IDC: The shipment volume of the Chinese tablet market is expected to increase by 4.3% year-on-year in 2024.

Recently, the International Data Corporation (IDC) released the quarterly tracking report on the Chinese tablet market for the fourth quarter of 2024. The data shows that the annual shipment of the Chinese tablet market in 2024 was 29.85 million units, a year-on-year increase of 4.3%, indicating a market recovery. The market shipped 7.86 million units in the fourth quarter, a 3.7% decrease year-on-year due to inventory issues. With the implementation of the national subsidy policy in January, the demand for tablets in the Chinese market will be further stimulated. The market capacity around 3000 yuan is expected to significantly increase in the first half of the year, providing domestic manufacturers with greater development opportunities. In 2024, the consumer market demand showed signs of recovery, with a 4.8% year-on-year increase in shipments. Intense price promotions and a gradual enrichment of product choices in the mid-to-low price segment drove a significant increase in shipments in the price segment below 2,000 yuan, leading the consumption recovery. In terms of quarterly performance, market promotions were increasingly dispersed, with manufacturers speeding up shipments, leading to a 3.1% year-on-year decrease in shipments in the fourth quarter. In 2024, the commercial market continued to face significant challenges, as manufacturers actively shipped products in an attempt to expand sales, but weak demand led to a 0.8% year-on-year decrease in shipments for the year. Among the specific markets, the education industry performed relatively well, with a high compatibility of tablet products with educational scenarios, making it a focus for manufacturers to explore in depth. In 2024, the top five manufacturers in the Chinese tablet market for the full year and the fourth quarter in terms of shipments were as follows: Huawei Huawei maintained its top market share in the fourth quarter and ranked first in annual shipments. Consumer-side shipments at the end of the year decreased, leading to a slight decline in market share in the fourth quarter. The new MatePad 11.5 in 2024 addressed Huawei's absence in the 1500 yuan price segment, while the new MatePad Pro 13.2 enhanced the tablet's connectivity and productivity attributes with HarmonyOS, strengthening Huawei's influence in the high-end market. In the commercial market, Huawei maintained its top market share, facing some pressure in the supply of mid-to-high-end products, but the situation showed signs of improvement. Apple Apple (AAPL.US) ranked second in market share, facing intense market competition. In the fourth quarter, Apple's shipments continued to decline, although the rate of decline narrowed. Product-wise, the iPad Mini product line saw optimistic first-quarter shipments following a product update. The newly released iPad Air in May gradually increased sales, making the iPad Air product line another growth point in addition to the new iPad Mini. The iPad Pro faced pressure at the sales end due to its high price, resulting in a decline in shipments. Xiaomi Xiaomi (01810) ranked third in market share, with its main product line iterations and local subsidy activities driving a 41% year-on-year growth in shipments in the fourth quarter. The release of the tablet 7 and 7 Pro at the end of October further attracted consumers with upgrades in product performance, screen display, and multi-scene use. At the same time, Xiaomi actively participated in local trade-in subsidy activities, further enhancing the cost-effectiveness of its products and stimulating purchase enthusiasm, effectively driving sales through both online and offline channels. Honor Honor ranked fourth in the market, with a growth in shipments driven by frequent new product releases in the fourth quarter. The consumer market saw the launch of three new products: GT Pro, X9, and V9, strengthening its product layout in the 2000-3000 yuan mid-high price segment and the entry-level range below one thousand yuan. The launch of GT Pro further enriched Honor's product matrix. In the commercial market, Honor continued to maintain its price advantage while introducing the new Z6, further expanding its range of commercial products and positioning across different price segments, laying the foundation for further transformation. Lenovo In the fourth quarter, Lenovo (00992) tied for fourth place in market share, with shipments growing by 10% year-on-year. Product updates and promotional price cuts drove growth in consumer market shipments. The Y700 series product updates further strengthened Lenovo's advantage in the small-screen flagship vertical category. The flagship new product YOGA Pad Pro positioned itself in the above-3000 yuan market with AI capabilities. In addition, sales of the new Lenovo Pad Pro 2024 showed significant growth driven by promotions. In the commercial market, Lenovo continued to enhance its service capabilities, maintaining a relatively stable shipment performance despite overall weak market demand. IDC China's senior analyst Liu Yun stated that despite a slight decline in the fourth quarter of 2024, the Chinese tablet market as a whole showed signs of recovery throughout the year. Apple resumed its product update pace, while domestic brands accelerated their upgrades and innovations, expanding into larger market spaces. In 2025, on the basis of upgrading product performance and expanding functional scenarios, national subsidy policies will further stimulate tablet market replacement and purchasing demands, accelerating market development. At the same time, these subsidies may have a certain impact on the annual market rhythm, and industry partners need to carefully monitor potential risks of overspending demand while actively positioning themselves and making flexible adjustments.