Why don’t we like wearing bracelets?
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"We will not invest in wristband projects anymore, they are all over the place." This is what an investor said at an event this week. A well-known opinion leader in a certain circle once lamented about a certain wristband product: "Why are there wristbands again? There are so many of them that I want to vomit." At least for the point that "wristbands are flooding", people in the circle more or less agree. Let's summarize the characteristics of most wristband products in China: the basic functions are similar, the overall shape is nothing more than a long strip, and even the first color is all black. The reason for this situation should also be related to some manufacturers directly copying Jawbone and Fitbit. Most consumers will not pay for such things. What can you do with these stereotyped wristbands? The answer is to count steps. But what's the use of just counting steps? It is unrealistic to expect Chinese people to have the same habit of counting steps as foreigners. What else? It seems that there are only some insignificant functions. Even if you are interested in it at the beginning, most of them will throw the device aside to collect dust after a few days of use. So who will wear bracelets for a long time? In addition to those who have a habit of counting steps, the rest can be roughly divided into two categories: The first category is technology media practitioners like us. Hardware entrepreneurship is in full swing. How can you show that you are paying attention to this industry without one? A technology editor of an animal naming website once said: "I just wear this bracelet on my hand, and I don't use it much. It is equivalent to a symbol of status." The second category is related people (friends in the circle). So-and-so has launched a bracelet product. As his friends in the circle, we all support him and buy one to wear. To put it bluntly, at this stage, bracelets are commodities that rely on the circle to survive. Of course, not all manufacturers are not enterprising. There are still some people who want to come up with something new and use their minds to make the product experience better. Some of them have established a software interactive community for their products, using the method of comparison with friends to enhance the experience, and firmly grasping the mentality of "not steaming buns to fight for face"; some convert cold numbers into scores in the game, and achieve the same effect as "killing monsters and upgrading" by completing goals one by one. However, as I said before in "Do "sadistic" wearable devices have a future?", wearable devices have their own limitations. As long as the user's weak will prevails, they may take off the device at any time, and no longer be subject to any constraints. So, taking a step back, how to define "wearable devices" is another question worth thinking about. In another article of I, "He who wins women wins the world of wearable devices", there is such a view: "Wearable" must first be "wanted to wear". How to make people "want to wear"? I think there are three ways to make Chinese people "unable to take it off": First, make it look good. No one is willing to take off beautiful things, even if they don't use its function, just as a decoration. Second, ask a master to open it. Don't laugh, this trick is guaranteed to work. The "Daily Steps Guarantee to Live to 99 Halo Bonus Bracelet" that has been opened by a highly respected master is definitely in short supply and sold out. Of course, manufacturers can also develop products such as "Daily Steps Guarantee to Tsinghua Bracelet" and "Daily Steps Guarantee to Have Romantic Bracelet Extremely Romantic Edition". Third, return to tradition and force audiences to be indoctrinated through various channels. Just like the Brain Gold in previous years, it is claimed that it is the only gift that can cure diseases and strengthen the body. Increase the intensity of advertising and brainwash people more than 20 times a day. It must be catchy. In this way, it will not take long for your product to appear unconsciously in the minds of the audience, and orders will pour in. You will make a lot of money, which is much easier than selling technology products. As a winner of Toutiao's Qingyun Plan and Baijiahao's Bai+ Plan, the 2019 Baidu Digital Author of the Year, the Baijiahao's Most Popular Author in the Technology Field, the 2019 Sogou Technology and Culture Author, and the 2021 Baijiahao Quarterly Influential Creator, he has won many awards, including the 2013 Sohu Best Industry Media Person, the 2015 China New Media Entrepreneurship Competition Beijing Third Place, the 2015 Guangmang Experience Award, the 2015 China New Media Entrepreneurship Competition Finals Third Place, and the 2018 Baidu Dynamic Annual Powerful Celebrity. |
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