中國家電市場

2025年，受再形成消費行為和市場動態的關鍵因素驅動，中國家電零售將持續成長。隨著收入水準的提高和生活方式的演變，消費者對家電的需求日益多樣化和精細化。中國消費者不再只是注重基本功能，而是越來越重視智慧化、便利化、創新化和品牌價值。

Euromonitor International的《中國消費電子市場報告》全面展現了中國用、可攜式和車載消費性電子市場的規模和格局。報告提供最新的零售數據，幫助您識別推動成長的產業。該報告還甄選了主要企業和品牌，並對影響市場的關鍵因素（包括新產品開發、分銷和定價問題）進行了策略分析。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、家用電器、可攜式電器

數據範圍：市場規模（實際和預測）、企業市場占有率、品牌佔有率、分銷數據

為什麼要購買這份報告？

• 詳細了解家電市場
• 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

目錄和表格列表

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
• 家電市場未來前景如何？

市場數據

免責聲明

資訊來源

中國電腦及周邊設備

關鍵數據結果

2025年的發展

• 政府獎勵策略推動電腦及周邊設備成長
• 主要品牌聯想和華為銷量均有成長，但被榮耀超越
• 儘管零售電子商務佔據主導地位，但預計 2025 年其銷售額將實現最強勁的成長

前景與機會

• 經濟成長將由持續的經濟發展和消費模式的改變所驅動
• 人工智慧與新製造技術的融合有望
• 預計華為 2025 年的關鍵發展將影響預測期

分類資料

中國的車載娛樂系統

關鍵數據結果

2025年的發展

• 由於行動裝置的興起，所有類別都將下降，但車載導航將受到最嚴重的打擊
• Flyaudio Corp 儘管銷售額下滑，但仍保持領先地位
• 零售電子商務佔有率持續成長，但實際銷售額仍在下降

前景與機會

• 透過整合系統持續減少
• 人工智慧車載娛樂系統預計將持續成長
• 跨產業合作將變得越來越重要

分類資料

中國家庭音響及電影

關鍵數據結果

2025年的發展

• 只有家庭劇院和揚聲器系統能夠逆轉競爭設備的下滑趨勢。
• 飛利浦保持領先地位，部分得益於其先進的 AI 降噪演算法
• 零售電子商務將成為利用 3D 互動式工具的關鍵管道

前景與機會

• 消費者獲取和欣賞音樂和影片的方式的改變將導致收入持續下降
• 預測期內公司面臨的機會與挑戰
• 改善使用者體驗和滿足消費者需求至關重要

分類資料

中國家庭影片

關鍵數據結果

2025年的發展

• 2025年家庭影片的下降速度將受到多種因素的限制。
• 青島海信電器憑藉優質產品和先進技術不斷擴大領先地位
• 由於便利性和促銷活動，零售電子商務的佔有率持續成長

前景與機會

• 持續轉向更高品質的家庭視訊產品，例如 OLED 電視
• 預計未來生產效率將持續提高。
• AR/VR 增強觀看體驗並滿足消費者對永續性的需求

分類資料

中國影像設備

關鍵數據結果

2025年的發展

• 數位相機銷量下滑，但影片平台帶動數位攝影機銷量成長
• Canon透過不斷推出技術先進的產品保持領先地位
• 零售電子商務具有許多優勢，包括具有競爭力的價格，將成為主要的分銷管道

前景與機會

• 智慧型手機將繼續威脅影像設備的銷售
• 產品差異化、技術提昇明顯
• 高階數位攝影機帶來成長機會

分類資料

中國可攜式播放器

關鍵數據結果

2025年的發展

• 消費者對智慧無線揚聲器失去興趣，導致銷量大幅下降
• 小米憑藉著策略定價和米家生態系統整合擴大了可攜式播放器的領先地位
• 零售電子商務持續主導分銷

前景與機會

• 整體，預計複合年成長率為負，但主要因素預計是無線揚聲器銷量下降
• 最佳化和個人化在未來將變得重要
• 期待看到更多沉浸式和互動式體驗的出現

分類資料

中國行動電話

關鍵數據結果

2025年的發展

• 隨著消費者從功能手機轉向該類別的升級，智慧型手機正在實現成長。
• 華為憑藉 HarmonyOS NEXT 的推出和折疊式設備的強勁表現重新奪回領先地位
• 隨著參與企業調整流程，零售電子商務的主導地位正在增強

前景與機會

• 補貼和技術進步預計將推動持續成長
• 人工智慧功能將成為消費者升級智慧型手機的主要動力
• 智慧生態系統的整合可望加速

分類資料

中國的穿戴電子產品

關鍵數據結果

2025年的發展

• 更健康的生活方式和技術進步將推動智慧穿戴裝置的成長
• 華為和小米保持領先地位，但規模較小的參與企業正在變得更加強大
• 快速配送和直播助力零售電商持續成長

前景與機會

• 隨著目標市場的擴張和技術的進步，持續成長
• 人口細分可能帶來成長機會
• 增強健康指標和生活方式整合

分類資料

中國無線耳機

關鍵數據結果

2025年的發展

• TWS 耳機由於可用性和技術創新而持續成長
• 儘管市場高度分散，小米和華為仍保持領先地位
• 拼多多、抖音等新興網路平台表現良好

前景與機會

• 隨著越來越多的消費者擁有多副耳機，預計銷售量將繼續成長
• 隨著佔領華爾街運動和場景化創新的興起，收入預計將繼續成長
• 高階和經濟型市場均有成長機會

分類資料

In 2025, retail volume sales of consumer electronics in China continued to rise, driven by significant factors that reshaped consumer behaviour and market dynamics. As income levels increased and lifestyles evolved, consumer demand for consumer electronics became more diverse and sophisticated. Chinese consumers were no longer solely focused on basic functionality; instead, they placed a greater emphasis on intelligence, convenience, innovation, and brand value. This demand for consumption upgra...

Euromonitor International's Consumer Electronics in China 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 CHINA

KEY DATA FINDINGS

2025 DEVELOPMENTS

• Government stimulus measures drive growth for computers and peripherals
• The leading Lenovo and Huawei brands see sales growth, but are outperformed by Honor
• Despite its dominance, retail e-commerce sees the strongest sales growth in 2025

PROSPECTS AND OPPORTUNITIES

• Growth will be driven by ongoing economic development and evolving consumption patterns
• The integration of AI and new manufacturing techniques expected
• Important development by Huawei in 2025 set to have an impact in the forecast period

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 CHINA

KEY DATA FINDINGS

2025 DEVELOPMENTS

• All categories decline due to popularity of mobile devices, but in-car navigation suffers the most
• Flyaudio Corp maintains its lead despite falling sales
• Retail e-commerce maintains share growth, but still sees an actual sales decline

PROSPECTS AND OPPORTUNITIES

• Continued decline due to integrated systems
• Growth in AI-powered in-car entertainment systems expected to continue
• Cross-industry collaboration will be increasingly important

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 CHINA

KEY DATA FINDINGS

2025 DEVELOPMENTS

• Only home cinema and speaker systems is able to buck the declining trend resulting from competition from other devices
• Philips maintains its lead, in part due to advanced AI noise reduction algorithms
• Retail e-commerce becomes the dominant channel, utilising 3D interactive tools

PROSPECTS AND OPPORTUNITIES

• Changes in the way consumers access and enjoy music and videos will drive a continued sales decline
• Opportunities and challenges for companies in the forecast period
• Enhancing the user experience and meeting consumers' needs will be paramount

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 CHINA

KEY DATA FINDINGS

2025 DEVELOPMENTS

• Several factors limit the rate of decline for home video in 2025
• Offering quality products and advanced technology, Qingdao Hisense Electric extends its lead
• Retail e-commerce maintains share growth due to convenience and promotions

PROSPECTS AND OPPORTUNITIES

• A continued move towards higher quality home video products such as OLED TVs
• Enhancements to production efficiency set to continue
• Improving the viewing experience through AR/VR, and meeting consumers' sustainability demands

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 CHINA

KEY DATA FINDINGS

2025 DEVELOPMENTS

• While digital cameras maintains its declining trend, short video platforms drive growth for digital camcorders
• The continual launch of technologically advanced products maintains Canon's leadership
• Offering many benefits, including competitive prices, retail e-commerce becomes the leading distribution channel

PROSPECTS AND OPPORTUNITIES

• Smartphones will continue to threaten sales of imaging devices
• Product differentiation and technological upgrading likely to be seen
• High-end digital camcorders set to offer growth opportunities

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 CHINA

KEY DATA FINDINGS

2025 DEVELOPMENTS

• Consumers lose interest in smart wireless speakers, driving significant decline
• Xiaomi extends its lead in portable players with strategic pricing and the integration of its Mi Home ecosystem
• Retail e-commerce continues to dominate distribution

PROSPECTS AND OPPORTUNITIES

• Negative CAGRs across the board, but falling sales of wireless speakers set to be the major factor
• Optimisation and personalisation set to be significant moving forward
• The anticipated rise of more immersive and interactive experiences

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 CHINA

KEY DATA FINDINGS

2025 DEVELOPMENTS

• Growth for smartphones as consumers switch from feature phones and upgrade within the category
• Huawei regains its lead with launch of HarmonyOS NEXT and strength in foldables
• Increasing dominance of retail e-commerce as players adjust their processes

PROSPECTS AND OPPORTUNITIES

• Continued growth anticipated due to subsidies and technological advancements
• AI capabilities will serve as a primary motivator for consumers to upgrade their smartphones
• Accelerated integration of smart ecosystems expected

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 CHINA

KEY DATA FINDINGS

2025 DEVELOPMENTS

• Smart wearables drives growth due to healthier lifestyles and technological advancements
• Although Huawei and Xiaomi maintain their leading positions, smaller players see stronger growth
• Fast delivery and livestreaming contribute to continued growth for retail e-commerce

PROSPECTS AND OPPORTUNITIES

• Continued growth as the target market widens and technology improves
• Demographic segmentation likely to offer growth opportunities
• Enhanced health metrics and lifestyle integration

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 CHINA

KEY DATA FINDINGS

2025 DEVELOPMENTS

• TWS earbuds continues to drive growth due to accessibility and technological breakthroughs
• Despite high fragmentation, Xiaomi and Huawei maintain their leading positions
• Emerging online platforms such as Pinduoduo and Douyin perform well

PROSPECTS AND OPPORTUNITIES

• Sales set to continue to grow as more consumers own multiple pairs of headphones
• Sales set to continue to grow along with the rise of OWS and scenario-specific innovation
• Growth opportunities for both the premium and budget segments

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