Noor mahnoor
On August 27, RUNTO released the “Monthly Tracking of China’s Learning Tablet Retail Market” report. Information shows that in the first half of 2024, the omnichannel sales of Learning tablets in China reached 2.579 million units, a year-on-year increase of 23.4% in 2023.
The market growth is primarily driven by education and training companies shifting to hardware, technology companies integrating large-model tech, and the increasing consumer demand for high-quality educational resources.
Moreover, the online market now leads, accounting for 65% of sales. Notably, sales grew by 62.9% year-on-year. Additionally, emerging e-commerce platforms like Douyin saw impressive results, contributing 62.6% of sales, up 113%. In fact, Douyin alone accounted for 46.2% of online sales.
In contrast, offline channels’ market share declined from 53% in the first half of 2023 to 35%. However, the rise of AI smart study rooms has brought new opportunities for growth in offline channels.
The average online retail price of learning tablets increased by 15% year-on-year to 3,176 yuan, reflecting that consumers are willing to pay higher prices for high-quality products. The sales share of products above 6,000 yuan reached 16.3%, mainly due to the contributions of brands such as Xueersi and iFlytek. In addition, the sales share of products in the 2,000-2,999 yuan range increased by 17.4 percentage points, reaching 22.9%.
Education and training companies dominate the learning tablet market, with Xueersi and Yuanfudao ranking first in sales and sales respectively. Xueersi leads the sales list with its 6,000+ high-priced products, while Yuanfudao relies on learning machines to maintain its top spot in sales. Zuoyebang’s sales have also increased significantly, mainly in the price range of 1,000-1,999 yuan.
Product screen sizes are becoming larger and healthier. The proportion of 12- to 14-inch screens rose from 21.6% to 28%. Screens larger than 14 inches also increased, from 6.7% to 7.2%. Meanwhile, the adoption rate of ePaper screens grew from 6.5% to 18%. Display technology is advancing to reduce blue light, stroboscopic effects, and glare.
The application of AI technology has become a key selling point for learning tablets. Mainstream brands have launched products integrated with large AI models to meet students’ needs for personalized learning. AI improves learning efficiency, customizes personal learning plans, and provides emotional support.
RUNTO predicts that omnichannel sales of learning tablets in China will reach 5.861 million units in 2024, a 24.2% increase. As technology and the market evolve, learning tablets will continue to drive growth in China’s educational technology sector.
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