As a pioneer in intelligent hardware, wearable devices such as smart bracelets and watches have been popular, and are highly sought after by entrepreneurs and capital. However, with the maturity of production, the entry of giants such as Apple and Samsung, and the indifference of VCs, the whole market has a polarization phenomenon: the entry-level hardware products with empty heads and lack of practicality are welcoming the tide of closure, and with Fitbit and Xiaomi. The wearable device giants represented by Apple, Garmin and Samsung account for more than half of the market.
Although IDC data shows that wearable device shipments have increased by 67% in the first quarter of this year, the days of these wearable device giants are not good.
As shown in the chart, the top five shipments were Fitbit, Xiaomi, Apple, Garmin, Samsung and BBK. The market share in the first quarter of 2016 was 24.5%, 19.0%, 7.5%, 4.6% and 3.6% respectively.
Wearables shipments in the first quarter of this year
As one of the first companies to enter the field of smart bracelets, Fitbit is the first in smart hardware and the world's largest smart bracelet and watch manufacturer's aura. The first quarter shipments were 4.8 million, with a market share of 24.5%. Occupy the top spot in the industry. But the plunging share price and lower-than-expected earnings indicate that the health tracking equipment maker is facing a more competitive environment. Apple is even more bleak. Shipments have dropped from 4.1 million in the previous quarter to 1.5 million, with a market share of only 7.5%, slipping to the third place in the market.
"All the light bracelets will die, we don't need it in the past, we don't need it now, we don't need a bracelet to tell me how many steps we have taken, except for the functional bracelet." Wang Huai, founder of Linear Capital .
In the face of increasingly homogenized market competition, smart wear manufacturers are also choosing different ways to gradually focus on market segments and segment people. They may focus on core functions mining, or combine with fashion to pass clearer products. Positioning to enhance user stickiness.
“In terms of function, smart wearable devices will be more abundant, and various wearable products will appear in different application fields. For example, smart watches and smart shoes that are anti-lost for children in the market now appear, health Wearable monitoring equipment for the monitoring and early warning of various health indicators in the field.†Dr. Wang Wei, global partner of Frost & Sullivan and president of Greater China, told the “First Financial Daily†reporter.
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