Total reported sales for all relay categories in North America for the first quarter of 2014 were 5% higher than in the previous quarter and 1% better than observed in the same quarter of 2013. Sales units for Q1’14 came in 10% above units sold in Q4 and 2% less than Q1’13.

The total booking dollars reported for all relay categories in North America for Q1’14 ran more than the previous quarter by 12%, and down from Q1’13s total bookings by more than 9%. The first quarter’s book-to-bill ratio for dollars was 0.992. Booking units in Q1’14 were 9% above Q4. The first quarter’s book-to-bill ratio for units was 1.034.

In the first quarter of 2014 sales were up in dollars and units for EMRs with SSR units nearly unchanged. ASPs were down as were EMRs and in total. In total dollars increased 5% and units rose 10% while the ASP was 5% lower. When compared to the first quarter of last EMRs were down in dollars and units while SSRs improved. ASPs were up slightly for EMRs and down significantly for SSRs. In total dollars were 1% higher and units 2% lower with a 3% ASP gain on a mix shift to higher priced relays.

Sales Growth by Relay Category

 

Q1 Versus Q4 CY 2013

Q1 2014 Versus Q1 2013

Category

Dollars

Units

ASP

Dollars

Units

ASP

Electro-mechanical

5.5%

10.4%

-4.5%

-2.1%

-3.7%

1.7%

Solid State

2.5%

-0.2%

2.8%

12.7%

52.8%

-26.2%

Total

4.8%

9.8%

-4.6%

1.0%

-1.9%

2.9%

Booking dollars moved higher in Q1 compared to Q4 for EMRs and SSRs. SSR booked units decreased and EMRs improved. In total booking dollars rose 12% and units moved up 9% with a 2% ABP increase. The comparison to Q1’13 shows dollars and units down for EMRs and dollars down for SSR. All in, dollars dropped over 9% with units lower by 7%. The ABP for EMRs fell 1% while SSRs dropped 14% and the total was lower by 2%.

Bookings Growth by Relay Category

 

Q1 Versus Q4 CY 2013

Q1 2014 Versus Q1 2013

Category

Dollars

Units

ABP

Dollars

Units

ABP

Electro-mechanical

9.7%

10.0%

-0.2%

-8.6%

-7.7%

-1.0%

Solid State

19.7%

-3.8%

24.4%

-12.6%

2.1%

-14.4%

Total

11.7%

9.3%

2.2%

-9.5%

-7.3%

-2.3%

The graph below shows total quarterly indexed sales and bookings in dollars and units for the reported data. Sales dollars and units were relatively flat for the first three quarters of 2012, fell in the last quarter, held unchanged in Q1 of last year, rose in Q2, fell in the second half of the year, and rose in Q1. In the first three quarters of 2012 booking dollars and units rose then fell in Q4, recovered in Q1’13, fell off in Q2 and Q3, then rebounded in Q4 and Q1 of this year.

chart1

The overall indexed selling prices have moved lower by 8% between Q1’12 and 2013 then recovered in Q2 of last year, and held steady until decreasing last quarter. Indexed booking prices have decreased about 25% from Q1’12 to Q4 of last year and increased slightly in Q1 of this year. 

chart2

Book-to-bill dollars and units trended up from Q1’12 to Q1 of last year, moved down the next two quarters, and recovered some in Q4 and Q1. The ratio of average booking to selling prices has generally moved lower but remained at or above 1.0 until Q2 of last year.

chart3

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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