泰国家电市场

2025年，泰国家电零售呈现缓慢成长态势，扭转了自2020年以来持续下滑的颓势，再次呈现成长迹象。这一成长部分源自于市场对价格分布产品的需求成长，中国品牌的大量涌入和强劲的市场表现加剧了价格竞争。价格分布产品的普及使得更多消费者能够轻鬆获得家电产品，从而刺激了零售单位销售的成长。

Euromonitor International的《泰国家电市场》报告全面介绍了泰国家用、可携式和车载家电市场的规模和格局。报告提供最新的零售数据，帮助您识别推动成长的产业。该报告还甄选了主要企业和品牌，并对影响市场的关键因素进行了策略性分析，包括新产品开发、分销和定价问题。报告也预测了市场未来的发展方向。

目标产品：电脑及周边设备、车上娱乐系统、家用消费性电子产品、可携式消费性电子产品

数据范围：市场规模（实际和预测）、企业市场占有率、品牌份额、分销数据

为什么要购买这份报告？

• 详细了解消费性电子市场
• 确定成长领域并确定变革的驱动力
• 了解竞争格局、主要市场参与企业和主要品牌
• 使用五年预测来评估市场预期如何发展

欧睿国际在出版市场研究报告、商业参考书和线上资讯系统方面拥有超过50年的经验。公司在伦敦、芝加哥、新加坡、上海、维尔纽斯、杜拜、开普敦、圣地牙哥、雪梨、东京、班加罗尔、圣保罗、首尔、香港、杜塞尔多夫和墨西哥城设有办事处，并拥有遍布100个国家的分析师网络。凭藉其独特的能力和对多元化市场的理解，公司能够开发可靠的资讯资源，为明智的策略规划提供支援。

目录

目录和表格

执行摘要

• 2025 年消费性电子产品：整体情况
• 2025年的主要趋势
• 竞争格局
• 通路开发
• 家电的未来

市场数据

免责声明

资讯来源

泰国计算机及周边设备

关键数据结果

2025年的发展

• 儘管整体下滑，笔记型电脑和印表机仍是亮点
• 佳能和戴尔表现良好，但联想儘管销量下滑，仍有成长潜力
• 零售电子商务凭藉丰富的产品种类和具有竞争力的价格持续成长

前景与机会

• 零售维持稳定，但不同类别的表现有所不同
• 产品和分销的预期变化
• 人工智慧电脑将变得更加普及，并受到更多消费者的青睐

分类资料

泰国的车载娱乐系统

关键数据结果

2025年的发展

• 受整合系统和智慧型手机普及的影响，整体下滑
• 先锋的良好声誉帮助经销商 Rimbunan Kuasa 扩大领先地位
• 儘管零售电子商务份额不断增长，但大多数消费者仍会在线下购物寻求专家建议和试穿

前景与机会

• 对经济实惠的解决方案和高级产品的双重需求
• 适应不断变化的消费者需求至关重要
• 消费者重视更个人化的体验

分类资料

泰国家庭音响与戏院

关键数据结果

2025年的发展

• 随着消费者习惯的改变和人们变得更加谨慎，价格大幅下降
• Mahajak 不仅保持领先地位，而且得益于 JBL 的广泛产品组合，实现了最具活力的成长
• 儘管专业家电和电子产品商店占据主导地位，但零售电子商务仍呈现强劲上升趋势

前景与机会

• 人们对携带式娱乐设备的日益偏好导致其持续下滑
• 人工智慧将被整合以改善体验，但高昂的价格可能会阻碍其普及
• 旨在满足泰国人的特定需求

分类资料

泰国家庭影片

关键数据结果

2025年的发展

• 视讯播放器销量持续下滑，但 OLED 电视销量大幅成长
• 三星和LG透过持续的技术开发扩大销售量份额
• 网路上的便利性和找到更低价格的能力正在推动零售电子商务份额的成长

前景与机会

• 由于技术进步和价格下降，成长缓慢而稳定
• 画质和智慧电视创新有望推动成长
• 便捷格式和人工智慧整合的进步

分类资料

泰语成像设备

关键数据结果

2025年的发展

• 随着智慧型手机相机品质的提高，这一数字仍在大幅下降
• GoPro运动摄影机的流行推动了 Mentagram 市场份额的成长
• 有竞争力的价格和便利性推动零售电子商务份额大幅成长

前景与机会

• 随着智慧型手机越来越成为日常使用的首选，这一趋势持续下降。
• 我们看到产品和製造技术的进步。
• 战略合作在促销中可能很重要

分类资料

泰国的可携式播放器

关键数据结果

2025年的发展

• 便携性和智慧家庭的兴起将推动无线扬声器的成长
• 两家公司在音频品质方面的良好声誉预计将带来市场份额的成长
• 消费者越来越多地关注电子商务零售商提供的各种产品和促销活动。

前景与机会

• 无线扬声器凭藉智慧型手机相容性和广泛的价格分布推动成长
• 预计技术进步将超越预期
• 企业需要适应不断变化的消费趋势

分类资料

泰国行动电话

关键数据结果

2025年的发展

• 价格上涨和技术进步意味着智慧型手机面临挑战，但仍保持稳定
• 传音控股保持强劲成长势头，但三星电子泰国仍保持领先
• 广泛的产品种类和纯线上销售推动了零售电子商务的销售成长

前景与机会

• 由于成熟度和优先级变化导致的成长受限
• 预计技术和分销将继续发展
• 消费者对更便利、更复杂的解决方案的需求推动了格式、相机和电池的发展

分类资料

泰国的可穿戴电子产品

关键数据结果

2025年的发展

• 智慧型穿戴装置凭藉其特性和功能持续成长
• 苹果在品牌忠诚度和高端形象方面与小米竞争
• 全通路策略使企业能够根据客户的购买意愿吸引客户

前景与机会

• 随着消费者寻求更好的健康资讯和智慧功能，智慧穿戴装置将推动成长
• 技术进步提供更好的健康资讯和更长的电池寿命
• 智慧型手錶个人化增强，智慧眼镜增长机会

分类资料

泰国无线耳机

关键数据结果

2025年的发展

• TWS 耳机的成长得益于技术进步和价格上涨
• 小米创新且价格实惠的产品确保销售和市场份额持续成长
• 由于低价和客户评论推动消费者的购买意愿，零售电子商务持续成长，占据市场主导地位。

前景与机会

• TWS 耳机有望因技术进步和价格下降而推动成长
• 期望升级能提供卓越的聆听体验，以及在製造和分销方面的进步。
• 更用户友好和个性化的耳机可能会出现

分类资料

In 2025, retail volume sales of consumer electronics in Thailand experienced low growth, marking a return to expansion following consecutive declines since 2020. This uptick can be partially attributed to heavy demand for affordable products, with the significant influx and strong presence of Chinese brands intensifying the price competition. While the availability of budget-friendly options likely spurred retail volume growth by making consumer electronics more accessible to a broader consumer...

Euromonitor International's Consumer Electronics in Thailand report offers a comprehensive guide to the size and shape of the in-home, portable and in-car consumer electronics products markets at a national level. It provides the latest retail sales data, allowing you to identify the sectors driving growth. It identifies the leading companies, the leading brands and offers strategic analysis of key factors influencing the market- be they new product developments, distribution or pricing issues. Forecasts illustrate how the market is set to change.

Product coverage: Computers and Peripherals, In-Car Entertainment, In-Home Consumer Electronics, Portable Consumer Electronics.

Data coverage: market sizes (historic and forecasts), company shares, brand shares and distribution data.

Why buy this report?

• Get a detailed picture of the Consumer Electronics market;
• Pinpoint growth sectors and identify factors driving change;
• Understand the competitive environment, the market's major players and leading brands;
• Use five-year forecasts to assess how the market is predicted to develop.

Euromonitor International has over 50 years' experience of publishing market research reports, business reference books and online information systems. With offices in London, Chicago, Singapore, Shanghai, Vilnius, Dubai, Cape Town, Santiago, Sydney, Tokyo, Bengaluru, Sao Paulo, Seoul, Hong Kong, Dusseldorf and Mexico City and a network of analysts in 100 countries, Euromonitor International has a unique capability and an understanding of diverse markets to develop reliable information resources to help drive informed strategic planning. To learn more about how our research solutions can support you, contact your local Euromonitor International office.

TABLE OF CONTENTS

List Of Contents And Tables

EXECUTIVE SUMMARY

• Consumer electronics in 2025: The big picture
• 2025 key trends
• Competitive landscape
• Channel developments
• What next for consumer electronics?

MARKET DATA

• Table 1 Sales of Consumer Electronics by Category: Volume 2020-2025
• Table 2 Sales of Consumer Electronics by Category: Value 2020-2025
• Table 3 Sales of Consumer Electronics by Category: % Volume Growth 2020-2025
• Table 4 Sales of Consumer Electronics by Category: % Value Growth 2020-2025
• Table 5 NBO Company Shares of Consumer Electronics: % Volume 2021-2025
• Table 6 LBN Brand Shares of Consumer Electronics: % Volume 2022-2025
• Table 7 Distribution of Consumer Electronics by Channel: % Volume 2020-2025
• Table 8 Forecast Sales of Consumer Electronics by Category: Volume 2025-2030
• Table 9 Forecast Sales of Consumer Electronics by Category: Value 2025-2030
• Table 10 Forecast Sales of Consumer Electronics by Category: % Volume Growth 2025-2030
• Table 11 Forecast Sales of Consumer Electronics by Category: % Value Growth 2025-2030

DISCLAIMER

SOURCES

• Summary 1 Research Sources

COMPUTERS AND PERIPHERALS IN THAILAND

KEY DATA FINDINGS

2025 DEVELOPMENTS

• Despite overall decline, laptops and printers are bright spots
• Canon and Dell perform well, while despite a sales decline Lenovo still has growth potential
• Retail e-commerce continues to see share growth due to a broad product range and competitive pricing

PROSPECTS AND OPPORTUNITIES

• Stable retail volume sales, although performances will vary across categories
• Transformation in products and distribution anticipated
• AI computers set to become more accessible and demanded by a wider range of consumers

CATEGORY DATA

• Table 12 Sales of Computers and Peripherals by Category: Volume 2020-2025
• Table 13 Sales of Computers and Peripherals by Category: Value 2020-2025
• Table 14 Sales of Computers and Peripherals by Category: % Volume Growth 2020-2025
• Table 15 Sales of Computers and Peripherals by Category: % Value Growth 2020-2025
• Table 16 Sales of Computers by Category: Business Volume 2020-2025
• Table 17 Sales of Computers by Category: Business Value MSP 2020-2025
• Table 18 Sales of Computers by Category: Business Volume Growth 2020-2025
• Table 19 Sales of Computers by Category: Business Value MSP Growth 2020-2025
• Table 20 NBO Company Shares of Computers and Peripherals: % Volume 2021-2025
• Table 21 LBN Brand Shares of Computers and Peripherals: % Volume 2022-2025
• Table 22 Distribution of Computers and Peripherals by Channel: % Volume 2020-2025
• Table 23 Forecast Sales of Computers and Peripherals by Category: Volume 2025-2030
• Table 24 Forecast Sales of Computers and Peripherals by Category: Value 2025-2030
• Table 25 Forecast Sales of Computers and Peripherals by Category: % Volume Growth 2025-2030
• Table 26 Forecast Sales of Computers and Peripherals by Category: % Value Growth 2025-2030
• Table 27 Forecast Sales of Computers by Category: Business Volume 2025-2030
• Table 28 Forecast Sales of Computers by Category: Business Value MSP 2025-2030
• Table 29 Forecast Sales of Computers by Category: Business Volume Growth 2025-2030
• Table 30 Forecast Sales of Computers by Category: Business Value MSP Growth 2025-2030

IN-CAR ENTERTAINMENT IN THAILAND

KEY DATA FINDINGS

2025 DEVELOPMENTS

• Decline across the board due to integrated systems and smartphones
• Pioneer's good reputation enables distributor Rimbunan Kuasa to extend its lead
• Although retail e-commerce gains share, most consumers still shop offline due to a desire for professional advice and fitting

PROSPECTS AND OPPORTUNITIES

• Dual demands of budget-friendly solutions and premium products
• Adapting to consumers' evolving needs will be crucial
• Consumers will value a more personalised experience

CATEGORY DATA

• Table 31 Sales of In-Car Entertainment by Category: Volume 2020-2025
• Table 32 Sales of In-Car Entertainment by Category: Value 2020-2025
• Table 33 Sales of In-Car Entertainment by Category: % Volume Growth 2020-2025
• Table 34 Sales of In-Car Entertainment by Category: % Value Growth 2020-2025
• Table 35 NBO Company Shares of In-Car Entertainment: % Volume 2021-2025
• Table 36 LBN Brand Shares of In-Car Entertainment: % Volume 2022-2025
• Table 37 Distribution of In-Car Entertainment by Channel: % Volume 2020-2025
• Table 38 Forecast Sales of In-Car Entertainment by Category: Volume 2025-2030
• Table 39 Forecast Sales of In-Car Entertainment by Category: Value 2025-2030
• Table 40 Forecast Sales of In-Car Entertainment by Category: % Volume Growth 2025-2030
• Table 41 Forecast Sales of In-Car Entertainment by Category: % Value Growth 2025-2030

HOME AUDIO AND CINEMA IN THAILAND

KEY DATA FINDINGS

2025 DEVELOPMENTS

• Significant decline as consumers' habits change and they become more cautious
• Mahajak not only maintains its lead, but also sees the most dynamic growth, thanks to JBL's extensive portfolio
• Despite the dominance of appliances and electronics specialists, retail e-commerce sees a strong rising trend

PROSPECTS AND OPPORTUNITIES

• Increasing preference for portable entertainment devices to drive continued decline
• Although AI will be integrated to improve experiences, high price points likely to hamper adoption
• Aiming to meet the specific needs of the Thai population

CATEGORY DATA

• Table 42 Sales of Home Audio and Cinema by Category: Volume 2020-2025
• Table 43 Sales of Home Audio and Cinema by Category: Value 2020-2025
• Table 44 Sales of Home Audio and Cinema by Category: % Volume Growth 2020-2025
• Table 45 Sales of Home Audio and Cinema by Category: % Value Growth 2020-2025
• Table 46 NBO Company Shares of Home Audio and Cinema: % Volume 2021-2025
• Table 47 LBN Brand Shares of Home Audio and Cinema: % Volume 2022-2025
• Table 48 Distribution of Home Audio and Cinema by Channel: % Volume 2021-2025
• Table 49 Forecast Sales of Home Audio and Cinema by Category: Volume 2025-2030
• Table 50 Forecast Sales of Home Audio and Cinema by Category: Value 2025-2030
• Table 51 Forecast Sales of Home Audio and Cinema by Category: % Volume Growth 2025-2030
• Table 52 Forecast Sales of Home Audio and Cinema by Category: % Value Growth 2025-2030

HOME VIDEO IN THAILAND

KEY DATA FINDINGS

2025 DEVELOPMENTS

• Video players continues its declining trend, but the benefits of OLED TVs drive significant growth
• Samsung and LG extend their volume shares due to constant technological development
• Convenience, and the ability to find low prices online boost the share of retail e-commerce

PROSPECTS AND OPPORTUNITIES

• Slow and stable growth due to technological advances and lower prices
• Innovations in picture quality and smart TVs set to contribute to growth
• Advances in terms of convenient formats and AI integration

CATEGORY DATA

• Table 53 Sales of Home Video by Category: Volume 2020-2025
• Table 54 Sales of Home Video by Category: Value 2020-2025
• Table 55 Sales of Home Video by Category: % Volume Growth 2020-2025
• Table 56 Sales of Home Video by Category: % Value Growth 2020-2025
• Table 57 Sales of LCD TVs by Network Connectivity: % Retail Volume 2020-2025
• Table 58 NBO Company Shares of Home Video: % Volume 2021-2025
• Table 59 LBN Brand Shares of Home Video: % Volume 2022-2025
• Table 60 Distribution of Home Video by Channel: % Volume 2020-2025
• Table 61 Forecast Sales of Home Video by Category: Volume 2025-2030
• Table 62 Forecast Sales of Home Video by Category: Value 2025-2030
• Table 63 Forecast Sales of Home Video by Category: % Volume Growth 2025-2030
• Table 64 Forecast Sales of Home Video by Category: % Value Growth 2025-2030
• Table 65 Forecast Sales of LCD TVs by Network Connectivity: % Retail Volume 2025-2030

IMAGING DEVICES IN THAILAND

KEY DATA FINDINGS

2025 DEVELOPMENTS

• Continued significant decline as smartphone camera quality improves
• The popularity of GoPro action cameras drives share growth for Mentagram
• Competitive pricing and convenience drive strong share growth for retail e-commerce

PROSPECTS AND OPPORTUNITIES

• Continued decline as smartphones will be a preferred option for casual use
• Technological advances in products and manufacturing likely to be seen
• Strategic collaborations likely to be important in promotion

CATEGORY DATA

• Table 66 Sales of Imaging Devices by Category: Volume 2020-2025
• Table 67 Sales of Imaging Devices by Category: Value 2020-2025
• Table 68 Sales of Imaging Devices by Category: % Volume Growth 2020-2025
• Table 69 Sales of Imaging Devices by Category: % Value Growth 2020-2025
• Table 70 NBO Company Shares of Imaging Devices: % Volume 2021-2025
• Table 71 LBN Brand Shares of Imaging Devices: % Volume 2022-2025
• Table 72 Distribution of Imaging Devices by Channel: % Volume 2020-2025
• Table 73 Forecast Sales of Imaging Devices by Category: Volume 2025-2030
• Table 74 Forecast Sales of Imaging Devices by Category: Value 2025-2030
• Table 75 Forecast Sales of Imaging Devices by Category: % Volume Growth 2025-2030
• Table 76 Forecast Sales of Imaging Devices by Category: % Value Growth 2025-2030

PORTABLE PLAYERS IN THAILAND

KEY DATA FINDINGS

2025 DEVELOPMENTS

• Wireless speakers drives growth thanks to portability and the rise of smart homes
• The two leaders see share growth due to their good reputation for audio quality
• An increasing number of consumers turn to the wide product range and promotions offered by retail e-commerce

PROSPECTS AND OPPORTUNITIES

• Growth to be driven by wireless speakers due to smartphone compatibility and a wide product range at various prices
• Improvements expected beyond technological advancements
• Companies will need to adapt to changing consumer trends

CATEGORY DATA

• Table 77 Sales of Portable Players by Category: Volume 2020-2025
• Table 78 Sales of Portable Players by Category: Value 2020-2025
• Table 79 Sales of Portable Players by Category: % Volume Growth 2020-2025
• Table 80 Sales of Portable Players by Category: % Value Growth 2020-2025
• Table 81 NBO Company Shares of Portable Players: % Volume 2021-2025
• Table 82 LBN Brand Shares of Portable Players: % Volume 2022-2025
• Table 83 Distribution of Portable Players by Channel: % Volume 2020-2025
• Table 84 Forecast Sales of Portable Players by Category: Volume 2025-2030
• Table 85 Forecast Sales of Portable Players by Category: Value 2025-2030
• Table 86 Forecast Sales of Portable Players by Category: % Volume Growth 2025-2030
• Table 87 Forecast Sales of Portable Players by Category: % Value Growth 2025-2030

MOBILE PHONES IN THAILAND

KEY DATA FINDINGS

2025 DEVELOPMENTS

• Stability for smartphones despite challenges, due to increasing affordability and technological improvements
• Transsion Holdings maintains its dynamic growth trend, but Thai Samsung Electronics maintains its lead
• Broad product selection and exclusive online availability boost sales via retail e-commerce

PROSPECTS AND OPPORTUNITIES

• Limited growth due to maturity and changing priorities
• Technology and distribution set to see continued development
• Consumer demand for more convenient and sleek solutions will drive developments in formats, cameras, and batteries

CATEGORY DATA

• Table 88 Sales of Mobile Phones by Category: Volume 2020-2025
• Table 89 Sales of Mobile Phones by Category: Value 2020-2025
• Table 90 Sales of Mobile Phones by Category: % Volume Growth 2020-2025
• Table 91 Sales of Mobile Phones by Category: % Value Growth 2020-2025
• Table 92 Sales of Smartphones by Screen Size: % Retail Volume 2022-2025
• Table 93 NBO Company Shares of Mobile Phones: % Volume 2021-2025
• Table 94 LBN Brand Shares of Mobile Phones: % Volume 2022-2025
• Table 95 Distribution of Mobile Phones by Channel: % Volume 2020-2025
• Table 96 Forecast Sales of Mobile Phones by Category: Volume 2025-2030
• Table 97 Forecast Sales of Mobile Phones by Category: Value 2025-2030
• Table 98 Forecast Sales of Mobile Phones by Category: % Volume Growth 2025-2030
• Table 99 Forecast Sales of Mobile Phones by Category: % Value Growth 2025-2030
• Table 100 Forecast Sales of Smartphones by Screen Size: % Retail Volume 2025-2030

WEARABLE ELECTRONICS IN THAILAND

KEY DATA FINDINGS

2025 DEVELOPMENTS

• Smart wearables continues to drive growth due to features and functionality
• Apple draws level with Xiaomi due to brand loyalty and its premium image
• Omnichannel strategy allows companies to attract consumers however they want to shop

PROSPECTS AND OPPORTUNITIES

• As consumers look for better health insights and smart features, smart wearables is set to drive growth
• Technological advancements to offer greater health insights and longer battery life
• Greater personalisation for smartwatches, and growth opportunities for smart glasses

CATEGORY DATA

• Table 101 Sales of Wearable Electronics by Category: Volume 2020-2025
• Table 102 Sales of Wearable Electronics by Category: Value 2020-2025
• Table 103 Sales of Wearable Electronics by Category: % Volume Growth 2020-2025
• Table 104 Sales of Wearable Electronics by Category: % Value Growth 2020-2025
• Table 105 NBO Company Shares of Wearable Electronics: % Volume 2021-2025
• Table 106 LBN Brand Shares of Wearable Electronics: % Volume 2022-2025
• Table 107 Distribution of Wearable Electronics by Channel: % Volume 2020-2025
• Table 108 Forecast Sales of Wearable Electronics by Category: Volume 2025-2030
• Table 109 Forecast Sales of Wearable Electronics by Category: Value 2025-2030
• Table 110 Forecast Sales of Wearable Electronics by Category: % Volume Growth 2025-2030
• Table 111 Forecast Sales of Wearable Electronics by Category: % Value Growth 2025-2030

WIRELESS HEADPHONES IN THAILAND

KEY DATA FINDINGS

2025 DEVELOPMENTS

• TWS earbuds drives growth thanks to technological improvements and increasing affordability
• Xiaomi's innovative but affordable products ensure continued sales and share growth
• Retail e-commerce dominates and continues to grow, as low prices and customer reviews give consumers confidence to buy

PROSPECTS AND OPPORTUNITIES

• TWS earbuds set to drive growth as technology progresses and prices fall
• Upgrades to provide a superior listening experience expected, and developments in manufacturing and distribution
• More user-friendly, personalised headphones likely to be seen

CATEGORY DATA

• Table 112 Sales of Wireless Headphones by Category: Volume 2020-2025
• Table 113 Sales of Wireless Headphones by Category: Value 2020-2025
• Table 114 Sales of Wireless Headphones by Category: % Volume Growth 2020-2025
• Table 115 Sales of Wireless Headphones by Category: % Value Growth 2020-2025
• Table 116 NBO Company Shares of Wireless Headphones: % Volume 2021-2025
• Table 117 LBN Brand Shares of Wireless Headphones: % Volume 2022-2025
• Table 118 Distribution of Wireless Headphones by Channel: % Volume 2020-2025
• Table 119 Forecast Sales of Wireless Headphones by Category: Volume 2025-2030
• Table 120 Forecast Sales of Wireless Headphones by Category: Value 2025-2030
• Table 121 Forecast Sales of Wireless Headphones by Category: % Volume Growth 2025-2030
• Table 122 Forecast Sales of Wireless Headphones by Category: % Value Growth 2025-2030