關(guān)鍵字：超級本 筆記本
2012年1-5月，整體Windows筆記本電腦市場的銷量下跌17%，而因超級本的強(qiáng)勁表現(xiàn)，售價在700美元以上的中端市場僅下跌3%，同時，售價在900美元以上的市場與去年同期相比大漲39%。
“在零售市場上，超級本使得更高端 的Windows 筆記本電腦的市場接受度更高。”NPD集團(tuán)的行業(yè)分析副總Stephen Baker表示，“由于越來越多的消費(fèi)者選擇超級本，700美元以上的筆記本電腦的市占率由2011年的12%上漲至2012年的14%。由此可見，消費(fèi)者總是樂于接受更時尚、輕薄和優(yōu)質(zhì)的產(chǎn)品的。”
需要注意的是，超級本的銷量強(qiáng)勁增長不是以犧牲售價為代價的。2012年1-5月，超級本的平均售價為相當(dāng)高的927美元，5月以來首次降至885美元。這遠(yuǎn)遠(yuǎn)高出同期Windows筆記本電腦510美元的平均售價。實際上，由于超級本的銷量增長，整體Windows筆記本電腦的平均售價甚至比2011年還增長了13美元。
700美元以上的Windows 電腦中Ultrabook的市占率
Source: The NPD Group/Retail Tracking Service
Baker 補(bǔ)充：“眼看將進(jìn)入返校購物旺季，售價低至699美元的低價超級本將極為火爆。展望第四季度，Windows 8的發(fā)布以及觸控等多樣選擇都將使這一檔次的產(chǎn)品成為消費(fèi)者的首選。而這，對于略顯低迷的整個PC業(yè)而言將是一場甘霖。”
本文下一頁：參考英文原文：Ultrabook Propels Growth in Higher Price Point Notebooks as Overall Market Struggles
Ultrabook Propels Growth in Higher Price Point Notebooks as Overall Market Struggles
PORT WASHINGTON, NEW YORK, JUNE 28, 2012 – Ultrabook sales are off to a fast start capturing nearly 11 percent of all $700+ Windows notebooks sales at U.S. retail through the first five months of 2012 according to leading market research company The NPD Group’s Retail Tracking Service. While the overall Windows market for notebook PC sales fell by 17 percent, Ultrabooks helped propel the premium market with Windows notebooks priced over $700 falling by just 3 percent, and those priced over $900 increasing 39 percent versus the prior year.
“Ultrabooks have helped establish a market for more premium-priced Windows notebooks at retail,” said Stephen Baker, vice president of industry analysis at The NPD Group. “The share of sales that the $700+ notebook segment represents jumped from about 12 percent in 2011 to nearly 14 percent in 2012 as a result of the solid market acceptance Ultrabooks have gained. Consumers continue to respond positively to finally being offered stylish, thinner, and more premium device offerings than ever before within the Windows ecosystem.”
This strong performance comes as Utrabook ASPs remain considerably more expensive than the market, with selling prices that averaged $927 over the first five months of 2012 and only dipping below $900, to $885, for the first time in May. While this is considerably above the Windows market price of $510 average pricing has risen by $13 since the same period in 2011, in part due to the growth in Ultrabook sales.
Ultrabook Share of $700+ Windows Notebooks
Source: The NPD Group/Retail Tracking Service
“As we head into the crucial back-to-school selling season, lower-cost Ultrabooks, some as low as $699, will be the hot form factor,” said Baker. “As we look towards the fourth quarter, the expected launch of Windows 8, a wide variety of Ultrabooks with touch screens, and convertible form factors should continue to make this class of product top of mind with the consumer as well as provide a much needed revenue boost to the entire PC ecosystem.”
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