The learning tablet market in China has experienced significant growth, with notable changes in pricing trends and fierce competition among leading brands. According to recent data from Luotu Technology (RUNTO), the average retail price of learning tablets online in China reached a peak of 3,625 yuan by June 2023, a dramatic 76.2% increase compared to January 2022. However, as of March 2024, signals of a price decline have emerged, with the average price dropping to 2,705 yuan in June, marking a 25.4% decrease from the peak.
Learning Tablet
Xueersi Dominates the Learning Tablet Market
In the first eight months of 2023, the top 5 brands in China’s learning tablet online market included Xueersi, iFlytek, Xiaoyuan, Zuoyebang, and Xiaodu. Xueersi, known for its high-quality educational products, has taken the lead in this competitive market. Xueersi’s Xpad products have seen a price reduction of 700 yuan, now priced at 3,899 yuan, making them more accessible to a broader audience.
The Shift to Medium and Low-Priced Products
As the market matures, medium and low-priced products are becoming the focal point of competition. Brands like Zuoyebang and Xiaodu have strategically focused on offering products in the 1,000 yuan to 3,000 yuan range, which has contributed to their growing sales. This shift is clear from the recent trend, where the competitive strategy for lower and mid-range priced products is becoming more apparent.
Declining Prices and Competitive Strategies
The average retail price of learning tablets continued to decrease, with a 3.4% month-on-month drop in August 2023, reaching an average of 2,915 yuan. This represents a 19.6% decrease from the previous peak. RUNTO analysts believe that as brands refine their product offerings and address content gaps, the focus will shift to cost competition, channel differentiation, and improved product positioning.
What Lies Ahead for China’s Learning Tablet Market?
As the price decline trend continues, the competition will increasingly center around content quality, cost efficiency, and channel strength. RUNTO predicts that brands will continue to fight for market share by offering products at more competitive prices while differentiating themselves through unique content features and value propositions.
With medium and low-priced tablets leading the charge, brands like Xueersi, iFlytek, and Zuoyebang are set to redefine the landscape of the learning tablet market in China. Consumers can expect even more competitive pricing and innovative features as brands vie for dominance in this growing segment.
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