Omdia：全球可穿戴设备出货量增长3%，为假日销售旺季奠定基础，小米领跑全球市场，佳明冲进前五

Core Insights - The wearable wristband device market experienced a slight growth of 3% in Q3 2025, with shipments reaching 54.6 million units. Despite limited shipment growth, market value surged by 12% year-on-year to $12.3 billion, indicating a consumer shift towards higher-end wearable devices [2]. Market Dynamics - The average selling price (ASP) increased by 9% year-on-year to $225, driven by leading market players. The top five manufacturers—Xiaomi, Apple, Huawei, Samsung, and Garmin—accounted for 84% of the total market value and 63% of shipments. This dominance, combined with substantial financial and R&D resources, puts increasing pressure on smaller manufacturers in terms of price competition and user acquisition [5]. Dual-Track Strategy - Leading manufacturers are successfully implementing a dual-track strategy targeting specific price segments. In the entry-level market, basic wristbands saw a 12% rebound, primarily driven by Xiaomi, Huawei, and Samsung, which leveraged existing product portfolios to increase shipment share. The segment priced between $50 and $99 grew by 56%, while the segment below $50 declined by 2%. In the smartwatch category, the mid-range segment ($200-$300) grew by 21%, while the $300-$500 segment fell by 8%. Manufacturers are enhancing competitiveness by incorporating flagship features into mid-range products, such as the new Apple Watch SE 3, which includes flagship health features and cellular support [9]. High-End Market Growth - Many manufacturers are integrating wearable wristbands into broader high-end strategies, focusing on advanced differentiation capabilities rather than competing on price. New models have significantly boosted the high-end market, with segments priced between $500-$700 and above $700 growing by 29% and 34% year-on-year, respectively. Companies are exploring new areas to drive premiumization, with generative AI transitioning from novelty to practicality, as manufacturers gradually integrate AI coaching into devices. The potential for autonomous intelligence is becoming evident, exemplified by the new Galaxy Watch supporting Gemini voice commands and enhanced health integration. The latest Apple Watch Series 11 marks the entry of smartwatches into the 5G era, with Apple and Garmin incorporating emergency satellite communication features into their flagship outdoor watches. Although smartwatch shipments grew by only 1% in Q3 2025, the shipment value increased robustly by 8%, indicating a shift towards premiumization in this category [10]. Future Outlook - Analysts suggest that smartwatch manufacturers need to strengthen native software and services while closely collaborating with third-party application and service providers to embed new features into devices, enhancing user experience and connectivity. Looking ahead, the core of smartwatches lies in immersive cloud-based generative AI health and fitness coaching, fully leveraging device computing capabilities. Additionally, integrating smart rings and health sensor-equipped TWS devices is crucial for building a comprehensive health and fitness ecosystem and unlocking new cross-selling opportunities. These fundamental elements are vital for ensuring that smartwatches offer superior value compared to basic devices in the future [11].