Table of Content

Consumer Electronics in Malaysia
Euromonitor International
September 2020

List OF CONTENTS AND TABLES

EXECUTIVE SUMMARY
COVID-19 impact on consumer electronics
COVID-19 country impact
Company response
Retailing shift
What next for consumer electronics?
MARKET DATA
Table 1 Sales of Consumer Electronics by Category: Volume 2015-2020
Table 2 Sales of Consumer Electronics by Category: Value 2015-2020
Table 3 Sales of Consumer Electronics by Category: % Volume Growth 2015-2020
Table 4 Sales of Consumer Electronics by Category: % Value Growth 2015-2020
Table 5 NBO Company Shares of Consumer Electronics: % Volume 2016-2020
Table 6 LBN Brand Shares of Consumer Electronics: % Volume 2017-2020
Table 7 Distribution of Consumer Electronics by Channel: % Volume 2015-2020
Table 8 Forecast Sales of Consumer Electronics by Category: Volume 2020-2025
Table 9 Forecast Sales of Consumer Electronics by Category: Value 2020-2025
Table 10 Forecast Sales of Consumer Electronics by Category: % Volume Growth 2020-2025
Table 11 Forecast Sales of Consumer Electronics by Category: % Value Growth 2020-2025
DISCLAIMER
GLOBAL MACROECONOMIC ENVIRONMENT
GLOBAL INDUSTRY ENVIRONMENT
SOURCES
Summary 1 Research Sources
KEY DATA FINDINGS
2020 IMPACT
As the government calls for the public to work from home from March 2020, volume and values sales of laptops increase, becoming essential items in many households
Gaming culture boosts volume sales, as increased time at home encourages further participation in e-sports
Hewlett-Packard retains its lead, however, Lenovo shows positive volume growth, benefiting from its wide range of laptops during a time of increased demand
RECOVERY AND OPPORTUNITIES
The economic recession challenges the landscape, and consumers purchasing home office goods in 2020, leads to a decline in future growth
Laptops is set to record the bulk of volume growth, boosted by working from home and the growing gaming culture in Malaysia
Desktops and monitors to be hit the hardest over the forecast period, recording a decline in volume growth each year
CATEGORY DATA
Table 12 Sales of Computers and Peripherals by Category: Volume 2015-2020
Table 13 Sales of Computers and Peripherals by Category: Value 2015-2020
Table 14 Sales of Computers and Peripherals by Category: % Volume Growth 2015-2020
Table 15 Sales of Computers and Peripherals by Category: % Value Growth 2015-2020
Table 16 Sales of Computers by Category: Business Volume 2015-2020
Table 17 Sales of Computers by Category: Business Value MSP 2015-2020
Table 18 Sales of Computers by Category: Busines Volume Growth 2015-2020
Table 19 Sales of Computers by Category: Business Value MSP Growth 2015-2020
Table 20 Sales of Laptops by Form Factor 2018-2020
Table 21 Sales of Tablets by Operating System 2015-2020
Table 22 NBO Company Shares of Computers and Peripherals: % Volume 2016-2020
Table 23 LBN Brand Shares of Computers and Peripherals: % Volume 2017-2020
Table 24 Distribution of Computers and Peripherals by Channel: % Volume 2015-2020
Table 25 Forecast Sales of Computers and Peripherals by Category: Volume 2020-2025
Table 26 Forecast Sales of Computers and Peripherals by Category: Value 2020-2025
Table 27 Forecast Sales of Computers and Peripherals by Category: % Volume Growth 2020-2025
Table 28 Forecast Sales of Computers and Peripherals by Category: % Value Growth 2020-2025
Table 29 Forecast Sales of Computers by Category: Business Volume 2020-2025
Table 30 Forecast Sales of Computers by Category: Business Value MSP 2020-2025
Table 31 Forecast Sales of Computers by Category: Busines Volume Growth 2020-2025
Table 32 Forecast Sales of Computers by Category: Business Value MSP Growth 2020-2025
Table 33 Forecast Sales of Laptops by Form Factor 2020-2025
Table 34 Forecast Sales of Tablets by Operating System 2020-2021
KEY DATA FINDINGS
2020 IMPACT
Home seclusion reduces spending on car entertainment in 2020, as fewer journeys are made, and consumers focus on essential purchases
The impact of COVID-19 partners with the growing use of smartphones to severely damage growth for in-car navigation
Pioneer Technology extends its lead despite the outbreak of COVID-19, offering appealing quality-price-ratios to consumers
RECOVERY AND OPPORTUNITIES
A decline is set for all areas across the forecast period, as in-car entertainment struggles during the economic recession
Smartphones and in-built systems pose a growing threat, leaving consumers with little motivation to purchase separate in-car entertainment products
In-car speakers decline each year, challenged by the economic recession and the quality of in-built car speakers, leaving a niche audience of buyers
CATEGORY DATA
Table 35 Sales of In-Car Entertainment by Category: Volume 2015-2020
Table 36 Sales of In-Car Entertainment by Category: Value 2015-2020
Table 37 Sales of In-Car Entertainment by Category: % Volume Growth 2015-2020
Table 38 Sales of In-Car Entertainment by Category: % Value Growth 2015-2020
Table 39 NBO Company Shares of In-Car Entertainment: % Volume 2016-2020
Table 40 LBN Brand Shares of In-Car Entertainment: % Volume 2017-2020
Table 41 Distribution of In-Car Entertainment by Channel: % Volume 2015-2020
Table 42 Forecast Sales of In-Car Entertainment by Category: Volume 2020-2025
Table 43 Forecast Sales of In-Car Entertainment by Category: Value 2020-2025
Table 44 Forecast Sales of In-Car Entertainment by Category: % Volume Growth 2020-2025
Table 45 Forecast Sales of In-Car Entertainment by Category: % Value Growth 2020-2025
KEY DATA FINDINGS
2020 IMPACT
Despite an increasing amount of time spent at home, a lack of financial security hampers overall growth for home audio and cinema
Home audio and cinema products regarded as old fashioned, while wireless systems continue to gain popularity; with COVID-19 aiding sales of wireless goods
Sony Malaysia retains its lead while Samsung sees a boost in share, gaining sales as others continue to decline
RECOVERY AND OPPORTUNITIES
The impact of COVID-19 affects forecast volume growth, while home audio and cinema struggle against the increased demand for convenience
Wireless speakers are set to challenge growth as digital media player docks record the steepest decline in growth across the forecast period
Long replacement cycles hinder growth across the forecast period, as high-price points lead consumers to wait longer before replacing items
CATEGORY DATA
Table 46 Sales of Home Audio and Cinema by Category: Volume 2015-2020
Table 47 Sales of Home Audio and Cinema by Category: Value 2015-2020
Table 48 Sales of Home Audio and Cinema by Category: % Volume Growth 2015-2020
Table 49 Sales of Home Audio and Cinema by Category: % Value Growth 2015-2020
Table 50 NBO Company Shares of Home Audio and Cinema: % Volume 2016-2020
Table 51 LBN Brand Shares of Home Audio and Cinema: % Volume 2017-2020
Table 52 Distribution of Home Audio and Cinema by Channel: % Volume 2015-2020
Table 53 Forecast Sales of Home Audio and Cinema by Category: Volume 2020-2025
Table 54 Forecast Sales of Home Audio and Cinema by Category: Value 2020-2025
Table 55 Forecast Sales of Home Audio and Cinema by Category: % Volume Growth 2020-2025
Table 56 Forecast Sales of Home Audio and Cinema by Category: % Value Growth 2020-2025
KEY DATA FINDINGS
2020 IMPACT
Growth suffers as financial concerns rise; however, OLED TVs continue to perform well, benefiting from a wealthier consumer base
Growth is stifled by set-top boxes and streaming, as consumers invest less in home video in 2020
Samsung Malaysia Electronics retains its lead; however, Hisense is the only LCD TV player to record growth, benefiting from attractive price-points during COVID-19
RECOVERY AND OPPORTUNITIES
Growth in home video is impacted by ongoing price-sensitivity, while consumers perceive certain items to be outdated
OLED TVs record a fast recovery; being a desirable product that benefits from a wealthier consumer base, set to be less impacted by the economic recession
Sales of OLED TVs to be supported by major sporting events, including the Olympic games, resulting in peaks of volume growth
CATEGORY DATA
Table 57 Sales of Home Video by Category: Volume 2015-2020
Table 58 Sales of Home Video by Category: Value 2015-2020
Table 59 Sales of Home Video by Category: % Volume Growth 2015-2020
Table 60 Sales of Home Video by Category: % Value Growth 2015-2020
Table 61 Sales of LCD TVs by Network Connectivity: % Retail Volume 2015-2020
Table 62 Sales of OLED TVs by Network Connectivity: % Retail Volume 2015-2020
Table 63 NBO Company Shares of Home Video: % Volume 2016-2020
Table 64 LBN Brand Shares of Home Video: % Volume 2017-2020
Table 65 Distribution of Home Video by Channel: % Volume 2015-2020
Table 66 Forecast Sales of Home Video by Category: Volume 2020-2025
Table 67 Forecast Sales of Home Video by Category: Value 2020-2025
Table 68 Forecast Sales of Home Video by Category: % Volume Growth 2020-2025
Table 69 Forecast Sales of Home Video by Category: % Value Growth 2020-2025
Table 70 Forecast Sales of LCD TVs by Network Connectivity: % Retail Volume 2020-2025
Table 71 Forecast Sales of OLED TVs by Network Connectivity: % Retail Volume 2020-2025
KEY DATA FINDINGS
2020 IMPACT
A lack of international visits, day trips and outings during the MCO period, damages the demand for image devices in 2020, increasing negative sales results
Smartphones offer high-quality cameras that negatively impact the sales of digital cameras, while manufactures turn to targeting professional photographers
Canon Marketing (Malaysia) retains its lead; however, all players suffer from lack of camera sales due to the government implemented MCO
RECOVERY AND OPPORTUNITIES
Volume decline will continue, as the economic recession challenges imaging devices, with digital cameras hit the worst
Competition from smartphones leads to a double-digit decline across the forecast period, as new launches focus on innovative camera features
Compact system cameras lead sales, as consumers see little reason to invest in a smartphone and a fixed lens camera, as SLR cameras suffer from high prices
CATEGORY DATA
Table 72 Sales of Imaging Devices by Category: Volume 2015-2020
Table 73 Sales of Imaging Devices by Category: Value 2015-2020
Table 74 Sales of Imaging Devices by Category: % Volume Growth 2015-2020
Table 75 Sales of Imaging Devices by Category: % Value Growth 2015-2020
Table 76 Sales of Digital Cameras by Type: % Retail Volume 2015-2020
Table 77 NBO Company Shares of Imaging Devices: % Volume 2016-2020
Table 78 LBN Brand Shares of Imaging Devices: % Volume 2017-2020
Table 79 Distribution of Imaging Devices by Channel: % Volume 2015-2020
Table 80 Forecast Sales of Imaging Devices by Category: Volume 2020-2025
Table 81 Forecast Sales of Imaging Devices by Category: Value 2020-2025
Table 82 Forecast Sales of Imaging Devices by Category: % Volume Growth 2020-2025
Table 83 Forecast Sales of Imaging Devices by Category: % Value Growth 2020-2025
Table 84 Forecast Sales of Digital Cameras by Type: % Retail Volume 2020-2025
KEY DATA FINDINGS
2020 IMPACT
The outbreak of COVID-19 leads to reduced need for portable goods; however, wireless speakers record growth, benefiting from having affordable price points
Despite the increased need for home entertainment, retail volume sales of e-readers decline further in 2020
Sony Malaysia extends its lead, benefiting from positive growth for wireless speakers, despite the outbreak of COVID-19
RECOVERY AND OPPORTUNITIES
Volume growth increases from 2021 as consumers return to retail stores, testing products to finalise purchasing decisions
Wireless speakers continue to lead the landscape, and players expand their offerings to seamlessly integrate into everyday life
Despite overall positive growth, e-readers and portable media players will continue to record a volume decline over the forecast period
CATEGORY DATA
Table 85 Sales of Portable Players by Category: Volume 2015-2020
Table 86 Sales of Portable Players by Category: Value 2015-2020
Table 87 Sales of Portable Players by Category: % Volume Growth 2015-2020
Table 88 Sales of Portable Players by Category: % Value Growth 2015-2020
Table 89 NBO Company Shares of Portable Players: % Volume 2016-2020
Table 90 LBN Brand Shares of Portable Players: % Volume 2017-2020
Table 91 Distribution of Portable Players by Channel: % Volume 2015-2020
Table 92 Forecast Sales of Portable Players by Category: Volume 2020-2025
Table 93 Forecast Sales of Portable Players by Category: Value 2020-2025
Table 94 Forecast Sales of Portable Players by Category: % Volume Growth 2020-2025
Table 95 Forecast Sales of Portable Players by Category: % Value Growth 2020-2025
KEY DATA FINDINGS
2020 IMPACT
Growth in smartphones remains steady; however, some consumers delay upgrading their phones, due to increased price-sensitivity and the outbreak of COVID-19
Camera quality and ongoing innovations boost growth for smartphones in 2020
Samsung maintains its lead, however, Huawei Technologies continues to decline, as its new launch during the MCO fails to aid its position
RECOVERY AND OPPORTUNITIES
Volume growth peaks in 2021 as consumers who held off on upgrading their handsets during 2020, invest in new phones
Market saturation, increasing price-points and lengthy replacement cycles dampen volume growth in smartphones across the forecast period
The country prepares for 5G, which will slightly boost volume growth for mobile phones across the forecast period
CATEGORY DATA
Table 96 Sales of Mobile Phones by Category: Volume 2015-2020
Table 97 Sales of Mobile Phones by Category: Value 2015-2020
Table 98 Sales of Mobile Phones by Category: % Volume Growth 2015-2020
Table 99 Sales of Mobile Phones by Category: % Value Growth 2015-2020
Table 100 Sales of Smartphones by Screen Size: % Retail Volume 2018-2020
Table 101 NBO Company Shares of Mobile Phones: % Volume 2016-2020
Table 102 LBN Brand Shares of Mobile Phones: % Volume 2017-2020
Table 103 Distribution of Mobile Phones by Channel: % Volume 2015-2020
Table 104 Forecast Sales of Mobile Phones by Category: Volume 2020-2025
Table 105 Forecast Sales of Mobile Phones by Category: Value 2020-2025
Table 106 Forecast Sales of Mobile Phones by Category: % Volume Growth 2020-2025
Table 107 Forecast Sales of Mobile Phones by Category: % Value Growth 2020-2025
Table 108 Forecast Sales of Smartphones by Screen Size: % Retail Volume 2020-2025
KEY DATA FINDINGS
2020 IMPACT
COVID-19 stifles growth for wearable electronics, as gyms in the country close and on-the-go lifestyles are limited
Increased price-sensitivity and a lack of socialising limits sales of smart wearables, as some consumers purchase the item as a status symbol
Xiaomi Corp and Fitbit Inc benefit from having extensive availability through e-commerce, allowing consumers to purchase items during home seclusion
RECOVERY AND OPPORTUNITIES
Electronic wearables return to double-digit volume growth as consumers engage in on-the-go lifestyles once more
Sales are boosted by the increasing health and wellness trend, bolstered by the outbreak of COVID-19
Smart wearables to continue recording strong volume growth, benefiting from being a status symbol among wealthier consumers
CATEGORY DATA
Table 109 Sales of Wearable Electronics by Category: Volume 2015-2020
Table 110 Sales of Wearable Electronics by Category: Value 2015-2020
Table 111 Sales of Wearable Electronics by Category: % Volume Growth 2015-2020
Table 112 Sales of Wearable Electronics by Category: % Value Growth 2015-2020
Table 113 NBO Company Shares of Wearable Electronics: % Volume 2016-2020
Table 114 LBN Brand Shares of Wearable Electronics: % Volume 2017-2020
Table 115 Distribution of Wearable Electronics by Channel: % Volume 2015-2020
Table 116 Forecast Sales of Wearable Electronics by Category: Volume 2020-2025
Table 117 Forecast Sales of Wearable Electronics by Category: Value 2020-2025
Table 118 Forecast Sales of Wearable Electronics by Category: % Volume Growth 2020-2025
Table 119 Forecast Sales of Wearable Electronics by Category: % Value Growth 2020-2025