In 2022 Q3, Huawei MatePad Paper becomes the best-selling e-paper tablet model in the Chinese e-commerce market

In March this year, Huawei released its first electronic paper tablet MatePad Paper in mainland China, equipped with Hongmeng OS, which marks Huawei's official entry into the electronic paper tablet field that has been popular for nearly two years. According to the RUNTO report, after its launch, MatePad Paper quickly became the fastest-growing single product. From March to the end of the third quarter, it ranked first in the cumulative sales of electronic paper tablets online market.

MatePad Paper, the cumulative sales volume from March to the end of Q3 ranked first

According to the data from RUNTO, the online sales of MatePad Paper directly surpassed the Amazon Kindle Youth Edition, which has occupied the top spot for a long time, and became the best-selling model in May two months after its launch; And in May, June, and July, it dominated the e-paper tablet online market for three consecutive months as the best-selling model. In May, the monthly sales volume exceeded 10,000 units, making it the only e-paper office notebook that has sold more than 10,000 units online in a single month.

China's e-paper tablet online sales TOP10 models from May to July 2022, unit: unit

From a long-term perspective, although Huawei’s sales have begun to fall since August, Kindle has gradually rebounded, and other domestic brands’ new products have brought impact, MatePad Paper still ranks among the e-paper manufacturers from March to the end of the third quarter. The cumulative sales of tablet models ranked first, followed by Kindle Youth Edition.

From a long-term perspective, although Huawei’s sales have begun to fall since August, Kindlle has gradually rebounded, and other domestic brands’ new products have brought impact, MatePad Paper still ranks among the e-paper manufacturers from March to the end of the third quarter. The cumulative sales of tablet models ranked first, followed by Kindle Youth Edition.

China's online sales of electronic paper tablet TOP10 models from March to September 2022, unit: unit

Benefiting from Huawei, the share of smart office books climbed to nearly 50%

Analysts at RUNTO believe that as one of the leading manufacturers of consumer electronics brands in China, the addition of Huawei has played two roles: On the one hand, it has played a role in the application market scale and attention of large-size electronic paper on the consumer side. Significant push-up effect. Judging from the current situation, the small e-paper tablet market has the support of big brands such as Huawei, and the market heat continues to rise. At the same time, the addition of Huawei also injected a booster into the market and accelerated the R&D and innovation of major ink screen manufacturers.

In the second aspect, the audience has gradually expanded from the initial reading crowd to the office crowd, and the adaptation of application scenarios has been further consolidated. Electronic paper tablets can be divided into three categories, namely readers, smart office notebooks, and smart learning notebooks. Judging from the performance of various product categories in the first three quarters, after Kindle announced its withdrawal from China, the growth momentum of readers has gradually weakened. After the release of Huawei MatePad Paper, smart office books have become a new growth pole for electronic paper tablets.

From the perspective of overall market share, the market share of readers dropped from 71% in the first quarter to 51% in the third quarter, while smart office books rose from 28.9% in the first quarter to 47.5% in the third quarter, and the market share increased. 18.6 percentage points.

2022Q1-Q3 China's e-paper tablet online market product structure, unit: unit

In addition, e-paper smart office notebooks have also become the main driving force for the increase in sales of e-paper tablets. Huawei's entry into the electronic paper tablet industry is not a replacement for traditional brands, but an enrichment and supplement. Most of the traditional brands, such as Kindle, Palm Reading, and Aragonite, are reader products, mainly for reading lovers. Huawei's flagship is a large-size smart office notebook, which is positioned in the smart office scene.

The e-paper tablet has shifted from being dominated by readers to being dominated by smart office notebooks, and Huawei has played an important role in linking the past and the future. The market space vacated after Kindle announced its withdrawal from China will be gradually divided by Huawei, HKUST iFlytek, and other brands positioned as smart office books in the future, relying on their own product strength, system strength, networking, and other advantages.

Attachment: Huawei's "1+8+N" strategic layout, five major scenarios

Huawei takes the "1+8+N" strategy as its strategy, takes mobile phones as the center, and extends the whole scene to build five smart scenarios: smart home, audio-visual entertainment, sports and health, smart office, and smart travel. Huawei's layout of the electronic paper tablets is an improvement of its strategic layout, enriching the implementation of Hongmeng ecology in smart office scenarios.

Huawei IoE full-scenario smart form

The Huawei MatePad Paper Ink Tablet Collector’s Edition is made of elegant black leather material, engraved with classic cross patterns, weighs 370g, and has a thickness of 6.65mm. It comes with an exquisite gift box. It is equipped with a 10.3-inch 86.3% screen-to-body ratio 227 PPI ink screen with a resolution of 1872 x 1404, supports an intelligent refresh rate, is equipped with 6GB + 128GB storage, and uses a Huawei Kirin 820E chip.

Huawei MatePad Paper Ink Tablet Collector's Edition supports LTE connection, and you can connect to the Internet by inserting the card. Surround antenna design, optimized for travel and handheld scenarios, you can read the information at any time and sign and approve emails in real time. It also has Wi-Fi 6+, a fingerprint power button, 32-level reading light, dual speakers, 22.5W fast charging, and other highlights. In addition, M-Pencil ushered in a new white matte version, and the note-taking function ushered in a number of upgrades.

System functions: The Hongmeng HarmonyOS of Huawei MatePad Paper Ink Tablet ushered in PDF smart typesetting upgrades, emotional tone reading, special fonts, bookshelf classification, card design, and other functions.

Attachment: RUNTO Electronic Paper Tablet Classification

E-paper readers take reading as the core function and are mainly used in daily life scenarios such as reading e-books and browsing news. E-paper tablets with a large number of reading resources are generally small in size (below 9 inches) and low in price (2000 yuan or less).

The e-paper smart office notebook has composite functions, not only the reading function, but also various functions such as handwriting, biometrics, voice conversion, multi-device collaboration, split screen, etc., and is mainly used in e-paper smart offices such as meetings and business negotiations flat. Generally, the size is too large (more than 9 inches), and the price is too high (more than 3,000 yuan).

The e-paper smart learning book is an e-paper smart tablet mainly used in educational scenarios such as independent learning and classroom teaching, with educational resources, educational entertainment, educational applications, learning planning, knowledge testing, and specialty development as its core functions. Generally, the size is too large (more than 9 inches), and the price is too high (more than 3,000 yuan).