Children's smart watch market is still Blue Ocean

Since last year, after the smart devices of smart wearable devices such as smart glasses, smart watches, and smart wristbands have been launched, wearable devices have entered the targeted development stage for user needs. In the field of smart hardware, except for mobile phones and other popular products, there are not many products that belong to basic requirements. More products belong to the future, or there is no logic at all. However, there is a category of smart hardware that is in demand, and there is a great possibility that it will be just needed in the future. It is a children's smart watch.

Recently, Wei Xiaobao Technology held a media conference on its latest products in Beijing 3W Coffee. In the communication meeting, Wei Xiaobao Technology released its latest product Wei Xiaobao doki video call positioning children's watch. It is reported that this product is equipped with a 1.22-inch color screen, a resolution of 240 * 240, and uses Wei Xiaobao exclusive based on the physical location information service patented technology WhereCom platform, while supporting the use of GPS + WiFi + LBS three-mode positioning, Can automatically select the best positioning mode under different circumstances. It is worth mentioning that this children's smart watch, in addition to carrying traditional positioning features, is the world's first child smart watch that supports the "video call" function.

In order to have a deeper understanding of this children's smart watch, the author had the privilege of interviewing Wei Xiaobao founder and CEO Mr. Shao Guoguang after the meeting. Then let us go into Shao Guoguang and talk about Wei Xiaobao's past and present lives together.

Children's smart watch market is still blue ocean According to statistics, children's smart watches total shipments in 2014 was also in the million or so, but by 2015, the data from the supply chain is the beginning of various types of components out of stock, the price began rise. From the market point of view, last year children's smart watch shipments have reached more than 500,000 per month, annual sales of 6 million to 8 million should be the bottom of the number, and according to market analysis forecast, children's smart watches by 2020 It will reach an annual sales of 50 million pieces before, and the market space is really huge.

In spite of this, for children's markets with over 100 million people in China, children's smart watches still do not appear to have a million-dollar explosion similar to mobile phones.

When talking about the reasons for this situation, Shao Guoguang analyzed:

First of all, although there are many manufacturers of children's smart watches in China, the level of quality is uneven and the products are mixed;

Second, the communication method is simple and the battery life is weak.

Finally, children do not love to wear, this may be the biggest problem. Shao Guoguang said that all children's watches on the market today, including the largest shipment of small talented children's watches, wear on average less than one month, and only 20% of children wear it for a long time.

Shao Guoguang emphasized that Wei Xiaobao’s doki video call positioning for children’s watches added new video features in addition to ordinary voice and phone functions. Yunhun.com tested the video call in 3G and the process was smooth. At the same time, Wei Xiaobao doki video call positioning children watch built-in lithium battery 600mAh, to meet the children's regular use of the scene 1-2 days, is currently on the market life ability of children's smart watch.

Based on this, Shao Guoguang does not agree with the statement that "Chinese children's smart watches have changed from the Blue Ocean to the Red Sea." It explained, "Because there is a very big process of shuffling, from the tepid market, look like Chinese stocks, like the final avalanche, because too many entrants do not have such ability, The smart hardware products are based on the ability of the cottage, because the smart hardware products need to open up the hardware, software, apps and many other places need to get through, not a small team to buy a motherboard set a shell can be used.After market education, the market avalanche However, the demand for this market is still very large.We look at the shipments of various companies today, including the shipments of the best small talents. In fact, this is not a big deal. There is a lot of noise in the market, but with this round of shuffling, it's time to gradually realize what kind of time is a good children's watch. I believe this market is still a blue ocean."

The video call is just at present, and the single function of the children's smart watch is also one of the important reasons restricting its development. In all consumers' cognition, when people mentioned that children's smart watches first think of only positioning and anti-losing function. Children's watches are an important emotional "bridge" for parents and children to communicate. A single product function cannot satisfy the user's demands. Parents also hope to have more forms of interaction with their children in terms of parent-child interaction. Video calls are just what they need. Therefore, Wei Xiaobao didki came out to solve this pain point and brought a breeze to the chaotic market.

When talking about market demand, Shao Guoguang said that children's wearable products still have a large market in China. According to the data of the Chinese Left-behind Children's White Paper, there are currently 61 million left-behind children in China, of which 17.94 million children can only see children 1-2 times a year, and 9.21 million children can't even see their parents in one year. In the first-tier cities, 80% of children or parents after 80 can be called urban left-behind children or weekend parents. They need a product to solve the problem of communication between children and parents.

It is precisely because of the vast market and the obvious demand. At present, children wearables have concentrated 360 companies, Huawei, Sogou, Xiaogencai, and Aba Town. However, Shao Guoguang believes that the majority of these manufacturers' products still remain on the interactive experience based on voice calls. This type of functionality does not meet the requirements for effective communication. In his eyes, more important is the emotional exchange between parents and children, and emotional communication needs to be achieved by seeing each other.

Relying on hardware profits to focus on e-commerce platform in Xiaobian view, children's smart watches not only to meet the children, more importantly, the needs of parents. For parents, the position safety of children's watches is their most important place, but solving parent-child communication is also an important emotional appeal of parents. This time, Wei Xiaobao’s doki video call positioning children’s watch releases the theme of “seeing and kissing”. It can be imagined that in addition to the conventional product safety positioning function, meeting the emotional pain points of parents through the function of the product has also become one of the development directions of Wei Xiaobao's products.

When talking about Wei Xiaobao's sales situation, Shao Guoguang revealed that the company’s traditional advantages are in overseas markets. Wei Xiaobao released the first generation of products in October 2014 and the second generation of products in May 2015. The third generation The product is only released to several overseas operators. Doki is the fourth generation product. Wei Xiaobao has shipped 1 million terminals in the past, and the APP activation usage rate is close to 2 million. The data that one terminal sees in the country is 2.5, overseas is 1.7, and one terminal has 1.7 downloads.

For the future sales channels, Shao Guoguang said that from the front, the fastest possible delivery to the user may be still like a channel platform for e-commerce may be a better choice. Next, consider a physical store display in first and second-tier cities.

Regarding the price of Wei Xiaobao’s doki, Shao Guoguang stated that Wei Xiaobao’s doki video call positioning for children’s watches has two versions for sale, with a contract version of RMB 799 and a standard version of RMB 999. At the same time, DokiWatch is currently being raised in Jingdong, and the crowdfunding price starts at RMB 399. However, there are only 300 seats at RMB 399, and the second round has been added.

When talking about the profit model, Shao Guoguang said, "The company mainly relies on hardware to make profits. I don't really recognize the way that the Internet realizes cash, and the Internet realizes. At the very first point, we must fully tap the user's information. I feel a bit anti-human, parents put The child’s data is so securely placed on you. You always think about how to make money from the data he digs. This is not a good thing. Protect the data and do a good job of safety. We make money from hardware. In the long run, we can It's okay for the operator to have some rebates. I don't really admit to selling ads."

In short, Wei Xiaobao doki video call positioning children watch, with "a new way of parent-child communication" brand positioning, so that the product is no longer limited to a single function, more to meet the emotional appeal of parents, children's social demand. Giving children a smart watch market, such as a breeze, let me look forward to Wei Xiaobao's broader future.