Technical consumer goods market in Indonesia: sales are decreasing


According to the data published by GfK Temax, the TCG market in Indonesia generated 7.2% fewer sales in the third quarter of 2015 compared to the same quarter of the previous year. However, the major domestic appliances grew slightly by 0.6%, while the Information technology achieved the worst performances (-21.6%). Photography and office equipment and consumables sectors registered positive results.

Major domestic appliances
The MDA sector garnered over IDR4.2 trillion in the third quarter of 2015, an increase of 0.6%, compared to the same period of the previous year. The positive performance of washing machines, freestanding hobs, and hoods were offset by a decline in sales of built-in hobs, microwave ovens, and refrigerators.

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Small domestic appliances
In Q3 2015 (compared to Q3 2014), shavers and food preparation equipment segments reported growth of 15.1% and 4.6%, respectively. At the same time, irons, rice cookers, and vacuum cleaners were down in sales by 11.3%, 2.7% and 1.9%, respectively. The total revenue achieved in the SDA sector in Q3 was IDR711 billion, 2.5% less than in the same period of 2014.

Consumer electronics
In Indonesia, the main product of CE sector – panel TVs – grew by 3.3%. However, this did not compensate for the strong declines of many of the smaller segments, including radio devices, home audio systems, video players, and CRT which all fell by double-digit amounts, compared to Q3 2014. Total CE sales revenue for Q3 2015 reached nearly IDR4.5 billion, down by 4.6% from the same period of 2014.

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Sales in the photography sector were up by 8.5% in Q3 this year, compared to the same period of 2014, achieving IDR524 billion. Sales of digital cameras were up by 6%, and demand for mirrorless cameras surged even more strongly: by 24.3%, compared to Q3 2014.

In Q3 2015, all three segments in the telecommunications sector (phablets, headsets and handsets) registered falls in sales of 19.7%, 10.2%, and 5.6%, respectively, compared to Q3 2014. The total market in Q3 2015 was down by 6.6%, and achieved slightly over IDR16.9 trillion.

Office equipment and consumables
Sales in the OE sector in Q3 2015 rose substantially – by 16.2%, compared to the same period in 2014 – and OE is once again the fastest growth sector in the Indonesian TCG market. Its strong performance was led by healthy performances in both the printers and multifunctional devices (MFD) segments, which reported increases in sales of 23.5% and 9.9%, respectively.

Information technology
The three biggest contributors to Indonesia’s IT sector all reported significantly lower sales in Q3 2015, compared to the same period of previous year. Mediatablets, desktop computing products and mobile computing products registered falls in revenue of 35.9%, 20.1% and 7.4%, respectively, compared to the same period in 2014. Overall sales in the sector fell by 21.6%, compared to Q3 2014 and achieved IDR4.16 trillion, the lowest return in the last four quarters.

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