Shulou(Shulou.com)11/24 Report--

CTOnews.com, February 18 (Xinhua) according to RUNTO, sales of smart boxes in China were 4.31 million units in 2022, down 10% from the same period last year. Sales in China's box market have fallen back to less than 10 million units since 2018, and have continued to decline since then, showing a double-digit decline in recent years. In 2022, China's smart box market was not stimulated by positive factors, superimposed the impact of the epidemic on consumption, and the market performance was depressed.

Changes in the overall market sales of smart boxes in China from 2012 to 2022, unit: ten thousand units, according to RUNTO's "monthly tracking of China Smart Box online Retail Market" report: in 2022, the online market sales of smart boxes in China were 2.382 million, accounting for 55.3% of the total channel, down 6.1% from the same period last year; sales were 530 million yuan, down 12.8% from the same period last year.

From a monthly point of view, affected by the sales promotion of the New year's Festival and the traditional wave of returning home during the Spring Festival, January sales reached the highest level of the year, more than 350000 units, and then continued to decline, even if there were large-scale promotions such as June 18 in the middle of the year and Singles' Day and double Twelve at the end of the year, it also failed to drive the market sales of smart boxes. From a year-on-year point of view, there was only an increase in September and October.

The monthly sales volume of China's smart box online market in 2022, in 10,000 units, shows that the number of brands on sale in China's smart box online market reached 108 in 2022.

Mainstream brands occupy a dominant position, and the TOP4 brands are Xiaomi, Tencent, Tmall Magic Box and Dangbei, with a combined share (CR4) of 55.7%, down 13.2% from the same period last year, but still shows an oligopoly competition pattern.

Xiaomi, with its brand awareness and performance-to-price ratio, blessed artificial intelligence and focused on smart home connectivity, firmly occupied the top position, with a share of 18.9%. Xiaomi product line is refined, and the number of models on sale is the least in the TOP4 brand, with only 7 models, with the highest efficiency. In addition, Xiaomi Box 4S has been the best-selling model for two years in a row.

Tencent grabbed 16.7% of the market share, up 2.5% from a year earlier, ranking second. Tencent gives full play to its strengths in the game field and adds cloud game functions to transform the box into a game console. At both ends of the product matrix, 3C boxes often fall below 100 yuan during the promotion period, so they account for nearly 20% of the low-end market; at the same time, they are neck and neck with Dangbei in the high-end market of more than 400 yuan, carving up 80% of the market.

Tmall Magic Box ranks third with a market share of 12.8%. Relying on its own platform and ecological chain advantages, it implants online shopping, payment of electricity, electricity and coal and other living functions in the product, users can directly log on to Taobao account and use Alipay to pay, the experience tends to be smooth and convenient.

When Bay's share of the overall market reached 7.3%, a year-on-year increase of 1.3 percentage points. When Bay focuses on the mid-and high-end market, it is the highest and only one brand with an average price of more than 500yuan among the TOP10 brands. Among them, Z1 Pro can achieve video calls, remote housekeeping, somatosensory interaction, AI fitness and other experiences by equipped with high-definition cameras, contributing more than 50% of the market above 1,000 yuan.

No. 5 to 8 are mostly small and medium-sized brands, mainly through low prices to seize the market. Among them, Fenitai and BSWAY are the new brands this year, and Semini has been promoted from the top ten in 2021 to the sixth in 2022.

The brand share of China's smart box online market in 2022, unit:% CTOnews.com has learned that the data show that 4K smart box accounts for 95% in 2022. Smart boxes that support 8K decoding have begun to appear, such as Xiaomi, Dangbei and Tencent.

In 2022, near-field voice interaction accounted for 45.1% of sales, while far-field voice accounted for 0.4%. In the market of 300 yuan and above, voice interaction has become standard, with a share of more than 95%, an increase of 5.5 percentage points over last year. TV boxes with cameras accounted for only 0.4% of sales in 2022.

In 2023, China's smart box products do not foresee obvious innovative technologies and applications, coupled with the lack of rapid universal benefits in the loose consumer environment inside and outside, it is predicted that sales of smart boxes will fall to 3.96 million units in 2023, down 8% from the same period last year.

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