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27
2024
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09
Semi-Annual Report | e-Paper Tablet Sales on E-commerce Platforms in China Surge by 55% in the First Half of 2024; Learning Tablets Capture Over 20% Market Share
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According to the latest report from RUNTO, titled "China e-Paper Tablet Retail Market Monthly Tracker", sales of e-Paper tablets in China's online public retail market (excluding content-driven e-commerce platforms like Douyin and Kuaishou) reached 534,000 units in the first half of 2024, marking a year-on-year increase of 55.2%. The total sales revenue amounted to RMB 1.28 billion, up 65.4% compared to the previous year. The average price was RMB 2,405, with an increase of RMB 171 from the previous year.
Sales of e-Paper Tablets in China's Online Market for 2023-2024
Data Source: RUNTO Online Monitoring Data, Unit: 10,000
The e-Paper tablets are categorized into three main types: e-readers, smart office notebooks, and smart learning tablets. All three categories have experienced significant sales growth, with the market share of learning tablets exceeding 20%.
In the first half of 2024, online sales of e-Paper e-readers reached 242,000 units, with an increase of 36.8% year-on-year.
In the first half of 2024, online sales of e-Paper smart office notebooks were 184,000 units, marking a year-on-year growth of 29.8%.
In the first half of 2024, online sales of smart learning tablets soared to 108,000 units, with a substantial increase of 275.9% year-on-year.
Product Sales and Trends in China's e-Paper Tablet Online Market for the First Half of 2024
Data Source: RUNTO Online Monitoring Data, Unit: 10,000
In recent years, the e-Paper tablet market undergone a significant transformation, evolving from a single-category dominance by e-readers to a dual-track growth with e-readers and smart office notebooks, and now to a tripartite competition where smart learning tablets are rapidly gaining market share.
According to online monitoring data from RUNTO, in the first half of 2024, e-readers held a market share of 45.3%, with a decrease of 5.6 percentage points year-on-year. Smart office notebooks had a market share of 34.4%, with a decrease of 6.4 percentage points year-on-year. In contrast, smart learning tablets achieved a market share of 20.3%, with an increase of 12 percentage points from the previous year.
Looking ahead to the second half of the year, e-Paper learning tablets are expected to maintain their robust market performance. The primary reason behind this is the escalating demand for smart hardware devices, fueled by the widespread adoption of online courses. Specifically, educational smart devices that integrate educational resources and prioritize eye protection are increasingly favored by both parents and students.
Product Sales Structure and Changes in China's e-Paper Tablet Online Market for the First Half of 2024
Data Source: RUNTO Online Monitoring Data, Unit: %
Products: Upgrade in Colorization and Larger Sizes
According to online monitoring data from RUNTO, in the first half of 2023, the sales penetration rate of color e-Paper tablets in the online market reached 8.5%, with an increase of 5.3 percentage points year-on-year.
Color Sales Structure and Changes in China's e-Paper Tablet Online Market for the First Half of 2024
Data Source: RUNTO Online Monitoring Data, Unit: %
In terms of size, driven by the demand for smart office notebooks and learning tablets, the average size of e-Paper tablets in the market has gradually increased. According to online monitoring data from RUNTO, in the first half of 2024, products larger than 9 inches accounted for 41.4% of online market sales, up 7.5 percentage points compared to the same period last year.
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