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Children’s watches are prone to fission between classes and schools, which also makes the future of the children’s watch market look more promising. Seductive.

this On the weekend, Li Qin took his son to buy a little genius watch. Because her son Xiaofan told her not to buy again, and “you can’t reach your classmates after the winter vacation.” Xiaofan just entered the first grade. At the beginning of school, only a small number of students in the class wore children’s watches. By the end of the semester, there were not many children like him who did not have little genius children’s watches.

This makes Li Qin very angry.

In her opinion, the function of a children’s watch should be to protect children’s safety when going out, and facilitate parents and children to contact. Today, I have to consider the son’s social, buy this children’s watch at an activity price of 1598 yuan. “This is another kind of compulsory consumption,” she said.

In the past two years, I know the question of “How do I evaluate the Little Genius Phone Watch?” This question has been viewed 1.886 million times and accumulated 157 answers. Among them, the two replies of the genius watch “sell things at a cost of 100 yuan” and frankly “I can’t withstand the pressure, I still buy” two answers, respectively, obtained the approval of 1885 and 1547 people.

The earliest consumer demand for children’s watches is about safety. But after six years of development, the main features of mainstream children’s watches on the market, on the basis of safety, have more core selling points such as learning, making friends, video calls, and entertainment.

Is this a good thing or a bad thing? Parents have different views on this.

By 2019, parents ’perceptions of children’s watches are beginning to intensify. Because many parents have discovered that children’s watches have formed a chain of contempt among elementary school students.

In 2019, the hidden social contempt chain between elementary school students is “present”

“You can’t enter the class of 10 after class without buying …” Not long ago, Ms. Fu Tian admitted in an interview with Southern Weekend reporter that most of the students in the children’s class wear phone watches, half of them Little genius. Little genius watches can add friends with each other, but not with other brands such as Huawei and 360. The “Selling a watch, not socializing with children” surrounding the South also aroused widespread social concern. This is not a case.

Today, 360 not only supports the social applications that millennials like QQ love, but also team up with KIDO children’s watches to gain more advantages in the competition with young geniuses. But it also seems difficult to reverse the market situation.

“I heard that even children’s watches have a contempt chain in elementary school students,” a netizen posted on Hupu. Some parents directly commented in the comments, saying that supporting primary schools will not allow children to wear watches to enter the school. Similar “contempt chains” are increasingly being used on platforms such as Weibo and Baidu.

The users of the Little Genius Kids Watch are a closed social circle:

It has its own WeChat. It does not support social software such as QQ and WeChat. It only supports “touch each other” with brand products to add friends. It has independent calling cards but does not support cross-brand voice communication.

In other words, you can only add friends with products of the same brand.

Many people, high prices, dual cameras, high-definition photos … This makes students using little angel children’s watches quickly feel superior. Anyone who wants to make friends with them needs a little gifted child watch.

Parents are dissatisfied with the price of genius children’s watches above 1500 yuan each, but the core reason for having to buy one for their children is to help them buy a “closed dating community admission ticket” .

They recognize Huawei, 360, Ababa and other children’s smart watches, and even favor these brands’ products, but this does not work for children. As long as children have little genius children’s watches, nothing else works. Because he can make friends with other children only by owning such a watch.

Users circled under different brands have a chain of contempt for each other because of social interaction.

Annual shipments of 21.66 million children’s smart watches, Xiaotian only accounted for 1/5. h3>

According to the report released by IDC, the shipment of Chinese children’s smart watches in 2018 was 21.67 million, while the shipment of adult watches in the same period was 6.54 million, and the shipment of children’s smart watches was approximatelyThree times the latter. It is important to know that as of the end of 2018, the official number of children under 14 in China was 240 million. In other words, ignoring the direct difference between shipments and sales, one in every 12 children under the age of 14 bought a children’s watch last year. It is different from the smartphones Apple and Android. The mainstream children’s watches almost have their own independent operating systems, and they cannot directly add friends offline.

In other words, whoever can grab these users faster, it is possible for children to enter the winner-take-all situation.

Little genius really does this.

Unlike children’s watches from companies like 360, it doesn’t even support social software like QQ or WeChat. For children, if they want to make friends with children with genius children’s watches, they must first have a watch of the same brand.

From the release of the first product in June 2015, to the first half of 2019, the cumulative shipments of Little Genius children’s watches have been approximately 17.267 million. Its official disclosure also mentions that the number of users of Little Genius children’s watches has exceeded 10 million. And its users are mainly elementary school students.

According to data from China Youth Research Institute, the number of ordinary elementary school students nationwide is about 100 million. A rough estimate is that the penetration rate of genius children’s watches among elementary school students has exceeded 10%.

▲ Note: This statistic is based on the top 5 shipment manufacturers, because only backgammon has a small genius children’s watch

In the second quarter of 2019, IDC recently released China ’s top five wearable device shipments. BBK still ranked fourth, behind Xiaomi, Huawei and Apple. It is worth noting that there is almost only one brand of backgammon wearables, and that is-Little Genius Children’s Watch. In the first half of this year alone, Xiaotiancai’s children’s watch shipments reached 2.68 million.

The first little genius watch was released in June 2015. There are three core reasons for counterattacking the market No. 1 for four years:

First of all, it is the offline channel of BBK. It has more than 18,000 terminal sales points across the country and has 400 4S service experience stores in major cities in all provinces.

Second, I dare to spend money on online promotion. Xiao Tiancai’s exclusive variety show titled “Magic Child” and “China’s New Sound Generation 5”, signed Huang Lei, Duo Duo and Tian Tian during the fire of “Where is Dad”, and shot a series of advertisements on TV Play on loop.

Third, is its closed-loop dating function. Adding friends to a smart watch is not a new technology, but the Little Genius Children’s Watch only supports adding friends between users of this brand and adding them face to face. In addition to the exclusive dating function, it supports children to make circle of friends, like each other, give each other coins, step count …

This brand is fissioning fast between classes and schools.

Children’s social network market opportunities and challenges

Social scenes for children aged 0 ~ 6 are mostly concentrated offline, in families and kindergartens; 6 ~ 12 years is the golden age for shaping children’s psychological development. Social scenes will expand from offline to online on. Home and school are important scenes for them to switch from offline to online scenes. In 2017, UNICEF released its first children’s Internet report. According to the report, one third of global Internet users are children and adolescents under the age of 18, for a total of about 170 million, of which 23 million are Internet users under the age of 10.

This is a group of treasure users.

Many Internet companies have long seen the market demand for children’s online social networking, and have customized Internet products specifically for children.

For example, Facebook launched Messenger Kids in 2017, which is a mobile software for children under 13 years of age; in 2008, a social networking website for children aged 6-15 years was launched in China; in 2008, it was 6 ~ The community-building SNS game Moore Manor, a 14-year-old child, is online … but even Internet giants such as Facebook have been exposed to poor protection of children’s privacy. “Moore Manor” has also been criticized by CCTV.

Information leaks, cyber violence, social bullying, addicted to the Internet … Behind the ensuing news, the contradiction between the growing children’s online needs and Internet security is intensifying. How to meet their needs while protecting them from cyber attacks?

Can’t the hardware solve the problem?

It’s true that there are children’s mobile phones specially designed for children 2-7 years old. However, the functions of this type of phone only include CPS positioning and SOS call for help, which is mainly convenient for parents to contact and monitor their children. The mainstream smart phones do not have a system for children (teens) to prepare for addiction. In an interview with NBC’s “Today Show”, Microsoft Gates founder Bill Gates admitted that 13 years is the right age for a child to own the first mobile phone. This view coincides with parents in many countries such as China and the United States. For Chinese parents, the 13-year-old represents that the child is already a junior high school student, and may be able to manage a mobile phone.

What about children under 13? The answer is that children’s smart watches can solve it.

Children’s watches are wearable devices that have only ignited in recent years.

Parents’ demand for this kind of equipment was only related to safety at the earliest. The positioning of a watch and the safety warning function ensure the safety of children going out. In October 2013, 360 was the first to launch a “360 Children’s Guard” bracelet. Six years later, mainstream children’s watches on the market have generally supported functions such as 4G, phone payments, video calls, adding friends, checking dictionaries, playing songs, and taking photos.

This transition started in 2016.

In 2015, the mobile communications industry has begun to enter the 4G era. By 2016, the 2G system was originally adopted, and children’s watches that support calling and positioning began to be replaced by 3G and 4G, and they could also run smart operating systems. Naturally, children’s watches carrying smart operating systems also generally have a dating function.

Although watches are also connected to the Internet, there are three reasons why parents can be assured that their children can useuse. One is that the children’s watch is connected to the parent’s mobile phone, and the parent can know the status of the child at any time and contact him. The second is that the watch is a product born based on the child’s safety needs. The third is that the app on the watch is almost Downloads can only be performed by parents on their phones.

Also starting in 2016, the shipment of children’s watches has grown rapidly, and by 2019 there has been a good market penetration.

According to the statistics of Aurora Big Data, as of February 2019, the number of children’s smartwatch App users reached 46.3 million, an increase of nearly 50% over the same period last year; the proportion of users in children’s smartwatch apps in first-tier cities was 10.3%, new first-tier and second-tier cities accounted for 20.6% and 18.9%, respectively.

There is market demand, there are successful cases, there is a good market penetration and mature technology … By 2019, it has been demonstrated that children’s watches can meet the online social needs of children, but it has evolved into another field relying on hardware. Internet social contest for devices.

In this market competition for children’s watches, products are more and more inclined to go deeper in the two directions of learning and entertainment.

▲ Features – MiDu Children’s Phone Watch 3C 4G

Now, many of these children’s watches equipped with intelligent systems can support music apps, pet development games, and learning apps are more gamified-idiom elimination, words happy fight, etc. Share directly through the friend system. The functions of the watch are becoming more and more complicated, and the embedded casual games have also caused parents’ resentment.

In Weibo and Post, we can also see that parents of children do not want a watch to become another form of mobile phone, so that children are addicted to the Internet.

“It’s not a good thing for children to get together and play with a watch. The screen is so small. How can the eyes bear it?” Many parents started asking, does the function of children’s watches really need to be so complicated? Many parents still believe that children’s watches can make video calls and locate two basic functions.

New products created new market opportunities, but new problems arose in fierce competition. To summarize, these issues include over-entertainment, Expensive, socially closed, etc.

Summary

At the Sixth World Internet Conference 2019 in October this year, Deputy Executive Director Omar Abdi of UNICEF mentioned again that Internet-related companies must be full Awareness of responsibility to ensure that children use their products “safely” and “no bullying”. In August of this year, the National Internet Information Office also officially issued the Regulations on the Protection of Children’s Personal Information Network, which will be implemented on October 1. Children’s online social needs have attracted more and more attention from organizations, and this market will become more and more regulated.

In March of this year, the Shenzhen Smart Wearable Industry Federation launched the “China Children’s Smart Watch Quality Friends Alliance”, hoping to open up friendship issues between different children’s watch brands through cooperation between different brands. According to the Southern Weekly Report, a small genius also attended the meeting.

Children’s online social networking is a new need and the trend of the development of the Internet. This is an opportunity and a challenge.

From the direction of children’s smart watches, Chinese Internet companies have found a good entry point. Chinese companies such as Huawei, Xiaomi, and 360 have already stepped in. Internet giants such as Tencent are also paying attention and discussing. This is a direction worthy of the long-term attention of domestic enterprises.