2023 年智慧手錶市場洞察：Apple Watch 發布揭示策略

2023年的智慧手錶市場揭示了品牌新的策略方向。隨著智慧型手機等現有消費性電子產品的成長放緩，智慧手錶已成為市場活力的新管道。儘管受到智慧手環需求轉變的影響，呈現出積極的成長軌跡，但不確定的全球經濟狀況仍持續蒙上陰影。由於消費者信心下降和2022年第四季旺季銷售令人失望等挑戰，2023年智慧手錶市場預測已向下修正，目前預計將達到1.3億台。

各品牌2023年的出貨情況大致反映了2023年的出貨情況，顯示市場波動中保持穩定。即使在這些不確定的時期，創新和推出新產品的動力仍然持續存在，這證明了智慧型手機產業的彈性和適應性。

本報告對智慧手錶市場進行了調查，提供了市場概況、智慧手錶行業的現狀和發展趨勢以及製造商策略。

目錄

第一章 全球智慧手錶產業發展及當前趨勢

第二章 產業分析：主要廠商智慧手錶發展狀況

• Apple S9和Ultra 2：同步晶片升級以及規格和應用增強
• Samsung在高階 Watch Pro 5 上回歸實體旋轉錶圈，帶來顯著優勢
• Huawei Watch GT4：健康與健身的時尚融合
• Garmin延續 "Sea of Watches" 策略，專注於專業化利基市場需求

第三章 智慧手錶產業趨勢及廠商策略

• 由於全球經濟低迷和更換週期放緩，製造商保守更新
• 製造商透過不斷為穿戴式技術和配件申請專利來分散風險
• 突破健康管理新科技瓶頸：利用人工智慧提高監測精度和創新應用

第四章 TRI的觀點

• 由於全球經濟衰退，智慧手錶市場正在下滑，預計 2023 年出貨量將達到 1.3 億台。
• 審慎行事：市場波動中廠商轉向增量升級與多元化研發
• 人工智慧作為策略重點：主要參與者齊心協力提高準確性並探索新應用

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