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]

Core Viewpoint - The global wearable wristband device market is experiencing steady growth, with shipments reaching 193 million units in 2024, a 4% year-on-year increase, driven primarily by strong demand in China and emerging markets, compensating for declines in mature markets like the US and India [1][2]. Group 1: Market Performance - In 2024, China remains the largest market for wearable wristband devices, accounting for 30% of global shipments with a 20% year-on-year growth, significantly boosted by government subsidies and product upgrades [1][2]. - The Indian market, as the second-largest, faces challenges with a 22% decline in shipments due to local manufacturers struggling with upgrades in basic watch functionalities [1][2]. Group 2: Emerging Markets - Emerging markets play a crucial role in global growth, with the Middle East leading at a 55% increase, followed by Southeast Asia (45%), Latin America (21%), and Eastern Europe (20%) [2]. - Brands like Xiaomi and Huawei are enhancing brand recognition to drive growth in these regions, focusing on affordable basic devices to attract first-time buyers [2]. Group 3: Product Segmentation - Basic watches continue to be the main growth driver, with an 8% increase in 2024 following a 25% rise in 2023, while basic wristbands are seeing a revival with a 7% growth in Q3 and a significant 49% increase in Q4 [3]. - The demand for simple, lightweight, non-intrusive wearable devices is evident, particularly in health and fitness tracking, alongside a growing trend for smart rings [3]. Group 4: Competitive Landscape - Samsung re-entered the basic fitness wristband market with the Galaxy Fit 3, intensifying competition and prompting Xiaomi to adjust pricing and distribution strategies in various markets [4]. - Samsung's strategy aims to attract new users to its health ecosystem through entry-level devices, eventually guiding them towards smartwatches [4]. Group 5: Future Outlook - The ongoing expansion of the wearable wristband device market in 2024 highlights the increasing demand for affordable devices in emerging markets, while mature markets face challenges due to longer upgrade cycles and stagnation in innovation [5]. - Future growth will depend on balancing innovation with affordability, expanding global market share, and leveraging emerging trends like smart rings and advanced health tracking [5].