Where is the breakthrough of smart watches?

The same Apple origin, Apple Watch popularity was significantly lower than the iPhone, market research company UserTesting surveyed 52 Apple Watch users and found that although most people like Apple Watch, but this device is not enough to make them recommend to a friend or family. Why do you like Apple Watch, but there is no incentive to recommend to friends and family?

To smoothly use all the functions of the Apple Watch, you need to be bound to the iPhone. However, the main functions of the iPhone and Apple Watch, such as calls, WeChat messages, web browsing, etc., are very high, so for the average user, you have one. The iPhone is sufficient and there is no strong desire to buy an Apple Watch. In addition, Apple Watch's third-party applications are slow to run and they are also reasons users don’t want to buy.

Even full-featured Apple Watch makes it difficult for people to run around and buy each other. Should the force of the smart watch be shifted from the comprehensiveness of the pursuit of function to the accuracy of the demand for subdivision?

According to the user's age, smart watches can be subdivided into children's watches, adult watches, and elderly watches. Apple Watch belongs to the category of adult watches. For children watches and elderly watches, the user's rigid demand for them is "security protection."

The news that children are being trafficked in society is often seen in the newspapers. As a result, parents need children's smart watches to protect their children's safety by protecting their children's needs. For example, the current mainstream 360 brand children's watches on the market, small genius, etc., its main function is to call and precise positioning, these two features are to protect children's weapon.

On the basis of meeting the rigid needs of users, children's smart watches have added some interesting functions, such as voice group chat and like-like functions of the 360 ​​children's watches, making parent-child communication more interesting. The analysis of 360 children's watches on the use of children shows that the number of active calls of children is significantly higher than that of parents. Therefore, smart watches can also play a role in satisfying children’s needs.

According to the sales of 360 children's watches in 2015, it can be estimated that in 2016, its annual sales volume will reach 3 million, and the corresponding number of app installs will reach 6 million, because generally one child smart watch will have two app installs. Parents will install apps to keep track of their children.

Up to several million app installs are of great value. Parents who use app to monitor their children's trends are parents of high quality users of the mobile internet. They will form interactions with parents who use the same products in the future to form a parent-child community. The commercial value of this product will be greatly enlarged. .

Vertical communities bring highly sticky users and rich realization channels for products. The hardware creates vertically segmented products. The software provides users with in-depth content and services in the segmented areas. The community operation, through segmentation of user clustering and content management, forms a sticky community, thereby more effectively tapping user values.

For elderly watches, when the children want to be away from their parents, they can know whether the parents are safe or not, and if they have a dangerous situation, they can learn the first time. Therefore, the most basic function of old watches is still security protection.

It is precisely because the demand for security protection is a rigid demand, so children's smart watches and smart watches for the elderly are the future of the smart watch industry. According to data from the Analysys think-tank, 360 children's watches sold more than 1.5 million units in 2015, and released 360 children watch 3S, which has become an industry leader.

With the completion of major smart watch computing System platforms and big data service platforms, downstream equipment manufacturers shuffled, service products based on healthy big data gradually matured, and product differentiation increased. By 2018, the market size of smart watches is expected to increase. To 18.32 billion yuan.

Industry insiders predict that with the growth of the smart watch industry, the market size of elderly watches and children's watches in 2018 will reach 5.8 billion yuan. In this context, there are new players entering the game. For example, millet and Tencent have made frequent moves on children's watches, and the market prospects of existing players such as 360 children's watches are generally optimistic.

With the aging of the population and the comprehensive release of the two-child policy, the number of elderly, children, and pregnant women will gradually increase. At the same time, their physical functions will be relatively weak. Their daily behavior requires constant attention and requires the family’s meticulous care. The monitoring data of the smart watch can help the family and the medical staff to understand the specific conditions of the user, and provide the user with daily diet and behavioral notes. Positioning, calling, and other functions can allow the user to get in touch with other people under special circumstances. Therefore, the market prospects of the elderly watches and children's watches are broad, and manufacturers with advantages in hardware and software are more likely to lead the industry and increase the value of the entire industry.