November China Tablet PC Market Analysis Report

In the November tablet PC market in China, the Apple brand continued to increase its focus, while its advantage with Samsung increased from 13.7% in October to 16% this month, leading to a clear advantage. Products concerned about the list, Apple iPad Air and iPad Mini2 swept the product championship runner-up, you can see that the new market reaction is strong, the user focus is more concentrated.

Report Highlights • Brand Concern: Apple and Samsung have accumulated nearly 50% of users’ attention, and Lenovo ranks among the top three in terms of brand awareness.

• Product focus: Apple iPad's new strong rise, Taipower P89 mini relative to the lowest price.

• Price Structure: Thousand Yuan Machines occupy a leading position in the market, and the attention of each price segment above 2000 Yuan has increased.

• Product features: The degree of attention of the tablet PCs can continue to decline; iOS7 product attention has risen sharply; large-screen tablet PCs have attracted attention from users.

• Brand analysis: Lenovo’s brand awareness is on the rise and Apple’s single product attention rate is relatively high.

First, the brand attention pattern • Apple and Samsung cumulatively accounted for nearly 50% of user attention in November Tablet PC market, Apple with 32.8% of the user attention this month brand attention and obvious lead, Samsung and Lenovo second , Three, concerned about 16.8% and 10.0%, and the rest of the brand users are less than 10%. Overall, Apple and Samsung have accumulated nearly 50% of users' attention and have a higher brand influence.

• Lenovo’s attention to the brand’s top three concerns the brand’s attention ratio data for October-November. In November, both Apple and Lenovo’s brand awareness increased, with Lenovo rising from 7.4% in October to 10.0% in November. The rate of increase was large, and the degree of change in the rest of the brands was within 2%. The brand is concerned about the list, there is no new brand on the list this month, but it is worth noting that Lenovo ranks in the top three in terms of brand attention with a user interest of 10.0%.

Second, the product focus on the pattern (A) product attention to the pattern • Apple iPad new strong rise in November Tablet PC market, Apple iPad series swept the product concerned about the top four, which listed in October Apple iPad Air (16GB/WiFi version ) and iPad Mini2 (16GB/WiFi version) with 9.0% and 6.0% of the user attention points were the product of attention to the crown runner-up, the remaining eight products, the user attention is below 6%.

• Taipower's P89 mini has the lowest ASP for the 10 products on the list this month. The average price is 2574 yuan. There are 4 models for more than 3,000 yuan. Among them, the Samsung Galaxy Note 10.1 P600 equipped with the Android 4.3 operating system has the highest relative price. 3788 yuan. In comparison, as the only model in the list below 1,000 yuan, Taipower P89 mini market price is only 999 yuan, the product price advantage is more prominent.

(II) Product attributes 1. Product categories • Foreign brand users are more focused. In the tablet PC market in November, ZDC statistics show that the number of domestically-available tablet computers accounts for 85.4% of the overall market, and the product quantity advantage compared with foreign brands. obvious. Regarding the proportion of users concerned, although foreign brands are at a disadvantage in the number of products, their user attention is relatively concentrated. Their attention this month is 66.1%, which is 32.2% higher than domestic brands.

2. Price structure • Thousand Yuan machine occupies the leading position in the market ZDC statistics show that the price of 500-999 yuan in November is 40.5%, and the product density ranks first in all price segments. The price segment of 1000-1999 yuan ranked second with 32.9% of the products, while the other price segments accounted for a relatively low proportion. From the distribution data of different price products, the tablet computer market is still dominated by thousands of machines.

• Concern over the increase in the price of RMB 2,000 or more in the price segment Compared with the data of the product in the different price segment from October to November, the product attention in the price segment of RMB 2,000 or above was increased in November, and the price of the product in the price segment of RMB 2000-2999 was from October. 25.8% rose to 27.2% in November, the largest change. This month, the price of product products in the price range of 1000-1999 yuan was the same as that in October, while the product price in the price range of 500-999 yuan declined, which was 1.4% lower than that in October.

3, call function • Can call the tablet PC's attention continues to decline ZDC statistics show that in November tablet PC market, the support for the phone tablet PC users attention is 18.3%, the user is relatively low attention. Concern about the proportion of product changes, this month, the number of users who can call tablet PCs continues to decline, which is a 1.4% decrease from October. In the last two months, the attention of users to the phone tablet has been decreasing.

4. Operating system • iOS operating system user attention increased in November Tablet PC market, ZDC statistics show that the adoption of Android system tablet users attention is basically the same as in October, product attention is still maintained at more than 50%. iOS user interest rose this month, rising from 31.2% in October to 32.8% in November. Affected by this, the attention of Windows system products has declined, which is 1.2% lower than that in October.

• The iOS7 product attention rate is close to two-tenths of the November Tablet PC market, and the adoption of iOS system product users continues to maintain an upward trend. ZDC statistics show that the attention of iOS7 system products has risen sharply this month, from 9.7% in October to 17.8% in November, while the iOS6 system product attention has dropped to below 15%. From the perspective of product focus changes, the iOS7 system has begun to replace iOS6 as Apple's mainstream system.

5. Memory Structure • 16GB Tablet PC Concerned by Users ZDC Statistics show that the November 16GB tablet PC has become the most favored product with a 63.3% interest rate, and the 32GB memory product has a 14.1% focus and the rest of the memory capacity. Product attention is below 10%. Concerned about the proportion of changes, this month, 16GB of memory products continue to increase attention, more than 32GB of memory capacity product attention remained stable, and 8GB of memory tablet users attention has shrunk to less than 10%.

6, screen structure • Large-screen tablet PC user attention rose from the product screen size, November 7-8 inch tablet PC user attention remained at 40%, 10-inch and above and 9-10 inch products with 23.6% And 21.1% of user attention ranked second and third. Concerned about the negative changes in the proportion, users of large-screen products with 10-inch screens and above have risen by 2% from October, while user awareness of 7-8-inch products has declined and other screen-size products have remained stable.

• High-resolution products are concerned by ZDC statistics show that the tablet PC with the resolution of 1024x768 is the highest in November, and the tablet PC with 1280x800 resolution takes the second place with 23.3% of the products. The ratio of other resolution products accounts for the largest proportion. Both are less than 20%. In terms of user attention, although the percentage of products with a resolution of 2048x1536 was only 8.2% this month, its user focus is relatively concentrated, reflecting that high-resolution products are favored by users.

III. Analysis of Mainstream Brands 1. Focus on trend analysis • Lenovo’s brand awareness is on the upward trend In November, the ZDC’s statistics show that Lenovo’s brand awareness has shown an overall upward trend, with a 7.7% interest on the 1st. From 1 to 15 days, the degree of attention has continued to rise. After reaching the highest value of 11.2% on the 15th, the brand's attention began to fall. After the 23rd, the degree of concern floated around 10%, and finally stabilized at 10.2% on the 30th.

2. Single-product concern rate analysis • Apple's single product attention rate is relatively high In November, the tablet data market showed that, among the mainstream brands, Apple’s new iPad’s new product’s attention rate reached 1.73. %, which is almost twice as high as its main competitor Samsung, reflecting Apple's excellent route has been recognized by consumers.

(Note: The single product attention rate = the ratio of a brand concerned / the number of commercial products of the brand * 100%, the single product attention rate reflects the average competitiveness of a brand's products.)

ZDC concludes that this month, although the 7-8-inch tablet PC is still the product with the most concentration of users, the attention rate has declined compared with that in October, and the attention of users with large 10-inch screens has significantly increased. Reflect the trend of user attention has shifted to large-screen tablets.