Where does the confidence of 2000 come from? Only children know

Apple’s high-profile admission makes people hold high expectations. At the same time, apple is also iterating with the same rhythm as its own product iPhone, which can be said to be without effort. But the result is not as happy as the previous products.

on the one hand, like the traditional mechanical watch or electronic watch, it has to provide more than just the timing of the adornment properties: or reflect the wearer’s attitude towards fashion, or reflect the technological style. Apple’s approach is to provide a large number of exquisite and replaceable dials at the software level. At the same time, the watch body is made of traditional watch materials such as stainless steel and ceramics, and the replaceable watch strap is constantly updated.

on the other hand, the intelligent property should not be too bad. At present, the mainstream cognition hopes that the smart watch can be the extension of mobile phone in presenting notification and quick operation, and it can also be the core device for recording personal portable state such as exercise, sleep, health, etc. Although it is not very large, it is necessary to monitor a variety of data from the human body and mobile phone at the same time.

after meeting the needs of the above two directions, the smart watch also needs to consider the endurance. As a device that is carried close to one’s body from getting up to going to sleep, it should provide at least ten hours of effective endurance. If you just arrived in the afternoon without electricity, you should not only wear it as a pure ornament for several hours, but also have incomplete records of personal information. It can be said that putting the cart before the horse.

so we saw such smart watches, which are not bad in appearance. After all, there are traditional watches that can be fully used for reference, and the experience accumulated by smart phones can also be used flexibly. But the balance between function and endurance is not so good. Under the limitation of volume, either long endurance light function or short endurance heavy function is realized.

with the same at least one day’s service life, the performance improvement bonus brought by hardware evolution is really small. Therefore, even if new products appear every year, smart watches should carefully find a balance between balanced development and outstanding innovation. After being used to the rapid evolution of smart phones, the situation of smart watches is somewhat embarrassing, and it is difficult to look at it with an optimistic eye.

if you let your eyes jump out of the mainstream definition of smart watch and zoom into the wrist smart terminal in a broad sense, you can find some quite interesting product routes. For example, the children’s watch led by little genius is much more relaxed and free in terms of product definition and market performance, and there is no deep hatred for its endurance.

Qualcomm just released a new generation wearable device platform, wear 4100, at the beginning of this month, which has made significant progress in performance and endurance. Among the high-profile manufacturers who announced that they would launch this platform, in addition to always working in the field of Android smart watches, there are also some small talents. The smart Watch report is not common, but there are some brands with high recognition among children.

in the first batch of Z6 top version of little genius that used wear 4100, there were many functions that even ray technology, which has been experiencing new intelligent devices all year round, would not think it would be used in smart watches.

the whole wristband has a little strong style, which is not surprising. However, the watch can be unlocked from the strap, and the screen can be half supported like a flip phone. When you raise your arm, you can see the picture, which is quite like the watch props that Edo Kawabata wears in Conan detective. Maybe this is the fashion of children.

little genius gave this watch a 5 megapixel + 13 megapixel front and back dual camera, which is on the same level as the iPhone se2. Children can take pictures of themselves, or lift up to take pictures of their partners. Parents can also monitor the status of their paired mobile phones and make video calls.

this is not over. The dial that can stand up can also rotate back and forth. How can I use it. Combined with its ipx8 waterproof and video function, it looks like a special wrist vlog shooting device for children. Is Sony black card portable? In front of children’s arm strength and aesthetic, perhaps not as good as a smart watch that can take pictures.

as for the standard features of those smart watches, 4G communication, NFC bus card, weather forecast, voice assistant, etc., have all been given to them. Maybe it is worried that ESIM has operation threshold for parents and children, and it may still be one of the few wear 4100 smart watches that support physical SIM cards.

However, in the eyes of parents and children, these functions, which were originally the most important functions of smart watches, have become “additives” on children’s watches. Parents believe that children’s watch can communicate with their children at any time, and there is no need to worry about it. It can install large-scale games to let children indulge. The management and precise positioning of functions can also add a lot of worry free process to education.

besides Xiaotian, Xiaomi, 360 and other brands are also launching children’s watches, which are competitive in shape and price. Gifted children out of the “must buy” reason, built-in touch to make friends, between the children to establish a social network based on children’s watches.

through targeted design, it has established an irreplaceable image in the hearts of parents and children, which seems to bring pricing confidence to xiaotianzi: the top version of xiaotianzi Z6 is listed at 1998 yuan, which is nearly 500 yuan higher than the previous generation, and most children’s watches on the market are priced within 1000 yuan.

we don’t have to worry about whether it will be too high or too low because of the pricing. According to the data provided by counterpoint and other research institutions, xiaotiancai and its overseas brand imoo have always been the front row players in the category of smart watches, and have won more than 10% of the global share. That is to say, the market recognized the pricing strategy of little genius.

in many articles on small talents, Duan Yongping, who created a step-by-step advanced enterprise, will be mentioned. The construction of market channels and sales strategy are indeed the important reasons why the predecessor of xiaotiancai has made popular products such as dot readers step by step through higher education. However, in the brand of Xiaotiantian, the functions and application scenarios required for vertical market orientation are also one of the keys to be accepted by the market.

for example, if you touch a friend, this seemingly ordinary function, even worthless on a smartphone, is a big killer. Children will think that if they can’t participate in the social activities of children who already have watches, their self-esteem may be damaged, so they will be guided to take the initiative to ask parents for children’s watches they want.

in accurately grasping the needs of users and providing corresponding solutions, genius is more pure than most smart watches equipped with Android system. Just give them what kind of security / social experience parents and children want. Therefore, it can also get rid of the dilemma that such products have been struggling to follow the apple watch, but it is difficult to surpass.

of course, we don’t want all smart watches to learn to make the front and rear cameras, exaggerated body design, and parental control functions into category standard configuration, but to have what smart watches should look like. Health or communication, we should focus on upgrading and polishing the core experience under the premise of limited resources, instead of wasting efforts on the functions that are not used frequently.

I think this is also the common ground among the wearable devices such as apple watch, Xiaomi bracelet, Huawei watch GT, etc., which have some shortcomings but can sell well.

Author: zmhuaxia