雖然蘋(píng)果手表今年在可穿戴市場(chǎng)上搶走了不少份額,，但目前市場(chǎng)上排名第一的可穿戴設(shè)備制造商仍然是Fitbit,。

根據(jù)IDC公司最新的數(shù)據(jù)，今年第三季度,，全球可穿戴設(shè)備的出貨量達(dá)到2100萬(wàn)部,，同比增長(zhǎng)197.6%。Fitbit主打具有運(yùn)動(dòng)追蹤功能的可穿戴設(shè)備,，其產(chǎn)品陣容既有60美元的Zip,，也有250美元的Surge。今年第三季度,，F(xiàn)itbit獨(dú)占可穿戴市場(chǎng)22.2%的份額,，仍然穩(wěn)坐可穿戴市場(chǎng)第一廠商的寶座。

不過(guò),，蘋(píng)果手表的橫空出世也對(duì)可穿戴設(shè)備市場(chǎng)的快速增長(zhǎng),，起到了推波助瀾的作用。IDC的報(bào)告顯示,，僅僅是今年第三季度,，蘋(píng)果手表的出貨量就達(dá)到390萬(wàn)部。雖然仍落后于市場(chǎng)領(lǐng)頭羊Fitbit,，但蘋(píng)果在可穿戴設(shè)備市場(chǎng)上的表現(xiàn)顯然要比摩托羅拉移動(dòng)和三星等競(jìng)爭(zhēng)品牌強(qiáng)得多,。

要想弄明白Fitbit和蘋(píng)果為什么能在這個(gè)相對(duì)年輕的市場(chǎng)上保持領(lǐng)先地位，首先要看看離這兩家公司最近的競(jìng)爭(zhēng)對(duì)手,。

在可穿戴市場(chǎng)上,，尾隨Fitbit和蘋(píng)果的，首先是中國(guó)小米公司,。小米也推出了一款廉價(jià)的運(yùn)動(dòng)追蹤器——小米手環(huán),；其次是以GPS健身手表而出名的Garmin；再次是銷(xiāo)售兒童型智能手表的中國(guó)步步高公司,。Garmin雖然也推出了Vivosmart等健身手環(huán),，但它最出名的還是具備GPS功能的跑步手表等適合專業(yè)運(yùn)動(dòng)員的可穿戴設(shè)備,。其他兩個(gè)品牌，無(wú)論是小米還是步步高,，其可穿戴設(shè)備的全球銷(xiāo)量都不算非常搶眼,，盡管小米的銷(xiāo)量也不容小覷（上季度全球銷(xiāo)量達(dá)到370萬(wàn)部）。

至于Fitbit為什么是銷(xiāo)量最大的健身手環(huán)廠商,，IDC的研究分析師吉特什?烏布拉尼認(rèn)為,，這是由于這個(gè)品牌擁有幾個(gè)有利因素。

“在傳播認(rèn)知度和定位目標(biāo)市場(chǎng)——也就是日益增長(zhǎng)的健身追蹤器市場(chǎng)上方面,，F(xiàn)itbit做得很好,。除了有好的設(shè)備，他們還與MyFitnessPal,、Runkeeper等健身和保健公司建立了合作,。另外，日益增長(zhǎng)的分銷(xiāo)渠道,，也是Fitbit保持領(lǐng)先地位的原因之一,。”烏布拉尼指出,，隨著品牌認(rèn)知度的提高,，F(xiàn)itbit還在試圖通過(guò)一些企業(yè)的健康福利項(xiàng)目進(jìn)入企業(yè)市場(chǎng)。

目前,，智能手表產(chǎn)業(yè)仍處于發(fā)展的早期階段,，各大廠商仍然嘗試著在外形和功能之間找到平衡。因此,，未來(lái)幾年，可穿戴設(shè)備的出貨數(shù)據(jù)說(shuō)不定會(huì)有很大變化,。比如,，運(yùn)動(dòng)追蹤器雖然目前的銷(xiāo)量相對(duì)來(lái)說(shuō)很好，但是從長(zhǎng)期來(lái)看,，智能手表可能才是大勢(shì)所趨,，比如起價(jià)349美元的蘋(píng)果手表或其他安卓設(shè)備。不過(guò),，IDC認(rèn)為,，既然小米能夠憑借價(jià)格還不到20美元的小米手環(huán)搶得第三位，那么,，小米和其他一些廠商也不是不可能奪得銷(xiāo)量冠軍的寶座,。

當(dāng)然，烏布拉尼表示：“要想成為市場(chǎng)的領(lǐng)軍者,，光有價(jià)格優(yōu)勢(shì)是不夠的,?！彪m然小米手環(huán)已經(jīng)可以在美國(guó)買(mǎi)到，但這款產(chǎn)品在美國(guó)的銷(xiāo)量一直比較低,?！耙敫淖冞@種局面，他們必須大大加強(qiáng)營(yíng)銷(xiāo)推廣力度,?！?/p>

到目前為止，F(xiàn)itbit已經(jīng)通過(guò)出色的營(yíng)銷(xiāo)能力和軟件設(shè)計(jì)主宰了可穿戴市場(chǎng),。它的應(yīng)用和PC端能讓用戶全面地看到自己的健身信息,，并且可以選擇將信息與朋友分享。當(dāng)然,，蘋(píng)果手表上也有類(lèi)似功能,，比如它可以記錄基本的健身數(shù)據(jù)，還可以通過(guò)觸屏與其他iOS用戶進(jìn)行分享——這也使蘋(píng)果手表成為了一款出色的設(shè)備,。

吉布拉尼總結(jié)道：“Fitbit之所以做得很好,，是因?yàn)樗⒘艘粋€(gè)社區(qū)，使健身變成了一種更具社交性的活動(dòng),，從而讓人產(chǎn)生了堅(jiān)持下去的力量,。”不過(guò),，隨著其他可穿戴產(chǎn)品的持續(xù)改進(jìn),，不斷開(kāi)發(fā)出新功能，沒(méi)人敢保證Fitbit未來(lái)幾年能繼續(xù)保住銷(xiāo)量第一的位置,，更不要說(shuō)其他健身手環(huán)品牌了,。（財(cái)富中文網(wǎng)）

譯者：樸成奎

審校：任文科

While the Apple Watch has carved out a sizable chunk of the wearable market share this year, the number-one manufacturer of these devices, Fitbit, remains the same.

According to IDC’s latest numbers, in the third quarter, overall wearable device shipments were as high as 21 million units worldwide—a growth of 197.6% year-over-year. And this year’s launch of the Apple Watch has contributed to the increase, with IDC reporting 3.9 million units of the iPhone-connected device shipping in the third quarter. But even though Apple “AAPL” has had significantly more success with its smartwatch than brands like Motorola and Samsung, the company is still taking a back seat to Fibit “FIT” , which is known for its lineup of activity-tracking gadgets from the $60 Zip to the $250 Surge. Fitbit commanded 22.2% of the wearable market share in the third quarter, continuing its dominance as the segment’s number one vendor.

To see why Fitbit and Apple are ahead of the pack in this still-young market, you need only look at their closest competition. Following Fitbit and Apple are Xiaomi, a Chinese manufacturer with an inexpensive activity tracker called the Mi Band; Garmin, known for its GPS fitness watches; and BBK, a Chinese electronics brand that sells a smartwatch for kids. Even though it sells fitness bands such as the Vivosmart, Garmin is best known for its GPS-equipped running watches and wearables that cater to more professional athletes across a number of sports. As for the other two brands, neither has yet to make a splash with worldwide wearables sales, though Xiaomi’s numbers in particular (3.7 million units shipped in the most recent quarter) are nothing to sneeze at.

As to why Fitbit is the most successful vendor when it comes to fitness band sales, IDC research analyst JiteshUbrani sees several factors working in the brand’s favor. “They’ve done a great job at spreading awareness and targeting the growing segment of fitness trackers,” he says. “Apart from great devices, Fitbit’s partnerships with fitness- and health-focused companies [like MyFitnessPal and Runkeeper] and their growing distribution network have been key in maintaining their lead.” Ubrani also points to the company’s efforts in the enterprise sector, through corporate wellness programs, as increasing brand awareness for the company.

Since it is still early days for smartwatches, which are still negotiating the delicate balance between form and function, wearable shipment data could paint a very different picture a few years down the line. For instance, activity trackers are relatively well established today, but the wider adoption of smartwatches such as the $349-and-up Apple Watch and Android Wear devices may be a longer-term trend. However, with Xiaomi and its sub-$20 Mi Band taking third place according to IDC, it’s fair to wonder whether this Chinese brand, not to mention other manufacturers such as Jawbone, could overtake the reigning champion.

“It’s going to take more than just price to be a leader in the market,” says Ubrani, who says that while the Mi Band is already available in the U.S., Xiaomi’s sales volume in the states has been low. “In order for this to change, they have to exponentially increase marketing and distribution.”

Fitbit, however, has managed to dominate the wearable market through a combination of marketing savvy and compelling software. Its apps and desktop dashboard provide a comprehensive look at fitness information, along with the option to connect and compete with friends. Incidentally, it is similar features on the Apple Watch—such as its ability to log basic fitness metrics and to communicate with fellow iOS users through the touchscreen—that have also made Apple’s smartwatch such a standout device.

Jibrani sums it up thusly: “Fitbit does well because it’s built a community and helped make fitness a more social experience—they’ve created staying power.” But with other wearables continuing to evolve and add new features, there’s no saying that Fitbit—let alone any other fitness band maker—will hold the number-one spot in years to come.