sandalwood

Summary:From January to August 2024, smartphone sales above 10,000 RMB grew by 187% Y/Y. In the foldable phone market, devices priced above 10,000 RMB accounted for 46.5% of sales, with products above 15,000 RMB making up 17.1%. Foldable phones have expanded the market by offering mobility and multi-scenario applications. Among horizontal foldable products, 8-inch devices have become mainstream. Huawei’s triple-foldable phone, with a 10.2-inch screen priced at 20,000 RMB, showcases the advantages of ultra-large screens combined with mobility. Meanwhile, the tablet market is trending toward larger screens, with 12-13 inch tablets gradually replacing some laptops as primary productivity tools. The fusion of mobility and large screens is reshaping the boundaries of computing devices, driving the transformation of the smart terminal market.

 01-High-End Market Soars, Foldable Phones as the Key Driver 

According to Sandalwood’s China e-commerce market data, from January to August 2024, smartphone sales above 10,000 RMB increased by 187% Y/Y, accounting for 3.2% of the total market, up by 2 percentage points from last year. Among Android and HarmonyOS devices priced over 10,000 RMB, foldable phones accounted for 70%, becoming the dominant form factor.

In the same period, foldable phone sales increased by 47% Y/Y, with vertical foldable phones growing by 24% and horizontal foldable phones showing even faster growth at 65%.

In the horizontal foldable phone market, devices priced above 10,000 RMB made up 46.5% of sales. Devices above 15,000 RMB accounted for 17.1% of sales, up significantly from 9.2% last year. The high-end smartphone market, particularly the high-end foldable segment, is expanding, with ultra-premium products gaining a larger share each year.

 02-Smartphones and Tablets Merge, 8-Inch Foldable Screens Become Mainstream 

The core driver behind this growth is foldable phones' enhanced mobility in large-screen scenarios. While 6-inch screens remain the standard for smartphones, the market for devices over 7 inches is growing rapidly, driven by foldable phones. Screens on horizontal foldable phones have reached 8 inches, with models over 7.8 inches holding an 82% market share. This innovative form factor is not only expanding the 7-8 inch market but also blurring the line between smartphones and tablets, enhancing the value of multi-scenario applications and driving the high-end market's continuous growth.

 03-Huawei’s Triple-Foldable Phone, Breaking New Boundaries in Size and Value 

In the 8-inch device market, smartphones now account for 51% of unit sales and 72% of total sales revenue. Although tablets and laptops still dominate the 8-inch+ segment, Huawei’s triple-foldable phone has pushed smartphone screen sizes to 10.2 inches, with prices reaching 20,000 RMB. This represents a significant upgrade in both product form and value. Mobility and multi-scenario capabilities have significantly enhanced, breaking the limits of time and space, enabling instant responses and collaboration, and meeting the growing demand for fragmented work. This allows users to handle tasks efficiently anytime and anywhere, improving both productivity and quality of life.

 04-11-Inch Tablets Lead the Market,12-13 Inch Tablets Show Growth Potential 

The tablet market is rapidly moving towards larger screens and mobile integration. Demand for 10-inch tablets is declining, while 11-inch models have become the mainstream size. Tablets in the 12-13 inch range are showing strong growth. Compared to the same period in 2023, 10-inch tablet sales fell by 32% from January to July 2024, while 11-inch tablet sales grew by 133%, becoming the dominant small-size tablet. Sales of 12-inch tablets increased by 53%, and 13-inch tablets saw an impressive growth of 235%, highlighting the robust development of the large-screen tablet market.

A similar large-screen trend is emerging in the laptop market, where sales of 12-15 inch models have declined, while 16-inch+ laptops saw a 25% Y/Y increase, reflecting growing demand for larger devices.

 05-Tablets Dominate the 13-Inch Market as Productivity Tools 

In the 12-13 inch hybrid market, tablets are gradually replacing some laptops due to their portability and versatility, becoming the dominant products in this segment. In the 13-inch market, tablets now hold 59% of the market share, surpassing laptops. With improvements in operating systems, keyboard accessories, and application ecosystems, tablets are increasingly being seen as effective productivity tools, gradually becoming strong competitors to laptops.

 06-From Desktop to Mobile, From Mobile to Integrated: Mobility Drives the Evolution of Computing Devices 

The emergence of foldable phones and large-screen tablets has blurred the lines between smartphones, tablets, and laptops. This cross-device integration meets the demand for all-in-one tools, allowing devices to seamlessly switch between different scenarios and enhancing their functionality and adaptability. This market trend shows that mobility is the foundation of computing device evolution, freeing users from being tied to fixed desktops or locations. The fusion of mobility and multi-scenario applications is driving the evolution of smart terminal devices. The shift towards larger screens and mobile integration is further meeting users' needs across various scenarios, becoming a key engine for the development of the smart device market.