GfK-后疫情时代全球PC市场深度洞察-2021.05-12正式版

GlobalPCObservationsandInsightinPost-COVIDEraMay2021新冠疫情的全球流行，正逐渐重塑我们的世界与生活全球周度新增病例数至2021/05/10157,897,7632020/03/11欧洲感染病例增加确诊数世卫宣布疫情出现美国/拉丁美洲地区感3,287,082染病例增加死亡数1,127,615,452中国地区外第一次出现封城美洲欧洲疫苗接种数印度东南亚东地中海地区第二轮/第三轮封城/Regiondefinitions:/countries,StatusMay10th,2021©GfK2IT与办公设备引领2020年技术消费品市场的复苏，其它品类也在2021年恢复增长销额（美元）/月销额同比增速35%40%35%29%40%22%16%29%29%20%12%IT与办公设备22%8%4%9%12%1%-1% 其它品类-17%

-10%-29%GfKConsumerLifeGlobal2020Jan20 Feb20 Mar20 Apr20 May20 Jun20 Jul20 Aug20 Sep20 Oct20 Nov20 Dec20 Jan21 Feb21 Mar21Global技术消费品Marketexcl.IT/Office:ConsumerElectronicsincl.Photo,Small/MajorDomesticAppliances,TelecomSource:GfKMarketIntelligence:SalesTracking,RetailerMarket,Internationalcoverageexcl.NorthAmerica,basedonnon-subsidizedpricesUSD(NSP)©GfKPRJ249348-RG5481054-RP38629105进入2021年，市场整体需求持续稳定利好。鉴于2020年全球不同的疫情爆发时期，区域差异显著PC市场销量增长率Y2020+16%Q12021+11%

+20%/+5%西欧+34%/+5%+10%/+0.4%中东欧东亚发达地区+9%/+13%中国不含港澳台地区+24%/-0.5%+5%/+18%亚洲发展中地区+26%/+49%中东/非洲拉丁美洲GlobalPCMarket©GfKSource:GfKMarketIntelligence:SalesTracking,Internationalcoverageexcl.NorthAmerica2021年，移动PC供应链遭遇芯片短缺的挑战，增速放缓。而在居家游戏需求的持续拉动下，游戏PC加速增长。全球（除北美市场）零售量季度同比增长%MOBILECOMPUTING DESKPC AIOPC30%19%22%21%18%14%11%8%9%3%4%-2%-2%-1%0%Q12020Q22020Q32020Q42020Q12021游戏PC全球（除北美市场）零售量同比增长%|2021Q1，Y2020GamingNonGaming48%29%27%20%37%15%6%-7%Q12021Y2020Q12021Y2020GamingGamingMobilePCDeskPCGlobalPCRetailMarket©GfKSource:GfKMarketIntelligence:SalesTracking,Panelmarket,Internationalcoverageexcl.NorthAmerica高端产品持续引领市场增长“定期适当犒赏自己是很重要的”Ultrathin16inchDisplay+50% 227%Notebooks Non-GamingNotebooks+26% +20%

44%全球受访者表示者同意16GRAM512GSSD270% +132%Notebooks Notebooks+26% +26%Source:GfKConsumerLife2020,GfKMarketIntelligence:SalesTracking,Internationalcoverage(excl.NorthAmerica),growthinUSDYTD:Jan-Dec2020GlobalPCRetailMarket©GfKSource:GfKMarketIntelligence:SalesTracking,Panelmarket,Internationalcoverageexcl.NorthAmericaPCDRAM|得益于中国、亚洲和西欧地区的移动PC中16GB内存的高占比，2021年平均内存容量持续增长Globalex-NAPCunitandDRAMcontentgrowth20%18%Unity/y9.5TotalDRAMcontenty/y15%AverageDRAMcontent8.110%10%7.08%6.36%5.86%5%5.23%3%4.61%4.40%0%-5%-3%-4%-6%-5%-8%-10%-10%-15%20142015201620172018201920202021EGlobalPCRetailMarketSource:GfKMarketIntelligence:SalesTracking,Panelmarket,Internationalcoverageexcl.NorthAmerica

10.09.08.07.06.05.04.03.02.01.0-

Globalex-NAPCDRAMcontentmix100%12.016GB90%9.210.080%70%8GB8.060%DRAM50%6.0Average6GB40%4.030%4GB20%2.010%2GB0%0.0Jan-17©GfKBrandedGamingandGamingCapablePCbyDRAMdensity|品牌游戏PC中，逐渐由8GB内存升级至16GBGlobalex-NABranded-GamingPCunitsharebyDRAMdensity100%Others

16.0

Globalex-NAGaming-CapablePCunitsharebyDRAMdensity100%Others14.090%80%70%60%50%40%30%20%

16GB12GB8GB

14.012.010.08.06.04.02.0

90%16GB12.080%12GB70%10.0(GB)60%8.0content/box50%DRAM40%6.08GBAverage30%4.020%2.010%0%4GB2GBGlobalPCRetailMarketSource:GfKMarketIntelligence:SalesTracking,Panelmarket,Internationalcoverageexcl.NorthAmerica

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10%0%-Jan-17©GfKNotebookAverageNAND|得益于512GB占比的大幅提升，使得笔记本硬盘平均容量快速提升至364.4GBGlobalex-NASSD&HybridNotebookunitandNANDgrowth

Globalex-NASSD&HybridNotebookunitsharebyNANDcontent100% Others250%200%150%100%50%0%

TotalNANDcontenty/yUnity/yAverageNANDcontent265.6GB195.7GB202.3GB175.4GB150.8GB156.4GB69%65%59%47%51%42%43%37%29%26%25%13%

364.4GB99%45%

450GB411.3GB400GB350GB300GB250GB200GB150GB100GB27%50GB13%0GB

90%512GB80%70%60%256GB50%40%30%20%128GB10%64GB0%32GB16GB20142015201620172018201920202021E

Sep-21Nov-21©GfKGlobalPCRetailMarketSource:GfKMarketIntelligence:SalesTracking,Panelmarket,Internationalcoverageexcl.NorthAmericaDesktopAverageNAND|台式机2021年平均NAND容量持续增长，主要得益于256GB乃至512GB在中东欧、中国、亚洲的大幅增长。Globalex-NASSD&HybridDesktopunitandNANDgrowth

100%

Globalex-NASSD&HybridDesktopunitsharebyNANDcontentOthers<=512GB250%200%150%100%50%0%

TotalNANDcontenty/yUnity/yAverageNANDcontent263.7GB144%211.8GB129%122%115%166.7GB158.6GB97%149.1GB86%129.3GB114.8GB47%53%38%35%19%21%13%9%2014201520162017201820192020

350GB300GB250GB200GB150GB100GB50GB19%3%0GB2021E

90%80%70%60%50%40%30%20%10%0%

<=256GB<=128GB<=32GB<=64GBMay-21Jul-21Sep-21Nov-21©GfKGlobalPCRetailMarketSource:GfKMarketIntelligence:SalesTracking,Panelmarket,Internationalcoverageexcl.NorthAmericaBrandedGamingandGamingCapablePCbyStorageType|品牌游戏PC市场中，512GBSSD市场占比均大幅快速提升。Globalex-NABranded-GamingPCunitsharebystorage100%HDDHybridOthers90%80%Hybrid256GBSSDOthers70%60%Hybrid128GB50%40%SSD512GB30%20%10%SSD128GBSSD256GB0%GlobalPCRetailMarketSource:GfKMarketIntelligence