E-reader gradually loses advantage of gift market

According to the latest data from the Analysys think-tank, China’s e-reader market share in the first quarter of 2011 was still Hanwang Technology, which accounted for 65.38% of the market share. The second place was Shantum Literature’s Bambook.

Compared with the fourth quarter of 2010, the market share structure was relatively stable due to the overall decline in overall sales. And because some medium and small reader manufacturers withdrew from the market, it is expected that the number of other manufacturers in the future market share will further shrink.

According to Analysys International, from the perspective of the current market situation, there are two problems in the future market: First, e-readers gradually lose the advantages of the gift market. As the e-reader gradually loses its status as a hot terminal at the current stage, the channels of the domestic gift market will shrink to a certain degree, and instead it will be for the expansion of the personal market and the customized market for the industry. Second, the content platform is still not enough to drive terminal vendor revenue. At this stage, users have not yet fully developed the habit of paying for reading, and users can also obtain pirated content through multiple channels. Therefore, the profit sharing of content platforms at this stage is still difficult to become a new growth point for the terminal manufacturers.

In addition, the Baiyi reader launched by Patriot has access to the Baidu library, and there is a certain degree of piracy at the current stage of Baidu library. Therefore, whether the content platform accessed by the e-reader is in line with the standard requires the market to regulate and further verify. . As a whole, due to the obvious homogeneity of terminals, the direct competition of terminal manufacturers is mainly concentrated in the support of channel capabilities and content platforms. With the gradual reshuffle of domestic e-reader terminal manufacturers, the market will gradually lead to oligopolies. trend.