상품DB/체코 활동량 측정기 시장동향(2014.11)

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체코 활동량 측정기 시장동향(2014.11)

게시일

2015-12-17

국가

체코

작성자

오새봄(프라하무역관)

품목

기타

품목코드

901819

작성일자: 2014.11.12

작성자: 프라하 무역관 Mr. Martin Jirovec, 박정현 (jhpark1@kotra.cz)

1. Demand trend

 ○ Over the past year, the segment of ‘wearable electronics’ has grown significantly and wide range of manufacturers has entered into the segment. There are many items on the market including smart - sunglasses, watches, bracelets, shoes and clothes - almost every piece of clothing or accessory that you can wear, already exists in the form with ‘electronic stuffing’. Industry research firm ABI Research found an interesting fact: bracelets remain the most popular wearable fitness gadget despite all the attempts of producers to bring new electronic gadgets to the market.

 ○ Sales of smart bracelets for monitoring physical activities (activity tracker) are fourfold comparing to smart watches. Fitbit has become the leader in this segment with a majority share which surpassed the established brands like Garmin, Nike, Jawbone, and others. South Korean Samsung fitness bracelet Gear Fit pushes forward which launched on the market at the end of 2013.

 ○ One reason for the success against watch bracelets is that they tend not to duplicate the capabilities of smartphones - their only job is to monitor information relating to health and fitness.

 ○ Bracelets have various design and customers tend to choose and select according to their preferences in design. Also the indicating mode is one of the most noticeable things at first glance - completely passive bracelets will show you the number of steps only on mobile, others indicate with a few diodes or at least in percentage and other displays on the screen the exact number.

 ○ Large differences exist in the battery life. Most of bracelets can handle 4~7 days, but Misfit Shine up to six months and Garmin Vívofit more than a year. Also it varies through application for smartphones, some can work/ sync even without mobile applications - only via computer. Of course it is desirable to support the iPhone and Android (logically only the newer Bluetooth 4.0).

 ○ The new competition arises and new players enter the market. The retail chain TESCO has announced to start offering smart accessories in own retail stores.

 ○ The market of wearables is becoming to be oversaturated though there is a still place for some good products.

 ○ The marketing focus on various interconnections and functions with mobiles and PC that can show and report person´s status and activities. The battery life can be one of important differentiating criteria. On the other hand the design will prevail to be significant decision factor especially at women.

 ○ The new products focuses to take some functions from the smart phones such as reading messages though it is not demanded by customers and a possible replacement for smart watches.

 ○ People that want to measure own performance are regular customers of the fitness/ smart metering accessories.

Import of HS group 901819 (Czech Republic, 2010~2013)

      (Unit: US$ thousand)

Period	Code	Commodity	Stat. value
2010	901819	Electro-diagnostic apparatus, nes	22 542
2011		Electro-diagnostic apparatus, nes	21 869
2012		Electro-diagnostic apparatus, nes	19 960
2013		Electro-diagnostic apparatus, nes	20 946

Source: Czech Statistical Office

Import and Export of HS group 901819 (Czech Republic, 2000~2013)

                                                                                                                   (Unit: US$ thousand)

Source: Czech Statistical Office

Balance and turnover of HS group 901819 (Czech Republic, 2000~2013)

                                                                                                                   (Unit: US$ thousand)

Source: Czech Statistical Office

Import of HS group 901819 by partner country (Czech Republic, 2013)

                                                                                                           (Unit: US$ thousand)

Code	Commodity	Partner country	Stat. value
901819	Electro-diagnostic apparatus, nes	USA	7,294
	Electro-diagnostic apparatus, nes	Germany	4,063
	Electro-diagnostic apparatus, nes	China	2,571
	Electro-diagnostic apparatus, nes	Cyprus	923
	Electro-diagnostic apparatus, nes	Finland	721
	Electro-diagnostic apparatus, nes	Japan	635
	Electro-diagnostic apparatus, nes	Sweden	608
	Electro-diagnostic apparatus, nes	South Korea	590
	Electro-diagnostic apparatus, nes	Italy	527

   Source: Czech Statistical Office

2. Import restrictions

 ○ Import duty: 0%

 ○ Certification for EU: CE and RoHS

 ○ Certifications: for water resistance (eg. IP67, IP68)

 ○ The import procedure is a standard to every other general product to the whole European Union. The Importer can bare majority of the administration and communication with authorities.

 ○ Goods that enter the customs territory of the EU from a non-EU country are referred to as 'non-Community goods'. Before these goods can be marketed within the EU, they should first be released into free circulation. This means that:

  - a declaration should be filed for the goods

  - certain formalities should be fulfilled when the declaration is made, such as submitting invoices and keeping the goods available for inspection by Customs

  - the import duties and/or other import taxes owed should be paid (import duty 0%)

  - the declaration process involves a check as to whether the goods comply with the regulations in the area of safety, health, the economy and the environment. These regulations often prescribe the submission of a license or certificate upon the import of goods (see the site section Safety, health, economy and environment on this site)

 ○ Once all these conditions have been satisfied, the non-Community goods will become Community goods. They will obtain the same status as goods that have been produced, harvested or mined within the EU. These goods may be transported, stored or offered for sale, for example, without being subject to customs formalities.

 ○ For more information you can visit:

     http://exporthelp.europa.eu/thdapp/display.htm?page=rt/rt_EUImportProcedures.html&docType=main&languageId=EN

3. Pricing

Main brands outlook and retail price

Item	Fitbit Zip Grey	Fitbit Flex Black	Garmin Vívofit Black
Price (US$)	80	125	150
Picture
Item	Garmin Vívofit Teal	Jawbone UP24	Sony Smart Band SWR10
Price (US$)	130	180	110
Picture
Item	Razer Nabu Black	Misfit Shine	Withings Pulse O2 Blue
Price (US$)	N/A	90	165
Picture

Source: Internet search

 ○ The TESCO shall offer own bracelet for approx. 60 EUR from middle of November 2014.

4. Distribution system

 ○ The distribution system is focused more on the IT channels than to medical organization, fitness etc. as these companies doesn´t have so much awareness of the IT and connection to the apps. Though the technology is already used in gyms to monitor and eval‎uate results. The main distribution channels are IT importers offering products through own partners and channels.

 ○ The distribution system is divided according to the online and retail distribution network. The main distributed brands are sold in standard retail network including importers shops and authorized retailers (standard stores), smaller brands are sold on internet with some retail network to independent stores (like IT shops, sport stores etc. etc.). Internet and e-shops are significant retail channels, though people try to see the product on their own eyes first and later buy it online.

 ○ The importer often operates as a distributor.

 ○ The price is based on the size and power of the each company in supply chain. It is estimated the price is devided as follows: retailer margin 20~50% of the end price, distributor/ importer - 40~75% of the end price.

5. Summary

 ○ The market of the smart accessories is becomming saturated as competitors release products to the market. It is expected there will be more brands on the market and within a year or two the market would becom full of different products and customers would have difficulties to difer among new products.

 ○ There is still space for new brands as the segment is new and new competitors arise. The price and functionality are crutial for marketing and success on the market. Customers are looking for simple, reliable product that would offer some of the key features - time, value measiring, connection to smart phones, data management from PC etc.

 ○ The Czech distribution market is dominated especially by ICT companies offering accessories and solutions to end customers or fitness centers or hospitals. The medical suppliers doesn´t have so much interest for IT accessories. Local ICT companies have also access to the demanded areas of fitness, gyms, hospitals etc. as a standard supplier of items and solutions. On the other hand the reach of such local importers and distributors can be much more broader comparing to only hospital/gym business.