In the third quarter of 2017, China's wearable device market saw a significant boost in shipments, reaching 12.88 million units, according to the latest report from IDC. This marked an 18.7% year-over-year increase, driven largely by the booming 4G children’s watch segment. While basic wearables—devices without third-party app support—only grew by 6.7%, smart wearables experienced explosive growth, rising by 264.8%. The surge was mainly attributed to the rapid expansion of the 4G children’s watch market.
Despite a slight decline in overall shipments and market share, Xiaomi still held the top position in the market. Its popular product, the Xiaomi Band, is expected to see renewed growth with new releases. Huawei, on the other hand, climbed to second place thanks to its successful lineup of sports bracelets, including the B3 Youth Edition and the Glory series. BBK’s Smart Kid 4G children’s watches began mass production this quarter, maintaining stable shipment levels compared to the previous year. Qihoo 360 also made progress by upgrading its children’s watch models to the SE and 6 series, showing steady growth and securing the fourth position.
The bracelet market, in particular, stood out as a key player in the wearable industry. In the third quarter of 2017, the Chinese bracelet market reached 6.46 million units, reflecting a 13.4% year-on-year increase—the fastest growth rate so far this year. With the release of high-end models like Huawei’s Glory series, the market is entering a new phase of consumer upgrades, marked by three major trends.
First, the average unit price of bracelets is rising due to consumption upgrades. In 2016, the transition to the second generation of Xiaomi Band and the introduction of Huawei’s B3 in the premium segment pushed the average price from $20 to $25 (excluding tax). By 2017, this had increased further to $30. As brands continue to innovate and add value, they are gaining more traction, which puts pressure on smaller manufacturers.
Second, design has become a critical factor in influencing consumer choices. As features among bracelets become more similar, buyers are increasingly drawn to aesthetics and style. To meet this demand, many companies are focusing on fashion elements such as curved or color displays and interchangeable straps, helping to differentiate their products and create stronger brand identities.
Third, payment functions are beginning to play a more prominent role in daily use. Although most bracelets currently emphasize fitness tracking, they are still considered everyday wear. With the rise of cashless transactions, NFC-based payment features are becoming more appealing. Additionally, NFC technology is enabling bracelets to integrate into smart offices and communities, expanding their utility beyond fitness.
According to Pan Xuefei, an analyst at IDC China, “A new wave of consumer upgrades is reshaping the bracelet market. Enhancing product value through fashion, service integration, and convenience features will drive further growth. At the same time, optimizing user experience and increasing engagement under current technical limitations will be crucial for winning market share in this competitive landscape.â€
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