Thailand’s PC market declined by 20.3% in 1Q23

Thailand’s PC market declined 20.3% year over year (YoY) and grew 12.9% sequentially, reaching 566,000 units in 1Q23, according to the IDC Worldwide Quarterly Personal Computing Device Tracker. The decline was led by the consumer segment, with shipments posting a 31.1% drop YoY to 339,000 units. Vendors have been focusing on clearing channel inventory since last year, amid the post-pandemic drop in demand. Most market players have been successful in bringing the inventory down to below 14 weeks of stock, which allowed them to increase sell-in of new gaming notebooks with the latest generation of graphic cards. Consumer demand was also revived — thanks to the Shop Dee Mee Kuen tax deductions from January to mid-February 2023.

On the other hand, the commercial market grew 4.1% YoY and 5.2% sequentially, reaching 226,000 units. The growth was driven by the public sector spending its budgets ahead of the May elections, and large enterprises, particularly in the banking sector, investing in PC renewals, security, and data transformation.

“Despite the growth, PC vendors are concerned about upcoming projects because the commercial market has largely adopted a wait-and-see attitude after the general elections in May 2023, as they await whether the new government’s policies will boost the overall economy,” says Puwanart Pientanyakij, market analyst for Devices Research, IDC Thailand.

Top 5 Companies Highlights, 1Q23

HP Inc. led the market with an 18.5% share. A newly launched marketing campaign helped bring HP’s inventory under control and fuel new consumer shipments. HP also delivered several deals in the public sector and very large business segment.

Even though Lenovo came in second place in the ranking, the vendor climbed to first place in the commercial market due to multiple wins in the public sector and enterprise segment.

ASUS came in third place but remained the market leader in the consumer market. ASUS benefited from the launch of new gaming devices, which helped it lead branded gaming notebooks in 1Q23.

Dell Technologies came in fourth with 13.1% market share. Although most of Dell’s projects were delivered in the previous quarter, it was one of the few brands to show YoY growth in commercial notebook shipments — thanks to several deals in the corporate market.

Acer Group came in fifth place with 10.7% share. The vendor delivered several deals in the public sector and very large business segment while focusing on correcting channel inventory in the consumer segment.

IDC