Shulou(Shulou.com)11/24 Report--

CTOnews.com, October 10, according to RUNTO's latest monthly tracking of China Intelligent flat online Retail Market (China SmartTablet Online Retail Market Monthly Tracker), sales in China's smart flat online retail market reached 7.19 million units in the first eight months of 2022.

RUNTO defines a smart tablet as a flat-panel portable electronic device that is generally between 7 inches and 13 inches, with a touch screen as the basic input interface, an open operating system, storage and memory, and users can install, run and uninstall applications on their own.

Unlike other consumer electronics products, apart from the big boost cycle, the sales pace of smart tablets is closely related to the start of the school season, with online sales of more than 900000 units in both March and August, a relatively high water level.

Monthly sales volume of China's intelligent flat online retail market, unit: 10,000 units

The brand pattern of the smart tablet market is relatively concentrated. CTOnews.com learned that according to RUNTO online data, from January to August 2022, Apple and Huawei accounted for half of the smart tablet market, with a share of 51.7%, and their market position was extremely stable, ranking firmly in the top two monthly sales rankings.

Top5 brand and mobile phone industry have a considerable degree of overlap, and OPPO, vivo, realme and other mobile phone brands from this year, also quickly cut into the smart tablet track, using its supply chain, technology research and development, channel outlets and other advantages, the layout of new products to seize a place in the smart tablet market.

From January to August 2022, the sales share of TOP10 brand online in China intelligent flat board, unit:%

Smart tablets can be roughly divided into four categories according to application scenarios: readers, learning books, office books and general-purpose books. Among them, learning is based on educational resources, educational entertainment, educational application, learning planning, knowledge testing, specialty development and other core functions, mainly applied to autonomous learning, classroom teaching and other educational scenarios. The office book has a compound function, not only with reading function, but also with handwriting, biometric, voice conversion, multi-device collaboration, split screen and other functions, mainly used in meetings, business negotiations and other office scenes.

According to online data from RUNTO, from January to August 2022, general books accounted for 89% of the overall smart tablets, learning books accounted for 6%, readers (note: Kindlle is not a smart tablet) and office books accounted for 3% and 2%, respectively.

Product structure of China Intelligent flat online Retail Market from January to August 2022, unit:%

Stimulated by the double reduction policy and the COVID-19 epidemic in the past two years, Xueben has developed into the fast lane. China's K12-level learning environment has changed from a tutoring institution to a family. At the same time, under the influence of the epidemic, there is no suspension of classes, and educational hardware has become the main equipment used in the family; the application and improvement of the ability of AI makes the learning effect significantly improved, which is also one of the important reasons for the rapid break of learning.

From January to August 2022, 532000 smart learning books were sold, accounting for about 6 per cent of monthly sales, according to RUNTO.

The proportion of learning cost in China's intelligent flat-board online retail market, unit:%

According to online data from RUNTO, from January to August 2022, Xiaodu, Bubugao, iFLYTEK and Xiaobawang ranked in the top four of the learning market, with a combined share of 61.4%, showing a moderate oligopoly.

From January to August 2022, China learns the share of TOP10 brand sales in the online market, in%

From the perspective of brand camp, there are mainly three types: technology brands are represented by Huawei, iFLYTEK, Xiaodu and other manufacturers, relying on their own IT, Internet and AI genes, with efficient R & D capability and product innovation; traditional education brands are represented by Bubugao, Xiaobawang, Shu Lang, Youxue and other manufacturers, and the offline sales channel layout is deep. Content brands are transformed from K12 resource companies such as homework help, and the deep cultivation of educational teachers and content is still in its infancy and the market share is relatively low.

Smart flat panel can be divided into three categories according to display technology: LCD liquid crystal display, OLED organic light emitting diode display, ePaper electronic paper display. Among them, the electronic paper plate is very active in the smart tablet market in 2022 because of its unique characteristics of low power consumption, eye protection, paperlike and so on.

Data show that 362000 e-paper smart tablets (excluding Kindle) were sold online in the first eight months of this year, with a penetration rate of 5 per cent.

Among the smart tablet TOP10 brands, palmreader, which specializes in e-paper brands, is among them, while Huawei and iFLYTEK continue to capture new increments through e-paper flat panel sales.

In terms of new product release, 2022 is the first year of the outbreak of electronic paper flat products. In the first nine months of this year, a total of 14 brands released 24 e-paper smart tablets.

Summary of the release of major new products of electronic paper plate in China in 2022

The report shows that despite the depressed consumption environment in Chinese society, the smart tablet market still has some room for growth. On the one hand, under the influence of the "double reduction" policy and the normalization of COVID-19, the demand for smart tablets for online learning and mixed office is increasing unabated; on the other hand, in the Chinese market in 2022, the rapid development of new players and new technologies have brought new impetus to the market expansion. RUNTO predicts that the online retail market for smart panels in China will reach 12 million units in 2022.

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