In the first eight months of 2023, the learning tablet market in China saw significant shifts, particularly in terms of average retail prices and brand competition. According to data from Luotu Technology (RUNTO), China’s online market for learning tablets reached a peak retail price of 3,625 yuan by June 2023, marking a notable 76.2% increase compared to January 2022. However, signs of a price decline began to appear, with the market entering a downward trend in March 2024. By June, the average price fell to 2,705 yuan, a 25.4% drop from its peak.
The competitive landscape among leading brands in the online market also evolved during this period. From January to August 2023, the top five brands in China’s learning tablet market included Xueersi, iFlytek, Xiaoyuan, Zuoyebang, and Xiaodu. These brands were engaged in an intense battle for market share, with medium and low-priced products becoming the focal point of competition.
Study tablet
Xueersi’s Dominance and Price Adjustments
Xueersi, a dominant player in the learning tablet market, maintained its leadership position. Despite the decline in average prices, Xueersi remained a top competitor, adjusting its product offerings. The brand’s Xpad products were reduced by 700 yuan to 3,899 yuan, while its Xuexing Machine products, priced below 4,000 yuan, also saw increased sales. These price adjustments helped Xueersi maintain its dominance in the market.
The Rise of Medium and Low-Priced Products
In response to the changing dynamics, Zuoyebang and Xiaodu adapted by focusing on products in the 1,000 yuan to 3,000 yuan price range. These brands gained traction by offering competitive pricing, making them strong contenders in the learning tablet market. Many brands are shifting towards the low and medium-price segments, which have proven to be more appealing to price-conscious consumers.
Price Trends and Future Outlook
According to RUNTO’s analysis, the average price of learning tablets has shown a steady decline from the peak in June 2023. As of August, the average retail price dropped to 2,915 yuan, a 3.4% decrease from July and a 19.6% decrease from its peak earlier in the year. The downward price trend reflects increased competition, particularly in the mid-range price bracket, which has become the battleground for leading brands.
Looking forward, content development, channel competition, and cost management are expected to be the primary focus of brands as they work to fill content gaps and refine their positioning. This phase of the market will likely see intense competition, as manufacturers look for ways to differentiate themselves amidst the changing price dynamics.
Conclusion: Key Focus Areas for the Learning Tablet Market
The learning tablet market in China has seen considerable price fluctuations and shifts in competitive strategies in 2023. Xueersi’s pricing adjustments have kept it at the forefront, while other brands like Zuoyebang and Xiaodu have embraced medium and low-price strategies. As the market continues to evolve, it will be important for brands to adapt to shifting consumer preferences and increasing price competition.
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