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

CTOnews.com, February 11, according to the monthly tracking of China E-Paper flat Retail Market (China ePaper Pad Retail Market Monthly Tracker) released by RUNTO, the Chinese e-paper tablet market sold 1.02 million units in 2022, accounting for 9.3% of the global market. Among them, online channel sales of 679000 units, accounting for 67% of the overall market.

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The sales channel structure of China's electronic paper flat market in 2022, from the point of view of the sales amount, the sales amount of the online market in 2022 was 1.42 billion yuan, with an average unit price of 2091 yuan. According to online retail data, Q2 and Q3 have relatively high market heat and relatively large sales scale, accounting for 29.6% and 26.8% of the whole year, respectively.

The quarterly sales of China's e-paper flat board online market in 2022, unit: 100 million yuan as a whole, 2022 is the first year of the outbreak of China's e-paper plate market, but from the market share of China in the world, the market is still in the training stage. Brand manufacturers also need to make efforts to cultivate user habits, product hardware strength and software adaptation, so as to open the market step by step.

Product structure: readers are declining rapidly; smart office books are becoming mainstream. After Kindle announced its withdrawal from China, sales of e-paper readers declined significantly. At the same time, of the 48 new products released in 2022, 31 are smart office books. As a result, the pattern of the market has changed. In previous years, e-paper plates were dominated by reading scenes, and in 2022, with the help of a variety of factors, they became the dominant market for readers and smart office books.

In terms of sales volume, online sales of readers in the electronic paper flat panel market in 2022 were 419000, accounting for 61.7%; intelligent office online sales were 250000, accounting for 36.8%; and intelligent learning online sales were 10,000, accounting for 1.5%.

In 2022, the sales structure of China's e-paper flat online market segment, in the second half of the year, the proportion of readers decreased by 10% compared with the first half of the year, and the proportion of smart office books increased by 8.8%. Smart learning books rose 1.3 percentage points.

Brand structure: Kindle is dominant in the first half of the year, while domestic brands dominate Kindle in the second half of the year. The annual online sales in China have reached 162000 units. The second is the scale of Palm Reader, Wenchi and iFLYTEK, which are all about 100000. Huawei ranked fifth, selling 53000 units online, and offline stores are still an important channel.

In 2022, the sales volume of TOP10 brand in China's electronic paper flat board online market, unit: ten thousand sets of Kindle in the first half of the year, online sales of 105000 units, followed by palm reading, aragonite in about 60,000 units, other brands are in the order of 30,000 online sales.

In the second half of the year, the online market changed dramatically, Kindle declined rapidly, and sales were only half of what they were in the first half of the year. IFLYTEK became the highest-selling e-paper tablet brand in the second half of the year, selling more than 63000 units, according to data. Palm Reading, Wenshi and Kindle are in the same position, about 50,000 units. See more, Huawei, Mo case, Hanwang's market performance is OK, among them, Hanwang achieved double growth in the second half of the year to the first half of the year.

On the whole, the protagonist of the electronic paper flat board online market in the second half of the year has become a domestic brand. Both in terms of sales volume and the number of new product releases have achieved rapid growth.

So far, RUNTO has roughly divided the e-paper tablet brand into four camps:

Traditional professional reader brands, including Kindle, palm reader, ink case, Bigme, Dashang, Wenshi, Hanwang, etc.

Consumer electronics brands, including Huawei, Xiaomi, Hisense, Lenovo, Sharp, etc.

Application software brands, including iFLYTEK, impression notes, etc.

Vertical scene brands, such as MAXHUB of office scene, Thor of game scene, VERTU of luxury scene.

Functional structure: to color, intelligent, collaborative development from the product screen, according to online monitoring data, in China's online market, black and white ink screen sales accounted for 97%, full-color products accounted for only 3%. CTOnews.com learned that in December 2022, head screen supplier Yuantai Technology publicly announced that full-color e-paper technology E Ink Gallery 3 had entered mass production, and several e-paper tablet brands including iFLYTEK, Bigme, Aragonite, Palm, Pocket Book and AOC would launch new full-color products this year. In 2023, colorization will be the main theme of the development of electronic paper flat products.

In terms of fingerprint recognition function, 22% of the online sales of electronic paper in China in 2022 supported fingerprint recognition, compared with only 17% in the first half of the year.

In terms of battery capacity, electronic paper tablets below 2000mAh accounted for the highest proportion of sales, reaching 50%, mainly because the current sales of readers still occupy a dominant position, generally equipped with batteries with lower battery capacity. But the decline in low-capacity batteries is significant, compared with 57% in the first half of the year. More smart office books choose to configure high-capacity batteries above 3000mAh.

In 2022, the basic functional structure of China's electronic paper flat online market, unit:% in terms of handwriting functions, 41% of products support handwriting, while sales of products that support handwriting accounted for 38% in the first half of the year, and the performance in the second half of the year will increase by 3 percentage points for the whole year. Among the stylus, 77% are electromagnetic pens, 21% are only capacitive stylus, and 2% of the products are electromagnetic + capacitive mode.

In 2022, the handwriting type structure of China's electronic paper board online market, in terms of interactive functions, the proportion of supporting external keyboard, split screen and multi-device collaboration is 11%, 54% and 49%, respectively. Compared with the first half of the year, the proportion of sales supporting external keyboards decreased slightly, and the penetration rates of supporting split screens and multi-device collaboration increased by 6% and 3%, respectively.

RUNTO predicts that China's e-paper tablet market will grow by at least 30% in 2023, with sales of 1.35 million units. In the further three to five years, the market will remain dynamic, with a compound growth rate of more than 20%.

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