Smartwatch Market Status in the First Half of 2025 and Future Outlook
Smartwatch Market Status in the First Half of 2025 and Future Outlook
The following is a comprehensive analysis of the current status and future direction of the smartwatch/wristband market in the first half of 2025, based on the latest industry data and trends: š 1. Market Status in the First Half of 2025 Overall Market Growth Sales Volume and Growth Rate: China's smartwatch/wristband sales across all channels reached 35.27 million units, a year-on-year increase of 33.4%. Online channels accounted for over 70%, with traditional e-commerce platforms (JD.com, Tmall, and Suning) contributing over 50% of sales.
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Global Comparison: Global wrist-worn device shipments grew by 10.5% year-on-year, with the Chinese market, with a growth rate of 37.6%, becoming the core engine. Market Segment Performance Adult Smartwatches Online sales: 7.432 million units (up 62.7%), average price: 1,608 yuan; Brand Structure: Children's Smartwatches Online sales: 4.551 million units (up 16.8%), average price: 565 yuan; Brand Structure: Xiaotiancai leads with a 35.3% market share (up 74.7%), followed by Huawei and Xiaomi Mi Rabbit; Driving Factors: AI positioning (such as the Xiaotiancai Z11) + educational and social ecosystem, but competition from off-brand brands dilutes market share Smart Bracelets Online sales reached 6.146 million units (up 53.6%), with an average price of 306 yuan. Brand Structure: Xiaomi accounted for 63.3% (doubled), Huawei accounted for 27.7%, and the two together held a 91% market share. New Product Drivers: The Xiaomi Mi Band 10 and Huawei Mi Band 10 (emotional wellness assistant) contributed significantly. š II. Core Growth Drivers Policy Dividends National Subsidy Stimulus: In 2025, smartwatches and wristbands were included in the national subsidy list for the first time, directly driving replacement demand. Combined with the 618 shopping festival, this boosted consumption.
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Price Sensitivity Differences: Adult watches benefited more due to their higher prices (subsidies converted into high discounts), while children's watches and wristbands were less affected by the policy. Technological Innovation and AI Empowerment Health and Fitness: Huawei Watch 5's upgraded sensors support medical-grade ECG monitoring, and AI running posture assessments enable customized training plans. Children's Use: Xiaotiancai's AI positioning and learning tools strengthen demand. Chips and Ecosystem: Xiaomi's Xuanjie T1 chip improves energy efficiency, while vivo's long-lasting battery life optimizes the user experience. Upgrading Consumer Demand Increasing penetration of health management (heart rate and blood oxygen monitoring), fitness tracking, smart home integration, and payment functions. š® III. Future Outlook Technological Evolution Trends Medical-Grade Health Management: Huawei Watch D receives medical device certification, promoting the integration of device data into clinical decision-making; collaboration with pharmaceutical companies and hospitals is a key focus. Deep AI Integration: The penetration rate of AI watches is expected to reach 15% by 2025 (compared to only 2.3% in Q1), with voice assistants and personalized health alerts becoming standard features. Lightweight and Battery Life: The wristband uses liquid silicone/titanium alloy materials, boasting a battery life exceeding 30 days; Micro LED screens and independent GPS technology are becoming widespread. Expanding the Scenario Ecosystem
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Multi-scenario Interaction Hub: Integrating car connectivity (Tesla fatigue monitoring), home control, and office reminder functions. Service-oriented Children's Education: K12 curriculum collaboration and AI oral practice replace hardware competition; Stricter privacy regulations restrict social functions and shift to closed-loop home-school communication. Market Forecast and Challenges Scale: The global smartwatch market is expected to reach US$45 billion in 2025; China's omni-channel sales will exceed 74 million units (+30%). Competitive Risk: Low-price competition among white-label wristbands (Huaqiangbei public models) and premiumization by leading brands (Xiaomi/Huawei reaching 800 yuan and above) lead to price polarization. Sustainability: Apple promotes 100% eco-friendly materials, accelerating the industry's green transformation. š IV. Summary In the first half of 2025, the market will explode, driven by policy, technology, and demand. The future will evolve toward deep integration of healthcare, customized AI scenarios, and an interconnected ecosystem. Leading brands need to build barriers in high-end technology (such as medical certification) and niche markets (senior/sports watches), while also addressing white-label competition and privacy compliance challenges.
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