November Domestic Tablet Market Analysis Report

In November 2013, China’s domestic tablet PC market, Lenovo and Taipower took the lead, and the rest of the brand’s fierce competition remained unchanged. Product concern charts, Lenovo has five products in the top ten this month, including the newly listed YOGA tablet 10-16G-3G-Platinum Silver, which continues the “Flip” feature of the Yoga series and is among the top five users.

Report Highlights • Brand Focus: Lenovo and Taipower have a clear focus on the brand, and E-E and Five-Element focus on the rankings.

• Product focus: The Lenovo A3000 (8GB/white) is the most popular concern, and the price of four products is below RMB 1,000.

• Price structure: Product prices are mainly concentrated in the price segment of RMB 500-1999, and product attention in the price segment of RMB 2000-2999 is rising.

• Product Features: Four-core tablet PCs are close to 50%; dual-camera tablet PCs are favored by users; 16GB memory products are over 60% noticeable; and large-screen tablet PCs are attracting attention.

• Analysis of mainstream brands: Lenovo's attention to the trend showed a trend of rising first and then decreasing.



First, the brand attention pattern • Lenovo and Taipower brand focus on the obvious November domestic tablet PC market, Lenovo accounted for nearly 30% of the market share of concern, continue to lead the brand attention list. Taipower and Colorfly won the runner-up and second runner-up, with 16.6% and 10.0% user attention, and less than 10% of other brands' attention. From the distribution of user attention degree, Lenovo and Taipower have obvious advantages in brand awareness, and other brands compete fiercely with each other. .

• Compared with the five-element focus ranking exchange between E-E and the five elements, the brand-focused data from October to November showed that Lenovo’s brand awareness increased significantly in November from 22.1% in October to 29.5% in November. In contrast, the attention of Taipower, Colorfly, Blue Devils, and Rubik's Cube brands has dropped significantly, of which Colorfly has seen a large decline, which is a 3% drop from October. The brand is concerned about the list. This month, Lefan took the top 10 with 2.0% of the attention, E person E and five elements concerned about the ranking exchange, the rest of the brand concerned about the ranking remained unchanged.

Second, the product focus on the pattern (A) product focus on the pattern • Lenovo A3000 (8GB / white) the most concerned about the November product concerned about the list, Lenovo A3000 (8GB / white) with 7.8% user attention to become the product of this month's attention to championship Taipower P89mini and Blue Devils i9 ranked second and third, respectively, with a focus of attention of 6.1% and 4.9%. Judging from the brand of the product, the ten products on the list belong to Lenovo, Taipower, Colorfly, Blue Devils and E-E. There are five brands, including Lenovo’s exclusive five, Colorfly, and the remaining three brands have only one. Products are selected.

• The price of the four products is below RMB 1,000. From the prices of the listed products, the average price of the 10 products is 1,424 yuan, and the products under 1,000 yuan account for 4 models, of which Colorfly's two final products are all under 500 yuan. The price advantage is relatively prominent. On the whole, apart from Lenovo Yoga tablet and E person E Ben T7, the price of the ten products in this month was more than 2,000 yuan, and the remaining eight products were mainly based on thousands of machines.

(II) Product features 1. Price structure • Nearly Bacheng products are concentrated in the price range of RMB 500-1999. ZDC statistics show that the price of products in the price range of 500-999 yuan in November was 46.0%, compared with other price segments, product density Relatively high. The 1000-1999 price segment followed closely, with a product share of 33.3%, and the remaining price segment products accounted for a relatively low proportion. From the perspective of product distribution of different prices, domestic flat panel market prices are mainly concentrated in the price segment of 500-1999 yuan.

• 2000-2999 yuan product price increase in the price segment in November domestic flat-panel computer market, the user's attention is mainly concentrated in the 500-999 yuan and 1000-1999 yuan price segment products, including 1000-1999 yuan price segment user attention reached 41.8 %, the product price in other price segments is relatively low. Concerned about the proportion of changes, this month's 1000-1999 yuan price segment and 2000-2999 yuan price segment users have increased, while the 500-999 yuan price segment of the user attention dropped significantly, compared with October fell 5.8%.

3. Processor cores • Four-core tablet PCs account for nearly 50% of the total ZDC statistics. In November, the number of dual-core and quad-core tablet PCs accounted for 85.6% of the total market, among which four-core tablet PCs were used in the domestic tablet PC market. The proportion is close to 50%, and the product quantity has obvious advantages. Compared with the former two, the proportion of single-core products is now relatively low. Seen from the distribution of different core products, four-core tablet computers have become mainstream products in the market.

• Four core products showed a slight decline in popularity. In November, the four-core tablet PCs were favored by users. The product’s attention rate remained above 60%. Dual-core tablet PCs ranked second with 31.1% of users’ attention. . Concerned about the proportion of changes in the four-core tablet PC users this month, a slight decline in interest, from 67.6% in October to 66.6% in November.

4, camera structure • Dual camera products user attention increased in November domestic flat-panel computer market, ZDC statistics show that the use of dual-camera tablet PC users focus more focused, reaching 79.8%. In contrast, single-camera products have a relatively low degree of attention, only 19.2%. Concerned about the proportion of changes, this month, dual camera product attention increased, from 75.4% in October rose to 79.8% in November, while the single camera product attention decreased by 4.1% compared with October.

5. Memory Structure • Different memory products in the overall market showed “V” distribution. ZDC statistical data showed that the highest percentage of tablet PCs with 16GB of memory in November accounted for 46.2%. 8GB and 4GB of memory were ranked second and third respectively with 28.0% and 10.3% of the products, while 32GB of memory products accounted for less than 10%. From the perspective of product ratio, different memory products in the overall market showed a "V" distribution, and mainly 16GB memory products.

• 16GB memory product attention increased in November domestic tablet PC market, 60% users focused on 16GB memory tablet PCs, 8GB memory products ranked second with 19.6% user attention, other memory capacity product attention relative Lower. Concerned about the proportion of changes, this month, 16GB memory product attention increased significantly, compared with 4.2% in October; 8GB memory product attention has dropped to 20%.

6, screen size structure • 7-8-inch tablet PCs intense competition ZDC statistics show that in November 7-8 inch tablet PCs accounted for the highest proportion, reaching 40.8%. After 10 inches and 9-10 inches of tablet computers followed, the products accounted for 22.5% and 20.3%, respectively, and other screen size products accounted for less than 20%. On the whole, in the domestic tablet market, 7-8-inch products occupy the market mainstream and competition is relatively fierce.

• Large-screen tablet PCs are concerned by users Contrast between October and November in different screen size products Concern about the proportion of data, November 7-8 inches Tablet PC users are the most concentrated attention, followed by 10-inch and 8-9 inches products, All other screen sizes have user attention below 15%. Concerned about the proportion of changes, this month, 7-8 inches tablet PC user attention declined, from 59.8% in October to 52.3% in November; large-screen tablet PC users have increased attention, 8-9 inches And more than 10-inch product visibility increased significantly.

III. Brand Analysis (A) Focus on the trend of proportions • Lenovo’s concern about the proportion of prices rising first and then decreasing October domestic flat-panel computer market, ZDC statistics show that this month’s Lenovo brand’s attention has shown a trend of rising first and then decreasing. The brand attention rate was 26.9%, and the brand attention degree between 1-15 showed an upward trend and reached the highest value of 31.3% on the 15th. After 15 days, the degree of attention began to fall and eventually stabilized at 27.5% on the 30th, which was a slight increase of 0.6% from the first day. In contrast, the attention rate of Taipower and Colorfly brands remained stable, with relatively small changes.

(II) Single-product concern rate analysis • Relatively high average competitiveness of Lenovo products According to the ZDC statistics, among mainstream brands, the Lenovo single product has the highest attention rate, reaching 1.59%, and the average competitiveness of the products is relatively high. Taipower and Colorfly single product attention rate was basically the same, respectively, 0.53% and 0.45%, compared with Lenovo single product attention rate is relatively low.

(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 concludes that the 11th Golden Week has passed. The user’s attention this month has begun to shift from the price segment of products under 1,000 yuan to the price segment of products ranging from 1000-2999 yuan. With this help, the user's attention in the price segment of 2000-2999 yuan rose sharply this month. In terms of product parameters, dual-camera tablet PCs are favored by users, and the product's degree of attention is close to 80%.