Consumer Electronics in Asia Pacific

Delivery

This report comes in PPT.

Key findings

Huawei regains top spot in Chinese consumer electronics

The Huawei brand has clawed back so much share in the last two years that it regained top spot in the Chinese consumer electronics market in 2024. Although it was growing in other categories, this was predominantly due to its gains in smartphones, in which the release of products like foldable screen models, has been helping attract consumers.

Japanese market still struggling

Inflation, which has been higher than for many years, and the depreciation of the yen have been impacting the consumer electronics performance of late in Japan. After sizeable declines in 2022 and 2023, sales were still falling in Japan in 2024, with no major recovery currently expected in the coming years.

E-commerce becomes the leading distribution channel

The e-commerce and appliances and electronics specialists channels were still pretty much neck and neck at the end of the review period, with online sales just edging ahead for the first time, with a share of 48%, vs 47% for the specialists. Generally, players are having to adopt omnichannel strategies to offer their customers the best of both worlds.

Government continues pushing its “Make in India initiative

The Indian government's initiatives, such as PLI schemes, have encouraged a number of players, including Samsung, Xiaomi and Nokia, to establish or strengthen production operations in India. This allows them to benefit from reduced time-to-market, stronger supply chain responsiveness and lower production costs, but could also help India become a manufacturing hub for consumer electronics over the forecast period.