In Q1 2024, the online market for educational tablets in China surged by 80%, with an average price increase of 573 yuan.

Pulsestacks reported on April 24th that according to the latest data from Runto Technology, in the first quarter of 2024, the online sales volume of educational tablets in China across all channels (including platforms like Pinduoduo, Douyin, and Kuaishou) reached 689,000 units, a year-on-year growth of 79.9%. The market data for the first quarter of 2024 indicates that the demand for educational hardware among Chinese parents and students continues to grow rapidly. The report summarizes the following four aspects:

Brand Camps:

The educational training camp has surpassed the technology camp, mainly due to its strong content resources and the assistance of artificial intelligence research technology.

Channels:

In the first quarter of this year, the growth of emerging e-commerce platforms (such as Pinduoduo, Douyin, and Kuaishou) has more than doubled. Learning tablets started to gain traction in 2023, and after a year of accumulation and development, learning tablets have gradually stabilized in the emerging e-commerce market, with content e-commerce spreading and creating more demand.

Prices:

The average product prices have increased, indicating that parents have a stable and relatively high willingness to pay for their children's education. Furthermore, the balance in price ranges also reflects the market's trend towards maturity at both supply and demand ends.

Products:

In the first quarter, key brand new products have made deeper developments in AI large model applications, expanding product functions from personalized learning to teaching students learning methods. In terms of hardware, significant upgrades can be seen in aspects such as resolution, memory, battery capacity, peripheral tools, and WIFI connectivity bands.

The report shows that in the first quarter of 2024, the combined market share of the top 4 brands (CR4) is 49.8%, a decrease of 11.3 percentage points compared to the same period last year. In the first quarter of 2024, the rankings of the online market for learning tablets in China are as follows:

• Xueersi ranks first in both sales volume and revenue, with a market share of 14.2% in sales volume, a year-on-year increase of 258%, and a revenue share of 29.5%, a year-on-year increase of 579%.
• Xiaodu ranks second with a sales volume share of 13.5%, a 20% year-on-year decrease, and a revenue share of 11.6%, a 13% year-on-year decrease.
• Xiaoyuan ranks third in sales volume and second in revenue, with a market share of 12.2% in sales volume, a 469% year-on-year increase, and a revenue share of 14.9%, a 525% year-on-year increase.
• Zuoyebang ranks fourth in sales volume, benefiting from a low base last year with significant year-on-year growth. According to Loto Technology, Zuoyebang has a strong presence in the Kuaishou e-commerce channel, ranking high in this segment.
• iFLYTEK ranks fifth with a sales volume share of 10%, a 179% year-on-year increase, and a revenue share of 13.5%, ranking third. Its sales volume nearly doubled year-on-year, and it launched the new P30 priced at 2699 yuan at the end of February, expanding into the mid-range market.
• Bubugao ranks sixth in both sales volume and revenue, with a sales volume share of 5.3%, a 6% year-on-year increase, and a revenue share of 4.8%, a 22% year-on-year increase. Its year-on-year growth in the Douyin e-commerce channel is about 190%, driving the overall online sales volume growth.
• Hiwonder, in seventh place, saw a significant increase in sales volume by 52% and a 1% increase in revenue. In the first quarter of last year, the brand's product line mainly targeted the mid-to-high-end market above 3000 yuan. However, the launch of the T1 product priced at 1399 yuan in December last year on the Douyin platform was a major reason for the significant difference in sales volume and revenue growth.
• XIAOBAWANG entered the top sales list with low-priced small-sized products, while BOE Xiaokeping entered the top revenue list.

The report data shows that in the first quarter of 2024, the average price of learning tablets in the online market was 3357 yuan, an increase of 573 yuan compared to the same period last year, with a high growth rate of 20.6%.

In terms of price segments, the highest sales volume share was in the 1000-1999 yuan range, at 21.8%, but it showed a significant downward trend, decreasing by 22.7 percentage points compared to the same period last year.

Xiaodu and iFLYTEK upgraded their mid-to-low-end product layout to the mid-range price range of 2000-2999 yuan, leading to a 17.7 percentage point year-on-year increase in the share of the 2000-2999 yuan price segment, with the two brands together accounting for nearly sixty percent of the market share.

At the same time, the share of the high-priced market above 6000 yuan was 16.4%, an increase of 11.4 percentage points compared to the same period last year. Xueersi, through the high-end new product launched at the end of last year, occupies over seventy percent of the share. The screen sizes of educational tablets typically range from 10 to 14 inches. Data from reports indicate that in the first quarter, the mainstream sizes were 10-12 inches, accounting for 56.9%, maintaining stability year-on-year; 12-14 inches accounted for 26.8%, showing a growth of 6.7 percentage points year-on-year; while large-sized products above 14 inches accounted for 8.8%, declining by 5.6 percentage points year-on-year.

Furthermore, the prevalence of high-resolution screens in educational tablets has increased. In the first quarter of 2024, the market share of 2K resolution reached nearly 70%, a decrease from the same period last year; whereas the combined market share of 2.5K and higher resolutions was 16.9%, a significant increase of about 13 percentage points from the previous year.

The standardization of stylus pens further enhances the functionality and operational convenience of products. In the first quarter of 2024, the sales proportion of educational tablets with standard stylus pens reached 43.3%, marking a substantial increase of 30.1 percentage points from the same period last year.