Can't take these four hurdles, wearable
In 1929, the US economy became increasingly prosperous, and the industrial production index reached an astonishing 126. In the same year, the worst economic crisis in the history of the United States broke out. The price of the stock market fell to the lowest point, and the worldwide economic recession followed.
At the moment, the wearable market is booming. According to market research firm IDC's latest market report, shipments of wearable devices worldwide exceeded 11.4 million units in the first quarter of this year, almost three times that of the same period in 2014 (3.8 million). .
However, a recent market research company reported that about one-third of "smart wearable device" users will stop using it within six months of purchase. The significant increase in product sales indicates the huge potential of the wearable market, and user activity and product stickiness are the continued profit growth points for wearable devices. Behind the seemingly prosperous wearable market, there are actually many worries.
Wearable market: "The wind is blowing, the pig is flying"
Lei Jun used the "stand on the Internet, the pigs can fly" to describe the rapid development of the smart phone industry in the "Internet" era. At the moment, the slogan of the "smart" era has arrived, and smart cars, smart bicycles, artificial intelligence and other fields are full of flowers, and the era of full-blown smart devices is approaching. At the same time, smart wearable devices are also taking the wind. As a pig on the “smart†outlet, the wearable market has taken off.
In recent years, with the advancement of sensor technology, the reduction of energy consumption of components, and the introduction of wireless standards such as low-power Bluetooth, wearable devices continue to grow at a high speed. According to the latest market report released by market research firm IDC, wearable devices have shown steady growth for the eighth consecutive quarter. In the first quarter of this year, shipments of wearable devices worldwide exceeded 11.4 million units, almost three times that of the same period in 2014 (3.8 million).
The huge increase in sales indicates that the wearable market is hot, and the strength of the industry giants is the inexhaustible driving force for the development of the industry.
On June 19 this year, wearable device company Fitbit was listed on the New York Stock Exchange, with a 48.4% increase on the first day. The current market capitalization has exceeded RMB 40 billion. Fibit's launch ignited the wearable market, and its powerful radiation effect on the wearable market should not be underestimated. As the first successful company in the wearable field, Fibit is bound to attract more manufacturers to join the ranks of wearables, followed by a wider audience of wearable devices and a flood of capital markets.
In China, the wearable market is getting hotter and hotter. According to the iiMedia Research index, China's wearable device shipments this year increased by 169.2% to 35 million. In July last year, Xiaomi bracelets went on the market. As of June 30, the total sales volume of Xiaomi bracelets exceeded 6 million, becoming the Internet company with the second largest sales volume in the world. In addition, some small and medium-sized CPs can not be underestimated, such as the B-round financing of the bracelet, the sports field Tenghai Vision (body memory), health care medical field Jiu'an Medical, Bao Laite and so on.
In addition, Samsung, Apple, Pebble's smart watches have also accelerated the development of the wearable market. According to the IDC report, Samsung shipped 600,000 global wearable devices in the first quarter, making it the only Android Wear smart watch manufacturer to enter the top five. Pebble sold 700,000 smart watches in 2014 (expected to be 800,000 this year). Although the sales volume is far less than that of wristband wearables, this sales performance is not a small number as a smart watch.
As the first wearable product launched by Apple, Apple Watch has been highly sought after. The Apple Watch has a pre-determined volume of more than one million on the first day of listing, far exceeding the annual sales of Android watches. Although the follow-up performance of Apple Watch is disappointing, but from the market reflection of Apple Watch on the first day, it can be seen that users expect high expectations for smart watches, that is, if you can make products better, The wearable market is very broad.
In short, with the addition of giant manufacturers and capital markets, the wearable market has become a booming industry.
Four hurdles
From a market perspective, the wearable field is hot, but from the perspective of development potential, the outlook for the wearable market is worrisome. The wearable market is going to break out, and it needs to go through four hurdles:
First, product drawbacks
Recently, in a survey of 19 million Fitbit registered users, only 9.5 million were active. That is to say, after users purchase Fibit smart bracelets, 50% of users rarely use or even stop using them. The user's stickiness of wearable devices is due to many drawbacks of the product itself.
On the hardware side, there are many drawbacks to wearable devices. For example, there are few features such as lack of function, lack of creativity, poor interface and operation experience, troubles in connecting mobile phones, and poor battery life. The most obvious of these is battery life. Traditional consumers have been accustomed to replacing the battery for several years and changing it once in a few days, which is bound to be difficult to adapt. At present, smart watches are generally hundreds of milliamps, but the pool capacity is too small and the battery life is lower.
Moreover, the functionality of wearable devices is not satisfactory. At present, the functions that wearable devices can achieve are relatively insufficient. The wearable devices that can be purchased on the market are mostly limited to taking photos, navigating, viewing weather, assisting social interaction, assisting in monitoring health information and assisting. Sports. In addition, wearable devices generally rely on other smart devices to achieve their product functions, and can not be used as a device independently. It is troublesome to connect a mobile phone.
Those who have studied physics know that under normal conditions, the density ratio of ice to water is generally 9:10, that is, ice floats on the water, 9/10 is in the underwater part, and only 1/10 is exposed on the water. This is the so-called "iceberg effect." The drawbacks of product hardware are only a small part of the surface of the water, and software and big data defects are the deep core of the cocoa wearable device.
Current wearable devices can't tell people what they really need. For example, the wristband can see the heart rate, but the average user wants to know more than the heart rate. What he wants is the physical condition, such as sleep quality, blood pressure. Wait, and how to adjust in the future. However, to do this, you need big data-level applications, lack of software and data support, and wearable devices are more like a hardware toy.
Second, the lack of phenomena-level products
As mentioned earlier, the wearable market has become a booming industry. In the future application direction, the demand for healthcare, infotainment and fitness will be the biggest highlights.
However, in the face of this fast-growing market, there is no product that really detonates consumers. The lack of subversive products indicates that the industry's explosion is far from enough. Subversive products have a huge driving force for the market. Take Apple's mobile phone as an example. In 2010, the iPhone 4 turned out to detonate the smart phone field. After that, Apple was also used as a standard. When Apple established a system. The entire industry will have imitation objects, and then open the competition in the entire market. In fact, this is also in line with the law of industry development, and phenomena-level products can detonate the market.
In contrast, the wearable market is almost the state in which the market has not seen phenomena-level products. Huang Leping, research analyst at Nomura Securities China Telecom, said that “only relevant products can only really attract consumers by launching products with subversive innovations. At present, everyone is still exploring, depending on whether they can launch special products. â€
Third, personal information security
Since the beginning of this year, with the release of Apple Watch, smart watches and smart bracelets have gradually entered people's lives. Smart wearable, most of them have the function of health tracking. However, many people are skeptical about the data from health tracking, and they are worried that their physical data will be stolen by hackers.
A Healthline survey found that nearly half of people who use health devices or health-related mobile apps are concerned that their data will be stolen. In 2014, it is conservatively estimated that 21 million wearable devices will be sold worldwide. In addition, it is estimated that by 2019, the total global sales of wearable devices will rise to 150 million. While consumers seem to like wearable technology, many people who are currently using health-care devices are concerned about the security of their personal information.
In today's era, the rapid development of electronic devices has greatly facilitated our daily lives. However, at the same time, the issue of personal information security has become increasingly prominent. An incident in which a hacker attacks a personal mobile phone and steals a bank card account password occurs. Smart wearables are worn by people, and the tracking information is available 24 hours a day. Once leaked, the consequences are unimaginable. Healthline conducted a survey that showed that more than 45% of wearable device users or people using related mobile apps are concerned that hackers may steal their personal health information.
Fourth, the realization mode
As we all know, the profit of smartphones mainly comes from the marketing profit of the products themselves, but wearable devices are very different from smart phones, and wearable devices are more dependent on the subsequent realization mode.
The business model of wearable devices not only stays on the hardware. When a certain user scale is reached, the realization of traffic through data analysis and application is the ultimate goal. This means that even if the front-end user needs are resolved, the back-end business model design is crucial.
Whether it is a hardware client or a pure hardware model, wearable brands have joined the cloud platform, that is, the data generated by users interacting on the wearable device will be transmitted to the cloud, and then generate new business models through big data analysis.
for example. Century Jiayuan has been focusing on the matchmaking market. Once the user succeeds, it will be lost from the platform. Through the smart bracelet, this part of the user can be retained and enter the marriage and love market. Specifically, the model designed by Century Jiayuan is to serve single users through the traditional marriage mode, and then track the successful users through the smart bracelet to obtain relevant data, and then push products such as weddings, thereby opening up marriage, marriage and love. Wedding the entire industry chain.
Conclusion
At present, the Internet is still slamming, and mobile terminals are increasingly becoming the interactive center of the Internet era. As one of the important mobile terminals, wearable devices will undoubtedly be the darling of the intelligent age. However, the wearable market is still a long way to go, and it still needs to go up and down.
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