Xiaomi’s squid finally swam to the bracelet. At the press conference on July 22, Lei Jun announced the Xiaomi bracelet. The millet bracelet (made by Xiaomi's investment in Huami Technology) uses a stainless steel panel with most functions of the smart bracelet: the amount of exercise, sleep quality monitoring, and the wake-up function of the smart alarm clock. It is waterproof, long standby, and more. Features such as color, used with MIUI, with ID ID function (phone unlock without password). Of course, the most amazing thing is that this bracelet was killed at a low price of 79 yuan. Some hardware industry personnel said, "BOM costs about 60 yuan, probably not enough, so Xiaomi still makes money."
As far as the smart bracelet is concerned, after experiencing the general appreciation of 2013 and the gradual questioning of the first half of 2014, it finally came to a turning point today. So what should most startup teams do? It is reported that there are already many bracelets in the bracelets, and I believe that most people will be sorry. Obviously, for this industry, some people have begun to sing, but we can stand on the side of a bystander to evaluate this matter.
From fresh to normal
This form of bracelet is popular in the market, but it is only 1~2 years. The manufacturer did not understand, the market did not understand, and the user did not understand what kind of function this product should have. How much does it cost? At this time, it is basically the manufacturer's leading, so before the products on the market, the basic price of foreign products is more than 500 yuan, and the domestic price is about 300 yuan.
Xiaomi pushes the bracelet, it is to see the product itself is very mature functional form and upstream program, while its own user scale, channel is enough to support this product to an order of magnitude. Therefore, Lei Jun grasped this opportunity.
The emergence of many hardware products has gone through such a process, from the new things in the tall, back to the usual things that are commonplace. For example, the previous MP3, the recent mobile power supply, from the violent era of several hundred dollars in price, was finally washed and violent, became a daily necessities of tens of dollars.
The millet bracelet does have a relatively large impact on the opponent's ring market, but this is just the rounding of the handle ring product itself in terms of cost. One advantage is that in the future, manufacturers do not have to spend too much time to entangle the price of the bracelet, first determine whether to do it, and then think about what new tricks to play.
Not ending but starting
In fact, it is not necessarily a bad thing for Xiaomi to be a bracelet for entrepreneurs.
Before Xiaomi, many domestic bracelet teams have done a very good job, no matter from hardware work or product experience, they have reached a very good level, even no less than foreign brands. Perhaps there are still many problems that need to be solved, but the biggest problem is market education, which determines the size of the cake in this industry and the speed of growth.
Could it be that Xiaomi grabbed the cake of the entrepreneurial team? Actually it is not. Because this cake is too small for the moment, if the cake is always so big, then the startup team will not do it. Therefore, the industry urgently needs a market educator, just as Apple has educated smartphones. For the time being, Xiaomi has done a good job in smart bracelets. The product looks good, the price is sturdy, and from the aspect of marketing, there is not much to be picky. Domestically, it seems that only Xiaomi can do this kind of thing, we have to admit it.
Therefore, the entry of Xiaomi will accelerate the further maturity of the entire market and accelerate the consumer's understanding of the smart bracelet, which is an inevitable result.
No brand can take all
If we admit that the rapid increase of cake is an upcoming trend, Xiaomi is also difficult to eat the market. The bracelet has a certain identity and has the embodiment of user personality differentiation. Maybe it will happen in the future: "Hey! XXX bought a millet bracelet.. 79 yuan is too silky! I have to Buy one (zhuang) sex (bi)!"
Therefore, this explains why the Xiaomi bracelet is listed as an opportunity for other bracelet teams. The logic has always been: If you can't be a good market educator, then the emergence of another great market educator can bring you more opportunities. Even we should thank Xiaomi for setting a price of 79 yuan, using simple violence to force the whole industry to follow the example and rude land. There will be other successful bracelets in two years, just don't know if it is you.
Opportunity of the millet bracelet
After the product function form is established, the market price is settled. The next step will be to really define the application scenario of the bracelet. Lei Jun said that he hopes that the Xiaomi bracelet will appear in the Internet of Things industry chain as a personal "digital identity ID". This is a good point.
Perhaps the introduction of the Xiaomi bracelet is for the so-called occupation of the entrance, perfect layout, etc., but there is a great possibility: the international market.
79 yuan, 13 dollars, do not know whether foreign Jawbone, Misfit, Fitbit have trembled. The market capacity and consumer perception of smart bracelets abroad are clearly ahead of the domestic market. In the international market, Xiaomi’s competitors in the smart bracelet industry are obviously much weaker than the opponents he encountered in the smartphone industry. Taking advantage of the momentum of smart wearable devices that have developed rapidly abroad, spreading the products and brands of Xiaomi may be an opportunity for Xiaomi Internationalization.
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