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>> Summary and outlook of global and Chinese e-paper flat panel market in the first half of 2023 4th,August,2023
In the Chinese market, the total omni-channel sales of electronic paper tablets were 510,000 units, accounting for 11.2% of the global market. Sales of public e-commerce platforms (excluding content e-commerce such as Tiktok) accounted for 67.5% of the overall market in China, reaching 344,000 units, down 6.5% year-on-year, outperforming the global market.
The main reason for the decline in the Chinese market is that, on the one hand, in the first half of the year, after the three-year epidemic, the social population has entered a state of "time is not waiting for me" and the two ends of the business work; Purchases of non-essential consumer electronics products are delayed or suspended. On the other hand, in the process of withdrawing from the Chinese market, the electronic paper reader category was dragged down and declined.
RUNTO divides e-paper tablets into three categories: readers, smart office books, and smart learning books. Readers are divided into intelligent and non-intelligent two types, the representative product of non-intelligent is the Amazon Kindle e-book reader.
Competition: Kindle exits, Chinese brands take over
The Kindle is the world's leading e-paper tablet, with a significant first-mover advantage. According to data from RUNTO Technology, in the first half of 2023, the global shipment of Kindle was 3.25 million units, down 15% year-on-year.
Kindle entered the Chinese market in 2013, and in the past ten years, Kindle has promoted the prosperity of the domestic e-book market, until 2022, it still ranks first in the Chinese e-paper tablet market with 23.9% of the market.
However, Kindle announced in the middle of 2022 that from June 30, 2023, Kindle China e-Bookstore will withdraw from the Chinese market and stop operations. Since then, Kindle sales have declined. In the first half of 2023, the online monitoring sales of Kindle in the Chinese market were 26,000 units, and fewer than 1,000 units were shipped in June. At this time, domestic brands rely on their own localization advantages and rapid layout, and began to take over the dominance of the Chinese market.
In the first half of 2023, Mo Case, Bigme, Aragonite, Wo Tong School, Palm Reading, Hanwang, Guowen and other brands have released at least 14 new electronic paper tablet products.
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