The following is the 2021 white paper on marketing insight of notebook computer industry From TMI & Jingdong recommended by recordtrend.com. And this article belongs to the classification: research report, Hardware equipment industry.
Changes in the market: demand for telecommuting and learning
In the environment of home telecommuting and learning, some industries are facing severe challenges, while others are facing new opportunities. In 2020, the demand for remote home office and online education will grow explosively, which will directly drive the rapid growth of notebook computer market. At the same time, with the continuous implementation of the enrollment expansion policy of Higher Vocational Colleges starting from 2019, the scale of freshmen increases, which also brings many potential users to the notebook computer market. Driven by two positive factors, the overall market of notebook computers in China (including retail and commercial markets) will grow by 20% year on year in 2020, with the total market size reaching 25.5 million units.
From the product end, lightweight and high-performance products represented by game are the most popular in the market, and have become the competition place of various brands. At the functional level, consumers are most concerned about the factors, including CPU, design, memory, graphics card and size, etc., which have a clear demand for fast, thin and clear.
At the level of shopping behavior, there are some new changes in consumers. They prefer to buy through online channels and social channels. On average, they get information through 3.7 channels, of which social contacts account for 35.4%. 85% of consumers have made a good purchase decision before entering the sales channel, the whole purchase cycle will become longer, and the direct communication between brands and consumers will speed up the decision-making. At the same time, consumers’ loyalty to the brand is also declining. 62% of consumers switch the brand when they buy this time. Consumers are easy to be transformed directly after planting grass, and the role of content marketing is becoming more and more obvious.
Competitive change: significant head effect: Top 5 brands win 85% market share
In 2020, the notebook computer market will have a significant head effect. Lenovo and Huawei will occupy more than half of the market share, and ASUS, Dell and HP will occupy more than 85% of the market share. Among them, Huawei’s performance in the past year has been extremely strong, and its brand share has increased by nearly 13% compared with a year ago. Next, let’s take a brief look at the major actions of the major brands in 2020.
Lenovo has successively upgraded its Xiaoxin series and game product series, as well as its medium and high-end light positioning Yoga product line. No matter in terms of product size or price, Lenovo’s coverage is relatively comprehensive, achieving steady progress and upgrading in the whole line. It has attracted more young users’ attention, and the proportion of male and female users is relatively balanced.
Huawei has changed its product form from “service”, focused on consumers’ enjoyment, and transplanted innovation from mobile phones to laptops. Huawei has successively upgraded and iterated the product lines of Intel and AMD platforms, and made experience Optimization for its biggest product feature and selling point multi screen collaboration. Huawei focuses on young and middle-aged and high-income users, mainly covering first and second tier cities.
ASUS focuses on Tianxuan product series, which is the first game product to adopt amd sharp dragon processor, and has the first competitive advantage. In May, aiming at the demand of E-class office, it launched the exclusive product series of jd.com, redolbook, aiming at the 14 inch low-end market. Most of its users are male and young.
Dell launched the game series G5 in May and June, and launched it online. In September, the XPS series, which is characterized by ultra-thin and portable, was launched. The product is equipped with the 11th generation Intel processor, and its performance and running speed are significantly improved. Dell has strong attraction to the middle and high-income users in the first-line and new first-line markets.
HP carefully layout the market, has updated the war series of products, game product series, the main level of game products, lightweight series. At the end of August, HP also launched the new products of the war series, the war X series, and continued to expand the product line of the war series family. The proportion of young and middle-aged female users in the second-line market of the brand is higher.
In June, Xiaomi launched a number of red rice light and thin versions using AMD’s sharp dragon processor platform, covering 13, 14 and 16 inches, focusing on the low-end market with the price below 4K. In August, Xiaomi launched the red rice game book, focusing on “high cost performance”, which is attractive to young male users.
Change of users: four subdivision scenarios and five typical users
Nowadays, the users of notebook computer market are mainly for their own use, most of which are for the purpose of upgrading. Only 20% of the new users are new buyers. The notebook computer market as a whole has entered the era of stock competition, and the re purchase market is the main battlefield of brand competition.
Consumers in the use of laptops include four main scenarios: ordinary business, home use, playing games, high-performance use. Ordinary business scenarios account for 42%. Users are more loyal to light and compact models, and pay attention to the fluency of laptop operating system. Lenovo is the most considered brand. Home use scenarios account for 32%. Consumers pay more attention to after-sales service, evaluation reputation and appearance, and are more sensitive to price. Huawei is the most considered brand. Game scenes account for 17%. Users’ core demands for laptops are performance and HD. They value the speed of product iteration and update. Users’ choices are relatively diverse, and ASUS occupies more users’ minds. In high-performance application scenarios such as design and programming, the main demands of users for laptops are strong professional ability, high-definition screen and good graphics card. The most considered brands are Dell and Huawei.
According to the above four major segmentation scenarios, the report outlines five typical consumer portraits, which are students, new employees, professionals, high-end employees and home-based people. Each group has its own characteristics and preferences.
Student group & Workplace newcomers: heavy users of social media, easy to be planted by acquaintances
The group most like to obtain information through e-commerce platform and social media, especially in wechat and knowledge / interest social media, which is significantly higher than the general population. The product information provided by people around them can stimulate their interest most, and the main purchase channels are online brand official website and Jingdong.
Workplace: easy to be influenced by the official account of the brand and the big KOL/KOC.
E-commerce platform and wechat are the main information access channels for professionals. They are most interested in product reviews, contacts and use effects. The product information provided by people around them can stimulate their interest. Compared with the general population, KOL / Koc has a greater impact on them. Jingdong is the main purchasing channel.
Professionals: wechat, short video and live broadcast have strong influence on it, and are easy to be planted by many parties
In addition to e-commerce platforms, professionals get more information through social media, and their use of short video and live social media is higher than the overall level. They prefer the content of product reviews and use effects, and are easy to be planted by many parties. The proportion of using mainstream e-commerce channels to buy laptops is higher than that of the general population.
High end professionals: prefer official or professional authoritative and reliable information sources
High end professionals get more product information through brand official websites / apps, brand stores, it forums / evaluation websites / technology websites and large stores. In addition to product evaluation and use effect, interactive and interesting content carriers and knowledge related to product use can arouse their interest, and they are also more likely to be aroused by e-commerce / retailers, brand officials and third-party businesses. They buy more through offline computer city / chain stores / large stores and brand websites / wechat apps.
People at home: they love to socialize with acquaintances and are easily moved by cost-effective preferential activities
Compared with the general population, people at home get more product information through the communication, recommendation and forwarding of offline friends / colleagues. The high cost-effective preferential activities can arouse their interest, and the people around them (friends / relatives / colleagues, etc.) have great influence on them. Prefer to buy products from official channels.
The change of marketing: taking digital marketing as a breakthrough weapon and using three strategies to open up a new situation
The market is growing against the trend, the competition is becoming more and more fierce, and the demand of consumers is constantly upgrading. If brands want to break through the fierce competition, they need to find new marketing opportunities. From the current situation, many brands are also making new attempts in digital marketing, such as the use of various online resources combination, etc. to accurately touch the products. Through the operation of WeChat public number, micro-blog, short video official account, build private area traffic for fine camp, and promote consumer mentality through brand endorsement and variety implant. However, although the major brands have tried to reach customers accurately, operate in private domain, and occupy the minds of consumers to different degrees, they are all looking forward to a substantial improvement in order to obtain potential users more accurately and maximize the value of consumers. To this end, Tencent and Jingdong in this report, combined with the wonderful marketing cases of some brands, give three countermeasures to help more brand advertisers break the situation:
1. Jingteng e-commerce market: closed loop of precision marketing for advertisers of enabling notebook computers
Since 2015, Jingdong and Tencent have jointly launched the “product business advertising” mode of direct off-site advertising to e-commerce stations. Through the integration and return of e-commerce and social data, it realizes the precision marketing of brand groups in the whole industry, empowers brand businesses to launch off-site advertising, and realizes the promotion of Gmv and the expansion of new customers. The market has a precise crowd – Jingteng Rubik’s cube, which can accurately reach the E-commerce & social crowd; a precise model – target max, which can build a new customer model based on the transformation data of e-commerce; and a hierarchical tracking of the exposed crowd based on precise tracking.
2. Wechat private trading field: building a private operation position with small program trading as the core
With wechat app as the core link, the brand owner’s own private trading field that links wechat payment, enterprise wechat, souyisou, wechat AI and other platform capabilities can help notebook computer advertisers build private trading fields. By connecting people, business and data in private domain, customers can be stored, users can be guided to transform online or drain stores, and businesses can realize full link refined operation.
3. Brand marketing content field helps advertisers occupy users’ minds
Tencent advertising has five content marketing matrixes, including variety show, TV play, news, game electronic competition and sports. It provides customized, whole process and high popularity marketing solutions for advertisers in notebook computer industry, helping brand owners to make multi-dimensional efforts and seize users’ minds.
The brand-new 2021 is unfolding, and the notebook computer market is still growing against the trend. However, in the long run, the normalization of home telecommuting and learning demand, the weakening of strong consumption power and the limitation of upstream and downstream production capacity will also bring tests to the market. In the face of changes, enterprises need to constantly explore and innovate, take users as the center, and establish accurate and high-quality social marketing strategies, so as to seize the opportunity, meet the trend and become the market trendsetter.
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