Smartwatch maker GOQii has once again taken over Xiaomi as the biggest vendor in the Indian wearables market in terms of shipments, research firm IDC said in a report. During Q4 2016, GOQii took the lead with a 15.5% market share in terms of shipments, closely followed by Xiaomi with a 13.2% market share, while Fitbit accounted for 7.9% market share during the same quarter.
In the first quarter of 2016 (Q1 2016), Xiaomi’s Mi band shipments helped it secure the top spot with 27% market share. In the next quarter (Q2 2016), GOQii surpassed Xiaomi to secure the first position (with 16% market share) after it made an aggressive entry into the fitness band category by launching GOQii band 2.0. Note that Xiaomi also launched an upgraded version of its Mi Band at around the same time that GOQii entered the market with its new product line.
Overall, the Indian wearable market shipped 675,000 units during Q4 2016, down 19.6% QoQ from the previous quarter. During the entire year of 2016, the Indian wearable market shipped around 2.5 million units, according to IDC estimates.
Shipments by category
IDC also pointed out that overall shipments declined in Q4 2016 due to a drop in shipments in the basic wearable category, which accounts for over 86% of the Indian wmiearable market. Basic wearables include fitness trackers and other cheaper smartwatches that cannot run third-party apps.
Smart wearables, on the other hand, posted a 23.6% growth in Q4 2016 as new vendors like Fossil made its entry into the Indian market, along with fresh batch a shipments flowing in from brands like Apple and Samsung. Smart wearables include devices like the Apple Watch and Samsung Gear that can run third-party apps.
The entry-level segment (devices under $50), however, continued to dominate the wearable market, accounting for 73% of total shipments during Q4 2016. The entry level segment is primarily led by ‘fitness trackers’ from brands like Goqii and Xiaomi while Intex shipments posted a decline in Q4 2016, IDC added.
More than 63% of wearables were shipped online
The research firm also pointed out that online shipments accounted for 63.1% of the overall wearable market in India during Q4 2016. IDC added that although most vendors had an active online presence throughout the quarter, premium brands like Fitbit, Garmin and Tomtom started focusing on the offline retail channel as well. “Offline channel enables such niche vendors to showcase their products and value it offers to their respective target segment,” IDC said.
How the top 3 brands fared in Q4 2016
GOQii: The brand’s consumer shipments witnessed a slowdown, but commercial shipments skyrocketed during the quarter, helping it secure the first position. “Over 60% of Goqii’s shipments comes from commercial segment which is relatively higher compared to other vendors in India,” IDC said.
Xiaomi: The company posted a significant 29.9% sequential decline during Q4 2016 after it recently launched Mi Band 2 in the Indian market. However, IDC said that Mi Band 2 is now the highest selling “heart rate sensing fitness tracker” in India as of Q4 2016.
Fitbit: The company’s shipments grew 21.2% QoQ, taking it to the third spot during Q4 2016. Concentrated growth in shipments within the commercial segment, and price discounts helped Fitbit secure the 3rd spot.