was down by 2.7% in Q3 2014, compared to
Q3 2013, to reach NTD557 million.
Telecommunications**: entry-level smartphones led the market
The Telecommunications market recorded a decline for the third consecutive quarter to reach a two-year low of nearly NTD12.5 billion as entry-level
smartphones became mainstream, and were widely accepted by consumers. In Q3 2014, revenue in the sector was down by 3%, compared to Q3
2013.
Consumer Electronics*: entertainment demand from young generation
Sales in the CE sector fell by 4.1% with sales of the biggest-selling product,
Panel TVs, declining by 6% in Q3 2014, compared to the same period in
2013. Docking/mini-speakers, video game consoles (VGC) and tabletop
radio devices, whose target group was the younger generation, were the
only growth products during the summer holiday period. VGCs generated a
2
53% increase in sales compared to last year, due mainly to new product
launches. Taiwan’s CE sector was valued at slightly over NTD8 billion in
Q3 2014.
Information Technology: slight growth in mobile computing
The fall in demand for major segments including mediatablets and desktop
computers lowered overall sales in the Information Technology sector in
the third quarter of 2014. Some growth was seen in mobile computing – the
largest contributor to the sector – as premium products in this segment
boosted sales. However, growth in the segment was not substantial
enough to cover losses in the mediatablets market. Over NTD16.6 billion
revenue was generated in Q3 2014 – 5% less than in Q3 2013.
Photography: strong negative growth across segments
The Photography sector garnered over NTD2.9 billion in Q3 2014 – a substantial drop of 25.9%, compared to Q3 2013. Demand for cameras continued its downtrend, caused largely by the increasing usage of cameras on
smartphones.
®
GfK TEMAX Taiwan: home appliances consecutively presented upward trend in Taiwan’s Q3 2014 market
Home appliances generated a sales value of NTD9.8 billion in the third
quarter of 2014 – an increase of 8.4%, compared to the same period in
2013. Although the TCG market remained on a downward trend compared
to last year, the bigger product segments – including mobile computing
products and smartphones – reported small improvements, in sales value
and in units sold, in Q3 2014. The positive index indicated that purchase
power was still strong, but consumers would use their budgets carefully.
Still, products which enhance the quality of life reported an upward trend
during this period. In the current economic climate, the economic index was
quite positive, and GDP was 3.78% in this quarter – higher than the government of Taiwan expected in the previous quarter. Also, the export index
showed three consecutive rising quarters, gaining by 4.7% in September.
Consumption expenditure was estimated to grow by 2.6%, compared to
last year. As a result, there is a confident outlook for key product segments
in the next quarter.
* Due to fewer product groups being audited in both the Office Equipment
and Consumables and the Consumer Electronics sectors, the market data
has been reworked.
** In the Telecommunications sector, phablets (smartphones with screen
sizes greater than 5.5 inches) were not included in this report.
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Summary in table format
Consumer Electronics (CE)
Q4
2013
Q1
2014
Q2
2014
Q3
2014
Q3 14
/Q3 13
Q1-3
2014
M.NTD
M.NTD
M.NTD
9,033
9,580
7,602
Q1-3 14
/Q1-3 13
M.NTD
+/-%
M.NTD
+/-%
8,122
-4.1%
25,304
-6.9%
-28.7%
Photography (PH)
3,484
3,341
2,882
2,942
-25.9%
9,166
Major Domestic Appliances (MDA)
6,142
6,201
6,139
6,422
2.9%
18,762
3.2%
Small Domestic Appliances (SDA)
4,069
3,946
3,609
3,420
20.4%
10,975
17.5%
Information Technology (IT)
15,387
16,745
14,649
16,637
-5.0%
48,031
-7.1%
Telecommunication (TC)
15,466
13,409
12,516
12,472
-3.3%
38,397
-15.2%
547
509
547
557
-2.7%
1,613
-0.5%
54,129
53,731
47,945
50,573
-3.7% 152,249
-8.4%
Office Equipment & Consumables (OE)
GfK TEMAX® Taiwan
Source: GfK TEMAX® Taiwan, GfK
The Survey
®
GfK TEMAX is an index developed by GfK to track the technical consumer
goods markets. The findings are based on surveys carried out on a regular
basis by the retail panel of GfK. The retail panel comprises data from over
425,000 retail outlets worldwide. Since February 2009, GfK has also been
®
compiling the GfK TEMAX index at international level in more than 30
countries. It is the first index that includes all of the markets for technical
consumer goods in different countries. All reports and press releases are
available at www.gfktemax.com.
If information from this press release or www.gfktemax.com is cited, GfK
®
TEMAX should be explicitly indicated as the source.
Further information:
Cindi Li, Tel: +886-2-26592628 ext. 330, cindy.li@gfk.com,
Winnie Kung, Tel: +886-2-26592628 ext. 861, winnie.kung@gfk.com.
About GfK
GfK is the trusted source of relevant market and consumer information that
enables its clients to make smarter decisions. More than 13,000 market
research experts combine their passion with GfK’s 80 years of data science
experience. This allows GfK to deliver vital global insights matched with
local market intelligence from more than 100 countries. By using innovative
technologies and data sciences, GfK turns big data into smart data, enabling its clients to improve their competitive edge and enrich consumers’
experiences and choices.
To find out more, visit www.gfk.com or follow GfK on Twitter:
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Responsible under press legislation
GfK Retail and Technology Taiwan Ltd.
Cindy Li
5F, No. 11, Lane 35, Jihu Rd.,
4
Neihu District, 11492
Taipei, Taiwan
Tel.
+886-(0)2-26592628
Fax
+886-(0)2-26599866
Cindy.li@gfk.com
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