Smart Watch Market Survey: Feather After the Vent


When the capital faded, the smart watch industry returned to rationality, and small and medium players became cannon fodder.2014 was hailed as “the first year of intelligent hardware”, and many capitals and entrepreneurs flocked to it, with smart watches being the most popular.Even many practitioners believe that smart watches may replace mobile phones and become a necessity in daily life.However, in the past two years, smart watches have been mentioned less and less, and the wind is no longer as good as before.Instead, the launch conference of smart phones is still swiping the screen in the circle of friends, and more and more offline physical stores are opened.So, what does the actual situation of the smart watch industry look like?The author did an offline survey and visited several business districts in Beijing to try to show the status of the industry.Text: Huohuo (industry industry) is mainly high-end and low-end. It is reported that smart watch sales channels are mainly online and offline, and online is mainly based on e-commerce platforms such as Tmall and JD.Including: comprehensive electronics shopping malls, mobile phone brand experience stores, brand franchise stores, etc.To understand whether a certain electronic product segment industry is booming, the situation of offline channels must be one of the most important factors to measure it.To this end, the author visited a number of well-known business districts including Sanlitun Taikoo Li, Sanlitun SOHO, and World Trade Tianjie.In Sanlitun Taikoo Li Shundian, there are many types of electronic products sold here, including mobile phone communications, home appliances, computers, small kitchen appliances, and smart devices.Among them, there is a sub-category of smart watches in smart devices.However, there are not many styles of smart watches displayed here. Compared with smart phones and computers, there are fewer styles.And Apple Watch is mixed in the Apple mobile phone exhibition area, other smart watch brands have only one booth.There are 6 brands on the stand: Huawei, Xiaomi, Huami, Jiaming, Juntuo, and Xiaogencai.The price range of the watch is between 700-7000 yuan, and it is mainly in the range of 1000-3000 yuan.From the two aspects of brand and price, these are mid-to-high-end brands.According to the clerk Wang Xiaohua (pseudonym), the smart watches on the market have similar functions, including sports, heart rate monitoring, payment, Bluetooth connection to mobile phones and other major functions.The difference is that some support calls and some do not support calls; then different brands will have different prices; there are also different designs, which are based on consumer preferences.In terms of the crowd, Wang Xiaohua said that the market is mainly based on buying more than 1,000 yuan, and basic smart watches should have some functions. Many consumers can also accept this price, and people who buy more than 3,000 yuan will definitely be much less..For example, the Huawei Watch GT 2, which has just been on the market, costs 1,388 yuan, which has three functions: heart rate measurement, phone call, and music listening. It sells better.Offline is out of stock, you need to pay a deposit in advance to buy, online e-commerce platform purchases generally also have to be scheduled.After observing for an hour at Shundian, I found that there are very few people interested in smart watches, and the traffic is mainly in the smart phone area.Only a man in his 30s came to the store for a few minutes and experienced the Huawei Watch GT 2.When asked if this watch was in stock, the clerk said no, a full reservation is required.Then he left.Subsequently, the author visited the Taikoo Li Xiaomi House, Sanlitun SOHO Huawei authorized store, and Shijiazhuang Tianjie South Street Jiaming store, and found that the prices of Xiaomi and Huawei watches are mainly in the range of 1000-2000 yuan, with very few styles and optionalThe performance is far inferior to that of mobile phones; while Jiaming watches also cost more than 1,000 yuan, most of which are 5,000-8000 yuan, and some are more than 10,000 yuan.When searching for “smartwatch” keywords on mainstream e-commerce platforms such as Tmall and, the top comprehensive products are mainly Huawei, Apple, Xiaomi, Huami and other brands. Other unknown brands are rare.And rarely find smart watches under 500 yuan.On the one hand, it shows that the products sold online and offline have a high degree of similarity; on the other hand, players who are mainly low-priced non-big brands have gradually died, leaving little left.In response, an industry insider revealed: “Smartwatches were the hottest in 2015. At that time, there were still many small and medium players, and there were many smartwatches between 100-500 yuan. Due to the fierce competition in the industry, many manufacturers went bankrupt. Now they stayThe main brands are some strong brands, and the products are mainly positioned in the middle and high-end.”If you do n’t just need it, consumers lose their freshness. When I visited the Taikoo Li Xiaomi House in Sanlitun, the author saw a Xiaomi CC9 Pro standard version priced at 1299 yuan, equipped with a silicone strap, and the premium version was 1999 yuan.The difference is that the latter’s screen is sapphire and the strap is stainless steel. It may surprise everyone that Xiaomi’s smart watch is not cheap. In addition, the price of the smart bracelet 4 being sold is 169 yuan, andThree years ago, Xiaomi’s smart bracelet was only 59 yuan. According to the clerk Chen Cheng (pseudonym), people who come here to buy smart watches will be much less than mobile phones. After all, the price of a watch is more expensive than many of its phones. AlthoughNot many people buy smart watches, but there is also a certain amount of demand. Generally, users who buy smart watches have the following characteristics: income is not low, some are fans, or purely personal preferences, and some are used for cheating in exams, etc. smart watchesCompared with the mobile phone, there are some functions that are similar to the mobile phone. It can be said to be a simple version of the mobile phone, but it certainly has not as many functions as the latter. The advantage is that it can temporarily replace the mobile phone., Taking into account phone calls, sports monitoring, etc. But the disadvantages are very obvious, the screen is small, it is not convenient to use, and then the battery technology is difficult to make a big breakthrough, battery life can not keep up. Most of the smart watches on the market are just a smart port, Support for sports monitoring, find mobile phones, receive text messages, etc. In terms of product features, smart watches are far from smart phones. If you want strong battery life, users can choose to focus on sports smart watches, sports monitoring and dataThe management is more professional and refined. But at the same time the price will be more expensive, and usually does not support phone calls. In the survey, an interview with a senior smart watch user Wang Xuan (pseudonym), he said “the use of smart watches has beenFor more than 2 years, I now use the Apple watch 4, and it feels good, but the charging is a bit tangled.Daily use is OK, but it is more troublesome to bring a charger when traveling.The 4th generation is already pretty good, with one charge every two days.”The reason for buying Apple watch 4 is mainly based on Apple’s ecological chain. It works well with mobile phones, but it is not just needed. My commonly used functions are: receiving and replying to WeChat messages, real-time heart rate detection, exercise management, and then Apple.Synchronize calendar schedules and find mobile phones, occasionally used to answer calls. And compared with Android watches and bracelets, the price is not obvious, not as popular as airpods. Wang Xuan also said that he has also bought Android smart watches before,It ’s Huawei ’s brand. It cost 1,500 yuan. I like it at first, but I think it ’s dazzling to change the dial, but then it ’s not interesting anymore. I need to charge the electricity once a day, and basically put it at home after half a month.I have also used other Android-based smart watches, and they feel similar. I think the user experience of the Apple Watch will be better. Once I wanted to buy a tic watch, and later began to bind the virtual operator number of Minsheng Communications, I gave up and the price also neededMore than 1000 yuan. Some consumers also said that they mainly bought the product because it looks good, but the actual use frequency is lower.In addition, for the development of smart phones, some professionals said that the function is not too much, simple and practical is the best. For example: a longer battery life, GPS can be turned on and off, NFC simulated access control bus, screen can consider ink screen, etc. IndustryEntering the second half, the Matthew Effect apparently found through investigation that as capital becomes colder, many small and medium-sized smartwatch manufacturers have faded away, and the remaining ones are mainly large enterprises with capital and strength. According to the “2019”China’s Smart Watch Industry Market Prospect Report” shows that China’s wearable device market shipments in 2018 were 73.21 million units, an increase of 28.5% year-on-year. China’s total smart watch sales in 2018 were 205 units (excluding children’s smart watches), a simultaneous growth63%, China’s smart watch market will maintain a growth rate of 55% in 2019, exceeding 3 million units. In the global smart watch market in 2018, Apple Watch ranked first with 22.5 million units shipped, accounting for 50% of the market shareFItbit ranked second with a market share of 12.2%, and third and fourth were Samsung and Jiaming respectively.The total market share of the top four is 81.1, which is an increase from 80.2% in 2017.In addition, on November 1, Google ’s parent company Alphabet issued a statement announcing that it would purchase wearable device manufacturer Fitbit for $ 2.1 billion.The smart watch market is gradually reduced to the world of giants, and the trend is more and more obvious.Statistics show that in 2018, six smart watch manufacturers including Huawei, Apple, Huami, Honor, Ticwatch, and Jiaming occupied more than 60% of the Chinese market.The average price of China’s top ten smart watches is 1720.7 yuan.Regardless of the international or domestic market, the smart watch industry has completely entered the second half.Although the overall shipments are still rising, the stronger the stronger, the Matthew effect appears.Moreover, as China’s economy continues to grow at a relatively high rate, the market share of Chinese brands will become larger and larger in the future.On the one hand, the overall price of domestic brands is lower than overseas brands, and more users are willing to pay; on the other hand, Chinese brands are gradually recognized by consumers.However, it has to be denied that China’s smart watch market is faced with fierce competition in the industry, false demand, low frequency, non-rigid demand, poor battery life, and core technologies to be improved.Only by fundamentally solving these problems can smart watches have the opportunity to become as popular as smart phones and become daily necessities.At present, there is still a long way to go..