The Taiwanese PC supply chain is not optimistic about demand in the first half of 2016. DigiTimes heard comments that better than anticipated PC shipments in Q3 2015 originated from brand vendors refilling their channel inventory, and that price-cut promotions are driving sales in the current quarter. As such, the sources are pessimistic about 2016 demand.
Currently, inexpensive Windows 7 PCs are the main selling force in emerging markets such as Southeast Asia, and Windows 10 has not yet been able to create a PC replacement trend in the market.
The sources pointed out that PC shipment growth in the third quarter was mainly because of brand vendors refilling their channel inventory.
To maintain their shipments, brand vendors have turned to push niche products such as Chromebooks, 2-in-1 devices, gaming PCs, mini PCs and ultrabooks, but as demand for PCs is expected to stay weak, the industry is unlikely to see any major recovery in the first half of 2016.