In 2012, shortly after the advent of Google glasses, wearable devices continued to soar. Apart from apple, Samsung, Baidu, Tencent and other technology giants, a number of luxury industry leaders also launched into the wearable equipment industry. SWAROVSKI launched the first wearable device series, including watch bracelet, bracelet and necklace pendant products; luxury brand phone manufacturer Vertu released high-end headphones jointly built with Bang&Olufsen and Qi wireless charger; Louis Weedon's watch brand TAG Heuer will push smart watches.

And so on.

Following the replacement of PC by mobile phone as the center of information connectivity, wearable devices are regarded as the next relay after mobile phones. As a large ecological platform company, Baidu and apple need to lead the next "outlet".

Why can SWAROVSKI, Louis Weedon and other luxury brands enter the wearable device industry?

The luxury of luxury brands is mainly due to its excellence in technology, good quality and strong brand premium.

These mysterious places, which sound very beautiful, not only lead fashions, but also become synonymous with art.

However, when technology becomes a fashion, the luxury brand labeled traditional label also needs the "technology" aura.

Apple's iPhone mobile phone has made great success in the perfect combination of technology, technology and fashion. Many luxury brands have seen that the products may be better sold in terms of technology and flavor.

At the same time,

The coolness revealed is also an important reason for luxury brands seeking change.

According to a report from management consulting firm Bain, the total consumption of China's luxury goods market in 2014 was about 115 billion yuan, down 1% from the same period last year, up 2% last year.

The domestic luxury market showed a negative growth last year, the first time Bain issued the report in eight consecutive years.

In the current domestic market, a significant change in the luxury market is that consumer preferences are more diversified, and consumers no longer insist on the more expensive, the better.

Such as consumption concept, exclusive, high quality, cost-effective, and no obvious trademark and other elements become increasingly important.

This is from some luxury brands.

The pricing and allocation can be seen.

SWAROVSKI's watch strap, bracelet and necklace pendant and other products, the lowest price of 69 dollars, the highest is less than 250 dollars, can track the wearer's route trajectory, sports consumption and sleep data; Vertu launched Bluetooth box price of about 600 dollars, in terms of sound quality and comfort than ordinary products of the same kind.

Adapting to market changes is a major reason for the popularity of luxury brands, but this does not mean that the value of luxury brands has been reduced.

From the point of view of function alone, the wearable devices made by luxury brands are not very different from those currently produced by technology manufacturers, and are mostly concentrated in health, sports and other fields, but user data collected through wearable devices are priceless.

Analyzing these data can not only deeply understand users' needs habits, but also be used for further research in other aspects.