We noticed a decline of 4,3% in the last quarter of 2016, which resulted in a total decrease of 3,7% in value for the year 2016.
Flat Panel TV stays the most important segment of the Consumer Electronics business (46% of the value), therefore this group is very determinative for the general evolutions of Brown Goods. Unfortunately the television market faced a terrible decline of almost 10% in the last 3 months of the year. At the end of 2015 some strong subsidy promotions by Belgian operators pushed the turnover, this year the effect was less visible.
The best performing products of 2016 are Docking/Mini Speakers, Loudspeakers and Action Cams. If we only take the last quarter into account also the Car Vision devices are performing well.
Besides the introduction of a new, successful version of the most famous action cam brand we notice the uplift of cams for kids. Especially in the last 2 months of the year, Santa Claus and Christmas, it explodes! Almost one third of the yearly Action Cam sales is done in 2 months: November and December.
The most recent innovation in CE is the drone. In our Retail Reports of Q3/2016 we stipulated that around 8.500 drones were sold in the third quarter of 2016. In the last 3 months of the year the sales more than tripled compared to Q3/2016: almost 29.000 drones passed the cash desk. It seemed to be the perfect Christmas gift… for younger and older boys!
Jürgen De Mesmaecker - Industry Lead Technology