【报告】IDC发布最新全球可穿戴市场2016Q1报告
IDC的报告一出，国内不少媒体就做了翻译和新闻稿，当然也有不少借题发挥，或者标题党的内容，当然小米的表现确实很亮眼。...
新哥点评：IDC的报告一出，国内不少媒体就做了翻译和新闻稿，当然也有不少借题发挥，或者标题党的内容，当然小米的表现确实很亮眼。先看看IDC的原文吧，中文要点新哥整理到后面。
Worldwide Wearables Market Increases 67.2% Amid Seasonal Retrenchment, According to IDC
A combination of device releases, price reductions, and company rationalizations marked the first quarter of 2016 (1Q16) in the worldwide wearables market. According to data from the International Data Corporation (IDC) Worldwide Quarterly Wearable Device Tracker, total shipment volumes reached 19.7 million units in 1Q16, an increase of 67.2% from the 11.8 million units shipped in 1Q15.
The first quarter saw its fair share of significant events to entice customers, with multiple fitness trackers and smartwatches introduced at the major technology shows; post-holiday price reductions on multiple wearables, including Apple's Sport Watch; and greater participation within emerging wearables categories, particularly clothing and footwear. Conversely, several start-ups announced headcount reduction or shut down entirely, underscoring how competitive the wearables market has become.
"The good news is that the wearables market continues to mature and expand," noted Ramon Llamas, research manager for IDC's Wearables team. "The wearables that we see today are several steps ahead of what we saw when this market began, increasingly taking their cues from form, function, and fashion. That keeps them relevant. The downside is that it is becoming a crowded market, and not everyone is guaranteed success."
Still, there are two areas where the market shows continued growth: smart watches and basic wearables (devices which do not run third party applications).
"There's a clear bifurcation and growth within the wearables market," said Jitesh Ubrani senior research analyst for IDC's Mobile Device Trackers. "Smart watches attempt to offer holistic experiences by being everything to everyone, while basic wearables like fitness bands, connected clothing, or hearables have a focused approach and often offer specialized use cases."
Ubrani continued, "It's shortsighted to think that basic wearables and smart watches are in competition with each other. Right now, we see both as essential to expand the overall market. The unique feature sets combined with substantial differences in price and performance sets each category apart, and leaves plenty of room for both to grow over the next few years."
Top Five Wearables Vendors
Fitbit began 2016 the same way it finished 2015: as the undisputed leader in the wearables market. The launch of its new Alta and Blaze devices resulted in million unit shipment volumes for each, pointing to a new chapter of fashion-oriented fitness trackers. It also points to significant declines for its previously successful Surge, Charge, Charge HR, and Flex product lines. Still, with a well-segmented portfolio, pricing strategy, and a strong brand, Fitbit's position is well-established.
Xiaomi supplanted Apple in 1Q16 and captured the number 2 position. The company expanded its line of inexpensive fitness trackers to include heartrate monitoring and also recently launched a kids' watch to help parents track their children. It should be pointed out that its success is solely based on China, and expanding beyond its home turf will continue to be its largest hurdle.
According toApple CEO Tim Cook, the Watch has met the company's expectations. Its total volumes and revenue trailed far behind its iPhone, iPad, and Mac product lines, and did little to stem their declines. Until the next version of the Watch comes out, it would appear that Apple will continuously update its watch bands to keep the product relevant.
Garmin finished slightly ahead of Samsung on the strength of its wristbands and watches appealing to a wide range of athletes, most especially golfers, runners, and fitness tracker enthusiasts. While the company added two fitness trackers with the vivoactive HR and the vivofit 3, Garmin launched its first eyeworn device, the Varia Vision In-Sight Display, for cyclists.
Samsung landed in the number 5 position on the success of its Gear S2 and Gear S2 Classic smartwatch. What sets the Gear S2 apart from most other smartwatches is that it is among the very few with a cellular connectivity version, forgoing the need to be constantly tethered to a smartphone. It is also compatible with Android smartphones beyond Samsung's own, broadening its reach. However, its application selection trails behind what is available for Android Wear and watchOS.
BBK tied* with Samsung for fifth place worldwide. This is the second time that BBK finished among the top five vendors worldwide, having debuted in 3Q15 with its Y01 phone watch for children. The company returns with another phone watch for children, the Y02 with improved water resistance and durability.
* IDC declares a statistical tie in the worldwide wearables market when there is less than one tenth of one percent (0.1%) difference in the unit shipment share of two or more vendors.
Table Notes:
• Data is preliminary and subject to change.
• Vendor shipments are branded device shipments and exclude OEM sales for all vendors.
• The "Vendor" represents the current parent company (or holding company) for all brands owned and operated as a subsidiary.
• The table labeled “Top Five Wearables Vendors…” represents the sum of both basic and smart wearables equaling the total wearable market size.
• The table labeled “Top Five Basic Wearables Vendors…” represents the total basic wearable market size.
• The table labeled “Top Five Smartwatch Vendors…” does not equal total smart wearable market size as certain form factors (i.e. eyewear, wristbands) are excluded.
This chart is intended for public use in online news articles and social media.
占比16.2%，远低于去年第四季度智能手表所占的30%的比重。苹果手表出货150万台，销量被小米超过而跌至第三。
• Fitbit穿戴设备出货量同比增长了25.4%，达到480万个。但是其市场总占有率却因为竞争对手的不断增加，而从去年同期的32.6%下降至现在的24.5%。
• 不仅只有Fitbit受到了外部的威胁，小米、Garmin和三星可穿戴设备出货量也都分别出现了不同程度的市场份额下滑。原因无非在于Others中高达87.9%的增长，依然有小厂家进入、出货量剧增。
• 智能手表领域的话，那么苹果无疑是最大的玩家了，市占率高达46%。而仅次于苹果的就是三星了，但份额已经从去年的29.8%下降至今年的20.9%，不过可穿戴设备产品出货量则增长了40.5%。摩托罗拉智能手表出货量拿了第三名，一共40万台的出货量。华为排在第四位，只有20万台出货。
• 苹果Watch的出货量在第一季度达到150万块，只相当于Fitbit的三分之一不到，也相比2015年最后一个季度的390万 Watch出货量大幅降低——当然，这样的销量下滑也在预期中，因为没有了假日销售旺季的刺激。但相比较Fitbit，后者的产品销量却没有因为有无节假日的关系而大起大落。
• IDC指出，可穿戴市场越来越成熟，继续扩张，这是好消息。和市场刚刚启动时相比，今天的可穿戴设备有了几个明显的进步，比如外形、功能和时尚等方面。正是这点让可穿戴设备守住了地位。不利的一面在于市场越来越拥挤，无法确保每个企业都成功。另外小米的成功仅限于中国，想要在国际市场扩张将会是十分困难的一件事。
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