智能手機(jī)、TWS勢(shì)微的大環(huán)境下，智能手表逆勢(shì)增長(zhǎng)。

潮電智庫(kù)統(tǒng)計(jì)數(shù)據(jù)顯示，2022年全球智能手表出貨量2.28億只，同比增長(zhǎng)9%；預(yù)計(jì)2023年增速為14%。 

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目前來(lái)看，智能手表領(lǐng)域還未形成標(biāo)準(zhǔn)化，產(chǎn)品在功能應(yīng)用端存有充足的創(chuàng)新空間，至少未來(lái)兩年將會(huì)延續(xù)向上增長(zhǎng)態(tài)勢(shì)。

根據(jù)潮電智庫(kù)統(tǒng)計(jì)，2022年十大全球智能手表廠商共占全球市場(chǎng)份額達(dá)72%。其中，蘋果和華為分別以21%和10%的市占率名列一、二。

以出貨量、市場(chǎng)份額、產(chǎn)品結(jié)構(gòu)、在售款數(shù)等企業(yè)經(jīng)營(yíng)關(guān)鍵指標(biāo)形成綜合競(jìng)爭(zhēng)力，潮電智庫(kù)認(rèn)為，2023年全球智能手表廠商的競(jìng)爭(zhēng)梯隊(duì)已成型。

其中，蘋果、華為、三星位列第一梯隊(duì)；佳明、Noise、Fire-Boltt、boAt為第二梯隊(duì)；小天才、華米、小米則為第三梯隊(duì)。

下面將從出貨量、產(chǎn)品結(jié)構(gòu)、在售款數(shù)等三大關(guān)鍵要素展開綜述。

01出貨量

持續(xù)上漲的出貨量彰顯著旺盛的市場(chǎng)需求，產(chǎn)品擴(kuò)容迭代的空間進(jìn)一步擴(kuò)大。

第一梯隊(duì)的競(jìng)爭(zhēng)亦十分激烈。相較于上一年，蘋果的出貨量在上升，但市占率在下降，這意味著市場(chǎng)擴(kuò)大的情況下，來(lái)?yè)寠Z蛋糕的高手玩家也增多了。需要指出的是，第一梯隊(duì)的三位玩家皆為生態(tài)大廠，且都有智能手機(jī)產(chǎn)品加持，也就是通稱的“手機(jī)系”。

從去年開始，受惠人口紅利，印度躍升至全球最大智能手表市場(chǎng)。Noise、Fire-Boltt、boAt等本土品牌強(qiáng)勢(shì)崛起，成為第二梯隊(duì)的代表。

出貨量排名位列六、七位的皆著眼于細(xì)分賽道，分別是專注于運(yùn)動(dòng)板塊的佳明和兒童版塊的小天才。

02產(chǎn)品結(jié)構(gòu)

從榜單來(lái)看，2023年全球智能手表市場(chǎng)有四大“高端玩家”，分別是蘋果、華為、三星、佳明，中高端市場(chǎng)有小天才和華米兩位玩家，Noise、Fire-Boltt、boAt、小米在中低端市場(chǎng)受到歡迎。

其中，蘋果與華為的高端榜首之爭(zhēng)越演越烈。

 

今年2月有消息傳出，蘋果智能手表在實(shí)現(xiàn)無(wú)創(chuàng)血糖監(jiān)測(cè)功能方面取得重大突破，并且已經(jīng)進(jìn)入概念驗(yàn)證階段。據(jù)產(chǎn)業(yè)鏈專家分析，這一功能主要是針對(duì)中國(guó)市場(chǎng)需求專門設(shè)計(jì)。不過(guò)同時(shí)有報(bào)道稱，蘋果可能還需要額外3-7年時(shí)間才能實(shí)現(xiàn)將此項(xiàng)技術(shù)的硬件縮小到適合Apple Watch大小。

華為自然也不甘示弱。今年3月，華為發(fā)布了全新高端旗艦華為WATCH Ultimate，這是全球首款支持雙向北斗衛(wèi)星的大眾智能手表。對(duì)此，英國(guó)知名科技媒體Trusted Reviews評(píng)價(jià)，“華為WATCH Ultimate將成為Apple WATCH Ultra的克星。”

Noise、Fire-Boltt、boAt雖然合計(jì)占據(jù)印度七成以上的市場(chǎng)份額，但其對(duì)本地消費(fèi)過(guò)高的依賴性，以及中低端產(chǎn)品的市場(chǎng)站位決定它們難以走出印度，因此在市場(chǎng)份額的增長(zhǎng)上具有一定局限性。

與此同時(shí)，從芯片、顯示屏、電池等核心器件供應(yīng)，以及ODM制造各個(gè)環(huán)節(jié)，印度品牌基本倚仗中國(guó)。從這一層面上來(lái)看，印度市場(chǎng)更像是中國(guó)供應(yīng)鏈的“試金石”與掘金地。

03在售款數(shù)

從榜單分析，市占率跑速較快的中低端玩家的玩法是多款、低價(jià)、跑量。

例如Noise、Fire-Boltt、boAt的在售款數(shù)分別是49、68、66，這相當(dāng)于前三名高端玩家在售款數(shù)的8-22倍。

雖然蘋果、三星、華為的在售款數(shù)不多，但依然賺得盆滿缽滿，成為各自營(yíng)收的重要來(lái)源。由此可見(jiàn)，高端產(chǎn)品具備更為強(qiáng)大的吸金能力，也是衡量品牌綜合競(jìng)爭(zhēng)力的重要指標(biāo)。

值得注意的是，此前手環(huán)領(lǐng)域的王者小米卻異常低調(diào)，在智能手表中低端賽道上表現(xiàn)出觀望的特點(diǎn)，其在售款數(shù)只有4款，市場(chǎng)份額僅為4%。那么，一向以產(chǎn)品款式豐富為特質(zhì)的小米為什么在中低端賽道上沒(méi)有重兵投入，是否有走向高端市場(chǎng)的想法？尚待觀察。

Top 10 smart watch brands: Apple and Huawei evenly to be NO.1, while XIAOMI is the most mysterious

The smartphones and TWS markets are declinling, while  smart watches markets are growing.

According to statistics from Electrend, the global shipment volume of smart watches in 2022 was 228 million, a year-on-year increase of 9%; The expected growth rate in 2023 is 14%.  

At present, the field of smart watches has not yet formed standardization, and there is sufficient innovation space for products in functional applications. At least in the next two years, it will continue to grow upwards.

According to statistics from Electrend, the top ten global smartwatch manufacturers accounted for a total of 72% of the global market share in 2022. Among them, Apple and Huawei ranked first and second with a market share of 21% and 10%, respectively.

based on key business indicators such as shipment volume, market share, product structure, and number of models on sale, Electrend believes that the competitive ladder of global smartwatch manufacturers has formed in 2023.

Among them, Apple, Huawei, and Samsung rank in the first tier; Garmin, Noise, Fire Boltt, and boAt are the second tier teams; Okii, Huami, and Xiaomi are the third tier teams.

The following will provide an overview of three key factors: shipment , product structure, and number of products on sale.

1、shipment

The continuously rising shipment volume highlights strong market demand, and the space for product expansion and iteration is further expanded.

The competition in the first tier is also very fierce. Compared to the previous year, Apple's shipment volume is increasing, but its market share is decreasing, which means that as the market expands, there are also more skilled players coming to grab the cake. It should be pointed out that the three players in the first tier are all ecological giants and are all supported by smartphone products, commonly known as the "mobile phone series".

Since last year, thanks to the demographic dividend, India has jumped to the world's largest smart watch market. Local brands such as Noise, Fire-Boltt, and boAt have risen strongly and become representatives of the second tier.

Ranked sixth and seventh in terms of shipment volume, both focus on segmented tracks, namely Jiaming, who focuses on the sports sector, and Little Genius, who focuses on the children's sector.

2、Product Structure

From the list, there are four "high-end players" in the global smartwatch market in 2023, namely Apple, Huawei, Samsung, and Jiaming. In the mid to high end market, there are two players: Xiaotian and Huami. Noise, Fire Boltt, boAt, and Xiaomi are popular in the mid to low end market.

Among them, the competition for high-end top spot between Apple and Huawei is becoming increasingly fierce.

In February this year, it was reported that Apple's smart watch had made a major breakthrough in realizing the non-invasive blood glucose monitoring function, and had entered the proof of concept stage. According to the analysis of industry chain experts, this function is mainly designed specifically for the needs of the Chinese market. However, there are also reports that Apple may need an additional 3-7 years to achieve the hardware reduction of this technology to fit the Apple Watch size.

Huawei is naturally not willing to be outdone. In March of this year, Huawei released its new high-end flagship Huawei WATCH Ultimate, which is the world's first Volkswagen smartwatch that supports bidirectional Beidou satellites. Regarding this, the well-known British technology media Trusted Reviews commented, "Huawei WATCH Ultimate will become the nemesis of Apple WATCH Ultra.

Although Noise, Fire Boltt, and BoAt collectively occupy over 70% of the market share in India, their high dependence on local consumption and the market position of mid to low-end products make it difficult for them to exit India, so they have certain limitations in increasing market share.

At the same time, Indian brands rely heavily on China for the supply of core components such as chips, displays, batteries, and various aspects of ODM manufacturing. From this perspective, the Indian market is more like a touchstone and gold digger for China's supply chain.

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portant;">3、Number of models for sale

From the analysis of the list, the gameplay of mid to low-end players with fast market share is multiple options, low prices, and running volume.

For example, the number of models on sale for Noise, Fire Boltt, and BoAt is 49, 68, and 66, respectively, which is equivalent to 8-22 times the number of models sold by the top three high-end players.

Although Apple, Samsung, and Huawei have a small number of models on sale, they still make a lot of money and become important sources of revenue for each company. From this, it can be seen that high-end products have a stronger ability to attract money and are also an important indicator to measure the comprehensive competitiveness of a brand.

It is worth noting that Xiaomi, the previous king in the field of bracelets, has been exceptionally low-key and has shown a wait-and-see characteristic on the low-end track of smart watches. It has only four models on sale and a market share of only 4%. So, why hasn't Xiaomi, which has always been characterized by rich product styles, invested heavily in the mid to low end track? Do they have the idea of moving towards the high-end market? It remains to be observed.