Menu
Amazon's Kindle Fire still a minor player in China's tablet market

Amazon's Kindle Fire still a minor player in China's tablet market

Demand is growing for tablets from China's lesser known brands

Amazon's China brand name.

Amazon's China brand name.

Chinese users had to wait for over a year before Amazon.com officially brought its Kindle Fire tablet to the country back in June. But so far, shipments of the products have been very low as competition in the country's tablet sector continues to remain fierce.

In the third quarter, Amazon's tablet shipments reached 6,300 units in the country, up from 2,000 in the previous three-month period, according to research firm IDC. That put the company's market share at less than 1 percent in the country.

In June, Amazon officially launched its Kindle Fire HD tablet in China, starting at a low price of 1499 yuan ($244). In the previous months, the company introduced a localized version of its Kindle software to support Chinese languages.

In addition to offering the Kindle Fire on its own China site, Amazon is also selling the tablet through Suning, one of China's largest retailers, noted IDC analyst Dickie Chang. But Amazon is still in the early stages of its Kindle business, and facing stiff competition from rival brands and local vendors in the country, he added.

Amazon on Thursday declined to reveal sales figures for its Kindle Fire tablet, but said it was pleased with the product's performance in China and that customer demand had exceeded projections.

Analysts, however, said the Kindle Fire was probably struggling to stand out in the Chinese market. Despite the tablet's low price, little-known local vendors are selling even cheaper Android devices, said Wang Jun, an analyst with Beijing-based research firm Analysys International.

"These vendors have high shipments numbers, and you can buy their tablets at just 300 yuan ($48)," Wang added. "So the Kindle Fire doesn't really have a huge advantage."

In the third quarter, research firm IDC said 39 percent of China's tablet market belonged to smaller vendors classified as "others". In total, these vendors shipped 2.6 million tablets to the country, up from 2.3 million in the previous quarter.

The big brands also saw rising shipments. Apple in the third quarter remained China's largest tablet vendor, with iPad shipments grabbing a 34 percent share. It's newest products, the iPad Air and iPad mini, launched in China this month and are expected to help boost the company's shipments in the fourth quarter.

Samsung Electronics was in second place with an 11 percent share, while Lenovo held on to the third spot with 8 percent of the market.

In total, 6.7 million tablets were shipped to the country during the period. Next year, IDC projects tablet shipments in China will surpass the country's shipments of portable PCs, but sales of desktops will continue to remain strong.

Amazon did not rank among the top five tablet vendors worldwide in the third quarter, according to IDC data.


Follow Us

Join the New Zealand Reseller News newsletter!

Error: Please check your email address.

Tags Appleamazon.comhardware systemstabletsiPadAndroid tablets

Featured

Slideshows

Kiwi channel comes together for another round of After Hours

Kiwi channel comes together for another round of After Hours

The channel came together for another round of After Hours, with a bumper crowd of distributors, vendors and partners descending on The Jefferson in Auckland. Photos by Maria Stefina.​

Kiwi channel comes together for another round of After Hours
Consegna comes to town with AWS cloud offerings launch in Auckland

Consegna comes to town with AWS cloud offerings launch in Auckland

Emerging start-up Consegna has officially launched its cloud offerings in the New Zealand market, through a kick-off event held at Seafarers Building in Auckland.​ Founded in June 2016, the Auckland-based business is backed by AWS and supported by a global team of cloud specialists, leveraging global managed services partnerships with Rackspace locally.

Consegna comes to town with AWS cloud offerings launch in Auckland
Veritas honours top performing trans-Tasman partners

Veritas honours top performing trans-Tasman partners

Veritas honoured its top performing partners across the channel in Australia and New Zealand, recognising innovation and excellence on both sides of the Tasman. Revealed under the Vivid lights in Sydney, Intalock claimed the coveted Partner of the Year 2017 (Pacific) award, with Data#3 acknowledged for 12 months of strong growth across the market. Meanwhile, Datacom took home the New Zealand honours, with Global Storage and Insentra winning service provider and consulting awards respectively. Dicker Data was recognised as the standout distributor of the year, while Hitachi Data Systems claimed the alliance partner award. Photos by Bob Seary.

Veritas honours top performing trans-Tasman partners
Show Comments