(Reporter Li Miao) Analysys think tank, the latest data show that the second quarter of 2011, China e-book reader sales reached 311,200 units, an increase of 2.3%, slightly improved. Analysys International believes that in the second quarter of 2011, the price is to promote the e-book reader market, the key to improve sales, lower prices of some products Hanwang Technology 40%, Grand e-book reader to Kam price fell 499 yuan .
Analysys International analyst Sun Peilin that the above two reasons for lower prices is not the same. Among them, the price is to open Hanwang technology consumer market. Although some of its products declined more than the average gross profit margin, but with the gift market is shrinking, personal growth and sales market will be the key active content platform, so HW is the core of large-scale price cuts open the consumer market, inventory liquidation only additional results. Kingship of the price of May, including a grand, Patriot and other affected vendors, including terminal, Grand Kam ordered electronic book reader price reduced to $ 499, on the one hand it is to resist the impact of price Hanwang other On the one hand is to give up new space for the price.
Sun Peilin pointed out that with the terminal decline in prices in the second quarter of the overall e-book reader market sales of a certain improvement, but the terminal price is manufacturer in the hands of cards, the "price war" has given way to Hanwang Technology as the representative of the terminal manufacturers facing a severe revenue challenges.
Analysys International believes that Hanwang Technology's Hanwang must be greater openness, including open channels and its own content and other content docking platform, as much as possible to improve the user's activity, in addition, overseas markets also try room. The grand launch of the literary mode of the terminal to purchase the content presented, but also for China, "to pay for content + terminal free" experiment provides a good opportunity, although there will be some short-term losses, but focuses on training the user's payment habits, relying on the content profit will be possible.
Analysys International further pointed out that Austria-wing and other domestic manufacturers of electronic paper development will have the overall decline in the cost of terminal hardware may be, this e-book reader for the overall decline in the price of great help to the domestic part of the terminal may continue to maintain prices below 500 yuan.
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