After All, The Giants Began To Gather Children'S Wearable Market.

With the coming of intelligent wave, wearable devices have blowout in recent years. However, after rapid development, both the evolution of the industry itself and the consumption expectation of the general public are gradually lacking in freshness.

With the vertical segmentation of user demand, children's market has gradually become an important venue for all kinds of competition.

Will it be another gold mine in the field of wearable?

Since the birth of smart phones, the industry is full of longing for the wearable market.

Whether smart watches or smart bracelet, a series of wearable products emerge in an endless stream, carrying people's expectations for the next computing center after mobile phones.

However, during the years of development, the wearable market is still very warm. Even the most innovative apple in the industry, its Apple Watch has not made great breakthroughs in terms of functionality and practicality.

Although the wearable industry is in the doldrums, the market for children's wearable market seems to be somewhat different.

At present, 360 children's watches have been developed to third generations. BBK's small genius children's telephone watches also ranked fifth in the global wearable market. Sogou launched its own new children's watch, Baidu and its own at the beginning of this year.

Tencent and

Children's smart running shoes are being launched.

A number of smart wearable manufacturers seem to be sinking, focusing on children's wearable market, looking for another gold mine.

The situation of children's wearable market is caused by many complicated reasons. The particularity of children's consumption habits and the practicability of wearable devices in children are the key to their popularity.

However, today's children wearable devices still escape logical loopholes.

From the perspective of the environment, wearable devices will not be able to usher in breakthroughs in children's wearable market if they can not subvert innovation at the product level, or redesign the products for various scenarios.

After all, the giants began to gather children's wearable market.

In fact, the overall downturn in the wearable market is a big environment that can not be ignored by all the giants at present.

At the beginning of the birth of smart phones, SoC's powerful processing power has made many companies fantasizing about replacing smart phones with smart wearable devices, becoming the next computing center.

We can see that there are a lot of smart watches equipped with Android 4 system on the market, which is almost a mobile phone except the screen is too small.

However, such smart watches are proved to be chicken ribs by the market.

Because smart watches are too small to carry large operations such as point pressing and sliding on mobile phones, and the display screen can not accommodate the amount of information people can comfortably acquire.

After that, intelligent wearable devices have entered the "de centralization" stage of development.

At this stage, manufacturers no longer use smart wearable as a computing center instead of mobile phones, so they carry a small number of sensors, and the smart Bracelet connected with mobile phones through Bluetooth has become the mainstream.

With the attempts of millet, HUAWEI and other manufacturers in smart bracelet and other devices, smart wearable devices have begun to take a foothold in the market.

Although smart bracelet is very popular at a time, it is not difficult to find that such a product is too simple in function, and it is difficult to achieve real science by taking steps, sleeping and other health functions.

Users buy such a product often because of cheap and early adopters. After a short period of trial, the equipment such as bracelet can easily be put into the cupboard to eat ash.

As a result, smart wearable devices are developing at another stage -- adding more functions and creating new interactions, making them the second computing centers beyond mobile phones.

The products of this stage are mainly smart watches represented by Apple Watch and Moto 360.

These products use voice as the main mode of human-machine interaction, and small click and slide are widely used on products.

From the functional point of view, smart watches are far ahead of the intelligent wearable devices in the past, and have also made the combination of technology and fashion. However, from the early stage of the "weary device" and the "subversion of everything", the functions of payment, notification, health and so on are still difficult to be convincing.

Since the advent of smart watches represented by Apple Watch, there has been no big breakthrough in the wearable market, whether in terms of product form or functional innovation.

In such a big environment, the domestic giants began to look for some "non mainstream" breakthroughs. This is also the case. Children's wearable devices are booming.

In January 6th, 360 children's watch 3S was released, which is the upgrading product of 360 children's watches third generations.

Also at the beginning of the year, Sogou also released a new smart watch for sugar and cat children.

What is even more surprising is that BBK's small genius children's telephone watch achieved 700 thousand sales success last year, ranking fifth in the global smart wearable device sales rankings.

IDC global quarterly wearable device tracking report shows that between July and September of 2015, the sales of small genius children's telephone watches in China surpassed all the sales of Samsung's wearable devices in the world.

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In January 18th, Tencent joined Lining.

ABC KIDS and other professional footwear manufacturers officially released the first product of QQ QQ, QQ Find smart shoes for children.

(Lining, general manager of the running department, Ceng Xiang tells the product characteristics at the press conference)

Not only children's watches, but also children's smart shoes.

Last April, 361 degrees joined hands with Baidu to set up a big data innovation laboratory to start the development and production of children's intelligent sports shoes. In May, the first 361 degrees of intelligent sports children's shoes began to quantify production.

The XTEP group also cooperated with 360 in reaching children's smart wearable products. In 2014, it pioneered the establishment of the children's foot health research center in the industry, focusing on the growth track of children's feet in China, and establishing children's foot database to produce safer and comfortable intelligent children's shoes.

Early this year, Tencent jointly with Lining, Daphne, ABC KIDS and other professional footwear manufacturers officially released the first product of its QQ IOT QQ Find smart positioning shoes.

Some investors once said that wearable devices and O2O are the two big holes in investment, but from the perspective of market performance, children can wear the market for a while.

Children's market is very special, and various complex causes create market heat.

Tycoons have entered children's wearable market. The reasons behind their popularity are very complicated.

The practicability of children's wearable devices, the particularity of children's needs, and the particularity of children's consumption are the key factors.

Generally speaking, adults are rich in life experience and perception, and have strong self-examination ability. They can adjust their body according to their own conditions at the right time, but children do not need it. Children need more external help: "if chopsticks can record children's eating data, the toilet can record the data of defecation, the pillow can record sleeping data, and toothbrushes can record the data of teeth. Each body part has appropriate sensors, which can predict children's health through all kinds of analysis, timely adjust the life cycle of children, and children's health can be controlled."

The development of intelligent hardware has brought more benefits to children.

At present, most parents are equipped with children's wearable devices to ensure children's safety, or try to avoid premature contact with mobile phones and other electronic devices.

Taking children's safety watches as an example, this device objectively plays the role of parents in determining children's geographical location and maintaining real-time communication, and children's smart shoes, children's smart clothes and caps and other equipment are also the same. For children and parents, a small part of functions, plus calls, positioning and so on, are already practical enough.

Children's market is another gold mine in the field of wearable clothing. The special feature of children's wearable market is that children like high-tech products, and the addition of functions such as positioning and calling gives them unique competitive power, and parents are willing to buy trial.

For adults, a smart watch is likely to be cumbersome (imperfect function), but children's consumption concept is basically fuzzy. Simple advertisements or even colourful furnishings are likely to cause children's consumption desire.

A smart watch with colorful colors and bright screens will become children's favorite toys.

Although such hardware children themselves do not have the ability to buy, but this does not affect the purchasing power of children.

Children's consumption desire will force parents to pay for them, even if such a product is not practical.

For parents, even if they know that smart wearable devices such as smart watches or smart running shoes are not practical, they will choose to buy them with a try and coax children's happy attitude.

Children's wearable market is not only determined by market supply and demand factors, but also a special market dominated by complex social factors, psychological factors and family factors. In this special market, the market fever also follows.

In the face of such a special market, the marketing strategy of manufacturers has also played a role in boosting fuel.

Taking the telephone watch of small genius children as an example, its channel ability is stronger than most people expected.

Its counters all over the county and township markets. Almost all the stationery shops near the school can see one or two colorful little genius children's telephone watches. This precise and in-depth sales strategy of the terminal consumer group has won the market.

Still need to innovate, there are still loopholes in existing products.

Although the wearable market of children is hot, it still faces many problems that need to be solved.

From the point of view of product logic, there are serious logical flaws in most children's wearable devices.

The so-called wearable devices such as children's watches and children's running shoes are actually not practical from the perspective of anti lose.

Daily monitoring of children's whereabouts is good. If there are extreme circumstances, criminals may have the common sense to abandon the watches and other locallocating devices, so that these devices will be useless.

In addition, children's wearable devices are likely to cause psychological adverse effects as children grow older.

The purpose of these devices is to keep track of the whereabouts of children, but with the awakening of children's self-consciousness, they may be able to resist this kind of equipment.

What is more noteworthy is that the parents' mobile phone is a controller for children's wearable devices. If the communication between parents and children is cracked by illegal elements, it will increase the risk of children.

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Another gold mine in the field of wearable clothing is the children's market. At the end of last year, music led the launch of the "music view children", a family education product for family users, and it also introduced a number of children's intelligent hardware related to its ecology.

It can be said that the establishment of children's intelligent ecosystem will further promote the development of smart wearable devices for children in the future.

Of course, the logical loopholes or technical difficulties of children's wearable devices do not mean that the industry has no future.

Today, many children's smart watches, children's smart shoes and other products are not bad, but there are drawbacks, the development of scenes, education and other aspects may be some better attempts.

Taking children's smart toothbrush Grush as an example, sensors in toothbrushes can detect the touch, intensity, rotation angle and time of brush heads. After the toothbrushes are connected to App through Bluetooth, there will be small colored monsters appearing in different positions of the teeth in the tablet. Children need to control the game.

In fact, the location of the monster on the tooth and the time, angle and intensity needed to kill the monster are designed according to the guidance of dentists.

It has to be said that this method of entertaining and introducing scenes is the best way to try when technology is difficult to break through.

In addition, nowadays, the trend of interconnection of all things is more and more obvious. Under the combination of 5G network, Internet of things and curved surface screen, the wearable devices of children can usher in a real golden age.

How do you see it?

Why do more and more companies now target wearable devices to children's market? As mentioned earlier, children's wearable market has a very good starting point and pain point, that is, safety and companionship.

Children's wearable devices may not be used in extreme cases such as abducting children, but in real life, children lose their jobs frequently, especially in crowded areas such as large shopping malls. When parents lose their children, parents can find their location through App, which is more convenient than connecting with security or broadcasts.

There is no doubt that the demand and development space for children's wearable market is huge.

With the influx of tycoons, entrepreneurs and capital, children's smart watches, children's smart shoes, children's smart clothing and other diversified product forms, we feel that almost every inch of children's skin is available, children's wearable market looks beautiful.

According to GfK (Jie Fukai) wearable market data analysis, 200~500 yuan is the main price range of smart watches for children.

For the future, I believe that with the continued popularity of the children wearable market, the companies who join the melee will often adopt a low price strategy for the market share, and the children's wearable products will become more popular in the future.

Although there are still many problems in the technology, design and function of children's wearable products, it is indeed another gold mine in the wearable field.

At least in China, children's smart watch products represented by 360 children's watches and small children's telephone watches have not been torn apart in children's wearable market and have made great achievements.