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>> In the first half of 2024, the scale of China's display e-commerce reached 4.95 million units, unchanged from last year; Keywords: e-sports, low price, 24.5 inches, high score and high brush 2rd,August,2024
According to RUNTO's latest "China Monitor Online Retail Market Monthly Tracker" report, in the first half of 2024,
Among them, the sales of traditional e-commerce accounted for 91.7%, 4.54 million units, down 0.7% year-on-year; Sales were 4.8 billion yuan, down 9 percent year-on-year. This paper mainly analyzes the development status of the independent display market under the open retail channel, that is, the traditional e-commerce.
2022-2024H1 semi-annual sales in China's display online market
Data source: Online monitoring data of RUNTO, unit: 10,000 units
The decline in sales significantly outpaced sales, which reflects the main operating characteristic of China's online display market in 2024: low prices. However, "low price" is also one of the important factors supporting the sales volume of the display market in the context of the overall sluggish consumption.
At the same time, the global boom of e-sports, the recovery of the domestic Internet cafe market, and the rapid expansion of the e-sports hotel market, these good external atmosphere boosted the sales of the e-sports display category by 30%, contributing to the increase in the overall display market.
In addition, the display product itself also has many driving forces for market development, the trend of high brush and high score is significant, and the product performance continues to upgrade; The application of cutting-edge display technologies such as OLED and Mini LED accelerated, and the market penetration rate increased rapidly; Intelligence also makes the product better meet the diversified needs of users.
Brand: AOC, HKC, Xiaomi ranked the top three sales
According to RUNTO's online monitoring data, the top 10 brands firmly occupied 64% of the market share, which remained stable compared with the same period last year.
The AOC brand still leads in sales and sales. However, compared to the same period last year, it showed a negative growth trend. Products are mainly 27-inch QHD, the largest contribution model is Q27G2S/D, internal sales accounted for more than 20%.
AOC is followed by HKC and millet, both in sales, but the product strategy is different. HKC is mainly engaged in the field of e-sports, and the sales volume of e-sports products accounts for 80%. At the same time, mainly 27-inch QHD products, accounting for about 60%. Millet is focused on the office, in the brand, non-e-sports product sales accounted for about 80%, and mainly 27-inch FHD products.
Brands such as KTC, SANC, Titan Army and Kero are also mainly based on e-sports products, and the proportion of internal brands is about 90%. With the price advantage of the products, the spirit snake ranks seventh in the sales list. Although Samsung ranked eighth in sales, it jumped to third in sales volume, mainly due to the high-end market positioning of its products and brands, and the internal proportion of products in the price segment above 1000 yuan is close to 65%. Lenovo sales ranked ninth, sales volume did not enter the top ten list, product layout is relatively balanced.
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