In Q1 of 2024, China's learning tablet online market surged by 80%: the average price increased by 573 yuan, an increase of 21%

News from this site on April 24, according to the latest data released by Luotu Technology (RUNTO), In the first quarter of 2024, China’s learning tablet market will have all online channels (including Pinduoduo, Douyin, Kuaishou Platform) sales volume was 689,000 units, a year-on-year increase of 79.9%.

Market data for the first quarter of 2024 shows that Chinese parents and students’ tutoring demand for educational hardware is still growing rapidly. The report summarizes the characteristics of the following four aspects:

Brand Camp

The education and training enterprise camp has surpassed the technology enterprise camp, mainly relying on its strong content resource advantages and artificial intelligence research technology Help.

In terms of channels

In the first quarter of this year, the growth of emerging e-commerce (Pinduoduo, Douyin, Kuaishou) more than doubled. Learning tablets will gradually begin to be sold in 2023. After a year of accumulation and development, learning tablets have gradually stabilized in the emerging e-commerce market, and the spread and grass-planting effect of content e-commerce has brought more demand.

In terms of price

The average price of products has increased, which shows that parents have a stable and high willingness to pay for the education and training of their students. In addition, the equalization of price segments also reflects that the supply and demand ends of the market are maturing.

In terms of products

The key brand new products in the first quarter have further developed in the application of AI large models, and the product functions have expanded from personalized learning to teaching students learning methods; in terms of hardware , significant upgrades can be seen in many aspects such as resolution, memory, battery capacity, peripheral tools, and WIFI connection frequency bands.

The report shows that in the first quarter of 2024, the combined share (CR4) of TOP4 brands was 49.8%, a decrease of 11.3 percentage points from the same period last year.

This site attaches the ranking of China’s learning tablet online market in the first quarter of 2024 as follows:

Xueersi in terms of sales and sales Both ranked first, with sales accounting for 14.2% of the market share, a year-on-year increase of 258%, and sales accounting for 29.5%, a year-on-year increase of 579%;

Xiaodu ranked second with a sales volume share of 13.5%, a year-on-year decrease 20%, sales accounted for 11.6%, a year-on-year decrease of 13%.

Xiaoyuan ranks third in sales volume and second in sales volume, with sales accounting for 12.2% of the market share, a year-on-year increase of 469%, and sales accounting for 14.9%, a year-on-year increase of 525%;

Zhuoyebang ranked fourth in sales volume, benefiting from last year’s low base and experiencing large year-on-year growth. Luotu Technology said that Zuoyebang has a key layout in the Kuaishou e-commerce channel and ranks high in this segmented channel.

iFlytek ranked fifth, with a sales share of 10% and a year-on-year increase of 179%, but sales accounted for 13.5%, ranking third, with a sales volume that nearly tripled year-on-year. At the end of February, it released a new product priced at 2,699 yuan P30 is expanding into the mid-range price market.

BBK ranked sixth in both sales volume and sales volume, with a sales share of 5.3%, a year-on-year increase of 6%; sales accounted for 4.8%, a year-on-year increase of 22%. Its Douyin e-commerce channel has a year-on-year growth About 190%, driving overall online sales year-on-year growth.

Seventh-ranked Seewo’s sales surged by 52%, with sales increasing by 1%. In the first quarter of last year, the brand's product line was mainly positioned in the mid-to-high-end market priced above 3,000 yuan. However, the mid-to-low-end product T1, launched in December last year and priced at 1,399 yuan, has been selling well on the Douyin platform, which is the main reason for the large difference in sales volume and sales growth.

Xiaobawang has entered the TOP list of sales with its low-priced and small-size products, and BOE’s small classroom screen has entered the TOP list of sales.

Report data shows that in the first quarter of 2024, the average online market price of learning tablets was 3,357 yuan, an increase of 573 yuan over the same period last year, an increase of 20.6%.

In terms of price segments, the sales volume of 1,000-1,999 yuan accounted for the highest proportion, accounting for 21.8%, but it showed an obvious downward trend, down 22.7 percentage points from the same period last year.

Among them, Xiaodu and iFlytek upgraded their mid-to-low-end product layout to the mid-range price range of 2,000-2,999 yuan, resulting in a year-on-year increase of 17.7 percentage points in the share of the 2,000-2,999 yuan price segment. The two brands together accounted for nearly 60% market share.

At the same time, the market share of high-priced products above 6,000 yuan was 16.4%, an increase of 11.4 percentage points from the same period last year. Among them, Xueersi accounts for more than 70% of the market share through the high-end new products launched at the end of last year.

#The screen size of learning tablets is generally 10-14 inches. Report data shows that 10-12 inches were the mainstream size in the first quarter, accounting for 56.9%, remaining stable year-on-year; 12-14 inches accounted for 26.8%, a year-on-year increase of 6.7 percentage points; large-size products above 14 inches accounted for 8.8% %, a year-on-year decrease of 5.6 percentage points.

In addition, the popularity of high-resolution screens of learning tablets has increased. In the first quarter of 2024, the market share of 2K resolution reached nearly 70%, a decrease from the same period last year; while the combined market share of 2.5K and higher resolutions was 16.9%, an increase of about 13 percentage points from the same period last year. .

The standard stylus pen further enhances the functionality and ease of operation of the product. In the first quarter of 2024, the sales volume of learning tablets with standard stylus pens accounted for 43.3%, a sharp increase of 30.1 percentage points from the same period last year.

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