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　　"Jiamin has been cultivating in the field of outdoor sports for several years, and Apple directly launched an Apple Watch Ultra to attack."

　　After Apple's autumn new product launch conference, Li Nan, the former vice president of Meizu, commented on the new product line of Apple Watch.

　　In the field of smartwatches, Apple has always been a well-deserved overlord. However, Garmin relies on the market segment of outdoor sports, and also ranks among the mainstream smartwatch brands in the world.

　　And this time Apple Watch enters the outdoor sports scene, will it set off a bloody storm in the field of smart watches?

　　Jiaming of internal and external troubles

　　Outdoor sports has always been the main scene of Garmin smart watches. It has launched a number of subdivided product lines such as business intelligence, running, iron sports, outdoor sports, swimming and diving, golf, etc. The price also covers 1,000 to 10,000 yuan. between.

　　Taking its diving computer Descent Mk2i as an example, the official price is as high as 11,980 yuan. It has a variety of sports modes and intelligent functions, which can monitor the residual pressure of the cylinder and the diving depth.

　　Relying on the deep cultivation of outdoor sports and rich product lines, Garmin has a place in the smart watch market. According to the global smartwatch sales report released by market research agency Counterpoint in the first quarter of 2022, the global TOP8 smartwatch brands are ranked as follows: Apple, Samsung, Huawei, Xiaomi, Garmin, Huami, Xiaocai, and Fitbit.

　　It is worth noting that although Garmin ranks fifth in terms of shipments, due to its higher unit price, its overall sales ranks third in the world, almost occupying most of the high-end market above $500.

　　However, in the second quarter of this year, Garmin's performance was not satisfactory. In the global smartwatch market report released by Counterpoint for the second quarter of 2022, Garmin dropped two places to seventh place compared with last year.

　　The decline in sales was also reflected in Garmin's earnings.

　　Garmin mainly includes five departments: outdoor equipment, fitness equipment, marine business, automotive equipment, and aviation equipment. The two main departments involved in smart watches are outdoor equipment and fitness equipment.

　　Garmin's second quarter financial report shows that its outdoor product revenue was US$380 million, an increase of 18% year-on-year; but fitness product revenue was US$270 million, a year-on-year decrease of 34%; in addition, Garmin's marine and automotive product revenue also appeared. This year-over-year decline resulted in a 6% year-over-year decline in Garmin's revenue in the second quarter of this year to $1.24 billion.

　　With the launch of Apple Watch Ultra into the outdoor sports market, Jiaming is facing internal and external problems at this time.

　　Will market share be eroded again?

　　Before Apple's fall new product launch, foreign media reported that Apple is developing an extreme sports version of the Apple Watch, which will have a larger, more shatter-resistant display, enhanced hiking and swimming tracking, longer battery life, may be named Apple Watch Pro.

　　Foreign media pointed out that the smartwatch is designed to appeal to extreme athletes, as well as all those who might buy a high-end Garmin sports watch for high-intensity workouts.

　　At the press conference, this product was officially launched, but it was named Apple Watch Ultra.

　　The Apple Watch was launched in 2015, and the launch of the Ultra product line also gave it the first time to have a new branch of products.

　　In terms of parameters, the Apple Watch Ultra directly matches the standard Jiaming. It is specially designed for outdoor players. It has a 49mm dial, is made of aviation-grade titanium, and has a waterproof level of WR100, 2000 nits screen brightness, and dual-frequency GPS. The battery life has also increased to 36 hours, which is twice the current Apple Watch’s nominal 18 hours, and the low-power mode can reach 60 hours, making it the most powerful Apple Watch.

　　Correspondingly, the price of Apple Watch Ultra has also been increased, starting at $799, and the domestic price starts at 6,299 yuan.

　　After the launch of the product, many people in the digital industry, including Li Nan, the former vice president of Meizu, have said that sports watch brands such as Jiaming will tremble, and users will be snatched by Apple.

　　Judging from the current mainstream smartwatch brands, Apple, Samsung, Huawei, Xiaomi, etc. are all smartwatches, Jiaming is the outdoor sports school, and Little Genius focuses on children's watches. Apple, which already has the largest market share, wants to continue to expand its market share, it must further seize users in more segments.

　　However, after all, Jiaming has been deeply engaged in the sub-scenario of outdoor sports for a long time, and it also has its own advantages in product functions and product line richness.

　　A person who loves sports said that between the Apple Watch Ultra and Garmin, he would still choose Garmin. "One is battery life, the other is MIP (transflective screen, visible even in sunlight), and it's much easier to press buttons than a touch screen while wearing gloves."

　　Another user also pointed out the battery life of the Apple Watch Ultra. For example, the extreme sports watch of the same price, the Gaochi VERTIX2 has a battery life of 60 days and can be charged six times a year; Apple has a battery life of 36 hours and can be charged once a day and a half. "The size is large, the battery life is short, and the defects are too obvious."

　　However, in terms of brand appeal and intelligence, Apple undoubtedly has inherent advantages. Facing the new move of Apple, a powerful opponent, Jia Ming had to get nervous.