Not long ago, the results of mobile phone sales in the second quarter were released. OPPO and Vivo continued to continue the fierce momentum and surpassed Xiaomi to rank 2, 3 of domestic brand sales. Traditional advertising + channels, in the hot white of smart phones today, go beyond the famous millet known as the Internet model.
The backgammon brand Xiao Tiancai launched a small genius phone watch in May last year. It was endorsed by Mori and every day. He was bombarded by channels such as Hunan Satellite TV and Golden Eagle Cartoon. It invested 200 million yuan in advertising and relied on the mature audiovisual channels of young geniuses. Genius has continued the tradition of backgammon, then in the children's watch wearable market segment, Xiaotian can copy the backgammon model to further success?
The homogenization of mobile phone hardware is serious, but the watch is a world of difference
The processor, screen, and production process of the mobile phone have all matured, and the supply chain has also been very stable. There is not much difference in the nature of the vendors. Although OPPO and Vivo's low price and high price are often criticized, the performance of mobile phones is already in excess. The actual difference in experience is not great for the average consumer.
On the other hand, in the field of children's watches, with the addition of brands such as 360, this category of children's watches began to form a scale in 2014. In 2015, it only ushered in an outbreak. The watch is just functionally able to meet the needs of children's safety and communication. At present, most children's watches still remain in the “functional machine†era. From last year to the present, children's watches for young talents have been released for three generations, but they still use processors such as MT6261 (260MHz single-core) and other functional machines. 2G network, simple screen, only has the basic telephone and positioning functions, the cost of 200 yuan or so, the high price of 798 yuan, continuing the characteristics of step by step with high prices. Â
In contrast, the hardware gap in mobile phones is only a problem of high and low levels, and it is a fundamental difference between watches. In May of this year 360, the children's watch 5 series was released and the first to adopt the MT2601 customized for smart watches ( Dual-core 1.2GHz) processor, supports 3G roaming, integrates advanced hardware such as fast charging, camera, IPS full-fit HD screen, 9-axis sensor. Maybe you question whether or not you need such strong hardware on your watch. Just as people originally discussed the need for dual-core processors and 1080P-high resolution screens, you should never judge hardware development with current functional requirements. Hardware is the function. The foundation of the realization, the improvement of the hardware can bring the function to promote, millet dragon 820 compares OPPO MTK P1 processor may just run the disparity, and the little genius MT6261 contrasts 360 MT2601 is the function machine processor and the intelligence The essential difference of the machine processor, we still have to give affirmation to 360 and promote the children's watch to realize the products that cross over.
The mobile OS era represented by MIUI is over. The OS OS represented by 360 OS for Wear has just arrived.
The "surprise" that MIUI8 brings to us looks like there are only ubiquitous built-in advertisements. I often use my hands to change from MIUI 8 to EMUI, Flyme, and other mobile systems. I didn't rely on MIUI 2.3 anymore. After five years of development, the mobile phone system has become more and more mature, and there has been no such huge difference between manufacturers. Surprises have gradually become flat.
Although the watch is simple in function, many watch nail-size screens and complicated key operations have brought a lot of trouble to simple functions. Seeing the Brady Dragon children's watch for 5s still makes me shine, not only the bigger screen, clear and simple interaction, intuitive and clear notification, rich and smooth animation effect, the children can use it easily without looking at the manual for a minute or two. All the features, on the other hand, are small geniuses. Since the screen is a fake touch that can only slide left and right, the children also need to frequently operate with the keys, and the overall use is very incoherent. Therefore, a more consistent and consistent interaction experience with the mobile phone brought by the smart OS on the watch solves the inconvenience caused by the interaction of the small screen. This is even more important for children. From this point of view, compared to the various OSes in the mobile phone field that have been homogenized very seriously, the OS on the watch has only just begun. Except for 360, such as talented vendors, the basic problems have not yet been solved.
Force artificial intelligence, wearable is actually the best entrance
360 released the first artificial intelligence children's watch in May. Artificial intelligence technology was applied to children's watches for the first time. In contrast, mobile phones have become a universal computing platform. The specific function implementation depends on the specific mobile phone APP. On children's watches, subject to the limitations of the hardware and the use of the scene, more is the realization of the functional integration of soft and hard, artificial intelligence on the watch, will undoubtedly bring greater advantages to the competition of the watch.
Alpha Go defeated Li Shishi and ignited our eager hope for artificial intelligence. However, even a level like Alpha Go can only be regarded as a weak artificial intelligence in a specific area. There is still a big gap from what we expected, then in children. In the field, what can artificial intelligence bring?
The first is a more unified entrance and more convenient interaction, the watch screen is small, even the smart OS, still can not meet all application scenarios, and artificial intelligence applications can greatly reduce the cost of interaction through the trial of 360 Badiron children watch 5s discovered that whether to call, or to check the weather, listen to songs, tell stories, just need to talk to Buddy like dialogue. The application of artificial intelligence not only simplifies the interaction, but also greatly expands the function of the watch. Â
Secondly, the current level of intelligence in artificial intelligence matches the needs of children, and can solve children's needs and pain points. The test data shows that the current level of artificial intelligence is generally at the level of 4-5 years old, which is itself a child's level. Adults talk to a robot and feel silly or boring after a few words. However, after targeted optimization, they can greatly satisfy the curiosity of the children and carry an artificial intelligence interaction in the image of Badiron. Not only does the child learn the knowledge, he meets the child's curiosity and gives the child more companionship. According to the data disclosed by 360, each child currently asks Badi Long over 30 questions a day and chats for more than 15 minutes. Badiron's intelligent voice companionship has become the most popular feature for children.
Finally, as a wearable product, the watch is a convenient entrance for artificial intelligence. It can meet different needs at any time and place. At the same time, as a child's communication and social tool, the watch can fully meet the individual needs of the child. Â
It is an indisputable fact that OPPO and Vivo surpass Xiaomi. However, we also need to see Xiaomi promoting the huge promotion of the mobile phone industry. From 2012 special machine to 360 mobile phone today, 360 is already in the second-hand mobile phone market and is wearable. In the field, 360 is also such a promoter. It is only from the promotion of children's watch hardware design to the successful use of artificial intelligence that 360 is not a spoiler but a leader.
In the wearable field, which is still rapidly iterating, with more uniform hardware and software, and far from meeting the needs of the user, the user experience is still above all else, relying solely on the advantages of traditional advertising + channels, through the low allocation of high prices and 60% of channel profits. The step-by-step high mode of pushing the watch is not good for success.