2023 年智慧手錶市场洞察：Apple Watch 发布揭示策略

2023年的智慧手錶市场揭示了品牌新的策略方向。随着智慧型手机等现有消费性电子产品的成长放缓，智慧手錶已成为市场活力的新管道。儘管受到智慧手环需求转变的影响，呈现出积极的成长轨迹，但不确定的全球经济状况仍持续蒙上阴影。由于消费者信心下降和2022年第四季旺季销售令人失望等挑战，2023年智慧手錶市场预测已向下修正，目前预计将达到1.3亿台。

各品牌2023年的出货情况大致反映了2023年的出货情况，显示市场波动中保持稳定。即使在这些不确定的时期，创新和推出新产品的动力仍然持续存在，这证明了智慧型手机产业的弹性和适应性。

本报告对智慧手錶市场进行了调查，提供了市场概况、智慧手錶行业的现状和发展趋势以及製造商策略。

目录

第一章 全球智慧手錶产业发展及当前趋势

第二章 产业分析：主要厂商智慧手錶发展状况

• Apple S9和Ultra 2：同步晶片升级以及规格和应用增强
• Samsung在高阶 Watch Pro 5 上回归实体旋转錶圈，带来显着优势
• Huawei Watch GT4：健康与健身的时尚融合
• Garmin延续 "Sea of Watches" 策略，专注于专业化利基市场需求

第三章 智慧手錶产业趋势及厂商策略

• 由于全球经济低迷和更换週期放缓，製造商保守更新
• 製造商透过不断为穿戴式技术和配件申请专利来分散风险
• 突破健康管理新科技瓶颈：利用人工智慧提高监测精度和创新应用

第四章 TRI的观点

• 由于全球经济衰退，智慧手錶市场正在下滑，预计 2023 年出货量将达到 1.3 亿台。
• 审慎行事：市场波动中厂商转向增量升级与多元化研发
• 人工智慧作为策略重点：主要参与者齐心协力提高准确性并探索新应用

The 2023 smartwatch market reveals a new strategic direction for brands. Smartwatches have emerged as a new channel for market dynamism as the growth of established consumer electronics like smartphones decelerates. Despite a positive growth trajectory-influenced by demand transitioning from smart bracelets-an uncertain global economic climate continues to loom above. Challenges such as reduced consumer spending power and disappointing sales in 2022's fourth-quarter peak season have necessitated a downward adjustment in 2023's smartwatch market forecasts, now expected to reach 130 million units.

The shipment landscape for brands in 2023 largely mirrors that of 2023, indicating stability amid market fluctuations. During these unstable times, the push for innovation and the introduction of new products remain constant, showcasing the resilience and adaptability of the smartphone sector.

Table of Contents

1. Global Smartwatch Industry Development and Current Trends

2. Industry Analysis: Smartwatch Development by Leading Manufacturers

• (1) Apple's S9 and Ultra 2: Synchronized Chip Upgrades and Enhanced Specifications and Applications

• (2) Samsung Revives the Physical Rotating Bezel, Distinct Advantages with High-End Watch Pro 5

• (3) Huawei Watch GT4: A Stylish Blend of Health and Fitness

• (4) Garmin Continues its "Sea of Watches" Strategy, Concentrating on Specialized Niche Market Demands

3. Smartwatch Industry Trends and Manufacturer Strategies

• (1) Conservative Upgrades by Manufacturers due to Global Economic Downturn and Slowing Replacement Cycles

• (2) Manufacturers Diversify Risk by Continuously Patenting Wearable Tech and Accessories

• (3) Overcoming Bottlenecks in New Health Management Technologies: Leveraging AI for Improved Monitoring Accuracy and Innovative Applications

4. TRI's View

• (1) Global Economic Downturn Drags Down Smartwatch Market, 130 Million Units Estimated to Ship in 2023

• (2) Adopting a Prudent Approach: Manufacturers' Shift to Incremental Upgrades and Diversified R&D Amid Market Fluctuations

• (3) AI as a Strategic Focus: Key Players Unite on Enhancing Precision and Pioneering New Applications