October China Tablet PC Market Analysis

In October 2013, China’s tablet PC market, Apple held an iPad new conference on October 22 to help increase its brand awareness. At the same time, brand awareness between Samsung and Samsung has once again widened to more than 10%. Products concerned about the list, Apple iPad Air and iPad Mini2 user attention, both of which are listed in the top five products concerned, the new market response is better.

Report Highlights • Brand Focus: Apple’s brand awareness is over 30%, and Microsoft’s brand is concerned about its rankings.

• Product Focus: Apple’s new products, iPad Air (16GB/WiFi) and iPad Mini2 (16GB/WiFi) are among the top five product watchers.

• Price Structure: Thousands of Yuan machine products are fiercely competitive, and the price of products in the price range of 3000-5000 Yuan has increased sharply.

• Product features: The attention of the tablet PCs can be reduced; the iOS 7 operating system's product visibility in the first month is close to 10%; the 9-10-inch tablet PC's attention has increased.

• Brand analysis: Among mainstream brands, Microsoft has a relatively high single-product attention rate.

First, the brand attention pattern • Apple brand attention over 30% Tablet PC market in October, Apple 31.3% of the brand attention to become the most popular user of the Tablet PC brand this month, but also the only mainstream brands in the attention of more than 30 % of the manufacturers. Samsung and Microsoft ranked second and third respectively with 17.6% and 8.5% of users. Overall, Apple and Samsung occupy the leading position in the market, and the leading edge is more obvious.

• Apple's attention has picked up. Microsoft's first three comparisons compared to the September-October 2013 brand awareness data show that Apple’s brand awareness has started to rebound from the 24.0% in September to October, thanks to the new generation of iPad products. 31.3%, up 7.3%. It is worth noting that the top three brands have changed this month, and Microsoft has surpassed Lenovo in the third place with 8.5% of users.

Second, the product focus on the pattern (A) product focus on the pattern • Apple iPad series swept the first three October Tablet PC market, Apple iPad series swept the product concerned about the top three, which just released this month, the new iPad Air (16GB / WiFi version) is the top three with 5.5% user attention. While the iPad Mini2 (16GB/Wifi version) did not enter the top three, it still ranked fifth with 3.9% of users, and the difference from Microsoft's Surface RT (32GB/Cover) was only 0.1%. As a whole, this month's new Apple iPad user attention is relatively high.

• The price of Colorfly E708 Q1 is the lowest in the month. The average price of the top 10 products in the month is 2273 yuan. There are 3 products with prices above 2,000 yuan. Among them, the domestic brand, Colorfly's E708 Q1, has the lowest relative price, and the market price is only 399 yuan. , is the only tablet in the ten products below a thousand dollars.

• The Android 4.2 product occupies three operating systems adopted by the product. This month, Apple’s new product market responded well and iOS system products accounted for four. In contrast, Android system products still occupy a number of advantages, the number of products this month reached five models, of which Android4.2 system products have three models, reflecting the user's concern for Android4.2 products.

(II) Product Attributes 1. Product Category • Domestic Brand Product Concern Declined In October Tablet PC market, ZDC statistics show that foreign brands are still favored by users, and their product attention rate is 66.4% this month, higher than domestic brands. 32.8%. Regarding the change in the proportion of products concerned, due to the impact of the new product launch of Apple this month, the attention of domestic brand users declined, from 37.6% in September to 33.6% in October, a decrease of 4%.

2, price structure • Thousand Yuan machine products are highly competitive ZDC statistics show that in October 500-999 yuan price segment product density is still the highest in the price segment, 1000-1999 yuan price segment with 33.1% of the product ratio ranked in the first Second place, the other products in the price segment are relatively low. The proportion of products concerned, this month's 3000-5000 yuan price segment products most concerned about the user, 2000-2999 yuan and 1000-1999 yuan price segment tablet computers ranked second and third respectively. As a whole, Thousand Yuan machines are relatively concentrated in the proportion of products and user attention, and product competition is particularly fierce.

• 3000-5000 yuan price segment product prices rose sharply compared to September-October different price segment product focus data, this month's 3000-5000 yuan price segment product attention rate rose sharply from 23.4% in September rose to October 29.5%, up 6.1%. Affected by this, the price of 500-999 yuan, 1000-1999 and 2000-2999 yuan products have noticeably declined, and the prices of 1000-1999 and 2000-2999 yuan products have dropped by 3%.

3, call function • Can pay attention to the decline in tablet PCs ZDC statistics show that in October Tablet PC market, Tablet PC users support the communication function is relatively low, only 19.7%. Concern about the proportion of product changes, this month's tablet computer products that support communication function has declined, falling from 22.6 in September to 19.7% in October. From the perspective of changes in product focus, the communication capabilities of the product are limited to users.

4. Operating system • iOS operating system product concern increased in October Tablet PC market, ZDC statistics show that Android system product users are relatively concentrated, reaching 56.5%; iOS system products are ranked at 31.2% of users' attention. The second place, the attention of other system products is less than 20%. Regarding the change in product focus ratio, the iOS system product's attention rose sharply this month, which was 7.2% higher than that in September.

• iOS 7 system products attracted users' attention In October, tablet PC market, the adoption of iOS system, the attention of users of products has increased significantly. ZDC statistical data shows that iOS 5 products have less than 1% attention, and basically withdraw from the market competition; iOS7 system products have just been listed this month, user attention has been close to 10%, new products are concerned by users. Affected by this, iOS6 product's attention degree has declined this month, from 23.9% in September to 21.2% in October.

5. Memory Structure • The 16GB Tablet PC is favored by the users. ZDC statistics show that the tablet PC with 16GB memory in October has become the most popular tablet PC product with 61.1% of the attention, and other memory capacity products have relatively low attention. Regarding changes in the proportion of products concerned, the degree of attention of 16GB products rose, which was 3.5% higher than that in September. Overall, 16GB tablet PCs dominate the market, while users of 4GB and 8GB products begin to shrink.

6, screen structure • 9-10 inch product attention rose from the product screen size, this month, 7-8 inch tablet PC is still the most popular products, its attention to reach 43.4%, 10 inches and above large-screen tablet Computers ranked second with 21.6% of users. With regard to the change in product focus ratio, user interest in 9-10 inch products increased significantly from September's 17.7% to 20.7% in October.

• Highly competitive 1024x768 resolution products The ZDC statistics show that the 1280x800 resolution products were most favored by users in October, and their product attention rate reached 25.8%; the 2048x1536 resolution product ranked second in terms of 23.4%. In terms of product ratio, 1028x768 products dominate the market and their products account for nearly 30%. Overall, the 1024x768 resolution product is relatively competitive.

III. Analysis of Mainstream Brands 1. Focus on Trend Analysis • In October, Microsoft’s brand awareness rose first and then fell. October Tablet PC market, ZDC statistics show that, due to the promotion of the 11th Golden Week, Microsoft’s brand awareness is rising at the beginning of the month. , and reached a maximum of 9.7% on the 7th. With the gradual cooling of the Golden Week shopping boom, Microsoft's brand awareness has gradually begun to decline, and fell to 8.5% on the 15th, the brand's attention in the second half after 15 days in the 8.3% float.

2. Single product concern rate analysis • Microsoft’s single product attention rate is relatively high In October, the tablet data market showed that among mainstream brands, Microsoft’s single product attention rate was relatively high, reaching 1.66%, and Apple’s 1.20%. The single product attention rate ranked second, Samsung and Lenovo single product attention rate is relatively low, both below 1%.

ZDC concluded: This month, the level of attention of tablet PC products supporting communication has declined. It can be seen that the single communication function has a limited appeal to users. Diversification of functions has become the only way for Tablet PCs to develop. In terms of screen size, the 9-10 inch product of this month attracted users' attention and the product's attention has increased.