Fitness and wearable band maker GOQii has surpassed Xiaomi to secure the first position in the Indian wearable devices market in terms of shipments. GOQii had a 16.1% share in Q2 2016, according to IDC’s Worldwide Quarterly Wearable Device Tracker.
In Q2 2016, Xiaomi lost 16 percentage-points to GOQii, making GOQii the largest shipper of wearables in India. In the previous quarter (Q1 2016), GOQii held the second position with an 18.1% share, while Xiaomi topped the market with a 27.1% share.
In the last couple of months GOQii has made an aggressive entry into the fitness band category in India by launching GOQii band 2.0. The band comes with a GOQii Life Program that provides payments via NFC, health reports and diagnostics on subscription basis starting from Rs 1999. More here.
Overall, the Indian wearable devices industry shipped over 567,000 units in Q2 2016, which is up 41.9% from 400,000 units in the previous quarter, IDC said. Basic wearables that don’t run third-party apps contributed to nearly 94% these shipments.
On a price level, the market was dominated by sub-$50 category, which accounted for 83% of shipments in India. This category is largely shared by Intex, GOQii and Xiaomi’s Mi Band. These devices are also classified as fitness bands and usually capture a large chunk of the market due to their low prices; in the previous quarter fitness band accounted for a major 87.7% of shipments in India during Q1 2016.
However the wearable device market in India is still at a nascent stage due to sensitivity to pricing, observes IDC:
“New vendors are continuously entering the market and existing vendors are offering better product features. Though basic devices marked a sharp growth, the average price of over $190 has had a negative impact on smart wearables as it is still perceived as a premium device which not many consumers can afford,”’ IDC said in the report.
Most wearables are sold online
The most preferred channel for vendors including the new entrants during Q2 2016 was online through e-commerce portals. This contributed to 79.2% of the total shipment in Q2 2016. A shift towards offline channels is eminent as more customers are looking to physically feel and test out the product before purchase. Premium wearable devices like the Fitbit and Apple Watch among others were the only brands that were widely sold in physical stores; other brands had either limited or no offline presence.
–Xiaomi: Mi Band shipments dropped in Q2 2016 to the number two position with 10.3% percent market share in Q2 2016. Although Xiaomi is facing an increasing competition from vendors in the same pricing category, the launch of Mi Band 2 is expected to boost Xiaomi’s wearable shipments in the coming quarter.
–Fitbit: Although Fitbit secured the first position globally, it continues to take the spot with 6.7% market share. The vendor however increased its market share both in terms of units as well as value, added IDC.
–Garmin: This is the first time that Garmin made an entry to the top 5 range in the Indian wearbles market with a 1.4 percent. Garmin registered a remarkable sequential growth of 250% when compared to Q1 2016.
–Huawei: Huawei is another new entrant in to the top five range. Taking the 5th spot in the market with 1.0% market share. Huawei is one the few brands with presence in both basic fitness bands and smart watch categories.