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26 Oct 2017

A Closer Look at China’s eTailer Trend for Devices in 2017

SINGAPORE, October 27th, 2017 – The eTailer channel continues to be a popular channel for consumers to purchase devices in China. The following charts show the eTailer channel trends for the various devices between the 2016Q1-2017Q3 period, and they essentially highlight that the eTailer channel continue to be an important channel for the sale of devices in China.

In the chart below, we can see that despite the PC market declining, the eTailer channel continues to grow.

From 2017Q1 onwards, eTailers have been making up more than 45% of market share for notebooks, showing the importance of this channel for this product. With the help of the 618 eTailer sale in 2017Q2, it also helped eTailers to grow its market share to reach more than 50% then.

The consumer desktops (including DIY desktops) sold through the eTailer channel has still been able to see a YoY growth for some quarters in 2017. In 2017Q2, units sold through JD.com made up 93.7% of the overall units sold through eTailers.

The eTailer channel is also important for the printer market, as its YoY growth for 2017 continues to grow at a rate of more than 50%.

The share of eTailers continue to grow for projectors, making up more than 30% of the market in 2017.

Since the start of 2017, for products such as tablets and smartphones, we are starting to see more vendors launching their models through the online channel first. For example, in September, Meizu first chose to launch its Meilan Note 6 through the online channel. We see that the eTailer channel continues to grow even as growth for the overall mobile phone market remains flat.

On 5 October 2017, Intel first launched its 8th Gen Core CPU exclusively on JD.com alone, showing the importance they are placing on the eTailer channel. Even with the tablet market declining YoY in 2017Q3, the eTailer channel continues to grow.

The overall monitor market can be seen to be declining. However, the gaming monitor segment is a market that's continuing to grow. It saw an 85.2% YoY growth in 2017Q3 for the overall market, and JD.com saw its sales for gaming monitors growing at 247% YoY in 2017Q3.

For newer products such as the virtual reality headsets, we also see how eTailers continue to make up more than half of the overall market for the past 3 quarters.

The wearables market continues to grow and eTailers made up close to half of the overall market.

- Ends -

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