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STATE OF THE CE INDUSTRY

STATE OF THE CE INDUSTRY. …and the potential impact on product returns. Steve Koenig Director, Industry Analysis Consumer Electronics Association @ KoenigSteve skoenig@CE.org. With Special Focus On: . Today’s Trends …. Tomorrow’s Opportunities. Macro overview Channel trends

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STATE OF THE CE INDUSTRY

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  1. STATE OF THE CE INDUSTRY …and the potential impact on product returns. Steve Koenig Director, Industry Analysis Consumer Electronics Association @KoenigSteve skoenig@CE.org With Special Focus On:

  2. Today’s Trends … Tomorrow’s Opportunities • Macro overview • Channel trends • Shopping Behavior • Purchase Drivers What does all this mean for product returns?

  3. Macro Overview

  4. Industry Megatrends DEVICES Mobile Connected Devices M-commerce Showrooming Social More $ from fewer customers Relationships, community Partnerships • Mobility and connectivity • Consumer Empowerment • Engagement CONSUMERS RETAILING

  5. % Growth: 6.6% 7.7% 3.7% 0.2% 4.5% Source: CEA, U.S. CE Sales and Forecasts, July 2013

  6. CE Big Five 2013 Shipment Dollars (Billions) % HH Owning Source: CEA

  7. CE Lifecycles 9 Years 4 Years 3 Years 2 Years

  8. At immediate risk of becoming obsolete CE Devices Likely to Never Be Purchased Cell phone that is not a smartphone Most at risk in the near future Dedicated e-reader Portable game device Camcorder Portable digital audio/MP3 player GPS or navigation device Video game console Desktop computer Digital camera Tablet computer DVD or Blu-ray Disc player Laptop/netbook computer Source: CEA, 15th Annual CE Ownership Study, April 2013 Smartphone HDTV

  9. Trending in Technology CE returns watchlist? VIDEO • Ultra HDTV • Wireless Speakers • Soundbars • Headphones • Xbox ONE, PS4 • Wearable Tech AUDIO GAMING CES Tech Zone MOBILE

  10. Channel Trends

  11. % of CE Dollar Sales by Macro Channel 4Q End Sept 2013 Source: TraQline US Consumer Survey – Total CE

  12. Internet Retailers Continue to Gain $ Share $ Market Share Source: TraQline US Consumer Survey – Total CE

  13. CE Dollar Market Share: 4Q End Sept 2013 Source: TraQline Dollars R4Q Q2’13

  14. Retailing Trends SUNSET SUNRISE Store within a Store Brand Stores Specialty Stores Pop-Up Stores Big Box Retail Competing on Price Customer=Commodity

  15. CE Superstores Redefined • Relationships • Destination, Demos • Service • Smaller Footprints • Store within a Store • Solution Selling

  16. Impact to Returns GOOD • Brand and specialty stores potentially better at solution selling. • Retailers emphasize service; offer set-up • Online: more purchases ‘in absentia’? • Value mix moving up (higher expectations?) BAD

  17. (More Mobile)shopping behavior

  18. Spending on Consumer Electronics Average Annual Consumer Spend Annual Household Spend 2013 2012 2013 2012 Source: CEA CE Ownership and Market Potential Study (2013) Base: U.S. adults (n=2,000)

  19. Where Consumers Browse and Research CE Source: CEA Multi-Channel Alignment in CE Retail (2013) Base: Online U.S. Adults (n=1,027) Question 4: “How often do you use each of the following retail channels when browsing for and researching electronics products?”

  20. Omnichannel Marketing CEA Holiday Research: 50% of consumers will use a mobile device to help them shop for CE. 2013 Holiday Mobile Channel Sales 15% Of Online Holiday Sales 8.4 Billion Dollars

  21. Pre-Purchase Research Activities Source: CEA, Millennials: The New Face of Retail (2013) Base: Online U.S. U.S. Consumers ages 13+ Q: Which of the following activities, if any, did you do before purchasing the electronics product you purchased most recently?

  22. General In-Store Pre-Purchase Activities Source: CEA, Millennials: The New Face of Retail (2013) Base: Online U.S. U.S. Consumers ages 13+ Q: Which of the following activities do you usually do at a BRICK AND MORTAR STORE before purchasing an electronics product?

  23. Mobile Device Used for Shopping at Physical Store 22% Never (0%) Every time (100%) Often (50-74%) Usually (75-99%) Sometimes (25-49%) Rarely (1-24%) 37% 26% 15% 13% 7% 2% Source: CEA Multi-Channel Alignment in CE Retail (2013) Base: Online U.S. Adults (n=1,027) Question 20, “How often do you use a mobile device, such as a smartphone or tablet, when shopping for electronics products in a retailer’s physical store?”

  24. Impact on Returns GOOD • More than 1-800 number and web-page. • Consumers help themselves • Set-up, troubleshooting, repair • Compulsive Buying? • Gluttony of online purchasing BAD

  25. Site-to-Store Shipping is growing % Online Customers who choose “ship to store” 4% -10% -5% 7% 7% 4% 5% Source: TraQline Units R4Q Q2’13

  26. What’s drivingthe purchase?

  27. CE Product Purchase Drivers Source: CEA, Millennials: The New Face of Retail (2013) Base: Online U.S. Consumers ages 13+ Q: When you are deciding which electronics products to buy, how important are each of the following in your decision process?

  28. Experience & Assortment Increasingly Important in Store Selection % % Source: TraQline Units R4Q Q2’13

  29. Impact to Returns GOOD • More to the buy than just price. • Trusted brands • Shoppers seeking experience and know-how. • Bargain hunters will persist • Lower consumer tolerance for product/set-up issues? BAD

  30. 2014 International CES:Hot Products To Watch

  31. Theme for 2014 CES CONTEXT CONNECTIVITY DEVICES

  32. Smartphones • Trends for 2014 • Curved, semi-flexible screens • Samsung and LG • Will trickle down to other OEMs later • Pushing the limits of pixel density (PPI) • Much larger batteries • 4K video capture • More size experimentation

  33. Smartphones • Samsung Galaxy Round • Curved 1080p AMOLED display • MSRP ~$1300 (import) • US release early 2014 • Same specs as Note 3 • LG G Flex • Curved, flexible 6-inch 720p screen • MSRP ~$1000 (import) • Screen can flex up to 88 lbs force

  34. Smartphones • Huawei Ascend Mate II • Follow-up to 2013 CES debut • 2GB RAM, octa-core processor • Likely 6-inch 720p screen • Sony Xperia Z2 • Follow up to 2013 CES launch • Sony’s 2014 flagship • 20MP camera, 4K video capture • Water and dust resistant

  35. Tablets • Trends for 2014 • Size experimentation above 10.1 inches • Dual operating systems • X86 based designs might get some attention

  36. Tablets • Panasonic ToughPad 4K • 20-inch Windows 8.1 tablet • 2840x2560 IPS screen • Designed for “creatives” with stylus and Intel Core processor • Huawei PhoPad • Rumored CES release • Competitor to Asus PadFone • Smartphone docks into tablet • Asus TODAY announced PadFone v2 coming to US in 2014… • Samsung Galaxy Note 12.2 • Rumored to be in production • Possible CES debut?

  37. TVs: UHD 4K and Beyond • Trends for 2014 • Ultra HD everything, everywhere • Curved (and possibly flexible) displays • More OLED promises? • What about Ultra HD content • 2013 Netflix announcement

  38. TVs: UHD 4K and Beyond • LG Curved OLED TV • 77” curved OLED • 3D and SmartTV capable • Flexible TVs • Korean sources report that Samsung and LG may demo flexible TVs • Manipulate viewing angles for best possible picture • What about 3D? • Samsung 111” Ultra HD • Claim: World’s largest 240 Hz Ultra HD TV • Dish Network Virtual Joey app • Allows Dish customers access to content on other devices (consoles, SmartTVs) • Allows access without STB

  39. Health & Fitness • Trends for 2014 • Product mix is all over the map • Lots of traditional products with smartphone integration • CE bridges gap between electronics and other industries.

  40. Health & Fitness • Sleep Number x12 Bed • Allows for voice-controlled adjustments • Sleep tracking tech integrated with sleep patterns and quality data • Reebok Checklight • Checklight detects concussive impacts to athletes • Concussions in youth sports are a major concern

  41. 3D Printing • Trends for 2014 • A media darling, 3D printing is maturing • Format wars? • Extrusion vs. stereolithography • Price vs. output quality

  42. 3D Printing • WobbleWorks 3Doodler • World’s first 3D printing pen • Heats and cools plastic as it passes through the pen • $100, available Feb. • Pirate 3D “Buccaneer” • Began as a Kickstarter project • High-res 3D printer for consumer use • Has its own “app store” to download design files • $500, available April

  43. Wearables • Trends for 2014 • Wearables will be everywhere • Smartwatches will be the main focus • Most wearables will be focused on the sensors embedded in them • Innovation for wearables will be in software and how much like a “regular accessory” they look • Geek chic is not going to work for everyone

  44. Wearables • Neptune Pine Smartwatch • Takes a SIM card, requires no additional phone • Runs full Android OS • 2.4” screen, dual 5MP cameras • Started in 2013 as a Kickstarter project • Qualcomm Toq • Works with Android smartphones • Uses an always-on Mirasol e-paper display • Charges wirelessly and lasts for several days between charges

  45. Parting Thoughts • Mobile technology: the epicenter for returns? • The channel continues to innovate. • Engagement: SwS, apps, social, service, stores • Omnichannel Marketing • Price still important, but other factors rising. • Changing the narrative • CES 2014: Devices, Connectivity, Context Steve Koenig Director, Industry Analysis Consumer Electronics Association @KoenigSteve skoenig@CE.org

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