Q4 2013, best quarter in terms of sales from the start of crisis


According to GfK TEMAX survey, only Office Equipment and Photo sectors booked declines in value last year.

Sales value in the last quarter of the year rose in the Technical Consumer Goods (TCG) market by 10.6 percent, compared with Q4 2012. For the full year, sales value grew by 6.9 percent, compared with 2012. According to a GfK TEMAX survey, released yesterday, it’s the best quarter in terms of sales from 2009 until today.
Only two sectors booked declines in value in 2013 – the Office Equipment and Photo sectors.
Sales value in Q4 2013 was up 7.8 per cent over Q4 2012 in the Telecommunications sector. Non-subsidized sales in Q4 2013 were EUR 169 M, up 21.3 per cent, compared to Q4 2012. For the entire year, sales rose 17 per cent due to strong Smartphone sales. Q4 2013 brought attention to a new segment in the Telecommunications sector – Phablets. The Small Domestic Appliances sector registered 13.1 per cent more value in Q4 2013 compared with the same period of 2012. Black Friday sales contributed to the sector’s quarterly performance. 2013 sales of Small Domestic Appliances reached EUR 114 M, 9.2 per cent above 2012.
The rest sectors displayed growth, especially in Q4. For instance, the Consumer Electronics sector showed growth for the year, even after three quarters of consecutive decreases. An increase of 7.8 percent in value in Q4 2013, compared to Q4 2012, led to growth of 1.6 percent year on year. Sales in Q4 2013 reached f EUR 119 M.  More than half of sales were made in November, which is now the best-selling month of the year. The Major Domestic Appliances (MDA) sector maintained growth in the last quarter of 2013, with a 7.7 per cent increase in value, compared with the same period of 2012, reaching EUR 113 M. Overall, MDA 2013 sales were EUR 337 M, 5.3 per cent above 2012.
When compared to the same period of 2012, the IT sector recorded an increase of 7.6 per cent in Q4 2013 and reached a value of EUR 163 M. Black Friday and Christmas campaigns lifted sales in the IT category, except for Desktop computing products. The most significant increases were recorded by Media Tablets (+37 per cent) and Keyboards (+28 per cent). In the Media Tablets segment, entry and mid-range products with a screen size smaller than 9 inches sold well.
Demand for Laptops increased 1 percent in Q4 2013 compared to the same period of 2012. This segment still represents more than half of the IT market in terms of value.
Overall sales in the IT sector were roughly EUR 455 M in 2013, with a growth rate of 3.9 per cent compared to 2012. The market for Printers and Multifunctional Devices declined 3.3 per cent in Q4 2013, compared to 2012 and was worth roughly EUR 10 M. Sales in the sector were EUR 31 M in 2013, down 2 per cent vs. 2012. Sales of Digital Still Cameras were sluggish in the summer season and declined 12.6 per cent in the first three quarters of 2013. For Q4 2013, sales were EUR 13 M after a decrease of 13.4 per cent compared to Q4 2012. Total sales for the Digital Camera market were down 12.9 per cent in 2013 compared to the previous year.
While sales of cameras with SLRs, which represents half of the value of the Photo segment, were almost flat in Q4 2013 compared with Q4 2012, the sales value of Compacts decreased by 26 per cent.

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