Swatch, the world's largest watch group, has accelerated its decline since 16 years after its decline in 2015;
Misfit was acquired by Fossil in 2015, and Winthings was acquired by Nokia in 16 years. Pebble, which created a crowdfunding pre-sale miracle, was included in Fitbit;
Samsung and Huawei announced the suspension of product development on the Gear system;
Apple Watch's second-generation sales fell 70% over the same period;
Lei Jun also said in a semi-public occasion in November last year that the smart bracelet is a transitional product form and function, and the golden period may have passed...
In 2016, the smart wristband industry was generally experiencing a crisis of prosperity.
We chatted with He Qingjun, Chairman and Chief Operating Officer of Shenzhen Smart Watch Technology Co., Ltd. for two hours. Look at the industry pioneers in this vertical and horizontal communications industry for more than 20 years, how to get out of their own exquisite chess.
Reporter: He Zong, can you introduce your smart wristband products?
Mr. He: The company (Smart Watch) was founded in 2013, but in fact, we have been focusing on making watches since 2009. We divided the hardware environment into three major movements, 13 movements, four of which can be self-contained product platforms; our movements can be connected to different manufacturers' apps in ten minutes, and can be connected to different backgrounds. system.
In the past 100 years, there have been such a paragraph: the Chinese talked about clocks and the Swiss laughed; the Chinese talked about the brand, the Europeans laughed; the Chinese talked about industry leadership, the Americans laughed; the Chinese talked about innovation, all The people of the world are laughing. But we want to play a little different.
The current wristband products are mainly divided into two major value systems: one is the representative of Switzerland and Japan, including the precision movement tools such as mechanical movements and quartz movement watch electronic watches, plus the psychological value of taste and decoration; It is a product that includes all the functions of the mobile phone, or some functions concentrated on the wrist, including Apple and Android, and hopes to solve all the problems of everyone. We have chosen another path – trying to build a new wristband product value system and opening up a third user value to meet the different needs of different people in different scenarios.
Reporter: There are too many companies in the wearable industry. Why did you choose this industry?
Mr. He: There are too many contingency in choosing this industry. As mentioned above, I have been paying attention to medical health very early, focusing on personal data tracking and analysis, and where the source of these data should be. When the mobile phone becomes an information collector, we find that the analysis of the human body requires a medium that is closer to the human body and does not cause resentment. Therefore, we focus on the wrist.
In addition, from the development of the entire industry, human progress, new technology to replace the old technology, this is an unstoppable trend. What we can see is that the watch industry has been constantly advancing, evolving and upgrading. At this stage, with the popularity of smart phones, the development of information technology and the improvement of socialization will inevitably lead to smart watches. The product form was quickly popularized. At that time, we determined that the wristband market is definitely a new blue ocean to be developed.
But the value of wearable devices is far from being tapped and played out. This is an excellent development opportunity for the smart core.
Reporter: At present, the competitors on the market are fierce. What is your real killer?
Mr. He: At present, the competition in the market is really fierce, but the core has accumulated a very long time on the technical level. It can be proud to say that the smart core is ahead of the so-called big name in the world for a long time. span.
Moreover, we only focus on the long-term value of continuous data accumulation and product stability in ultra-low power environments. You can see that the current endurance of existing smart watches on the market is very poor, but Zhixin has made great efforts to solve the problem of power consumption, and has achieved a battery life of at least 12 months.
If you have to say that we are different from the current smart wristband products on the market, it is probably ours - Personal MoTIon & Physical Data (pmpd system), the full name of Chinese: personal behavior and health data services.
It consists of hardware terminals, interaction design, and background data services. The movement is used as a carrier to organize, filter, analyze, summarize, compare and feedback the user's data, and then deeply integrate with the corresponding professional services to provide users with a complete solution.
What we want to offer to our users is a complete personal behavior and health data file. The value it brings to the user is not limited to some scene functions (simple motion step, heart rate monitoring, etc.), but a systematic solution to the individual's existing system problems.
For example: Everyone likes to walk in the circle of friends. The device tells you that you ran 20,000 steps that day. Just telling this data is good for you. We all know that inappropriate running can lead to knee conjunctivitis. What you need to know is what time period, what time period, what air quality, and how much running amount is beneficial.
For another example, we are accustomed to accept the four-quadrant management principle of time management, the SMART plan development process, the decomposition of large-circulation work content, the use of human-machine loop analysis, KPIs... Have you ever thought about if there is a fragmented time list, Then do a simple analogy with efficient people, what will happen?
Reporter: In the industry change cycle, what adjustments and choices should enterprises make?
Mr. He: In fact, the rise and fall of many industries are regular. We can only capture the opportunities of industrial upgrading in market confusion.
With the development of science and technology and changes in user interest, the inertia of enterprise development will be broken. The enterprise in this period will be compared to a ship. If you turn around too fast, the hull will fold, and if you don’t turn around, you will be swallowed by the tide. When an industry begins to change, the first thing that can jump out is some new companies. They have no historical burden and no pressure. The only thing they need to do for these new companies is to sprint and make themselves go further. high.
Reporter: Is there any industry latest data to share?
Mr. He: I would like to say that several wearable industries are worthy of attention: the confirmation of the falsification phase of an industry concept is coming to an end, which means that the industry may be implemented in different fields.
Traditional industries and some newly-operated companies are currently experiencing pressure, but the advent of the trend will not be diverted by human will.
Postscript: The first impression of seeing Mr. He is that it is unremarkable. He didn't have the young man's arrogant momentum, and he didn't have the sharp eyes like an eagle. It was like a normal middle-aged man. He was not tall or short, not fat or thin, wearing a pair of glasses, and invited us to drink tea. . However, during the conversation, his confidence and infection are on you. In He Zong, there is no outbreak of puberty, there is no trickle of old age, but more is the deep thinking of life, and the richest taste of life.
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