????和美國目前最暢銷的幾款可穿戴設(shè)備相比，小米手環(huán)給人的第一印象并不深刻。它既不能顯示通知，也無法連接第三方應(yīng)用，甚至連時(shí)間都不能顯示。然而正是這樣一款產(chǎn)品，卻很可能成為方興未艾的可穿戴市場的攪局者。

????IDC公司最新發(fā)布的一份報(bào)告顯示，上個(gè)季度，小米公司可穿戴設(shè)備的出貨量僅次于兩家科技巨頭Fitbit和蘋果，排在第三位。2015年第二季度，小米手環(huán)的出貨量達(dá)到310萬部，是排名第四的Garmin公司出貨量的四倍多，占據(jù)全球市場17.1%的份額。當(dāng)然，小米最廣為人知的還是它的智能手機(jī)，但在健身追蹤器市場上，小米也開始扮演一個(gè)舉足輕重的角色。

????小米手環(huán)的崛起之所以讓人驚訝，是因?yàn)榇饲八辉谏贁?shù)市場中銷售，最重要的市場就是中國。

????IDC公司研究經(jīng)理拉蒙?拉馬斯指出：“小米目前的確是一個(gè)中國現(xiàn)象。絕大部分，即97%的小米手環(huán)，都是在中國售出的?！?/p>

????今年6月，小米在線商城正式上線，小米手環(huán)終于在美國和歐洲開售。所以IDC的數(shù)據(jù)只包含了一個(gè)月的美國市場銷量。隨著渠道的拓寬，小米手環(huán)的銷量很可能將出現(xiàn)激增。只不過小米的在線銷售模式在美國的反響或許不會(huì)特別好。

????“可穿戴設(shè)備仍然是一種新產(chǎn)品，大家都想嘗試一下，而這一點(diǎn)在網(wǎng)上是沒法做得特別好的。小米在中國是一個(gè)很好的品牌，也有很好的渠道，但它在美國的品牌知名度比較低，渠道也有限。至少可以說，美國市場對(duì)小米是一個(gè)挑戰(zhàn)?！?/p>

????可穿戴設(shè)備是一個(gè)很寬泛的門類，很難對(duì)Fitbit Charge、Apple Watch和小米手環(huán)進(jìn)行一個(gè)公正的橫向比較。蘋果手表可以說是一臺(tái)功能齊全的腕上電腦，而小米手環(huán)卻連屏幕都沒有。

????但小米手環(huán)在價(jià)格上，幾乎比所有主流可穿戴設(shè)備都要便宜得多。它的售價(jià)只有15美元，只是Fit和Jawbone的零頭，但一樣具備計(jì)步功能和睡眠量化功能。這種簡潔性使它的電池續(xù)航時(shí)間達(dá)到30天之久，從而不太可能會(huì)因?yàn)橥洺潆姸挥脩羧釉诔閷侠铩Ａ硗?，低廉的售價(jià)也使它成為許多發(fā)展中國家中產(chǎn)階級(jí)的現(xiàn)實(shí)選擇。

????有證據(jù)顯示，超過50%的Fitbit用戶在12個(gè)月內(nèi)使用。由于小米手環(huán)要比美國產(chǎn)的可穿戴設(shè)備便宜很多，這很可能會(huì)說服失望的Fitbit用戶再次給計(jì)步產(chǎn)品一個(gè)機(jī)會(huì)。另外，就算這款15美元的小米手環(huán)最后同樣被用戶扔進(jìn)抽屜里，也不是什么大不了的損失。（財(cái)富中文網(wǎng)）

????譯者：樸成奎

????審校：任文科

????Compared to the best-selling wearables in the United States, Xiaomi’s Mi Band looks underwhelming: It can’t display notifications, connect to third-party apps, or even tell the time. But, in the end, the product might just end up being what disrupts the wearables market just as it’s heating up.

????Xiaomi shipped more wearable devices in the last quarter than everyone except tech giants Fitbit and Apple, according to a new report from IDC. In the second quarter of 2015, Xiaomi shipped 3.1 million units of its Mi Band — over four times as many wearables as the fourth place company, Garmin, and good for 17.1% of the global market. Sure, Xiaomi is best known for its smartphones, but it’s truly a major player in the fitness tracker world.

????What makes the Mi Band’s rise so striking is that previously, it was sold only in a few select markets — most importantly, China.

????“Xiaomi is really a Chinese phenomenon right now. The vast majority, we’re talking 97% of its units, are ending up in China.” says Ramon Llamas, research manager at IDC.

????The Mi Band finally went on sale in the United States and Europe this past June when Xiaomi opened up its online store. So IDC’s data only includes a single month of US sales. With increased availability, the Mi Band could be in line for a major bump in sales. Still — Xiaomi’s online sales model might not translate particularly well to the United States.

????“Wearables are still new, people want to try these on, and you can’t do that online that well,” says Llamas. “Xiaomi is a great Chinese brand with great distribution, but low brand visibility in the US and limited distribution. It’s going to be a challenge to say the least.”

????Wearables is a broad category and it’s a valid argument that you can’t compare a Fitbit Charge or Apple Watch to a Mi Band. An Apple Watch is a full computer on your wrist. The Mi Band doesn’t even have a screen.

????But the Mi Band is radically cheaper than almost any other major wearable. It’s $15 and can do the same step tracking and sleep quantifying as Fitbit and Jawbone, all for a fraction of the price. Its simplicity helps it sport a 30-day battery life, which makes it less likely to end up in a drawer because users forgot to charge it. Its low price also makes it a realistic buy for the emerging middle class in many developing countries.

????Some evidence suggests that over 50% of Fitbit users abandon their device within 12 months. The fact that Mi Band is less expensive than American wearables could convince lapsed Fitbit users to give step tracking another chance. And, if the $15 Mi Band ends up in a drawer, it’s not a big loss.