Key Takeaways
1. China’s tablet market shipments reached 29.85 million units in 2024, marking a 4.3% increase from the previous year, despite a slight decline in Q4.
2. Huawei retained its leadership position in the tablet market, bolstered by innovative product releases like the MatePad 11.5 2024 and MatePad Pro 13.2.
3. Apple faced challenges with declining shipments in Q4, though improvements were seen with the refreshed iPad Mini and iPad Air; the high cost of the iPad Pro hurt sales.
4. Xiaomi experienced a strong 41% increase in Q4 shipments, securing the third spot due to the launch of Xiaomi Pad 7 and 7 Pro and active subsidy participation.
5. Honor and Lenovo were tied for fourth place, with Honor growing through new product launches and Lenovo benefiting from product updates and discounts.
China’s tablet market saw a bounce back in 2024, with total shipments hitting 29.85 million units, reflecting a 4.3% increase from the previous year, as reported by IDC. Although the fourth quarter of 2024 experienced a slight decline due to inventory challenges, the overall trend in the market was positive, paving the way for growth in 2025.
Huawei Remains on Top
Huawei reinforced its leadership, taking the lead in both the quarterly and yearly market shares. Even with a minor slowdown in shipments during Q4, innovative product releases like the MatePad 11.5 2024, priced at 1,500 yuan ($205), and the premium MatePad Pro 13.2 helped maintain its stronghold. Additionally, Huawei continued to dominate in the commercial market, overcoming earlier supply issues.
Apple Faces Challenges
Apple, in second place, dealt with ongoing declines in shipments during Q4, although the rate of decline showed signs of improvement. The refreshed iPad Mini along with the consistently performing iPad Air played crucial roles in this. However, the high cost of the iPad Pro negatively affected overall sales figures.
Xiaomi’s Impressive Surge
Xiaomi made a significant impact, grabbing the third spot with a striking 41% increase in Q4 shipments year-on-year. The debut of the Xiaomi Pad 7 and 7 Pro, along with active involvement in subsidy programs, contributed greatly to this impressive growth.
Honor and Lenovo Compete for Fourth
In Q4, Honor and Lenovo found themselves tied for the fourth position. Honor’s substantial growth was attributed to various new product launches across different pricing tiers, while Lenovo’s success came from updating its product line and offering discounts, especially in the compact flagship and AI-driven sectors.
Looking ahead, IDC expects the market to keep growing in 2025 due to new product innovations, wider applications, and government subsidies. Nevertheless, they warn of possible market fluctuations linked to the subsidy program, encouraging companies to adopt adaptable strategies. The market is set for more changes, with local brands gaining strength and competition becoming fiercer.
