This research report presents shipment volume and value forecast and recent quarter review of the Greater China notebook PC industry, covering mainly Taiwanese makers operating ODM, OEM, EMS, CEM, OBM, and private label business. The report includes shipment volume and value, ASP, manufacturer volume ranking, shipment by assembly level, shipment by price point, and product mix analysis. The content of this report is based on primary data obtained through interviews with Taiwan's notebook PC makers.
The report finds that the Greater China notebook PC industry's shipment volume in the fourth quarter of 2014 topped around 37.6 million units, down 1.0% sequentially and 6% year-on-year. In anticipation of the peak seasonal demand in Europe and North America toward year-end, notebook PCs were shipped in advance to those regional markets in the third quarter of 2014. Hence, the industry's shipment volume declined in the fourth quarter of 2014 as the inventory level at distribution-end remained high and PC branded vendors were more conservative when placing orders. The European and North American markets underwent the inventory clearance phase In the first quarter of 2015, following the inventory replenishment for the seasonal sale in the fourth quarter of 2014. Coupled with the depreciation of Taiwanese dollars against major currencies, Taiwanese PC brands tend to be more cautious about their inventory management. Nevertheless, it is predicted that the industry will still manage to grow 7.8% sequentially in the second quarter of 2015 due largely to Microsoft's new licensing policy.