Chinese companies

In the Japanese smartwatch market, Chinese companies such as Huawei and Xiaomi are increasing their presence. The number of smartwatches were sold in Japan in 2022 is about 3.9 million. This number is increased by 13.7%, compared to 2021. In addition, the ranking of market share of the Japanese smartwatch was changed from 2021 to 2022. Huawei became third to second, and Xiaomi did fifth to fourth.

On the other hand, Fitbit, which is the subsidiary of Google, dropped from second to third. Apple still keeps top market share of it. However, the American tech giant decreased the market share from 61.6% to 58.3%. There are several reasons why these changes happened.

First of all, Apple decided to increase the price of its smartwatches. Most of countries have been experiencing high inflation rate since 2021. Compared to other advance countries, inflation rate in Japan is relatively lower. However, Japanese consumers are price sensitive, and Huawei and Xiaomi can provide several cheaper models. As a result, they could increase their market share in Japan.

What’s more, after the trade war between the US and China, Huawei has not offered its latest smartphones in Japan since 2020. Thus, the Chinese tech giant has focused on the sales of its smartwatches in Japan. In addition, there are several opportunities to expand the business in Japan. It will be B2B sales.

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