What is the charm of selling 40 million yuan a year?

This original article comes from WeChat public account: DT Finance (ID: dtcaijing), text: Cai Yi Ji; Editor: Tang Yeqin; Visualization: Zheng Shuya; Datom: Dong Daoli; Yunying: Su Hongrui; Supervision: Tang Yeqin.

On September 6, Huawei released the latest smartphone Mate 50 series, and played against the iPhone 14 released by Apple on September 7. For such a lively smartphone with a lively smartphone, young people may love to watch, but they do not really buy it.

According to statistics from international data companies (IDC), in the second quarter of 2022, global smartphone shipments fell by 9%year -on -year, of which about 67.2 million units in China's smartphone market, a year -on -year decrease of 14.7%.

Fewer and fewer people changing mobile phones have led to the continued decline in the smartphone market. But on the other hand, the market of smart watches continued to expand. Counterpoint data shows that the global smart watch shipments increased by 13%year -on -year in the second quarter of 2022, while in China, the sales of smart watches increased by 48%year -on -year.

We are curious: With the continuous decline of mobile phone sales, why can smart watches become a new favorite in the digital market?

What is a smart watch?

"Smart Watch" has been popularized in recent years.

Many people may be more familiar with its predecessor "smart bracelet". In fact, both of them are "smart wearables" products. Baidu Encyclopedia's definition of "intelligent wearable" is that "the application of wearable technology to intelligently design and develop the general name of (electronic) device that can be worn on daily wear".

At present, the most common forms of intelligent wearables include ear wearing (including various types of headphones), wrist weares (including bracelets, watches, etc.) and head wearing (VR/AR devices).

As the most advanced wristband smart wearable equipment on the market, smart watches can be divided into three categories according to their service groups: children's smart watches focus on precision positioning, security guarantee, learning assistance and other functions. Adult smart watches can assist fitness, portable office, online payment ... functions are more comprehensive.

According to functions, smart watches can also be divided into professional health, sports watches, and more omnipotent all -smart watches. But these are the subdivisions that have only appeared in recent years. At first, smart watches only used the "electronic watch" or "digital watch" of computing technology.

This history can be traced back to 1972: Japan's Seiko and Hamilton Watch Company have developed wrist computing technology and published the first digital watch "Pulsar" in history, which was priced at $ 2100. Since then, digital watches have been continuously improved and evolved into smart watches, and eventually, around 2015, with the enlisation of mainstream brands such as Apple, Huawei, Backgammon, etc., they successfully entered the ordinary consumer market.

To this day, new brands continue to join the smart watch market. Because compared to the saturated smartphone market, the smart wearable market still has huge potential. Smart watch -related technologies have also undergone great changes within ten years.

Take Apple's Apple Watch as an example:

In 2015, the first SERIES 0, although it can measure the heart rate and even the Wi-Fi, it is more attached to the mobile phone in terms of functions. In the next few years, it was only increased by exercise and health monitoring functions such as independent GPS, swimming waterproof, breathing training, electrocardiogram, blood oxygen measurement, sleep records, body temperature induction, and gradually independent mobile phones.

In recent years, with the launch of SOS emergency help and car accident detection, security functions will probably have also become a major trend in the iteration of smart watches in the future.

Interestingly, when the first -generation Apple Watch was released, Apple launched an Apple Watch Editation, which cost more than $ 12,000, and wants to make it a luxury that is similar to traditional tables. However, the update of helpless technology products is too fast. Unlike ordinary luxury goods, there are very few people who are willing to buy. The Edition series was also canceled in the second year.

What smart watches are you buying?

From the perspective of sales alone, Apple and Huawei are currently TOP of the domestic adult smart watch market. Their sales on Tmall are more than 10 times that of the third and fourth Xiaomi and OPPOs. Xiaomi and OPPO lack cognitiveness because they enrolled later (launched the first smart watch in 2019 and 2020, respectively, and affected sales to a certain extent.

Xiaomi is actually one of the pioneers in the wearable field. The first Xiaomi bracelet was released as early as 2014. According to statistics from the International Data Company (IDC), Xiaomi reached a cumulative 10 million wearable device shipments in 2019, of which wearable devices on the wrist -Xiaomi bracelets -contributed. But Xiaomi focused on the bracelet. In 2014, he invested in Huami Technology (now Amazfit manufacturer), and did not launch a smart watch brand that belonged to Xiaomi. It was not until recent years that the sales of smart bracelets declined that Xiaomi has forced Xiaomi to join the smart watch market.

Although the current smart watch market is not as many as mobile phones, the differentiated competition between different brands is still in full swing.

At present, the five smartwatch brands with the highest sales volume have different product lines, which are targeted at the needs of different people. Taking Apple as an example, the new Apple Watch released in September this year has three series: SE (cost -effective), S8 (all -round standard), and Ultra (outdoor professional). But the competitive advantage of each brand is different. For example, this year Apple tries to use Ultra to enter the field of outdoor professional watches, but it is not favored by many people. Because Garmin, a brand from GPS, has a natural advantage in this partition:

Jiaming's smart watches have professional field sports functions such as solar charging, high -precision positioning, high brightness LED lighting, heat adaptation and high adaptation. In contrast, even after upgrading, the Apple Watch, which is charged once a day and half a day, looks too "vegetable chicken".

The endurance experience of Apple Watch "one day" has been criticized for a long time. Whether domestic brands are Huawei, OPPO or Xiaomi, they must far exceed Apple at this point. Under normal use, the battery life of Huawei GT3 is 14 days, Xiaomi's Watch S1 is 12 days, and OPPO Watch 3 can reach 10 days. Compared to Huawei, OPPO and Xiaomi are more affordable in terms of price.

Although the child's watch market is smaller than the adult watch, it also occupies a considerable part of the market share. According to the IDC industry data, the shipments of Chinese children's smart watches in 2020 were about 15.82 million, accounting for 38.10%of the total market share of the smart watch.

At present, the sub -brand genius of BBG, because of the early entry, occupied the leading position of the industry, and the total sales in Tmall exceeded the second place in Huawei. According to forward -looking data, currently the small genius accounts for more than 30%of children's smart watches, which is comparable to Apple's market share in adult smart watches.

Why do you buy smart watches?

Sports record is the main reason why consumers buy smart watches, 67.9%of the interviewed users said that there is this demand. Sleep records, health monitoring, and GPS positioning are also the purpose of more than half of consumers to buy smart watches.

Zhang Tiantian (a pseudonym) of Apple Watch Series 7 was purchased half a year ago, just to monitor his health and promote his better exercise to start a smart watch. Half a year later, she felt that her daily habits did change:

"In order to close the (health index) ring, I can do everything. I will stand more and walk in daily life, and now I will get off at one time when I go home and take the subway in advance, so that I will walk 1.5 kilometers more than usual than usual , Consume 80 calories more. "

In fact, "health", "positioning" and "exercise" are indeed the most useful features of smart watch users. 61.1%of the respondents said that they often used the health monitoring function of the watch, and more than half of the respondents said that they often used GPS positioning and motion records.

The functions that those smartphones can complete, such as "telephone", "WeChat", "information", relatively few respondents said that they will often use smart watches to complete: only 32.1%, 25.6%, and 10.10%respectively Visitors said they would often use these features on smart watches.

In the Book of Xiaohong, in addition to brand recommendations and evaluations, functional purposes and appearance design are the most discussed aspects of smart watch -related notes.

Everyone's discussion of the face value of a smart watch is no less than the pursuit of its functional purposes. After all, the essence of intelligent wearable devices is "wearable" and becomes part of the personal image. Therefore, in the discussion of smart watches, adjectives such as "good -looking", "cute", "high -level", and "exquisite" often appear frequently.

In terms of functional purposes, in addition to exercise and health, "learning", "payment", "social", "game" is also a feature that everyone will pay attention to when choosing smart watches.

Zhang Tiantian, a new smart watch user, said that he will often use Apple Watch to "compete with others and add friends" to further inspire himself to adhere to exercise and maintain healthy physical data in the form of social networking.

The little demon fairy (pseudonym), who is planning to buy a smart watch, considers: If the office is tightly found, it is too conspicuous to take out the phone, and it can be convenient to touch the fish with a watch.

In addition to these relatively practical functions, there are many weird, useless but useless, but also sought after by some young people.

For example, the old users of Apple Watch SE are available (pseudonym). Recently, a third -party app called Airshot can be automatically equipped with special sound effects when smart watch wearers make air shooting, hand -shot shooting and other actions. During this period of "social weapon", as long as she sees her friends, she will play with BGM air shots.

On the station B, there was a mobile game with a smart watch with a smart watch:

With the continuous increase of dial area in various brands in recent years (Apple Watch has changed from the original 38mm disk to the 49mm dial of this year's new series of Ultra, which has expanded by nearly 30%), more functions are also possible.

At the end

After using the intelligent watch for half a year, and it really felt that it had the benefits of health monitoring, Zhang Tiantian said helplessly: "I feel that I was abducted by a smart watch."

Obviously I decided to buy smart watches, obviously the goal that I want to achieve through smart watches, but I feel an inexplicable sense of "traine" during execution, which is not uncommon among young smart watch users.

Xiaoyu (pseudonym) went to watch a movie last weekend. When she was seeing the excitement, the smart watch reminded her to "stand up and move".For a moment, she was "really thinking about whether to go out."

Xiaohongshu blogger@小 小 小 小 小 小 小 小 小 小 小 小 小 小 小 小 小 小: "With a smart watch, just like the donkey of the production team, I can't stop."

Perhaps self -discipline, from the beginning, is a Bianqin panoramic prison; and smart watches are a handcuffs we worked voluntarily -in order to better serve.

(Source: Apple's official website)

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