XIAOMI(HK:01810) Zhi Tong Cai Jing·2025-12-03 01:43Core Insights - The global wearable wristband device market is projected to see a slight growth of 3% in Q3 2025, with shipments reaching 54.6 million units. Despite limited shipment growth, market value is expected to surge by 12% year-on-year, reaching $12.3 billion, indicating a consumer shift towards higher-end wearable devices [1][4]. Market Overview - The average selling price (ASP) has increased by 9% year-on-year to $225, driven by leading market players. The top five manufacturers—Xiaomi, Apple, Huawei, Samsung, and Garmin—account for 84% of the market value and 63% of the shipment volume, putting pressure on smaller companies in terms of price competition and user acquisition [4][6]. Dual-Track Strategy - Leading manufacturers are successfully implementing a dual-track strategy targeting specific price segments. In the entry-level market, basic bands have rebounded by 12%, primarily driven by Xiaomi, Huawei, and Samsung. The segment priced between $50 and $99 has seen a significant growth of 56%, while the segment below $50 has declined by 2%. In the smartwatch category, the mid-range segment priced between $200 and $300 has grown by 21%, while the $300 to $500 segment has decreased by 8% [6][7]. High-End Market Growth - The high-end market is experiencing revenue growth driven by advancements in AI and 5G technologies. Manufacturers are focusing on advanced differentiation capabilities rather than competing solely on price, incorporating enhanced computing power, application support, and connectivity features [7][8]. New Models and Innovations - New models are significantly boosting the high-end market, with price segments of $500-$700 and above $700 growing by 29% and 34% year-on-year, respectively. Companies are exploring new areas to drive premiumization, integrating AI coaching into devices. The latest Apple Watch Series 11 has entered the 5G era, and both Apple and Garmin have added emergency satellite communication features to their flagship outdoor watches. Although smartwatch shipments are expected to grow only 1% in Q3 2025, the shipment value is projected to increase by 8%, indicating a shift towards premiumization [8].