China's notebook computer market analysis in November

In November 2013, in China's notebook computer market, Lenovo remained the brand with the highest concentration of users. With the addition of Dell, brand competition became even fiercer. Product concern list, Lenovo this month, although there are still three products on the list, but Asustek, Toshiba and Shenzhou have two products are selected in the top ten, reflecting Lenovo's attention to the list of product advantages are gradually shrinking.

Report Highlights • Brand focus: The brand attention pattern remains stable, and Lenovo’s brand awareness has increased slightly.

• Product focus: Lenovo Y400N-IFI(H) is the most user-focused, and Acer E1-471G-53234G50Mnks has obvious price advantages.

• Product category and positioning: The domestic brand's attention has risen slightly, and the ultra-pole product's attention has rebounded.

• Price structure: 3000-4999 yuan has the highest proportion of product in the price segment, and the price of product in the price segment of 8000-11999 yuan has increased.

• Product parameters: Windows 8 system products are favored by users; core graphics notebooks have increased concern; 8GB memory products have increased concern; Intel Core i5 3 generations of products have dominated the market.

• Brand analysis: Lenovo’s brand awareness has steadily increased, and the attention ratio between Asus and Hewlett-Packard brands has remained relatively stable.

First, the brand attention pattern • Lenovo Qilian brand focus on the championship In November, the laptop market, Lenovo to 28.3% of the user attention Qilian brand attention to the championship, Asus, Hewlett-Packard and Dell ranked second to fourth, the brand attention rate is 13.8 %, 11.3% and 11.0%, the attention of other brand users is below 10%. From the distribution of brand awareness, Lenovo is still leading the brand watch this month, and the Asus, Hewlett-Packard and Dell brands in the second camp are more competitive.

• Brand attention pattern remained stable Lenovo’s attention rose slightly Compared with the October-November laptop brand attention ratio data, the brand attention pattern remained stable in November, and the top ten brands’ attention remained unchanged. Concerned about the proportion of changes, this month, Lenovo, Hewlett-Packard, Dell and Shenzhou brand attention has increased compared to October, although the remaining brand user attention has declined, but the rate of change remained within 1%.

Second, the product focus on the pattern (A) product focus on the pattern • Lenovo Y400N-IFI (H) the most user-focused November notebook market, Lenovo Y400N-IFI (H) to 2.0% of the degree of attention this month became the most popular users The products, ShenZhen Ares K580C-I7D1 and ASUS X550XI323VC-SL won the runner-up and second runner-up, product attention was 1.6% and 1.4%. Looking at the disparity in attention ratio, the competition between the champions and the runners-up this month is fierce, and the gap between them is less than 0.5%.

• The price advantage of Acer E1-471G-53234G50Mnks is obviously from the brand of the listed products. The ten products of this month belong to five brands Lenovo, Shenzhou, Asus, Toshiba and Acer. Lenovo's products have three models and the remaining four are listed. There are no more than two brands in the list. In terms of product prices, only the Toshiba X70-ATO1S product price exceeded 10,000 yuan this month, and the average price of the remaining nine products was 5677 yuan. The price advantage of the Acer E1-471G-53234G50Mnks was obvious, and the market price was only 3,350 yuan.

(II) Product features 1. Product categories • Attention from domestic brands rose slightly In the notebook computer market in the month of November, ZDC statistics showed that foreign brand notebooks were still favored by users. The product’s attention this month was 61.6%, which is higher than that of domestic brands. 23.2% higher. Regarding the changes in the proportion of products concerned, the attention of domestic brand users rose slightly, from 36.6% in October to 38.4% in November.

2. Product Positioning • Contrast with the increase in attention of Ultrabook products from October to November According to the data of different positioning products, the notebook computer market is still dominated by traditional notebooks, and its product attention rate continues to stay above 60% this month. The ultrabook has obvious advantages over the lead. Regarding changes in the percentage of users concerned, this month the ultrabook stopped its downward trend in the first two months. User attention increased by 1.3% from October.

3, the price structure • 3000-4999 yuan price segment products accounted for the highest in November notebook market, ZDC statistics show that the price segment of 3000-4999 yuan to 43.2% of the product accounted for the highest price segment in the first, 5000-7999 yuan The price segment below 3,000 yuan was ranked second and third respectively, and the proportion of products was 22.1% and 14.5%. From the perspective of product distribution of different prices, the competition between major manufacturers is mainly concentrated in the mid-range price notebook.

• The rising price of product attention in the price segment of 8000-11999 yuan The ZDC statistics show that the attention rate of the product in the price segment of 3000-4999 yuan this month is 49.4%. Compared with other price segments, the user’s attention is relatively concentrated. Concerned about changes in the proportion of this month's 8000-11999 yuan price segment product attention rose, from 7.7% in October rose to 8.9% in November. Affected by this, the price of 3000-4999 yuan in the price segment has declined, and the user interest in other price segments has remained stable.

4, operating system • Windows 8 system products favored by users ZDC statistics show that in November notebook market, the use of Windows8 system notebook favored by the user, its product attention reached 53.5%, while the Windows7 system users are relatively Low, only 8.3%. Concerned about the proportion of changes, the focus of Windows8 system products continued to rise in October, an increase of 0.9% compared with October.

4, graphics structure • Core graphics notebook attention ZDC statistical data show that in November with a discrete graphics notebook users the highest degree of concern, reaching 41.3%; dual graphics and core graphics notebooks followed closely, the product attention was 35.3% And 20.5%. Concerned about the proportion of changes, this month's core graphics product attention rose, compared with 2.5% in October; compared with discrete graphics products, the degree of concern fell from 44.0% in October to 41.3% in November, while Dual graphics and integrated graphics products remain stable.

5, memory structure • 8GB memory laptop attention increased in November notebook market, ZDC statistics show that 4GB memory notebook accounted for 70% of the market share of attention, and the remaining memory capacity products are below 15%. Concerned about the proportion of changes, this month, 4GB of memory notebook users remained at 70% or more, but compared with October, it decreased by 2.4%, while 8GB of memory product attention increased, reflecting the large-capacity memory products by the user.

6. Processor Architecture • Intel Core i5 3 Series products occupy the mainstream of the market In November, the ZDC statistics show that the Intel Core i5 3 generation series products occupy the mainstream of the market, and its product attention ratio is 37.8%. More focused. This month, Haswell architecture processors continued to receive attention from users. Among them, Intel Core i7 4 series and i5 4 series products were among the top three, with user attention being 16.0% and 14.2%, respectively. Other processor products have relatively low attention.

7, screen structure • 15.6-inch notebook attention rose in November notebook market, ZDC statistics show that 14-inch notebook is still the most concentrated product of the user's attention, accounting for nearly half of the market share of concern. Concerned about the proportion of changes in this month, 13.3-inch and below and 15.6-inch notebook products have increased attention, of which 15.6-inch product attention compared with September rose 2%.

Third, the brand analysis (a) concerned about the proportion of trend analysis • Lenovo brand showed a steady increase in the trend of trends In the notebook computer market in November, the brand's attention to the pattern remained stable, compared with the user attention in October did not occur a larger shift. Among the mainstream brands, Lenovo showed a steady upward trend, with its attention on the 30th of 29.7%, a slight increase of 1.3% from the first day, while the ratio of attention between Asus and Hewlett-Packard brands remained relatively stable.

(II) Price analysis of mainstream brand products • Lenovo’s products with over 8,000 yuan accounted for over 20% of the November notebook market. From the perspective of product distribution of different prices, Lenovo, Asus and Hewlett-Packard’s three brands all have a price range of RMB 3000-4999. Lord, of which Asustek's 50% laptops are concentrated in the 3000-4999 price segment. In terms of high-end products, Lenovo’s products in the price segment of more than 8,000 yuan this month accounted for over 20% of the price. Compared with Asus and Hewlett-Packard, high-end models accounted for a relatively high proportion.

ZDC concluded: In November, the number of products sold in the notebook computer market reached 3,279, belonging to 33 brands. In terms of user attention, the gap between the top ten products in this month's product watch list is small, and the gap between the top and second runner-up is only 0.4%. Therefore, the product watch list in December may change significantly.