In a remarkable turn of events, Huawei has once again outperformed Apple in the Chinese market, this time in the tablet market. Huawei’s resurgence in the smartphone market has now extended to the tablet sector, where it has claimed the top spot in China. Recall that Huawei beat Apple to the top spot in the mobile phone market in China. Apple did not even make the top 5 positions and was categorized among “others”. Now, the Chinese brand is doing the same thing in the tablet market. Once upon a time, the iPad was the “king” of the tablet market and at the time, the Android tablet remained stagnant for many years. But now, the landscape of the tablet market has changed.
Resurgence in the Tablet Market
After experiencing a period of decline in 2023, China’s tablet market has shown signs of recovery in the first quarter of 2024. The IDC report reveals that the tablet market shipments in China reached 7.13 million units, marking a 6.6% year-on-year increase. Notably, the consumer market saw a significant 10.7% year-on-year growth, while the commercial market also experienced a 6.3% increase.
Huawei’s Market Dominance
Huawei’s tablet shipments in the first quarter of 2024 totalled 2.59 million units, securing the top rank in China’s tablet market share. This achievement is significant as Huawei surpassed Apple by more than 10%, showcasing its stronghold in the tablet sector. The company’s success in the smartphone business has translated into a substantial increase in its tablet market share, particularly in the entry-level and mid-range price segments.
Apple’s Position and Challenges
Apple, holding the second position in the tablet market, continues to maintain an advantage in the mid-to-high-end market. However, the lack of new product releases and intense competition from Chinese manufacturers have led to a decline in Apple’s overall market share in the first quarter. Apple’s shipments primarily focused on clearing inventory of older models, highlighting the challenges it faces in a competitive market.
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Xiaomi’s Rise and Product Strategy
Xiaomi, ranking third in market share, made significant strides with the launch of the new Pad 6S Pro. This release not only boosted shipments but also diversified Xiaomi’s product portfolio in the mid-range price segment. The introduction of the Pad 6S Pro has contributed to Xiaomi’s market share growth in the US$400-600 price range, solidifying its position in the tablet market.
Honor’s Position and Market Dynamics
Honor, positioned fourth in market share, has enhanced its product structure in the US$200-400 price range. However, the brand faces challenges in the mid-to-high-end market due to a relatively limited product range, impacting its overall market share. The pressure on Honor’s market share underscores the competitive nature of the tablet market in China.
Lenovo’s Performance and Product Strategy
Lenovo, ranking fifth in market share, has focused its shipments on the entry-level price segment. The introduction of plug-in tablets has been a key driver of Lenovo’s shipment growth in the first quarter. The company’s strategic product offerings have contributed to its performance, particularly in the entry-level market segment.
Conclusion: Shifting Dynamics in China’s Tablet Market
The IDC report highlights the evolving landscape of China’s tablet market, with Huawei emerging as the leader in tablet shipments. The competition among leading manufacturers is intensifying, with Huawei’s dominance expanding and Apple facing challenges in maintaining its market share. Xiaomi, Honor, and Lenovo are also key players in the market, each employing distinct strategies to capture different price segments. The tablet market in China is witnessing a shift in dynamics, with Huawei’s success signalling a new era of competition and innovation in the industry. What do you think about Huawei’s recent success in the Chinese smartphone and tablet markets? Is it sustainable? Let us know your thoughts in the comment section below
