North American Relay Market Sales Lower 8% and Bookings Down 12% For 2015 Compared to 2014

Total reported sales for all relay categories in North America for the fourth quarter of 2015 were 9% lower than the previous quarter and down 15% from the same quarter of 2014. Sales units for Q4 2015 totaled ran 8% less than units sold in Q3 and 15% less than Q4 of 2014.

The total booking dollars reported for all relay categories in North America for Q4 2015 were more than the previous quarter by 4%, and down over 11% from Q4 2014. The fourth quarter’s book-to-bill ratio for dollars was 0.933. Booking units in Q4 2015 ran 7% above Q3. The fourth quarter’s book-to-bill ratio for units was 1.078.

In the fourth quarter of 2015 sales were down in dollars for EMRs and up for SSRs. Units improved for SSRs and fell for EMRs. ASPs were down. In total dollars slipped 9% and units fell 8% while the ASP was 2% lower. When compared to the third quarter EMRs were down in dollars and units while SSRs improved in dollars and units. ASPs were down for both EMRs and SSRs. In total dollars and units were down 15% with an ASP nearly 1% lower. Year to date SSR dollars and units were higher and EMRs lower. In total, dollars were down 8% and units down just over 10%. Total ASP was up about 3% on the strength in EMRs.

Sales Growth by Relay Category
chart1

Booking dollars and units moved higher in Q4 compared to Q3 for EMRs and SSRs. In total, booking dollars rose 4% and units improved 7% with a 3% ABP decrease. The comparison to Q4 of 2014 shows dollars and units down for EMRs and SSRs. All in, dollars fell by 11% with units 4% weaker. The ABP for SSRs rose 18% while EMRs fell 11% and the total was off almost 8%. Year to date SSR dollars up and EMRs down compared to 2014 while units fell for both. In total, dollars are down 12%, units down 11%, and booking prices 1% lower.

Bookings Growth by Relay Category
chart2

The graph below shows total quarterly indexed sales and bookings in dollars and units for the reported data. Sales dollars and units rose through the first half of 2014 and then started a downward trend that includes the last quarter. Booking dollars and units followed a similar trend albeit with a much larger step down in the third quarter of 2014 and an upturn in Q4 of 2015.

chart3

The overall indexed selling prices have generally moved higher with dips occurring in the first quarter of each year until the second half of last year when the trend reversed. Indexed booking prices have also trended upward over the period with more fluctuation. The booking price has been below the selling price for all but one quarter of the period and is at a two year low.

chart4

Book-to-bill dollars and units improved through Q2 of 2014, dropped in Q3 of last year, and have remained mostly below 1.0 since. The ratio of average booking to selling prices has generalyl moved higher until Q1 of last year when the trend changed downward.

chart5

Michael Schwert


Michael Schwert

Michael is the founder of Cumulus, Inc. He has more than 30 years of marketing and sales as well as design experience in the electronic and electrical component industry. Prior to founding Cumulus, he was Director of Marketing for Cherry Electrical Products and held other marketing management positions with Panduit, BRK Electronics, and Ideal Industries.

Cumulus provides market information and consulting services for the global electronic components industry. The company offers three publications: Switch Tracks, a quarterly report with market information on component switches; the Relay Report, a quarterly report with market information on component relays; and Market Notes, a monthly report on sales, bookings, and business conditions in the relay and switch market. Cumulus also manages projects that help leading global suppliers in the relay and switch industry to develop new products and reach new markets.

Schwert provides MarketEYE with monthly articles that include timely and accurate market information for the electromechanical component sector of the electronics industry.

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