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Article and data source: China Research Network and others

According to relevant statistics, in the first quarter of 2024, the global desktop and notebook PC shipments increased by 2.9% year-on-year to 57 million units, of which notebook shipments increased by 3.8% to 44.9 million units; In the third quarter of 2024, global notebook shipments increased 5% year-on-year to 53.3 million units, achieving four consecutive quarters of growth. The laptop industry market in 2024 presents a complex and volatile landscape.

1. Market development status

(1) Different product types are developed

In terms of product types, thin and light books have won the favor of consumers and become the mainstream of the market with their excellent portability and high efficiency. At the same time, with the thriving of the game industry, the game has also taken advantage of the trend, the scale continues to expand. In addition, workstation notebooks have maintained a steady growth trend in specific professional fields, meeting the needs of professional users for high-performance computing and professional applications.

(2) China's online market has encountered challenges

However, in the first half of 2024, the Chinese mainland notebook online market is facing a declining situation. Both the sales volume and the sales volume showed a double decline, with the sales volume reaching 4.51 million units, down 22.4% year-on-year; Sales were 26.5 billion yuan, down 22.1 percent year-on-year. This phenomenon indicates that the market growth momentum is insufficient, while the market concentration continues to rise. In this environment, the advantages of the head brand are increasingly prominent, Lenovo, Asus, HP and Huawei firmly occupy the top four online market sales and sales, their combined market share of up to 69%, showing strong brand dominance.

(3) Brand pattern and the rise of local brands

At present, the brand concentration of the laptop market continues to increase, Lenovo, Asus, HP and Huawei and other leading brands occupy a dominant position, their combined market share of up to 69%, which not only reflects the strong market competitiveness of these brands, but also shows its far-reaching brand influence. It is worth mentioning that in recent years, China has made a series of breakthroughs in key technology fields such as chips and systems, and local brands have taken this opportunity to actively layout the market and gradually increase their market share. In the future global market competition, local brands are expected to emerge and occupy a more important position.

(4) Uneven distribution of regional markets

In terms of regional distribution, Asia Pacific became the largest notebook market in the world, accounting for about 39% of the market share, followed by Europe and North America. The continuous economic prosperity in Asia has made local consumers increasingly demand for high-performance and portable devices, which provides a broad space and huge potential for the development of the notebook computer market in the region, and also makes the Asia-Pacific region occupy a pivotal position in the global market.

2. Future development prospects and trends

(1) Product market segments show new trends

In terms of product segment, thin, portable and high-performance notebook computers have become the mainstream choice of the market, which perfectly fits the dual pursuit of consumers for portability and high performance. At the same time, consumers' demand for personalized and customized laptops is increasing, and this trend has promoted the innovative development of the entire industry. In addition, in different application fields, the market demand is also diversified. The demand for Chromebooks in the education sector has shown significant growth, the demand for laptops in the business market has remained strong, and the demand for high-performance laptops continues to be strong with the booming development of professional fields such as gaming, design, programming, and so on. These changes have prompted manufacturers to pay more attention to the characteristics of different market segments and increase product development and innovation for each market segment.

(2) Technological innovation leads industry change

At the level of technological development, with the rapid development of artificial intelligence (AI) technology, the penetration rate of AI laptops will rapidly increase, bringing a new growth point for the entire laptop industry. The application of AI in notebook computers will be more in-depth and extensive, such as more efficient and accurate speech recognition, natural language processing and image recognition. These innovative features will bring users a more intelligent and convenient user experience, and greatly improve consumers' willingness to change machines. Moreover, this trend is not limited to the high-end market, but also will gradually expand to the low-end market, thus promoting the entire laptop market towards the direction of intelligent strides.

To sum up, the notebook computer industry in 2024 shows a rich variety of characteristics and trends in terms of market status and future prospects, and various links affect and interact with each other, jointly shaping the development trajectory of the industry. Both industry participants and observers need to have a deep understanding of these dynamics in order to better adapt to and grasp the opportunities and challenges brought about by market changes.

Image credit: Intel