[PConline Talk] Is it a watch or a digital device? From the day of its birth, smart watches have to face this embarrassing problem. Major manufacturers have also been trying to find a delicate balance between these two points. The Apple Watch Series 2 released on September 8 is no different from the previous generation, but it has some upgrades in configuration, such as built-in GPS, waterproof, and screen brightness of 1000 nits. One detail that is worth noting, however, is that Apple quietly canceled the outrageously expensive 18K gold watch, and the much cheaper ceramic version became the successor of the Edition series. If the 18K gold watch is a touchstone for Apple's investment in the luxury market, from the perspective of the press conference, this stone is obviously a steel plate. Of course, this is what we expected. Let's go back two years ago. On September 9, 2014, in the midst of a longing, Apple released the first generation of Apple Watch. These are the sports version starting at 2588 yuan, the regular version starting from 4188 yuan, and the 18K gold version starting from 74800 yuan. Judging from such a strategy of product excellence, Apple apparently did not figure out the positioning of the Apple Watch. The sports version and the regular version represent the sports bracelet market and the watch market, respectively, while the 18K gold version represents the local tyrants. Different versions correspond to different markets, and the idea is very good. However, this is just a clever little thing for Apple, because these three versions are almost identical in their experience. The difference is only the case and strap. The result of which one wants to do is which one is not done. At this year's press conference, Cook listed a table and put together brands such as Apple Watch and Patek Philippe. He said that according to sales, Apple could rank second in the watch, second only to the Rolex. . However, people with discerning eyes will be able to see the problem: the comparison object is wrong! It's just like how Aston Martin sells, and it's not possible to sell more than GM's sales of 10,000 units a year. According to data from market research company Slice Intelligence, sales of Apple Watch plunged by 90% a few days after its release. Six months later, the lowest-priced Apple Watch Sport accounted for two-thirds of the total sales, while the expensive Edition sold only 2,000 in the United States. Sure enough, at this year's press conference, there were no more 100,000 yuan watches. There is no doubt that Edition has failed. No matter from which point of view, the gold watch is more like an attempt, so this result should also be Apple's own expectations. Edition can't sell for the following reasons. Product positioning from the brand image As stated earlier, each brand represents a value concept. Apple is recognized by consumers, mainly due to innovations that change lifestyles and excellent product design. In other words, people buy Apple's products, the most fundamental reason is that it is really easy to use. Who will buy Apple Watch? There are countless answers to this question, but one thing is for sure. He must have an iPhone. Although some people will consider owning the iPhone as something worth showing off, there is no doubt that these people are definitely unable to afford Edition. Apple Watch should be sold to those who agree with the value concept of the iPhone, not those who agree with the value concept of luxury goods. People who buy luxury goods will also use the iPhone and Apple Watch, but they are more likely to buy a regular or sports version. Just like the rich will drink Coca-Cola, but can you say Coca-Cola is a luxury? This is the effect of brand positioning on product image. Insufficient awareness of the luxury market Wikipedia's definition of luxury goods is: "In the market, whether it is quality or price is the most high-grade goods." According to this definition, Apple Watch Editon is indeed a luxury, but it can only be said in the field of smart watches. If the scope is extended to the entire watch product, whether it is quality or price, 18K gold watch is obviously not enough. To know the user Wang Ying in a reply on luxury goods mentioned that although there are many definitions of luxury goods, but basically can not be separated from the following six characteristics. Symbolism, Extraordinariness, Special Price, Quality, Aesthetics, Rarity. The higher the degree of conformity with these six points, the closer the product is to people's eyes. According to a report released by Deloitte, 89 of the world’s top 100 luxury goods companies are in the traditional fields of fashion and footwear, packaging and accessories, cosmetics and perfumes, jewelry and watches. Although Apple Watch Edition also has the attributes of watches, it is still essentially a mobile computer that can be worn on the hand. It is a cool technology product. Apple thought that it would be a luxury to wear a "gold coat," but it was not known that such behavior could not only break into the luxury goods market, but also undermine the original and concise image of Apple. At present, smart watches can not become luxury goods Luxury goods are "old" and are value-preserving, while technological products are "new" and devalue quickly. A Patek Philippe watch, which can be passed on to her son several decades later, is both special and meaningful, and can be sold for emergency in the face of dilemma. What if you pass an Apple Watch to your son? Do not say that this "table" can not be used after decades. Just think about this picture will make people feel ridiculous. You have to admire Apple's courage to sell 18K Apple Watch to 100,000 yuan, because in the current smart watch field, the life cycle of a product is generally only one year, up to two years. A luxury watch, even if you do not do any upgrade, it is easy to spend 10 years; and an Apple Watch Edition, even if Apple can continue to update the system, 10 years later, that old configuration can catch that When iPhone? According to the latest wearable device market data released by IDC, a market research organization, Q2 Apple Watch shipments fell to 1.6 million units in 2016, which was close to 60% year-on-year. And Fitbit, the main sport, shipped a total of 5.7 million pieces in Q2, up 28.7% year-on-year. Another research firm, Parks Associates, also showed that more than 60% of U.S. home broadband users who plan to purchase smart watches are planning to use wearable devices in their fitness. Only 6% of users are willing to spend more than 350 for smart watches. Dollars. So we have seen that at this year's conference, Apple is desperately emphasizing Series 2's sporting functions and the overall product strategy has also been greatly adjusted. We admit that the smart watch industry is not yet mature, and during the exploratory phase, product strategies will occasionally lead to criticism. But what tech companies should do is to make the product itself more evolved, not just work on the shell. Although the iPhone has gone through four generations from its emergence to its maturity, don't forget that it is in the field of science and technology under the rule of "Moore's Law." In the smart watch product, the time left by the market for Apple Watch is probably not much.