In the smart wearable market, smart watches have already embarked on the Spring Festival Express. It is reported that children's smart watches, whether they are Huawei, Tencent, 360 or Xiaomi, are selling well. Children's smart watches are becoming just-needed. However, there are hidden dangers behind the hot sales, and the next step will be to create a segmented market.
According to media reports, the smart watches in major shopping malls recently boarded the "fast train" of the Spring Festival, attracting the attention of many parents and children. Not only that, the reporter noticed that after opening the major shopping websites and inputting “children's smart watchesâ€, there are all kinds of watches including Huawei, Tencent, 360, Xiaoxun, Sugar Cat, Little Genius, Xiaomi, etc., different styles and different functions. And the sales are quite impressive.
A shopping platform customer service staff told reporters: "Today's children's smart watches are constantly catering to the different needs of customers, and now the product has been upgraded from 2G to 4G. Not only has the function of positioning and communication, but also online learning, video, Highlights such as photographs are basically in short supply during the New Year Festival."
It can be said that children's smart watches, as a subdivision of wearable devices, are welcoming the development of "good timing." And in the industry's view, the wearable industry is more obvious than other industries. With the gradual development of China's artificial intelligence, Internet of Things and other technologies, segmentation will certainly be a direction for future market development.
Gradually become a necessityRetrospectively, since 2012, wearable smart products such as smart watches have attracted capital attention. With the maturity of wearable technology in recent years, the market for wearable smart devices has achieved rapid development in the past two years.
According to the quarterly tracking report of IDC China's wearable device market, the first quarter of 2017 showed that China's wearable device market shipments in the first quarter of 2017 were 10.35 million units, an increase of 20.3%. The smart wearable devices based on smart watches increased by 32.3% year-on-year, especially the growth rate of functional smart children's smart watches. In the first quarter of 2017 alone, the Chinese children's watch market shipped 3.51 million units. The growth rate was 64.9%.
"It can be seen that the segmentation of the wearable device market will be an important direction for future market development." Zhang Jianfeng, a well-known home appliance industry observer and critic, said in an interview with reporters that from a purely commercial point of view, "children "The best way to earn money with women" has always been the consensus of the Chinese market, and the consumption characteristics of these two major consumers are more emotional than rational. Among them, children's smart watches are representative products, which will also be the attributes of products in the future wearable market.
It should be pointed out that the firestorm of children's smart watches during the new year has formed a strong contrast with the previous coldness. A few years ago, the children's smart watches on the market were only a smash hit, but they were not good. So is the hot-selling children's smart watch now a short-lived one?
In an interview with reporters, senior industrial economic observer Liang Zhenpeng also mentioned that in the context of the widespread application of technologies such as cloud computing, big data and artificial intelligence, the children's smart watches on the market have greatly improved in function, on the "smart". Found a breakthrough. The children's smart watch has a mobile phone card, which can not only make calls, but also realize intelligent positioning, which is convenient for children to communicate with parents. This smart wearing device has gradually entered people's lives, and may even develop into just-needed products in the future.
“In addition, children's smart wearable devices are built in China's policy environment. Unlike foreign children's stocking, Chinese parents will prefer to adopt, they will follow the children's educational growth process, and guide the development of children. At the same time, under the influence of the second-child policy, there will be more and more smart wearable devices for children in the future, and the market potential is unlimited. It can be foreseen that the market demand for children's smart wearable devices is very large, not a gimmick. Observer Hong Shibin told reporters.
Hidden dangers behind hot salesAlthough children's smart watches take the Spring Festival express, they are very popular among parents and children. However, there are still many problems to be solved after taking off this layer of "hot" coat. It should be pointed out that the "big cake" of children's smart watches not only attracted a lot of veteran and new intelligent hardware manufacturers to compete, but even some cottage brands are also occupying the market.
In the interview, the reporter noticed that because there is no uniform standard for children's smart wear market, the market is mixed. Even some parents are skeptical about smart watches. They believe that there are too many categories of smart watches, which makes people feel that “scarring flowers are becoming more and more attractiveâ€, and there are also some niche brands that cannot meet the “intelligent†standards.
“There is no industry uniform standard that may restrict the development of the smart wearable market.†Liang Zhenpeng pointed out in an interview that relevant government departments or associations should apply for the establishment of corresponding management standards as soon as possible to help the smart wear industry to embark on the norm of development as soon as possible. high way".
In Zhang Jianfeng's view, children's smart wearable devices, as a new category developed in the industry, need a process from the start to the improvement of the market system. It is believed that with the deepening of the market and further competition, the quality and function of products will achieve breakthroughs, and some industry chaos will attract close attention and attention from the state.
Hong Shibin also gave a similar point of view. He believes that children's wearable devices, including smart watches, are still in the introduction period of a product. The national standards and rules may not be effectively followed up. This is the new category. In the future, the country will definitely have a unified standard for the hardware market for safety, intelligence, technology and quality in the children's wear market.
In addition, some market participants pointed out that due to the information leakage problem of many children's smart wearable products, it directly affects the healthy growth of children. In order to curb this phenomenon, countries such as Germany have adopted a “one size fits all†approach, which once prohibited the production and use of children's wearable products.
In this regard, Hong Shibin bluntly said: "Don't measure the Chinese market with foreign attitudes. First, China's entire consumer electronics market will certainly lead the world in the next five to ten years. China has advantages in the Internet sector, all The electronic products are the product development logic under the application scenario, while the foreign countries use the technology precipitation or technical support for the product development logic for many years. Secondly, the children's smart watches are in the feudal scene in China, from the product era to the Internet. A product of the times cannot be banned abroad because of the difficulty of leaking secrets."
Everything has its advantages and disadvantages. The security issues and privacy leaks of smart watches really need to be resolved. Liang Zhenpeng has said that this problem can be solved completely through the security operating system or security monitoring software. There is no need to block this because the product leaks. Smart devices.
Zhang Jianfeng further pointed out that all enterprises must eliminate the occurrence of unqualified product quality and non-compliance of content settings to ensure the child's physical and mental health and the healthy growth of children. If necessary, manufacturers can strengthen the construction of firewalls in the product category to ensure that information cannot be disclosed. At the same time, the state needs to strengthen its appeal to pay attention to this phenomenon, and can set up a set of laws or confidential measures to constrain the problem of information leakage in children's smart wear.
Create a segmented marketThe reporter learned that in fact, after the smart watch encounters the sales of “Waterloo†in 2016, the industry has pointed out that the simple function can no longer meet the needs of users, and it is the general trend for segmentation scenes and segmentation.
According to the reporter's understanding, whether it is tracking and positioning function, learning and development function, puzzle training function, or sleep monitoring function, sports record function, all indicate that the children's smart wearable market has begun to gradually transform from comprehensive functions to segmentation. Then, under the trend that the market segment is gradually becoming mainstream, how should enterprises and related departments move toward the path of transformation and development?
Positioning children's smart wearable products is actually the in-depth development of products. He is the product of product maintenance and more in-depth functions to improve the overall ecological development of the product. Hong Shibin pointed out how the biggest challenge facing the children's wearable industry is to capture user needs and pain points. This requires the company to start from the three aspects of increasing the variety, improving the quality, and creating the brand, to achieve the most extreme functions and values ​​of the products, to meet the diversified needs of the public, and thus to establish user stickiness.
Liang Zhenpeng believes that the era of heroes, although the market is unpredictable, but as the main body of production, enterprises should also control the quality of products and improve the qualifications of production enterprises while pursuing interests. For example, the calls of smart watches should be clear and accurate. Standby time, etc., to ensure that children are in normal use. Secondly, enterprises should also actively assume social responsibilities, increase more concerns to product safety issues, ensure the quality of the products produced, and ensure that the safety performance is reassuring and avoid being used by the criminals. Finally, Chinese companies should still change some design concepts, and must respect the special needs of the consumer groups to set up relevant products. Taking children's smart watches as an example, it is necessary to set some functions on the content that are conducive to the healthy growth of children. Do not develop products into children's intelligent "toys".
At the same time, the industry's “streaking†situation needs to be changed, and the state needs to be supported at the policy level to help the market transform and upgrade. Zhang Jianfeng pointed out that relevant departments should improve the entry barriers for production enterprises and strengthen inspection and supervision of existing products on the market. For example: set up industry technical standards, including positioning test, material safety, battery safety, radiation, signal quality, working time, waterproof testing. Providing policy guarantees for the safety of children's smart watches, allowing lawless elements to have no chance, and at the same time making a good start for the entire wearable device market, and doing a good role in demonstration, which will help the niche market to develop healthily and steadily.
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