Domestic GPS Market Report in the First Quarter

In recent years, the car navigation market is heating up. In the Chinese GPS market in the first quarter of 2013, there were a wide variety of navigation products and the distribution of brands was more diffuse and the competition among them was fiercer.

Report Highlights • Overall Market: Zhongheng’s focus on share rose by 3.9 percentage points from the previous quarter, rising from the third position in the brand watch list to first place. Huafeng e Road route dropped to second place in a row.

• Market segmentation: Huafeng e Road route won the top position in the PND portable machine market; Zhongheng has a 45.4% share in the driving recorder market; In the e-dog market, Zhongheng and the conquerors have accumulated nearly half of their attention. .

• Product prices: The proportion of products with medium and low price segment and the share of attention are all relatively high. In the first quarter, China's GPS market price index was stable at 86-90 points with a relatively small range of change.

First, the brand attention pattern

(I) The overall market • China Hengsheng to the top of the brand watch list In the first quarter of 2013, the constant attention share of the Chinese GPS market rose by 3.9 percentage points from the previous quarter, and rose to the first place from the third place in the brand watch list. Huafeng e Roadway’s share of concerns fell by 1.4 percentage points from the previous month, ranking it second. The share of other brands on the list is below 10%.

• Inconsistent brand awareness In the Chinese GPS market in the first quarter of 2013, there were many types of products, the brand distribution was divergence, the share of attention between brands was small, the brand’s attention to the pattern was unstable, and the competition among them was fierce.

(II) Market segment 1. PND portable market • Huafeng e road ranks first In the Chinese PND portable market, in the first quarter of 2013, Huafeng e Road route won the top spot with a share of 18.1%. I ranked second in the tour, with a share of 11.9%. The share of other brands on the list is below 9%.

2. Driving Recorder Market • Zhongheng’s focus on the share of over 40% of the Chinese driving recorder market in the first quarter of 2013 The products sold are classified into 20 brands. Among them, Zhongheng monopolized the share of 45.4% of the company's attention, ranking first in the brand's attention with relatively obvious advantages. DAZA ranks second, and has a greater focus on the share gap than Zhongheng. The brands with a share of more than 5% are PaPaGO and Newman.

3. The electronic dog market • Zhongheng and the conquerors have paid close attention to nearly half of their shares. In the electronic dog market, the first quarter of 2013, Zhongheng and the conquerors ranked the top two brands in the list of concerns, and their attention to the share gap was not significant. The share reached 47.2%. Ranked third in good leadership, concerned about the share of more than 10%. Brands with a share of more than 5% are also involved in the journey and Freelander.

Second, product prices

(I) Product price segment • Low-to-middle-priced products are mainstream In GPS products in different price segments, the number of products with a price of 1,500 yuan or less accounts for 73.1% of the total, and the cumulative focus is nearly 80%. The share of attention of products above 1,500 yuan is 21.5%, not the proportion of them.

(II) Market price index • The market price index is stable at 86-90 points In the first quarter of 2013, the weekly price index of China's GPS market stabilized at 86-90 points. The quarterly minimum reached 86.86 points in the last week of January. Since then, the market price index has changed slightly but still shows a slight upward trend, reaching the highest quarterly value in the last week of March, reaching 89.89 points.