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%, where the consumer market grew year-on-year25.8%The commercial market declined year-on-year.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.

3. application ecology is not perfect, the scene coverage is not wide

As a mobile device between a mobile phone and a notebook computer, the application scenario and function positioning of the tablet computer are not clear enough. On the one hand, tablet computers have certain advantages in audio-visual entertainment, education and learning, light office, etc., but these scenes can also be replaced by mobile phones or laptops, and tablet computers have not formed a unique valueproposition. 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.