October China Desktop Market Analysis Report

In the Chinese desktop market in October 2013, the number of products sold reached 1,418, an increase of 64 compared to September, and the overall market showed steady growth. Lenovo continued to lead the desktop market this month, while its IdeaCentre K415 became the most popular king this month. In terms of user attention, 4GB of memory and discrete graphics have become the focus of attention.

Report Highlights • Brand Focus: Lenovo's brand is focused on championships and Dell brand awareness is falling.

• Product Focus: Lenovo IdeaCentre K415 is the most popular concern.

• Product Positioning: Domestic brands are favored by users, and home desktops are increasing.

• Price Structure: • The price of product in the price segment of 3000-4999 yuan has increased.

• Product features: 4GB memory products users attention close to 50%; discrete graphics products attention increased.

• Brand analysis: The overall attention of Lenovo brand is on the rise, and the brand competition of the second camp is fierce.

First, the brand attention pattern • Lenovo Qilian brand focus on the championship in the desktop computer market in October, Lenovo to 52.9% of the user attention Qilian brand attention to the championship, Dell and Hewlett-Packard ranked second and third respectively, the brand awareness of 12.4% And 11.2%, the attention of other brand users is less than 10%. With regard to the proportion of users concerned, the cumulative attention of the top three brands exceeded 50%, and the brand effect was more obvious.

• Compared with September-October brand awareness data, Dell’s brand awareness declined. In October, Lenovo’s brand awareness was 52.9%, up 1.8% from September. The Dell brand's attention declined, from 16.3% in September to 12.4% in October. At the same time, its leading position with HP was already less than 2%. The rest of the brand remained relatively stable. The brand is concerned about the list. This month, Alienware's focus on rankings fell by two compared with September. Shenzhou and Tsinghua Tongfang took the opportunity to increase by one each.

Second, the product focus on the pattern (a) product attention to the pattern • Lenovo IdeaCentre K415 most concerned about the desktop computer market in October, Lenovo IdeaCentre K415 to 5.2% of the user attention to get this month's product attention champion, ASUS CG8890-C11C and Lenovo Erazer T430 Immediately thereafter, the product attention rate was 4.5% and 4.2%, respectively, and the remaining seven list products had less than 3% user attention. As for the product focus on the percentage gap, the competition among the top three players is relatively fierce, and the gap between them is no more than 1%.

• Lenovo's Yue Yue H430 price advantage is more obvious This month, there are two models in the top ten products with prices of more than 20,000 yuan, namely ASUS CG8890-C11C and Lenovo Erazer X700. The average price of the remaining eight desktop products is 4,294 yuan. There are three products under 4,000 yuan, of which the relative price of Lenovo's Jia Yue H430 is the lowest, the market price is only 3,100 yuan, and the product price advantage is more obvious.

(II) Product Attributes 1. Product Positioning • The degree of concern for home desktop computers rose in the desktop computer market in October. Compared with the proportion data of different positioning products from September to October, home desktop computers are still the focus of attention of users. Product attention was 66.1%, which was 32.2% higher than that of commercial desktops. Concerned about the proportion of changes, this month, the degree of attention of home desktop products rose, compared with September rose 5.9%, a larger increase.

• Foreign brands are favored by users. In the desktop computer market in October, ZDC statistics show that this month's domestic brand products have a focus of 61.1%, which is 22.2% higher than that of foreign brands, and they have an advantage in competing with foreign brands. Concerned about changes in the proportion of domestic brand users in October continued to rise, from 57.4% in September rose to 61.1% in October.

• Domestic brand price advantage The ZDC statistics show that the average price of desktop computers in October was 4674.0 yuan, down 122 yuan from the previous month. From the point of view of product attribution, the average price of domestic branded products this month is 4432.0 yuan, which is 967.9 yuan lower than that of foreign brands. At the same time, it is also close to the average price of the overall market, reflecting the obvious price advantage of domestic brands.

2, the price structure • 3000-4999 yuan price segment product attention rose October desktop computer market, ZDC statistics show that nearly 50% of users focus on the price range of 3000-4999 yuan, the other price segment product attention are insufficient 20%, the user's attention is relatively low. Concerned about the proportion of changes, this month's price range of 3000-4999 yuan product prices rose, compared with September rose 1.9%, the remaining price segment users to maintain stability in the balance of attention.

3, memory structure • 4GB memory product user attention close to 50% ZDC statistics show that in October the user attention is still concentrated in 4GB memory desktop computers, its attention has been close to 50%. The 2GB memory products ranked second with 28.2%, and the rest of the memory capacity products were below 15%. Concerned about the proportion of changes, this month, 4GB memory products continue to increase attention, while 2GB memory user attention dropped to less than 30%.

4. Graphics structure • Concern for discrete graphics products rose in October In the desktop PC market, desktop PCs with discrete graphics cards continued to attract attention from users. Their product attention rate reached 66.1%, and other graphics card type products were less than 20%. Compared with September, the visibility of discrete graphics products increased this month, rising from 62.6% in September to 66.1% in October. The visibility of core graphics cards and dual-graphics products remained relatively stable, while the attention of integrated graphics users was relatively stable. Continue to shrink.

III. Analysis of Mainstream Brands (I) Concern about the proportion trend of mainstream brands • Lenovo’s brand awareness as a whole is on the upward trend In the desktop PC market in the month of October, ZDC statistics show that Lenovo’s attention to the brand as a whole is on an upward trend this month and its attention on the 31st. This was 56.0%, up 5.2% from the previous day. Compared with Lenovo, the attention of Dell, HP and Asus brands in the second camp has not changed significantly, but the competition between them has become more intense.

(II) Analysis of the average price of mainstream brand products • The average price of Lenovo products is similar to that of the overall market In the desktop computer market in October, ZDC statistics show that the average price of desktop computers in the month is 4674.0 yuan. Among mainstream brands, except for the average price of Dell and Asustek products of more than 5,000 yuan, the average price of desktop computers of Lenovo, Hewlett-Packard and Acer is under 5,000 yuan, of which the average price of Lenovo products is 4564.9 yuan, and the average price of the entire market is basically the same. Flat.

ZDC concluded: Due to the impact of the 11th Golden Week, the average price of the overall market has declined. In terms of product memory, the 4Gb memory product continues to increase in interest this month, while the 2GB memory product user's attention has been less than 30%. It can be seen that the desktop computer market 4GB memory product has become the mainstream of the market.