Deep in the era of Internet technology, participants in any field, who will become the ultimate king, who will become the cannon fodder of the times, it is difficult to predict at present, maybe the next loser is the most unexpected That, this is the competitive charm given by this era, and it is also a cruel side of reality.
The rise of the smart wear industry is a typical example of the emergence of Internet technology. Four or five years ago, which person wore a smart watch on his wrist, and then put on a smart bracelet, walking on the street was particularly attractive. That is to say, at that time, the smart wear industry began to be popular. As of 2013, there were more than 200 wearable companies in the market, entrepreneurs entered the market, and capitalists rushed to invest. Smart wearable manufacturers have sprung up, and large and small companies are competing on the same stage. The scene is magnificent. At that time, the participants did not expect that the smart wearable market would be so sluggish today.
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In December 2016, the news of the closure of Pebble, the originator of smart watches, shocked the entire technology circle, which is the signal that the smart wear industry is going downhill. In addition, Asus has abandoned the Zen Watch smart watch product line due to the unsatisfactory sales of smart watches, Huawei's smart watch department abolished, Motorola terminated the development of a new generation of smart watch Moto 360... The technology giants are gradually withdrawing from the line. The smart wear industry has entered a bottleneck in development.
On July 7, foreign media The InformaTIon reported that the former smart bracelet giant Jawbone has entered the bankruptcy liquidation process, which means that another smart wearable giant can not survive the reality and fall, once again warning the major brands have to re-examine this The future of an industry.
It is understood that Jawbone and Fitbit, Apple and other competitors have resisted for many years, from the global layoffs, the sale of its speaker business, the discontinuation of the sports bracelet, the CFO and long-term financial pressure, until now bankruptcy, only two years. What makes this once smart wear giant fall from the altar? Industry analysis, Jawbone's product features are not unique, the price is much higher than other brand products, lack of innovation and core competitiveness and other factors to make it into a crisis.
From the king of smart bracelets with a market capitalization of 20 billion yuan in the heyday of 2015, to the closure of all businesses and the transfer of health-related hardware and software services, the fate of Jawbone is the epitome of the entire smart wear industry cycle. The influx of capital and talents has rapidly promoted the smart wearable industry to achieve a leap from scratch, and various carriers based on product forms are presented one by one, including smart watches, smart clothes, smart shoes, and smart jewelry. However, after only two or three years, the defects of the basic technology of the industry chain and the lack of talents have become prominent, resulting in a decline in user experience. Consumers are not buying, and the smart wear industry is in the first crisis. This is also the fundamental reason for the giants to withdraw in time.
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From the envy of pursuing a certain smart wearable product, to finally having the desire to go out and force it, and then not to be in the corner for a few days, I can’t think of it again. This is exactly what a consumer has never owned, and then abandoned this product. A true portrayal of it. Perhaps you think about it now, smart wearable products with smart bracelets and smart watches are too “pitsâ€, and this is precisely the premise of the entire smart wear industry entering the winter. Can't let consumers produce dependent products, how much do you want it to do?
First, the user experience is not good, and the specific performance is short standby time and inaccurate monitoring. At present, the health wear equipment generally needs to be charged, so as to ensure the normal operation of the data, but for example, the smart bracelet, the short standby time has become one of the reasons for many users to abandon it, no electricity for three or two days, the user forgot Charging, not charging, etc. will leave the smart bracelet in the corner and no longer lift it. In addition, smart bracelets and watches can monitor data, but the data is relatively simple and the monitoring is not accurate. The users often only see the data, the accuracy of the data itself and the meaning behind the data for the user are unknown.
Second, homogenization is serious, mostly monitoring sleep, statistical steps and so on. At present, a large part of the smart wearable product functions and forms are in a relatively concentrated state. According to Gartner, nearly one-third of users will be bored after using a wearable device for a period of time, and then choose to abandon it, with a smart watch deprecation rate of 29% and a fitness wearable device deprecation rate of 30. %. At such a high rate of deprecation, it is the weakness of the smart wear industry - homogenization is serious, too much focus on functional development and ignore the real needs of consumers.
Third, the value of the product is tasteless, and there is no practical or revolutionary application. Consumers have not formed a self-judgment standard for product consumption in the past, and now they have some judgments based on the product itself, based on technology, or based on application. Consumption is more rational and more concerned about new technologies. Practicality, especially the true meaning of improving the quality of life. This requires companies to change their eyes from the pursuit of new technology pursuits to the practical application of new technologies, such as solving health problems and proposing health advice.
Fourth, the joining of emerging technologies will not be of much revolutionary significance in a short period of time. Foreign media VentureBeat released news that wearable artificial intelligence (AI) is the next hot technology trend. Artificial intelligence technology seems to be able to wipe out fresh sparks in any industry. Of course, the smart wear industry will surely have a certain counter-productive effect, but in a short period of time, this anti-effect will not be quickly extended to the market, so the smart wear industry wants It takes a while to get out of the cold winter.
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The smart wear industry has entered a new historical stage, seeing the shadow of losers from Pebble, the smart watch ancestor, and Jawbone, the smart bracelet giant, so you can see from companies that are better on the market today, such as Fitbit, Xiaomi, and Apple. Belonging to the trait of a successful person - is different.
According to data from IDC, the US market research company, the global smart wearable device shipments in the fourth quarter of last year were 33.9 million units, an increase of 16.9% from the 29 million units in the fourth quarter of 2015. The industry's top is Fitbit, followed by Xiaomi, Apple ranked third, Garmin and Samsung ranked fourth and fifth.
In fact, Xiaomi's rapid expansion is obvious to all. Its Xiaomi smart bracelet is quickly put on the market with low-cost strategy, satisfying the needs of consumers who want to start smart bracelets but are entangled in high prices. According to the 2016 Global Wearables Market Report, Xiaomi bracelets shipped 15.7 million in 2016, and its market share increased to 15.4%. The Xiaomi bracelet series has already beaten Apple and has the second largest market share in the world. It is eating away the market share of Fitbit. In April of this year, the manufacturer of Xiaomi bracelet, Huami Technology, revealed that the shipment of Xiaomi bracelet has exceeded 30 million.
In addition to the low-priced millet bracelet, Apple's smart watch Apple Watch captures consumers' hearts with quality and innovative design. In 2016, Apple's Apple Watch shipments fell 7.9% to 10.7 million, with a share of 10.5%, ranking third in the market. The low price of Xiaomi, the quality of Apple and the innovative design make it have its own distinctive brand label, and those smart wearers who do not have their own unique characteristics will gradually fade out of the public eye and become the next cannon fodder.
At present, the product form of the smart wearable industry has been subverted. The competition for enterprises competes vertically in the hardware fields of technology and function. In the horizontal direction, whether a company will have the mentality of deep-rooted users to create new user values ​​and products. Value belongs to the level of abstract value. Obviously, the latter will be the main criterion for the distance between companies deep in the smart wearable market.
Next, the smart wear industry will become more rational. The industrial development will be from the disorderly entry to the orderly development stage. Who will take the lead in eliminating impetuousness, accumulating technology accumulation, innovation, and producing after deepening user demand? Revolutionary products, who will be invincible in the future smart wear industry.
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