China’s tablet Market Report: Huawei fell to the second place; Xiaomi missed the top four; Microsoft beat Lenovo

I remember a long time ago, Microsoft founder Bill Gates predicted that tablet computers would eventually replace traditional PCs. However, in the past few years, this prediction is obviously a bit of a slap in the face. The reason is that the shipment of tablet computers has been declining year by year, compared with that of traditional PCs. however, after 2020, due to the special market environment, the whole tablet PC shipment has shown a collective recovery. On August 11, IDC, a well-known market research organization, officially released the report on the overall market volume of tablet computers in China in the second quarter of 2020. The overall data shows that in the second quarter of 2020, China’s Tablet PC market will ship about 6.61 million units, with a year-on-year growth of 17.7%. China’s tablet computer market has recovered rapidly.

there are two reasons for the overall recovery of the tablet computer market in the second quarter. One is that after experiencing the stagnation of production capacity in the first quarter, China’s major tablet computer factories fully recovered in the second quarter, effectively completed the remaining orders, and at the same time, the offline market was fully opened up and sold through all channels; the second reason was that the domestic remote office, remote office and The promotion of the objective demand for online classes and home entertainment has driven the demand for tablet computers in the whole market. However, as we said before, tablet PC shipment has been in a downward trend in the past few years. In the first half of 2020, China’s Tablet PC market still saw a decline of 5.4% compared with the same period last year.

However, compared with the changes in the total market volume, we obviously pay more attention to brand ranking. We might as well look at it according to the ranking. Of course, we should also compare it with the same period last year and the first quarter of this year.

in this quarter, Apple’s tablet sales volume was 2.76 million, accounting for 41.8% of the market share. Compared with the second quarter of 2019, Apple’s shipment volume was 2.33 million, accounting for 41.4% of the market share, with a year-on-year increase of 18.7%. It is worth noting that Apple’s shipment volume in the first quarter of this year was only 1.31 million units, accounting for 35.1% of the market share. It can be said that Apple ushered in a full-scale outbreak in the second quarter, returning to the first place, which is mainly due to the overall recovery of Apple’s tablet manufacturing plant. More important, of course, is the robust performance of Apple’s iPad and the overall recovery of the market environment.

Huawei shipped 2.45 million tablets in this quarter, accounting for 37.1% of the market share. Compared with the second quarter of 2019, Huawei’s shipment volume was 1.54 million units, accounting for 27.4% of the market share, with a year-on-year increase of 59.5%, which is the fastest growth among all brands. In the first quarter of this year, Huawei once ranked first in the industry by virtue of its third and fourth tier market channels, with a shipment volume of 1.5 million and a market share of 40.2%. Although Huawei recovered and improved in terms of products, channels, marketing and marketing in the second quarter, there was still a huge gap between Huawei and apple in terms of product competitiveness, which is why Huawei fell to the second place.

Microsoft rose to third place this quarter, replacing Xiaomi. Specifically speaking, the shipment volume of this quarter was 230000 units, accounting for 3.5% of the market share; compared with that in the second quarter of 2019, the shipment volume of Microsoft was 200000 units, accounting for 3.6% of the market share, with a year-on-year increase of 16%. In the first quarter of this year, Microsoft shipped 120000 units, accounting for 3.2% of the market share. At present, Microsoft’s product delivery is mainly concentrated in the first tier cities and online channels. Compared with apple and Huawei, there is a huge gap in terms of brand awareness and shipping channels. It is not easy to have such a gap.

Lenovo rose to fourth place this quarter, also benefited from Xiaomi’s “exit”, but it still failed to compete with Microsoft. Lenovo’s shipment volume in this quarter was 230000 units, accounting for 2.4% of the market share; in contrast, in the second quarter of 2019, Lenovo’s shipment volume was 220000 units, accounting for 3.8% of the market share, with a year-on-year decrease of 19.1%. Lenovo was also the only brand among the top 4 brands to decline in the quarter. In the first quarter of this year, Lenovo produced 60000 sets of Huoling, accounting for 1.7% of the market share. At present, the channel of Lenovo’s shipping is mainly concentrated on the online market, and the offline market lacks sufficient influence, and the marketing is awesome enough.

judging from the current market structure of tablet computers, apple and Huawei are the two dominant players in the Chinese market. Other brands basically belong to the other camp. However, many friends also asked why Xiaomi, which was still in the third quarter in the first quarter, disappeared in the second quarter? In fact, this answer is not difficult. Xiaomi was last sold on August 14, 2018. It has been two years since Xiaomi was put on sale. It is not easy for Xiaomi to stay in the top three in China after nearly two years. As for falling out of the list in the second quarter, it can only be said that there is no inventory this time.

considering that the second half of the year is the stage when heavyweight new products of head manufacturers, such as iPad, are coming into the market, the increase of new product driving and educational use scenarios will continue to help tablet computers achieve better market performance. Tablets will remain viable for the long term. As for whether Xiaomi will release a new generation of tablet computers, we can only wait and see. ASMC, a lithography maker, was one of TSMC’s 14 top suppliers last year

Author: zmhuaxia