Recently, always claimed to be strictly selected for the content of the small genius children's tablet, but was exposed to the application store game contains bloody, violent, criminal content, a number of cartoons also exist inappropriate for children's images. Qiyinmen found that for some time, the small genius was repeatedly on the list of complaints, indiscriminate deductions, induced consumption, the watch is not waterproof and many other issues.
Data from a third party shows that in 2020, the market share of Xiaogi phone watch is as high as 31.1%, far ahead of Huawei (19.9%), 360 (11.3%) and Xiaomi (9.2%). And by June this year, Counterpoint released the summary of the "First Quarter 2022 Global Smartwatch Sales Report", showing that the top eight smartwatches in the world are Apple, Samsung, Huawei, Xiaomi, Garmin, Huami, Little Genius and Fitbit.
It can be seen that the market share of small genius is continuously being eaten up by the global first-tier terminal manufacturers. For many years, Xiaogi has led the children's smartwatch market, leaving the global first-tier terminal manufacturers in the dust. Today, Genius has lost the innovative spirit of the past and has lost itself in following the traffic.
Little genius fell into the "erotic trap"
The appearance of yellow violent content on the Little Genius device touched a sensitive nerve in society about child protection, quickly igniting discontent in the court of public opinion and pointing the finger directly at the corporate brand. It was pointed out that such undesirable content can endanger children's physical and mental health, and should be dealt with seriously. Many netizens accused the company of "harming children under the banner of children, which is an unforgivable crime"; moreover, many parents sarcastically said, "This is not a little genius, it is simply a big devil". In addition, shortly after the "toxic teaching materials" fiasco, smart educational hardware was revealed to be problematic, which anchored negative public opinion and caused netizens to worry about the educational environment for children. This incident is similar to the poisoning of children with human education materials and should not be tolerated.
1. Little genius children's smart watch accused of pornography
It is understood that many comics and game APPs available for download on the Little Genius T1 Kids Tablet are full of pornographic, violent and unethical content, and many of the images have revealing clothes and contain inappropriate language, images and even actions for children, while Little Genius has set the download permission for these games and comics APPs to 12 years old and above. In the game approval system of the State Press and Publication Administration, many games in the Genius Tablet App Store are not available.
These games have several things in common: they are all in foreign languages; there is no limit to the length of the game; the game does not require registration to play; and when the game fails, you can resume playing by watching the ads. The ads are also full of gory and violent content.
2. Being complained about induced consumption and indiscriminate deduction of fees
If we check the Black Cat complaint platform, we will find that the watch products of Little Genius have also been complained about "unexplained deduction of fees" and other situations. According to the content of the complaint, some users reported that they were deducted nearly 500 yuan "without any contact record and authorization from the parents' cell phone SMS and WeChat bound to the children's watch", and the deductions were made in the form of change and bank card, and the game operator could not be contacted. At the same time, the watch interface also has many cases of induced consumption.
3. not waterproof and other quality problems
In addition, a series of Little Genius products have also been on the complaint list for many times due to "quality problems". The fast power consumption, loud noise, not waterproof and other problems plagued many parents.
Little genius children's smart watch
How to replicate the successful model
Although there are many criticisms, there is still no denying the success of the little genius children's smart watch.
According to the official website of Xiao Genius, its products are divided into phone watches, children's tablets and cell phones, among which, the product in question is the new Xiao Genius T1 children's tablet, which is advertised as "a tablet designed for children" and priced at 2,998 yuan. The product "parental APP can... manage application permissions, manage download permissions, etc.". The official website shows that according to the IDC China Smart Wearables Market Tracking Report, as of December 2020, the cumulative sales of Little Genius phone watches exceeded 20 million units.
The success of the Little Genius Kids Smartwatch is well documented.
Huge market size: As the parents gradually become the 90 generation, children's smart watches have become essential products for children. The 90 generation's avant-garde consumption concept and unique parenting have opened up the market for children's smart hands, making it a blue ocean, and many smart watch brands have come out. Among them, one brand stands out and becomes the head brand in this blue ocean market - Little Genius Children's Watch.
According to the National Bureau of Statistics, in 2018, there were more than 230 million children aged 0 to 14 in China. According to the average annual consumption of smart hardware products for each child is 500 yuan, the children's smart market is up to 100 billion yuan in size. Since the birth of children's smart watches in 2014, its market has been showing a steady growth trend, and in 2018, the shipment of children's smart watches market even reached 21.67 million units, and the estimated market size reached 18.3 billion yuan. As of February 2, 2020, there were about 134 brands and 1,057 products of smartwatches on sale in the Chinese online market. Among them, children's smartwatches accounted for 35% of the overall proportion, or 368 categories.
The "2022-2027 China Children's Smartwatch Industry Market Operation Status and Investment Planning Suggestion Report" released by the China Institute of Industrial Research shows that with the increase in the number of people aged 0-14 in China and the increase in the demand for children's socialization, the demand for children's smartwatches in China grew year by year from 2015 to 29.9 million pieces from 8 million pieces in 2015, with a compound annual growth rate growth rate of 30.2%.
Among them, BBK's Little Genius phone watch is the absolute leader in this segment. Data shows that in 2020, the market share of Xiaogi phone watch was as high as 31.1%, far ahead of Huawei (19.9%), 360 (11.3%) and Xiaomi (9.2%). As of December 2020, Xiaogi's phone watch sales accumulated more than 20 million units, and in the third quarter of 2020, it won the fourth place in China's wearable device vendor shipments and the first place in the children's phone watch segment category with a single children's phone watch category.
According to the "2022-2028 China Smartwatch Industry Market Special Investigation and Investment Prospect Analysis Report" released by Wisdom Research Consulting, iMOO (Little Genius) shipped 6.37 million smartwatches in 2021, ranking fourth in the global smartwatch shipment ranking in 2021, up 13.97% year-on-year. "On average, one in 10 children is its user" is really true to its name.
Simple operation: a touch to add friends; small genius watch for their products to establish a large social ecosystem, in the adult world to add friends is to use a sweep or add a friend network social networking mostly, but children's social more often face to face, the whole process can not be too complicated, taking this into account, small genius will be the product to add friends to the way, changed to add each other touch, as long as a small genius phone watch touch another small genius phone watch, two children can add each other as friends.
Safety: to meet the need for safe contact between parents and children, at the same time, the Little Genius watch never plays a price war and is always innovative. Little Genius has created many types of industry firsts. For example, the first phone watch that allows video, the first 4G phone watch, the first flip front and rear dual camera phone watch, etc.
The strong innovation ability is the bottom line of Little Genius against the competition. Fast translation and recognition of English words, swimming-grade waterproof technology, AI intelligent object recognition, AI positioning technology, real-time positioning tracking, recognition of plants and animals, automatic saving of the user's route for three days, so that parents can always grasp the specific location of their children.
Global first-tier terminal manufacturers
Avoid repeating the mistakes of the little genius
Children's smartwatches account for more than one-third of the smartwatch categories sold, and the categories are richer, which means competition is particularly fierce.
Well-known children's smartwatch brands are Little Genius, Casualty, Reading Lang, Aloha, Abacho, 360, etc. Except for Abacho, which is a startup company, most of them are old companies, especially big companies focusing on smart hardware, such as 360 and Huawei. Smart watches are sold at a wide range of prices, from a few tens of dollars to several thousand dollars.
In April 2022, the Chinese e-commerce market smart watch brand sales Top 10, domestic brands occupy eight seats, respectively, Huawei, small genius, millet, glory, OPPO, Huami, small seek, 360; the other two brands are the United States Apple and South Korea's Samsung. Chinese local brands are stronger and are the dominant players in the Chinese smartwatch market.
For Apple, the smartwatch has been a standout performer. 2021 global smartwatch: Apple has a 30% market share. The Apple Watch SE is a new version of the Apple Watch, which is more suitable for the entry-level version. The potential audience for the Apple Watch SE, in addition to the broader young and middle-aged audience, is intended to include children and the elderly, thus achieving complete coverage of the entire age group.
Huawei has been committed to smart wearable devices, and Huawei's performance in the children's watch market can be summarized in twelve words: simple and practical functions at a touching price. Huawei children's watches with excellent quality, affordable, circle a wave of fans. The brand itself gives consumers the feeling of being down-to-earth and reliable, and the brand guarantees. Although the current sales are much worse than the small genius explosive products, but from the purchase evaluation can be seen, Huawei children's watch really also harvested a lot of praise.
Glory Glory launched the children's smartwatch Xiao K2 back in 2018, when it also belonged to Huawei Glory supports seven-fold positioning, indoor positioning in the mall, high-quality voice calls, shake to add friends and many other functions. Basically meet the needs of children's daily life learning watch.
We all know that the 79 yuan generation of Xiaomi bracelet has created a sales miracle, but when I looked at the historical data, I found that the turnover of Xiaomi bracelet in Q3 2015 was 290 million yuan, while the small genius watch actually sold 560 million yuan during the same period, simply crushing Xiaomi with double the momentum. Later, Xiaomi also began to launch children's watches, each children's watch has its own advantages and disadvantages, but basically can meet the normal needs.
How can the world's first-tier terminal manufacturers avoid repeating the mistakes of small geniuses? There are also several aspects to consider.
1. How green is the Internet of Everything?
With the development of 5G, IoT, and network services, there will be more functions that will flood into the children's watch market, which will demand more from the world of everything connected, and it is important to keep the ecology clean and stable to create a green Internet environment for children. Increase the review, the review of the watch built-in APP ads, the improvement of functions, especially the paid products are more important to increase the review, improve product quality and optimize services.
2. How to differentiate children and adult smartwatches?
As competition intensifies, many brands will definitely want to expand the age limit of their products to increase the market size, for example, from 12 to 15 years old; however, it will be difficult to see from the market situation, after all, children aged 11 to 12 years old will start to prefer general consumer products and buy smart watches rather than children's watches with limited functions.
The differentiation between children's watches and adults' smartwatches is more on the function. Children's watches are used with children and parents, and the safety positioning, socialization of children's homes, calls, etc. are still rigid needs, but adults' smartwatches need to consider more on the appearance, configuration, function, especially the monitoring of sports health indicators, etc.
The small genius watch APP pornography incident is also a wake-up call to other businesses, any children's smart hardware products, should learn a lesson, the content gate-keeping front, do not wait until the accident began to reflect. For the relevant regulatory authorities, the product audit involving children's education should not be ignored, the supervision of intelligent educational products may be more timely and proactive, so as not to let the "rubbish" business and other acts outside the supervision.