Millet to disrupt the smart hand ring "not hot first decline"?

The addition of millet seems to have brought some catfish effects to the tepid market of the smart hand ring.

In the millet hand ring released three days later, some manufacturers have begun the price reduction action, Shell Technology announced its latest smart bracelet Bongⅱ price-99 yuan.

Millet Hand Ring This "destruction of the King", to a large extent, forcing some like bong companies such as "millet pattern" dozen millet.

Because now the smart hand ring threshold is not high, millet new low price hand ring to the market has a great impact. Liang, head of Operation Director of the network, said to the first financial daily reporter.

And in the millet triggered by the wave of hand ring price behind the tide, it is the intelligent hand ring has to face the reality of bone: on the one hand, in the current situation of poor sales, many enterprises to rely on the high price of hundreds of yuan to eradicating flat three costs and investment in early research and development, price reduction will make its viability of the test; On the other hand, in the absence of "killer" apps, In the case of non-essential goods, lower prices may not drive sales up.

Reporter in Beijing zhongguancun, Shenzhen Huaqiang North visit found that the price of the tide has begun to appear, some manufacturers to reporters that the smart hand ring market has not been hot up began to play price war. It looks like it's not a catfish, it's a shark.

"One day you can't sell a bracelet."

2013 can be described as the first year of domestic wearable smart equipment, with the concept of wearable hardware hot, domestic set off a wave of intelligent wearable equipment entrepreneurial climax, but it seems that the market is not as expected.

In Zhongguancun Hailong Mansion, the owner of the store intelligent hand ring area, intelligent wear equipment distribution is relatively wide, especially in the hand ring placed in a more conspicuous position, it is easy for consumers to find. He did not disclose sales, but admitted that the sales of the bracelet can only be described as a general.

In the China Sea electronic market, the reporter sees the wearable equipment occupies the area to be small, also only is placed in the inconspicuous place. "A hand ring just launched the time is relatively easy to sell, but after a period of time there is no one to buy, and now often every day even a bracelet is not sold." One seller told the first financial daily.

The same situation happened in Shenzhen Huaqiang North Market.

In the country's largest electronic products trading market Huaqiang North Electronic Market, a number of stores only a few businesses sell "wearable" products, to be exact, most are using MediaTek chip solution of the "watch-style" mobile phone.

This is far from the intelligent wearing products, some so-called smart watch products are more like a modified version of the mobile phone, insert the phone card can be directly call and send and receive information, support MP3 playback, Bluetooth, Java background operation, such as General mobile phone functions, quotes between the 100~800 yuan.

"Most of the wearable equipment products are just watches, but it's better to buy a mobile phone from a cost-effective standpoint," he said. "On the first floor of the electronics market, a businessman told reporters, now Android mobile phone also has seventy or eighty yuan, to see what type you want, watch type also have." The business told reporters that consumers are not particularly interested in these concepts and overseas buyers are not interested.

The attractiveness of the bracelet is even worse.

Jing (a pseudonym) entered the smart-dressed wholesale market last year, when it felt it might be the "next mobile power" market. But, she told reporters, only a handful of people are interested in this type of equipment. "The current common intelligent hand ring is no more than a few functions, steps, motion monitoring, sleep monitoring, for the special population there are some other functions, such as for the elderly, children's prevention of loss, but most of the functions are concentrated in the exercise and sleep monitoring, and such a few functions of the hand ring the cheapest is more than 100 pieces, Most people are not interested.

Zhongguancun, a seller directly to reporters that they are more looking forward to the millet bracelet triggered by the hand ring product price.

In fact, even in the early launch of the hand ring in China, the smart hand ring market is still very immature, in Liang's view, the bracelet still needs a long time to develop.

"At present, the whole hand ring industry is still in a climbing period, the user recognition degree is low, many users are in wait-and-see state, wait until the hand ring and even wearable equipment developed mature, these users will go to buy." Liang told reporters.

What's the problem?

According to IDC, a market research firm, wearable equipment has shown great progress and development over the past year, with shipments of more than 19 million units in 2014 years, up twice times from 2013 sales. In addition, global wearable equipment shipments will reach 111.9 million units in 2018, with an annual composite growth rate of 78.4% per cent. Some investment banks are more upbeat, predicting that the global market for wearable equipment will reach $56 billion in 3 years.

"We are also confused by the data, even large manufacturers, shipments to our understanding is only the general." "Deep in Huaqiang North Market, an electronics manufacturer in charge Xiagang told reporters that the current Huaqiang north to make a wearable product threshold is very low, especially the original tablet and mobile phone, as long as contact the program manufacturers, with a chip on it. But no one has made the quantity, many are amateurs nature.

Xiagang Introduction, shipments per month in hundreds of units of the manufacturers have been regarded as a good job in the industry, more manufacturers are in the "investment" to keep the market, and as the price of the tide began, some manufacturers will emerge, will also leave the market.

In the industry's view, the current market for the hand ring has not been detonated because on the one hand, the general population has a limited understanding of the concept, not a complete understanding; On the other hand, the price of this type of equipment is not cheap, less than three hundred or four hundred, more than thousands of dollars, ordinary users in the purchase time will still consider cost-effective and practical role.

In Liang's view, the market can wear equipment similar functions, not attractive to consumers, "to solve the problem can only manufacturers in the equipment research and development, to create a direct hit users pain point products." ”

Earlier, Baidu CEO Robin Li talked about wearable equipment, for example, Baidu also do smart bracelet, smart bracelet can measure blood pressure, test run how far, how many calories consumed, but these accumulated data can not achieve treatment. ' The real big data build-up in the future should be to predict people's illnesses ahead of time, because the disease doesn't happen in a day, it accumulates over time, and data is bound to change, ' Mr. Li said.

In Li's view, many products such as the bracelet do not have the ability to collect the data, if you can immediately inform the valuable information, and persist in doing so, it will produce very great value.

For example, eat to use chopsticks, can not measure whether the cooking oil, but there is no such data to measure. Again, people brush their teeth every day, whether they can detect saliva through a toothbrush, so as to judge the health status of users. The difficulty, says Li, is not to say that producing a single hardware comes out, but identifying what data is valuable to you. And the more this daily use, the natural is not imposed on the user of things, will be large data.

Find a way out

Bong founder Gu Dayu that the price reduction does not make the smart hand ring live better.

The price problem is one that looks simple but is actually complex. "In addition to the BOM (material), production, logistics and other so-called hard cost, the soft cost is actually hidden, unknown, whether it is brand building, channel construction, after-sales service and user operations, will be an important part of the cost." Gu Yu told reporters that all the companies doing smart hand ring, the common face is whether users will accept, continue to use, and create user value challenges. From this point of view, the whole industry of the smart hand ring is to face the "Realize user value" alliance, rather than the state of competition. "Gu Dayu said.

He also predicts that those who support their business models with hardware margins may face an exit.

"The understanding of wearable products makes a different market," he said. "Wang Zeqi Technology President and CEO of the reporter said that at present, do can wear the machine, if the technology is not perfect place, the risk will be very large." Take Shenzhen, the previous large number of companies to do the Android program can be transformed at any time, to become a smart watch solution provider, they may help a lot of terminal competitors appear, but not to allow these competitors to a foothold. If there is no large-scale, sustained funding and talent input, as well as the design of unique, the majority of small and medium-sized enterprises, especially start-ups, to do the machine can wear the independent brand is escape.

"In fact, entertainment-grade wearable products in the competition for a long time will be very fierce, the current market can wear products not more than 100,000-level projects, such a large entertainment market did not appear, the development of the market is not very successful." "Yan Kingyuan, chairman of the company said to reporters, those entrepreneurial companies, burning is the investor's money, most of them will disappear from the market, although may produce some short-term benefits, but mainly to hype the concept mainly, will leave some real work." And the other may be left by the professional manufacturers.

For example, the medical industry, Yan Kingyuan told reporters, has been developed to locate in infants and children of the continuous body temperature monitoring of intelligent wear products "childcare treasure", monitoring information can be distributed through the matching app real-time to the parents of the smartphone, parents can at any time through the app and doctors to communicate.

and prior to a omate smart watch products, the domestic sales of thousands of in a large part of the company with the baby Tree of the Special Intelligent Watch, joined the pregnancy-related detection function and reminder, this is a relatively accurate market, the same bracelet also has this demand.

Our upstream plant is also looking for some vertical industry opportunities, but also companies to find us, is the price issue is still talking. "Huaqiang North businessman Jing is not completely disappointed in this market." She told reporters that in addition to the foreign market opportunities, "Europe and the United States market than domestic mature a lot, the user acceptance of high." Can with the European and American company docking, is also a path. The