asus: Asus in talks with Indian EMS gamers to start out native laptop computer manufacturing


Taiwanese laptop computer maker Asus is in talks with native EMS gamers to start native manufacturing of its laptops within the nation and it’s aiming to seize 20% market share within the shopper laptop computer section this yr.

“Like different manufacturers/ corporations we might want to work with the EMS gamers to leverage the PLI scheme. We’re working with our EMS to align with the PLI scheme with the federal government. The talks are already ongoing. We do not have a exact timeline, however we need to make it occur as early as doable,” Arnold Su, Enterprise Head, Client and Gaming PC, System Enterprise Group, ASUS India informed ET.

Asus is the quantity 4 shopper PC model in India and grew near 40% year-on-ear within the second quarter. Citing IDC figures, he mentioned that the corporate’s market share in the complete shopper PC was round 9% in Q2 2021.

Within the shopper laptop computer section, Asus reached 10% market share in Q2 2021. Arnold mentioned that for the third quarter, Asus is predicted to report 30% year-on-year development. “When it comes to gaming, there may be near 60% yr over yr development anticipated in Q3.”

“If we take a look at the general market, India is the most important shopper PC market in the complete Asia Pacific and a vital marketplace for Asus as effectively. So, this yr, we’re aiming to seize 20% market share within the shopper laptop computer section in India,” Arnold mentioned.

India’s PC penetration ratio continues to be very low at round 10%, he mentioned, including that the pandemic has pushed the expansion for PCs and laptops. “So, there’s a very massive alternative for all of the PC makers to additional spend money on India to do enterprise and meet the spike in demand.

The corporate can be betting massive on the gaming PC market in India with its ROG vary. “India’s PC gaming gross sales elevated virtually by 15 instances. So that is absolutely crucial development engine for all PC makers and ASUS is fairly robust within the gaming section,” he mentioned.

Within the mainstream laptop computer section, Asus is attempting to drive development for the skinny and lightweight laptop computer section. “Skinny and lightweight drives virtually 70-80% of the non-gaming section already. It’s the key development engine for the non-gaming section and ASUS,” he mentioned.

The corporate has ZenBook, Vivobook Extremely and Vivobook Professional laptops within the skinny and lightweight laptop computer section. “…that is the section by means of which we need to seize extra market share,” he mentioned, including that the corporate can be seeing development for its 2-in-1 merchandise resulting from numerous use circumstances like.

“Particularly after COVID, as a result of work at home and examine from residence situation, the touchscreen and utilizing a stylus to jot down in your laptop computer has develop into a quite common consumer case situation for the laptop computer customers. Until 2019, 2-in-1 solely occupied round 5% of the complete PC market, making it a really area of interest section. However within the first half of 2021, the section has already occupied near 9% of the PC market. Previously two years, we grew by virtually seven instances within the 2-in-1 section,” he added.

Asus’ laptop computer vary is priced between Rs 20,000- Rs 2.9 lakh.

On competitors, Arnold mentioned that the entry of extra gamers will make the market a lot greater because the PC penetration stage is already very low.

Arnold mentioned that Asus is investing in offline retail growth and is trying so as to add 20 to 30 unique shops each quarter together with one other 20-35 shop-in-shops taking the general depend to 140 shop-in-ship shops “Each quarter we’re including round 300 premium kiosks with ASUS in tier III and tier IV cities. So you’ll be able to see in 1 / 4 we’re investing near 400 retailers by way of retail growth in India,” he added.

Arnold mentioned that the offline channel nonetheless contributes to round 60% of India’s shopper PC market. “We’ll proceed to spend money on our retail growth. So, proper now, we have already got near 150 unique shops in India. And by the tip of this yr, we goal to have round 200 shops in India,” he added.

Asus additionally has eight ROG (Republic of Players) shops in India. “The store growth is the important thing for us to proceed to develop since it’s nonetheless round 50 to 60% of India’s PC market.”



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