华米科技(HMI)$ Fitness Device Upstart Takes On Apple, Peloton, Fitbit At CES 2020
LAS VEGAS — China-based Huami (HMI) already has set its sights on being the innovation leader in the wearable fitness device market. Now the ambitious company, little known in the U.S., is making a splash at CES 2020 with a lineup of new contraptions, and not all of them wearable.
At a press conference late Tuesday, Huami introduced six new fitness devices that compete with the likes of Apple (AAPL), Fitbit (FIT), Garmin (GRMN) and Peloton Interactive (PTON). Humai shares surged 6.1% to close at 12.28.
The new products include the Amazfit PowerBuds wireless earbuds, which look to take on Apple's market leading AirPods. PowerBuds one-up AirPods by adding a heart-rate sensor. They also have magnetic ear hooks that keep the earbuds in place during workouts.
Huami Chief Executive Wang Huang knocked AirPods for being easy to lose. He said, "AirPods quickly become AirPod."
Huami plans to put PowerBuds on the market in February for $99.90. That compares with $159 for regular Apple AirPods and $249 for AirPods Pro.
CES 2020: Huami's Big-Screen Workouts
The company seeks to venture into the nonwearable market with its Amazfit HomeStudio, a fitness treadmill paired with a 43-inch HD screen and surround sound speakers. Also unveiling it at CES 2020. Huami says it teamed with fitness entertainment firm Studio to provide streaming workout videos for the equipment. The display, called Glass, works separately from the treadmill for yoga and other classes.
Huami offered no pricing and availability on HomeStudio, but the device clearly targets the connected fitness space led by premium brand Peloton. The company plans to sell both a premium treadmill as well as a more affordable treadmill called Amazfit AirRun, which folds up for storage purposes when not in use.
Huami also announced Amazfit ZenBuds, wireless earbuds designed to help people relax and sleep. They feature a noise-blocking design and generate sleep-inducing and soothing sounds until the wearer has fallen asleep. They also gather heart rate and sleep movement data. Huami plans to release ZenBuds later this year at a cost of $149.90.
Taking A Shot At Fitbit, Garmin
Finally, Huami debuted an outdoor sports watch called Amazfit T-Rex and an upgraded version of its Amazfit Bip S smartwatch.
With its CES 2020 announcements, Huami has rapidly expanded its product portfolio beyond fitness bands and sports watches. The company's fitness band activity trackers compete with devices from Fitbit, which is being acquired by Alphabet's (GOOGL) Google. Its sports watches compete with wearables from Fitbit and Garmin.
"By expanding our health and fitness technology expertise beyond smartwatches and fitness bands to include immersive treadmills and earbuds, Amazfit is presenting a vision of the future of fitness in the coming decade," Huang said.
He said Huami wants to build a "comprehensive health ecosystem" with its devices.
Huami introduced its first product, the Mi Band fitness band, in July 2014 for partner Xiaomi. Since then, it has sold more than 100 million devices in more than 70 countries.