Is the smart watch market a cold watch for children with smart watches?

The early years of the development of smart watches have been relatively hot, and the brand and quality have also been uneven. Samsung and Apple have entered the market one after another, and they have squeezed out some of the small brand smart watches that have followed the trend. At the same time, some manufacturers have seen the development potential of children's smart watches. For a time, children's smart watches with "safety" and "positioning" as the mainstay have appeared in the market.

However, the entire smart watch industry has been cold this year. According to IDC’s “Global Smart Watch Second Quarter Market Report” in July, global smartwatch shipments in the second quarter of 2016 were 3.5 million, down 32% from the 5.1 million in the same period last year. The first year-on-year decline. At the same time, Apple's market share dropped from 72% to 47%, and sales fell by more than half to 1.6 million. However, Apple still occupies half of the smart watch market, while all other manufacturers have shipped less than 1 million.

Children's smart watches are no exception. This industry has been considered by the industry to "have a billion-dollar market," but according to industry sources, almost every manufacturer will exaggerate sales. In the interview of intellectuals, it seems that I can feel the downturn of this industry--the intellectuals have contacted seven practitioners, and four of them have left their posts.

Cottage manufacturers see the opportunity and the quality of polarization is obvious

The first function of children's smart watches is "safe positioning" to prevent children from losing, and some can also achieve two-way conversation. After the upgrade, some adult wearable devices are also used on children's smart watches, such as step, waterproof, fast charge, and use high-definition AMOLED display, high-performance processor, and even specially designed for children. The interactive interface changes from “function machine” to “smart machine”.

Nowadays, several relatively bright children's smart watch brands that can be heard on the market are BBK small genius, Sogou sugar cat, 360 Badilong, Xiaomi and so on. These manufacturers have started with smart watches or have been engaged in the research and development of children's equipment, and the quality and function of the products are basically guaranteed.

Contrary to these, there are some “cottage products” of Shenzhen Huaqiang North that follow the trend. It is understood that in September last year, the number of manufacturers in Shenzhen reached 500. Different from big-name manufacturers, these manufacturers start from the foundry, and they will also manufacture other types of products while doing children's smart watches. The servers and maps used by these children's watches are mostly third-party products, and their positioning and security are poor. The appearance is also mostly shoddy, the material used is lower than the child safety standard, and the overall practical experience is poor, but the price is low.

The main function of the product was challenged by the parents.

This year, CCTV's "Focus Interview" column reported that some children's smart watches have security risks and are easily attacked by hackers. Not only can they easily obtain data from smart watches, but they can even eavesdrop on watches.

A stone stirs up a thousand waves. Many media have reprinted, which has caused a certain impact on the children's smart watch industry. But according to the intelligence investigation, this conclusion is not accurate. "Focus Interview" selected 14 children's smart watches on the market, 5 of which are relatively safe, and 9 of which have security risks. Most children's smart watches with safety hazards are produced by brand-name manufacturers. These manufacturers have neither their own servers nor their own back-end data support. The maps and call parts used by them use third-party products, such as being cracked by hackers. Serious security issues such as inaccurate positioning, parents' doubts about their security are not unreasonable.

In addition, in many shopping malls, things have found that "no radiation" has become an important selling point of the product. The radiation of children's smart watches, whether it affects children's body, has become another aspect of parental concerns. Zhizhi also asked the insiders, the industry insiders said that children's smart watches that meet the production safety standards have radiation-emitting objects such as batteries, GPS, Bluetooth, Wi-Fi modules, which are similar to mobile phones. Too much worry. But those inferior products are not controllable in quality.

Zhiyi interviewed a marketer of children's smart watch service providers. He said that the decline in children's smart watches has been related to the school's control over smart devices. Although there are no games and other content on the watch, there is usually a monitoring function. This function is completely operated on the parent's mobile phone. There will be no reminder on the watch when listening. Although the child does not know that he is being monitored by the parents, most teachers are disgusted with this function and are prohibited from being outside the school.

What is the pain point of a child's smart watch?

Now the basic function of children's watches is positioning and talking, but there are also some manufacturers to add new features on children's smart watches, such as social, listening to English, the price is also a lot higher than the single function. The increase in new features will inevitably increase the load on the chip, and the traffic used by these features will greatly increase. According to people familiar with the matter, the current single-use smart watch can fully meet the demand by using 2G communication. After adding new functions, 4G network needs to be used, and the follow-up expenses of parents will increase a lot.

Even so, more functional children's watches are the development direction that manufacturers are envisioning. Compared to the strategy of attracting users at low prices, big brands are taking another path - providing more derivative services.

In the interview with the media in July this year, Wu Bin, the founder of LeTV Kido, said that it is not enough for smart children's watches to have only the functions of “calling” and “positioning”. The core of the function should be “high quality companionship for the growth of children”. "Add smart watches to the functions of children's needs, such as stories, children's social activities, sports steps and companion robots, and lay out the future of products from the content."

The product manager of a 360 children's smart watch also said that in the iteration of the product, improving user stickiness is the primary difficulty. The simple function of safety and positioning does not give users a long-lasting freshness. Only high value-added products can make children not bored with watches. But the product manager is also frank, and cheaper products sell more. In the 360 ​​Taobao store, you can also see that the 360 ​​199 yuan Badilong se monthly sales of more than 30,000, 999 yuan 5s can be video camera watches monthly sales of only 1400.

How will children's smart watches develop in the future?

In the investigation of the intellectual property, it was found that there is no market report on children's smart watches, but in the IDC report, a report on the shipment of smart watches in China was found in September. According to the report, China's smart watch shipments soared in the second quarter of 2016, up 13.2% quarter-on-quarter and 81.4% year-on-year. Among them, Xiaomi, Lexin, Xiaogencai, Apple, 360 accounted for the top five market share, and only Apple's shipments fell, others have a larger increase.

But this report gives only the "shipment" data, not the "sales volume". The two concepts are separated by inventory. It is hard to say how much real sales are.

IDC released a forecast for wearables for 2016-2020 in October. According to the report, the current market demand for wearable devices is still very large, and the future development direction is “multiple branches”. Among them, basic wearables such as fitness trackers are moving in a more simple and easy-to-use direction; smart wearables such as smart watches have not yet reached a universal state, but multi-functional products are very popular in the market. In this report, children's smart watches are not separately classified. On the one hand, the market may be too small to be concerned by research institutions, or children's smart watches have been included in the statistics of smart watches.

Although children's watches are part of smart watches, they are even more important for children's safety, and parents will be more cautious when purchasing. Domestically, the reshuffle of children's smart watches has not completely ended. The lack of products that dominate the market is actually a blue ocean. Users with accurate user orientation and good user experience will be the future direction of children's smart watches.

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