Fitbit战胜苹果小米独霸可穿戴市场

虽然苹果手表今年在可穿戴市场上抢走了不少份额，但目前市场上排名第一的可穿戴设备制造商仍然是Fitbit。

根据IDC公司最新的数据，今年第三季度，全球可穿戴设备的出货量达到2100万部，同比增长197.6%。Fitbit主打具有运动追踪功能的可穿戴设备，其产品阵容既有60美元的Zip，也有250美元的Surge。今年第三季度，Fitbit独占可穿戴市场22.2%的份额，仍然稳坐可穿戴市场第一厂商的宝座。

不过，苹果手表的横空出世也对可穿戴设备市场的快速增长，起到了推波助澜的作用。IDC的报告显示，仅仅是今年第三季度，苹果手表的出货量就达到390万部。虽然仍落后于市场领头羊Fitbit，但苹果在可穿戴设备市场上的表现显然要比摩托罗拉移动和三星等竞争品牌强得多。

要想弄明白Fitbit和苹果为什么能在这个相对年轻的市场上保持领先地位，首先要看看离这两家公司最近的竞争对手。

在可穿戴市场上，尾随Fitbit和苹果的，首先是中国小米公司。小米也推出了一款廉价的运动追踪器——小米手环；其次是以GPS健身手表而出名的Garmin；再次是销售儿童型智能手表的中国步步高公司。Garmin虽然也推出了Vivosmart等健身手环，但它最出名的还是具备GPS功能的跑步手表等适合专业运动员的可穿戴设备。其他两个品牌，无论是小米还是步步高，其可穿戴设备的全球销量都不算非常抢眼，尽管小米的销量也不容小觑（上季度全球销量达到370万部）。

至于Fitbit为什么是销量最大的健身手环厂商，IDC的研究分析师吉特什•乌布拉尼认为，这是由于这个品牌拥有几个有利因素。

“在传播认知度和定位目标市场——也就是日益增长的健身追踪器市场上方面，Fitbit做得很好。除了有好的设备，他们还与MyFitnessPal、Runkeeper等健身和保健公司建立了合作。另外，日益增长的分销渠道，也是Fitbit保持领先地位的原因之一。”乌布拉尼指出，随着品牌认知度的提高，Fitbit还在试图通过一些企业的健康福利项目进入企业市场。

目前，智能手表产业仍处于发展的早期阶段，各大厂商仍然尝试着在外形和功能之间找到平衡。因此，未来几年，可穿戴设备的出货数据说不定会有很大变化。比如，运动追踪器虽然目前的销量相对来说很好，但是从长期来看，智能手表可能才是大势所趋，比如起价349美元的苹果手表或其他安卓设备。不过，IDC认为，既然小米能够凭借价格还不到20美元的小米手环抢得第三位，那么，小米和其他一些厂商也不是不可能夺得销量冠军的宝座。

当然，乌布拉尼表示：“要想成为市场的领军者，光有价格优势是不够的。”虽然小米手环已经可以在美国买到，但这款产品在美国的销量一直比较低。“要想改变这种局面，他们必须大大加强营销推广力度。”

到目前为止，Fitbit已经通过出色的营销能力和软件设计主宰了可穿戴市场。它的应用和PC端能让用户全面地看到自己的健身信息，并且可以选择将信息与朋友分享。当然，苹果手表上也有类似功能，比如它可以记录基本的健身数据，还可以通过触屏与其他iOS用户进行分享——这也使苹果手表成为了一款出色的设备。

吉布拉尼总结道：“Fitbit之所以做得很好，是因为它建立了一个社区，使健身变成了一种更具社交性的活动，从而让人产生了坚持下去的力量。”不过，随着其他可穿戴产品的持续改进，不断开发出新功能，没人敢保证Fitbit未来几年能继续保住销量第一的位置，更不要说其他健身手环品牌了。（财富中文网）

译者：朴成奎

审校：任文科

While the Apple Watch has carved out a sizable chunk of the wearable market share this year, the number-one manufacturer of these devices, Fitbit, remains the same.

According to IDC’s latest numbers, in the third quarter, overall wearable device shipments were as high as 21 million units worldwide—a growth of 197.6% year-over-year. And this year’s launch of the Apple Watch has contributed to the increase, with IDC reporting 3.9 million units of the iPhone-connected device shipping in the third quarter. But even though Apple “AAPL” has had significantly more success with its smartwatch than brands like Motorola and Samsung, the company is still taking a back seat to Fibit “FIT” , which is known for its lineup of activity-tracking gadgets from the $60 Zip to the $250 Surge. Fitbit commanded 22.2% of the wearable market share in the third quarter, continuing its dominance as the segment’s number one vendor.

To see why Fitbit and Apple are ahead of the pack in this still-young market, you need only look at their closest competition. Following Fitbit and Apple are Xiaomi, a Chinese manufacturer with an inexpensive activity tracker called the Mi Band; Garmin, known for its GPS fitness watches; and BBK, a Chinese electronics brand that sells a smartwatch for kids. Even though it sells fitness bands such as the Vivosmart, Garmin is best known for its GPS-equipped running watches and wearables that cater to more professional athletes across a number of sports. As for the other two brands, neither has yet to make a splash with worldwide wearables sales, though Xiaomi’s numbers in particular (3.7 million units shipped in the most recent quarter) are nothing to sneeze at.

As to why Fitbit is the most successful vendor when it comes to fitness band sales, IDC research analyst JiteshUbrani sees several factors working in the brand’s favor. “They’ve done a great job at spreading awareness and targeting the growing segment of fitness trackers,” he says. “Apart from great devices, Fitbit’s partnerships with fitness- and health-focused companies [like MyFitnessPal and Runkeeper] and their growing distribution network have been key in maintaining their lead.” Ubrani also points to the company’s efforts in the enterprise sector, through corporate wellness programs, as increasing brand awareness for the company.

Since it is still early days for smartwatches, which are still negotiating the delicate balance between form and function, wearable shipment data could paint a very different picture a few years down the line. For instance, activity trackers are relatively well established today, but the wider adoption of smartwatches such as the $349-and-up Apple Watch and Android Wear devices may be a longer-term trend. However, with Xiaomi and its sub-$20 Mi Band taking third place according to IDC, it’s fair to wonder whether this Chinese brand, not to mention other manufacturers such as Jawbone, could overtake the reigning champion.

“It’s going to take more than just price to be a leader in the market,” says Ubrani, who says that while the Mi Band is already available in the U.S., Xiaomi’s sales volume in the states has been low. “In order for this to change, they have to exponentially increase marketing and distribution.”

Fitbit, however, has managed to dominate the wearable market through a combination of marketing savvy and compelling software. Its apps and desktop dashboard provide a comprehensive look at fitness information, along with the option to connect and compete with friends. Incidentally, it is similar features on the Apple Watch—such as its ability to log basic fitness metrics and to communicate with fellow iOS users through the touchscreen—that have also made Apple’s smartwatch such a standout device.

Jibrani sums it up thusly: “Fitbit does well because it’s built a community and helped make fitness a more social experience—they’ve created staying power.” But with other wearables continuing to evolve and add new features, there’s no saying that Fitbit—let alone any other fitness band maker—will hold the number-one spot in years to come.