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Publication date: 14 Nov 2022

China’s PC Consumer Market Boosted by Back-To-School Season Against Trend

BEIJING, November 15, 2022 – According to recent IDC data from the China Monthly Personal Computing Device Tracker: Sales-Out, the PC sales-out in the consumer market in August reached 2.69 million units, a year-over-year (YoY) increase of 10.2% - driven by the back-to-school season and the 818 shopping festival. In contrast, the commercial market saw weak demand due to the impact of the COVID-19 pandemic: 1.15 million units were sold in the small and medium-sized business (SMB) market, a YoY decrease of 15.2%; and 1.12 million units were sold in the corporate market (large businesses, education, and government market), a YoY decrease of 18.6%. Sales-out in the commercial PC market totaled 4.97 million units in August, down to 4.1% YoY.

The Back-To-School Season Propels the Rapid Growth of the Laptop Consumer Market in August

In the student market, ultra-thin laptops have won the favor of more female students due to their portability and attractive appearance; and high-performance laptops equipped with high-end discrete graphics cards meet the needs of students for after-school multimedia entertainment while meeting their needs for taking online classes. Under the promotion of the back-to-school season, laptop sales in the consumer market in August were 2.25 million units, up 18.4% YoY. Due to the 818 shopping festival, the share of the sales-out through ecommerce channels in the consumer laptop market reached 64.0% in August.

Specialized and Sophisticated Enterprises that Produce New and Unique Products Lead the Procurement Trend of Small and Medium-Sized Businesses (SMBs).

China’s Ministry of Industry and Information Technology (MIIT) defined SMBs featuring specialization, refinement, distinction, and innovation as specialized and sophisticated enterprises that produce new and unique products. MIIT expects to achieve its goal of cultivating one million innovative SMBs, 100,000 specialized and sophisticated enterprises that produce new and unique products, and 10,000 "little giant" companies by 2025. With their sustainability and high performance, PC devices have also become an important production tool for enterprises on their path toward becoming specialized and sophisticated enterprises that produce new and unique products.

With the ongoing development of the program, the abovementioned initiative will undoubtedly drive the trend of machine purchases by SMBs over the next three years. According to IDC's China Monthly Personal Computing Device Tracker: Sales-Out, it is expected that by 2025, the sales-out of PCs for SMBs will reach 14.81 million units, an increase of 11.3% over 2022, among which the sales-out of laptops in the SMB market will reach 7.57 million units, an increase of 22.5% over 2022. Therefore, the continuous demand for PC products by national-level "little giant" companies will play an active role in promoting the consumption of the SMB market.

The Corporate Market Favors Procurement Through eCommerce Platforms.

Data released by National Bureau of Statistics of China in July showed that government revenue fell by 10.2% YoY. IDC predicts that sales-out of PC in the corporate market will have a YoY drop of 24.7% in 2022.

Chinese enterprises' procurement through ecommerce platforms has continuously expanded, from the initial procurement of general-purpose supplies for enterprise consumption to production materials. Even from the initial product procurement to the enterprise service procurement are through ecommerce platforms in the corporate market. IDC predicts that the proportion of PC shipments through ecommerce platforms in the corporate market will reach 19.4% in 2022, and 21.3% in 2025.The continuously deepening application of advanced digital technologies such as big data, cloud computing, artificial intelligence (AI), and Internet of Things (IoT) has significantly enhanced the digitalization and intelligence of enterprise procurement.

“The arrival of the back-to-school season and the holding of 818 shopping festival at various ecommerce platforms greatly promoted the growth of the consumer laptop market in August. The continuous demand of national ‘little giant’ companies for PC products will greatly promote consumption in the SMBs market. With the continuously deepening application of digital technologies, the corporate market prefer secommerce platforms for their procurement,” Marco Xu, Market Analyst, IDC China.

View the full report here: China Monthly Personal Computing Device Tracker: Sales-Out

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International Data Corporation (IDC) is the premier global provider of market intelligence, advisory services, and events for the information technology, telecommunications, and consumer technology markets. With more than 1,300 analysts worldwide, IDC offers global, regional, and local expertise on technology and industry opportunities and trends in over 110 countries. IDC's analysis and insight helps IT professionals, business executives, and the investment community to make fact-based technology decisions and to achieve their key business objectives. Founded in 1964, IDC is a wholly-owned subsidiary of International Data Group (IDG), the world's leading tech media, data and marketing services company. To learn more about IDC, please visit Follow IDC on Twitter at @IDCAP and LinkedIn. Subscribe to the IDC Blog for industry news and insights.