Author Beijing Zhongyikang Times Market Research Co., Ltd. Wang Yongmei
The market is gradually shrinking and the prospects are dim
The traditional way of enjoying music has gradually changed. With the advent of the information age, young office workers have long since ignored CDs, and the Internet has become the main channel for music communication. In addition, various digital products that can listen to music and watch videos frequently appear in the market and become the new darling of young people. These digital products are small in size, easy to carry, novel in style, and colorful in color, thus occupying the market of audio equipment. Share. As a part of the music distribution, the sales market should focus on the appliance stores in the first and second-tier cities. The emergence of various audio and video players has enabled consumers to have more and better choices, and the sales of the integrated audio market are showing a gradual decline. In terms of retail volume, compared with 2008, the cumulative decline was 36.9%. Compared with the previous year, the cumulative decrease was 21.5% in 2010. In terms of retail sales, compared with 2008, the cumulative decline was 17.4%. In 2010, compared with the previous year, the cumulative decline was 8.1%.
Source: Beijing Zhongyi Kang Times Market Research Co., Ltd.
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High brand concentration
According to the Yikang retail monitoring data of the authoritative organization, the brand structure of the integrated audio market is basically stable, and the market concentration is getting higher. The top ten brands account for more than 80% of sales, while the top three Philips, BBK and Olek occupy More than half of the market share, which shows that the concentration of the brand in the integrated audio market is very high, especially strong brands.
Among the top ten brands, domestic brands accounted for five, and the rankings from the second to the fourth are domestic brands, which shows that the advantages of domestic brands are quite obvious, occupying a certain position in the audio market. Philips has always dominated the audio market, and its sales volume has been slowly climbing. As of the fourth quarter of 2010, sales accounted for 40.1%. From the performance of Philips, it can be seen that in the audio market, “Strong Hengqiang The trend is also more obvious.
Data source: 3526 stores in 337 cities of Beijing Zhongyikang Times Market Research Co., Ltd.
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Domestic brands gradually withdraw from foreign brands and lead the way
Data source: 3526 stores in 337 cities of Beijing Zhongyikang Times Market Research Co., Ltd.
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In general, domestic brands in the early confrontation with the joint venture brand in early 2009, domestic brands seized the opportunity, sales accounted for 56.3%, with the passage of time, due to various technical reasons, the domestic brand's living space gradually Exposed by the joint venture brand, as of the fourth quarter of 2010, in terms of retail volume, the living space of domestic brands slipped to 22.7%. In terms of retail sales, the joint venture brand dominated high-end products and occupied 93.0% of the country. Leave a domestic space of 7.0% of the living space.
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