2025年上半年，中国大陆可穿戴腕带设备市场创历史新高，出货量达3390万台，华为稳居第一，小米增速破百，vivo增幅最大

Core Insights - The wearable wristband device market in mainland China is experiencing significant growth, with shipments reaching 33.9 million units in the first half of 2025, marking a 36% year-on-year increase, following a 33% growth in the second half of 2024 [1][6] - The basic wristband category is the fastest-growing segment, achieving an impressive 80% growth rate, which is a key driver of the market's strong performance [1] - Huawei leads the market with 12 million units shipped, capturing 36% market share, while Xiaomi follows closely with 11 million units and a 32% market share, both companies achieving significant milestones in shipment volumes [1][6] Market Dynamics - National subsidy policies have effectively boosted demand for wearable wristbands by encouraging existing users to upgrade and attracting new users, particularly during major promotional events like '618' [3] - The price sensitivity of consumers has been addressed, allowing for higher-priced basic watches and smartwatches to gain traction, reflecting the "lipstick effect" [3] - Devices priced between 1,599 to 2,999 RMB (approximately 400 USD) have seen increased consumer interest due to these subsidy policies [3] Competitive Landscape - Companies with a complete range of wearable devices are performing better, with Huawei's Watch GT series excelling in the basic smartwatch market due to its health management features and competitive pricing strategies [4] - Xiaomi continues to enhance its basic wristband category with the launch of the Xiaomi Band 10, focusing on functional upgrades and stylish designs to attract young, trend-conscious consumers [4] - Apple's participation in subsidy programs for its online and offline channels indicates the importance of optimizing channel structures to maintain its position in the high-end smartwatch segment [4] Emerging Trends - The promotion of health management initiatives by the National Health Commission has led to a significant increase in demand for high-end sports watches, which currently account for 10% of the market value in mainland China [4] - Brands like Garmin and Suunto are benefiting from this trend, as the high-end segment offers higher profit margins and opportunities for other manufacturers to transition to premium offerings [4] - Companies are encouraged to leverage the ongoing fitness trend by introducing AI coaching and smart guidance features tailored to individual and group users [4][5]