On October 20, the hashtag #Xiaotiancai's Closed Social System Compels Parents to Purchase# trended on Weibo, igniting widespread debate. The crux of the issue centers on Xiaotiancai children’s smartwatches, which boast exceptionally high user loyalty and a unique, self-contained product ecosystem. Many parents have observed that when children select phone watches, they frequently opt for Xiaotiancai because "everyone in the class uses it, and only by having the same model can they connect with friends and chat after school." On elementary school campuses, Xiaotiancai watches have evolved into an essential tool for children to fit in and nurture peer relationships. By incorporating closed social features such as "bump-to-add-friends" and in-app social circles, Xiaotiancai has constructed a formidable brand barrier, effectively pressuring non-users to switch brands.

However, this closed ecosystem has also sparked concerns among parents regarding the emergence of gray market activities, including social coercion and account trading. While Xiaotiancai’s official customer service has clarified that the product does not integrate with mainstream social platforms like WeChat or QQ to safeguard minors’ online security, parents remain caught in a quandary. Furthermore, Xiaotiancai watches have faced criticism for issues such as content safety, privacy violations, and诱导消费 (inducing consumption, a term referring to tactics that subtly pressure users into making purchases). With the impending enforcement of the mandatory national standard, Safety Technical Requirements for Children’s Watches, brands like Xiaotiancai will be required to adhere to cross-brand compatibility guidelines—though deeply embedded social features may continue to operate in a closed manner.