First half of notebook market research report

In the first half of 2013, the overall pattern of the Chinese notebook computer market remained stable, and Lenovo still leads the notebook computer market. At the same time, with the development of science and technology, high-tech has accelerated the replacement of notebook computers, and the attention of ultra-polar users has steadily increased.

Report summary

• Brand focus: The top fifteen major brands dominated the overall notebook market, accounting for more than 90% of the attention ratio. Lenovo dominated the game and the top three players have a solid position.

• Pattern of product types: Traditional notebooks accounted for more than 70% of the attention ratio, ultrabooks accounted for over 20%, and the degree of attention remained steady. Although the proportion is low, it maintains a steady increase in the degree of attention.

• Price segment structure: High-end price laptops have the highest degree of attention, among which laptop computers with 3000-4999 yuan account for nearly 50%.

• Types of graphics cards: Although the degree of attention of discrete graphics cards has fallen, it still takes 40% of attention.

• Hard disk capacity structure: 500GB hard disk capacity continues to rise, and SSDs are attracting attention

• Processor Architecture: The Intel Core i5 3 Generation Series has become the most watched processor for two consecutive quarters.

• Screen size structure: 14-inch notebooks are the most popular, and 15.6-inch laptops are the runners-up.

• Analysis of mainstream brands: The pattern of brand awareness remains stable and Lenovo is far ahead. Asustek has a relatively high number of mid-to-low-end price products.

I. Market Overview

• Brands are concerned about the overall pattern of stability

In the first half of 2013, the overall attention of the Chinese notebook computer brand remained stable, with the first tier led by Lenovo, Asus, and Hewlett-Packard accumulating more than 50% of the total attention, and other brands accounted for less than 10%.

• The degree of attention of the super pole product has risen steadily

In terms of product type, traditional notebooks still occupy the dominant position of attention. However, with the pursuit of "portability", "appearance" and "performance" by users, the proportion of ultrabooks has maintained a steady upward trend.

• The price focus is mainly on high-end notebooks

High-end price laptops have become the mainstream of consumer attention, and major computer makers are also focusing on the concept of “lightweight and portable” and “ultrabook” in the mid- to high-end price line.

• Discrete graphics cards, dual graphics cards are favored by consumers

With the "high experience" and "low energy consumption" becoming the main demand of users, the discrete graphics cards and dual graphics cards have established their dominant position in the product attention pattern.

• Intel Core i Series processor exclusive 90% market attention

The processor market is dominated by Intel, with the Core i5 3 generations being the most concerned, reflecting the concentration of consumer attention on products loaded with Intel processors.

Second, brand attention pattern

• Lenovo pushes the pack, with the top three most concerned

In the first half of 2013, Lenovo (including ThinkPad) beat major computer makers by 29.1%, while Asustek and Hewlett-Packard ranked second and third respectively with 14.1% and 11.4%. All other brands are less than 10%. In addition, the top ten brands accounted for 94.3% of the attention ratio, and the brand focused on the higher concentration.

• The top three remain stable, Samsung Sony location swap

Comparing the pattern of brand awareness in the notebook market in the first and second quarters, Lenovo and Asustek’s attention ratio declined 0.2% and 0.9%, respectively, in the second quarter, but their status as champions and runners-up was firm and accounted for more than 40% of the notebook computer market. Judging from the brand rankings, the top fifteen major brands have remained unchanged except for the eighth-placed Samsung and the ninth-placed Sony.

Third, the product focus on the pattern

(I) Product Focus Pattern

• Lenovo Y400N-ISE is the most watched

In the first half of 2013, laptop products were concerned about the rankings. Lenovo's Y400-ISE had the highest proportion of attention and became the most watched notebook product. The product price was 6,500 yuan, and the Core i7 processor was used. The Asus VivoBook S400EI3317CA was ranked second in the second place. .

• Lenovo's three products reached the top ten, Asus took second place and won second place

From the perspective of the brand to which the product belongs, Lenovo's three products entered the top ten, and ASUS, Toshiba, Acer, Shenzhou, Hewlett-Packard, Haier and Dell each had a product list.

• Four ultrabooks in the top ten

From the product type point of view, there are four products in the top ten products that are ultra-portable, lightweight and portable. It can be seen that the ultrabook is attracting more and more attention from users, and thinness and portability are becoming the main products of notebook computers. Features.

• 14-inch, mostly with Core i Series products

In terms of product parameters, among the top ten products, there are five products that use Core i5 series processors and three models Core i7. At the same time, the number of notebooks with a screen size of 14 inches is the largest, reaching eight.

(B) Product Features

1, product type

• Ultrabooks focus on over 20%

By comparing the number of products in the first half of the year and the degree of attention, we can see that the sales volume of ultrabooks in the first half of the year accounted for only 13.1% of the number of laptops, but they received 22.4% of users' attention, reflecting the potential of the ultrabook itself. In the market environment where product “performance”, “shape” and “portability” are continuously increasing, there will be some room for growth in the ultrabook in the future.

• Super pole attention increased

In the second quarter of 2013, the proportion of attention in the ultra-pole book was 23.1%, an increase of 1.5 percentage points from the first quarter, showing an upward trend. Compared with the first quarter, the proportion of traditional notebooks has declined slightly, but it still occupies a dominant position in the market.

2, the price structure

• Central and high-end price segment notebook attention

Throughout the price segment concerned about the distribution, you can see 4000-4999 yuan price segment of the product's attention. The attention rate of 3000-7999 yuan price segment products is 82.1%, which reflects that the users in the first half of the year have focused more on the products in the mid- to high-end price segment.

• The degree of attention in the mid-end price segment decreased slightly, and the attention in the two levels returned to temperature

In the second quarter, product attention in the price segment of 3000-5999 yuan was 3.1 percentage points lower than that in the first quarter, but mid-end price products still accounted for more than half of market attention. In contrast, the degree of attention of products above 6,000 yuan and below 3,000 yuan has rebounded. The price of products under 3,000 yuan has risen by 1.5 percentage points. It can be seen that the high-end, high-configuration, and low-end price advantage of high-end price products are affected. The user's attention.

3, graphics structure

• The highest level of attention for discrete graphics

In the first half of the year, discrete graphics cards ranked first with 42.9% of attention, and dual graphics cards and core graphics cards ranked second and third. Since the advent of the discrete graphics card, it has attracted consumers' attention with its outstanding performance, and the dual graphics cards have received more than 30% attention for their "1<1+1<2" features, and the integrated graphics attention ratio is only 2.9%.

4, hard disk structure

• Large-capacity hard drives occupy the main market

In the first half of 2013, the 500GB hard drive demonstrated its dominant position in the notebook market with a 41.4% focus. 750GB and 1TB are ranked second and third respectively with 12% and 11.7% attention. As a whole, the high-capacity hard disk products in the notebook computer market in the first half of the year attracted much attention from users. The attention rate of products with a hard disk capacity of 500 GB or more was 65.1%, reflecting the consumers' preference for large-capacity hard disks.

• Increased attention on SSDs

Solid-state drives have the advantages of "no noise", "fast speed", "stability", and "small size", and have attracted more and more attention from users since their launch. From January to June, the attention of products using solid-state drives (including hybrid drives) maintained an overall upward trend, reaching the highest value of 29.2% in June.

5, processor structure

• Intel Core i series thrive

Intel and AMD took the top ten processor attention, Intel Core i5 3 generation series because of its high cost performance with 46.8% of the attention ranked first, Intel Core i7 3 generation series and i3 3 series of second and third place. Overall, Core i-series processors dominate the mainstream market.

6, screen size structure

• 14-inch product attention over 60%

From the screen size point of view, the first half of the 14-inch products with 60.8% of the attention of the most favored users, 15.6-inch products received 19.4% of the attention, the rest of the laptop notebook computer attention less than 10%. This is also the reason why eight of the ten products with the highest degree of concern are 14-inch products.

Fourth, mainstream brand analysis

(I) Focus comparison of mainstream brands

• The brand attention pattern remains stable

In the first half of the year, the pattern of attention of notebook brands remained stable, and the changes in the attention levels of major brands did not exceed 1%, reflecting that the competition in the notebook computer market was still among mainstream brands.

• Lenovo’s attention is far ahead

In the first half of the year, Lenovo’s attention was far ahead of other brands and remained stable, and the gap between ASUS and HP’s attention was gradually narrowing.

(II) Comparison of price segments of mainstream brands in sales

• The majority of ASUS low-end price products

In the first half of the year, the proportion of the three major brands selling products at the mid-end price was more than 40%. ASUS performed particularly well. The number of products in the price segment under 6,000 yuan accounted for 85.3% of the total, of which 3,000 yuan or less accounted for 16.4% of the price segment is much higher than Lenovo and HP.