FitBit are going to struggle, because price wise they can't (or they're not) competing.
Two days ago I took delivery of a Xaomi Mi Band 2. An AliExpress special, cost me £13. It does everything - as far as I can tell - what a FitBit can do. I started using it at 93% battery, I left it on the last two nights to do the sleep thing, it's sat at 80% right now.
I'm sure the FitBit can boast the same or comparable battery life, but there's a difference between something lasting on a charge for a week for £13 compared to something lasting the same amount of time for £100 isn't there?