今天分享的是：京东2025智能手表时尚趋势白皮书 报告共计：25页 《京东2025智能手表时尚趋势白皮书》由京东消费及产业发展研究院、京东数码3C联合时尚杂志《ELLE》发布，聚焦智能手表从数码工具向"生活方式符 号"的演变，从消费者认知、市场趋势、品牌实践及风格分类多维度展开分析。消费者认知层面，当代时尚定义已从"外在装扮"扩展至生活方式与态度表 达，61.0%认为时尚是生活方式体现，52.5%强调其为内在气质表达，科技（73.7%）和社会变迁（72.0%）成为塑造时尚观的核心力量，76.3%将科技和智能 列为当代时尚必备内涵，79.3%认为科技潮品最能提升时尚感，而腕部因多场景适配（51.7%）、能点亮细节（43.9%）成为配饰核心部位，智能手表因兼具 科技属性与时尚适配性，83.9%消费者认为其最能代表科技潮品，逐步成为时尚新载体。市场趋势方面，智能手表行业规模以26%年复合增长率扩张，在可 穿戴腕表市场渗透率持续攀升；品牌上新节奏加快，2025年"轻薄设计""小表盘""高颜值材质"等时尚元素加速涌现，功能从健康监测延伸至情绪辅助；京东 平台数据显示，2025年智能手表商品数量同比增394%，用户数增4 ...

来源：市场资讯 （来源：何支涛） 无需求，不产品。 没有深刻需求洞察，更没有战略大单品！ 打造战略大单品，你的第一步永远永远永远是深挖用户需求，原因很简单，货架上完全不缺产品，消费者常规的需求都已经满足，你如果不能做得更好， 消费者凭什么选你？ 用户的需求分为冰山之上的需求及冰山以下的需求。 洞察需求，就是透过现象、行为看到的动机及欲望，找到客户未被满足的需求，或者潜在需求。 不同的时代客户的动机与欲望都在发生变化。 谁能提前把握消费需求的变化，深挖出新时代下未被满足需求或者潜在需求，或者老需求可以满足得更好，顺着需求的发展研发产品，谁就能创造出优秀 的产品。 这个时候，你就需要一个工具，分辨出哪些是真需求，哪些是伪需求？并且判断需求的优先级。 这个时候，你就需要用到KANO模型，让TA来帮助你： 1. 确认需求是否存在 2. 明确需求的优先级 3. 确定研发的优先级 冰山之上是显性需求，冰山之下是隐形需求。 01 冰山之下藏着客户的动机与欲望。 2. 期望型需求（One-dimensional）：明确表达的需求（如手机续航时间），满足程度与满意度线性相关。 KANO模型，又称为狩野模型，是东京理工大学教授狩 ...

Core Insights - The smartphone market is expected to see increased penetration of AI phones in the mid-range segment due to streamlined edge models and upgraded chip computing power, with the first foldable phone anticipated in 2026 to stimulate demand in the foldable market [1] - The AR market is transitioning from niche products to mainstream computing terminals, with smart glasses projected to become the next major computing device after smartphones, driving rapid growth in related components [1] - Global cloud providers are maintaining high investments in AI, with Chinese internet companies also increasing their investments, leading to a surge in GPU demand and subsequently boosting the demand for PCBs and passive components [1] Industry Data Tracking - In Q2 2025, global smartphone shipments reached 295 million units, a year-on-year increase of 1.0%, with Samsung leading the market, followed by Apple, Xiaomi, vivo, and Transsion; the low-end Android market is under pressure, affecting overall market growth [1] - The Chinese smartphone market has underperformed expectations, primarily due to subsidies failing to stimulate demand; IDC has revised the global smartphone shipment growth rate for 2025 from 0.6% to 1.0% [1] - The global smartwatch market has shown signs of recovery after five consecutive quarters of decline, with Chinese brands like Huawei, Xiaomi, and Little Genius playing a significant role in this recovery [1] - In Q2 2025, global semiconductor sales reached $175.9 billion, a year-on-year increase of 23%, driven by demand from the US and China, with the top five NAND Flash manufacturers seeing a 22% quarter-on-quarter revenue increase [1] - SMIC, a leading domestic wafer foundry, added 18,000 pieces of capacity (equivalent to 8-inch wafers) in Q2, reaching a total capacity of 991,300 pieces per month by the end of Q2, with a utilization rate of 92.5%, up 2.9 percentage points quarter-on-quarter [1] Sector Tracking - In August, the semiconductor industry index rose by 27.22%, the electronics industry index increased by 24.79%, and the CSI 300 index grew by 10.33% [2] - Year-to-date, the semiconductor industry index has increased by 36.66%, the electronics industry index by 38.34%, and the CSI 300 index by 14.28% [2] - In August, the digital chip design sector surged by 39.86%, the analog chip design sector rose by 16.46%, and the integrated circuit packaging and testing sector increased by 16.99% [2] - Year-to-date, the digital chip design sector has grown by 56.50%, the analog chip design sector by 25.31%, and the integrated circuit packaging and testing sector by 8.68% [2]

Group 1 - Huawei's smartwatch shipments surpassed Apple's for the first time in Q2 2025, making Huawei the global leader in smartwatch shipments [1] - Global smartwatch shipments grew by 8% year-on-year in Q2 2025, marking the first recovery after five consecutive quarters of decline, with the Chinese market playing a significant role in this growth [1] - Huawei achieved a 52% year-on-year increase in shipments, driven by a diverse product range and strong domestic market momentum, with over 75% of its shipments concentrated in China [1] Group 2 - Apple's smartwatch shipments have declined for seven consecutive quarters, losing its top position in the global market, but it remains a leader in the high-end smartwatch segment due to its iOS ecosystem and strong user loyalty [4] - Xiaomi and Little Genius saw significant growth in shipments, with Xiaomi excelling in the budget smartwatch market and Little Genius dominating the children's smartwatch segment [4] - The Chinese market has become the largest for high-end smartwatch shipments in Q2 2025, benefiting from affordable options, government subsidies, and integration with local application ecosystems [6] Group 3 - The global smartwatch market is expected to continue recovering, with an estimated annual growth rate of around 7%, driven by functional upgrades and the application of AI technology [6] - The decline of Apple and Samsung indicates that brand loyalty alone is insufficient for competitiveness; consumers now expect tangible value experiences [6] - The second half of 2025 will be crucial for Apple and Samsung to regain growth momentum, contingent on significant functional breakthroughs in their upcoming smartwatch models [6]

Core Insights - The report by Zhiyan Consulting highlights a decline in the import of electric watches in China, with a total of 640,000 units imported in June 2025, representing a year-on-year decrease of 12.3% [1] - The import value of electric watches in the same period was $4.6 million, showing a year-on-year decline of 14.6% [1] Industry Overview - Zhiyan Consulting is recognized as a leading industry consulting firm in China, specializing in in-depth industry research and providing comprehensive consulting services for investment decisions [1] - The firm has been dedicated to the industry research field for over a decade, offering a range of services including industry research reports, business plans, feasibility studies, and customized consulting solutions [1]

Investment Rating - The report rates the electronic industry as "Outperform the Market" [1] Core Insights - The electronic industry index increased by 7.02% this week, outperforming the CSI 300 index which rose by 2.37% [2] - The smart wearable market, particularly smartwatches, is experiencing significant growth, with the global market expected to reach $28.72 billion in 2024, a year-on-year increase of 16.65% [7][17] - Huami Technology's strategic shift towards self-research and development, moving away from reliance on Xiaomi, has led to a notable revenue increase, achieving a year-on-year growth of 46.2% in Q2 2025 [6][9] Summary by Sections 1. Huami Technology's "De-Xiaomi" Strategy - Huami Technology has implemented a "De-Xiaomi" strategy to reduce dependency on Xiaomi, transitioning from an OEM to a brand owner, which has improved product margins and self-developed product ratios [6][9] - The introduction of self-developed chips has allowed Huami to enhance its product offerings, leading to a significant increase in sales of its Amazfit smartwatch series [9][10] 2. Smartwatch Market Landscape - The smartwatch market is characterized by a fragmented competitive landscape, with Huami holding a 4% share of global shipments in 2022, ranking seventh [7][19] - The Chinese smartwatch market is expected to grow at a CAGR of 6.75%, reaching $4.74 billion by 2029 [17][18] 3. Smartwatch Industry Chain - The smartwatch ecosystem operates on a collaborative architecture involving hardware, interaction, connectivity, and software layers, driving product innovation and market expansion [8][24] - Key components include batteries, chips, and sensors, which are essential for enhancing performance and user experience [25][26] 4. Market Performance Overview - The SW electronic industry index has shown strong performance, with passive components leading the gains at +12.32% [2][40] - Notable individual stock performances include significant increases for companies like Geberit (+48.2%) and Shanghai Hejing (+45.4%) [43]

Core Insights - Google is set to release a new lineup of products, including the Pixel 10 series smartphones and the Pixel Watch 4 smartwatch, with significant information about the latter recently leaked [1] Hardware Improvements - The Pixel Watch 4 features a new screen with a peak brightness of 3000 nits, a 50% increase compared to its predecessor [4] - The smartwatch may include a "heart rate drop" detection algorithm, indicating advancements in health monitoring capabilities [4] Hardware Limitations - The Pixel Watch 4 does not feature any upgrades in the main control unit, continuing to use the Qualcomm Snapdragon W5+ Gen1 platform, which is considered outdated [6] - The typical battery life is only 40 hours, lacking energy-saving technologies seen in competitors like OPPO [6] - The design remains unchanged across three generations, leading to consumer disappointment [6] Market Context - The current Android smartwatch market is limited to the Snapdragon W5+ Gen1 due to Samsung's non-availability of its Exynos W1000 [8] - Future improvements are anticipated with the Snapdragon W5 Gen2, which is expected to utilize a 3nm process and offer better performance for health monitoring algorithms [10] Future Developments - Google is reportedly developing its own smartwatch control unit, codenamed "NPT," which may include a Cortex-A78 core and multiple Cortex-A55 cores [12] - Qualcomm and Google have announced plans for a new Wear OS ecosystem that will support RISC-V architecture, potentially allowing for more diverse hardware compatibility [14][15] Competitive Landscape - Domestic manufacturers like Huawei, OPPO, and Xiaomi have the capability to develop their own chips and may leverage this opportunity to enhance their smartwatch offerings [17] - Xiaomi's recent advancements in low-power control units suggest a potential for high-end smartwatch development, especially if Wear OS limitations are lifted [19]

Group 1 - In May 2025, China's import quantity of electric watches was 540,000 units, representing a year-on-year decrease of 18.3% [1] - The import value for electric watches in May 2025 was $41 million, which reflects a year-on-year decline of 26.9% [1] - The data is sourced from China Customs and organized by Zhiyan Consulting [3]

Core Viewpoint - The smart watch industry is expected to open up growth opportunities driven by AI applications and demand for sports scenarios, despite some investor skepticism regarding future growth potential [1] Group 1: AI Integration in Smart Watches - AI applications are gradually being implemented in smart watches, enhancing user interaction through AI voice assistants and improving health and sports monitoring capabilities [2] - The demand for high-end smart watches is anticipated to grow as AI features become more prevalent, with shipments of smart watches equipped with advanced operating systems expected to reach 100 million units by 2027, reflecting a compound annual growth rate of 14% from 2024 to 2027 [2] Group 2: Demand for Sports Watches - The demand for sports watches is strong, with significant differentiation in functionality, particularly for outdoor activities and specialized health monitoring [3] - The average price of sports watches is notably higher, with global average prices around $514 in Q1 2024, compared to approximately $190 for the overall wearable wristband market, indicating a trend towards high-end products [3] - The performance of leading sports watch companies, such as Garmin, demonstrates the ongoing growth in the sports watch market [3]

Core Insights - The article discusses the current state of the Japanese retail market, particularly focusing on the Yodobashi Camera, a leading electronics retailer in Japan, and highlights the prevalence of Chinese brands disguised as Japanese products [1][3][5][7]. Group 1: Retail Environment - Yodobashi Camera is one of Japan's top three electronics sales platforms, with the highest single-store sales in the retail sector [1]. - The store's layout is criticized for its overwhelming visual clutter, which detracts from the overall aesthetic experience [3]. - The shopping experience is compared to other Japanese stores like Don Quijote, known for their dense product displays [3]. Group 2: Market Dynamics - Despite the dominance of Chinese manufacturing, there remains a consumer belief in the superiority of Japanese products, as evidenced by continued purchases of Japanese-branded items like toilet seats [5][7]. - The global smart toilet seat market was valued at approximately $4.5 billion in 2024, with China accounting for 70% of production [5]. - Many products in Yodobashi Camera are actually Chinese brands marketed under Japanese names, reflecting a trend of "brand masquerading" [7][9]. Group 3: Technology and Brand Ownership - REGZA, originally a Toshiba brand, is now owned by China's Hisense, which acquired 95% of Toshiba's TV business in 2017 [9]. - Lenovo's acquisition of NEC's PC business has increased its market share in Japan to 27%, making it the leading player in the Japanese PC market [10]. - The article notes that even high-profile endorsements, such as those by Japanese celebrity Kimura Takuya for Huawei products, indicate a shift in brand perception in Japan [11][13]. Group 4: Consumer Behavior and Market Share - Huawei holds a 15% market share in Japan's smartwatch market, ranking second behind Apple, which has a 58% share [13]. - The article highlights that Japanese consumers are relatively reserved in leaving product reviews, with Huawei's GT 5 Pro smartwatch receiving 255 reviews on Amazon Japan, which is considered significant [15][19]. - The competitive landscape in the smartwatch market shows that Huawei and Apple dominate the high-end segment, while Xiaomi leads in the mid-range [23][26]. Group 5: Manufacturing and Competitive Landscape - The article discusses the evolution of Chinese manufacturing capabilities, emphasizing the transition from low-end imitation to technological leadership in various sectors, including smartphones and drones [34][35]. - China's dominance in the consumer drone market is noted, with over 90% market share, showcasing its rapid technological advancements [35]. - The article concludes that China's manufacturing prowess has surpassed Japan's, particularly in hardware sectors, indicating a significant shift in global manufacturing dynamics [36].