Lily Chemaa
Recently, Luotu Technology released the November “China smart tablet sales Living Room Smart Device Online Retail Data Monthly Report”, which presents the sales situation and changing trends of China’s smart tablet online market in November 2024. 
Overall market performance:
In November 2024, China smart tablet sales online market sales were 1.376 million units, a decrease of 12.1% compared with the same period last year. Sales were 4.24 billion yuan, a year-on-year decrease of 4.7%. Luotu Technology analyzed that the promotional activities in the previous months (such as the “Back to School Season Promotion” in September and the “Double Eleven Promotion” in October) had a negative impact on the market demand in November, leading to Market sentiment decline.
Brand sales:
The top five brands are Apple, Huawei, Xiaomi, Honor, and iFlytek. The total market share (CR5) of these five brands reached 72.5%, a decrease of 2.4 percentage points from the same period last year.
Apple’s market share continued to decline, down 14.6 percentage points year-on-year, which was the main reason for the change in overall market share. The market share of other top-ranked brands has increased, with Xiaomi’s growth being the most significant, with an increase of 4.8 percentage points. This is mainly due to the good sales performance of the Xiaomi Mi Pad 7 Pro and 6S Pro.
Category internal structure:
General-purpose notebooks accounted for the highest proportion, reaching 78.7%, but their market share fell by 6.9 percentage points compared with the same period last year. The poor performance of general-purpose notebooks is the main factor leading to the decline in sales in the entire market. However, sales of study books and readers bucked the trend, growing by 42.6% and 32.6% year-on-year respectively.
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