2023消费电子出海白皮书

2023消费电子出海白皮书2023.06INDEX 湡䔶嶊餩歏㶩絈ⴔ饋麤嚋錢絈ⴔ饋麤封㾝呔㽷絈ⴔ饋麤Ⱒꝶ⴯倝絈ⴔ饋麤鵳Ⰶ꡶地01嵳㢪⚺銳㖑⼓䋑㖞〄㾝呔㽷嶊餩歏㶩䋑㖞⼓㚖ⴔ䋒⚺銳䋑㖞庈麤呔㽷⚺銳䋑㖞TA峯㻋02嵳㢪䋑㖞嶊餩馋⸷峯㻋倝梠㞯♴嶊餩䗱兰ㅷ碫꨽宠⵸屠馋⸷03Ⰼ椕DTCㅷ晥嵳㢪蠒Ꝉ馋⸷ㅷ晥䫏佞㣐渹♸馋⸷掚꡶稇勞♸ⰻ㺂倰屟04⚥㕂⟱⚌ⴀ嵳嚋ⲃ务㕂ㅷ晥涸⚆歲䕧ㆇ⸂ㅷ晥ⴀ嵳愿靶05• 絈ⴔ饋麤〄㾝呔㽷• 絈ⴔ饋麤Ⱒꝶ⴯倝• 絈ⴔ饋麤鵳Ⰶ꡶地嶊餩歏㶩絈ⴔ饋麤嚋錢01Ⰼ椕3C嶊餩䋑㖞䚪錢4Source: Statista, IDC, Gartner, ⚥㕂⻊㷖♸暟锐歏彂遤⚌⼸⠔, Meet IntelligenceⰌ椕3C䋑㖞錞垷⿺㟞Ɤ$4,184$5,003$4,731$4,983$5,214$2,024$2,642$2,518$2,525$2,657$1,248$2,214$2,472$2,738$3,4102016202120222023E2026E嶊餩歏㶩歏腰鸑雴霃㢊16’-22’CAGR22’-26’CAGR+12.0%+8.4%+3.7%+1.3%+2.1%+2.5%⽀⡙➉繠⯋㖈Ⰼ椕䚍鸑胆♸絑崸䕎⸷割⢕涸胜兞♴2022䎃侮⡤3C䋑㖞ꤴⰆ✫㟞Ɤ⨢忕䚪䋑㖞錞垷屗嫱䗎駮1.5%կ䩛劼♸歏腰➠僽剒㣐涸㘌湬ㅷ碫紨⽑侮⡤3C䋑㖞⡤ꆀ涸75%կꥥ满䩛劼ծ歏腰♸䎂匣瘝⚺崨3C❡ㅷ㖈Ⰼ椕薴㔵ⰻ涸幷鷳鷶幯鍘곝劢勻㟞ꆀ瑟ꢂ佐稒կ尙⸈鵛Ⳝ䎃絑崸♴遤⾓⸂㟞Ɤ⛘⸂կ尢♧倰꬗嶊餩歏㶩䋑㖞ⴭ㖈剒鵛Ⳝ䎃涸䋑㖞Ȿⴁ♴邍梡ⴀ匧䔂涸꯸䚍⽰⤑㖈氋䞔涸Ȿⴁ♴ 鵂⿡5䎃嶊餩歏㶩饋麤㹊梡✫⿽⡙侨㟞Ɤկ傈渤㟞⸈涸嶊餩罏꨽宠⠔⪶欰嶊餩歏㶩䋑㖞遥欰ⴀ梡刿撰랱끩絈ⴔ饋麤⢾㥵⯎歏⪰腊兰腊瑬䨥䋑㖞瘝瘝곫雦㖈3-5䎃ⰻ侮⚡嶊餩歏㶩饋麤⠔鵓勻䔂⸷㟞Ɤ劍կ嶊餩歏㶩ㅷ碫㘌湬饋麤5嶊餩歏㶩羭劼갉ㆇ兰腊瑬䨥䕧錠㬛⛙䶑䕧䶑⫸歏彂⪰腊갉ㆇ/䪋㡮㐼剣絁羭劼覰暅羭劼兰腊䩛邍兰腊滚ꞤVR霃㢊㢪縨儑爙霃㢊康䧬劼侨瀦湱劼鵘⸓湱劼偽➃劼⯎歏ꂁ⟝獴⸓歏彂㣐㺂ꆀ⪰腊嶊餩歏㶩㘌湬饋麤䋑㖞呔㽷Source: Statista, IDC, Gartner, ⚥㕂⻊㷖♸暟锐歏彂遤⚌⼸⠔, Meet Intelligence6嶊餩歏㶩絈ⴔㅷ碫䋑㖞錞垷⿺㟞Ɤ$1,032$1,413$440$810$552$597$200 $321 $248$2682016202120222023E2026E䶑䕧䶑⫸歏彂⪰腊䕧錠㬛⛙兰腊瑬䨥羭劼갉ㆇ16’-22’CAGR22’-26’CAGR-2.7%+2.0%+13.6% +12.6%+4.7%+2.0%+21.1% +16.5%+22.5%+8.2%⽀⡙➉繠⯋$2,214$2,473$2,738$1,248$3,410+11.7%+10.7%嶊餩歏㶩遤⚌侮⡤峀梡鳅넞涸䋑㖞꯸䚍♸㟞Ɤ悶⸂告屍⚡絈ⴔㅷ碫䧭Ɤ瑟ꢂ割♧կ• 넞㟞Ɤㅷ碫嶊餩꨽宠♸遤⚌ꬠ倝⿽끮⸓♴兰腊瑬䨥♸歏彂⪰腊䧭Ɤ⵸兞ꬋ䌢尰錜곫劍劢勻侨䎃ⰻ➠㼜⥂䭯2⡙侨涸㟞鸟• 珘㟞Ɤㅷ碫羭劼갉ㆇ侮⡤㼿剣鳅㣐幷鷳䲿⼮瑟ꢂ㼆忘駈礵絈⻊㖞兞❡ㅷ涸霎宠⛲㼜僽呍䗱㟞Ɤ挿• ⡛㟞Ɤㅷ碫䶑䕧䶑⫸♸䕧錠㬛⛙碫❡ㅷ劢勻㟞Ɤ瑟ꢂ剣ꣳ42%18%22%8%10%2022ㅷ碫⽑嫱嶊餩歏㶩㘌湬饋麤♴ぐ絈ⴔ❡ㅷㅷ碫涸欰ㄐワ劍䪊䲽7蟟蔠劍䧭Ɤ劍䧭擿劍邝鷍劍兰腊䩛邍兰腊滚ꞤVR霃㢊갉ㆇ剣絁羭劼偽絁羭劼鵘⸓湱劼侨瀦湱劼偽➃劼㢪䱹㾓儑康䧬劼⯎歏ꂁ⟝獴⸓歏彂㣐㺂ꆀ⪰腊㉁欽䫏䕧㹻欽䫏䕧䩛劼嶊餩歏㶩遤⚌涸封㾝僽⴯倝ㄤ꨽宠⿽ꅾ끮⸓涸屗♧絈ⴔㅷ碫涸割屗❡ㅷ饋麤⛲㢅✵割屗涸封㾝꣌媯♸欰ㄐ峬劍羭劼갉ㆇ兰腊瑬䨥䕧錠㬛⛙䶑䕧䶑⫸歏彂⪰腊㘌湬饋麤Source: Statista, Meet Intelligence8兰腊瑬䨥 – 封㾝呔㽷Ⰼ椕兰腊瑬䨥絈ⴔㅷ碫䋑㖞錞垷♸㟞Ɤ$188 $352 $545 $17 $86 $261 $2 $4 201820222026E18’-22’CAGR21%22’-26’ CAGR16.5%兰腊䩛邍•㟞Ɤ⡛⽀⟟涸Ⰶ꡶紩❡ㅷ㼜䩧䒓㼆歏㶩❡ㅷㄤ⨴䐀盗锐鿪Ⱓ馰幯崽涸⚎⽂千ծ䬘繠瘝倝Ⱓ䋑㖞⚁⚌䚍刿䔂ծ絯菔刿絛⸂涸❡ㅷ⛲㼜赠封欽䨪鵳遤⼮紩矿➿•畊✰䋑㖞㢴꧋务✵䩛劼ㅷ晥偫♴涸ꂁ㤛❡ㅷ⟄兰腊⻊⼸屗⚹呍䗱畊✰⸂կ舸㽵鿈ㅷ晥䧴⟄鵘⸓䧴⨴䐀⚁⚌䚍幷鷳넞꨽宠➃纈䧴⟄皍⽀⸆腊幷鷳⡛畮䋑㖞•꡶地蓿晙兜⿺♴❡ㅷ灇封ꦼ䏞鳅侨䎃⵸㣐䌴꣭⡛Ⰼ椕⣘䎾Ꝇ⡤禹⚹倝Ꝙㅷ晥䲿⣘㣐ꆀ➿䊨❡腊告⸆腊霃雦♸⢪欽㖞兞僽倝ㅷ晥䧭⸆用駈涸⵸䲿18’-22’ CAGR 17%22’-26’ CAGR 11.5%㣢鿈梖㹻倝Ꝙㅷ晥11兰腊滚Ꞥ•㟞Ɤ康䧬ծ⸅Ⱆ瘝㢴㖞兞涸䎾欽⸈帿䋑㖞꨽宠ⴀ梡僈儑㟞Ɤ•畊✰䋑㖞꧋务㖈鳅粉䒓㨤灇封❡ㅷ涸ㅷ晥务RokidNreal瘝务㕂ㅷ晥Ⱘ剣⯓封⠏⸷•꡶地⯕㷖⯋⟝⿺䗎㘗儑爙䪮助⢪遤⚌䕎䧭䪮助㠗㘠倝ㅷ晥鵳Ⰶ涸ꦼ䏞⨊넞18’-22’ CAGR 51%22’-26’ CAGR 22%㣢鿈梖㹻倝Ꝙㅷ晥1VR㣢儑•㟞Ɤ⣘䎾Ꝇ♳康䪮助鷶幯䧭擿⣘絛ꆀ䲿⼮䋑㖞꨽宠㖈⯋㸙㸿鷶姿幷鷳♴剣䨾瑲灶•畊✰湡⵸㘐倗呔㽷僈儑Meta♸Pico㖈䪮助♳㼿剣鳅ꦼ瑲灶涸⠏⸷•꡶地皾岁䧭⫸ㄤ⸓⡲䠭䎾Ⱘ剣鳅넞涸䪮助㠗㘠倝ㅷ晥鵳Ⰶ꨽銳䫏Ⰶ㣐ꆀ灇封餩欽18’-22’ CAGR 50%22’-26’ CAGR 32%㣢鿈梖㹻倝Ꝙㅷ晥Source: 㣢鿈ㅷ晥㸽緸, Meet Intelligence9兰腊瑬䨥 – Ⱒꝶ⴯倝兰腊䩛邍⴯倝꧋⚥✵㼆傈䌢⢪欽䠭涸䲿⼮2014䎃薜卓痦♧➿兰腊䩛邍絯菔傞ꢂ18㼭傞2015䎃⼶⚹痦♧➿兰腊䩛邍絯菔鴪ⵌ24㼭傞2019䎃㼭碛痦♧➿兰腊䩛邍絯菔〳鴪36㼭傞2020䎃OppoㄤVivo湱Ⱒ❡ㅷ絯菔剒넞〳鴪20㣔Ø兰腊䩛邍䒁Ɤ絯菔Ø⚁⚌䩛邍Ⱒ翫欰崞歋✵Ɤ傞ꢂ涸緸絞⢪欽㣐鿈ⴔ䩛劼ㅷ晥偫♴涸兰腊䩛邍鿪㶸㖈絯菔瀊匣湡⵸剒넞⛲尨腊⨞ⵌ鵛20㣔涸䖉劼絯菔կ㼆嶊餩罏罜鎊➠劍䖉满刿Ɤ涸絯菔傞ꢂ鵂勻鼙⯝곸籖⯎歏涸띿掓կ湡⵸絯菔䲿⼮䖤渤✵兰腊瑬䨥蓿晙涸涸鶛去2022䎃屍蓿晙宇㉁封䋒湱Ⱒ蓿晙㖈꣭⡛⸆署ㄤ㽯㼄涸屗傞䲿넞✫䚍腊곫劍劢勻⠔剣刿㢴兰腊䩛邍㹊梡馄Ɤ絯菔կ⚁⚌涸⨴䐀䧴鵘⸓港崵䩛邍⚹鷓䎾屍碫匧畮梠㞯鸑䌢侮⡤絯菔霃雦鳅Ɤկ告欰崞⸆腊涸♶模㊤僽鵯碫瑬䨥霃㢊偽岁㖈刿㢴嶊餩罏务兜⿺涸♧㣐⾲㔔կ剒鵛尰⟄僈儑溏ⵌ♧❈⚺䩧㘌湬곭㚖涸⚁⚌ㅷ晥䒓㨤㖈欰崞⻊⸆腊♳封⸂կ⢾㥵⚁⚌鵘⸓䩛邍⚹✫幷鷳馊勻馊㢴涸駵姿罏忘駈➭⟌傈䌢欰崞䨾꨽鿪㟞⸈✫➰妴ծ갉⛙瘝⸆腊կPolar Grit X Pro (2021)⢪欽絯菔7㣔呍䗱⸆腊⽡僤㖑㕃庛䏞儑爙匧畮梠㞯欰崞⸆腊ゑ갉⛙溏瀊⥌Garmin Forerunner 265 (2023)絯菔13㣔呍䗱⸆腊鵘⸓錞ⴢ䨪㢪騟絁駵姿⸓䙖過孻港崵㢴僤㹁⡙瘝欰崞⸆腊AMOLED鍘㾓佅➰Livetrack갉⛙乄佞Source: 㣢鿈ㅷ晥㸽緸, Meet Intelligence10兰腊瑬䨥 – Ⱒꝶ⴯倝䪮助ꬠ倝♴涸VR㣢儑⢪欽ꦼ䏞꣭⡛⢪欽㖞兞㣐ꆀ䒁⠽ØVR㣢儑⡤獤尊㼭⯋㸙㸿嚋䙁涸굥ꬕ剒粉尰⟄鷅彷ⵌ⼧䎃⵸䕹傞鷓䎾⯋㸙㸿涸❡ㅷ㽠剣✫㣢鿈儑爙霃㢊涸꧝䕎կ告粉劍歋✵⯕㷖