Why didn't the smart watch catch fire?

In October, Samsung ’s smart watch advertisements were overwhelming, and it looked like a tide, but people around used very little, and the latest data showed that its sales were indeed very bad. Why do giants such as Samsung get together to make smart watches? But this product failed to fire?

Take a look at the latest transcripts of Samsung Smart Watch Galaxy-Gear: daily sales have only been 800 to 900 since listing, and total sales may be less than 50,000, which can only be described as bleak.

Now that even big brands like Samsung are being neglected in the smart watch market, why can we still see big companies like Sony and Qualcomm flock in? Moreover, there are companies such as ZTE, HTC, ASUS and others eager to try.

In fact, the logic of big companies getting together to make smart watches is not complicated:

　 1. The "mobile + intelligent" lifestyle that smartphones have started has arrived, and inputting and outputting information anytime and anywhere is forming people's habits. Consumer habits are consumer markets.

2. The smartphone market is already in the Red Sea, and new consumer electronics products are needed to inject new concepts into the mobile smart device market. Therefore, whoever seizes the opportunity is tantamount to seizing the next blue ocean market.

3. The giants are investing heavily in this field in the early stage, and also intend to educate consumers on the market. Subsequent iterations of product updates will allow consumers to form brand awareness and habits, which will benefit later product marketing.

In short, the original intention of large companies is more card position and nurturing the market. But the main problem with the poor response of these smart watches is the product itself.

1. The function is not practical

Whether it ’s Samsung Gear or SONY ’s SmartWatch, it features “message alert”, “photo / video”, “watch video”, “share”, “remote control”, “mobile positioning” and other functions, but these functions are all related to smartphones. The functions are repeated, and meet the needs of user entertainment.

But the hardware experience is far from the mobile phone, for example, do users really need to watch video on a screen less than 3 inches in size? Would n’t it be weird to take a watch and take a picture or video? The message prompts this feature, which is simply superfluous.

Of course, the function of "remote control" is quite attractive, but in addition to remote control of mobile phones, there is no remote control of home appliances or cars. Therefore, this function has not yet been supported by other products. At present, some smart watch manufacturers have realized that they can be functionally connected with the health field, but how to achieve outstanding performance in this subdivided field really requires careful consideration. Finally, the current smartwatch is basically connected by Bluetooth, and rarely can be connected to wifi. If the networking method is not rich, consumers naturally have no desire to buy.

2. Not many mobile devices can be supported

As an accessory for smartphones, current smart watches can only support very few devices. Samsung Gear was initially only compatible with Galaxy Note 3, and recently the scope of support has been extended to Galaxy Round, Galaxy S4, Galaxy S3 and Galaxy Note 2. Sony SmartWatch2 can now support some devices with Android 4.0 and above, but it cannot be done across smartphones and tablets. The domestically produced shell watch GEAK Watch only supports two exclusive smartphones.

Now the only thing that can cross the iOS and Android platforms is Pebble, so there are too few smart watches that can cross-platform and support multiple mobile devices.

3. Large power consumption

At present, the general reaction of users to using smart watches is that when the watch is in a normal power state, it is often used up in one day or less than two days. It all comes down to the battery being too small. A smart watch is both a dual-core processor and a color screen (or bright screen), but if it is limited to its compact size, it is not surprising that it runs out in less than 24 hours. Battery technology has always been a problem faced by all mobile smart devices, and smart watches are currently difficult to break through this bottleneck.

4. The price is not close to the people

Now the smart watches of the brand are always priced at more than 2,000 yuan, which is equivalent to buying a mid-range smart phone, a good air purifier, or even a discount ticket to Tokyo.

From a market perspective, even if you invest heavily in marketing, the product itself is very limited and positioned too high-end, which is also the reason for the failure of brand manufacturers. When can a smart watch fall below the thousand-yuan line like a smart phone before it can truly go to the public.

in short. The watch itself was originally a status symbol, and then evolved into a fashion trend, becoming a fashion accessory. Today's smart watches are only fashion accessories. To truly become a new key to intelligent life, it takes a process from demand development to product design, and from market to process design.