13th Quarter Notebook Market Research

In the third quarter of 2013, the brand awareness of the Chinese laptop market remained stable, but the competition among brands was fierce. Product attention, 4GB memory product attention is on the rise, Windows 8 system product market position is gradually stable, its degree of concern in September exceeded 50%, reflecting the user's acceptance of the Windows 8 system increased.

First, the brand attention pattern • Lenovo Qilian brand focus on the champion In the third quarter of the notebook computer market, Lenovo with 29.7% user attention reelection brand attention champion, Asus and Hewlett-Packard ranked second and third place, brand awareness of 11.2% And 10.4%, other brands are less than 10%. From the distribution of brand awareness, the top ten brands accounted for more than 90% of market share, reflecting the relatively concentrated user attention.

• Lenovo’s brand attention remained stable Compared with the Q2-Q3 brand attention data, the Lenovo brand’s attention remained basically stable, with its third quarter’s attention being 29.7%, a slight increase of 0.7% from the second quarter. In the third quarter, the attention of both Dell and the Shenzhou brand increased, of which Dell increased from 7.9% in the second quarter to 9.5% in the third quarter, a larger increase. The attention of Asus and Hewlett-Packard brands has declined to varying degrees, and the attention of other brands has remained relatively stable.

Second, the product focus on the pattern (A) product attention to the pattern • Lenovo Y400N-IFI (H) most concerned about the third quarter of the laptop market, Lenovo Y400N-IFI (H) has a high popularity of the top product attention list, Dell Ins 14RD-2628 led the Shenzhou Ares K650S-i7 D1 in second place with a slight advantage of 0.1%. Looking at the disparity in product attention ratio, with the exception of Lenovo's Y400N-IFI(H) leading edge, the gap between the second and tenth products is less than 1%, and competition is particularly fierce.

• The price advantage of the Toshiba L800-C55W (Snow White) is obvious: the average price of the ten products is 5,115 yuan, and there are six products under 5,000 yuan, of which the Toshiba L800-C55W (Snow White) is the lowest relative price, and the market price is only For 3699 yuan, the product price advantage is obvious; the high-end game Shenzhou Ares K650S-i7 D1 relatively highest selling price, the market price is 7499 yuan.

• Lenovo's five products rank among the top ten quarters in terms of Lenovo, Dell, Shenzhou, ASUS and Toshiba. Lenovo has five products, Asustek has two products, and Shenzhou and Toshiba only have one. Products are selected. Overall, the number of Lenovo products in the five brands is more obvious.

(II) Product features 1. Product categories • Domestic brand awareness is on the rise In the third quarter of the notebook computer market, ZDC statistics show that foreign brands still account for more than 50% of the market’s share of the market, and they also have certain advantages over domestic brands. However, judging from the overall trend, the proportion of domestic brands’ products in the third quarter showed an upward trend, and the gap between foreign brands in September was 13.8%, which was 4.8% smaller than that in July. It can be seen that domestic brands are gradually being used by users. Accepted.

2. Product Positioning • The degree of attention of ultra-pole products is decreasing In the third quarter of the notebook computer market, due to price and practicality, traditional notebooks are still products with relatively concentrated user attention. In the upward trend, the degree of attention reached its highest value of 81.8% in September, which was 4.1% higher than that in July. In the third quarter, the ultra-polarity product showed a downward trend, and its product attention fell from 22.3% in July to 18.2% in September.

• Concern for traditional notebooks In the third quarter of the notebook computer market, traditional notebook products had a 79.7% interest rate, 59.4% more than the ultrabook, and users' attention was relatively concentrated. Concerned about the proportion of product changes, the third quarter of traditional laptop product attention rose, from 76.8% in the second quarter to 79.7% in the third quarter.

3. Price structure • 40% of products are concentrated in the price range of 3000-4999 yuan. ZDC statistics show that the price of 3000-4999 yuan in the third quarter is 45.9%, and the product density ranks first in each price segment; the price is 5000-7999 yuan. The segment ranked second with 22.0% of the products, and the other price segment products accounted for less than 15%. From the perspective of the overall market, the price segment of RMB 3000-4999 is the main “battlefield” for major players.

• The price of mid-priced products has increased. In the notebook computer market in the third quarter, the price segment of products ranging from RMB 3000-4,999 accounted for nearly 50% of the market's market share. Compared with other price segments, the user’s attention is relatively concentrated. Product focus on changes in the proportion of the third quarter of 3000-4999 yuan price segment product attention was 49.7%, compared with the second quarter rose by 1.3%. On the whole, products between 3000-7999 yuan are favored by users, and users below 3,000 yuan and 8,000 yuan are less concerned.

4. Graphics structure • Concern of discrete graphics products is on the upward trend In the third quarter of the notebook computer market, both the discrete graphics and dual graphics products have shown a steady increase in attention. Among them, the independence of graphics cards in August has exceeded 40%, and eventually stabilized. 41.6% in September. Core graphics products showed a decline in popularity, falling from 23.0% in July to 18.9% in September. The attention of integrated graphics products remained stable.

• The increase in attention of dual-graphics products The ZDC statistics show that in the third quarter, discrete graphics notebooks were the most favored by users, and their product attention rate reached 41.0%. Dual graphics cards and core graphics notebooks ranked second and third, their product attention is 35.8% and 20.7%, integrated graphics user attention is relatively low. Compared with the second quarter, the attention paid to the dual-graphics notebook products in the third quarter rose sharply, which was 5.1% higher than that in the second quarter. The degree of concern for discrete graphics and core graphics products declined in different degrees.

5. Memory Structure • Concentration on User Focus on 4GB Memory Products In the third quarter of the notebook computer market, users’ attention has started to concentrate on 4GB memory products. The attention on 4GB memory products has increased in the third quarter and broke through in September. 70%, occupy the dominant position in the market. In contrast, the attention rate of 2GB and 8GB memory products showed a downward trend, in which the attention rate of 2GB memory products dropped more obviously, which was 3.4% lower than that in the second quarter, and the attention of other memory products was relatively low.

• More than 4GB memory products are concerned ZDC statistics show that in the third quarter, the degree of attention of 4GB or more memory products has increased. Among them, the 4GB memory product's attention has increased greatly, rising from 64.1% in the second quarter to the third quarter. 68.4%; market share of 2GB memory products is gradually shrinking, compared with the second quarter, the product visibility in the third quarter has been less than 15%. Overall, user attention is gradually shifting to large-capacity memory products.

6. Operating System • The Windows 8 system is gradually being noticed by users. In the third quarter of the notebook market, ZDC statistics show that in the third quarter, the product level of Windows 8 system exceeded 50%, which was 17.4% higher than the second quarter. Product user adoption of the Windows 7 system fell sharply, down 17.8% from the second quarter. From the perspective of changing the proportion of users, users are more concerned about Windows 8 system products.

7, screen structure • 15.6-inch product visibility rose in the third quarter of the notebook computer market, from the screen size point of view, 14-inch products are still the most concentrated attention to the user notebook computer products. The 15.6-inch notebook ranked second with 24.5% of users' attention, and the other dimensions were less than 20%. Concern about the proportion of products in terms of changes, 15.6-inch product attention has risen sharply, from 20.1% in the second quarter to 24.5% in the third quarter, 14-inch and 13.3 inches and below the degree of concern has declined to varying degrees.

• Touch concern rose slightly ZDC statistics show that in the third quarter of the notebook market, touch-enabled notebooks are still unable to reach the user’s psychological price due to price, so the user’s attention is still focused on non-touch notebooks. In terms of changes in product focus ratio, although the focus of the touch book in the third quarter was only 15.2%, its product attention rate still rose slightly compared with the second quarter.

III. Analysis of Mainstream Brands (I) Concern about proportion trends of mainstream brands • Lenovo’s brand awareness declined first and then rose In the third quarter of the notebook computer market, the brand attention pattern remained stable, and the competition among mainstream brands became even fiercer. In the third quarter, Lenovo’s brand awareness declined in August, but with the Lenovo launch of the second generation of the Yoga series in September, its attention to a sharp rebound finally stabilized at 31.0%, up 1.2% from July.

• Intense competition in the second camp The brand competition between Asus, Hewlett-Packard, Dell and Shenzhou gradually escalated in the third quarter. In July, the brands kept their distance between themselves. In August, they gradually became stalemate. Finally, between September, four brands The competition has become hot and the biggest difference between them is less than 2%.

(II) Analysis of the mainstream brands selling touchpads • The proportion of Lenovo Touch’s products increased In the third quarter of the notebook computer market, the touch of this product showed a slight increase, which is in line with the mainstream brands in the touch of this product line. Big investment is closely related. In the major brands of the third quarter, ASUS’s touch-enabled products accounted for about 15% of the total, and the proportion of its products was much higher than its competitors. Dell, Lenovo and Hewlett-Packard have a rising trend in the proportion of touch-enabled products, of which Lenovo's touch-sensitive ratio in the month of September was 7.0%, a 2.7% increase from July, a larger increase.

ZDC concluded that in the third quarter, discrete graphics notebooks still accounted for more than 40% of the market's share of concern, reflecting the user's preference for discrete graphics notebooks. However, it is worth noting that in the third quarter, dual-graphics notebook products have noticeably increased their attention, and their disparity with the discrete graphics notebooks has shrunk to 5.2%. It can be predicted that the competition between the two will be even fiercer in the fourth quarter.