According to the Zhitong Finance APP, recently, the International Data Corporation (IDC) released its quarterly tracking report for the Chinese tablet market for the fourth quarter of 2024. The data shows that the overall shipment volume of the Chinese tablet market in 2024 is 29.85 million units, representing a year-on-year growth of 4.3%, indicating a market recovery. In the fourth quarter, the market shipment volume was 7.86 million units, which decreased by 3.7% year-on-year due to inventory effects. With the implementation of the national subsidy policy in January this year, the demand in the Chinese tablet market will be further stimulated, and the market capacity at around 3,000 yuan is expected to see significant growth in the first half of the year, providing domestic manufacturers with greater development opportunities.

The consumer market demand in 2024 is experiencing a recovery, with an annual shipment volume growth of 4.8% year-on-year. Intense price promotions and a gradually rich selection of products in the mid-to-low price range have driven a significant increase in shipment volume in the market below 2,000 yuan, leading the consumption recovery. From a quarterly perspective, market promotions are becoming increasingly scattered, and manufacturers are advancing their shipment pace, resulting in a 3.1% year-on-year decrease in market shipment volume in the fourth quarter.

The commercial market in 2024 still faces significant challenges. Although manufacturers are actively shipping and trying to expand their sales, weak demand has still led to a year-on-year decrease of 0.8% in the overall annual shipment volume. In the segmented market, the education industry performs relatively well, as the compatibility of tablet products with educational scenarios is high, making it a focal point for manufacturers to explore deeply.

The market performance of the top five manufacturers in terms of shipment volume for the Chinese tablet market in 2024 and the fourth quarter is as follows:

Huawei

Huawei continues to hold the top market share for the quarter, and has ranked first in annual shipment volume. The Consumer sector was affected by a decrease in shipments at the end of the year, leading to a decline in market share in the fourth quarter. The new MatePad 11.5 2024 compensates for Huawei's lack in the 1500 yuan price segment, while the new MatePad Pro 13.2 enhances the tablet's connectivity and productivity attributes based on the HarmonyOS, strengthening Huawei's influence in the high-end market. In the commercial market, Huawei maintains the top market share, and although there is still some pressure on the supply of mid-to-high-end products, the situation has improved.

Apple

Apple (AAPL.US) ranks second in market share. Faced with fierce market competition, Apple’s shipments continued to decline in the fourth quarter, but the decrease has narrowed. In terms of products, the iPad Mini product line welcomed an update in the fourth quarter, with optimistic initial shipment figures. The sales of the new iPad Air, which launched in May, have gradually increased, making the iPad Air product line another growth point for the season aside from the new iPad Mini. However, the iPad Pro faces pressure on the sales front due to its high price, resulting in a decrease in shipment volume.

Xiaomi

Xiaomi (01810) ranks third in market share. The iteration of its flagship product line and local subsidy activities jointly propelled Xiaomi’s fourth quarter shipment volume to achieve a 41% year-on-year growth. The tablets 7 and 7 Pro released at the end of October further attracted consumers through upgrades in product performance, screen display, and multi-scene usage. At the same time, Xiaomi actively participated in local upgrade subsidy activities, further enhancing the cost-effectiveness of its products, stimulating purchasing enthusiasm, and effectively driving sales in both online and offline channels.

Honor

Honor ranks fourth in the market, with a surge in new products in the fourth quarter driving shipment growth. The consumer market welcomes three new products: GT Pro, X9, and V9, strengthening its product layout in the mid-to-high price range of 2000-3000 yuan and the entry-level range below 1000 yuan, with the launch of GT Pro further enriching Honor's product matrix. In the commercial market, Honor continues to leverage its price advantage while introducing the new Z6, further expanding its commercial product matrix and enriching its price range layout, laying a foundation for further transformation.

Lenovo

Lenovo (00992) ranks fourth in market share in the fourth quarter, with a year-on-year shipment growth of 10%. Product updates and promotional price reductions drive shipment growth in the consumer market. The Y700 series products have undergone updates and iterations, further strengthening Lenovo's advantage in the small-screen flagship vertical segment. The flagship new product, YOGA Pad Pro, aims for the market above 3000 yuan with its AI capabilities. Additionally, the sales of the Xiao Xin Pad Pro 2024 have shown significant growth due to promotional efforts. In the commercial market, Lenovo continuously enhances its service capabilities, maintaining relatively stable shipments amid weak overall market demand.

IDC China's senior Analyst Liu Yun stated that despite a slight decline in the market in the fourth quarter of 2024, the overall China tablet market shows signs of recovery throughout 2024. Apple has resumed its product update pace, and domestic brands are accelerating their upgrades and innovations to explore larger market space. In 2025, based on product performance upgrades and functional scenario expansions, national subsidy policies will further stimulate demand for tablet replacement and purchases, accelerating market development. At the same time, national subsidies may have a certain impact on the overall market rhythm, and industry partners need to cautiously monitor potential risks of demand overspending and actively plan and adjust flexibly.