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Champ Consulting: Current problems in the tablet market in 2023

2024-07-18 10:32:31 Source: Champu Consulting Visits:0

according to champ consulting,2023The Chinese tablet market currently has the following major problems:

1. market demand fluctuates greatly and consumer confidence is insufficient.

Affected by the macroeconomic situation and the epidemic, in the short term, China's tablet market will follow the consumer electronics market fluctuations and decline, especially the commercial market by offline activity restrictions and budget compression, shipments fell sharply. According to data from the Champ Consulting Group,2022In the fourth quarter of 2010, the Chinese tablet market shipped approximately86610,000 units, up about16.7%，其中消费市场同比增长25.8%，商用市场同比下降40.3%. While year-over-year shipment growth5.2%However, this is mainly due to the demand for online education and entertainment during the epidemic, which is likely to fall back as the epidemic factors gradually weaken and social interaction gradually recovers. At the same time, consumers have a long replacement cycle for tablet products, and their willingness to buy new products is not high, resulting in a lack of sustainability in market demand.

2. product homogeneity is serious, lack of innovation

Tablet PC as a mature consumer electronics products, its basic function and form has been fixed, it is difficult to have a breakthrough innovation. Most of the tablet products on the market today are based onAndroidoriOSThe touch screen device of the system, the appearance design, hardware configuration, software application and so on are not much different. Although some manufacturers have tried to add expandable keyboards, active capacitive pens,5GNetwork and other elements to enhance product experience and differentiated competition, but these functions have not changed the essential attributes of tablet computers, nor have they brought about fundamental changes in user habits and scenarios. At the same time, due to the centralization and standardization of the supply chain, the cost structure of tablet products tends to be similar, leading to price wars becoming the norm, compressing manufacturers' profit margins and innovation momentum.

三、应用生态不完善，场景覆盖不广

平板电脑作为一种介于手机和笔记本电脑之间的移动设备，其应用场景和功能定位一直不够清晰。一方面，平板电脑在影音娱乐、教育学习、轻办公等方面有一定的优势，但是这些场景也可以被手机或笔记本电脑所替代，平板电脑并没有形成独特的价值 proposition. On the other hand, tablet computers have obvious disadvantages in mobile payment, social communication, games and so on, which can not meet the diversified needs of users. This results in a relatively low use frequency and duration of the tablet computer, and the user's dependence and stickiness on the tablet computer are not strong. In addition, the application ecology of tablet computers is not perfect, and many application software is not optimized for the screen size and interaction mode of tablet computers, resulting in poor user experience. At the same time, the interconnection capability of tablet computers and other smart devices also needs to be improved, and seamless switching and data synchronization cannot be realized.

4. brand competition is fierce, the market pattern changes

In 2022, Huawei, Lenovo, Glory, Xiaomi,OPPOandvivoAll of China's mainstream mobile phone brands, such as those represented, have entered the tablet market.2017year,2022Chinese Tablet PC Market inAndroidBrand market capacity continues to increase,5compound annual growth rate of about9.6%. With their brand influence, channel advantages, technology accumulation and product strategy in the mobile phone market, these brands quickly seized the share of the tablet market and formed a competitive pattern with Apple. At the same time, these brands are constantly challenging Apple's leadership in the mid-to-high-end market, and have launched high-quality products with higher cost performance. The continuous iteration in terms of price, performance, quality, and smart interconnection is2023Year's tablet market brings new opportunities. However, this also means that the competition in the tablet computer market will be more intense, and manufacturers need to invest more resources and energy in product innovation, brand marketing, channel expansion, etc., in order to establish a foothold in the market.

Recommendations

In response to the above issues, the Champ Consulting Group made the following recommendations:

Manufacturers should pay close attention to the macroeconomic situation and epidemic dynamics, flexibly adjust market strategies and product planning, and seize opportunities for changes in market demand and recovery of consumer confidence.

Manufacturers should increase investment in technology research and development, improve product performance and functions, and create differentiated competitive advantages. At the same time, manufacturers should strengthen supply chain management and risk control to ensure stable product supply and reasonable cost.

Manufacturers should improve the application ecological construction, optimize the software experience and interaction design, and expand the product application scenarios and functional positioning. At the same time, manufacturers should strengthen the collaboration with other smart devices to achieve data synchronization and seamless switching.

Manufacturers should strengthen brand building and marketing promotion to enhance brand influence and user loyalty. At the same time, manufacturers should reasonably divide product lines and pricing strategies.

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