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

CTOnews.com news on November 9, according to Runto Loto Technology Research official account news, Lotu Technology today released "monthly tracking of China Learning tablet online Retail Market", claiming that the retail volume of China's learning tablet online open retail market in the third quarter of this year was 338000 (excluding content e-commerce such as Doukuai), a year-on-year increase of 43.4%; sales of 910 million yuan, an increase of 59.0% over the same period last year The average price is 2697 yuan, which is 265 yuan higher than that of the same period last year.

Loto Technology believes that from the perspective of the industrial environment, "the release of the 'double reduction' policy has not reduced parents' demand for quality education, and the teaching service model based on one-to-one and large classes has gradually weakened. The product service model based on learning tablets and other intelligent hardware has been gradually strengthened. Parents' attention to family education is the core reason for learning tablet products to maintain growth."

In addition, the current market learning tablet is gradually introducing AI model, paper screen and other new technologies, so that the competitiveness of the product itself continues to improve.

Taking into account the increase in summer students' exam preparation and training activities, the increase in purchase demand, and the opening season and the release period of new products, promotion efforts and concessions are strong, so Loto Technology believes that the above internal and external factors provide a strong support for the big sales of learning tablets in the third quarter.

▲ unit: Wantai, Tuyuan Runto Luotu Science and Technology Research official account CTOnews.com found that in terms of specific brands, Loto Technology believes that "technology brands lead the market, while teaching and training brands have made considerable progress", of which the combined share (CR5) of TOP5 brands is 57.2%:

Xiaodu ranks first in the online market by virtue of its high performance-to-price ratio and AI model, with a market share of 15.4% and a year-on-year increase of 27.7%. In August, it launched a new 15.6inch super-large product, which sells for more than 5000 yuan, and intends to compete for high-end market share by expanding the size of the product.

IFLYTEK ranks second in the online market in terms of sales, but ranks first in sales. It ranks first in the high-end market of more than 6000 yuan, and the new mid-range 2000-3000 yuan C10 pro launched in the third quarter of this year has helped it stabilize its competitiveness in this price range.

The market performance of the three major educational brands, namely, learning and thinking, good remembering stars and homework, is excellent, with a combined market share of 20.7% in the third quarter. Among them, Learning and thinking, homework gang just entered the market in 2023, with high-quality learning resources quickly into the TOP array; Haoji Star through rich English education resources, to meet the more subdivided needs of users for learning.

Xiaobawang, as a traditional education hardware brand, online sales rose 203.3% in the third quarter compared with the same period last year. The products are mainly small-sized learning tablets with simple functions, and the price is less than 1000 yuan.

Cross-border brand Lenovo entered the market in August this year, and the Future Elf launched its first learning tablet in October. The competition of brands to enter the market reflects, to a certain extent, the vigorous development prospect of learning tablets.

The sales structure of TOP brand in the online market of Chinese learning board in the third quarter

▲ unit:%, Tu source Runto Loto Science and Technology Research official account price: divided into two ends; especially the high-end trend is significant in the third quarter of 2023, the most popular price segment of the learning tablet online market was 1000-2000 yuan, accounting for 34.4%, down 16.7 percent from the same period last year.

The market share of the kingpin price segment is being taken away by high and low products. The proportion of the price range below 1000 yuan was 19.6%, an increase of 4.6% over the same period last year. In this price range, there are few large brands layout product lines, so small and medium-sized brands occupy the main position, and most of the products are less than 8 inches.

The mid-and high-end price range of 4000-6000 yuan accounted for 24.1% in the third quarter, up 10.3% from the same period last year. On the one hand, because Xiaodu and iFLYTEK mainly promoted new products with a size of more than 14 inches in the third quarter, the price of new products with a size of more than 14 inches was higher; on the other hand, BBK, which used to focus on the middle and low-end market of less than 2000 yuan, and the Uber School also began to promote new products worth more than 4000 yuan.

The price segment structure of China's learning board online market by volume in the third quarter.

▲ unit:%, Tu source Runto Loto Science and Technology Research official account products: the AI big model for the learning tablet is being launched this year, the application of the AI big model has become the main direction of learning tablet product innovation. Manufacturers hope to achieve product premium, and consumers also hope to improve learning through AI.

Loto Technology claims that iFLYTEK, Xiaodu, NetEase youdao, Learning and thinking, homework gang, Shu Lang, Future Elf and other brands have all released relevant AI models, which are gradually being used in hardware products.

Progress in R & D and Application of AI large Model for Learning tablet in China

Liu Qian, an analyst at ▲ source Runto Loto Science and Technology Research official account, believes that judging from past product experience, it is difficult to avoid homogenization in hardware configuration for learning tablets, and the ability of AI big models may become a breakthrough point for learning tablet brands to shape differentiated features and experiences:

Entering the closing stage of the fourth quarter, China's learning tablet market will continue to be in an upward channel of rapid development.

In terms of brands, the continuous emergence of cross-border new brands in the future will inject more diversified content resources and cutting-edge cool techs into the industry, bringing sustained growth momentum to the market.

In terms of channels, the recommendation density of the content platform "Little Red Book" and "Didi Kui" is increasing, which will more efficiently cultivate users' consumption mentality of learning tablets and improve purchase conversion.

In terms of products, eye protection has become a basic requirement (on November 8, the China Electronic Video Industry Association, together with learning machine brands such as JD.com and iFLYTEK, jointly released the "Technical Specification for Eye Protection for Learning machines"). Learning content resources to improve the richness and iterative frequency; in terms of size, reasonably meet the needs of subdivided learning scenes, and the adaptability of product shape continues to be enhanced. The iterative and in-depth application of AI model makes the value of product education increase effectively.

Overall, Loto Technology predicts that the annual size of China's online learning board market in 2023 will exceed 1.26 million units, an increase of 22.3% over the same period last year.

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