Smart tablets in the first half of the year: The overall market has not escaped from the sluggish market segment or may become the key to victory

[Gearbest News]With the increasingly comprehensive development of smartphones and the popularity of folding screen mobile phones, tablet computers have lost their past “glow” and are in a state of continued decline. According to data from RUNTO, in the first half of 2023, China’s consumer smart tablet market shipped 13.08 million units, a year-on-year increase of 1.2%. Among them, the retail volume of the online public retail market (excluding content e-commerce companies such as Doukuai) accounted for 42.8% of the overall shipments, reaching 5.6 million units, a year-on-year increase of 2.1%; sales were 17.31 billion yuan, a year-on-year increase of 8.8% %.

From a brand perspective, the top 3 brands are Apple, Huawei, and Xiaomi, but only Xiaomi achieved a year-on-year growth of 2.2%, while Apple and Huawei both experienced varying degrees of decline.

However, in the context of the slowdown in the growth of the tablet market, Gearbest has discovered market segments or the key to competition among brands in the future. According to data from RUNTO, the sales volume of China’s learning tablet online public retail market (excluding content e-commerce companies such as Doukuai) was 500,000 units, a year-on-year increase of 14.6%; the sales volume was 1.54 billion yuan, a year-on-year increase of 67.4% .

In the learning tablet market, the brand pattern is also different. Judging from the brand share ranking, most of them are technology companies and educational institutions. For example, Xiaodu and iFlytek rank first in terms of sales volume and revenue respectively. Companies such as Xueersi, BBK, and Xiaobawang followed closely behind.

Although the sales data of learning tablets are not huge at present, in fact, in the first half of the year, tablets are a rare category that achieved scale growth. Especially as online education becomes normalized and applications such as AI large models mature, learning tablets may continue to maintain this development trend.

At the same time, learning tablets also have good premium capabilities. According to data from RUNTO, the average learning price in the first half of the year reached 3,089 yuan, a year-on-year increase of 46% and a month-on-month increase of 22%. Therefore, the layout of the learning tablet business has the opportunity to help companies increase profit margins.

In addition, RUNTO also has a positive view on the future development of the learning tablet market. It predicts that China’s online learning tablet market will accelerate growth in 2023, with the annual online scale reaching 1.22 million units, year-on-year. An increase of 18%.

In the past two years, the tablet market has gradually cooled down, and mainstream companies are still promoting new products around entertainment equipment and productivity tools. The competition in this field is very fierce, but market feedback has not stimulated a good upward trend. On the contrary, the field of learning tablets has maintained steady growth. Perhaps in the future, in addition to office and creative scenarios, learning will become a new driving force for the tablet market.

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