Abstract:
According to data from RUNTO, in the first half of 2026, the sales volume of China's notebook computer market on online omni-channel platforms was 5.57 million units, a year-on-year decrease of 12.1%; the sales volume was 39.7 billion yuan, a year-on-year decrease of 4.9%.
Since the fourth quarter of 2025, the market has experienced year-on-year declines in sales for three consecutive quarters.
There are three main reasons for the market decline:
-In 2025, the national subsidy policy overdrafted a large amount of replacement demand in advance, but in 2026, the subsidy intensity declined, the preferential ratio was reduced to 15%, and quotas were set. The contrast between the two jointly affected the current market performance.
-The wave of enterprise/individual machine replacement caused by the discontinuation of Windows 10 in 2025 has also triggered the release of demand.
-AI servers have "drained" storage capacity, causing the cost of consumer laptops to soar: DRAM/SSD prices have soared more than three times since the low in 2025; Intel's CPU prices have increased across the board and low-end processor production capacity has been reduced. Cost pressure was transmitted to the end market, causing selling prices to rise sharply, further suppressing market demand and transactions.
Data show that in the first half of 2026, the average price of China’s laptop online omni-channel market was 7,120 yuan, a year-on-year increase of 8.2%.
On the traditional main sales platforms represented by JD.com, Tmall, etc., the sales share of the price segment above 4,000 yuan increased by 5.9 percentage points to 84.6%.
Among them, 6,000-7,999 yuan is the price segment with the largest sales volume, accounting for 25.4% of the sales volume.
At the same time, the price segment of 4,000-5,999 yuan was driven by Apple’s best-selling products, and its share increased by 2.7 percentage points year-on-year.
The high-end market of more than 10,000 yuan benefited from the full subsidy (the policy subsidy ratio is 15%, with an upper limit of 1,500 yuan) and the rigid demand for professional creation. The sales share rose to 14.0%, an increase of 3.3 percentage points from the same period last year. Eco-flagship models are the main sales force in this price range.
In the market downturn, the ability of leading brands to resist risks has become more prominent, and the Matthew Effect has been further strengthened. On China's traditional mainstream e-commerce platforms, the concentration of the notebook computer market continues to increase.
Lenovo, Apple, Asus, Mechanical Revolution, and HP ranked among the top five sales, with a combined market share of 82.3%, an increase of 11 percentage points from the same period last year.
Lenovo ranks first among mainstream online sales platforms with a sales share of about 33%. With its product layout in all price ranges, mature supply chain control and deep channel coverage, its share is almost twice that of Apple, which follows closely behind.
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