China has once again become the "double leader" in the growth and innovation of the tablet market.
The recently announced "White Paper on Tablet PC Purchase" shows that the global Tablet Pc market has declined by 12.5% in the third quarter of 2021, but the Chinese market has increased by 10.6% year-on-year. It has achieved positive growth for three consecutive quarters and led the global market. Another important message is that, similar to the trend of smart phones, the Chinese tablet market is ushering in a dual innovation cycle of hardware + ecological experience, and "flagship phones" are becoming the product innovation and brand upgrade direction of major tablet companies. "White Paper on Tablet PC Purchase" (hereinafter referred to as "White Paper") was jointly launched by CBN Business Data Center and Tmall New Product Innovation Center. The former is a leading domestic consumer research institution and digital growth service provider, and the latter has domestic Leading omni-channel sales data and consumption habits research capabilities, this white paper can be said to have high authority and research reference value in the industry. 01 Four factors determine Chinese users to buy tablets China is the world's largest tablet PC sales market, but at the same time, the needs of different user groups are showing a trend of segmentation. Mobile conferences and online learning brought about by the impact of the epidemic have exacerbated this. On the whole, more than 80% of consumers prefer iOS or Android operating systems, and nearly 70% of Android-preferred users are also Android mobile phone holders. It can be seen that the user habits of Android "same system" are different from each other. Strong loyalty. More than 50% of users use tablet computers every day, women prefer leisure and entertainment, and men prefer to use tablets for office and content production tasks. Among them, the post-00s and post-85s use tablets more frequently than other age groups, with more than 60% of the people who use them every day. In other words, the tablet has now got rid of the traditional impression of "the idle earth-eating device at home", and has become a large-screen smart device that more and more users just need + high-frequency use. From the data statistics and research reports in the "White Paper", the four main determinants that affect Chinese users to buy tablets are: high-quality core hardware, smooth software carrying and interaction, multi-device linkage and function expansion to meet advanced requirements need. It is worth noting that the industry is not unfamiliar with this evaluation system, because as early as half a year ago, when Honor released the tablet PC Honor Tablet V7 Pro, it emphasized the four flagship product strengths: efficient intelligence capabilities, flagship performance and Communication ability, creative accessories, excellent audio and video experience. This is highly consistent with the four major standards discussed in the "White Paper". The "White Paper" also uses the Honor Tablet V7 Pro as an example to demonstrate the case. Specifically: Intelligent ability of the system How to improve the interactive experience and work efficiency of the tablet? The most direct way is to improve the cross-screen collaboration capabilities of tablets, mobile phones, PCs and other smart devices. The "White Paper" cited the survey data of TMIC showing that more than 90% of consumers will actively pay attention to the multi-device connection function of the tablet and regard multi-screen collaboration as a major purchase factor for high-end tablets. The Honor Tablet V7 series is the "multi-screen collaboration expert" among Android tablets, supporting the rich cross-screen collaboration functions of multi-terminal devices such as mobile phones and PCs. For example, the pictures, videos, and files in the mobile phone can be directly dragged and dropped to the Honor Tablet V7 series for editing and creation. This is a very obvious increase in sales in graphic editing, PPT modification and video editing. The Honor Tablet V7 series can also establish multi-screen collaboration with the computer. Through the expansion mode, it becomes the second screen of the computer. Text workers can check data while improving the codeword speed. Video creators can use two screens to improve editing efficiency and create illustration. Or you can directly use the Honor Tablet V7 series as a handwriting tablet. Users can also split the screen intelligently and open up to 4 windows at the same time. Watching videos, taking notes, and reading messages can be performed on the same screen at the same time, which not only maximizes the application of the tablet`s screen, but also fits many young people`s "multi-tasking" usage habit. Powerful performance and communication capabilities of the flagship According to the survey, "Android system freezes permanently" is recognized by Chinese consumers as high as 72%. In fact, after several major system iterations, as well as the optimization and polishing of the system capabilities of the major terminal brands, the lagging problem at the Android system level has long been solved. Behind consumers' high requirements for operational fluency, flagship-level performance and communication capabilities have played a more direct role in improving. The Honor Tablet V7 Pro is equipped with the Xunkun 1300T chip, which is also a processor customized by MediaTek for high-end tablets. It uses the flagship A78 architecture and 6nm advanced process technology to increase performance by 20% while reducing power consumption by 8%. In terms of connection, the Honor Tablet V7 Pro process 5G dual-mode full Netcom and Wi-Fi 6 network. With the support of Honor`s unique Link Turbo X technology, the peak rate can reach 3.3Gbps, which can provide users in film and television editing, graphics editing, and gaming entertainment. The scene brings lasting and stable performance and the best network experience in the scene. Abundant accessories extension capabilities The "White Paper" shows that the expansion of functions brought about by external accessories is also an important factor affecting consumers' purchase of tablets. Among them, the attention of stylus and keyboard ranks in the top two, which can effectively increase the diversified application scenarios.
"Creative accessories" proposed by Honor. For the tablet, a tool that pays attention to "portability", good accessories need to be lightweight, portable, and smart. The stylus Magic-Pencil 2 supports global handwriting, and supports multi-language mixed writing recognition, deletion, and selection. It also has a one-stroke multi-connection function, which can maintain connections with up to 4 devices and seamlessly switch between different devices. When users are engaged in large-scale projects, design images and other collaborative work on multiple devices, they can ensure uninterrupted inspiration across screens. . The Honor Tablet V7 Pro is also the only Android Tablet with a floating keyboard and touchpad. The keyboard has a global voice input function, which can intelligently transform text, and the smart touchpad supports convenient gesture functions such as "swipe up with three fingers to return to the desktop", which can significantly improve interaction and work efficiency. The stylus charging compartment on the keyboard supports 360° blind insertion and blind charging. The compact design of the storage and charging two-in-one solves the problem that the tablet stylus is easy to lose. It is also the only one in the Android camp. Excellent audio and video experience The "White Paper" and Honor Tablet V7 Pro only seem to have a slight difference in the description of capabilities. As stated in the "White Paper", "software bearer interaction is smoothly applicable", which is no longer a problem in the face of Honor's strong chip performance and system optimization capabilities. Behind the "excellent audio and video experience" is Honor's accurate insight into the high standards of flagship tablets and user usage scenarios. Compared with PCs and smart phones, flagship tablets bear more "heavier" user entertainment needs. This is also an important "basic capability" that high-end tablets must be good at, and they must not be ignored or weakened. The user survey data in the "White Paper" also verified this point. Among the four age groups after 85-00, the demand for "entertainment and leisure" in the tablet is relatively high. From this point of view, the Honor Tablet V7 series can be said to have obvious product definition forward-looking, enough to be called the "innovation benchmark" and "four good tablets" of Android tablets in 2021. This should be an important reason why the "White Paper" used the Honor Tablet V7 series as an example in the process of elaborating the content. The real purchase data from the JD platform shows that the user rating is as high as 96%, which once again confirms the accuracy of the Honor Tablet V7 series' precise product definition and trend-leading judgment. 02 Why does Honor continue to lead the innovation of Android tablets? In an interview with the media after the release of the Honor Tablet V7 series, Zhao Ming proposed Honor's development goals for the tablet business: "The flagship tablet market is based on Android, Hongmeng, and iOS, and Honor must occupy one of the three." Zhao Ming's confidence comes from Honor's long-term accumulation of "software and hardware integration" comprehensive strength in the tablet field, as well as unique technological advantages and innovative understanding. First of all, the simple parameter competition of pure hardware has become the "past tense" of the tablet industry, and the "soft power" innovation of software and ecology has become the core competitiveness of tablet companies to create sufficient product differentiation and win users. And this is where Honor has been insisting on product innovation and advantages since entering the tablet track. Second, Honor adheres to the ultimate product doctrine of "two-wheel drive". This allows Honor on the one hand to listen to users extensively and gain insights into core needs and industry trends; on the other hand, while insisting on investing heavily in technology, it has the courage to innovate on the road that other manufacturers have not taken, and adopt new technologies and new functions. The research and development of the company continues to build a benchmark leading force in the tablet industry. This is also the "stupid bird" spirit that Zhao Ming has always emphasized. "Stupid" is because Honor chose the "right and difficult path", and even invested heavily in the direction that users can't see but involve the user's core experience. For example, in terms of the stylus experience of the Honor Tablet V7 series, by working with third-party APP partners, Honor optimized the stylus delay from an average of 8 milliseconds to a minimum of 2 milliseconds, bringing consumers a smoother and faster writing experience. In August of this year, Honor teamed up with many application ecosystem partners to release Parallel Vision on the Honor tablet series. In just 4 months, the number of domestic applications connected to the horizontal screen ecology on the Honor tablet V7 series increased from more than 4000 in August to more than 5,300, once again leading the direction of experience and ecological innovation in the tablet industry. In the field of smart manufacturing, in November this year, Honor`s smart manufacturing industrial park, which invested 1 billion yuan, began to open to the outside world. This not only directly improved Honor`s ability to control the quality of terminals including tablets, but also through the [three fusion of R&D, trial production, and mass manufacturing". The [one-piece" model realizes [manufacturing forward + R&D backward", thereby increasing Honor`s iterative speed in adopting new technologies, new processes and new materials, and empowering partners with successful experience, thereby accelerating Honor`s transition from [technology leadership" "To create the "extreme product" conversion speed. Third, Honor has also been leading the industry's 1+8+N full-scene strategy. In the era of intelligent connection of all things, all terminal devices will be connected to the Internet and provide users with active smart service experience in the scene through data flow. For all tablet companies, an indisputable fact is becoming more and more clear: the era of single product categories has faded, and the era of ecological coordination and full-scene competition has arrived. On this new track, Honor already has a clear starting lead, and quickly completed the 1+8+N full-scene strategic landing. That is to say, with the rapid popularization of product functions such as technological evolution and cross-screen collaboration, the full-scene advantages of Honor tablets will continue to be highlighted and amplified, which will also reverse the "soft power" and multi-terminal collaboration of Honor in software and ecology. The integration and innovation rhythm of "hard capabilities" has continuously consolidated users' cognition and preference for the differentiated innovation of Honor Tablet.
