The three places "conversation" and the products were removed from the shelves, and the filter of Xiao Genius was broken... When the public still had the impression of him that was castrated by the mobile phone with only communication functions, Xiao Genius was overturned.

yellow and violent! The three places have "conversations" and the products are removed from the shelves. The filter of Xiaotiancai has been broken all over the floor...

With the powerful positioning function of and the barrier of closed-loop social attributes , Xiaotiancai occupies one-third of the domestic children's smart watch market and is the absolute overlord in the field of children's watches .

When the public still had the impression of it on , which was castrated to the point where the communication function was only left, the little genius was defeated. There was a built-in game for the phone watch in front, which was suspected of inducing payment; there was a lot of bloody and violent content in children's tablets, and a comic APP even had extremely provocative pornographic content...

So, consumer organizations from three places interviewed Xiao Genius Company.

01 Money-making machine

As a children's social unicorn, the little genius's money-making speed is far beyond imagination.

At the end of 2016, Duan Yongping 's most fanatical "disciple" and founder of Little Genius Watch said that children's phone watches are expected to reach 10 million units next year. The number

is slightly conservative. In 2017, the sales of Xiaotiancai Telephone Watch exceeded 5 million units, accounting for half of the market share of children's watches.

In 2015, as soon as the Xiaotiancai phone watch was launched, it sold 1.076 million units that year. Such speed is comparable to Apple and Samsung 's performance in the mobile phone field.

In 2018, the sales volume of Xiaotiancai phone watches was second only to Huawei and Xiaomi , ranking third.

In 2020, the cumulative shipment of Xiaotiancai phone watches exceeded 20 million units. According to data from the Forward Research Institute, the market share of Xiaotiancai in China in 2020 was as high as 31.3%. Huawei accounts for 19.9%, 60 accounts for 11.3%, and Xiaomi accounts for 9.2%.

In other words, Huawei and Xiaomi cannot beat a little genius.

more importantly lies in the price. According to data from the Forward Industry Research Institute, in 2020, the average price of Xiaotiancai was 1,004 yuan , the average price of Huawei was 581 yuan, the average price of 360 was 543 yuan, and the average price of Xiaomi was 402 yuan.

has a high price. After five years of launch, the little genius can still earn 10 billion yuan from parents. A perfect money-making machine.

Data shows that the number of children aged 5-12 in China is currently 170 million, and the market penetration rate of smart children's watches is 30%. In other words, one out of every three children has a phone watch. One of the ten children uses a little genius.

02 Godfather and disciples, BBK and Little Genius

trace the roots. Behind the little genius behind BBK is a Godfather-level figure - Duan Yongping. The little bully created by one hand is the absolute overlord of the industry. At the beginning of 1994, its annual output value reached 400 million yuan.

995, Duan Yongping, who proposed manufacturing reform to the group but was rejected, took away the company's six-member group, set up his own business, and established Bubugao Electronics Co., Ltd.

996, Duan Yongping spent more than 280 million yuan to win the advertising period after CCTV's "Weather Forecast". In 1999 and 2000, Bubugao once again won the CCTV advertising bid . For a time, BBK products became popular all over the country.

999, Duan Yongping split BBK into three sectors, Chen Yongming was responsible for audio-visual business (OPPO), Shen Wei was responsible for communication business (vivo), and Huang Yihe was responsible for educational electronics (BBK). In 2007, Jin Zhijiang took over Huang Yihe's stance. These three, plus Huang Zheng , are called Duan Yongping’s “Four Major Disciples” .

In 2008, BBK launched the point reading machine. The slogan of "Nowhere to click" resounded across the country.

It was also in this year that Taiwanese hardware manufacturing company Jingji Co., Ltd. cleaned up its outdated brand, and the "little genius" was hung up.

The "little genius" in the 1990s, as a brand that is compatible with Nintendo FC game consoles, became very popular and once dominated the Russian market. At that time, not only Duan Yongping was targeting the "little genius", but Nintendo also wanted to recruit "little genius".

million, and the "little genius" still fell into Duan Yongping's hands. But what are you buying? It can't be the second point reader, after all, it is also that once could run Nintendo's brand . So, Xiaotiancai gained the first product designed by BBK for it - early education machine.

From 2010 to 2014, without any publicity and promotion, early education machines sold 2 million units. The amount is small, but the reputation of the little genius has become popular.

At the same time, Jin Zhijiang noticed the children's hygiene bracelet launched by 360, and the market response was good. Since then, brands such as Huawei and Xiaomi have also launched children's smart watches. But it only adds exercise and health functions, and there are no technical highlights.

In 2015, Xiaotiancai Telephone Watch was launched, which directly rewrites the pattern of children's watches.

03 Accurately "strike"

Before Xiao Genius, there was no category of telephone watches on the market. Xiao Genius almost lies flat in this world.

In 2015, Xiao Tiancai invited the child star CP of "Home Where to Go, Dad, " to be the spokesperson for Sen Die. "No matter where you are, just one phone call, find you immediately..." The magic tone of the Smurf and the catchy lyrics, the Little Tiancai phone watch became popular before it was launched.

5 In June 2015, the first Xiao Genius Telephone Watch Y01 classic version was launched, and it became a hit. Accurately click on the communication needs of parents with their children at any time and anywhere. In the first year of , the shipment volume of Xiaotiancai reached 1.076 million units.

Jin Zhijiang has a vivid shadow of "segment-style playing style". focuses on a single category, directly points to user needs, and applies advertising effects to the extreme.

In the following years, the little genius introduced new things at the speed of a rocket, and its functions gradually became so cool that they had no friends.

9

The Z6 launched in 2019 is the world's first flip-flop design, with dual front and rear cameras, nine-fold positioning, and Xiaodu voice assistant. This year, the Z8 is launched, with the first separate dial, heart rate, body temperature, nap detection, and 3D three-dimensional and high-precision positioning. How accurate is it? Subway location, shopping mall floor.

I have to say that the little genius has achieved the ultimate positioning and monitoring . However, why has excessive surveillance not caused rebellion and resentment among primary school students? Here we have to mention the social barrier established by the little genius.

" Without little genius, there will be no friends ". Among the little genius users, you can directly add friends by touching them. But in addition to parents who can contact them by phone, the friend you add can only be another little genius user.

In the social ecosystem of Little Genius, only Little Genius users will not appear other watches, nor will there be third-party social software such as WeChat and QQ.

The perfect closed-loop social networking requires the characteristics of attracting primary school students. Therefore, Xiaotiancai’s watch has a point system, which has built an alternative circle of friends for children.

check in, sign in, and do tasks to earn points, so that you can buy cool space decoration, nickname, micro chat bubbles...

With 8 million monthly employed households, Xiaotiancai has occupied the high ground in the domestic mid-to-high-end children's watch market.

04 "turned over" little genius

According to Frost & Sullivan's report, according to the total retail market value, BBK ranked first among Chinese smart learning equipment service providers . The retail market value in 2021 was 9.5 billion yuan, accounting for 28.9% of the market share.

A single audience of genius has made it lose strong and strict supervision. So much so that ran all the way and hit the firewall of the software and content.

In 2021, Xiaotiancai launched the T1 tablet, focusing on "selecting high-quality content for children aged 0-12." However, some of the software does not have a youth protection mode, no game duration, and no registration required.

game APP is full of violence, blood, etc. . The protagonist can attack passers-by, rob police cars, school buses, etc., and can also engage in gun battles with the police. The comic APP has extremely provocative pornographic content . There are countless topics that are not suitable for children such as exposed-clothed massage girls, ransomware abortion, and voyeurism.

So, in July this year, due to pornographic violence, the consumer associations of Beijing, Tianjin and Hebei jointly interviewed Xiaogeng Technology Company . At present, all tablets of Little Genius Children have been removed from the shelves.

In addition, Xiaotiancai watch has built-in games, and without record consumption, money from WeChat is transferred without record consumption.

So, rectification and removal.

From a little genius who protects children's learning to an accomplice who "poisons" minors. Perhaps "genius" and "demon" are already a line.