October domestic tablet computer market analysis report

October domestic tablet computer market analysis report

In October 2013, China’s domestic tablet PC market maintained a stable pattern of brand awareness, but local changes were noticeable. Among them, Colorfly’s low price strategy attracted users’ attention, and its concern rankings rose to third place. Product attributes, this month "four-core processor", "Android system", "7-8 inch screen" is still the user's focus.

Report Highlights • Brand focus: Focus on mainstream brand users is relatively concentrated, and Colorfly ranks among the top three brands.

• Product Focus: The Colorfly E708 Q1 won the championship with significant price advantage.

• Price structure: Over 40% of the products are concentrated in the price segment of 500-999 yuan, and the attention of products below 500 yuan continues to rise.

• Product Features: Quad-core tablet PCs account for the highest percentage; Android tablet PCs are favored; 7-8-inch tablet PCs have increased in popularity.

• Analysis of mainstream brands: The average price of Colorfly products is relatively lowest, and the Lenovo single product has the highest attention rate.

First, the brand attention pattern • The top three brands attention over 50% in October Domestic tablet market, Lenovo to 22.1% of the brand attention to get this month's brand attention champion, Taipower and Colorfly followed closely, the brand attention degree were 18.7% and 13.0%, and the rest of the brand users are less than 10%. Regarding the proportion of users concerned, the cumulative attention of the top three brands exceeded 50%, and the attention of mainstream brands was relatively concentrated.

• Colorfly's brand focus on the first three comparisons from the September-October brand-watching data, the overall brand awareness in October remained stable, and the brand’s top ten watchers did not join the new brand. Concerned about the proportion of changes, the association's attention this month was 22.1%, compared with 21.8% in September, brand attention remained stable. Taipower, Colorfly and the Blue Devils have noticeably increased their attention, of which Colorfly has risen the most, from 8.1% in September to 13.0% in October. Attention has also risen to third place. In comparison, the Rubik's Cube brand's attention declined, which was a 3.1% decrease from September. Affected by this, its concern ranking also dropped from the third in September to the fifth in October. Other brands were relatively concerned. keep it steady.

Second, the product focus on the pattern (a) product attention to the pattern • Colorfly E708 Q1 won the product attention championship October product attention, Colorfly E708 Q1 with a slight advantage of 0.2% lead Lenovo A3000 (8GB/white) to get this month's product attention champion, Taipower's P89mini ranked third with 6.9 users' attention, and the rest of the users' attention was below 5%.

• Lenovo’s product quantity advantage This month’s list of 10 products is divided among six brand manufacturers: Colorfly, Lenovo, Taipower, Blue Devils, Cool Rubik’s Cube and E-manufacturer E. Lenovo’s exclusive four models and Taipower’s two products are on the list. Only one product was selected for the remaining four brands. As a whole, Lenovo and Taipower’s product users are highly concerned.

• E person E the highest relative price from the price of the list of products, the average price of 10 products is 1363 yuan, 1,000 yuan the following products accounted for four, of which Colorfly E708 Q1 priced at only 399 yuan, the product price advantage is obvious ; Business Tablet PC E E This T7 is the highest relative price, the market price is 3880 yuan. On the whole, with the exception of the E-person E Ben T7 which is priced at more than 3,000, the remaining nine products are mainly based on thousands of machines.

(II) Product features 1. Price structure • Ultra-four-finger products are concentrated in the price range of 500-999 yuan. ZDC statistics show that the price of products in the price range of 500-999 yuan in October was 45.1%, compared with other price segments, products The density is relatively high. The price segment of 1000-1999 yuan ranked second with 34.3% of the products, and the remaining price segment products accounted for less than 15%. From the perspective of the distribution of products with different prices, the proportion of products in the price segment of more than 2,000 yuan is less than 10%, reflecting the dominant position of the thousand yuan machine in the domestic market.

• The price of products under 500 yuan will continue to rise. In October, the prices of 1000-1999 yuan and 500-999 yuan are still favored by the users in the domestic flat-panel market. In the two price segments, the products account for nearly 80% of the market's share, and the remaining price segments. Product attention is relatively low. Concerned about the proportion of changes, this month, the following 500 yuan product attention continues to rise, from 8.2% in September rose to 13.3% in October, a larger increase; 1000-1999 element of the price segment has declined, and 9 Compared with the previous month, it decreased by 3.6%, while the rest of the price segment remained relatively stable.

3. Processor cores • The highest percentage of ZDC Tablet PC products accounted for by ZDC statistics. In October, the domestically-received tablet PC market, dual-core tablet PCs dominated the market, with a product ratio of 46.8%, dual-core and single-core tablet PCs. In comparison, the number of products has obvious advantages. On the whole, quad-core tablet PCs have already dominated the market, and the market share of single-core products will gradually shrink.

• Dual-core tablet PCs rose in popularity Tablet PC market in October, quad-core tablet PCs are favored by users, their product attention is 67.6%, dual-core products followed by 30.0% of the user's attention. Single-core products have less than 3% user attention due to their lower performance than the previous two. Concerned about the proportion of changes in the dual-core product attention this month rose, from 26.9% in September to 30.0% in October, a larger increase.

4. Operating system • Android system Tablet PC is favored In October, domestic Z tablet data market, ZDC statistics show that the users of Android system are relatively concentrated, reaching 94.4%, and users of Windows system and other operating systems pay attention. Is relatively low. Concerned about the proportion of changes, the Android system product continued to rise this month, from 93.0% in September rose to 94.4% in October.

5, screen size structure • 7-8 inches Tablet PC attention rose compared to September-October Different screen products concerned about the proportion of data, October 7-8 inch Tablet PC is still the user's attention to the most concentrated products, the remaining size of product users The degree of concern is relatively low. Concern about the proportion of changes in the product, this month, the 7-8 inch tablet PC product attention increased again, from 57.8 in September to 59.8% in October.

Third, the brand analysis (A) average price analysis of the brand • Colorfly product price is relatively lowest October domestic tablet computer market, ZDC statistics show that the overall market price was 1185.5 yuan, compared with September drop of 208.8 yuan. Among mainstream brands, the average price of Lenovo, Taipower, Blue Devils, and Rubik's Cube is around RMB 1,000, which is close to the average price of the market. In contrast, Colorfly's product price advantage is particularly prominent, the average price of its products this month is only 520.5 yuan. From the point of view of the sharp rise of the Colorfly brand's attention, its price advantage has already been noticed by users.

(II) Parameter analysis of brand products • The highest ZDC statistical data of Lenovo's single product shows that among major brands, the Lenovo single product has the highest relative attention rate, reaching 1.16%. Colorfly and Taipower ranked second and third with a single product attention rate of 0.65% and 0.59%, respectively. In contrast, the Blue Devils and Cool Rubik's Cube have a relatively low attention rate.

(Note: The single product attention rate = the ratio of a brand concerned / the number of commercial products of the brand * 100%, the single product attention rate reflects the average competitiveness of a brand's products.)

ZDC concluded: In October, the domestic flat-panel PC market flat was affected by the promotion of product promotion during the Golden Week of the 11th. The user’s attention on products under 500 yuan this month increased sharply, while the high-end products were less than the former in sales promotion, resulting in no product attention. obvious change. I believe that in the next month's double 11 activities, the low-end price segment will also have performance.

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