In the middle of this month, the World Internet Conference came as a date, and the wonderful exchanges between entrepreneurs and experts and scholars seemed to be a master. For the future, the various plans for reality are delightful. However, after the laughter, the diagnosis of the market is the most thought-provoking.
Smart wearable devices seem to fail to grow smoothly after being lovedIn ancient times, people were chronologically arrogant, and the sun, the moon and the stars were the pins on the stone plate. In the middle of the thirteenth century, early mechanical clocks appeared in northern Italy and southern Germany. The pocket watch appeared in 1510. Then in 1918, a Swiss watchmaker named Zana Shanu designed a relatively small clock and installed belts or metal belts at both ends. Since then, people have watches.
In the face of the watch, the wearable device "older generation", smart wearable devices are the pioneers of 21st century technology products, but it seems that it has not been able to develop smoothly after being loved. In the second quarter of the global data sales of smart watches released by Internet data center IDC, Apple's market share dropped from 72% to 47%, and sales fell nearly 72% year-on-year. In the second quarter, global smartwatch shipments were 3.5 million, down 32% from 5.1 million in the same period last year, the first time since the record fell.
Similar to the fate of smart watches, there are also Google glasses and fitness bracelets. When Google shouted the slogan of developing smart glasses in 2012, it slammed a large number of tech fans who believed in "smart glasses change the world." However, at the beginning of 2015, Google announced that the first generation of products was discontinued, and the project was transferred from X Lab to its subsidiary. Google Glass left the market-oriented route and returned to the identity of experimental products.
The history of the fitness bracelet is even more amazing. Its prototype is taken from the factory's anti-static wristband and the hospital's patient identification wristband, but later combined with intelligent electronic technology to become a fitness aid. During the gold development period from 2013 to 2014, the sales record of the bracelet was continuously refurbished, and the concept stocks entered the public view. The bracelet company continued to increase sales while consolidating the global sales channels. However, since then the company's share price has dropped from $47.6 per share in June 2015 to around $9 today.
In the end what happened? What makes these trending technology products that have once made people shine in the bottleneck in development?
CNBC's financial commentary believes that the most typical Google glasses, for example, its development direction is always close to the Android system, the purpose of use is mainly the acceptance of instant information, such as checking emails, sharing photos or short videos, and manipulating hardware products with voice commands. . That is to say, it is best suited to the medical, automotive, sports and education industries, and the public is not expected to completely replace the smartphone. Google Glass is priced at $1,500, but the actual cost is only $200 to $300. Whether it is a business strategy or a combination of research and development costs, the lack of real availability and high prices make the first and second generation products unsatisfactory.
For the fitness bracelet, the reason for the stock price decline is simpler, that is, the user is not sticky. Social groups tend to have similar patterns of life, and daily sleep or walking distance is relatively stable for many people. After using it a few times, I know my own routine, and I don’t see any significant improvement. I have no motivation to continue using it.
Before the big sale of smart watches, there were scientific media that pointed out that although the concept of smart watches is good, it obviously relies too much on smart phones, and only provides a user-friendly and decentralized user experience. In addition, if there is no technical breakthrough in the internal components, then the body design can only rely on the appearance of mechanical watches, no new ideas. For the current smart wearable devices, in order to improve the market situation and get rid of the "falling" fate, it is necessary to construct a business ecosystem suitable for users, which will bring better user experience and loyal user stickiness.
User experience and user stickiness of new technologies are key factors in determining market salesJonny Evey has the reputation of "Apple Soul Designer". After the death of founder Steve Jobs, Evey finally turned the long-awaited smart watch into reality. But apparently he did not dream that the global smart watch market has shrunk severely in the third quarter of this year after experiencing the first year of the boom.
In the example of the watch, it can be seen that the watch has experienced more than 700 years from being a concept to being popularized as a daily necessities, and it is based on the fact that “watching time†has become the “rigid demand†of Europeans. . Smart wearables are not just needed, which is obviously different from mobile phones in the white-hot Red Sea market. Moreover, due to the strong dependence of such devices on different intelligent systems, the target users are too clearly divided. When the investment winds change, the smart industry chain will inevitably be affected. The industry often hopes that heavyweight brands will use it as a “cardiotonic agent†to save sales trends that continue to decline. However, this method is not a long-term solution. For example, this year's Apple smart watch new products have set off a wave of attention, but sales are also falling.
Fred Wilson is one of the most influential figures in the New York investment community. He has said that Apple's smartwatch won't be the company's flagship product, because not every user wants to wear a computer on his wrist. This sentence is equally applicable to other smart wearable devices.
What's more, the style of wearable devices is constantly updated. Existing watches or glasses may not be an optimal product form, but a transitional product. In reality, many manufacturers have also focused on developing smart clothing or accessories. It can be predicted that the user experience and user stickiness of technology products are the key factors determining the sales volume of the market. On this basis, it is possible to change the situation of smart wearable devices by stimulating demand and adapting to the demand.
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