消费电子行业：2023消费电子出海白皮书

2023消费电子出海白皮书 2023.06 INDEX湡䔶 01 嶊饋餩麤歏嚋㶩錢絈ⴔ 絈ⴔ饋麤封㾝呔㽷絈ⴔ饋麤Ⱒꝶ⴯倝絈ⴔ饋麤鵳Ⰶ꡶地 02 嵳䋑㢪㖞⚺〄銳㾝㖑呔⼓㽷 嶊餩歏㶩䋑㖞⼓㚖ⴔ䋒 ⚺銳䋑㖞庈麤呔㽷 ⚺銳䋑㖞TA峯㻋 03 嵳馋㢪⸷䋑峯㖞㻋嶊餩 倝梠㞯♴嶊餩䗱兰ㅷ碫꨽宠⵸屠馋⸷ 04 Ⰼ嵳椕㢪蠒DTꝈC馋ㅷ⸷晥 ㅷ晥䫏佞㣐渹♸馋⸷掚꡶稇勞♸ⰻ㺂倰屟 05 ⚥嚋㕂ⲃ⟱⚌ⴀ嵳 务㕂ㅷ晥涸⚆歲䕧ㆇ⸂ㅷ晥ⴀ嵳愿靶 01 嶊餩歏㶩絈ⴔ饋麤嚋錢 •絈ⴔ饋麤〄㾝呔㽷 •絈ⴔ饋麤鵳Ⰶ꡶地 •絈ⴔ饋麤Ⱒꝶ⴯倝 Ⰼ椕 3C嶊餩䋑㖞䚪錢 㖈Ⰼ椕䚍鸑胆♸絑崸䕎⸷割⢕涸胜兞♴2022䎃侮⡤3C䋑㖞ꤴⰆ✫㟞Ɤ⨢忕䚪䋑㖞錞垷屗嫱䗎駮1.5%կ 䩛劼♸歏腰➠僽剒㣐涸㘌湬ㅷ碫紨⽑侮⡤3C䋑㖞⡤ꆀ涸75%կꥥ满䩛劼ծ歏腰♸䎂匣瘝⚺崨3C❡ㅷ㖈Ⰼ椕薴㔵ⰻ涸幷鷳鷶幯鍘곝劢勻㟞ꆀ瑟ꢂ佐稒կ尙⸈鵛Ⳝ䎃絑崸♴遤⾓⸂㟞Ɤ⛘⸂կ 尢♧倰꬗嶊餩歏㶩䋑㖞ⴭ㖈剒鵛Ⳝ䎃涸䋑㖞Ȿⴁ♴邍梡ⴀ匧䔂涸꯸䚍⽰⤑㖈氋䞔涸Ȿⴁ♴鵂⿡5䎃嶊餩歏㶩饋麤㹊梡✫⿽⡙侨㟞Ɤկ傈渤㟞⸈涸嶊餩罏꨽宠⠔⪶欰嶊餩歏㶩䋑㖞遥欰ⴀ梡刿撰랱끩絈ⴔ饋麤⢾㥵⯎歏⪰腊兰腊瑬䨥䋑㖞瘝瘝곫雦㖈3-5䎃ⰻ侮⚡嶊餩歏㶩饋麤⠔鵓勻䔂⸷㟞Ɤ劍կ Ⰼ椕3C䋑㖞錞垷⿺㟞Ɤ ⽀⡙➉繠⯋ $2,472 $2,214 $2,738 CAGR CAGR 嶊餩歏㶩 +12.0% +8.4% 歏腰 +3.7% +1.3% 鸑雴霃㢊 +2.1% +2.5% $3,410 $1,248 $2,525 $2,642 $2,657 16’-22’ 22’-26’ $4,184 $2,024 $2,518 $4,983 $4,731 $5,003 $5,214 2016202120222023E2026E Source:Statista,IDC,Gartner,⚥㕂⻊㷖♸暟锐歏彂遤⚌⼸⠔,MeetIntelligence4 嶊餩歏㶩ㅷ碫㘌湬饋麤 嶊歏餩㶩 羭劼갉ㆇ 兰腊瑬䨥 䕧錠㬛⛙ 䶑䕧䶑⫸ 歏彂⪰腊 剣絁羭劼 갉ㆇ/䪋㡮㐼 覰暅羭劼 兰腊䩛邍兰腊滚ꞤVR霃㢊 㢪縨儑爙霃㢊康䧬劼 侨瀦湱劼鵘⸓湱劼偽➃劼 ⯎歏ꂁ⟝獴⸓歏彂㣐㺂ꆀ⪰腊 5 嶊䋑餩㖞歏呔㶩㽷㘌湬饋麤 嶊餩歏㶩遤⚌侮⡤峀梡鳅넞涸䋑㖞꯸䚍♸㟞Ɤ悶⸂告屍⚡絈ⴔㅷ碫䧭Ɤ瑟ꢂ割♧կ •넞㟞Ɤㅷ碫嶊餩꨽宠♸遤⚌ꬠ倝⿽끮⸓♴兰腊瑬䨥♸歏彂⪰腊䧭Ɤ⵸兞ꬋ䌢尰錜곫劍劢勻侨䎃ⰻ➠㼜⥂䭯2 ⡙侨涸㟞鸟 •珘㟞Ɤㅷ碫羭劼갉ㆇ侮⡤㼿剣鳅㣐幷鷳䲿⼮瑟ꢂ㼆忘駈礵絈⻊㖞兞❡ㅷ涸霎宠⛲㼜僽呍䗱㟞Ɤ挿 •⡛㟞Ɤㅷ碫䶑䕧䶑⫸♸䕧錠㬛⛙碫❡ㅷ劢勻㟞Ɤ瑟ꢂ剣ꣳ 嶊餩歏㶩絈ⴔㅷ碫䋑㖞錞垷⿺㟞Ɤ ⽀⡙➉繠⯋ 2022ㅷ碫⽑嫱 +11.7% +10.7% $3,410$268 䶑䕧䶑⫸ 16’-22’ CAGR -2.7% 22’-26’ CAGR +2.0% 10% $2,738 $321 8% $2,214 $2,473$248 $597 歏彂⪰腊 +13.6% +12.6% 42% $200 22% 18% $1,248 $552$440 $810 $1,413 䕧錠㬛⛙兰腊瑬䨥 +4.7% +21.1% +2.0% +16.5% $1,032 羭劼갉ㆇ +22.5% +8.2% 2016202120222023E2026E Source:Statista,IDC,Gartner,⚥㕂⻊㷖♸暟锐歏彂遤⚌⼸⠔,MeetIntelligence6 嶊餩歏㶩㘌湬饋麤♴ぐ絈ⴔ❡ㅷㅷ碫涸欰ㄐワ劍䪊䲽 嶊餩歏㶩遤⚌涸封㾝僽⴯倝ㄤ꨽宠⿽ꅾ끮⸓涸屗♧絈ⴔㅷ碫涸割屗❡ㅷ饋麤 羭갉劼ㆇ 兰瑬腊䨥 䕧㬛錠⛙ 䶑䶑䕧⫸ 歏⪰彂腊 䧭擿劍 㘌湬饋麤 ⛲㢅✵割屗涸封㾝꣌媯♸欰ㄐ峬劍 䧭Ɤ劍 鵘⸓湱劼 獴⸓歏彂 偽➃劼 偽絁羭劼 䩛劼㢪䱹㾓儑 갉ㆇ康䧬劼 侨瀦湱劼 ㉁欽䫏䕧 邝鷍劍 蟟蔠劍 㹻欽䫏䕧 ⯎歏ꂁ⟝ 兰腊䩛邍 剣絁羭劼 VR霃㢊 兰腊滚Ꞥ 㣐㺂ꆀ⪰腊 7 兰腊瑬䨥–封㾝呔㽷Ⰼ椕兰腊瑬䨥絈ⴔㅷ碫䋑㖞錞垷♸㟞Ɤ 兰腊滚Ꞥ 18’-22’CAGR51%22’-26’CAGR22% 22’-26’CAGR 16.5% •㟞Ɤ康䧬ծ⸅Ⱆ瘝㢴㖞兞涸䎾欽⸈帿䋑㖞꨽宠ⴀ梡僈儑㟞Ɤ •畊✰䋑㖞꧋务㖈鳅粉䒓㨤灇封❡ㅷ涸ㅷ晥务 $41 倝Ꝙㅷ晥 $2611 RokidNreal瘝务㕂ㅷ晥Ⱘ剣⯓封⠏⸷ 兰腊䩛邍18’-22’CAGR17%22’-26’CAGR11.5% •꡶地⯕㷖⯋⟝⿺䗎㘗儑爙䪮助⢪遤⚌䕎䧭䪮助㠗㘠倝ㅷ晥鵳Ⰶ涸ꦼ䏞⨊넞 $545 •㟞Ɤ⡛⽀⟟涸Ⰶ꡶紩❡ㅷ㼜䩧䒓㼆歏㶩❡ㅷㄤ⨴䐀盗锐鿪Ⱓ馰幯崽涸⚎⽂千ծ䬘繠瘝倝Ⱓ䋑㖞⚁⚌䚍刿䔂ծ絯菔刿絛⸂涸❡ㅷ⛲㼜赠封欽䨪鵳遤⼮紩矿➿ •畊✰䋑㖞㢴꧋务✵䩛劼ㅷ晥偫♴涸ꂁ㤛❡ㅷ⟄兰腊⻊⼸屗⚹呍䗱畊✰⸂կ舸㽵鿈ㅷ晥䧴⟄鵘⸓䧴⨴䐀 ⚁⚌䚍幷鷳넞꨽宠➃纈䧴⟄皍⽀⸆腊幷鷳⡛畮䋑㖞 •꡶地蓿晙兜⿺♴❡ㅷ灇封ꦼ䏞鳅侨䎃⵸㣐䌴꣭⡛ 18’-22’CAGR $352 $2 $86 21% 㣢鿈梖㹻 VR㣢儑18’-22’CAGR50%22’-26’CAGR32% Ⰼ椕⣘䎾Ꝇ⡤禹⚹倝Ꝙㅷ晥䲿⣘㣐ꆀ➿䊨❡腊告⸆腊霃雦♸⢪欽㖞兞僽倝ㅷ晥䧭⸆用駈涸⵸䲿 㣢鿈梖㹻 倝Ꝙㅷ晥 $1188 $17 2018 2022 2026E •㟞Ɤ⣘䎾Ꝇ♳康䪮助鷶幯䧭擿⣘絛ꆀ䲿⼮䋑㖞 ꨽宠㖈⯋㸙㸿鷶姿幷鷳♴剣䨾瑲灶 •畊✰湡⵸㘐倗呔㽷僈儑Meta♸Pico㖈䪮助♳㼿剣鳅ꦼ瑲灶涸⠏⸷ •꡶地皾岁䧭⫸ㄤ⸓⡲䠭䎾Ⱘ剣鳅넞涸䪮助㠗㘠倝ㅷ晥鵳Ⰶ꨽銳䫏Ⰶ㣐ꆀ灇封餩欽 㣢鿈梖㹻倝Ꝙㅷ晥 8 Source:Statista,MeetIntelligence 兰腊瑬䨥–Ⱒꝶ⴯倝 兰腊䩛邍⴯倝꧋⚥✵㼆傈䌢⢪欽䠭涸䲿⼮ 9 兰腊䩛邍䒁Ɤ絯菔 歋✵Ɤ傞ꢂ涸緸絞⢪欽㣐鿈ⴔ䩛劼ㅷ晥偫♴涸兰腊䩛邍鿪㶸㖈絯 2014䎃薜卓痦♧➿兰腊䩛 菔瀊匣湡⵸剒넞⛲尨腊⨞ⵌ鵛20㣔涸䖉劼絯菔կ㼆嶊餩罏罜鎊 ➠劍䖉满刿Ɤ涸絯菔傞ꢂ鵂勻鼙⯝곸籖⯎歏涸띿掓կ 邍絯菔傞ꢂ 18㼭傞 2019䎃㼭碛痦♧➿兰腊䩛 邍絯菔〳鴪 36㼭傞 湡⵸絯菔䲿⼮䖤渤✵兰腊瑬䨥蓿晙涸涸鶛去2022䎃屍蓿晙 宇㉁封䋒湱Ⱒ蓿晙㖈꣭⡛⸆署ㄤ㽯㼄涸屗傞䲿넞✫䚍腊곫劍劢勻 ⠔剣刿㢴兰腊䩛邍㹊梡馄Ɤ絯菔կ 2015䎃⼶⚹ ➿䩛 邍絯菔鴪ⵌ 24㼭傞 2020䎃Oppo ㄤ湱Ⱒ❡ Vivo ㅷ絯菔剒넞〳 鴪20㣔 ⚁⚌䩛邍Ⱒ翫欰崞 ⚁⚌涸⨴䐀䧴鵘⸓港崵䩛邍⚹鷓䎾屍碫匧畮梠㞯鸑䌢侮⡤絯菔霃雦鳅Ɤկ告欰崞⸆腊涸♶模㊤僽鵯碫瑬䨥霃㢊偽岁㖈刿㢴嶊餩罏务兜⿺涸♧㣐⾲㔔կ 剒鵛尰⟄僈儑溏ⵌ♧❈⚺䩧㘌湬곭㚖涸⚁⚌ㅷ晥䒓㨤㖈欰崞⻊⸆腊 ♳封⸂կ⢾㥵⚁⚌鵘⸓䩛邍⚹✫幷鷳馊勻馊㢴涸駵姿罏忘駈➭⟌傈䌢欰崞䨾꨽鿪㟞⸈✫➰妴ծ갉⛙瘝⸆腊կ Source:㣢鿈ㅷ晥㸽緸,MeetIntelligence GarminForerunner265(2023) 絯菔㣔 姿欰⸓崞䙖⸆腊過孻港崵㢴僤㹁⡙瘝AMOLED鍘㾓佅➰ 呍䗱⸆1腊3鵘⸓錞ⴢ䨪㢪騟絁駵 Livetrack갉⛙乄佞 PolarGritXPro(2021) ⢪欽絯菔㣔 畮梠㞯 呍䗱⸆腊7⽡僤㖑㕃庛䏞儑爙匧欰崞⸆腊ゑ갉⛙溏瀊⥌ 兰腊瑬䨥–Ⱒꝶ⴯倝 VR㣢儑⡤獤尊㼭 䪮助ꬠ倝♴涸VR㣢儑⢪欽ꦼ䏞꣭⡛⢪欽㖞兞㣐ꆀ䒁⠽ ⯋㸙㸿嚋䙁涸굥ꬕ剒粉尰⟄鷅彷ⵌ⼧䎃⵸䕹傞鷓䎾⯋㸙㸿涸❡ㅷ㽠剣✫㣢鿈儑爙霃㢊涸꧝䕎կ告粉劍歋✵⯕㷖⯋⟝⽑研鳅㣐涸ꅾꆀㄤ⡤獤涸⾲㔔VR霃㢊偽岁ⰻ䅺禹絡鵳遤杝用⢪欽尨腊⡲⚹PC畮涸㢪䱹儑爙霃㢊⢪欽ꬋ䌢♶倰⤑կ ꥥ满⯕㷖⯋㐼⟝鶛➿鵂玐务⡤獤♶倗綫㼭VR霃㢊尰⟄ⰻ䅺禹絡鵳遤杝用⢪欽罜❡ㅷ涸ꅾꆀ⥂䭯㖈♶ⵌ♧櫕瀤屮宐匧㣐涸䲀鵳 ✫❡ㅷ涸兜鷓䚍կ 2014䎃VR渱㶩傞➿ •ⴲ劼劍佞涸縨V㖈R鷳滚ꞤꞤ涸渱〥㶩♧僽畮㼜䩛鸑小鵂嵵佞䠭㣐歘꬗㟞⸈錜䕧涸 2016䎃PCVR傞➿ •P㢊C鵶V䱹R僽勻㼜鵳雦遤皾贞劼䬾ㄤ⚆V歲R涸霃 ⡤㖑낉ꣳⵖ㼆鳅欽㣐䨪涸⸓⡲ㄤ㖞 2020䎃VR♧⡤劼傞➿ •V歏R腰♧䧴⡤䩛劼劼僽♧꧋猫䧭偽雦꨽皾鵶ծ䱹儑涸爙贞ծ䬾䱽梡ⵖ㹊瘝霃⸆㢊腊✵♧⡤ VR务❜✽㖞兞♶倗㟞⸈ 歋✵䪮助㽷ꣳ粉劍VR㖞兞尨腊㽷ꣳ㖈➃♸㖞兞涸❜✽⫸康䧬ծ⨴魧瘝䎾欽㖞兞刿痗屓粉劍VR涸⢪欽կ ꥥ满滚椕䯲䯝ծ꬗鿈邍䞔䯲䯝瘝皾岁䪮助涸䧭擿VR霃㢊尰⟄㖈贞䬾⚆歲峀梡ⴀ梡㹊㖞兞务➃碫涸邍䞔ㄤ꬗鿈⸓⡲➢罜模䧭⸅Ⱆծ爢❜⢪欽㖞兞涸䒁⠽կ 鵛⚙䎃VR倝㖞兞 ⸅Ⱆ爢❜ 10 Source:㣢鿈ㅷ晥㸽緸,MeetIntelligence 歏彂⪰腊–封㾝呔㽷Ⰼ椕歏彂⪰腊絈ⴔㅷ碫䋑㖞錞垷♸㟞Ɤ 22’-26’CAGR 12.6% 㣐㺂ꆀ⪰腊18’-22’CAGR171%22’-26’CAGR35% •㟞ꟋⰌ椕䨪㢪鵘⸓♸䨻鲨ⴀ遤涸Ⱓ饰僽䋑㖞㟞Ɤ涸剒㣐䲀⸓⸂㹻欽䎾䚉⪰腊䠑霋涸蟟封⛲僽꨽宠畮涸 ♧㣐⸓㔔䋑㖞㟞Ɤ㼜刿㢴꧋务✵䧭擿㕂㹻 •畊✰⣘䎾Ꝇㄤ䪮助⿽ꅾ⠏⸷♴湡⵸㣢鿈ㅷ晥㛇劥 ⚹务㕂ㅷ晥䋑㖞꧋务䏞鳅넞կ告2-3䎃ⰻ䋑㖞㼜鵓 ⯎歏ꂁ⟝18’-22’CAGR9.2%22’-26’CAGR5.7% 勻♶㼱倝Ꝙㅷ晥涸Ȿⴁ❡ㅷ鶛➿⸈䘯 •㟞Ɤ歏㶩霃㢊涸⯎歏歏彂♸絁勞⛓⵸㢴ꥥ❡ㅷ꣡饐告ꥥ满䘯⯎❡ㅷ涸鷶幯兜⿺Ⰼ椕䋑㖞㼜剣劼⠔鵓勻 ⚙ꆀ⟟룅⼮ •畊✰䋑㖞呔㽷㼿劢䕎䧭㼿㶸㖈ꬋ䌢㢴涯晥❡ㅷկ䊺䧭㘗涸ㅷ晥剣♧㹁❡ㅷ⠏⸷⛲♶⛘ㅷ晥䘞霟䏞告䋑⽑桧㼿⡛♶駈⟄䕎䧭畊✰㠗㘠 •꡶地䪮助ꦼ䏞鳅⡛㣢鿈梖㹻䪮助鳅僒鄄㢕ⵠ䋑 18’-22’CAGR 12.5% $38 $1271 •꡶地䪮助㠗㘠务瘝㣢鿈梖㹻㼿劢㣐薴㔵涸ㅷ晥雩濼䋑㖞鵳Ⰶꦼ䏞务瘝⨊⡛ 㣢鿈梖㹻倝Ꝙㅷ晥 㖞鵳Ⰶꦼ䏞⡛ $991 獴⸓歏彂 18’-22’CAGR4.9%22’-26’CAGR3.8% 㣢鿈梖㹻 倝Ꝙㅷ晥 $71 1$53 $86 $76 $95 •㟞Ɤ䩛劼絯菔傞ꢂ䲿⼮⾓綫✫鿈ⴔ䋑㖞꨽宠劢勻㟞Ɤ㼜勻彂✵㼆歏腰䎂匣瘝霃㢊涸䘯⯎佅䭯 •畊✰㣢鿈ㅷ晥⟄务㕂ㅷ晥⚹⚺䋑㖞⛲㶸㖈㣐ꆀ涸涯晥❡ㅷ •꡶地䋑㖞鵳Ⰶ꡶地♶넞嶊餩罏鳅僒刿矿ㅷ晥 㣢鿈梖㹻倝Ꝙㅷ晥 11 201820222026E Source:⚥㕂⻊㷖♸暟锐歏彂遤⚌⼸⠔,MeetIntelligence 歏彂⪰腊–封㾝呔㽷 宆⻊ꞛ䪮助䎾欽⚹⯎歏䋑㖞䌄勻倝劼⠔ 䎾欽✵⯎歏㣢 历⛎僽宆⻊ꞛ 宆⻊ꞛGaN僽♧猫ꬋ䌢㗏炽⚂ 㖈劼唒倰꬗ꬋ䌢珘㹁涸⼱㼋⡤勞俱 ⚺銳䎾欽✵꧋䧭歏騟ㄤ䗎㢅锐㐼곭 㚖կ♸⠛絡涸炊㛇勞俱湱嫱宆⻊ ꞛ勞俱⠛㼋歏㶩涸佪桧尰⟄넞ⴀ 1000⦔罜屗傞䧭劥刿⡛ 䘯⯎䪮助䊺絑兜⿺告⠛絡涸䘯⯎㣢⡤獤鳅㣐㖈傈䌢⢪欽ㄤ䶀䌄♳鿪♶倰⤑կ宆⻊ꞛ䪮助涸䎾欽㖈⥂霆⯎歏佪桧涸屗傞㣐䌴綫㼭✫⯎歏㣢涸 ⡤獤刿倰⤑⛲刿㸝Ⰼկ 湱䎾涸宆⻊ꞛ⯎歏㣢➠㾩✵⴯倝❡ㅷ錞垷佪䎾㼿♶駈㼋荝❡ㅷ兜麑⨊넞կ 䎾欽✵獴⸓歏彂 ⠛絡獴⸓歏彂⯎歏⸆桧㼭偽岁佅䭯玕㣐⸆桧歏㐼㥵歏腰瘝涸⯎歏կ宆⻊ꞛ䪮助䲿넞✫獴⸓歏彂涸鳕ⴀ⸆桧⢪Ⱖ♶ⱄ僽䩛劼ծ羭劼瘝㼭⸆桧歏㶩❡ㅷ涸⚁㾩刿尰⟄佅䭯疴雵劥歏腰ծ侨瀦湱劼瘝刿㣐⸆桧涸歏㶩霃㢊⯎歏կ 鵯♧䪮助䬪㺈✫獴⸓歏彂涸⢪欽㖞兞⠅ꢀ假遤ծ ㉁⸉ⴀ遤瘝㖞兞务剣䎛岌䎾欽կ AnkerNano2.84*2.84*3.53cm ⯎歏⸆桧 ㈒ ⟟  22.99繠⯋ 30W ꬋ⡤宆獤⻊5ꞛ.0⯎8歏*4㣢.57綁*2翫.79cm ⯎歏⸆桧 ㈒ ⟟  15.99繠⯋ 30W 兜鸑⯎歏㣢ZLONXUN ⡤ ⯎歏⸆桧5W 獤  4.8*2.59*2.79cm ㈒ ⟟  6.99繠⯋ ꅾꆀ⯎歏⸆桧 宆⡤⻊獤ꞛ獴⸓歏彂 宆⡤⻊獤ꞛ⯎歏㣢 Anker73311.1*7.09*3.1cm