The online learning tablet market in China has seen significant changes in 2023, with key shifts in pricing trends and brand competition. According to data from Luotu Technology (RUNTO), by June 2023, the average retail price of learning tablets in China peaked at 3,625 yuan, marking a remarkable 76.2% increase compared to January 2022. However, signals of a price decline began to surface, indicating a change in market dynamics. In terms of brand competition, the top five brands leading the online learning tablet market from January to August 2023 were Xueersi, iFlytek, Xiaoyuan, Zuoyebang, and Xiaodu.
Learning Tablet
Price Trends in the Learning Tablet Market
As per the latest data from RUNTO, the price of learning tablets in China entered a downward trajectory in March 2024. By June 2024, the average retail price reached its lowest point of the year, dropping to 2,705 yuan, a significant 25.4% decrease from the earlier peak. By August, the average price stood at 2,915 yuan, a 3.4% decrease from July and a 19.6% drop from the peak price.
This price drop signals a shift in consumer preferences, with medium and low-priced products now dominating the market. Brands are responding by adjusting their pricing strategies to capture a larger market share in this segment.
Xueersi and Other Leading Brands
Among the top five brands in the online learning tablet market, Xueersi continues to lead the competition with its Xpad products, which have seen a price reduction of 700 yuan, now priced at 3,899 yuan. Additionally, Xueersi launched the Xuexing Machine products, priced under 4,000 yuan, appealing to more price-sensitive consumers.
Other major brands, including Zuoyebang and Xiaodu, have adopted a similar strategy, focusing on the medium and low-priced range, with prices ranging from 1,000 yuan to 3,000 yuan. This shift in strategy is driven by the increasing demand for more affordable learning tablets, as consumers prioritize functionality over premium features.
The Competitive Landscape Moving Forward
Looking ahead, RUNTO predicts that as the product positioning of various brands becomes clearer, competition will intensify in areas such as content offerings, channel optimization, and cost efficiency. The competition among leading learning tablet brands will focus more on filling content gaps and providing tailored solutions for different market segments. With price cuts and innovative products, it is clear that the next phase of competition will be centered around delivering value at every price point.
Conclusion: The Future of the Learning Tablet Market
As the Chinese learning tablet market matures, brands are shifting their focus to meet evolving consumer demands. Xueersi, iFlytek, and other leading brands are competing to offer affordable yet high-quality products, with a focus on medium and low price ranges. This pricing trend is likely to shape the future of the learning tablet market, as more consumers seek value for money without compromising on essential features.
In conclusion, the rise of affordable learning tablets marks a new chapter in China’s education technology landscape, with companies vying for dominance in an increasingly competitive market.
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