Smart wear is out of the trend of independent use of mobile phones

In recent years, with the rise of the national fitness boom and the acceleration of consumption upgrades, the growth of smart watches, smart bracelets and other wearable devices has continued to increase. Not long ago, at the world's first 4G Netcom smart sports watch FERACE3 conference, Ferace brand founder Wei Yunjian said that the current wearable device industry such as smart watches is moving from 1.0 to 2.0, the entire industry chain will Reshuffle adjustment and independent use of mobile phones have become an important development trend in the era of wearable devices 2.0.

        Nowadays, as the concept of national fitness continues to sprout up and take root, more and more people in the country are beginning to enjoy fitness and embrace fitness. With the rise of the national fitness boom and the acceleration of consumption upgrades, the development of smart watches, smart bracelets and other health-based wearable devices is on the fast track.

        In the second quarter of 2017, Apple CEO Cook said that the sales of smart watch Apple Watch showed an upward trend compared with the first quarter. Although the number has not been announced, it still gives the smart watch market a shot in the arm. The pattern of domestic smart watches is also changing. Hu Shengli, president of Jingdong Group's 3C business unit, believes that in the development of wearable devices, the market prospect of smart watches is the most promising. The sales growth trend of smart watches exceeds that of smart bracelets, and the proportion of online sales of smart watches is obvious. The growth prospects of smart watches can be broader.

        IDC data shows that in 2016, global wearables of smart wearable devices reached 102.4 million units, while in 2015, shipments were only 78.1 million units. In addition, relevant data also shows that in the next five years, only China's wearable device market is expected to reach 230 million yuan. Undoubtedly, wearable device industry 2.0 will enter a period of rapid growth.

        However, many wearable devices on the market are also facing "growth troubles" - most smart bracelets and non-talking smart watches can not be used independently from the mobile phone, and the use of the scene is not professional, becoming one of its growth rate. Big elbows.

        It is understood that from 2012, Google Glass opened the door of the smart wearable device market to the overall market outbreak in 2015 and then to this year's cold, the wearable device market experienced the market Waterloo in a few years, and even in 2017 CES canceled the intelligence The exclusive exhibition area of wearable devices is followed by the synonym of “chicken ribs”. IDC's set of data shows that the main reason for the cold wear of smart wearable devices is the decline in consumer curiosity, which has led to a decline in shipments from several vendors. The reason is actually the single function and practical application of smart wearable devices. The value is not high.

        According to a 2016 survey by Ericsson Consumer Behavior Lab, one-third of users have left their devices aside for a few weeks, due to the limited use of features, not for stand-alone products, and no built-in Networking features, etc. In addition, in a very small number of talk-enabled watches, battery life and functionality still need to be improved, and the overall consumer experience needs to be improved. From the current trend, the growth rate of smart wearable devices has slowed down overall, but looking at the essence through the phenomenon, this does not mean that the direction of smart wearable products is wrong, but because the consumer's consumption concept is more mature. Therefore, the smart wearable technology war will become the mainstream of the future market game.

        Many experts in the industry said that the core reason for the decline in consumer interest is that the product is not attractive, and the core of the product is technology. At present, the products that change the market without changing the drug are nothing more than letting consumers choose between the brand and the price, but ignoring the problem that really attracts consumers is the product itself.

        As the wearable device industry moves from 1.0 to 2.0, the independent use and scene of mobile phones has become two irreversible trends. First, the user's consumption concept is more and more mature. The positioning of the wearable device is no longer an "accessory to the mobile phone", but the wearable device has an independent communication module and can be used independently of other devices such as mobile phones. Second, the scenes need to be highlighted. For example, to be a healthy wearable device, collect different data around the sports scenes—running, hiking, cycling, swimming, different sports scenes, analyze and evaluate the sports data, and tell the users themselves. Whether the exercise is effective and how it should be improved next time.

        Based on this trend, some new products released recently have begun to make a fuss about the independent use of mobile phones, and pay more attention to reducing power consumption and enhancing application scenarios, so that consumers can get richer and more practical operation experience. Experts said that the expanding sports crowd has spawned an increasingly large market for smart wearable products. In the era of smart wearable 2.0, market segments are becoming the biggest hotspot. At present, the bracelets and watches in the category segment have become the protagonists. Because the top five companies in the sales of smart wearable devices are smart bracelets or smart watches. Therefore, in the competition of “homogeneous” wearable devices and fierce market competition, whether enterprises can get more cakes, the key is to have subversive innovations, but also to cut the “pain point” of market demand. Innovative needs of users can truly stand out in the market competition.