Cottage flattened price war quagmire: 7-inch price is only 359 yuan

Recently, regardless of Lenovo, Asus, Acer and other traditional PC giants, or ZTE, Huawei and other communications manufacturers, have introduced the latest models of tablet computers, so that the entire industry climax. Last week, Analysys International released the latest research report that although Apple still accounted for more than 74% of the market, the global shipments of small and medium-sized brands and cottage manufacturers have grown at an alarming rate, and domestic flat panel sales have also steadily increased. However, in Shenzhen, the number of tablet troops has reached more than 1,000, they almost copied the history of the cottage mobile phone, once again into a quagmire of price war, and even some manufacturers have already left.

Q2 domestic white plate shipments surged According to data from Analysys International, Q2 China Tablet PC sales this year reached 1.414 million units, an increase of 39.04% qoq. Although the iPad still occupies an overwhelmingly advantageous market share of 74.3%, it has fallen by 5.14% from the previous quarter, and the domestic flat-panel market is gradually showing a flourishing competition.

At the same time, in the flat rivers and lakes, some of the less well-known domestic brands or cottage brands, the so-called "white card" tablet status has become increasingly important. According to an earlier report from DisplaySearch, shipments of white tablet PCs increased from 567,000 units in the fourth quarter of 2010 to 1.9 million units in the first quarter of 2011, an increase of 235% from the previous quarter.

Some people in the industry believe that the high-speed growth of the Baipai tablet actually benefits from the transformation and large-scale entry of mobile phone manufacturers. Because 3G, the mobile internet wave struck, the popularization of a thousand yuan intelligent machine, and the operator's huge subsidies severely squeezed the survival space of the cottage mobile phone. In order to reverse the unfavorable situation, these copycat manufacturers switched to a tablet PC market with higher profits and faster sales growth. According to data from Analysys International, sales of Q2 parallel and Shanzhai mobile phones fell 1.2% this year.

Cottage plate price war smoke rises for the cottage manufacturers to increase the volume of shipments, the situation is excellent, but in fact flat-panel industry is in danger. “The vast majority of flat-panel manufacturers in Shenzhen are originally mobile phones for cottages. They copy the copy of the mobile phone to the tablet.” Yang Quan, an analyst with Shenzhen Warring States Policy Consultation Co., Ltd., said: “This group of manufacturers is the only one who can do it now. As a result of the price war, everyone has fallen into the same quagmire."

Compared with a few months ago, the current cottage computer is simply a "cabbage price." Southern reporter visited several major electronic stores in Huaqiang North, found a number of tablets, the price is generally 400 to 600 yuan, the most exaggerated is a store in SEG, 7-inch Android cottage tablet price is only 359 yuan . Samsung, which is a similar product, is worth more than 2,500 yuan and ZTE’s Huawei is also worth about 2,000 yuan.

"A tablet computer that does not consider quality and performance has an ex-factory price of at least 290 yuan, plus the cost of the channel. The retail price is less than 400 yuan. There is almost no profit." An insider close to the manufacturer disclosed, but such a product Is not normal use, "For the cottage manufacturers, 'no minimum, only lower'. Everyone made a fuss about the raw materials, the screen used out of goods, memory is just enough to boot." He felt, "The entire market has no order at all ."

In fact, price wars are not the only thing facing the cottage. After entering the summer vacation season, the big brand tablet computers are also playing a big sales promotion. Center City, a sales leader of digital products, said that in recent days, Lenovo music pad, Samsung and other brands have a lot of models to cut prices, or send accessories gift packs, the largest discount close to a thousand dollars.

"The cottage can not be compared with the big brands, because they do not have no brand ability, no channel advantage, and hardware costs determine the user experience is poor, once the brand flat continue to cut prices, the cottage will only be eliminated." Yang Qun believes that Cottage manufacturers can take their own way and explore market segments. For example, a company has added a calling function to a tablet computer, which turns the tablet into a mobile phone, mainly for low-end business people. The price is only 1/4 of Samsung's similar products, but the profit is generally 5 for ordinary cottage products. More than times.