1、 Market size
The global Notebook PC shipment peaked at 204 million units in 2011. Impacted by the rapid popularization of alternative consumer electronics such as smart phones and tablet computers, the entertainment and leisure functions carried by notebook computers were diverted by smart phones and tablet computers. From 2012 to 2016, the overall volume of notebook PC shipment declined, with an obvious downward trend. The shipment volume in 2018 is 164 million units, and the expected shipment volume in 2022 is 166 million units, with an annual compound growth rate of 0.4%.
According to the data of the market research analysis and development scale forecast report of China's notebook computer industry from 2020 to 2026 released by smart research consulting, from 2003 to 2010, the price of mainstream notebook computers gradually dropped to less than RMB 10000, notebook computer market entered a period of rapid popularization, and the global notebook shipment volume increased rapidly, even if it suffered from the Affected by the financial crisis, the compound annual growth rate is still as high as 26%. Since 2012, the industry has entered a period of adjustment. The main reasons are as follows: first, the sales of notebook computers are impacted by alternative products such as smart phones and tablets. The entertainment and leisure functions carried by notebook computers are diverted by smart phones and tablet computers. Users' time to use laptops has been reduced, and they are more focused on office properties, which directly affects consumer demand. Second, the speed of notebook computer upgrading slows down and its life cycle is prolonged. In the past, the hardware of notebook computers has been improved rapidly, and the period for users to update laptops is relatively short, about 2-3 years. In the past few years, the hardware improvement of new notebook products is not obvious, and the software can be universal through upgrading. Therefore, the willingness of users to buy a new generation of notebook computers is not strong, thus prolonging the life cycle of notebook products in disguise. In the future, with the clear positioning of notebook differentiation and the stability of the commercial notebook market, the products tend to be more customized, fashionable and personalized, and its market share is expected to remain stable. At the same time, Lenovo released the world's first folding screen laptop thinkpadx1 at the fifth Lenovo innovation and technology conference, which further enriched the folding form and use scenarios of the display screen. HP, ASUS and Intel have also launched dual screen notebook computers. The application of folding screen, dual screen, OLED and other emerging technologies on notebook computers is not only the trend of the future industry, but also will improve the user experience, further promote the growth of consumer notebook market and stimulate the scale of notebook market.
2、 Market structure
At present, the global notebook market competition is fierce, showing a high degree of market concentration, the market share is mainly concentrated in HP, Lenovo and other major brand manufacturers. By the end of 2018, the top six notebook computer brands in the world were HP, Lenovo, Dell, apple, ASUS and Acer, accounting for 89% of the market share. The top six brands present two echelons, the first tier (top three) has a significant market share advantage, and the second tier has fierce competition.
The first echelon of global notebook computer manufacturers (HP, Lenovo, Dell) remained stable. Their market share continued to rise from 2016 to 2018, accounting for 60.80% from 59.50%. The proportion of other brands except the six major brands decreased year by year, from 13.80% in 2016 to 10.80% in 2018. The industry concentration is becoming more and more obvious.
3、 Development of notebook computer industry
Notebook computer manufacturing industry has experienced the development process from manufacturing mode to OEM manufacturing mode, and then to complete OEM mode. At first, the industry adopted the manufacturing mode, that is, all or most of the accessories of notebook computers were produced by notebook brands themselves. With the rapid development of electronic industry, the market competition is more and more fierce, the production scale is expanding day by day, the product model and function are increasingly complex, the material used is rich and the parts are various, which leads to the specialization division of labor further refined. Many brands put their limited energy and financial resources into the function and performance of their products, and hand over the parts that can be realized by general technology such as structural component module and circuit system to the professional OEM factory for production, thus developing from the original manufacturing mode to the OEM manufacturing mode.
Complete OEM mode is a form of professional division of labor, which means that brand manufacturers give all the production of products to OEM manufacturers. Brand manufacturers focus on image design and marketing services and become brand shapers. At this time, OEM became the role of integrated manufacturer. Through further division of labor in the industry, all structural parts (such as shell, link shaft, etc.) of products were outsourced to more professional structural parts manufacturers, which led to the birth of professional structural parts manufacturers.