Smart wearable devices represented by smart watches continue to be cold around the world. Once upon a time, smart watches and bracelets were considered to be the new growth market after smart phones. But after the freshness has passed, until now, smart watches are still only niche consumers. Let's take a look at the relevant content along with the editor.
According to data from the market research organization IDC, only 2.7 million smart watches were sold globally in the third quarter of last year, a decrease of 51.6% from the same period in 2015.
Generally speaking, the current smart watch market is relatively sluggish, and more and more consumers' evaluations of it have changed from being a high-tech representative to a tasteless device.
Why would smart watches enter this awkward position?The function is still tasteless, when can it be strongly distinguished from the smartphone?
Most consumers classify their motivation to buy smart watches as early adopters. After buying a smart watch, a large percentage of these consumers will ask this question with regret: Why do I have to buy a smart watch after I have a smart phone?
This is actually the fundamental reason why smart watches have gone from being so popular to now that few people join in them-practicality. Most smart watches have not made much functional breakthroughs compared to smart phones.
Even the Apple Watch, which occupies the largest market size in smart watches, its main functions are focused on information notification viewing, health data tracking and sharing, and mobile App experience, such as in China, in addition to the traditional viewing time. Some functions of WeChat, Weibo, Alipay, Meipai, Ctrip and other applications.
Some smart watches of other brands have functions back and forth, and versions are constantly updated, mainly focusing on changes in appearance and watch materials. Up to now, there is no major independent function change compared to smart phones.
At present, these functions of smart watches are not necessary for users in watch usage scenarios. To sum up, they are tasteless.
Take the information notification view as an example. Most people really need a "electronic dog", can they view information anytime and anywhere, and follow up on the latest news?
In the case of a large amount of information bombardment during working hours, the existence of this function of smart watches is actually to bring pressure and social anxiety to its users, and then look at the health data. Heartbeat, step count, and exercise data can actually be understood through mobile phones when everyone is on the smart phone.
Why do we need a smart watch to record? It's even more tasteless to experience some functions of the mobile app on the watch.
Limited by the size and memory of the watch, most of the functions of the app need to be castrated. There are only a few functions that can be used, and the experience is not good. It is better to use it on a smart watch during this time.
Are these functions provided by smart watches really what consumers just need? Can it be independently distinguished from smartphones? From the feedback of most consumers, it is known-it is not that after a small number of smart watches are purchased, the final outcome is to be left idle in the corner.
Some consumers even think that buying a smart watch is a "feeling to spend money". They are full of expectations before buying, but after buying it back, they find that they are not as good as they imagined. Even some functions still need to be used with smart phones.
When the actual user experience is far lower than the expected value, it is not difficult to understand why the shipment of smart watches has not increased much in the past two years.
Poor endurance, difficult to solveIn addition to functions, another much criticized issue of smart watches is its battery life.
Compared with mechanical watches that only need the energy generated by hand swings in daily life, they can keep running forever without the need to provide additional energy storage supplements. Although there are many manufacturers of smart watches that can support the battery life of the previous month.
For users, there is actually a vague worry, who knows when the smart watch suddenly runs out of power.
What's terrible is that once a smart watch is out of power, it is really inferior to a mechanical watch.
In order to differentiate smart watches from ordinary watches, more and more intelligent collaborative interaction functions have been added. The processor has a greater demand for data calculation calls and consumes more power.
Limited by the size and weight of the watch, the battery capacity is limited. Even though the current battery life has been improved, the time it can support is still limited.
Before smart watch battery life technology has a major breakthrough innovation, endurance will be one of the main obstacles restricting the development of smart watches.
Consumers in the high-end market have low recognition, and traditional watches are more popularThe price of smart watches is mostly high-end routes, and the amount is not low. In fact, the targeted consumers are mainly mid- to high-end users with certain financial capabilities. Among these users, compared to smart watches that focus on satisfying functional requirements, they actually pay more attention to the value of goods. Compared with smart watches, precision-manufactured mechanical watches have a higher degree of recognition.
Judging from the current consumption trends, price is actually no longer the main factor influencing the middle class's choice.
Nielsen data shows that 45% of consumers are willing to buy luxury goods because of its more reliable quality and quality. In fact, this also shows that more and more users with high spending power attach importance to the value of goods.
At the same time, consumers have begun to value the sense of self-identity brought by products, especially for young consumers, self-identity and personality have become extremely important. In the era of forced economy, compared to smart watches that do not have breakthroughs in appearance and function due to limited technology and craftsmanship, traditional watches with more choices are more popular.
Regardless of appearance, hardware, battery life or practicality, there is no smart watch that can surprise consumers at present, and it still needs to continue to improve in order to gain market recognition.
The author once thought that smart watches are likely to become a phenomenon-level entrance, but if smart watches still have no breakthrough development, with the further development of smart phone materials and shapes in the future, as a representative of smart wearable devices, its fate will also be Can't escape being forgotten by the market in the long river of history.
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