In the traditional impression, unlike Android and iOS, which compete fiercely in the mobile phone market, Apple has almost no rivals in the tablet field. Whether it is experience or shipment, the iPad is a perfect ride.

But the latest Chinese market data shows that in the tablet space, Apple gave up the top spot.

A burst of money to promote Huawei’s counterattack in China

On the afternoon of November 8, third-party data research organization IDC released shipment data for the Chinese tablet market in the third quarter. Throughout Q3, the Chinese market shipped approximately 5.67 million tablet PCs, which maintained a year-on-year growth for six consecutive quarters. The tablet market did not experience a recession.

Rating is worthy of attention. The Wannian apple in the tablet market was overtaken by Huawei in terms of shipments. In the quarter, Huawei’s total shipments were 2.12 million units, up 24.4% year-on-year, and its market share was 37.4%. It was the first time to come to the top.

Apple also had a 12.2% year-on-year increase, but shipments declined somewhat from the previous quarter:

The two basically constitute the leading setThe group, the third-ranked millet, has a share of only 5.9%.

In the second quarter, with the strong performance of the iPad mini 5 and iPad Air 2019 (with the latest A12 processor at the time) and the improved iPad Pro product line, Apple achieved 233 in a single season. Wantai’s shipments have become the biggest winner in the Chinese market.

And Promoting Huawei to counterattack in Q3 is also a new product.

Huawei’s main product for the quarter was M6, which was released in June and began mass shipments in the third quarter. This device is available in two sizes. The price of 10.8 inches is 2,249 yuan, and the 8.4-inch price is 1949 yuan. It uses Huawei’s latest Kirin 980 processor at the time of release, supports 2k resolution, dual speakers, native split screen function and so on. It can be said that in the case of the poor experience of the Android tablet, the Huawei M6 is indeed a dwarf general.

In addition to products, Huawei’s channel advantages cannot be ignored. A clear trend is that the “authorized experience store” in the mall has become the main channel force under the line.

In September of this year, Zhu Ping, President of Huawei Consumer Business Greater China According to the disclosure, the number of stores including Huawei’s direct stores and authorized stores has reached 7,500, of which about 1,500 are located in the third and above cities. The form of the experience store is an upgrade of channels, except for mobile phones. The product has more display space, and each experience store has a dedicated counter to display tablet and PC products.

In addition, from statisticsAs can be seen in the figure, the Detachable Tablet (pluggable keyboard tablet) is counted in the big category of the tablet. In fact, this is a cross-border product, a transition from tablet to PC.

Although Apple also added keyboard support for iPad Pro, it is still a traditional tablet form. Huawei’s Detachable Tablet (pluggable keyboard tablet) and traditional tablet use Windows and Android respectively, which is a small bargain.

However, it should be noted that due to trade friction, Huawei’s Windows system products are no longer authorized, Matebook e is directly removed from the e-commerce channel, Q4 statistics will reflect this impact.

Product strength, cost performance, M6 price is not high, the old variety of promotional activities, coupled with the advantages of channels and brands, thus the rapid growth of Huawei tablet in the Chinese market.

The global market is another scene

But in the global market, Apple still maintains considerable dominance. Its shipments in the third quarter reached 11.8 million units, an increase of 21.8% year-on-year, and the share of the second and third Amazon and Samsung combined. This quarter, Apple updated the entry-level iPad, which led to a certain growth.

Huawei’s share fell 4.4% year-on-year to 9.5%, and shipments were 3.6 million units. In simple calculations, Huawei’s domestic shipments accounted for more than 58% of shipments, compared with 16% for Apple. It can be said that Huawei tablet has only a large influence in China, and the iPad is still a global explosion.

In the global market, Amazon has grown significantly, replacing Samsung as the world’s second. Amazon’s Fire series tablets, featuring low prices combined with Amazon’s own ecosystem, AndrOid tablets also have considerable shipments in the global market, compared to products, prices and channels.

This year, Q1, Huawei’s tablet still has 8% growth in the world, but it has been falling continuously since Q2. Trade friction is one of the key factors. Huawei M6 is unable to use Google services, which has a great impact on overseas sales. Huawei’s traditional advantages in China cannot be replicated well in the world. Coupled with the strength of its competitors, there has been such a sharp contrast between domestic and foreign markets.

With Huawei’s current brand volume, any hardware products are not for sale in the domestic market. But how to bloom outside the wall is a question that needs to be considered.

Don’t sing again

The tablet market has always been stunned, especially if smartphones have already peaked. However, after several adjustments in the tablet market, it has found a suitable position.

High prices, big screens, productivity and other keywords have stimulated further growth in the tablet market. In the case of mobile phone screens getting bigger and stronger, and the performance is getting stronger, the tablet PC gradually replaces the functions of some PCs, and it is obviously developing in this direction.

The iPad-based, Samsung S6, and higher-priced products are gradually being accepted by the market. IDC’s report also mentioned that demand for mid- to high-end products of more than 2,000 yuan has grown significantly. Tablet PC products are willing to pay more for this as long as they meet the user’s appeal.

Unbeing the optimistic Android tablet, there is still a certain living space, first of all, the price is cheap. Looking at the drama, chasing after the game is still a good choice. As you can see, Surface and today’s iPad are all under the banner of productivity tools. The Android tablet is generally the main “big screen audio and video entertainment”, which is also due to the ecological gap between the two.

In addition, although the closure of the iOS system brings a better experience, this isolation is sometimes a threshold. In terms of games, the game of double-end intercommunication is quite rare. If a user accumulates game data on an Android phone, then he wants to switch to a big screen device for the game. The Android tablet is the only choice. Selecting the iPad means from Start at zero.

IDC also said that from the second half of 2019, Chinese consumers are on the big screen,The demand for large memory tablets is even more pronounced. Q3 10-11 billion equipment shipments rose from 16.0% in the same period last year to 49.4%, and the share is close to half. IDC analysts also mentioned that the next 10 inches of large-screen devices will become mainstream in large-screen smartphones. Under the impact of the impact, the living space of devices like the iPad mini will be further squeezed.

No matter productivity, but the entertainment, the big screen has a natural advantage. Under the leadership of head manufacturers such as Apple, Huawei, Microsoft and Amazon, the tablet market still has room for growth.