中国电市场

2025年，受再形成消费行为和市场动态的关键因素驱动，中国家电零售将持续成长。随着收入水准的提高和生活方式的演变，消费者对家电的需求日益多样化和精细化。中国消费者不再只是注重基本功能，而是越来越重视智慧化、便利化、创新化和品牌价值。

Euromonitor International的《中国消费电子市场报告》全面展现了中国用、可携式和车载消费性电子市场的规模和格局。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（包括新产品开发、分销和定价问题）进行了策略分析。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、家用电器、可携式电器

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？

• 详细了解家电市场
• 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

Euromonitor International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

目录和表格列表

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
• 家电市场未来前景如何？

市场数据

免责声明

资讯来源

中国电脑及周边设备

关键数据结果

2025年的发展

• 政府奖励策略推动电脑及周边设备成长
• 主要品牌联想和华为销量均有成长，但被荣耀超越
• 儘管零售电子商务占据主导地位，但预计 2025 年其销售额将实现最强劲的成长

前景与机会

• 经济成长将由持续的经济发展和消费模式的改变所驱动
• 人工智慧与新製造技术的融合有望
• 预计华为 2025 年的关键发展将影响预测期

分类资料

中国的车载娱乐系统

关键数据结果

2025年的发展

• 由于行动装置的兴起，所有类别都将下降，但车载导航将受到最严重的打击
• Flyaudio Corp 儘管销售额下滑，但仍保持领先地位
• 零售电子商务份额持续成长，但实际销售额仍在下降

前景与机会

• 透过整合系统持续减少
• 人工智慧车载娱乐系统预计将持续成长
• 跨产业合作将变得越来越重要

分类资料

中国家庭音响及电影

关键数据结果

2025年的发展

• 只有家庭剧院和扬声器系统能够逆转竞争设备的下滑趋势。
• 飞利浦保持领先地位，部分得益于其先进的 AI 降噪演算法
• 零售电子商务将成为利用 3D 互动式工具的关键管道

前景与机会

• 消费者获取和欣赏音乐和视频的方式的改变将导致收入持续下降
• 预测期内公司面临的机会与挑战
• 改善使用者体验和满足消费者需求至关重要

分类资料

中国家庭影片

关键数据结果

2025年的发展

• 2025年家庭影片的下降速度将受到多种因素的限制。
• 青岛海信电器凭藉优质产品和先进技术不断扩大领先地位
• 由于便利性和促销活动，零售电子商务的份额持续成长

前景与机会

• 持续转向更高品质的家庭视讯产品，例如 OLED 电视
• 预计未来生产效率将持续提高。
• AR/VR 增强观看体验并满足消费者对永续性的需求

分类资料

中国影像设备

关键数据结果

2025年的发展

• 数位相机销量下滑，但影片平台带动数位摄影机销量成长
• Canon透过不断推出技术先进的产品保持领先地位
• 零售电子商务具有许多优势，包括具有竞争力的价格，将成为主要的分销管道

前景与机会

• 智慧型手机将继续威胁影像设备的销售
• 产品差异化、技术提昇明显
• 高阶数位摄影机带来成长机会

分类资料

中国可携式播放器

关键数据结果

2025年的发展

• 消费者对智慧无线扬声器失去兴趣，导致销量大幅下降
• 小米凭藉着策略定价和米家生态系统整合扩大了可携式播放器的领先地位
• 零售电子商务持续主导分销

前景与机会

• 整体，预计复合年增长率为负，但主要因素预计是无线扬声器销量下降
• 优化和个人化在未来将变得重要
• 期待看到更多沉浸式和互动式体验的出现

分类资料

中国行动电话

关键数据结果

2025年的发展

• 随着消费者从功能手机转向该类别的升级，智慧型手机正在实现成长。
• 华为凭藉 HarmonyOS NEXT 的推出和折迭式设备的强劲表现重新夺回领先地位
• 随着参与企业调整流程，零售电子商务的主导地位正在增强

前景与机会

• 补贴和技术进步预计将推动持续成长
• 人工智慧功能将成为消费者升级智慧型手机的主要动力
• 智慧生态系统的整合可望加速

分类资料

中国的穿戴电子产品

关键数据结果

2025年的发展

• 更健康的生活方式和技术进步将推动智慧穿戴装置的成长
• 华为和小米保持领先地位，但规模较小的参与企业正在变得更加强大
• 快速配送和直播助力零售电商持续成长

前景与机会

• 随着目标市场的扩张和技术的进步，持续成长
• 人口细分可能带来成长机会
• 增强健康指标和生活方式整合

分类资料

中国无线耳机

关键数据结果

2025年的发展

• TWS 耳机由于可用性和技术创新而持续成长
• 儘管市场高度分散，小米和华为仍保持领先地位
• 拼多多、抖音等新兴网路平台表现良好

前景与机会

• 随着越来越多的消费者拥有多副耳机，预计销售量将继续成长
• 随着占领华尔街运动和场景化创新的兴起，收入预计将继续增长
• 高端和经济型市场均有成长机会

分类资料

In 2025, retail volume sales of consumer electronics in China continued to rise, driven by significant factors that reshaped consumer behaviour and market dynamics. As income levels increased and lifestyles evolved, consumer demand for consumer electronics became more diverse and sophisticated. Chinese consumers were no longer solely focused on basic functionality; instead, they placed a greater emphasis on intelligence, convenience, innovation, and brand value. This demand for consumption upgra...

Euromonitor International's Consumer Electronics in China 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 CHINA

KEY DATA FINDINGS

2025 DEVELOPMENTS

• Government stimulus measures drive growth for computers and peripherals
• The leading Lenovo and Huawei brands see sales growth, but are outperformed by Honor
• Despite its dominance, retail e-commerce sees the strongest sales growth in 2025

PROSPECTS AND OPPORTUNITIES

• Growth will be driven by ongoing economic development and evolving consumption patterns
• The integration of AI and new manufacturing techniques expected
• Important development by Huawei in 2025 set to have an impact in the forecast period

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 CHINA

KEY DATA FINDINGS

2025 DEVELOPMENTS

• All categories decline due to popularity of mobile devices, but in-car navigation suffers the most
• Flyaudio Corp maintains its lead despite falling sales
• Retail e-commerce maintains share growth, but still sees an actual sales decline

PROSPECTS AND OPPORTUNITIES

• Continued decline due to integrated systems
• Growth in AI-powered in-car entertainment systems expected to continue
• Cross-industry collaboration will be increasingly important

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 CHINA

KEY DATA FINDINGS

2025 DEVELOPMENTS

• Only home cinema and speaker systems is able to buck the declining trend resulting from competition from other devices
• Philips maintains its lead, in part due to advanced AI noise reduction algorithms
• Retail e-commerce becomes the dominant channel, utilising 3D interactive tools

PROSPECTS AND OPPORTUNITIES

• Changes in the way consumers access and enjoy music and videos will drive a continued sales decline
• Opportunities and challenges for companies in the forecast period
• Enhancing the user experience and meeting consumers' needs will be paramount

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 CHINA

KEY DATA FINDINGS

2025 DEVELOPMENTS

• Several factors limit the rate of decline for home video in 2025
• Offering quality products and advanced technology, Qingdao Hisense Electric extends its lead
• Retail e-commerce maintains share growth due to convenience and promotions

PROSPECTS AND OPPORTUNITIES

• A continued move towards higher quality home video products such as OLED TVs
• Enhancements to production efficiency set to continue
• Improving the viewing experience through AR/VR, and meeting consumers' sustainability demands

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 CHINA

KEY DATA FINDINGS

2025 DEVELOPMENTS

• While digital cameras maintains its declining trend, short video platforms drive growth for digital camcorders
• The continual launch of technologically advanced products maintains Canon's leadership
• Offering many benefits, including competitive prices, retail e-commerce becomes the leading distribution channel

PROSPECTS AND OPPORTUNITIES

• Smartphones will continue to threaten sales of imaging devices
• Product differentiation and technological upgrading likely to be seen
• High-end digital camcorders set to offer growth opportunities

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 CHINA

KEY DATA FINDINGS

2025 DEVELOPMENTS

• Consumers lose interest in smart wireless speakers, driving significant decline
• Xiaomi extends its lead in portable players with strategic pricing and the integration of its Mi Home ecosystem
• Retail e-commerce continues to dominate distribution

PROSPECTS AND OPPORTUNITIES

• Negative CAGRs across the board, but falling sales of wireless speakers set to be the major factor
• Optimisation and personalisation set to be significant moving forward
• The anticipated rise of more immersive and interactive experiences

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 CHINA

KEY DATA FINDINGS

2025 DEVELOPMENTS

• Growth for smartphones as consumers switch from feature phones and upgrade within the category
• Huawei regains its lead with launch of HarmonyOS NEXT and strength in foldables
• Increasing dominance of retail e-commerce as players adjust their processes

PROSPECTS AND OPPORTUNITIES

• Continued growth anticipated due to subsidies and technological advancements
• AI capabilities will serve as a primary motivator for consumers to upgrade their smartphones
• Accelerated integration of smart ecosystems expected

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 CHINA

KEY DATA FINDINGS

2025 DEVELOPMENTS

• Smart wearables drives growth due to healthier lifestyles and technological advancements
• Although Huawei and Xiaomi maintain their leading positions, smaller players see stronger growth
• Fast delivery and livestreaming contribute to continued growth for retail e-commerce

PROSPECTS AND OPPORTUNITIES

• Continued growth as the target market widens and technology improves
• Demographic segmentation likely to offer growth opportunities
• Enhanced health metrics and lifestyle integration

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 CHINA

KEY DATA FINDINGS

2025 DEVELOPMENTS

• TWS earbuds continues to drive growth due to accessibility and technological breakthroughs
• Despite high fragmentation, Xiaomi and Huawei maintain their leading positions
• Emerging online platforms such as Pinduoduo and Douyin perform well

PROSPECTS AND OPPORTUNITIES

• Sales set to continue to grow as more consumers own multiple pairs of headphones
• Sales set to continue to grow along with the rise of OWS and scenario-specific innovation
• Growth opportunities for both the premium and budget segments

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