Market status and development trend analysis of wearable device brand share in 2020

The earliest development of wearable devices can be traced back to 1975, and the product development process is divided into a prototype stage and a booming stage. In terms of market shipments, global wearable device shipments reached 340 million units in 2019, a sharp increase year-on-year. Judging from the ranking of global market manufacturers’ shipments, Apple, Xiaomi and Samsung ranked the top three, with market shares of 29.3%, 14% and 11.9% in the first quarter of 2020. In terms of the ranking of manufacturers in the Chinese market, Xiaomi, Huawei and Apple are among the top three, with market shares of 25.10%, 20.4% and 13.7% in 2019, respectively. From the perspective of the global wearable device product structure, the market share of ear wear devices rose sharply from 2018 to 2019, accounting for 50.7% in 2019; the share of Bands and watches has declined, and the proportions in 2019 were 20. 6% and 27.5%.

The scale of the industry continues to expand, with shipments reaching 340 million units in 2019

As an important manifestation of the deep integration of the Internet and the Internet of Things, smart wearable device products are in various forms. As the income level of residents increases, people’s demand for portable and smart wearable devices continues to increase. The launch of Google’s smart glasses , Apple’s smart watches AppleWatch, AirPods, and Xiaomi smart Bands have jointly promoted the establishment of the wearable device industry ecology and the formation of consumer habits in the terminal market. In recent years, with the rapid development of wireless technology represented by Bluetooth 5.0, the advancement of WTS headset’s intelligent noise reduction technology, and the continuous breakthrough of low power consumption technology, the downstream demand for wearable devices will continue to increase.

图表1:可穿戴设备产品发展历程概况

IDC data shows that global wearable device shipments reached 340 million units in 2019, a sharp increase year-on-year. This growth benefited from smart watches, smart Bands, continuous blood glucose monitoring systems (CGM), hearing aids, headsets and other product forms, and AR (augmented reality), VR (virtual reality) and MR (mediated reality) and other new technologies. Boost. The global wearable device market shipped 72.6 million units in the first quarter of 2020, a year-on-year increase of 29.7%.

图表2:2017-2020年全球可穿戴设备出货量(单位:百万台)

Apple ranked first in the global market, Xiaomi ranked first in the Chinese market

Judging from the ranking of global market vendors, Apple is far ahead with a market share of 29.3%, with shipments reaching 21.2 million units in the first quarter of 2020. Although Apple Watch shipments have declined due to difficulties in the supply chain, the strength of the Beats and Airpods series is sufficient to offset the negative growth. Ranked second is Xiaomi, which shipped 10.1 million units in the first quarter of 2020, accounting for 14% of the market. Samsung ranked third, shipping 8.6 million units in the first quarter of 2020, with a market share of 11.9%.

图表3:2017-2020年可穿戴设备厂商全球市场份额(单位:%)

In 2019, China’s wearable device market shipped 99.24 million units, a year-on-year increase of 37.1%. Judging from the ranking of manufacturers in the Chinese market, Xiaomi, Huawei and Apple are among the top three. Mi Band 4 continued to maintain stable and large-scale shipments in the fourth quarter of 2019, while headset products, especially true wireless headsets, achieved significant year-on-year growth. Huawei maintains rapid growth, among which watch products have performed well, especially the rapid expansion of Huawei GT 2. Apple’s earphone products have increased significantly year-on-year, stimulated by year-end promotions. Xiaotiancai successfully transferred from the 2G market to the 4G market and achieved positive and effective results in online channel expansion. Qihoo 360 is gradually adjusting its channel policy, and its channel strategy is gradually adjusted to a conservative one. In addition, it has launched watches for the elderly in preparation to explore the elderly health market.

图表4:2018-2019年可穿戴设备厂商中国市场份额(单位:%)

Note: The inner ring is the market share in 2018, and the outer ring is the market share in 2019.

The share of earphones increased, while the share of Bands and watches declined

From the perspective of the product structure of wearable devices, from 2018 to 2019, the market share of ear wear devices increased sharply. In 2019, the market share exceeded 50%, reaching 50.7%; the share of Bands and watches declined, and the market share in 2019 The ratios were 20.6% and 27.5% respectively.

图表5:2018-2020年全球可穿戴设备产品结构(单位:%)

The above data comes from the “Analysis Report on Market Outlook and Investment Strategic Planning of China’s Wearable Device Industry ” by the Qianzhan Industry Research Institute. At the same time, the Qianzhan Industry Research Institute provides solutions for industrial big data, industrial planning, industrial declaration, industrial park planning, and industrial investment promotion. .