Five years of harvesting of tens of billions of parents, complaints are constantly, can the "Children's Edition WeChat" sit still first?

Tianxia Internet merchant Huang Natural

Edit Li Danchao

The small genius, known as the "post -10 social artifacts", stands on the forefront.

Recently, news such as "small genius tablet has not suitable for children's content, induced consumption", "don't buy a small genius phone watch can't enter the class group" and other news. On July 18, the Beijing Consumer Association, Tianjin Consumer Association, and the Consumer Rights Protection Committee of Hebei Province jointly interviewed Guangdong Xiaodi Science and Technology Co., Ltd.

Although it is called "the most priced children's watch in the Chinese market", it does not affect Xiaotian's leading industry for many years. According to the investigation agency Counterpoint, data in the first quarter of this year shows that the small genius has won more than 1 million units, accounting for 3%of the global smart watch shipments.

Small genius overseas brand "IMOO" accounts for 3% of the global market

It positions itself as "Children's Edition WeChat", and has become the "tide play artifact" on the wrist of elementary school students in recent years. After 10 contacts with electronic products earlier, it supported a market segment that could not be underestimated in the smart watch industry.

"No matter where you are, a phone call can be found immediately." The melody of "Smurfs" and magical lyrics were played in the building TV, deepening the hearts of thousands of parents. Little genius also grew into a small giant in this slogan. On the official website of Xiaoyi, the cumulative sales of children's watches in 2020 reached 20 million units. At the average price of 500 yuan per unit, the small genius phone watch was launched for 5 years and took out tens of billions of billions from parents' pockets.

As the winner of the market segment, how much imagination will there be in the future?

The limited edition premium is 2,000 yuan, and the children's watch of adults

Why buy Xiaotiancai? The mother of 5 -year -old boy Yang Yang was deeply appreciated.

For the first time in this summer, her son had to go to interest class alone. For safety reasons, she decided to buy a children's watch for the child. After studying the selection strategies, Yang Yang's mother was fascinated by Xiao Tiancai: "It is said that the little genius can be positioned remotely to the floor. The child can see wherever he is on the car, and you can see the mood, body temperature and heart rate. There are so many information in a table, it is very helpful when you can't pick up your children when you get off work. "

Coupled with the "touch" promoted by the little genius to make friends, Yang Yang's mother finally entered a small genius phone watch. "Now I can't do without it. Panic. "

Parents on social media have the positioning and positioning of small genius telephone watches

Children's watches are actually a "children's mobile phone" that can make parents feel assured and safe. It is the biggest selling point of the product. The small genius that continuously stacked in remote functions, now extended the function of motion recognition, position judgment of multi -dimensional space, and mood monitoring. Essence

In addition to this "sense of security" hard core, small genius from the back -step high -level department also aimed at the soft demand of a new generation of parents' "symbolic consumption".

At the beginning of the birth of a small genius, he began a high -profile and high -priced strategy that surpassed his peers. In 2015, the small genius Y01 was spread out at the major sales channels at 789 yuan. The price was only one -half of the 360 ​​children's guard watches, which came out of the same year. It turns out that this strategy understands the parents who are willing to pay for the "swallowing beast": Compared with the price, parents pay more attention to the brand image. At that time, this "expensive" children's watch sold more than 1 million units and won the industry first.

The high premium route is still working. In September last year, the Little Genius launched the co -branded model of the Z7 ice and snow Qiqi Aisha, which is the "most expensive children's watch".

Binding popular Disney IP plus limited sale, Z7 Snow Snow Qi Yuan Yisha's Princess Aisha is sold out of stock in stores and official flagship stores. The original price was 1998 yuan. The market premium in the hands of dealers has reached 3888 yuan. It even had a price of nearly 5,000 yuan. Some parents teased: "I did not expect that after half a year, the price of the daughter's watch can still double.

Small genius Z7 Ice and Snow Limited Limited Edition Double Price

20 million units were sold in four years, and one piece was made into "social tide play" after 10

Here, the parents who paid the bill, on the end of the product user, the little genius also created the moat from the "children's perspective".

Few people are not surprised by the function of tie in the small genius. In addition to the various applications such as the front and rear dual camera design, video call, and micro -chat circle of friends, the watch can also link a series of ecological intelligent hardware: for example, connect to smart toothbrushes, connect wireless headphones, and complete the daily health monitoring and exercise volume ...

Not only that, there are various dazzling big horses, Iron Man and other theme designs to satisfy their childlike hearts. Some netizens who watched the evaluation commented: "When did you launch the genius, the elderly envious of crying."

And Xiaotian's strongest "trick" is to open up a new model of establishing a circle of friends after 10: two watches can add friends to add friends, so that children can quickly get familiar with. Seemingly naive "sense of rituals" makes children happy, and even children's watches of other brands will be excluded from the "small genius social circle".

Watch "touch" plus friends

Using this premium advantage, the small genius allowed the product to form a spread chain, which guided the final consumption choices between parents and children.

Although small genius can also leave contact information and call friends with different brands of children's watches, it still accurate children's psychology of being afraid of being isolated and fun. In the small genius buyer show, "touching" has become a significant reason for buying. Some parents shared: "In order to make friends with my classmates, the baby is noisy to buy a small talent." It has been continuing market advantages. According to the statistics of Countpoint, from 2018-2019, the market share of small geniuses in the world has increased from 24%to 26%in the world. According to the statistics of forward-looking economists, Xiaotiancai accounted for 31.1%of the children's smart watch market in 2020, which is the city. Brand with the highest occupation.

On the small genius official website, the cumulative sales of children's watches in 2020 reached 20 million units. According to the latest census data, a total of children under the age of 250 million in my country have roughly calculated that in the country, at least one of the average 12 children has a small genius phone watch in the country.

"World Business" found that since the summer vacation this year, the little genius is still the top three brands of the smart children's watch in Tmall. The new flagship model Z8 of 1998 followed, and the monthly sales reached 4,000 units. Jingdong Q1A is also the same crown, with a sales volume of more than 20,000 units in the past 30 days. Calculating these two platforms alone, in the past month, this best -selling small genius item has a monthly sales of 30 million yuan.

Back to the "Backgammon", the winner of the children's watch high -increase

Since 2015, Little Genius has launched four product lines, namely "Y, Q, Z, D series", and no less than 10 iteration products. The current main product line is the high -end flagship model "Z series" and entry -level machine machines. The "Q series" has maintained the speed of product renewal at the fastest and slowest year.

Compared with the launch of the first -generation product 360 children's guard watches in 2013, and Aba Tamachi, which came out in 2014, it was not too early. In addition to the characteristics of the product itself, it is also the key to winning the "step -by -step high series" that is tested and uncomfortable. It is also the key to win in the market segment.

Before the little genius, the successful electronic education product of the previous step -by -step high -level department was a step -by -step high -point reading machine. "Mom no longer has to worry about my learning" and "where to order" and "wherever you don't order", leaving a deep impression on the audience. Little genius continued this gene, not only willing to put the capital to quickly start the brand, but also to find celebrity endorsements in the hot "Dad" at that time, rolling advertisements on children's shows ...

In addition to advertising, BBK has 18,000 terminal sales outlets across the country, occupying a hypermarket and proxy stores around the school where adults must visit adults. This seemingly routine and slightly traditional play, the effect is immediate. The first product of the first product of Xiaoyi was sold in the summer of July to September, and 700,000 units were sold, surpassing the global shipments of Samsung's best-selling smart watch Gear S2 in the same period.

"Magic advertising words+star endorsements+spreading stalls to the whole country", the young genius seized the golden period of high growth of children's watches in my country from 2016 to 2020, becoming the weathervane of the industry's development.

In contrast, some children's watch manufacturers sold online are sad. With mobile phone manufacturers such as Huawei and Xiaomi have entered the children's smart watches in recent years, many manufacturers who are mainly "early" and focus on Internet play are fighting in relatively low -cost competition. For example, children's watches such as Abbach and Sugar Cats are now only about 2.5%.

The shrinking market and product controversy, the hidden concerns of the small genius

As the winner of the smart watch segment, today's little genius cannot be at ease.

Especially this year CCTV 3.15 exposed children's telephone watches: some product operating system version is too low (Android 4.4), which is easily invaded by malicious software and retrieved the camera authority. For information exposure, causing hidden safety hazards.

Although according to product introduction, small geniuses use new hardware and system versions and are more complete in authority management, it does not mean that the product has no possibility of vulnerability at all. The products that were originally purchased for safety have hidden hidden dangers, which has also become a new concern in the hearts of parents.

This year, the built -in applications of small genius have also exposed more and more problems. Recently, small genius products have been complained by many parents' complaints to "induced consumption" and "children's inappropriate content". Although the brand has proposed rectification measures such as removal products, the questioning sounds are still endless. On the black cat complaint platform, there are as many as 276 complaints involving small genius telephone watches in the past year, of which multiple complaints are "deducted for no reason" and "induced consumption".

Black Cat complained "induction consumption" problem of parents' reactions

From the perspective of the market, although the small genius only won more than 1 million units in the first quarter of this year, the growth rate was slowing down from last year. According to data from the survey agency, the small genius in the first quarter of this year was third in the domestic smart watch market, and the total shipments fell 26%year -on -year.

The steps of small genius have slowed down, part of the reason come from the impact of this year's epidemic, more online lessons and fewer outs, resulting in a decline in sales of children's watches.The other reason may also come from the growth challenges facing domestic children's watches, market shrinkage caused by the decline in the birth population, and the difficulty of product innovation and the degree of functional upgrades, which leads to the longer -term period of the user's replacement and low replacement rate.At the same time, market competition is still fierce.After Huawei was blocked by the development of the mobile phone business, he turned to the wearable battlefield, and the children's smart watches became one of the important directions; Xiaomi, who did not go away, occupied the increasingly cost -effective market through the children's watch brands such as Mi Rabbit and Xiaoxun;Fei and other are also involved in this market ...

Sayingby to the era of high growth. At present, Xiaotian wants to continue leading in the subdivided field. He has to calm down the current storm, while using more "new tricks".

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