タイのエレクトロニクス製品市場

タイの家電の小売販売は、前年の大幅な減少に続き、2023年も数量ベースでは小幅な縮小が見込まれます。国際観光業の回復やインフレの緩和によって国内経済の回復が期待されるもの、消費者は必需品以外の製品の購入には引き続き慎重な姿勢を示すとみられています。

当レポートでは、タイの家電製品市場について調査し、家庭内、ポータブル、車載の家電製品市場の規模や形態について国レベルで包括的なガイドを提供しています。最新の小売販売データを提供しており、成長を牽引するセクターを特定することができます。主要企業、主要ブランドを特定し、市場に影響を与える主な要因（新製品開発、流通、価格問題など）を戦略的に分析しています。

目次

エグゼクティブサマリー

市場データ

免責事項

情報源

タイのコンピューターと周辺機器

主なデータ結果

2024年の発展

• コンピュータと周辺機器にとって厳しい環境
• クラウド印刷サービスなどの新技術への投資により、プリンターの販売減少傾向に歯止めがかかる
• 中国メーカーは勢いを失っている

展望と機会

• デスクトップとモニターはノートパソコンに押され続ける
• ノートパソコンとプリンターの高度な技術の専門化と統合に重点を置く
• 持続可能性と資源効率のさらなる重視

カテゴリーデータ

タイの車載エンターテイメント

主なデータ結果

2024年の発展

• スマートフォンとの統合により、車載ナビゲーションは陳腐化に向かっている
• 接続性と高度な機能に重点を置く
• 電気自動車は車載エンターテインメントの発展にさらなる障害となる

展望と機会

• 車載ナビゲーションからの移行が続く
• 車載スピーカーとインダッシュメディアプレーヤーが中古車市場で人気を博す可能性
• 将来の車載エンターテインメントシステムはシームレスな統合とパーソナライゼーションを提供する

カテゴリーデータ

タイのホームオーディオと映画

主なデータ結果

2024年の発展

• よりコンパクトで便利なホームエンターテイメントソリューションへの移行
• 景気回復の鈍化で売上が落ち込む
• サウンドバー、売上減少傾向に逆行

展望と機会

• 消費者が省スペース機器に目を向けるようになり、家庭用オーディオと映画館の需要は減少傾向にある
• パーソナライズされた没入型オーディオ体験に焦点を当てる
• eコマースの台頭にもかかわらず、消費者は家庭用オーディオや映画製品の対面販売を引き続き好む

カテゴリーデータ

タイのホームビデオ

主なデータ結果

2024年の発展

• ストリーミングサービスとオンデマンドコンテンツへの移行
• スマートテレビが普及
• 中国ブランドの存在感の高まり

展望と機会

• ビデオプレーヤーが忘れ去られる一方で、テレビが成長を牽引し続ける
• スマートテレビ技術は進化を続け、消費者にさらにパーソナライズされたインタラクティブな体験を提供
• 中国のテレビはオンラインでの存在感を拡大

カテゴリーデータ

タイの画像機器

主なデータ結果

2024年の発展

• スマートフォン写真の人気が画像機器の売り上げを食いつぶす
• イメージングデバイスはニッチな人気を維持している
• GoProがリード、他のプレーヤーはプレミアム製品に移行

展望と機会

• スマートフォンのさらなる進化により、画像機器の売上は引き続き減少する
• ニッチな消費者層を引き付けるために先進技術に焦点を当てる
• 家電製品や電子機器の専門店は今後も流通を独占するだろうが、小売業者は競争力を維持するために多様化するか、オンライン小売に切り替える必要がある

カテゴリーデータ

タイのポータブルプレーヤー

主なデータ結果

2024年の発展

• スマートフォンの普及により、ポータブルメディアプレーヤーの重要性は低下
• ワイヤレススピーカーの人気が高まる
• JBLは首位を維持しているが、激しい競合選手たちは差別化を迫られている

展望と機会

• ワイヤレススピーカーが唯一のプラス要因となる
• ポータブルメディアプレーヤーの売上が引き続き減少する中、プレーヤーはより専門的でニッチな製品の開発に注力する
• 電子書籍リーダーは成功しない

カテゴリーデータ

タイの携帯電話

主なデータ結果

2024年の発展

• 携帯電話は成熟期に近づいている
• 5G技術の継続的な展開が需要の重要な原動力
• 専門的な機能とニッチな市場に焦点を当てる

展望と機会

• 5Gネットワークのさらなる展開により、新たなサービスや用途の開発が促進される
• 折りたたみ式スマートフォンはニッチな市場を見つける
• パーソナライゼーション、セキュリティ、ユーザーのプライバシーに重点を置く

カテゴリーデータ

タイのウェアラブル電子機器

主なデータ結果

2024年の発展

• 健康とウェルネスの動向が成長を牽引し続けている
• 接続性が強化され、より高度な機能を備えたデバイスへの移行
• XiaomiはAppleとSamsungからの競合が激化していると見ている

展望と機会

• スマートウェアラブルは、シームレスな接続性、強化された機能、パーソナライゼーションに重点を置いて成長を促進
• 高齢者人口の増加は積極的な健康管理と医療統合の機会をもたらす
• 店舗型小売業者はスマートウェアラブルの高度化の恩恵を受ける一方、eコマースは引き続き成長

カテゴリーデータ

タイのヘッドフォン

主なデータ結果

2024年の発展

• ライフスタイルの動向が需要を牽引し、TWSイヤホンが先導
• 最先端のテクノロジーがオーディオ体験を向上
• eコマースは依然として主要な流通チャネルである

展望と機会

• スマートフォンの利用増加と補完的な製品やサービスがヘッドフォンの成長を牽引する
• オーディオ技術のさらなる進歩が需要を押し上げる
• 骨伝導技術が需要に影響を与える可能性

カテゴリーデータ

Retail sales of consumer electronics in Thailand are expected to contract at a modest rate in volume terms in 2023, following a more significant decline in the previous year. Despite an anticipated rebound in the domestic economy, assisted by the recovery of international tourism and easing inflation, consumers will continue to exercise a degree of caution when purchasing non-essential products.

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.

TABLE OF CONTENTS

List Of Contents And Tables

EXECUTIVE SUMMARY

• Consumer electronics in 2024: The big picture
• 2024 key trends
• Competitive landscape
• Retailing developments
• What next for consumer electronics?

MARKET DATA

• Table 1 Sales of Consumer Electronics by Category: Volume 2019-2024
• Table 2 Sales of Consumer Electronics by Category: Value 2019-2024
• Table 3 Sales of Consumer Electronics by Category: % Volume Growth 2019-2024
• Table 4 Sales of Consumer Electronics by Category: % Value Growth 2019-2024
• Table 5 NBO Company Shares of Consumer Electronics: % Volume 2020-2024
• Table 6 LBN Brand Shares of Consumer Electronics: % Volume 2021-2024
• Table 7 Distribution of Consumer Electronics by Channel: % Volume 2019-2024
• Table 8 Forecast Sales of Consumer Electronics by Category: Volume 2024-2029
• Table 9 Forecast Sales of Consumer Electronics by Category: Value 2024-2029
• Table 10 Forecast Sales of Consumer Electronics by Category: % Volume Growth 2024-2029
• Table 11 Forecast Sales of Consumer Electronics by Category: % Value Growth 2024-2029

DISCLAIMER

SOURCES

• Summary 1 Research Sources

COMPUTERS AND PERIPHERALS IN THAILAND

KEY DATA FINDINGS

2024 DEVELOPMENTS

• Challenging environment for computers and peripherals
• Printers buck the declining sales trend, thanks to investments in new technology, such as cloud-printing services
• Chinese manufacturers fail to gain traction

PROSPECTS AND OPPORTUNITIES

• Desktops and monitors will continue to lose ground to laptops
• Focus on specialisation and integration of advanced technologies in laptops and printers
• Greater emphasis on sustainability and resource efficiency

CATEGORY DATA

• Table 12 Sales of Computers and Peripherals by Category: Volume 2019-2024
• Table 13 Sales of Computers and Peripherals by Category: Value 2019-2024
• Table 14 Sales of Computers and Peripherals by Category: % Volume Growth 2019-2024
• Table 15 Sales of Computers and Peripherals by Category: % Value Growth 2019-2024
• Table 16 Sales of Computers by Category: Business Volume 2019-2024
• Table 17 Sales of Computers by Category: Business Value MSP 2019-2024
• Table 18 Sales of Computers by Category: Business Volume Growth 2019-2024
• Table 19 Sales of Computers by Category: Business Value MSP Growth 2019-2024
• Table 20 NBO Company Shares of Computers and Peripherals: % Volume 2020-2024
• Table 21 LBN Brand Shares of Computers and Peripherals: % Volume 2021-2024
• Table 22 Distribution of Computers and Peripherals by Channel: % Volume 2019-2024
• Table 23 Forecast Sales of Computers and Peripherals by Category: Volume 2024-2029
• Table 24 Forecast Sales of Computers and Peripherals by Category: Value 2024-2029
• Table 25 Forecast Sales of Computers and Peripherals by Category: % Volume Growth 2024-2029
• Table 26 Forecast Sales of Computers and Peripherals by Category: % Value Growth 2024-2029
• Table 27 Forecast Sales of Computers by Category: Business Volume 2024-2029
• Table 28 Forecast Sales of Computers by Category: Business Value MSP 2024-2029
• Table 29 Forecast Sales of Computers by Category: Business Volume Growth 2024-2029
• Table 30 Forecast Sales of Computers by Category: Business Value MSP Growth 2024-2029

IN-CAR ENTERTAINMENT IN THAILAND

KEY DATA FINDINGS

2024 DEVELOPMENTS

• In-car navigation drives closer to obsolescence, thanks to shift towards smartphone integration
• Focus on connectivity and advanced features
• Electric vehicles provide a further obstacle to the development of in-car entertainment

PROSPECTS AND OPPORTUNITIES

• Continued shift away from in-car navigation
• In-car speakers and in-dash media players could gain popularity in second-hand car market
• Future in-car entertainment systems will offer seamless integration and personalisation

CATEGORY DATA

• Table 31 Sales of In-Car Entertainment by Category: Volume 2019-2024
• Table 32 Sales of In-Car Entertainment by Category: Value 2019-2024
• Table 33 Sales of In-Car Entertainment by Category: % Volume Growth 2019-2024
• Table 34 Sales of In-Car Entertainment by Category: % Value Growth 2019-2024
• Table 35 NBO Company Shares of In-Car Entertainment: % Volume 2020-2024
• Table 36 LBN Brand Shares of In-Car Entertainment: % Volume 2021-2024
• Table 37 Distribution of In-Car Entertainment by Channel: % Volume 2019-2024
• Table 38 Forecast Sales of In-Car Entertainment by Category: Volume 2024-2029
• Table 39 Forecast Sales of In-Car Entertainment by Category: Value 2024-2029
• Table 40 Forecast Sales of In-Car Entertainment by Category: % Volume Growth 2024-2029
• Table 41 Forecast Sales of In-Car Entertainment by Category: % Value Growth 2024-2029

HOME AUDIO AND CINEMA IN THAILAND

KEY DATA FINDINGS

2024 DEVELOPMENTS

• Shift towards more compact and convenient home entertainment solutions
• Slow economic recovery dampens sales
• Soundbars buck declining sales trend

PROSPECTS AND OPPORTUNITIES

• Declining trend for home audio and cinema as consumers turn to space-saving devices
• Focus on personalised and immersive audio experiences
• Consumers will continue to prefer face-to-face sales for home audio and cinema products, despite rise of e-commerce

CATEGORY DATA

• Table 42 Sales of Home Audio and Cinema by Category: Volume 2019-2024
• Table 43 Sales of Home Audio and Cinema by Category: Value 2019-2024
• Table 44 Sales of Home Audio and Cinema by Category: % Volume Growth 2019-2024
• Table 45 Sales of Home Audio and Cinema by Category: % Value Growth 2019-2024
• Table 46 NBO Company Shares of Home Audio and Cinema: % Volume 2020-2024
• Table 47 LBN Brand Shares of Home Audio and Cinema: % Volume 2021-2024
• Table 48 Distribution of Home Audio and Cinema by Channel: % Volume 2020-2024
• Table 49 Forecast Sales of Home Audio and Cinema by Category: Volume 2024-2029
• Table 50 Forecast Sales of Home Audio and Cinema by Category: Value 2024-2029
• Table 51 Forecast Sales of Home Audio and Cinema by Category: % Volume Growth 2024-2029
• Table 52 Forecast Sales of Home Audio and Cinema by Category: % Value Growth 2024-2029

HOME VIDEO IN THAILAND

KEY DATA FINDINGS

2024 DEVELOPMENTS

• Shift towards streaming services and on-demand content
• Smart TVs become more popular
• Increasing presence of Chinese brands

PROSPECTS AND OPPORTUNITIES

• Growth will continue to be driven by televisions while video players fall into oblivion
• Smart TV technology will continue to evolve, offering consumers a more personalised and interactive experience
• Chinese TVs will expand their online presence

CATEGORY DATA

• Table 53 Sales of Home Video by Category: Volume 2019-2024
• Table 54 Sales of Home Video by Category: Value 2019-2024
• Table 55 Sales of Home Video by Category: % Volume Growth 2019-2024
• Table 56 Sales of Home Video by Category: % Value Growth 2019-2024
• Table 57 Sales of LCD TVs by Network Connectivity: % Retail Volume 2019-2024
• Table 58 NBO Company Shares of Home Video: % Volume 2020-2024
• Table 59 LBN Brand Shares of Home Video: % Volume 2021-2024
• Table 60 Distribution of Home Video by Channel: % Volume 2019-2024
• Table 61 Forecast Sales of Home Video by Category: Volume 2024-2029
• Table 62 Forecast Sales of Home Video by Category: Value 2024-2029
• Table 63 Forecast Sales of Home Video by Category: % Volume Growth 2024-2029
• Table 64 Forecast Sales of Home Video by Category: % Value Growth 2024-2029
• Table 65 Forecast Sales of LCD TVs by Network Connectivity: % Retail Volume 2024-2029

IMAGING DEVICES IN THAILAND

KEY DATA FINDINGS

2024 DEVELOPMENTS

• Popularity of smartphone photography cannibalises sales of imaging devices
• Imaging devices continue to have niche appeal
• GoPro leads, while other players shift to premium-positioned products

PROSPECTS AND OPPORTUNITIES

• Sales of imaging devices will continue their downward slide, thanks to further advancements in smartphones
• Focus on advanced technology to attract niche consumer groups
• Appliances and electronics specialists will continue to dominate distribution, but retailers may need to diversify, or switch to online retailing, to remain competitive

CATEGORY DATA

• Table 66 Sales of Imaging Devices by Category: Volume 2019-2024
• Table 67 Sales of Imaging Devices by Category: Value 2019-2024
• Table 68 Sales of Imaging Devices by Category: % Volume Growth 2019-2024
• Table 69 Sales of Imaging Devices by Category: % Value Growth 2019-2024
• Table 70 NBO Company Shares of Imaging Devices: % Volume 2020-2024
• Table 71 LBN Brand Shares of Imaging Devices: % Volume 2021-2024
• Table 72 Distribution of Imaging Devices by Channel: % Volume 2019-2024
• Table 73 Forecast Sales of Imaging Devices by Category: Volume 2024-2029
• Table 74 Forecast Sales of Imaging Devices by Category: Value 2024-2029
• Table 75 Forecast Sales of Imaging Devices by Category: % Volume Growth 2024-2029
• Table 76 Forecast Sales of Imaging Devices by Category: % Value Growth 2024-2029

PORTABLE PLAYERS IN THAILAND

KEY DATA FINDINGS

2024 DEVELOPMENTS

• Portable media players lose relevance, due to ubiquity of smartphones
• Wireless speakers grow in popularity
• JBL retains its lead, but intense competition forces players to differentiate

PROSPECTS AND OPPORTUNITIES

• Wireless speakers will be the sole positive performer
• As sales of portable media players continue to fall, players will focus on the development of more specialised, niche products
• E-readers will fail to thrive

CATEGORY DATA

• Table 77 Sales of Portable Players by Category: Volume 2019-2024
• Table 78 Sales of Portable Players by Category: Value 2019-2024
• Table 79 Sales of Portable Players by Category: % Volume Growth 2019-2024
• Table 80 Sales of Portable Players by Category: % Value Growth 2019-2024
• Table 81 NBO Company Shares of Portable Players: % Volume 2020-2024
• Table 82 LBN Brand Shares of Portable Players: % Volume 2021-2024
• Table 83 Distribution of Portable Players by Channel: % Volume 2019-2024
• Table 84 Forecast Sales of Portable Players by Category: Volume 2024-2029
• Table 85 Forecast Sales of Portable Players by Category: Value 2024-2029
• Table 86 Forecast Sales of Portable Players by Category: % Volume Growth 2024-2029
• Table 87 Forecast Sales of Portable Players by Category: % Value Growth 2024-2029

MOBILE PHONES IN THAILAND

KEY DATA FINDINGS

2024 DEVELOPMENTS

• Mobile phones approach maturity
• Continued roll out of 5G technology is key driver of demand
• Focus on specialised features and niche markets

PROSPECTS AND OPPORTUNITIES

• Further rollout of 5G networks will fuel development of new services and applications
• Foldable smartphones could find their niche
• Focus on personalisation, security, and user privacy

CATEGORY DATA

• Table 88 Sales of Mobile Phones by Category: Volume 2019-2024
• Table 89 Sales of Mobile Phones by Category: Value 2019-2024
• Table 90 Sales of Mobile Phones by Category: % Volume Growth 2019-2024
• Table 91 Sales of Mobile Phones by Category: % Value Growth 2019-2024
• Table 92 Sales of Smartphones by Screen Size: % Retail Volume 2021-2024
• Table 93 NBO Company Shares of Mobile Phones: % Volume 2020-2024
• Table 94 LBN Brand Shares of Mobile Phones: % Volume 2021-2024
• Table 95 Distribution of Mobile Phones by Channel: % Volume 2019-2024
• Table 96 Forecast Sales of Mobile Phones by Category: Volume 2024-2029
• Table 97 Forecast Sales of Mobile Phones by Category: Value 2024-2029
• Table 98 Forecast Sales of Mobile Phones by Category: % Volume Growth 2024-2029
• Table 99 Forecast Sales of Mobile Phones by Category: % Value Growth 2024-2029
• Table 100 Forecast Sales of Smartphones by Screen Size: % Retail Volume 2024-2029

WEARABLE ELECTRONICS IN THAILAND

KEY DATA FINDINGS

2024 DEVELOPMENTS

• Health and wellness trends continue to drive growth
• Movement towards devices with enhanced connectivity and more advanced features
• Xiaomi sees increasing competition from Apple and Samsung

PROSPECTS AND OPPORTUNITIES

• Smart wearables will drive growth, with a focus on seamless connectivity, enhanced functionality, and personalisation.
• Growth in elderly population offers opportunities for proactive health management and medical integration
• Store-based retailers to benefit from increasing sophistication of smart wearables, while e-commerce will continue to grow

CATEGORY DATA

• Table 101 Sales of Wearable Electronics by Category: Volume 2019-2024
• Table 102 Sales of Wearable Electronics by Category: Value 2019-2024
• Table 103 Sales of Wearable Electronics by Category: % Volume Growth 2019-2024
• Table 104 Sales of Wearable Electronics by Category: % Value Growth 2019-2024
• Table 105 NBO Company Shares of Wearable Electronics: % Volume 2020-2024
• Table 106 LBN Brand Shares of Wearable Electronics: % Volume 2021-2024
• Table 107 Distribution of Wearable Electronics by Channel: % Volume 2019-2024
• Table 108 Forecast Sales of Wearable Electronics by Category: Volume 2024-2029
• Table 109 Forecast Sales of Wearable Electronics by Category: Value 2024-2029
• Table 110 Forecast Sales of Wearable Electronics by Category: % Volume Growth 2024-2029
• Table 111 Forecast Sales of Wearable Electronics by Category: % Value Growth 2024-2029

HEADPHONES IN THAILAND

KEY DATA FINDINGS

2024 DEVELOPMENTS

• Lifestyle trends drive demand, with TWS earbuds leading the way
• Cutting-edge technology enhances audio experiences
• E-commerce remains dominant distribution channel

PROSPECTS AND OPPORTUNITIES

• Increasing use of smartphones and complementary products and services will drive growth in headphones
• Further advancements in audio technology will drive demand
• Bone conduction technology may affect demand

CATEGORY DATA

• Table 112 Sales of Headphones by Category: Volume 2019-2024
• Table 113 Sales of Headphones by Category: Value 2019-2024
• Table 114 Sales of Headphones by Category: % Volume Growth 2019-2024
• Table 115 Sales of Headphones by Category: % Value Growth 2019-2024
• Table 116 NBO Company Shares of Headphones: % Volume 2020-2024
• Table 117 LBN Brand Shares of Headphones: % Volume 2021-2024
• Table 118 Distribution of Headphones by Channel: % Volume 2019-2024
• Table 119 Forecast Sales of Headphones by Category: Volume 2024-2029
• Table 120 Forecast Sales of Headphones by Category: Value 2024-2029
• Table 121 Forecast Sales of Headphones by Category: % Volume Growth 2024-2029
• Table 122 Forecast Sales of Headphones by Category: % Value Growth 2024-2029