Have you been fooled by wearable devices?

There have always been different opinions about the wearable device industry, which I think will be a normal phenomenon in the next period of time, because emerging industries need to develop in the process of constant discussion and controversy. But there is a voice that makes me think about it. After some users buy smart hardware products, whether it is smart watches, smart bracelets or other smart hardware, such as smart sockets and smart bulbs, they are almost all one-time impulse purchases.

It can be said that most consumers will not make secondary purchases. Faced with this phenomenon, some consumers feel cheated or fooled during the use process after purchase. For example, some smart bracelets lack accuracy in monitoring the amount of exercise done by users, or some so-called heart rate monitoring has a large error between the monitoring results and the actual heart rate, which inevitably makes consumers feel cheated.

Does this mean that the wearable device industry, or the currently popular smart hardware industry, has "deceptive" behavior in the marketing process? This is an interesting question, and I would like to discuss it with you through this article.

First of all, the term "deception" definitely does not exist, or a more accurate understanding can be expressed as: some potential problems are hidden in the product sales process, and the explicit functions are moderately magnified. Highlighting the characteristics and weakening the shortcomings is a normal situation from the perspective of product marketing, and there is no deception. Deception should be said to be a function that does not exist, for example, the bracelet does not have the function of motion monitoring at all, and there is no sensor for this, but the merchant insisted that there is this function when promoting it. This kind of thing that makes something out of nothing is called deception.

Why do we say this is a normal situation? Let me give you an example. For example, shampoo has always been advertised as anti-dandruff, smooth, and anti-hair loss, but it has never told us that another potential risk is that washing too much will cause your hair to be washed away. As a result, taking myself as an example, I am relatively naive and only believe in the positive value of anti-dandruff and smooth hair. In order to pursue the beauty of hair, I wash my hair once in the morning and once in the evening, and the result is that I am bald today. Of course, it is undeniable that there are many reasons for becoming bald, but shampoo cannot escape responsibility.

However, we have never seen any brand of shampoo advertisement saying "If you want to be bald, please use me, and it will be bald in one wash". Can this kind of advertising behavior that only conveys positive values ​​be considered deception? No. It can only be said that they promote positive values ​​and do not deliberately promote hidden problems. Because people have an instinctive positive and positive pursuit of beauty, and for practitioners of wearable devices, the original intention should be said to be good, and they all look for the aesthetic value of products from a positive perspective. I hope to use the power of technology to help users in life, health and other aspects, but due to some technical deficiencies, the expected effect was not achieved when the product was presented.

This just illustrates another problem, that is, most entrepreneurs in the field of wearable devices are professional technology personnel, who have weak knowledge in marketing and product packaging planning, and are not good at expressing and interpreting product performance and features from the user's perspective and in the user's language.

Perhaps entrepreneurs, out of good intentions, are only thinking about how to bring these cutting-edge technologies to users so that users can feel the charm of the technological era, but lack some warm reminders. Facing this concern of consumers, perhaps we need some improvements in 2015. With the improvement and enhancement of the overall industrial chain, the technical performance of wearable device products themselves will become more and more accurate and develop in the direction of ideal and perfect.

At the same time, for entrepreneurs in the wearable device industry, we need to focus on the ultimate performance while pursuing innovative performance, and maximize the functions for the segmented population, even if it is just one function. At this point, we can confidently and boldly tell consumers that our products will not disappoint you. As for some imperfect extended technologies, in my opinion, perhaps we can kindly remind consumers that the data will have certain errors, and these functions are only for reference, which may be more effective in gaining consumers' understanding and tolerance.

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.