February Mobile Phone Tablet Market Analysis Report

February Mobile Phone Tablet Market Analysis Report
In February, China’s mobile tablet PC market focused on the product list. Samsung’s five products ranked among the top ten and its market competitiveness was relatively high. In terms of prices, the price segment of 1000-1999 yuan this month has become the focus of attention of users. The brand's attention to the pattern has changed a lot. Among them, the cool than Rubik's Cube brand has risen sharply, and it has surpassed Lenovo's 2.4% advantage to catch up with Lenovo's rise to the second place.
Report points
• Brand focus: Samsung takes advantage of the brand's focus.
• Product Focus: The Cool Rubik's Cube TALK 7X wins the attention of the product.
• Price structure: The price segment of 1000-1999 yuan is most concerned by users.
• System Memory: 1GB system memory products dominate the market.
• Storage capacity: 16GB storage capacity The product is most concerned by users.
• Screen structure: The highest proportion of products with 1280x600 resolution.
• Brand analysis: Cool than Rubik's Cube and Lenovo competition is more intense.
First, the brand attention pattern
• Samsung takes advantage of the brand
In the mobile phone tablet market in February, Samsung took the top spot with 41.2% of the brand's attention, leading to obvious advantages. Cool Rubik's Cube, Lenovo, and Asustek are in the second camp, with market share of 18.7%, 16.3%, and 14.0%, respectively. The attention of the other six brand users is relatively low, all below 5.0%. As a whole, the top four brands accounted for 90% of the user's attention, and the remaining brands had limited upside.
• Cool Rubik's Cube rises to runner-up position
Comparing January-February brand-watching data, the Samsung brand's attention to advantage has further expanded this month. Kubi’s concern about the proportion has risen sharply, while the rankings have risen to Lenovo’s position. In the 4th to 10th places, Huawei and VOYO ranked differently, and GALAXY dropped to the ninth place. TG ranks tenth among the newest brands this month.
Second, product attention to the pattern
(I) Product Focus Pattern
• Cool Rubik's cube TALK 7X wins attention for this month's product
In the mobile phone tablet market in February, the Cool Cube TALK 7X won the attention champion of this month with a percentage of attention of 15.0%, and the Asus MeMO Pad HD 7 dual card version ranked second and third with the Samsung N8000. The proportion of attention was basically the same, with 10.8% and 10.2%, respectively, and the competition was fierce. Among the remaining seven products, the fourth to seventh users' attention is concentrated between 5.0% and 10.0%, and the eight to ten products are under 5.0%.
• Samsung N8000 market price is relatively highest
The average price of 10 products this month was 1804.9 yuan, Samsung N8000 market price is relatively the highest, reaching 3100 yuan; Cool than Rubik's Cube TALK 7X price is the lowest, only 399 yuan. Overall, Samsung’s six products are on the list, taking advantage of the number.
(b) Product attributes
1, the price structure
• 1000-1999 yuan price segment most users attention
In the mobile phone tablet PC market in February, from the perspective of product price, the price segment of 1000-1999 yuan is most concerned by users, and the proportion of attention is more than 40%. The price segments of 2000-2999 yuan and 500 yuan were ranked second and third respectively, and the proportions of products concerned were 19.2% and 15.4%, respectively. The proportions of products concerned in other price segments were all below 15.0%. As a whole, the thousand yuan mobile tablet PCs occupy the mainstream of the market.
2, system memory
• 1GB system memory products dominate the market
According to ZDC statistics, in the mobile phone tablet market in February, 1GB system memory products dominated the market, and the user’s attention reached 74.5%. 2GB system memory products ranked second, the proportion of attention was 24.4%, other system memory products concerned about the relatively low proportion, only 1.1%.
3, storage capacity
• 16GB storage capacity of the most user-focused products
From the storage capacity point of view, the products with 16GB storage capacity in February were the most concerned by users, and the share of attention was 45.2%. The 4GB storage capacity product ranks second with 36.8% of the attention ratio, and the 8GB storage capacity is the second highest. The users of other capacity products have relatively low attention. Compared with the overall market of tablet PCs, the 4GB storage capacity of users is more focused on the mobile tablet PC market.
4, camera
• Double camera product attention rate exceeds 90%
From the perspective of the number of cameras provided by the product, dual-camera products are favored by users in February, which is 94.4%. Single camera products accounted for a relatively low share of attention, only 5.6%. With the increasing self-photographing demand from users and the impact from large-screen smart phones, single-camera products will gradually fade out of market competition.
5, screen structure
• The highest proportion of products with 1280x600 resolution
ZDC statistics show that in the sales of mobile tablet PCs, the 1024x600 resolution products are the most, accounting for 41.9% of the total. The 1280x800 and 1024x768 resolution products accounted for 21.0% and 18.1%, respectively, and the other resolution products accounted for less than 10.0%.
In terms of user attention, the pattern of two strong competitions has already taken shape, 1024x600 and 1280x800 resolution products each occupy 44.4% and 46.6% of the market's attention, and the 1280x800 resolution has the highest relative attention rate.
• 7-8 inch mobile tablet is the most watched
In the mobile phone tablet market in February, the 7-8-inch products occupy an absolute advantage in terms of user attention, with a focus on 65.8%. 8-9 inches and 10 inches or more products are ranked second or third, with the share of attention being 16.7% and 13.0%, respectively, and the proportion of products concerned with other screen sizes is less than 5.0%. On the whole, 7-8-inch mobile tablet PCs have become the first choice for consumers in order to balance call and entertainment functions.
Third, brand analysis
(I) Focus on the proportion trend
• Cool Rubik's cube and Lenovo compete more fiercely
In the mobile phone tablet market in February, Samsung, Cool Cube and Lenovo cumulatively accounted for 70% of the market's share of attention, and the brand's influence was relatively high. Specifically, the Samsung brand's overall attention is on an upward trend, with the month-end increase of 4.9% compared to the beginning of the month. In contrast, the cool Rubik's cube fluctuates and the difference between the highest and lowest values ​​is 2.4%. In addition to the obvious decline in the first week, Lenovo maintained a stable trend for the rest of the time. At the end of the month, Lenovo was in a stalemate with the Rubik's Cube and the competition was fierce.
(B) analysis of single product attention rate
• Samsung's mobile tablet PC market has the highest competitiveness
Judging from the average competitiveness of the products in the market, Samsung’s mobile tablet PCs have the highest market competitiveness, with a single product focus rate of 6.9%. The Rubik's Cube ranked second with a 3.7% single item attention rate. Lenovo’s single product attention rate was only 1.6% due to its relatively large number of products.
(Note: The single product attention rate = the ratio of a brand concerned / the number of commercial products of the brand * 100%, the single product attention rate reflects the average competitiveness of a brand's products.)

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