Top 10 Chinese Monitor Market for Q1 2024: AOC, HKC, Xiaomi Lead Sales

According to the latest "Monthly Tracking Report on China Mainland Monitor Online Retail Market" released by Runto Technology on April 19, 2024, the sales volume of monitors in the online public retail market in mainland China (excluding content e-commerce such as Douyin Quick) in the first quarter of 2024 was 2.09 million units, a year-on-year decrease of 6%; and the sales revenue was 2.2 billion yuan, a year-on-year decrease of 12%. Pulsestacks has learned from the report that AOC dominates both online market sales volume and revenue, holding a share of around 15%, with slight growth. HKC and Xiaomi follow as the second and third in online market sales volume respectively.

KTC, SANC, and Titan Legion focus on the eSports sector, with penetration rates of their in-house eSports products exceeding 85%. Samsung ranks eighth in sales volume but rises to third place in revenue. In the mid-to-high-end product lines, Samsung's OLED and Mini LED products hold a leading position in the market share. In the first quarter of 2024, the average price of monitors in the online market was around 1072 yuan, a decrease of 38 yuan compared to the same period last year.

The mainstream price range remains between 500 and 1000 yuan, accounting for 47% of the market share, an increase of 5 percentage points compared to the same period last year. This growth is mainly driven by the downward shift of products in the 1000-1500 yuan price range.

The high-end market, priced at over 2000 yuan, is primarily dominated by products from top-tier brands such as Samsung, LG, and AOC. Overall, demand for mid-to-high-end monitors remains relatively stable, with market share holding steady. Luotu Technology believes that the development of the Chinese display e-commerce market has five distinctive characteristics:

• Overall market demand is sluggish. Short-term breakthroughs in the application scenarios and technological innovations of displays are difficult to achieve. Against the backdrop of weak economic recovery, terminal demand remains somewhat soft.
• Adjustment of low-price strategies is underway. With the rise in upstream panel prices in the first quarter of this year and increasing costs, some enterprises are beginning to adjust their low-price strategies in pursuit of better profit margins.
• Product homogenization and structural upgrades are occurring simultaneously. Current displays lack innovative reforms and new scenario expansions, but at the same time, product performance indicators are generally experiencing upgrades. Products in the 60Hz and 75Hz range are being iterated to 100Hz, while those at 144Hz and 165Hz are being elevated to 180Hz.
• OLED/Mini LED are being actively introduced into the high-end market. With the joint efforts of upstream panel manufacturers and terminal brands, the number of whole-machine brands and product models equipped with OLED and Mini LED has significantly increased.
• Traditional e-commerce platforms are facing scale bottlenecks, while other channels have yet to rise. In recent years, e-commerce channels have become the main battlefield of market competition. However, after the frenzy, changes in the scale of traditional e-commerce channels are becoming more moderate, and the development of emerging e-commerce channels still requires time.