Canalys：2025年上半年中国大陆可穿戴腕带设备市场创历史新高

Core Insights - The demand for wearable wristband devices in mainland China is significantly boosted by national subsidy policies, which encourage existing users to upgrade their devices, attract new users, and rekindle interest among old users [1][3] - In the first half of 2025, the shipment volume of wearable wristband devices in mainland China is expected to reach 33.9 million units, representing a year-on-year growth of 36%, following a 33% increase in the second half of 2024 [1][3] - The basic wristband category is the fastest-growing segment, with an impressive growth rate of 80%, driving the strong performance of the mainland market [3] Market Dynamics - The combination of national subsidy policies and major promotional events like "618" has lowered the purchasing threshold for price-sensitive consumers, encouraging them to consider higher-priced basic and smartwatches [3] - The phenomenon known as the "lipstick effect" is evident, as consumers are willing to spend on mid to high-end devices priced between 1,599 to 2,999 RMB (approximately 400 USD) due to the influence of subsidy policies [3]