Fitbit is the world's first smart wearable manufacturer to be listed, and is currently the world's No. 1 player in the global smart bracelet market. It is firmly in the first place outside China, even after Apple entered the wearable market. Still unable to shake it.
But Fitbit is equally aware of the challenges he is facing. On the one hand, the local market share continues to suffer from giant erosion, and on the other hand, the expansion of emerging markets such as China takes time.
As a smart wearer with nearly 50 million users worldwide, Fitbit knows the market importance of the country with the largest population, and it is constantly demonstrating its importance to the Chinese market.
In April of this year, Fitbit launched its brand day event at Alibaba headquarters and Tmall. Its founder and CEO James Park also appeared in Hangzhou personally, giving a speech and claiming great confidence in the Chinese market. He told reporters after the meeting: Increase operational efforts, accelerate localization in China, and allow more and more new products to be available in China for the first time.
Fitbit founder and CEO James Park
The Asian founder did not say anything. After a few months, Fitbit appointed the director of Greater China, and Wu Hongjun, who has worked for mobile terminal manufacturers such as Motorola, Nokia and Sony Ericsson, finally appeared in the launch ceremony of the new product in August. After the meeting, the new executive took office. The director of Fitbit Greater China talked about the strategy and ideas of Fitbit's entry into China, and he also revealed to reporters that FiTIbit is already establishing a localized R&D team. The goal of Fitbit in China is not only market sales, but also hopes to surround China. Conduct localization research and development.
New products focus on swimming
Reporter: What is the difference between the two new products launched this time?
Wu Hongjun: This time is the two-way iterative product, Fitbit Charge 2 and Fitbit Flex 2. Fitbit Charge is Fitbit's popular fitness bracelet. In addition to the heart rate tracking function, the second generation also enhanced the exercise experience. And equipped with the smart reminder feature that users need most.
The difference between Fitbit Flex 2 is that it is Fitbit's first wearable swim fitness bracelet. It also features a detachable tracker design that can be worn not only as a bracelet, but also as a bracelet or pendant. Users can monitor it according to their style. All day activities, exercise and sleep.
Reporter: How is the consideration behind the swimming function?
Wu Hongjun: Fitbit has nearly 50 million users around the world. After investigation, we found that “swim†is the most urgent demand option for users.
Reporter: From the survey, what are the most used features of the Fitbit bracelet?
Wu Hongjun: There is no specific quantitative ranking statistics for the Fitbit function, but from the feedback point of view, the most popular functions are: automatic automatic recognition of real-time heart rate, sleep monitoring.
Reporter: Just listening to you, Fitbit's products are currently running for 5 days. What is the reason behind this?
Wu Hongjun: Life is also based on the user experience. The battery life is too long, which will cause the volume and weight of the wrist watch to increase. According to the current research situation, the 5-day battery life is more in line with the user's usage habits.
Chinese market: finding positioning and channels
Reporter: We are concerned about the price. These two models are not cheap for Chinese users. How is pricing considered?
Wu Hongjun: This time, two products launched in China simultaneously, Fitbit Charge 2 is priced at 1158 yuan, and Fitbit Flex 2 is priced at 798 yuan. This is the global unified pricing made by Fitbit based on various factors such as function, cost and brand. But Fitbit doesn't want to talk too much about the price itself, because we have our own target group. For China, those who have fitness record needs, pursue fashion, and have brand awareness are what we currently want to expand in China.
Reporter: But China has a manufacturer like Xiaomi. Such a price may not be conducive to competition in China?
Wu Hongjun: First of all, I just talked about the target users. I think that Fitbit will have its own target user group, which may be different from other manufacturers. Secondly, China’s market is very large. At present, the most important thing is to find out its own market positioning and Market brand.
Reporter: Can you talk about brand building in China? For example, what is the goal and effect of the last cooperation with Tmall?
Wu Hongjun: The brand day cooperation with Tmall in April was a very good attempt, and the sales target was also achieved. The activity effect exceeded 140%. In the Chinese brand building of Fitbit, there will be more and more such channels in the future. Cooperation.
Reporter: In addition to online channels, will there be plans for channels under China's cable?
Wu Hongjun: The offline market can bring the most direct experience to consumers. For example, whether the wristband is suitable for oneself, we value the offline channel and expand the offline, but what form and scale is not clear yet. planning.
Localization: China's R&D Center under construction
Reporter: Regarding the localization of Fitbit, what are the current plans and progress?
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