泰國家電市場

2025年，泰國家電零售呈現緩慢成長態勢，扭轉了自2020年以來持續下滑的頹勢，再次呈現成長跡象。該成長部分源自於市場對價格分佈產品的需求成長，中國品牌的大量湧入和強勁的市場表現加劇了價格競爭。價格分佈產品的普及使得更多消費者能夠輕鬆獲得家電產品，刺激了零售單位銷售的成長。

Euromonitor International的《泰國家電市場》報告全面介紹了泰國家用、可攜式和車載家電市場的規模和格局。報告提供最新的零售資料，幫助識別推動成長的產業。本報告還甄選了主要企業和品牌，並對影響市場的關鍵因素進行了策略性分析，包括新產品開發、分銷和定價問題。報告也預測了市場未來的發展方向。

目標產品：電腦及周邊設備、車上娛樂系統、家用消費性電子產品、可攜式消費性電子產品

資料範圍：市場規模（實際和預測）、企業市場占有率、品牌佔有率、分銷資料

為什麼要購買這份報告？

• 詳細了解消費性電子市場
• 確定成長領域並確定變革的驅動力
• 了解競爭格局、主要市場參與企業和主要品牌
• 使用五年預測來評估市場預期如何發展

Euromonitor International在出版市場研究報告、商業參考書和線上資訊系統方面擁有超過50年的經驗。公司在倫敦、芝加哥、新加坡、上海、維爾紐斯、杜拜、開普敦、聖地牙哥、雪梨、東京、班加羅爾、聖保羅、首爾、香港、杜塞爾多夫和墨西哥城設有辦事處，並擁有遍布100個國家的分析師網路。憑藉其獨特的能力和對多元化市場的理解，公司能夠開發可靠的資訊資源，為明智的策略規劃提供支援。

目錄

目錄和表格

執行摘要

• 2025年消費性電子產品：整體情況
• 2025年的主要趨勢
• 競爭格局
• 通路開發
• 家電的未來

市場資料

免責聲明

資訊來源

泰國電腦及周邊設備

關鍵資料結果

2025年的發展

• 儘管整體下滑，筆記型電腦和印表機仍是亮點
• Canon和Dell表現良好，但Lenovo儘管銷量下滑，仍有成長潛力
• 零售電子商務憑藉豐富的產品種類和具有競爭力的價格持續成長

前景與機會

• 零售維持穩定，但不同類別的表現有所不同
• 產品和分銷的預期變化
• 人工智慧電腦將變得更加普及，並受到更多消費者的青睞

分類資料

泰國的車載娛樂系統

關鍵資料結果

2025年的發展

• 受整合系統和智慧型手機普及的影響，整體下滑
• Pioneer的良好聲譽幫助經銷商 Rimbunan Kuasa 擴大領先地位
• 儘管零售電子商務佔有率不斷成長，但大多數消費者仍會在實體購物尋求專家建議和試穿

前景與機會

• 對經濟實惠的解決方案和高級產品的雙重需求
• 適應不斷變化的消費者需求非常重要
• 消費者重視更個人化的體驗

分類資料

泰國家庭音響與戲院

關鍵資料結果

2025年的發展

• 隨著消費者習慣的改變和人們變得更加謹慎，價格大幅下降
• Mahajak 不僅保持領先地位，而且得益於 JBL 的廣泛產品組合，實現了最具活力的成長
• 儘管專業家電和電子產品商店佔據主導地位，但零售電子商務仍呈現強勁上升趨勢

前景與機會

• 人們對攜帶式娛樂設備的日益偏好導致其持續下滑
• 人工智慧將被整合以改善體驗，但高昂的價格可能會阻礙其普及
• 目的是滿足泰國人的特定需求

分類資料

泰國家庭影片

關鍵資料結果

2025年的發展

• 視訊播放器銷量持續下滑，但 OLED 電視銷量大幅成長
• 三星和LG透過持續的技術開發擴大銷售量佔有率
• 網路上的便利性和找到更低價格的能力推動零售電子商務佔有率的成長

前景與機會

• 由於技術進步和價格下降，成長緩慢而穩定
• 畫質和智慧電視創新有望推動成長
• 便捷格式和人工智慧整合的進步

分類資料

泰國成像設備

關鍵資料結果

2025年的發展

• 隨著智慧型手機相機品質的提高，這一數字仍在大幅下降
• GoPro運動攝影機的流行推動了 Mentagram 市場佔有率的成長
• 有競爭力的價格和便利性推動零售電子商務佔有率大幅成長

前景與機會

• 隨著智慧型手機越來越成為日常使用的首選，這一趨勢持續下降。
• 看到產品和製造技術的進步。
• 戰略合作在促銷中可能很重要

分類資料

泰國的可攜式播放器

關鍵資料結果

2025年的發展

• 便攜性和智慧家庭的興起將推動無線揚聲器的成長
• 兩家公司在音頻品質方面的良好聲譽預計將帶來市場佔有率的成長
• 消費者擴大關注電子商務零售商提供的各種產品和促銷活動。

前景與機會

• 無線揚聲器憑藉智慧型手機相容性和廣泛的價格分佈推動成長
• 預計技術進步將超越預期
• 企業需要適應不斷變化的消費趨勢

分類資料

泰國行動電話

關鍵資料結果

2025年的發展

• 價格上漲和技術進步意味著智慧型手機面臨挑戰，但仍保持穩定
• Transsion Holdings保持強勁成長動力，但泰國Samsung Electronics仍保持領先
• 廣泛的產品種類和純線上銷售推動了零售電子商務的銷售成長

前景與機會

• 由於成熟度和優先級變化導致的成長受限
• 預計技術和分銷將繼續發展
• 消費者對更便利、更複雜的解決方案的需求推動了格式、相機和電池的發展

分類資料

泰國的穿戴式電子產品

關鍵資料結果

2025年的發展

• 智慧型穿戴裝置憑藉其特性和功能持續成長
• 蘋果在品牌忠誠度和高階形象方面與小米競爭
• 全通路策略使企業能夠根據客戶的購買意願吸引客戶

前景與機會

• 隨著消費者尋求更好的健康資訊和智慧功能，智慧穿戴裝置將推動成長
• 技術進步提供更好的健康資訊和更長的電池壽命
• 智慧型手錶個人化增強，智慧眼鏡成長機會

分類資料

泰國無線耳機

關鍵資料結果

2025年的發展

• TWS 耳機的成長得益於技術進步和價格上漲
• 小米創新且價格實惠的產品確保銷售和市場佔有率持續成長
• 由於低價和客戶評論推動消費者的購買意願，零售電子商務持續成長，佔據市場主導地位。

前景與機會

• TWS 耳機有望因技術進步和價格下降而推動成長
• 期望升級能提供卓越的聆聽體驗，以及在製造和分銷方面的進步。
• 更方便用戶使用和個性化的耳機可能會出現

分類資料

In 2025, retail volume sales of consumer electronics in Thailand experienced low growth, marking a return to expansion following consecutive declines since 2020. This uptick can be partially attributed to heavy demand for affordable products, with the significant influx and strong presence of Chinese brands intensifying the price competition. While the availability of budget-friendly options likely spurred retail volume growth by making consumer electronics more accessible to a broader consumer...

Euromonitor International's Consumer Electronics in Thailand report offers a comprehensive guide to the size and shape of the in-home, portable and in-car consumer electronics products markets at a national level. It provides the latest retail sales data, allowing you to identify the sectors driving growth. It identifies the leading companies, the leading brands and offers strategic analysis of key factors influencing the market- be they new product developments, distribution or pricing issues. Forecasts illustrate how the market is set to change.

Product coverage: Computers and Peripherals, In-Car Entertainment, In-Home Consumer Electronics, Portable Consumer Electronics.

Data coverage: market sizes (historic and forecasts), company shares, brand shares and distribution data.

Why buy this report?

• Get a detailed picture of the Consumer Electronics market;
• Pinpoint growth sectors and identify factors driving change;
• Understand the competitive environment, the market's major players and leading brands;
• Use five-year forecasts to assess how the market is predicted to develop.

Euromonitor International has over 50 years' experience of publishing market research reports, business reference books and online information systems. With offices in London, Chicago, Singapore, Shanghai, Vilnius, Dubai, Cape Town, Santiago, Sydney, Tokyo, Bengaluru, Sao Paulo, Seoul, Hong Kong, Dusseldorf and Mexico City and a network of analysts in 100 countries, Euromonitor International has a unique capability and an understanding of diverse markets to develop reliable information resources to help drive informed strategic planning. To learn more about how our research solutions can support you, contact your local Euromonitor International office.

TABLE OF CONTENTS

List Of Contents And Tables

EXECUTIVE SUMMARY

• Consumer electronics in 2025: The big picture
• 2025 key trends
• Competitive landscape
• Channel developments
• What next for consumer electronics?

MARKET DATA

• Table 1 Sales of Consumer Electronics by Category: Volume 2020-2025
• Table 2 Sales of Consumer Electronics by Category: Value 2020-2025
• Table 3 Sales of Consumer Electronics by Category: % Volume Growth 2020-2025
• Table 4 Sales of Consumer Electronics by Category: % Value Growth 2020-2025
• Table 5 NBO Company Shares of Consumer Electronics: % Volume 2021-2025
• Table 6 LBN Brand Shares of Consumer Electronics: % Volume 2022-2025
• Table 7 Distribution of Consumer Electronics by Channel: % Volume 2020-2025
• Table 8 Forecast Sales of Consumer Electronics by Category: Volume 2025-2030
• Table 9 Forecast Sales of Consumer Electronics by Category: Value 2025-2030
• Table 10 Forecast Sales of Consumer Electronics by Category: % Volume Growth 2025-2030
• Table 11 Forecast Sales of Consumer Electronics by Category: % Value Growth 2025-2030

DISCLAIMER

SOURCES

• Summary 1 Research Sources

COMPUTERS AND PERIPHERALS IN THAILAND

KEY DATA FINDINGS

2025 DEVELOPMENTS

• Despite overall decline, laptops and printers are bright spots
• Canon and Dell perform well, while despite a sales decline Lenovo still has growth potential
• Retail e-commerce continues to see share growth due to a broad product range and competitive pricing

PROSPECTS AND OPPORTUNITIES

• Stable retail volume sales, although performances will vary across categories
• Transformation in products and distribution anticipated
• AI computers set to become more accessible and demanded by a wider range of consumers

CATEGORY DATA

• Table 12 Sales of Computers and Peripherals by Category: Volume 2020-2025
• Table 13 Sales of Computers and Peripherals by Category: Value 2020-2025
• Table 14 Sales of Computers and Peripherals by Category: % Volume Growth 2020-2025
• Table 15 Sales of Computers and Peripherals by Category: % Value Growth 2020-2025
• Table 16 Sales of Computers by Category: Business Volume 2020-2025
• Table 17 Sales of Computers by Category: Business Value MSP 2020-2025
• Table 18 Sales of Computers by Category: Business Volume Growth 2020-2025
• Table 19 Sales of Computers by Category: Business Value MSP Growth 2020-2025
• Table 20 NBO Company Shares of Computers and Peripherals: % Volume 2021-2025
• Table 21 LBN Brand Shares of Computers and Peripherals: % Volume 2022-2025
• Table 22 Distribution of Computers and Peripherals by Channel: % Volume 2020-2025
• Table 23 Forecast Sales of Computers and Peripherals by Category: Volume 2025-2030
• Table 24 Forecast Sales of Computers and Peripherals by Category: Value 2025-2030
• Table 25 Forecast Sales of Computers and Peripherals by Category: % Volume Growth 2025-2030
• Table 26 Forecast Sales of Computers and Peripherals by Category: % Value Growth 2025-2030
• Table 27 Forecast Sales of Computers by Category: Business Volume 2025-2030
• Table 28 Forecast Sales of Computers by Category: Business Value MSP 2025-2030
• Table 29 Forecast Sales of Computers by Category: Business Volume Growth 2025-2030
• Table 30 Forecast Sales of Computers by Category: Business Value MSP Growth 2025-2030

IN-CAR ENTERTAINMENT IN THAILAND

KEY DATA FINDINGS

2025 DEVELOPMENTS

• Decline across the board due to integrated systems and smartphones
• Pioneer's good reputation enables distributor Rimbunan Kuasa to extend its lead
• Although retail e-commerce gains share, most consumers still shop offline due to a desire for professional advice and fitting

PROSPECTS AND OPPORTUNITIES

• Dual demands of budget-friendly solutions and premium products
• Adapting to consumers' evolving needs will be crucial
• Consumers will value a more personalised experience

CATEGORY DATA

• Table 31 Sales of In-Car Entertainment by Category: Volume 2020-2025
• Table 32 Sales of In-Car Entertainment by Category: Value 2020-2025
• Table 33 Sales of In-Car Entertainment by Category: % Volume Growth 2020-2025
• Table 34 Sales of In-Car Entertainment by Category: % Value Growth 2020-2025
• Table 35 NBO Company Shares of In-Car Entertainment: % Volume 2021-2025
• Table 36 LBN Brand Shares of In-Car Entertainment: % Volume 2022-2025
• Table 37 Distribution of In-Car Entertainment by Channel: % Volume 2020-2025
• Table 38 Forecast Sales of In-Car Entertainment by Category: Volume 2025-2030
• Table 39 Forecast Sales of In-Car Entertainment by Category: Value 2025-2030
• Table 40 Forecast Sales of In-Car Entertainment by Category: % Volume Growth 2025-2030
• Table 41 Forecast Sales of In-Car Entertainment by Category: % Value Growth 2025-2030

HOME AUDIO AND CINEMA IN THAILAND

KEY DATA FINDINGS

2025 DEVELOPMENTS

• Significant decline as consumers' habits change and they become more cautious
• Mahajak not only maintains its lead, but also sees the most dynamic growth, thanks to JBL's extensive portfolio
• Despite the dominance of appliances and electronics specialists, retail e-commerce sees a strong rising trend

PROSPECTS AND OPPORTUNITIES

• Increasing preference for portable entertainment devices to drive continued decline
• Although AI will be integrated to improve experiences, high price points likely to hamper adoption
• Aiming to meet the specific needs of the Thai population

CATEGORY DATA

• Table 42 Sales of Home Audio and Cinema by Category: Volume 2020-2025
• Table 43 Sales of Home Audio and Cinema by Category: Value 2020-2025
• Table 44 Sales of Home Audio and Cinema by Category: % Volume Growth 2020-2025
• Table 45 Sales of Home Audio and Cinema by Category: % Value Growth 2020-2025
• Table 46 NBO Company Shares of Home Audio and Cinema: % Volume 2021-2025
• Table 47 LBN Brand Shares of Home Audio and Cinema: % Volume 2022-2025
• Table 48 Distribution of Home Audio and Cinema by Channel: % Volume 2021-2025
• Table 49 Forecast Sales of Home Audio and Cinema by Category: Volume 2025-2030
• Table 50 Forecast Sales of Home Audio and Cinema by Category: Value 2025-2030
• Table 51 Forecast Sales of Home Audio and Cinema by Category: % Volume Growth 2025-2030
• Table 52 Forecast Sales of Home Audio and Cinema by Category: % Value Growth 2025-2030

HOME VIDEO IN THAILAND

KEY DATA FINDINGS

2025 DEVELOPMENTS

• Video players continues its declining trend, but the benefits of OLED TVs drive significant growth
• Samsung and LG extend their volume shares due to constant technological development
• Convenience, and the ability to find low prices online boost the share of retail e-commerce

PROSPECTS AND OPPORTUNITIES

• Slow and stable growth due to technological advances and lower prices
• Innovations in picture quality and smart TVs set to contribute to growth
• Advances in terms of convenient formats and AI integration

CATEGORY DATA

• Table 53 Sales of Home Video by Category: Volume 2020-2025
• Table 54 Sales of Home Video by Category: Value 2020-2025
• Table 55 Sales of Home Video by Category: % Volume Growth 2020-2025
• Table 56 Sales of Home Video by Category: % Value Growth 2020-2025
• Table 57 Sales of LCD TVs by Network Connectivity: % Retail Volume 2020-2025
• Table 58 NBO Company Shares of Home Video: % Volume 2021-2025
• Table 59 LBN Brand Shares of Home Video: % Volume 2022-2025
• Table 60 Distribution of Home Video by Channel: % Volume 2020-2025
• Table 61 Forecast Sales of Home Video by Category: Volume 2025-2030
• Table 62 Forecast Sales of Home Video by Category: Value 2025-2030
• Table 63 Forecast Sales of Home Video by Category: % Volume Growth 2025-2030
• Table 64 Forecast Sales of Home Video by Category: % Value Growth 2025-2030
• Table 65 Forecast Sales of LCD TVs by Network Connectivity: % Retail Volume 2025-2030

IMAGING DEVICES IN THAILAND

KEY DATA FINDINGS

2025 DEVELOPMENTS

• Continued significant decline as smartphone camera quality improves
• The popularity of GoPro action cameras drives share growth for Mentagram
• Competitive pricing and convenience drive strong share growth for retail e-commerce

PROSPECTS AND OPPORTUNITIES

• Continued decline as smartphones will be a preferred option for casual use
• Technological advances in products and manufacturing likely to be seen
• Strategic collaborations likely to be important in promotion

CATEGORY DATA

• Table 66 Sales of Imaging Devices by Category: Volume 2020-2025
• Table 67 Sales of Imaging Devices by Category: Value 2020-2025
• Table 68 Sales of Imaging Devices by Category: % Volume Growth 2020-2025
• Table 69 Sales of Imaging Devices by Category: % Value Growth 2020-2025
• Table 70 NBO Company Shares of Imaging Devices: % Volume 2021-2025
• Table 71 LBN Brand Shares of Imaging Devices: % Volume 2022-2025
• Table 72 Distribution of Imaging Devices by Channel: % Volume 2020-2025
• Table 73 Forecast Sales of Imaging Devices by Category: Volume 2025-2030
• Table 74 Forecast Sales of Imaging Devices by Category: Value 2025-2030
• Table 75 Forecast Sales of Imaging Devices by Category: % Volume Growth 2025-2030
• Table 76 Forecast Sales of Imaging Devices by Category: % Value Growth 2025-2030

PORTABLE PLAYERS IN THAILAND

KEY DATA FINDINGS

2025 DEVELOPMENTS

• Wireless speakers drives growth thanks to portability and the rise of smart homes
• The two leaders see share growth due to their good reputation for audio quality
• An increasing number of consumers turn to the wide product range and promotions offered by retail e-commerce

PROSPECTS AND OPPORTUNITIES

• Growth to be driven by wireless speakers due to smartphone compatibility and a wide product range at various prices
• Improvements expected beyond technological advancements
• Companies will need to adapt to changing consumer trends

CATEGORY DATA

• Table 77 Sales of Portable Players by Category: Volume 2020-2025
• Table 78 Sales of Portable Players by Category: Value 2020-2025
• Table 79 Sales of Portable Players by Category: % Volume Growth 2020-2025
• Table 80 Sales of Portable Players by Category: % Value Growth 2020-2025
• Table 81 NBO Company Shares of Portable Players: % Volume 2021-2025
• Table 82 LBN Brand Shares of Portable Players: % Volume 2022-2025
• Table 83 Distribution of Portable Players by Channel: % Volume 2020-2025
• Table 84 Forecast Sales of Portable Players by Category: Volume 2025-2030
• Table 85 Forecast Sales of Portable Players by Category: Value 2025-2030
• Table 86 Forecast Sales of Portable Players by Category: % Volume Growth 2025-2030
• Table 87 Forecast Sales of Portable Players by Category: % Value Growth 2025-2030

MOBILE PHONES IN THAILAND

KEY DATA FINDINGS

2025 DEVELOPMENTS

• Stability for smartphones despite challenges, due to increasing affordability and technological improvements
• Transsion Holdings maintains its dynamic growth trend, but Thai Samsung Electronics maintains its lead
• Broad product selection and exclusive online availability boost sales via retail e-commerce

PROSPECTS AND OPPORTUNITIES

• Limited growth due to maturity and changing priorities
• Technology and distribution set to see continued development
• Consumer demand for more convenient and sleek solutions will drive developments in formats, cameras, and batteries

CATEGORY DATA

• Table 88 Sales of Mobile Phones by Category: Volume 2020-2025
• Table 89 Sales of Mobile Phones by Category: Value 2020-2025
• Table 90 Sales of Mobile Phones by Category: % Volume Growth 2020-2025
• Table 91 Sales of Mobile Phones by Category: % Value Growth 2020-2025
• Table 92 Sales of Smartphones by Screen Size: % Retail Volume 2022-2025
• Table 93 NBO Company Shares of Mobile Phones: % Volume 2021-2025
• Table 94 LBN Brand Shares of Mobile Phones: % Volume 2022-2025
• Table 95 Distribution of Mobile Phones by Channel: % Volume 2020-2025
• Table 96 Forecast Sales of Mobile Phones by Category: Volume 2025-2030
• Table 97 Forecast Sales of Mobile Phones by Category: Value 2025-2030
• Table 98 Forecast Sales of Mobile Phones by Category: % Volume Growth 2025-2030
• Table 99 Forecast Sales of Mobile Phones by Category: % Value Growth 2025-2030
• Table 100 Forecast Sales of Smartphones by Screen Size: % Retail Volume 2025-2030

WEARABLE ELECTRONICS IN THAILAND

KEY DATA FINDINGS

2025 DEVELOPMENTS

• Smart wearables continues to drive growth due to features and functionality
• Apple draws level with Xiaomi due to brand loyalty and its premium image
• Omnichannel strategy allows companies to attract consumers however they want to shop

PROSPECTS AND OPPORTUNITIES

• As consumers look for better health insights and smart features, smart wearables is set to drive growth
• Technological advancements to offer greater health insights and longer battery life
• Greater personalisation for smartwatches, and growth opportunities for smart glasses

CATEGORY DATA

• Table 101 Sales of Wearable Electronics by Category: Volume 2020-2025
• Table 102 Sales of Wearable Electronics by Category: Value 2020-2025
• Table 103 Sales of Wearable Electronics by Category: % Volume Growth 2020-2025
• Table 104 Sales of Wearable Electronics by Category: % Value Growth 2020-2025
• Table 105 NBO Company Shares of Wearable Electronics: % Volume 2021-2025
• Table 106 LBN Brand Shares of Wearable Electronics: % Volume 2022-2025
• Table 107 Distribution of Wearable Electronics by Channel: % Volume 2020-2025
• Table 108 Forecast Sales of Wearable Electronics by Category: Volume 2025-2030
• Table 109 Forecast Sales of Wearable Electronics by Category: Value 2025-2030
• Table 110 Forecast Sales of Wearable Electronics by Category: % Volume Growth 2025-2030
• Table 111 Forecast Sales of Wearable Electronics by Category: % Value Growth 2025-2030

WIRELESS HEADPHONES IN THAILAND

KEY DATA FINDINGS

2025 DEVELOPMENTS

• TWS earbuds drives growth thanks to technological improvements and increasing affordability
• Xiaomi's innovative but affordable products ensure continued sales and share growth
• Retail e-commerce dominates and continues to grow, as low prices and customer reviews give consumers confidence to buy

PROSPECTS AND OPPORTUNITIES

• TWS earbuds set to drive growth as technology progresses and prices fall
• Upgrades to provide a superior listening experience expected, and developments in manufacturing and distribution
• More user-friendly, personalised headphones likely to be seen

CATEGORY DATA

• Table 112 Sales of Wireless Headphones by Category: Volume 2020-2025
• Table 113 Sales of Wireless Headphones by Category: Value 2020-2025
• Table 114 Sales of Wireless Headphones by Category: % Volume Growth 2020-2025
• Table 115 Sales of Wireless Headphones by Category: % Value Growth 2020-2025
• Table 116 NBO Company Shares of Wireless Headphones: % Volume 2021-2025
• Table 117 LBN Brand Shares of Wireless Headphones: % Volume 2022-2025
• Table 118 Distribution of Wireless Headphones by Channel: % Volume 2020-2025
• Table 119 Forecast Sales of Wireless Headphones by Category: Volume 2025-2030
• Table 120 Forecast Sales of Wireless Headphones by Category: Value 2025-2030
• Table 121 Forecast Sales of Wireless Headphones by Category: % Volume Growth 2025-2030
• Table 122 Forecast Sales of Wireless Headphones by Category: % Value Growth 2025-2030