In November 2013, the number of products sold in Chinaâ€™s desktop market reached 1,308, which were divided into 15 brand manufacturers. This month, Lenovoâ€™s leading brand awareness remains unchanged, but it is worth noting that HPâ€™s slight advantage of 0.4% surpassed Dell's rise to the brandâ€™s second highest concern. Product parameters, 4GB of memory, discrete graphics and 1GB of video memory are the focus of the user.
Report Highlights â€¢ Brand Focus: Lenovoâ€™s brand has obvious advantages, and HPâ€™s focus on rankings has risen to second place.
â€¢ Product Focus: Lenovo IdeaCentre K415 wins.
â€¢ Product Positioning: Business desktops have increased in popularity, and domestic brands have received attention from users.
â€¢ Price structure: 3000-4999 yuan price segment product competition, the following 3000 yuan product attention degree rose.
â€¢ Product Features: 2GB and 4GB memory products dominate the market; 1GB memory desktop computers are favored.
â€¢ Brand analysis: The competition between HP and Dell brands tends to be hot and Lenovo has the highest single-product concern.
First, the brand attention pattern â€¢ Lenovo brand attention is obvious in November desktop computer market, Lenovo's dominance remained unchanged, its brand awareness this month was 56.3%. Hewlett-Packard and Dellâ€™s second- and third-placed brands have remained at the same level of attention, at 11.6% and 11.2%, respectively, and the competition between the two brands is relatively intense. On the whole, the top three brands have accumulated close to 80% of the marketâ€™s share of attention, and usersâ€™ attention is relatively concentrated.
â€¢ Hewlett-Packardâ€™s focus on rankings rose to second place. Compared with October-November brand-watching data, Lenovo and Hewlett-Packardâ€™s brand awareness rose in November, with Lenovoâ€™s growth from 52.9% in October to 56.3% in November, a relatively modest increase. high. By contrast, Dell's brand awareness declined, dropping 0.8% from October. The brand watched the rankings. Hewlett-Packard, Alienware, and Haier each rose one place. Hewlett-Packard took advantage of this month's decline in Dell's attention and rose to the second place with a margin of 0.4%.
Second, the product focus on the pattern (a) product focus on the pattern â€¢ Lenovo IdeaCentre K415 won the desktop computer market in November, Lenovo IdeaCentre K415 with 6.0% user attention to get this month's product attention champion, ASUS CG8890-C11C and Lenovo home Yuet S520 points Ranked second and third place, the attention degree was 3.7% and 3.0%, and the attention of other brands was relatively low. With regard to product gaps, apart from the obvious advantages of championship products this month, the competition among other products is relatively fierce.
â€¢ The relative price of Lenovo's Erazer opponent D305 was the lowest this month. The average price of the 10 products on the list was relatively high, reaching 9470 yuan. Excluding more than two million yuan models, the remaining eight products are mainly concentrated between 2000-5000 yuan, of which Lenovo Erazer opponent D305 relatively low price, the market price is 2150 yuan. Judging from the core of product processors, the prices of products with more than four cores are all over 4,000 yuan, compared with the price advantage of dual-core products.
(II) Product Attributes 1. Product Positioning â€¢ Concern over business desktops rose in the desktop PC market in November. Compared with October-November products with different positioning products, the home desktop PCs still accounted for more than 60% of the marketâ€™s attention. It is 26.2% higher than that of commercial desktops. It can be seen that home desktops dominate the market. Concerned about changes in the proportion of business desktops this month, attention has increased, from 33.9% in October to 36.9% in November, up 3%.
â€¢ Concern over domestic brands continued to rise In the desktop PC market in November, from the point of view of the brandâ€™s affiliates, the domestic brand userâ€™s attention this month was 63.3%, and the leading edge with foreign brands expanded from 22.2% in October to 11 26.6% of the month. Concerned about the proportion of changes, this month, domestic brand users to maintain the continued upward trend in the previous trend, compared with October, its attention again rose by 2.2%.
â€¢ The average price of foreign brand products is high. The ZDC statistics show that in November, the average price of desktop computers was 4700.7 yuan, up 26.7 yuan from October, and the average price of products was relatively stable. Judging from the attribution of products, the average price of domestic branded products for the month was 4382.4 yuan, which was 318.3 yuan lower than the average price of the overall market. In comparison, the average price of foreign brand products exceeds 5,000 yuan, and the overall price of products is high.
2, price structure â€¢ 3000-4999 yuan price segment product competition fierce November desktop computer market, nearly 50% of products concentrated in the price segment of 3000-4999 yuan, product density ranks first in the price segment. Below 3,000 yuan and 5000-7999 yuan price segment with 32.8% and 15.1% of the products accounted for the second and third place, more than 8000 yuan high-end models accounted for less than 10%. As a whole, desktop computer product competition is mainly concentrated in the price segment of 3000-4999 yuan.
â€¢ The increase in attention rate of products below 3,000 yuan ZDC statistics show that in the price range of 3000-4999 yuan in November, the product is most concerned by users, and the degree of attention is close to 50%. The product below 3,000 yuan is ranked second with 24.4% of the users' attention. , More than 5,000 yuan price segment user attention is relatively low. Compared with October, the user's attention in the price segment of 3000-4999 yuan remained stable this month, while the attention of products below 3,000 yuan rose sharply by 5.8%. Affected by this, the attention of high-end models above 5,000 yuan has declined to varying degrees.
3. Memory structure â€¢ 2GB and 4GB memory products occupy the mainstream of the market In November, the ZDC statistics show that the desktop computer products with a memory capacity of 2GB and 4GB account for the same proportion, which are 47.4% and 44.2%, respectively. The proportion of capacity products is less than 10%. Overall, 2GB and 4GB memory products dominate the market, and the competition between the two is relatively fierce.
â€¢ 4GB memory products are most concerned by users. ZDC statistics show that in November, the 4GB memory desktop computer userâ€™s attention is 44.8%. Compared with other memory capacity products, the userâ€™s attention is relatively concentrated. Concerned about the proportion of changes, this month's 4GB memory product attention has shown a downward trend, compared with 2.9% decline in October. In contrast, the 2GB memory product's attention increased from 28.2% in October to 30.8% in November, and the remaining memory products remained stable.
5. Graphics structure â€¢ Concern of discrete graphics products slightly declined In November, desktop computers with discrete graphics cards continued to be favored by users. The degree of attention of their products reached 64.6%. The attention of other types of graphics cards was relatively low. Concerned about the proportion of changes, this month, the degree of concern of discrete graphics products fell slightly, core graphics, integrated graphics and dual graphics card user attention is relatively stable.
III. Analysis of Mainstream Brands (I) Concern about proportion trends of mainstream brands â€¢ Competing competition between HP and Dell brands In the desktop computer market in November, ZDC statistics showed that the Lenovo brandâ€™s overall attention remained stable, and its brand awareness on the 30th was 58.6%, basically the same as on the 1st. Compared with Lenovoâ€™s absolute lead, this monthâ€™s attention from HP and Dellâ€™s two brand users was stagnant. The attention gap remained within 1% after one day, and the brand competition between the two brands became fierce.
(II) Single-product concern rate analysis of mainstream brands â€¢ Lenovoâ€™s single product attention rate was the highest in the desktop PC market in November. Among mainstream brands, Lenovoâ€™s single-product attention rate was the highest, reaching 0.17%, reflecting Lenovoâ€™s competitiveness in the desktop computer market. Relatively high, Dell followed closely with a 0.15% single product attention rate. Compared with Lenovo and Dell, HP's single product attention rate is 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 price segment of 3000-4999 yuan still dominates the market this month, and the number of products accounts for 46.1% of the overall market. At the same time, the user interest in the price segment is also relatively concentrated. With regard to changes in the degree of attention of users, the degree of attention of products below 3,000 yuan has risen sharply, and with the start of sales at the end of December, the attention of products below 3,000 yuan will continue to rise.
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