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China Smartwatch Shipments Rise 5% YoY in Q2 2023

China’s smartwatch shipments rose 5% YoY in Q2 2023 to mark the market’s gradual recovery.
Huawei remained the best-selling brand with a 39% market share.
imoo (BBK) surpassed Apple to rank second in market share.
The≥$500 price band’s share increased significantly, while the ≤$50 price band’s share decreased significantly.

Beijing, New Delhi, Seoul, Hong Kong, London, Buenos Aires, San Diego – August 30, 2023

Marking a gradual recovery in Q2 2023, China’s smartwatch shipments increased 5% YoY, according to Counterpoint Research’s latestGlobal Smartwatch Model Tracker.

Senior Analyst Shenghao Baisaid, “The YoY rise in Q2 came on a low base of the same period last year. At the same time, the holiday travel in Q2 and the 618 e-commerce festival also boosted consumer demand for smartwatches. The market has recovered slightly better than we had predicted.”

Source: Counterpoint’s Global Smartwatch Model Tracker

Note: Figures may not add up to 100% due to rounding

Market summary

Huaweirecorded a 58% YoY growth, maintaining its good reputation among consumers. The newly launched Huawei Watch 4 and Huawei Watch 4 Pro series models were popular with consumers, while old models such as the Huawei Watch GT 3 series still sold well. Another newly launched model, the Huawei Watch Ultimate, contributed to the brand’s performance in the ultra-premium segment.

imoo(BBK) benefited from the demand in the first full back-to-school quarter after the pandemic lockdown was lifted in China. Its multiple offline retail stores also contributed to the brand’s growth.

Applerecorded a 15% YoY decrease in Q2 2023. Although the Apple Watch Series 8 was the best-selling model family in China during the quarter, its shipments decreased 25% compared to that of its predecessor Apple Watch Series 7 in Q2 2022. With new product launches expected in Q3 2023, Apple is likely to increase its market share in the quarter.

Xiaomi同比减少15%,但增长记录7% QoQ. The brand still took the biggest share in the ≤$50 segment. Waning consumer interest in entry-level products contributed to the decline in Xiaomi’s market share.

OPPOachieved a 28% YoY increase in Q2 2023. Promotions during the 618 e-commerce festival helped the OPPO Watch 3 and OPPO Watch 3 Pro’s sales.

Source: Counterpoint’s Global Smartwatch Model Tracker

Note: The price refers to the wholesale price

In terms of wholesale price bands, the ≤$50 band’s share significantly dropped compared to the same period last year. This price band’s share has been recording YoY drops in the past several quarters. On the other hand, the ≥$500 segment’s share rose significantly to 11% from almost negligible in Q2 2022.

Research Analyst Alicia Gongsaid, “The entry-level products with simple features are not as popular with consumers as they once were. A growing number of consumers are gravitating toward smarter devices with more health monitoring, sports tracking and guidance functions. Since the Apple Watch Ultra’s release last year, the share of premium segments has been growing. The promotions during the 618 e-commerce festival also contributed to these segments’ growth.”

Background

市场研究是一个世界人口对位技术l research firm specializing in products in the TMT (technology, media, and telecom) industry. It services major technology and financial firms with a mix of monthly reports, customized projects, and detailed analyses of the mobile and technology markets. Its key analysts are seasoned experts in the high-tech industry.

Global Smartwatch Shipments Grow 9% YoY in 2022; Price Polarization Seen in Demand

The market showed decent YoY growth in 2022, though it dropped 8% YoY in Q4
Quarterly shipments turned to a YoY decline after seven consecutive quarters of growth.
Shipments in the >$400 price band more than doubled in 2022, while the mid-price range saw a YoY drop.
Indian brands such as Noise and Fire Boltt found spots in the global top 5 sellers’ list thanks to the rapid growth of their domestic market.

Seoul, New Delhi, Hong Kong, Beijing, London, Buenos Aires, San Diego – February 22, 2023

Theglobal smartwatch market shipmentsgrew 9% YoY in 2022 due to the strong YoY growth witnessed in the first three quarters of the year, according to Counterpoint Research’s recently publishedGlobal Smartwatch Model Tracker. But the shipments fell 8% YoY in Q4 2022 amid inflationary pressures and slowIndia growth. This was the market’s first negative growth in eight quarters since the pandemic hit the world in 2020.

Global Top-selling Smartwatch Brands’ Shipment Share, 2022 vs 2021

Source: Counterpoint Global Smartwatch Model Shipment & Revenue Tracker, Q4 2022

The most striking feature of the year was price polarization in demand. Shipments in the mid-price range decreased while those in the >$400 and ≤$100 segments increased 104% and 41%, respectively, compared to the previous year.

Research Analyst Woojin Sonsaid, “Apple strongly drove the average selling price (ASP) rise in the global smartwatch market in 2022, especially in the >$400 price band. There are two main reasons for this ASP rise – a diversified Apple smartwatch line-up and a rise in the exchange rate. This year, Apple released its first premium model, Ultra, at a release price of $799 in the US. In addition, as the exchange rate rose, the local price of Apple Watch in various countries changed. The demand for the premium segment remained relatively strong despite the decline in consumer sentiment at the end of 2022.

Sonadded, “On the other hand, we must be cautious about the low-price band of sub-$100. While this segment expanded in 2022 along with the remarkable growth of India’s market, it showed a large withdrawal in Q4 when compared to Q3.”

Global Smartwatch Shipment Share by Wholesale Price Band, 2022 vs 2021

Source: Counterpoint Global Smartwatch Model Shipment & Revenue Tracker, Q4 2022

Market summary

In 2022,Apple’s global market share decreased by 2.6%p with shipments remaining almost flat year on year. In terms of revenue, however, it grew 15% YoY, accounting for 56% of the global smartwatch market revenue and further widening the gap with No. 2 Samsung.
Samsung每年的出货量增长了12% for more than 10% of global smartwatch shipments in 2022. Although sales of the newly released Galaxy Watch 5 series in the year were positive, its revenues only increased by less than 1%, which seems to be largely due to a slight drop in the ASP compared to the previous year.
Huawei‘s market share fell 0.5%p YoY due to the Chinese smartwatch market losing momentum to India in 2022. However, the brand’s revenue increased by 20% thanks to its relative focus on HLOS* smartwatches.
NoiseandFire Boltt, the Indian brands that supported the rapid growth of their home market, showed excellent growth in 2022. The two brands surpassed 5% of the global market share to rank fourth and fifth, respectively. Although the makers failed to beat Huawei as the Indian market’s growth slowed in Q4, they are attracting discussions on whether they will be able to threaten Samsung’s position beyond Huawei next year.
FitbitandXiaomi’s rankings fell to 10th and 11th in 2022 from 7th and 8th in the previous year. The strength of Indian brands was also affected, but these two brands failed to defend their share in their main markets like North America (Fitbit) and China (Xiaomi). Their shipments were decreased or flat compared to the previous year.

Smartwatch Shipment Share by Region, 2022 vs 2021

Note: Figures may not add up to 100% due to rounding

Source: Counterpoint Global Smartwatch Model Tracker, Q4 2022

In terms of regions,North Americarecovered as the largest smartwatch market in Q4 2022, which also allowed it to remain in first place for a full year again. The Apple’s home market showed a significant increase in shipments QoQ, despite the sales of Apple Watches being lower than expected in the fourth quarter. However, North America’s share decreased slightly as India emerged as another core region in 2022.

India’s market more than doubled compared to 2021. It grew steadily until Q3 2022 but fell 36% QoQ in Q4.Senior Analyst Anshika Jainsaid, “The third quarter of 2022 saw a big rise because most of the brands pushed high inventories into the channel ahead of the festive season. Therefore, we saw a decline in shipments in the fourth quarter.”

In the fourth quarter of 2022, China’s shipments rebounded for the first time in the year as the COVID-zero policy was eased, and both Huawei and Apple are received a positive response with their more diverse products.

*Smartwatch type definition

HLOS smartwatch:Electronic watch running a high-level OS, such as Watch OS (Apple) or Wear OS (Samsung), with the ability to install third-party apps.
Basic smartwatch:Electronic watch running a lighter version of an OS, with the inability to install third-party apps.

Background

Analyst Contacts

Sujeong Lim

Neil Shah

Follow Counterpoint Research

press@www.arena-ruc.com

Infographic: Smartwatch Market | Q1 2022

Smartwatch Market Share by Brand

The global smartwatch market grew 13% YoY, reaching shipments at 33.7 million units in Q1 2022 and continued double-digit growth for the fifth consecutive quarter. Apple maintained a solid lead and increased 14% YoY in Q1 2022. Some shipments carried over to Q1 2022 due to a month late launch of Apple Watch 7, which helped continue the strength of the brand.

Smartwatch Market Share by Region

While most major regions grew YoY, only Europe recorded flat growth. Although Apple and Samsung continued to grow year-over-year, other major brands such as Garmin and Fitbit performed weakly in the European market during this period.

Use the button below to download the high resolution PDF of the infographic:

Smartwatch Market Grows 24% YoY in 2021, Records Highest Ever Quarterly Shipments in Q4

The market grew a healthy 24% YoY, thanks to strong demand for sub-$100 smartwatches.
Samsung, Amazfit and Garmin recorded a higher growth than the market average, although Apple remained the undisputed leader.
The Indian market quadrupled YoY thanks to the notable growth of local brands such as Noise.

Seoul, Beijing, Boston, London, Toronto, New Delhi, Hong Kong, Taipei – March 14, 2022

The global smartwatch market shipments hardly grew in 2020 due to COVID-19, but they recorded a healthy 24% YoY growth in 2021, according to Counterpoint Research’s recently publishedGlobal Smartwatch Model Tracker. The fourth quarter alone saw shipments of more than 40 million units, the highest quarterly shipments ever.

Associate Director Sujeong Limsaid, “The global smartwatch market’s good growth in 2021 is meaningful in itself, but it is more meaningful in that it makes us look forward to future growth. With their ability to monitor important health parameters like blood pressure, ECG and SPO2, these devices are becoming popular. Further, the attractiveness of smartwatches as independent wearable devices will increase if more of them start supporting cellular connectivity.”

Global Top 9 Smartwatch Brands Shipment Share, 2021 vs 2020

Source: Counterpoint Global Smartwatch Model Tracker

Market Summary:

Applemaintained its solid No. 1 position with a 30% market share but fell 3% points YoY due to intensified competition. However, its ASP rose 3% without the release of the SE model in 2021. As a result, Apple accounted for half of the total market revenue.
Samsungwas one of the most successful smartwatch OEMs in 2021. Its QoQ growth was more than 200% in the third quarter to record the brand’s best shipments ever. This growth retained strength until the last quarter. Moving to Wear OS through a partnership with Google has worked well for the brand in many ways.
Huaweilaunched high-end new models and kids’ smartwatches despite continued US sanctions, but inevitably its shipments would decline YoY. Due to the Watch GT 3 and Watch Fit Mini, which were released in the fourth quarter, Huawei’s shipments more than doubled QoQ in the quarter.
imoodid not release a new model in 2021, resulting in a slight YoY decline. However, as it entered markets outside China, such as Europe, it remained the undisputed No. 1 in the kids’ smartwatch segment.
Amazfitsucceeded in expanding its position in the market in 2021, recording more than 20% YoY growth over the past two years. Its ASP also rose 11% as the proportion of the GTR and GTS, the high-end models of the brand, gradually increased.
Garminperformed better than expected in 2021. Garmin had initially focused on introducing high-priced smartwatches for special categories like aviation and divers. But it is gradually shifting focus to bringing attractive consumer products from price and design perspective. As a result, it showed 35% YoY growth and took sixth place by raising its global ranking by one place.
Fitbitshowed weak performance in 2021. Since the launch of the Sense and Versa 3 models in the third quarter of 2020, there has been no launch of new models, which seems to be due to strategy changes and reorganization due to the merger with Google. Therefore, it showed a YoY decrease of more than 15% in 2021. But it is expected to rebound with the release of the Versa 4 in the second half of 2022.
Xiaomishowed strong performance with its Mi Watch Lite in the first half of 2021 and released the Redmi Watch 2 series in Q4 2021. In this series, it launched the ‘Lite’ variant to broaden users’ choices and we expect it to contribute to Xiaomi’s market share gain.
Noise,the 1 local king in India’s smartwatch market, was the fastest-growing brand among the global top 9 brands. Leading the growth of the Indian smartwatch market, Noise was India’s No. 1 brand in 2021 and 2020.

Smartwatch Shipment Proportion by Region, 2021 vs 2020

Source: Counterpoint Global Smartwatch Model Tracker, Q4 2021

增长背后的驱动力之一global smartwatch market in 2021 was the expansion of the Indian market. TheIndian smartwatch market2020年仅占全球市场的3%, but it grew four times in 2021 to raise its global market share to close to 10%.

Senior Research Analyst Anshika Jainsaid, “Noise is the No.1 Indian smartwatch brand and leads the growth of the local market. It captured the top position in 2021 due to its diverse product portfolio targeting the budget and mid segments, as well as strong partnerships with e-commerce players, financial institutions and celebrities. Noise also focused on community building and slightly shifted its price base towards the lower side to make its smartwatches accessible to a larger group of people, a strategy that proved to be effective. All this resulted in Noise ranking third in terms of shipments after Apple and Samsung in the APAC region except China in 2021.”

Background

市场研究是一个世界人口对位技术l research firm specializing in products in the TMT (technology, media and telecom) industry. It services major technology and financial firms with a mix of monthly reports, customized projects and detailed analyses of the mobile and technology markets. Its key analysts are seasoned experts in the high-tech industry.

Analyst Contacts:

Sujeong Lim

Anshika Jain

Neil Shah

Counterpoint Research
press(at)www.arena-ruc.com

Infographic: 2021 | Smartwatch

Smartwatch Market Share By Brand, 2021 vs 2020

The global smartwatch market reached 127.5M units in 2021, with shipments of 42.4M in the fourth quarter.
While Apple’s Watch 7 series launch had been delayed to the fourth quarter, Samsung has boosted their market position in 2021 with the successful launch of the Galaxy Watch 4 series.
Similar to its decline in the smartphone market, Huawei showed weaker performance in the smartwatch market compared to 2020. But it still ranked 3rd in the global market.

Smartwatch Market Share By OS, 2021

Smartwatch operating systems: proprietary OS or RTOS still dominates. These lack the ability to install third-party apps.
With the popularity of the Apple Watch, Watch OS holds almost a third of the market.
The biggest change in 2021 in terms of smartwatch OS is Samsung’s move from Tizen to Wear OS. As a result, Google’s Wear OS has increased its share from 3% in 2020 to 10% in 2021.

Smartwatch Market Proportion By Region, 2021

The smartwatch market still has room to grow and shipments are yet centered around advanced markets such as North America and Europe.
China is the largest market for kids’ smartwatches, and this has helped it rank second in regional markets just behind North America in 2021.
The Indian smartwatch market was similar in size to MEA or LATAM in 2020, but recorded explosive growth of four times in 2021, achieving share of close to 10%.

Use the button below to download the high resolution PDF of the infographic:

Smartwatch Market Grows 27% YoY in Q2 2021; Apple Watch User Base Crosses 100 Million

The market grew a healthy 27% YoY, thanks to strong demand for sub-$100 smartwatches.
Samsung and Garmin posted remarkable YoY growth even as Apple maintained its lead.
Rapid growth expected in India’s market with the rise of local brands such as Boat and Noise.

Boston, Beijing, Toronto, London, New Delhi, Hong Kong, Taipei, Seoul – August 26, 2021

Showing a full recovery from COVID-19,global smartwatch shipmentsin the second quarter ofthis yearincreased 27% compared to the same periodlast year, according to Counterpoint Research’s recently published Global Smartwatch Model Tracker.

Apple maintained its solid No. 1 position in terms of shipments, but its market share declined slightly compared to the same period last year due to intensifying competition with Chinese and Indian brands. Among the global Top 5 smartwatch OEMs, Samsung and Garmin showed a remarkable shipment growth of 43% and 62% YoY, respectively, exceeding the average market growth rate and recording higher growth rates than other top brands.

Thanks to the steady popularity of the Galaxy Watch 3 and Watch Active 2, Samsung showed a quick recovery from last year’s somewhat sluggish performance. Garmin recorded its highest shipments ever during the quarter. Among the Top 5 brands, only Huawei fell compared to the same period last year. The decline in its smartphone business seems to have affected its smartwatch sales, as the smartwatch from such a vertical player is tightly optimized with the brand’s smartphones and the users’ loyalty to the brand’s ecosystem of offerings.

Shipments of Global Top 5 Smartwatch OEMs: Q2 2021 vs Q2 2020

Source: Counterpoint’s Global Smartwatch Shipments Tracker, Q2 2021

Apple Watch active user base crosses 100 million; sub-$100 segment grows 547% YoY

Commenting on the smartwatch market outlook,Senior AnalystSujeong Limsaid, “The smartwatch attach-rates for smartphones have been steadily rising. Apple’s ecosystem is seeing a greater attach rate as the brand continues to bake in attractive designs, health features and related services around it.Apple Watch’s user base crossed the 100-million mark for the first time during the quarter ended June, capturing the lion’s share of the smartwatch user base globally. The US continues to be the key Apple Watch market, contributing to more than half of its user base, with an attach rate of close to 30%.”

Lim added, “Looking at the success ofApple Watch, more OEMs have entered the smartwatch market with a relatively less advanced OS but comparable fitness and health-related features, and stylish designs at affordable prices targeting hundreds of millions of potential users globally. The pandemic has further pushed consumers towards being more health-conscious and features such as SPO₂and heart rate monitoring have trickled down to the sub-$100 smartwatch segment. The sub-$100 smartwatch segment grew a massive 547% annually, highlighting its mass-market reach.”

North America largest, India fastest growing market

China, the second largest market after North America, grew in terms of volume but its growth rate was somewhat lower than that of other regions, and its share by region decreased. As seen in the smartphone market, the recovery of consumer spending here after the pandemic has been slower than in other regions. Also, the space vacated byHuawei–HONORin China is yet to be filled.

Commenting on high growth markets,Senior Analyst Anshika Jainsaid, “India was the smallest market in the second quarter of last year, accounting for less than 2% of the total market, but its share increased to 6% in just one year. The proliferation of sub-$100 affordable, feature-rich smartwatches from Chinese brands such asXiaomi,realmeandOPPO, and Indian brands such asboAtandNoisehas been one of the key growth drivers.”

Source: Counterpoint’s Global Smartwatch Shipments Tracker, Q2 2021.

Top-selling Smartwatches Globally, Q2 2021

Background:

Analyst Contacts:

Sujeong Lim

Anshika Jain

Neil Shah

Follow Counterpoint Research
press@www.arena-ruc.com

Global Smartwatch Market Revenue up 20% in H1 2020, Led by Apple, Garmin & Huawei

The top three brands contributed more than 69% of the total market revenue in H1 2020.

Seoul, Hong Kong, New Delhi, Beijing, London, Buenos Aires, San Diego —August 20, 2020

Exhibit 1: Global Smartwatch Shipment Revenue Share % in H1 2020 vs H1 2019

The global smartwatch market posted a healthy 20% revenue growth in H1 2020 despite the COVID-19 pandemic and shipments remaining flat compared to the same period last year, according to the latest research from Counterpoint’s IoT service.

Commenting on thesmartwatchmarket dynamics, Senior AnalystSujeong Limsaid: “The smartwatch space remains a popular consumer device segment, compared to the downturn seen in smartphone demand and many other segments in the first six months of 2020 due to the devastation caused byCOVID-19. Close to42 million smartwatches were shipped在2020年上半年wearables continue to see greater demand with consumers becoming more health conscious. India (+57% YoY), Europe (+9% YoY) and the US (+5% YoY), the most affected regions of COVID-19, saw a healthy growth in smartwatch shipments which offset the decline in other markets.”

Lim added: “Applecontinued to dominate the smartwatch market both in volume and value. Apple captured a record half of the market in terms of revenue due to strong demand for the Apple Watch S5 models. In terms of shipment volumes,Apple Watchgrew 22% globally with Europe and North America being the fastest growing markets in the first half of 2020.”

Commenting on the competitive landscape, Vice President ResearchNeil Shahsaid: “Huawei saw healthy volumes (+57% YoY), jumping to the second spot globally in the first half of 2020.Huaweibenefitted from significant demand for its smartwatches, especially the Watch GT2 series in its home market China and Asian markets, with shipment volumes growing 90% in both the regions.Garmin, the second-largest brand in terms of revenue globally, continued to make strides cornering the sports enthusiast and athlete market. The brand saw healthy demand (+31% YoY) for its Forerunner and Fenix line, making up one of the broadest portfolios of smartwatches in the market. Europe and North America remain the key markets for Garmin.”

Talking about fast-growing brands, Shah said: “Amazfit (+51% YoY) andXiaomi(+47% YoY) made healthy strides during the first half with expanding portfolios and better geographic reach. China, India and the rest of Asia remain central to these brands’ growth story.Samsungfaced some headwinds during the first half, but the launch ofGalaxy Watch 3in the second half could drum up some demand for the Korean vendor. Fitbit, Ticwatch and Suunto faced some tough competition from Garmin and Apple during the first half and will thus look forward to ramping up initiatives to ignite the demand during the holiday season.”

Exhibit 2: Global Smartwatch Best-Selling Models by Shipment Volumes, H1 2020

Commenting on other smartwatch trends, Research DirectorJeff Fieldhacksaid: “GoogleWearOS continues to account for 10% of the total smartwatch market, behind苹果WatchOS. Huawei’s Lite OS and Amazfit’s Amazfit OS are growing fast. Further, the cellular-capable smartwatch is becoming more popular and accounts for more than one in four smartwatches shipped, benefitting the likes ofQualcomm. Heart rate monitoring now is featured in almost 60% of the smartwatches. Fall detection and SPO2 are the features that should see mass-adoption in future models. Square form-factor accounts for almost two-thirds of the smartwatches globally as the form factor is helping to better fit additional sensors and needed battery footprint. The massive leaps in battery life and processing power are helping to better track overall health as continual heartrate, sleep and other monitoring can be done instead of the device sitting on a charger. The leaps in solar charging technology will also help OEMs concentrate on better monitoring. We expect to continue to see a focus on fitness and wellness applications.”

A comprehensive report on the smartwatch shipment tracker by model and geography is available for subscribing clients on our华体会游戏网址.

Background:

市场研究是一个世界人口对位技术l research firm specializing in Technology products in the TMT industry. It services major technology firms and financial firms with a mix of monthly reports, customized projects and detailed analysis of the mobile and technology markets. Its key analysts are experts in the industry with an average tenure of 13 years in the high-tech industry.

Analyst Contacts:

Sujeong Lim

Neil Shah

Jeff Fieldhack

Counterpoint Research
press(at)www.arena-ruc.com

Podcast: How is the Fast-Growing Kids’ Smartwatch Segment Shaping Up?

Smartwatches are gaining popularity worldwide, especially given the fact that they double asfitness trackers. But they are not just for adults. There is a market forkids’ smartwatchtoo. Thesesmartwatchesaren’t just fancy toys for tech kids, but they are functional too – having features like4Gconnectivity, GPS and geo-fencing to name a few.

Exhibit: Global Kids Smartwatch Shipment by Brand Market Share in 2018 vs 2019

Chinese brands have been quick to realize the demand and capitalize on the same. In fact,China dominates the kid’s smartwatch market globallywith 62% market share. In the latest episode of “The Counterpoint Podcast” host Ritesh Bendre and Research AnalystSatyajit Sinhadiscuss about the fast-growing kids’ smartwatch that is shaping up. The podcast covers topics like top players and their market share, privacy and security related to these smartwatches and more.

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China Smartwatch Shipments Rise 5% YoY in Q2 2023

Global Smartwatch Shipments Grow 9% YoY in 2022; Price Polarization Seen in Demand

Market summary

*Smartwatch type definition

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Smartwatch Market Share By Brand, 2021 vs 2020

Smartwatch Market Share By OS, 2021

Smartwatch Market Proportion By Region, 2021

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Apple Watch active user base crosses 100 million; sub-$100 segment grows 547% YoY

North America largest, India fastest growing market

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