This original article number from WeChat public: DT finance, word: food b f; Ed: tang qin also; Visualization: Zheng Shu elegant; Data: Dong Daoli; Operation: Su Hongrui; The prison system: tang also appointed.
On September 6, huawei released the latest smartphone Mate 50 series, with apple iPhone released on 7 September 14 positive play. So busy smartphone product infighting, young people may be watching, but don't really buy it.
, according to international data corporation (IDC) in the second quarter of 2022, the global smartphone shipments fell 9% year on year, among them, China's smartphone market shipments of about 67.2 million, fell 14.7% year on year.
Fewer and fewer people in the phone, which leads to the smartphone market has been falling. But the flip side, smart watch market expanding. Counterpoint, according to data from the second quarter of 2022 global smart watches shipments rose 13% year-on-year, while in China, smart watch sales rose by 48%.
We are curious: in today's mobile phone sales falling, why smart watches can become the latest must-haves in the digital market?
What is a smart watches?
"Smart" watches are popular in these years.
Many people may be its predecessor "smart bracelet" more familiar. In fact both are a kind of "smart" dressing products. Baidu encyclopedia is, for the definition of "smart" dressing "wearable technology was applied to intelligent design, daily wear with developed can wear the floorboard of the (electronic) devices".
The most common form of smart wear today including ear wear (including all kinds of headphones), wrist (including bracelets, watches, etc.) and head wear (VR/AR device).
Smart watches as a wrist strap on the market the most advanced intelligent dressing equipment, can be divided into three categories: according to the service people watch children intelligence main function such as precise positioning, security, learning, the old man smart watches are more focused on health monitoring; The adult intelligence watch can assist the fitness, portable office, online payment... A more comprehensive function.
According to the intelligent functions to its watches can be divided into professional health, sport watches, and more versatile with a watch. But these are the only category in recent years, initially, smart watches are just using the computing technology of "electronic watch" or "digital watch.
This period of history can be traced back to 1972: Japan seiko computing technology and the Hamilton watch company developed a wrist, and published in the history of the first digital watch "Pulsar Pulsar ()", was priced at $2100. Since then, constantly improve and evolve to become intelligent digital watch watch, and finally in 2015, before and after as apple, huawei, higher incoming mainstream brand, successfully into the ordinary consumer market.
Until today, still have a new brand to join smart watch market. As compared to the smartphone market is saturated, smart apparel market still has great potential. Smart watches related technologies, and within a decade, has undergone a great change.
Apple Apple Watch, for example:
On sale in 2015, the first series of 0, although can measure heart rate, wi-fi, but more dependent on the function in the cell phone. In the following few years, to increase the independent GPS, swimming waterproof, breathing exercises, electrocardiogram, blood oxygen measurement, record of sleep, sport and health monitoring functions such as temperature sensor, and gradually independent of the mobile phone.
In recent years, and, as the SOS emergency and accident detection functions such as the introduction of safety class function will probably become a smart watch iterative update a trend in the future.
It is interesting to note that the first generation of Apple watch out, Apple has launched a price of $12000 or more Apple watch Edition, want to make it similar to the traditional table class luxury. But helpless technology updated quickly, not like ordinary luxury to hold, very few people are willing to buy. Edition series in the second year also be cancelled.
Everyone in buy what smart watch?
Single look from sales, apple and huawei is the current domestic market watch adult intelligence fault Top, their Tmall sales, is ranked third, four more than 10 times of millet and OPPO. Millet and OPPO for incoming late (respectively in 2019 and launched in 2020, the first intelligent watches) and a lack of awareness, to a certain extent, affected the sales.
Millet is one of the pioneers in the field of wearable brand, as early as 2014 issued the first millet bracelet. According to international data corporation (IDC), millet to reach 100 million in 2019, wearable device shipments, including wrist wearable devices - the millet bracelet -. But millet focus bracelet, only in 2014 m invested in China science and technology (now Amazfit manufacturers), hae not been launched completely belongs to the smart watch brand of millet. Until smart bracelets sales decline in recent years, forcing millet joined the smart watch market.
The choice of the current smart watch market while not mobile phones, but the differentiation between different brand competition is still in full swing.
The biggest-selling five smart watch brand, subordinates have different product lines, according to the need of different people. Apple, for example, released in September this year the new Apple Watch, SE (price), the S8 (universal standard), Ultra (outdoor) three series.
But each brand competitive advantage is not the same. Such as apple this year trying to use Ultra into the field of outdoor professional watch, but not be valued by many people. Because started with GPS brand Garmin (Garmin) in the partition has a natural advantage:
The intelligence of the garmin watches with solar charging, high precision positioning and high brightness LED light, heat acclimation and highly professional outdoor sports functions. In contrast, even after the upgrade still needs a day and a half to charge (Ultra 36 hours of battery life) of Apple Watch is too "chicken".
Apple watches "imitation" from day to day life experience has been criticized for a long time. Domestic brands whether huawei, OPPO or millet, at this point should be far more than apple. Under normal use, huawei GT3 duration is 14 days, millet Watch S1 is 12 days, OPPO Watch 3 can reach 10 days. And relative to huawei, OPPO and millet more populist on price.
Although compared with adult watches, children watch market size is smaller, but also represents a part of the market share. In 2020, according to IDC industry data, the Chinese children smart watches shipped about 15.82 million, accounting for 38.10% of the total market share of smart watch.
Now a backgammon's brands little genius for incoming early, occupy the industry leading status, total sales on Tmall huawei, number two, by the end of a times more. Data according to foresight, little genius in the child smart watches accounted for more than 30% of the share, and apple's market share in adult intelligence watches.
Why people buy smart watch?
Motion record is the most main reason for consumers to purchase smart watches, 67.9% of respondents said the demand. But sleep records, health monitoring and GPS positioning, are also more than half of the purpose of consumers to purchase smart watches.
Six months ago bought Apple Watch Series 7 every day zhang (not his real name), to monitor their own health status, promote the movement of the intelligent better Watch yourself. Over the past six months, she felt daily habits have changed:
"In order to close the circle (health index) I did everything come out, can stand more walk more in daily life, and now will go home by subway station, so I'll do more walking than usual 1.5 km, burn about 80 calories."
As a matter of fact, "health" and "localization" and "movement" is indeed smart watch users the most used functions. 61.1% of respondents said they often use watch health monitoring function, at the same time, there are more than half of the respondents said they often use the function of the GPS positioning and movement records.
And those who can complete the function of the smartphone itself, such as "phone" "WeChat" "information", relatively few of the respondents said they would often use smart watches to complete: respectively 32.1%, 25.6%, 10.10% of respondents said they will be on the smart watch often use these features.
In the little red book, in addition to brand recommendation and evaluation, function use and appearance design, smart watches are related notes to discuss the most aspects.
For the appearance of a smart watch level discussion, as the pursuit of its functional use. After all equipment is to be "wear" smart wear in the body, a part of personal image. So in the discussions of the smart watches, "good" "cute" "advanced" "fine" and so on are often used to describe the adjectives of dress, also appear frequently.
USES the function, in addition to sports, health, "learning", "payment" "social" games "and other" is selected smart watch will pay attention to the function.
New smart Watch user zhang said he would often use Apple everyday Watch "competition with others, and friends", in the form of social further motivate yourself insist on sports, keep healthy body of data.
Are planning to buy a small magic fairy (a pseudonym) smart watches are considered: if Chad tight, office out his phone and showy, had the watch can also be convenient to touch the fish.
These relatively practical function, smart watches and there are many strange, seemingly useless, but part of the young little skill.
Such as Apple Watch SE users but person (a pseudonym), recently discovered a third-party app, called airshot can make air shooting in the smart Watch the wearer, the shape of the hand wanted deserve to go up automatically when the special sound effects, became her this time "social weapon", as long as meet a friend will joyfully BGM air shooting performance.
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