Can Apple watch the consumer's desire to buy?

The enthusiasm for smart watches is still high, despite rumours that the launch of Apple's Watch in late February was not forthcoming. With the advent of wearable devices, smart watch brands have sprung up, with Samsung Galaxy Gear, LG G Watch, Moto 360, Pebble, Apple Watch, and so on, but the market seems to be wool.

Because the product itself also faces many challenges, such as a relatively simple function, homogeneity of serious, the lack of killer applications, data accuracy to be improved, the endurance is not strong, intelligent watch manufacturer's continued high fever has not mobilized consumers desire to buy.

Android Wear equipment total sales of only 720,000 units

Canalys, a technology industry analyst, released a 2014 report on wearable equipment sales this month. The data showed that last year's smart-wearing devices, including smart-wear equipment shipments of 4.6 million, Android wear 6 devices total sales of only 720,000, of which Moto 360 smart watches sold the highest, ahead of Samsung, LG and Sony.

Known as the "smart watch originator" pebble since 2013, the total sales of more than 1 million, the reason, Pebble is the bright spot is a strong endurance, in the performance, design and so on in fact not as Android Wear.

The same Apple Watch smart watch's 2-3-hour endurance is also a deterrent to consumers; the Swiss watch group, Swatch, recently announced it would launch a smart watch without charge in the next two or three months to challenge Apple.

Apple has always advocated "best", not "the earliest", and the belated arrival of smart watches is hardly surprising. But as a successor, to win the race, not just to focus on the technical aspects, but also the key is to consider what kind of value can be created for consumers, such as Apple Watch which features will make consumers feel particularly excited? Can you pry their buying desires? What are the reasons they wear every day?

Can Apple watch the consumer's desire to buy?

"The most surprising thing about Apple Watch is its wide range of performance," Apple CEO Tim Cook said at a recent Goldman Sachs technical Summit, "and it also configures the mobile payment system, Apple Pay, and a rich ecosystem to help users process information." ”

Apple pay has signed with 750 banks and credit card unions and has been supported by a number of U.S. retailers, according to CNET, a technology media company. The latest data from Bank of America show that 1.1 million credit cards have been bundled with Apple pay,80 million users began to use Apple Pay in the retail stores to complete the payment. There is no doubt that Apple Watch to replace the credit card or card payment, which is indeed far ahead.

Due to the small screen, voice interaction is also important. Android Wear relies on voice assistant Google now, Apple Siri is like a key in a multi-screen world that can help users find restaurants and air tickets anytime, anywhere, and in the most natural way.

Apple Watch is divided into sport Sports version, Ordinary edition and edition Fashion edition, the lowest price is 349 dollars, edition fashion edition with 18K Gold case, sapphire dial and high-end material strap, high cost, the price must be expensive.

Apple Watch redefine the market with fashion?

According to the Forbes website, Apple recently recruited an executive from Burberry, a luxury-goods giant. Last year Burberry CEO Angela Alenz was invited to join Apple to manage the global retail business. Apple Watch as a fashion ornament, worn at supermodel's wrist and displayed during the Paris Fashion Week.

Wall Street analysts speculate that Apple Watch, which will be available in April, is likely to use fashion elements as its main selling point. If this assumption is true, Apple's target audience is the group of people who like to be fresh and fashionable.

In order to attract this part of the consumer, Apple accelerated the pace of expansion of its retail stores, such as the new Apple Store in the West Lake, Hangzhou, more focus on the sales model, user experience and participation. Last year, Apple watch the cover of the Chinese version of Vogue magazine.

Unfortunately, Apple highlights Apple's watch fashion elements, but cuts off its health-monitoring capabilities. Apple's original plan was to equip Apple's watch with sensors to monitor blood pressure and heart rate, but after a long period of research and development, the accuracy of the sensor can not be achieved, because the skin's wet and dry, the tension of the wrist watch is different and affect the results of the measurement, the last resort to abandon

"But Apple Watch will still remind you to stand up and exercise in time, because sedentary can lead to a new type of cancer," Cook said at the Gaosheng, "if you wear a watch, it" taps "you at the last 10 minutes of the hour, so that Apple executives often jump at the same time during the meeting. ”

In fact, the health monitoring function does not necessarily have a substantial impact on the entire product. After all, Apple Watch is not just a smart watch, it is more important to show the wearer's status and identity, but also a symbol of personal brand.

Karl Yankee Group vice president, American consulting firm Howi has said that before the iphone was born, consumers did not think of touch screen phones, apple through the touch screen of three products into one, so that the ipod, mobile phones and Internet communications tools to integrate into an elegant device. Howi said, "I think Apple will be in the future in the wearable field to adopt a similar model, through an elegant product to truly satisfy consumers desire." ”

Katy Huberty, an analyst at Morgan Stanley, expects Apple to sell 30 million smart watches this year, looking to Apple Watch to change the status quo, raise awareness of the category of smart-wearing devices, redefine the market and lead the future of smart watches.