According to a report by IDC, the tablet market in China during the third quarter of 2023 has shown surprising resilience, exceeding expectations. The total number of tablets shipped was approximately 7.05 million units, with a slight year-on-year decrease of 3.4%. Notably, this decline was more pronounced in the consumer market, which experienced a 4.3% reduction, but it was offset by a robust 7.4% growth in the commercial sector, indicating a continued recovery trend.
Market Dynamics: Fluctuations and Growth in China’s Tablet Industry
Leading domestic brands such as Huawei, Xiaomi, and Vivo exhibited remarkable resilience, each reporting significant growth in shipments. This highlights the competitive landscape of the Chinese tablet market, where local manufacturers are increasingly asserting their presence.
Apple, however, maintained its lead with a 33.4% market share, followed by Huawei at 27.9%, and Xiaomi securing third place with an 11.4% share. Other notable players included Honor and Lenovo, with respective market shares of 7.8% and 6.2%.
The IDC report attributes this better-than-expected performance to two main factors. In the consumer market, major brands have been aggressively expanding their businesses through technological innovations and diversifying their product lines. This strategy has been instrumental in stabilizing and growing their market presence despite challenging conditions. In the commercial segment, the growth can be attributed to increased shipments in sectors such as government and education procurement, reflecting a broader recovery trend.
Another significant observation is the fluctuation in price distribution within the market. The share of tablets priced between 2,000 Yuan and 4,000 Yuan ($276-$552) has decreased, while those priced below 2,000 Yuan (<$276) have seen an increase in market share. This shift suggests a trend toward more budget-friendly options in the market, likely driven by the introduction of competitive products from mainstream manufacturers. The average unit price in the market has also declined by 3.0% compared to the previous quarter, settling at 2,793 Yuan (approximately $385).
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