October China Superbook Market Analysis Report

In October 2013 in China's ultrabook market, the pattern of market attention remained basically stable, and Lenovo still led the ultrabook market. It is worth noting that Asustek and Microsoft have significantly improved their brand awareness and rankings in this month. Microsoft's Surface Pro2 (64GB/professional edition) will be among the top three product watchers this month, with new users paying relatively more attention.

Report Highlights • Brand Landscape: Lenovo’s brand awareness exceeds 30%, while Asus brand’s attention ranks back to second place.

• Product Landscape: Microsoft Surface Pro Series is the top ten products, and Shenzhou UT43 D1 occupies the price advantage.

• Product category and positioning: Domestic brands have a relatively low degree of concern, and deformed ultrabooks have increased their attention.

• Price structure: The price segment of 4000-5999 yuan is favored by users.

• Product features: Windows 8 system products are over 80% attention; Dual-display ultra-pole users have increased their attention; SSD solid-state drives are extremely focused.

First, the brand attention pattern • Lenovo brand attention over 30% in October ultra-pole market, Lenovo (including Thinkpad) with 31.1% of the user's attention to win the championship brand and lead the obvious; Asus, Hewlett-Packard and Dell ranked second In the fourth place, brand awareness was 11.7%, 9.2%, and 8.8%, respectively. The competition of the three brands was particularly fierce. The attention of other brands was below 8.0%. According to the distribution of user attention, the attention of the top three brands exceeds 50%, and the degree of attention of the users is relatively concentrated.

• Asus brand's attention to rankings returned to second place. Compared with September-October brand awareness data, Lenovo brand awareness in October was 31.1%, which was basically the same as in September. Both ASUS and Microsoft’s brand awareness have risen this month, with Asustek rising from 7.8% in September to 11.7% in October, a larger increase, and the rest of the brand’s users’ attention has remained relatively stable.

The brand is concerned about the list. Although there was no change in the top ten brands before this month, some brands were concerned about the ranking changes. Among them, it is worth noting that in October, Asus and Microsoft both rose by four places, ranking second and sixth respectively; the rankings of Hewlett-Packard, Dell, Sony, Toshiba and Samsung’s five brands declined in different degrees.

Second, the product focus on the pattern (a) product focus on the structure • Microsoft Surface Pro series of two products on the list in October ultra-pole market, Lenovo Yoga11S-ITH (Daylight Orange) is the most popular, with 4.2% of the user attention to the present The monthly product focuses on the championship; the ASUS VivoBook S400EI3317CA and the Microsoft Surface Pro2 (64GB/Professional Edition) are ranked second and third, with product visibility of 3.6% and 3.4% respectively. It is worth noting that two Microsoft Surface Pro series products were on the list this month. Among them, the Surface Pro 2nd generation products were among the top 3 in the list, and the new products market responded well.

• Most of the Intecore i5 series products are based on the CPU models used in the products. Six of the products on the list this month are Intel Core i5 series processors, of which the 3317U and 3337U models each occupy three models. Focus on more than 5,000 yuan. The price of products using Intel i3 series processors is relatively low, and the product prices are all below 5,000 yuan.

• The price of the Shenzhou UT43 D1 product is relatively low. The average price of the ten products before the first month of this month was 5,334 yuan. There are five products under 5,000 yuan. The price advantage of the Shenzhou UT43 D1 product is outstanding, and the market price is only 3,999 yuan, much lower than other products. Nine products. In contrast, Microsoft's Surface Pro2 (64GB/professional) has the highest relative price, reaching 6,588 yuan.

(II) Product features 1. Product categories • Relatively low attention from domestic brands In the October ultra-pole market, ZDC statistics showed that the domestic brand products accounted for 48.7% of this month, which is basically the same as foreign brands. Regarding the proportion of products concerned, in October, the attention of domestic brand users was 39.4%, which was 21.2% lower than that of foreign brands. Overall, domestic brands are evenly matched with foreign brands in terms of product quantity, but they are relatively low in terms of product attention.

2. Product Positioning • Commercial ultra-pole products account for a relatively high October ultra-pole market, from the perspective of product positioning, the highest percentage of commercial ultra-polar products, reaching 44.1%; touch ultra-pole to 32.5% of the product The percentage is close behind. Compared with commercial ultrabooks and touch ultrabooks, the deformed ultrabook is still an emerging product, and its product accounted for only 16.5% this month.

• Contrast with the increase in the degree of attention of the metamorphosis ultra-pole Note from 9 to 10 months of different positioning products. This month, the touch-sensitive ultrabook is still the product with the highest degree of user attention. The degree of attention of the product reaches 47.3%; commercial ultrabook and deformation The degree of attention of the ultra-pole products is basically the same, which is 28.3% and 24.7% respectively. Regarding the changes in the proportion of products concerned, this month's attention to the ultra-transformed ultra-polar products increased from 22.3% in September to 24.7% in October. The degree of concern for both touch-based ultrabooks and commercial ultrabooks has declined slightly.

3, the price structure • 4000-5999 yuan price segment products favored by the user in October ultra-pole This market, ZDC statistics show that the price segment of 4000-5999 yuan is still the highest degree of attention to the user's product, its attention to achieve 44.6%. 6000-7999 yuan price segment products to 25.0% of the product attention ranked second, the rest of the price segment product attention are less than 20%.

Product attention to the proportion of changes, this month, 4000-5999 yuan and 4,000 yuan price segment following the rise in product attention, which 4000-5999 yuan price segment product attention increased significantly. Affected by this, the attention rate of mid-to-high-end models in the 6000-11999 price segment has declined to different degrees.

4, operating system • Windows 8 system product attention over 80% of ZDC statistics show that in October ultrabook market, Windows 8 system product attention is 82.9%, compared with 11.4% of Windows7, the user attention is relatively more concentrated. The proportion of products, this month, Windows8 products accounted for 75.0%, the number of products has obvious advantages, but also shows that the manufacturers in the Windows8 product investment.

5, graphics structure • Dual graphics products increased attention in October ultra-pole This market, ZDC statistics show that the use of ultra-pole core graphics still favored by the user, its product attention is 65.9%. The dual graphics card and discrete graphics products are relatively low attention, respectively, 18.1% and 15.9%. Concerned about the proportion of changes, this month, dual-graphics product attention rose, compared with September rose 3%; core graphics products attention is basically the same as last month, the independence of graphics card products than the September decline in the degree of concern is more obvious.

6, memory structure • 8GB memory ultra-pole This concern ZDC statistics show that in October 4GB memory ultra-pole product attention is 72.6%, compared with other memory ultrabooks, user attention is relatively more concentrated. Regarding changes in product focus, the 4GB memory product this month is still above 70%, but it is down 4% compared to September; this month's 8GB memory product shows an increase in concern, from 11.2% in September to October. 15.0%.

7. Hard disk structure • SSD solid-state hard disk products show increasing concern ZDC statistics show that the ultra-polarity of the hybrid hard disk and SSD solid-state hard drive is basically the same in this month. The product attention is 48.7% and 48.6%, respectively. The gap of attention is only At 0.1%, competition is relatively intense. In terms of product focus ratio changes, the ultra-polar SSD products of the SSD showed a slight increase this month, up 0.9% from September.

8. Screen Structure • Small-screen Ultrabook This is the focus of users. In October, the ZDC statistics show that the user’s attention is still focused on 14-inch ultrabooks. The product’s degree of attention is 43.6%, which is basically the same as September. Flat. Concern about the proportion of products concerned, this month's attention rate of 11.6 inches and below has risen sharply, from September's 19.7% to 23.2% in October, up 3.5%; 12.5 inches of product attention has declined, compared with September decline 3.4%, other screen size product attention changes are within 2%.

III. Analysis of Mainstream Brands (I) Average Price Analysis of Mainstream Brand Products • ASUS products have obvious price advantage in October In the notebook computer market, ZDC statistics showed that the average price of the overall market products this month was 6624.5 yuan, a decrease of 37.5 yuan from the previous month. Among mainstream brands, Lenovo's ThinkPad products are mostly high-end business ultrabooks because of their product positioning, so the average price of products is relatively the highest, reaching 8442.5 yuan; Dell's average price of 7674.8 yuan is ranked second. In comparison, the price advantage of ASUS's ultrabook is relatively obvious. The average price of its products is only 5602.2 yuan, which is 1022.3 yuan lower than the average price of shopping malls.

(II) Contrast of single-item attention rate of mainstream brands • Relatively high attention rate of Lenovo single-item products ZDC statistics show that Lenovo’s single product attention rate is 0.42% this month, and its single product attention rate is relatively high compared with its main competitors. Dell ranked behind Lenovo with a gap of 0.05%. Other mainstream brand single product attention rates were below 0.35%. Among them, the ThinkPad service population was mainly targeted at high-end business people, so its single product attention rate was relatively low.

(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.)

ZDC concluded that the brand's attention to the overall pattern remained stable in the ultrabook market this month, but the competition among brands has become more intense. Product prices, the overall market price of this month's product is 6624.5 yuan, but the user focus is mainly concentrated in the 4000-5999 yuan price segment products, we can see that the ultra pole product price is still not reached the consumer's ideal price.